INTRODUCTION

Shampoo is a hair care product used for the removal of oils, dirt, skin
particles, dandruff, environmental pollutants and other contaminant particles
that gradually build up in hair. The goal is to remove the unwanted build-up
without stripping out so much sebum as to make hair unmanageable.
Even though most modern shampoos include a conditioning component,
shampooing is frequently followed by the use of conditioners which ease
combing and styling.
The word shampoo in English is derived from Hindi chāmpo and dates to
1762. The Hindi word referred to head massage, usually with some form of hair
oil.Similar words also occur in other North Indian languages. The word and the
service of head massage were introduced to Britain by a Bengali entrepreneur
Sake Dean Mahomed. Dean Mahomed introduced the practice to Basil
Cochrane's vapour baths while working there in London in the early 19th
century, and later, together with his Irish wife, opened "Mahomed's Steam and
Vapour Sea Water Medicated Baths" in Brighton, England. His baths were like
Turkish baths where clients received an Indian treatment of champi
(shampooing), meaning therapeutic massage. He was appointed ‘Shampooing
Surgeon’ to both George IV and William IV.
In the 1860s, the meaning of the word shifted from the sense of massage
to that of applying soap to the hair. Earlier, ordinary soap had been used for
washing hair.However, the dull film soap left on the hair made it
uncomfortable, irritating, and unhealthy looking.
During the early stages of shampoo, English hair stylists boiled shaved
soap in water and added herbs to give the hair shine and fragrance. Kasey
Hebert was the first known maker of shampoo, and the origin is currently
attributed to him. Commercially made shampoo was available from the turn of
the 20th century. A 1914 ad for Canthrox Shampoo in American Magazine
showed young women at camp washing their hair with Canthrox in a lake;
magazine ads in 1914 by Rexall featured Harmony Hair Beautifier and
Shampoo. Originally, soap and shampoo were very similar products; both
containing the same naturally-derived surfactants, a type of detergent. Modern
shampoo as it is known today was first introduced in the 1930s with Drene, the
first shampoo with synthetic surfactants.

Composition
Shampoo is generally made by combining a surfactant, most often
sodium lauryl sulfate and/or sodium laureth sulfate with a co-surfactant, most
often cocamidopropyl betaine in water to form a thick, viscous liquid. Other
essential ingredients include salt (sodium chloride), which is used to adjust the
viscosity, a preservative and fragrance. Other ingredients are generally included
in shampoo formulations to maximize the following qualities:
 Pleasing foam
 Easy rinsing
 Minimal skin/eye irritation
 Feels thick and/or creamy
 Pleasant fragrance
 Low toxicity
 Good biodegradability
 Slightly acidic (pH less than 7), since a basic environment weakens the
hair by breaking the disulfide bonds in hair keratin.
 No damage to hair
Many shampoos are pearlescent. This effect is achieved by addition of
tiny flakes of suitable materials, e.g. glycol distearate, chemically derived from
stearic acid, which may have either animal or vegetable origins. Glycol
distearate is a wax. Many shampoos also include silicone to provide
conditioning benefits.
Commonly used ingredients
 Ammonium lauryl sulfate
 Ammonium chloride
 Glycol
 Sodium laureth sulfate is derived from coconut oils and is used to soften
water and create a lather.
 There was some concern over this particular ingredient circa 1998 about
this chemical being a carcinogen, but that has been disproved.
 Sodium lauryl sulfate
 Sodium Lauroamphoacetate is naturally derived from coconut oils and is
used as a cleanser and counter-irritant. This is the ingredient that makes
the product tear-free.
 Polysorbate 20 abreviated PEG(20) is a mild glycol based surfactant that
is used to solubilize fragrance oils and essential oils; meaning it causes
liquid to spread across and penetrate the surface of a solid (i.e. your hair).
 Polysorbate 80 abreviated PEG(80) is a glycol used to emulsify (or
disperse) oils in water (so the oils don’t float on top like Italian salad
dressing). • PEG-150 Distearate is a simple thickener.
 Citric Acid is naturally derived from citrus fruits and is used as an
antioxidant to preserve the oils in the product. While it is a severe
eyeirritant, the Sodium Lauroamphoacetate counteracts that property.
