buying behaviour of shaving creams and after shave lotions

Business Research Term Paper

GROUP-2

Mahathi Chintapalli (09224)Pratyusha Borancha (09233)Khaja Rasool (09244)E.S Shalini (09245)Sushobhita Singh (09250)Sushrutha Muthyala(09251)

Buyer Behavior of Shaving Creams And After Shave Lotions

ACKNOWLEDGEMENT

We would like to acknowledge and extend our heart felt gratitude to Mr. A

Ramesh, Lecturer of Marketing and Mr. S Durga Prasad, lecturer of statistics,

Vignana Jyothi Institute of Management and all respondents who helped us in

completing this paper successfully.

Thank you all once again.

EXECUTIVE SUMMARY

Shaving creams have huge market all over the world because it is the basic and primary need of

men. Many brands are grooming in India and across the globe. With wide range of products

shaving creams caters to premium segment of men’s grooming market.

Shaving creams have intense competition among different brands in the shaving preparations

market (shaving gel/foam/cream) where as the competition in razor market is not that intense.

With this intense competition, shaving creams has to cater to the various needs of consumers.

The Project aims to test the buying behavior for shaving creams and shaving lotions between

young and old market. There is significant difference with respect to some attributes of young

and old with respect to shaving creams and lotions.

The research we conducted also supports this fact. We observed many behavioral differences in

buying patters with respect to shaving creams and lotions between young and old and presented a

few in our paper

INTRODUCTION

The objective of the study is to understand the consumer attitude and buying behavior for

Shaving creams and lotions. To understand this effectively, we created a focused group

questionnaire and conducted a focused Group Discussion (FGD) on Shaving Cream and lotions.

We analyzed the questionnaire and the FGD, to create an extensive questionnaire understanding

the buying behavior of consumers for shaving creams and lotions. We have done a two sample Z

test and our analysis revealed that there is significant difference with respect to some attributes

of young and old with respect to shaving creams and lotions .The details of the same are

presented in further part of our paper.

Research objective

To understand the buying behavior of shaving cream/ foam users and analyzing the effect

of non-attribute factors.

To understand the brand loyalty of customers towards shaving cream/foam/gel.

Identify the parameters that play the most important role in a consumer’s choice of buying

shaving cream/gel/foam using Factor and Cluster analysis.

Research question

What is the inter-brand recall of shaving cream/gel/foam brands and their existing image

in the consumer’s mind?

What is the effect of non-attribute factors on the purchasing decision of shaving gel/foam?

How strong is the brand loyalty of customers towards shaving cream/gel/foam?

What are the factors that play the most important role in a consumer’s choice of buying

shaving cream/gel/foam?

Research boundaries

The research was conducted in Hyderabad and the respondents were chosen on the basis of their

usage of shaving cream/gel/foam.

Hypothesis

There is no significant difference in the selecting pattern of shaving creams and lotion between

young and old aged group.

RESEARCH DESIGN

A) Sampling technique

we have done cluster sampling by collecting samples between two age groups young(<30) and

old (>45), simple random sampling by selecting people randomly in the selected groups. To

perform the same we collected samples from male students of different colleges to cater to young

age group and residential area such as apartments for old and super markets and men hair saloons

for both.

Sampling Frame: Residential areas, Super markets and Educational institutions

Sampling unit: Households, corporate and students

Sample Size: 143 (75-old and 68 young)

We collected 384 samples for both young and old but restricted our study to 143 because of

inadequacies with respect to time, resource and money. We wanted to know the buying pattern

of only one brand of shaving cream and lotion which tapped major market in India and add it as

a supplement to our study and we are hoping to do the same in future.

B) Data collection method

The process of data collection included face to face interviews and mail questionnaire. We chose

this process, as this was apt for products like shaving creams and lotions, where the target market

are only men and we could interact with them in person and get the responses while buying a

shaving product and lotion.

C) Measurement

To achieve the research objective of our study we conducted a focused group discussion and

created an extensive questionnaire out of its results.

