RESEARCH PROBLEM

Research Problem

To study customer preference level towards Sunsilk shampoo.

Research Objectives

 To determine the average level of preference towards Sunsilk shampoo.

 To identify the effective reasons for the determined level of preference.
 To identify the most significant variable, affect for the level of preference.
 To identify the relationship between the affected reasons and the level of
preference.
 To recognize the potential benefits that customers expect from Sunsilk shampoo.
Research Questions
 What is the average level of preference towards Sunsilk shampoo?
 What is the most significant variable affect for the level of preference?
 What are the potential benefits that customers expect from Sunsilk shampoo?
SCOPE OF STUDY
Since this report provides detailed consumer insights into Sunsilk shampoo it is an invaluable
resource to executives, organizations looking to make marketing decisions.
This report is an important tool to companies in the natural & organic personal care products
market. It provides detailed insights into consumer preference and expectations towards these
products. The report gives a thorough understanding of consumer preference, enabling
companies & retailers to develop marketing programs, distribution strategies and position
products.
Literature Review
This article presents a review of the literature in the field of consumer buying
behavior. The first section, describes, the importance of various factors including lifestyle and its
impact on the consumer buying behavior. The second section describes the dominant. The main
purpose of this article is to identify different streams of thought that could help and guide for
future consumer researcher.
This report takes an overview of the research that conducted in order to identify the preference
level of customers towards Sunsilk shampoo as a brand.
When it comes to brands of shampoo in Bangladesh, Sunsilk has been considered as
Bangladesh’s No.1 shampoo brand for its capabilities to provide longer, smoother and straight
silky hair. This brand is also the strongest brand in Asia and it is said to be available over 80
countries all over the world.
The brand’s most recent marketing campaign is the co- creation collaboration in which 7 hair
experts around the world would answer to every hair issues and come up with the best solutions
for the problem.
 RESEARCH METHODOLOGY

This report takes an overview of the research that conducted in order

to identify the preference level of customers towards Sunsilk shampoo as a
brand.
When it comes to brands of shampoo in Bangladesh, Sunsilk has been
considered as Bangladesh’s No.1 shampoo brand for its capabilities to
provide longer, smoother and straight silky hair. This brand is also the
strongest brand in Asia and it is said to be available over 80 countries all
over the world.
The brand’s most recent marketing campaign is the co- creation
collaboration in which 7 hair experts around the world would answer to
every hair issues and come up with the best solutions for the problem.
Sunsilk believes that the secrets to beautiful hair should not be locked
behind the salon door. So they have worked with seven internationally
renowned hair experts to create salon quality products for everyone.

Research Problem

To study customer preference level towards sunsilk shampoo.

 Data source - Primary data

 Research Approach - Survey Approach
 Research Methodology - Exploratory method
 Research Instruments – Questionnaire
  Sampling plan
 Sample method - Random Sample method
 Sample Size – 75
 Primary Data – Questionnaire

Primary Data collection

The data, which are collected for the first time, directly from the respondents to the
base of knowledge & belief of the research, are called primary data.

The normal procedure is to interview some people individually or in a group to get

a sense of how people feel about the topic.

So far as this research is concerned, primary data is the main source of information
provided by the respondents.

Survey Approach :
We had collected primary data through sample survey of the people who came to
buy Sunsilk shampoo.. So for this purpose I have used the most popular tool of
primary data collection through direct communication with respondents. The tools
I used are questionnaires. After fulfilling the questionnaires I asked some verbal
question also. According to their response I am able to recollect some more
information regarding this study and survey.
Exploratory method :
Exploratory research is a type of research conducted for a problem
that has not been clearly defined. Exploratory research helps determine the best
research design, data collection method and selection of subjects. It should draw
definitive conclusions only with extreme caution. Given its fundamental nature,
exploratory research often concludes that a perceived problem does not actually
exist.

Questionnaire :
Under the Questionnaire I have 20 Question and each Question
related to different-different factors of Sunsilk shampoo.

Sample collection :
For collecting the sample I had visited my relatives and friends located
in Mulund. What we had done there is simply approach the people who came to
buy Sunsilk shampoo.

Sample Method-
Random Sample method- A random sample is one chosen by a method involving an
unpredictable component. Random sampling can also refer to taking a number of
independent observations from the same probability distribution, without involving
any real population. The sample usually is not are presentative of the population
from which it was drawn this random variation in the results is known as sampling
error.
Simple random sample is selected so that all samples of the same size have an equal
chance of being selected from the population.
(Here I have chosen simple random sample method for collecting the data)
Sample Size - I have collected 75 samples from the population of different-
different area of Bangladesh and from my relatives and friend.
 QUESTIONNAIRES

Name :

Gender : M F

Age :

Marital status:

Occupation : Student Service Business Other

--------------------------------------------------------------------------------------------------------------

1. Have you heard about Sunsilk Shampoo?

Yes No

2. Do you use Sunsilk Shampoo?

Yes No

3. Do you like Sunsilk Shampoo? If yes then which Shampoo do you like?
Black Shine Orange

Natural Recharge Pink

Golden Yellow

4. What Sunsilk Shampoo you are aware of ?

Black shine orange

Natural recharge pink

Golden yellow

5.What is your age range? Put a tick [].