Citric acid is used to adjust the pH down to approximately 5.5. It is a
fairly weak acid which makes the adjustment easier. Shampoos usually
are at pH 5.5 because at slightly acidic pH the scales on a hair follicle lay
flat making the hair feel smooth and look shiny. it also has a small
amount of preservative action. Citric acid as opposed to any other acid
will prevent bacterial growth.
 Quaternium-15 is used as a bacterial/fungicidal preservative.
  Polyquaternium-10 is a totally different chemical than Quaternium-15.
This chemical acts as the conditioning ingredient, providing moisture and
fullness to the hair.
 Di-PPG-2 myreth-10 adipate is a water-dispersible emollient that forms
clear solutions with surfactant systems.

Shampoo Industry in India:

Indians have evolved from the ‘champi’ times, wherein hair oil was
considered to be the only product meant for hair care. Today, there are a
plethora of options available from shampoos and conditioners to hair dyes and
post wash products. In this article we focus on the shampoo segment, which is
considered to be one of the fastest growing segment in the hair care industry.
The India shampoo industry is estimated at Rs 14 bn and is growing at an
average rate of 20% per annum. According to AC Nielsen, shampoo is one of
the fastest growing categories within FMCG sector and is expected to grow at
25% per annum in the coming years.
Segmentation: The shampoo industry is segmented on benefit platforms:
cosmetic (shine, health and strength), anti dandruff (AD) and herbal. 20% of the
total shampoo market is accounted by the AD shampoos. The AD segment is
the fastest growing segment, growing at 10% to 12 % every year

Usage: The frequency of shampoo usage is very low in India. Most consumers
use shampoo only once or twice in a week. In many cases, these products are
used on special occasions such as weddings, parties etc. About 50% of
consumers use ordinary toilet soaps to wash their hair. About 15% of consumers
use toilet soaps as well as shampoo for cleaning their hair. Also 70% of the total
shampoo sales are through sachet sales. HLL has higher stakes in the rural
market with an 80% share. The bottle sales are popular in the northern region
where 50% of the shampoo bottles are sold.
 From a penetration level of 13% in 2000, now almost a third of the
country's rural population uses shampoo with penetration levels zooming to
32% in 2005. While the north and west zones have tripled in penetration, the
south and east zones have doubled during the period between the years 2000 to
2005
After a sober growth in 2004 due to the downturn of the FMCG sector,
shampoo sector saw strong growth in the next two years due to the introduction
of sachets and a surge in rural demand. The overall shampoo market, which sees
annual volume sales of approximately 63,000 tonnes, saw rural offtake grow by
40% last year, while urban demand grew half that at 21%.
India is and will remain for some time one of the youngest countries in
the world. Currently there is a population of 163 m teen in India. Approximately
half of the 1 bn plus population is under the age of 20, which is one of the
largest consumer of hair care products. This provides huge market for the
shampoo players. Also, with the increasing income levels of the middle class
population, the usage of shampoos has increased.
Despite its undisputed potential, the rapid expansion of the shampoo
market was interrupted in 1999. Overall growth rates in the market slowed to
1.7% in 1999, from 16% the previous year. Lack of innovation was the major
reason for slowdown. The perception that shampoos contain harsh chemicals
that could damage hair, high price and the view that the shampoo is more of a
glamour product rather than a hygiene product led to lower sales. The players
came out with the idea of smaller packs, which were a success. Also, products
like anti dandruff started getting attention and became the fastest growing
category. Players like Dabur and Ayush came up with herbal shampoos.
However in recent times, the value-added shampoo segment is getting
quite crowded, with a range of pharmaceutical and cosmetics companies
launching specialised products. Godrej Soaps has leveraged its dominance of
the hair colour market to launch Godrej Colourgloss shampoo, for users with
coloured hair, while pharma companies (including Johnson & Johnson) have
launched medicated antidandruff shampoos (which will probably carry higher
credibility with buyers).