D) Analysis procedure

To analyze the data collected out of sampling, we used Microsoft excel and statistical software

SYSTAT and depicted the data in form of graphs and pie charts

RESEARCH APPROACH

Phase 1 - Secondary Data

The group in the initial phase of the project focused on secondary data collection. The

data collection primarily focused on

History of shaving creams/foams

Different brands of shaving creams/foams

The secondary data collected in the first phase of the project helped the group in getting

better understanding of the shaving cream/gel/foam market.

Phase 2 – Focus group discussion (FGD)

After the secondary data collection was complete, two focused group discussions were

done. A group of 3 people and a group of 6 people were used for the two FGDs. Through

these FGDs, the various attributes that a person looks for in the shaving cream/gel/foam

were listed down. FGDs also helped the group in understanding the buying behavior, the

consumption pattern, the influencers etc which further helped in preparation of the

questionnaire.

Phase 3– Questionnaire

From the results of FGDs, a pilot questionnaire was formed. The pilot study was a

descriptive research that identified all possible factors influencing buyer behavior. An

analysis of the pilot questionnaire was done. A pretest of questionnaire was done among

8 people and from the analysis; few other options were added so that people could easily

fill in the questionnaire. After the pilot test, the final questionnaire was formed. The

questionnaire was designed to capture both quantitative and qualitative information. The

overall design of questionnaire has tried to capture data in the following areas: To answer

the question of what are the predominant constituents of shaving cream/gel/foam

consumers in terms of:

(1) Profile and age

(2) Buying Behavior and Decision-making process

(3) Relative importance of different attributes

(4) Brand awareness and preference

(5) Brand switching behavior/ Brand Loyalty

ANNEXURE- 1

FOCUSED GROUP DISCUSSION QUESTIONNAIRE

We conducted two FGDs for our product- Shaving cream and lotion

Focus Group 1: 10 students and employees (<30 age)

Focus Group 2: 3 employees (>45 age)

Following are the questions that helped us in moderating the entire discussion and the answers

that majority in the group agreed to:

1) Type of shaving: cream/gel/foam

FG 1: The college students now use gel and were using cream before

FG 2: The office goers preferred foam for its ease of use and otherwise used cream/gel

2) What product first comes to your mind when I say Shaving cream?

FG 1: The college goers were unanimous – Gillette

FG 2: The older persons went for Godrej/ Palmolive/old spice

3) Brands you are aware of?

FG 1: came up with many brands, but not only the traditional ones. (Old Spice, Palmolive, Godrej, Axe, Denim, Gillette, Park Avenue, Dettol, V-John)

FG 2: came up with many national brands ( Old Spice, Palmolive, Godrej, Gillette, Dettol)

4) How often do you shave?

FG 1: Once or twice a week

FG 2: Every day

5) Does the brand of the cream/gel really matter for shaving?

FG 1: no. only gets the job done. (The group was loyal to the razor- Gillette)

FG 2: not really. (This group too was loyal to the razor- Gillette)

6) Self shave or salon? Why?

FG 1: Self. Other brands, hygiene, have lots of time for self shave

FG 2: Self. Hygiene, time factor, it is a time for one self.

7) Have you switched brands?

FG 1: yes, quite frequently.

FG 2: no. not very recently. (Just one person was into experimenting with new products every time he goes to buy shaving cream/gel/foam)

8) If so, why?

FG 1: just to try out new brands. Offers. (Inference: They haven’t settled to for a brand)

FG 2: only sometimes. For a change or unsatisfied. More loyal to brands.

9) Where do you purchase?

FG 1: the nearest place or super market

FG 2: with regular shopping

10) Currently which brand do you use? Are you satisfied?

FG 1: Gillette, Cinthol, one used electric shaver

FG 2: Gillette, Denim, Palmolive

11) Information search?

FG 1: ads don’t influence. Decision is made at the point of purchase

FG 2: ads don’t influence. Many times decision is made before coming to store.

12) Do you buy the product yourself or your family members buy it for you?

