Shampoo : a buyer's perspective

Abstract

With the ever-increasing new brands of shampoo that have penetrated the Singapore market, as well as the improvements and features that have been made to the existing brands of shampoo, it is a wonder how consumers decide on their choice. This study sought to establish the important considerations of a consumer in the purchase of shampoo. It looked into the decision making process of the shampoo consumer, the importance of product features to a consumer and the factors that induce one to try a new shampoo. Brand loyalty and gender differences as well as the effectiveness of advertising on the purchase of shampoo were also explored.

A questionnaire designed by the authors was used to gather the necessary information for the study. A sample of 200 respondents consisting of 100 males and females each was employed in the administration of the questionnaire. The sample, consisting of different age groups, occupation and earning power, was taken from various parts of Singapore.

We found that the specification of the shampoo in terms of the feature which both genders consider the most important when they select a shampoo. The benefits promised by a shampoo is the most effective method to induce consumers to purchase a new brand of shampoo. The study indicates that there is little or no brand loyalty for shampoo by either gender. Advertising, on the other hand, does play a part in the decision making process of consumers when they purchase a shampoo. Finally, recommendations were made along the lines of the four Ps.