Going forward, by 2015, the under 20 crowd will make up 55% of all
Indians providing a huge opportunity to players in this sector. Further, there is
potential for converting users of toilet soaps and occasional users. With
increasing awareness and advertising campaigns, the overall penetration of
shampoos in India is likely to multiply manifold in the next two to three years.
The introduction of shampoo in India dates back to the British reign in the
country. Being a recent development the growth of shampoo or rather the
penetration levels of shampoo in the India has been commendable. The
shampoo market in India is estimated to be Rs 2,500-3,000 crore.
The shampoo market is India is categorized according to the benefits they
provide. Mostly consisting of three kinds of shampoos cosmetic, herbal and anti
dandruff, the shampoo market in India has managed to tap users of the various
segments according to their requirements and preferences.
Due to the continuous efforts of the top shampoo brands in India penetration of
shampoos in urban areas is almost 100%. As far as penetration of shampoo in
the rural areas is concerned it has risen by almost 18% in the current scenario.
 COMPANY PROFILE
From the very beginning, Dove attempted to stand out in the personal
care scene rather than blend in. Lever Brothers’ Dove Beauty Bar hit the market
in 1957, representing the first Dove-branded foray into the soap market. Dove’s
soap advertisements reflected these moves to stand out, boasting that Dove soap
was ‘much better for your skin’ than regular soap due to its mildness and its
content of ‘one-quarter cleansing cream.’ Dove advertisements even included
taglines such as ‘Suddenly soap is old-fashioned!’ and ‘Dove creams your skin
while you wash’.
Additionally, Dove’s bars of soap took on a unique, curved shape while
Dove packaging featured simple and elegant coloring surrounding the now
iconic Dove bird logo. This made for easy brand recognition and distinction
within the minds of consumers – Dove quickly succeeded in establishing itself
as an innovator and outsider in the world of soap.
In terms of television advertisements, which were a fairly new marketing
outlet in the 1950’s, Dove displayed cream being poured into the Dover bar in
order to illustrate the moisturizing quality of the soap. The Dove Face Test
Campaign was another early marketing campaign of Dove’s, in which
advertisements displayed a woman who washed half of her face with generic
soap and half of her face with Dove soap. The half washed with Dove soap
would, of course, display a clear, clean, and moisturized complexion while the
non-Dove side was dry and featured soap residue.
The 1960’s saw the expansion of Dove to several different international
markets, as well as an evolution of sorts of Dove’s advertising campaigns. Dove
responded to the climate of the times by developing ads that empowered
women. The 60’s saw a new wave of feminism hit the United States, with
women displaying a newfound willingness to enter the workforce. Dove used its
first “Real Women” tagline in a number of ads which featured mock hidden-
camera testimonials of professional women heaping praise onto Dove products.
 As the 20th century progressed, so too did Dove’s catalog as the company
incorporated more complex and specialized products designed to sufficiently
cover every end of personal care. In terms of skin, Dove would introduce
moisturizers and dry skin care, among other products. In the 1980’s, the
company developed specialized hair care treatment for dry or damaged hair, as
well as hair oils. This Dove become a global leader in bath time hair care to
supplement their skin and soap dominance.
The advertisements would similarly evolve, as Dove progressed and
continued to empower women, using the famous tagline of ‘I Am Woman, Hear
Me Roar,’ as well as ‘A woman’s place, we all know, is wherever she wants it
to be.’
The 1990’s saw Dove undergo a global product roll-out to over 80
countries, as well as an expansion of Dove’s product catalog. For starters, Dove
began to branch out by producing different kinds of shampoos, deodorants, and
cleansers.
The company made it a conscious goal to cover the full range of skin and
hair cleaning, and did so effectively by introducing products that exhibited the
same moisturizing qualities as their patented Dove soap bars.
Dove hair care range was introduced in 1998 in Europe and in 2003 in
North America. In India, Dove hair care range was launched in 2007. Within 15
months of its launch, dove has become the fastest growing shampoo brand in
the country. The range has highly conditioned formulation which delivers the
moisture promise of Dove to the consumer.
Dove has a range of hair care products that repair accumulated damage
and protect and care for the hair.The new Zero Damage System repairs and
protects hair from damage that stands between you and the beautiful hair you
desire. The range includes ‘daily therapy’ shampoo and conditioner, ‘dry
therapy’ shampoo and conditioner, ‘breakage therapy’ shampoo, conditioner,
serum and hairmask.