FG 1: brand influenced by brother or father

FG 2: self purchase

13) What do you expect from a shave? (Soft skin/get the job done/fragrance etc.)

FG 1: smoothness, get the job done

FG 2: get the job done, not harsh on skin

14) The attributes you look for in your shaving cream/gel/foam?

The two groups together came up with 12 attributes after a few minutes. They had 4 attributes

that overlapped as shown.

FG 1: Price

Stylish package design

Antiseptic attribute

Color of the cream/foam/gel

Lather formation

Availability in stores

Offers/Discounts

Brand name

FG 2: Ease of Use

Keeps the skin soft

Ingredients

Fragrance

Lather formation

Availability in stores

Offers/Discounts

Brand name

ANNEXURE 2

CUSTOMER SURVEY QUESTIONNAIREDear respondent,

We are conducting a survey for shaving creams and shaving lotions. We would be grateful if you fill up this questionnaire and co-operate us for the success of our project.

NAME (optional):

DATE:

NAME OF INTERVIEWER:

1. What is your age? [ ]A. Less than 18B. 18-23C. 23-30D. 30-45E. Greater than 45

2. What is your occupation? [ ]A. Government serviceB. Private serviceC. BusinessD. Self employedE. StudentF. Others (specify) …………………………..

3. How often do you shave? [ ]A. DailyB. Alternate daysC. Twice a weekD. Once a week

4. What type of shaving product do you use? [ ]A. Shaving creamB. Shaving gelC. Shaving foamD. SoapE. Electronic trimmer

5. Where do you generally buy shaving product? [ ]A. Grocery shop

B. Super market/departmental storesC. Chemist shopD. Any shop near buyE. Specialty stores

6. Which of the shaving cream/foam/gel are you aware of? [ ]A. FaB. Old spiceC. PalmoliveD. GodrejE. AxeF. DenimG. GilletteH. Park avenueI. DettolJ. 7 O’ clockK. Others (specify)

7. Which of the following brands do you personally use? [ ]L. FaM. Old spiceN. PalmoliveO. GodrejP. AxeQ. DenimR. GilletteS. Park avenueT. DettolU. 7 O’ clockV. Others (specify)

8. Which of the following brands you bought since the last six months? [ ]A. FaB. Old spiceC. PalmoliveD. GodrejE. AxeF. DenimG. GilletteH. Park avenueI. DettolJ. 7 O’clockK. Others (specify)

9. If your first preferred brand is not available in the store then what do you do? [ ]A. Purchase some other brand from the same shop/ storeB. Purchase the same brand from some other store.

10. If the price of most preferred brand increases what would you do? [ ]A. Shift to another brandB. Still buy the same brand

11. Please rate the factors given below on scale of 1-5 based on the importance they hold for you in purchase decision of a shaving cream/foam/gel ( 1 least important to 5 most important)

S.No Attributes Rating ( 1-5)

A Price

B Availability in stores

C fragrance

D Stylish packaging

E Brand name

F Color of shaving cream/foam/gel

G Foam formulation

H Antiseptic attribute

I Ease of use

J It keeps my skin soft

K ingredients

L Offers/discounts

12. Please rate for the brand you mentioned in question 7 for the attributes mentioned below on 1-5 scale (1 if you are fully dissatisfied to 5 to fully satisfied)

S.No

Attributes Rating ( 1-5) for the brand you chosen in question 7

A Price


C fragrance

D Stylish packaging

E Brand name

F Color of shaving cream/foam/gel

G Foam formulation

H Antiseptic attribute

I Ease of use

J It keeps my skin soft

K ingredients

L Offers/discounts

13. Are you aware of after shave lotions. If yes please specify few A. …………………………..B. …………………………..C. …………………………..D. …………………………..