16-20 21-25 26-30 30-40

6.How many
times do you use Sunsilk shampoo per week? Put a tick [].

Once a week
Twice a week
Three times a week
More than three times a week
7.What reasons affect you to prefer for Sunsilk shampoo? Rank 1-8 according to your priority.

Price
fragrance
Package
need satisfaction
Colour
ingredients
past experience
Promotions

8. Are you brand loyal to the Sunsilk Shampoo?

Yes No

9. Would you continue to by Sunsilk Shampoo if its Price Rise Up to 10% ?

Yes No

10.What do you think about the price levels of Sunsilk shampoo? Put a tick [].

high price
value for money
affordable price

11. What is the colour of your currently using Sunsilk shampoo?

Do you like that colour? Yes No

If not, what colour do you prefer to in your shampoo?

12. Indicate your level of agreement for the following statements. Put a tick [].

Statement strongly agree neither Disagree strongly

 agree
agree nor disagree
disagree

I like the fragrance of

Sunsilk very much

The bottle of Sunsilk

shampoo is very convenient
to use.

I check the ingredients of

Sunsilk when buying

13. What do you expect by using a shampoo to wash your hair? Put a tick [].

Smoothening of hair
Black shiny hair
To prevent hair fall
To avoid dandruff
To construct damaged hair

14. How satisfied are you with Sunsilk to meet your needs that you mentioned in the Q: (07)?
Put a tick [].

very satisfied

Satisfied

neither satisfied nor unsatisfied

Unsatisfied

very unsatisfied
16. Would you recommend others in buying Sunsilk?

Yes No

17. If not Sunsilk shampoo which other product do you purchase?

Clinic Plus Pantine

Dove Loreal

Tresame All Clear

18. Are Sunsilk shampoo available in the market ?

Yes No

19. If your preferred Sunsilk shampoo is not available for repeat purchase then what will you do?

Postpone Purchase
Switch over to other brand
Go to the other shop to search for your preferred brand

20. Which media of advertisement influence your purchase?

Television Newspapers Brochures

Hoarding Display

Please suggest some other benefits you prefer to have from Sunsilk in the future.

Thank you for your favourable response

SWOT Analysis:
SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. It's a strategic planning
tool used to identify and understand the internal and external factors that can impact a business
or organization.
Here's a brief breakdown of each component:
1. Strengths: These are internal factors that give an organization an advantage over others.
Strengths could include things like strong brand recognition, unique product features,
loyal customer base, or efficient internal processes.
2. Weaknesses: These are internal factors that place an organization at a disadvantage
compared to others. Weaknesses could include factors like outdated technology, poor
brand reputation, limited resources, or inefficient processes.
3. Opportunities: These are external factors that could potentially benefit an organization if
capitalized on effectively. Opportunities could include things like market trends, new
technologies, changing consumer preferences, or untapped markets.
4. Threats: These are external factors that could potentially harm an organization's
performance or position in the market. Threats could include factors like intense
competition, economic downturns, regulatory changes, or shifts in consumer behavior.
By conducting a SWOT analysis, businesses can gain valuable insights into their current
situation, identify areas for improvement, and develop strategies to capitalize on strengths,
mitigate weaknesses, seize opportunities, and mitigate threats.

STRENGTHS:
1. Brand Recognition: Sunsilk is a
well-established and recognized
brand in the hair care industry,
known for its long history and
wide range of products.
2. Product Diversity: Sunsilk
offers a diverse range of
shampoos targeting various hair
concerns such as frizz control,
volume, damage repair, and
more, catering to a wide
audience.
3. Affordability: Sunsilk shampoos are generally priced competitively, making them
accessible to a broad consumer base, including budget-conscious shoppers.
 4. Effective Marketing: The brand has a strong marketing presence with effective
advertising campaigns, endorsements by celebrities, and engaging social media content,
which helps in maintaining brand visibility and consumer engagement.
WEAKNESSES:
1. Ingredient Transparency: Some consumers may be concerned about the transparency
of ingredients used in Sunsilk shampoos, leading to questions about the product's quality
and safety.
2. Competition: The hair care market is highly competitive with numerous brands offering
similar products, making it challenging for Sunsilk to stand out among competitors.
3. Brand Perception: While Sunsilk has a loyal customer base, some consumers may
perceive it as a lower-end or less premium brand compared to higher-end hair care
brands.
OPPORTUNITIES:
1. Expansion into New
Markets: Sunsilk can
explore opportunities
to expand its market
presence by entering
new geographic
regions or tapping into
emerging markets with
growing demand for
hair care products.
2. Innovation: There is
an opportunity for Sunsilk to invest in research and development to innovate new
formulations and technologies that address evolving consumer preferences and hair care
trends.
3. E-commerce Growth: With the increasing popularity of online shopping, Sunsilk can
capitalize on e-commerce channels to reach a wider audience and enhance its distribution
network.
THREATS:
1. Market Saturation: The hair care market is saturated with numerous brands and
products, posing a threat to Sunsilk's market share and growth potential.
2. Changing Consumer Preferences: Shifts in consumer preferences towards natural,
organic, or cruelty-free products may pose a challenge for Sunsilk if it fails to adapt its
formulations and branding strategies accordingly.
 3. Supply Chain Disruptions: Any disruptions in the supply chain, such as raw material
shortages or transportation issues, could impact Sunsilk's ability to manufacture and
distribute its products effectively.
By addressing these factors, Sunsilk can leverage its strengths, mitigate weaknesses, capitalize
on opportunities, and navigate potential threats to maintain its position in the hair care market.