14. Do you use after shave lotions? [ ]A. YesB. No

15. When do you use after shave lotion? [ ]A. Immediately after shaveB. After a bathC. Anytime in a dayD. Before going to the party

16. Please rate the factors given below on scale of 1-5 based on the importance they hold for you in purchase decision of a after shave lotion ( 1 least important to 5 most important)

S.NO

FACTORS Rating ( 1-5) for the brand you chosen in question 7

A Price


C fragrance

D Stylish packaging

E Brand name

F Antiseptic attribute

G Ease of use

H It keeps my skin soft

I ingredients

J Offers/discounts

ANALYSIS OF QUESTIONNAIRE Age of the sample

From the study conducted, young are 68 and above 45yrs of age are 74

age

young( 16 to 45)old (above 45)

How often do you shave?

Both the sample preferred shaving once a week to larger extent

YOUNG

dailyalternate daystwice a weekonce a week

OLD

dailyalternate daystwice a weekonce a week

Type of shaving product used

Creams are most preferred

young

shaving creamshaving gelshaving foamsoapelectronic trimmer

old

shaving creamshaving gelshaving foamsoapelectronic trimmer

Place of buying shaving cream

Both the samples preferred to buy products in super markets

young

grocery storessuper marketchemist shopany shop near byspeciality stores

old

grocery storessuper marketchemist shopany shop near byspeciality stores

Awareness towards shaving creams

young faold spicepalmolivegodrej axedenimgillettepark avenuedettol7'0 clockothers

fa

old spice

palmolive

godrej

axe

denim

gillette

park avenue

dettol

7'0 clock

others

Brands personally used by sample

young

faold spicepalmolivegodrej axedenimgillettepark avenuedettol7'0 clockothers

old


Brands that sample personally used in 6 month time period

Gillette banged hearts of both young and old

YOUNG


OLD

fa

old spice

palmolive

godrej

axe

denim

gillette

park avenue

dettol

7'0 clock

others

Brand loyalty

Both samples were found brand loyal

YOUNG

purchase some other brandpurchase same brand from dif-ferent store

OLD

purchase some other brandpurchase same brand from different store

Does price effect brand loyalty?

Even though the price of a brand increases,both the samples wished to buy the product of their choice.this again proves that they are brand loyal.

YOUNG

shift to another brandstill buy same product

OLD

shift to another brandstill buy same product

Usage of after shave lotions

From the sample study, it was found that young did not prefer using after shave lotions to larger extent, though some were very particular about after shave lotions

Old sample were very particular of after shave lotions and majority use after shave lotions

YOUNG

yesno

OLD

YESNO

Z -TEST

Shaving creams

a) Attributes-Price and brand name:

Hypothesis:

There is no significant difference with respect to the attributes, price and brand between young and old

age groups, while buying shaving cream.

Two sample z -test

Variable AGE N Mean StandardDeviation

PRICE 1 68.000 2.750 1.365

2 75.000 3.853 0.485

BRAND_NAME 1 68.000 4.162 1.192

2 75.000 3.707 1.183

Variable AGE Mean Difference 95.00% Confidence Interval Z p-Value

Lower Limit Upper Limit

PRICE 1 -1.103 -1.734 -0.473 -3.430 0.001

2

BRAND_NAME 1 0.455 -0.175 1.085 1.415 0.157

2

From the above analysis, we can interpret that,

P < 0.05 for price, hence hypothesis is rejected .Therefore, there is significant difference among

young and old age groups with respect to price.

P >0.05 for brand, hence hypothesis is accepted. Therefore, there is no significant difference among

young and old age groups with respect to price. Brand name is preferred by both age groups.

b) Attributes-Brand and softness:

Hypothesis:

There is no significant difference with respect to the attributes, brand and softness between young and old


Two sample z-test:


BRAND_NAME 1 68.000 4.162 1.192

2 75.000 3.707 1.183

SOFTNESS 1 68.000 4.500 0.855

2 75.000 3.733 0.577



BRAND_NAME 1 0.455 -0.054 0.964 1.751 0.080

2

SOFTNESS 1 0.767 0.257 1.276 2.950 0.003

2


P < 0.05 for softness, hence hypothesis is rejected .Therefore, there is significant difference among

young and old age groups with respect to softness.



Z TEST

After shave lotion

Attributes-Price and brand name

Hypotheses

There is no significant difference with respect to the attributes, brand and softness between young and old



PRICE 1 46.000 2.565 1.573

2 75.000 3.093 0.640

BRAND_NAME 1 46.000 4.217 1.052

2 75.000 3.973 0.328



PRICE 1 -0.528 -0.976 -0.080 -2.312 0.021

2

BRAND_NAME 1 0.244 -0.204 0.692 1.069 0.285

2


P < 0.05 for price, hence hypothesis is rejected .Therefore, there is significant difference among

young and old age groups with respect to price.



ANNEXURE-3

BUYING PATTERNS OF CONSUMER

Personality is defined as “an individual’s characteristic response tendencies across similar

situations or those inner psychological characteristics that both determine and reflect how a

person responds to his or her environment. There are various kind of personality found as:

Innovativeness: How receptive a person is to new experiences

Need for uniqueness: High need for uniqueness individuals do (and do not) make

unconventional (i.e., unique) choices.

Social character: Social character is a personality trait that ranges on a continuum from

inner-directedness to other-directedness.

Need for cognition: Individual with high need for cognition more likely to respond to ads

rich in product information

Consumer materialism: The degree of the consumer’s attachment to “worldly possessions”

Fixated Consumption Behavior: it is in the realm of normal and socially acceptable

behavior. Fixated consumers do not keep their objects or purchases of interest a secret;

rather, they frequently display them, and their involvement is openly shared with others who

have similar interest.

Consumption Ethnocentrism: the consumer’s likelihood to accept or reject foreign-made

products.

ANNEXURE-4

OUR ANALYSIS OF MOTIVES ON CONSUMER BEHAVIOR FOR SHAVING CREAM

Mr. Ashwin Pershad: A Youngster: Age: 24 years

When he came to purchase Shaving Cream in More Supermarket, he wanted to have an

altogether new experience. While having an interaction with him we came to know that he was

already using Denim, which he had used earlier but as there, are some influencing

advertisements’ he thought of changing his old cream for new one.

When asked about why AXE Cream, he said that it was a personal consensus to change. He

thought that AXE cream will provide him with a new experience as he is having oily skin

texture.

When we judge him on traits then I come to know that he has a trait of “Consumer

Innovativeness” as he was trying to have a new experience.

Mr. Naveen: A Middle Aged Personality: Age: 30-35 years

When we met this person in More Supermarket, we came to know that He had visited the store

several times before and each time he use to enquire about various brands of Shaving Creams

& various Personal Care products.

As per his trait he collected enough information regarding all the brands available and he also

did some secondary search for getting the solid information regarding it. The trait shown by

him is “Cognitive Behaviour” as he was very particular about a brand and we can even tell

that he is a Brand Loyal person.

Reason: He has returned from U.S.A and he still prefers the same brand i.e Gillette and even he

carries with him Old Spice after shave to U.S.A from India whenever he has a trip. He seems to

be very Cognitive & even Brand Loyal by his nature.

Mr. X: Again a middle aged personality: Age: 35 years

He was a perfect case of “Consumer Materialism”. He wanted to keep all the material

things at his possession. He was fond of cosmetics and had a good possession of it. When we

interacted with him, we analyzed he was very open- minded for new cream and cosmetic

products which shows that he was a low Dogmatic personality. He liked to try new things and

he was very much fond of Skin related creams. He was very skin- sensitive.

Mr. Nayak: Very Experienced and Matured Personality: Age: 40 Years

A person who must be watching the advertisement of various Shaving Cream brands very

carefully. He followed the advertisements and even he tried various brands then he selected

the best out of it and now he is Brand Loyal to that specific brand. He can come in the

category of “Visualizer” as advertisements are appealing him more rather than print material

as a source of information.

CONCLUSION-

Shaving creams which cater to the needs of all males above age 18 are also very choosy to

consumers with many brands containing different attributes. There has been significant

difference in the buying pattern.

buying behaviour of shaving creams and after shave lotions

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