Marketing Tactics:
Here are some marketing tactics that Sunsilk Shampoo could employ to promote its brand and
products:
1. Social Media Campaigns: Sunsilk can leverage popular social media platforms like
Instagram, Facebook, and TikTok to engage with its target audience. This could include
creating visually appealing content showcasing different hair styles, tutorials on how to
use Sunsilk products effectively, and user-generated content featuring satisfied
customers.
2. Influencer Partnerships: Collaborating with beauty influencers and hair stylists can help
Sunsilk reach a wider audience and build credibility. Influencers can create sponsored
content featuring Sunsilk products, share their personal experiences with the brand, and
encourage their followers to try the products.
3. Product Sampling: Offering product samples through online campaigns, beauty
subscription boxes, or in-store promotions can help introduce Sunsilk products to new
customers and encourage trial. Sampling programs can also collect valuable feedback
from consumers, helping the brand improve its products and marketing strategies.
4. Interactive Experiences: Hosting virtual or in-person events such as hair care
workshops, styling sessions, or interactive pop-up shops can create memorable
experiences for consumers and strengthen brand awareness. These events can also
provide opportunities for consumers to interact with Sunsilk experts, ask questions, and
learn more about the brand's products.
5. Digital Advertising: Investing in targeted digital advertising campaigns across various
platforms such as Google Ads, YouTube, and display ads can help Sunsilk reach specific
demographics and increase brand visibility. Using data-driven strategies, Sunsilk can
optimize ad placements to maximize reach and engagement.
6. Cause Marketing: Aligning with social or environmental causes that resonate with
Sunsilk's target audience can help the brand build positive associations and differentiate
itself from competitors. For example, Sunsilk could support initiatives related to
sustainability, women empowerment, or hair health awareness campaigns.
 7. Retail Promotions: Partnering with retailers to run promotions, discounts, or exclusive
offers can incentivize consumers to purchase Sunsilk products. This could include bundle
deals, limited-time promotions, or loyalty programs to reward repeat purchases.
8. User-Generated Content Campaigns: Encouraging customers to share their experiences
with Sunsilk products through hashtags, contests, or brand challenges can generate
authentic user-generated content that showcases real-life results. Repurposing this content
across social media channels can amplify brand reach and engagement.
By implementing a combination of these marketing tactics, Sunsilk can effectively promote its
brand and products, attract new customers, and foster loyalty among existing consumers.

This financial projection outlines the anticipated performance of Sunsilk Shampoo in the
Bangladesh market for the fiscal year [2023-24]. Based on market analysis, consumer trends, and
historical data, the following projections have been made:

The Bangladesh Shampoo Market size is estimated at USD 146.45 million in 2024, and is
expected to reach USD 261.82 million by 2029, growing at a CAGR of 12.32% during the
forecast period (2024-2029).
The Bangladesh shampoo market is one of the most dynamic markets in South Asia, owing to
the rising demand for hair care products among Bangladeshi consumers. Both domestic and
foreign brands dominate it and offer a wide variety of products to meet the needs of consumers.
Local brands are known for their affordability, while international brands are renowned for their
quality and luxuriousness. With the country's growing use of hair care products, the demand for
quality and affordable shampoo is expected to continue to rise in the coming years.

1. Revenue Forecast:
We project steady revenue growth for Sunsilk Shampoo in Bangladesh over the next fiscal year.
With an expanding market and increasing consumer demand for hair care products, we anticipate
strong sales performance across all product variants.
2. Profit Margin Analysis:
Despite competitive pressures and rising operational costs, Sunsilk Shampoo is expected to
maintain healthy profit margins throughout the projection period. Efficiencies in production,
distribution, and marketing strategies will contribute to sustaining profitability.
3. Market Share Projection:
Sunsilk Shampoo aims to solidify its position as a market leader in the hair care segment in
Bangladesh. Through targeted marketing campaigns, product innovation, and strategic
partnerships, we project gradual expansion of market share over the coming year.
4. Investment in Marketing and R&D:
To support growth objectives, Sunsilk Shampoo plans to allocate a significant portion of its
budget towards marketing initiatives and research & development activities. Investments in
brand building, digital marketing, and product innovation will drive market penetration and
enhance competitiveness.
Conclusion:
In conclusion, the financial projection indicates promising prospects for Sunsilk Shampoo in
Bangladesh, with opportunities for revenue growth, sustained profitability, and market
expansion. By leveraging market insights and executing strategic initiatives effectively, Sunsilk
Shampoo is well-positioned to capitalize on the burgeoning hair care market in Bangladesh.
For detailed financial analysis and projections, please refer to the accompanying spreadsheets.