 Dove hair care products where useful in preventing anti aging and anti
frizzing i.e Shampoos were designed in such a manner that it prevented hair
damage to large extent.The new Dove range of shampoos has been designed to
particularly focus on issues related to colored hairs.It is seen that that India
consist of very small segment of women i.e 20% who use hair color as
compared to women in developed countries. Apart from this there is a range of
daily hair care products with the special one third moisturizers and another for
extremely dry and frizzy hair.
Tagline adopted was “More beautiful hair with every wash”.
 PRODUCT PROFILE
The acclaimed and groundbreaking ‘Real Beauty’ campaign by
Dove initially came about as a result of internal research by Dove and
associates which indicated that only 2% of women consider themselves to be
beautiful. This shocking statistical revelation has been buffered by a Dove
advertisement which drove home the same message. In a viral Dove video
advert, a sketch artist drew two pictures of the same women based on their self-
description, as well as description by a third party.
In each case, the sketch based off of the third party description was more
flattering than that of the one based off of the self-description.
Responding to their findings, Dove decided to launch a campaign that
promoted self-confidence, as well as the promotion of realistic beauty standards.
The goal of the campaign in the words of Fernando Machado, global brand vice
president for Dove Skin is “to create a world where beauty is a source of
confidence and not anxiety.” The first stage of the campaign saw global
billboard advertisements featuring regular women, not models, whom folks
were encouraged to vote on whether or not they were “fat or fab,” for example.
The votes were updated in real time on the billboard, which were
generally overwhelmingly positive – encouraging real women in the real world.
A series of mini-documentaries designed to promote realistic beauty standards
would follow, the first of which was titled “Daughters.” The film featured
mothers and daughters being interviewed regarding perceptions of beauty and
the beauty industry, and was a rousing success, resonating with the beauty
world as well as the mainstream.
However, the campaign has been polarizing to some degree. A number of
media outlets pointed out the perceived hypocrisy on the part of Unilever –
Dove’s owner – which has found great success in marketing skin-lightening
supplements under different brands. It must be noted, however, that Dove is
essentially its own entity, unable to control the actions of different companies
and brands. Ultimately, Dove has received a mixture of praise and criticism that
has been consistent with the political leanings of the entities which have
provided that praise and criticism.
A research paper from 2009 was critical of the campaign, or rather of its
influence. Diving into the public discourse surrounding the campaign in Israel,
the paper’s authors stated that – despite the social message meant to empower
women and bring positive change in society’s view of women and of beauty –
the internet and mainstream media were heavily influenced by patriarchal
“thinking patterns and conceptualizations”. As such, the authors asserted that no
real change in discourse was observed, and if anything the campaign served to
reaffirm “traditional patterns of power and oppression.” Keep in mind this is the
Middle East after all, so traditions differ vastly from the West.
As the Huffington Post accurately pointed out, we will have to wait until
a generation of young women raised through this prominent message grows up
to see its ultimate results. One thing’s for sure, however: Dove’s Real Beauty
Campaign has left a serious imprint on the world, and has done an excellent job
of raising awareness for this important issue as well as for the Dove brand.
Dove has experienced tremendous growth throughout the course of this
campaign, and it shows no intent of slowing down any time soon.
Dove Skin Care Review
Recognizing that skin care begins but doesn’t end with a bar of soap,
Dove has developed an entire line of outside-the-bath skincare products
designed to promote healthy, clear skin. For starters, Dove Cream Oil Body
Lotion uses real shea butter to reveal silky, smooth, and healthy skin. The oil
lathers and penetrates the skin in order to create a moisturizing effect that works
and lasts.
Dove Cream Oil Intensive Body Lotion, on the other hand, uses a blend
of nourishing oil and hydrating cream in order to sooth dry skin and promote
moisture and skin health. Either lotion is a great choice if you’re looking to
improve or maintain your healthy skin!
Dove Hair Care Review
  Dove doesn’t mess around while reading about their great line of soaps
and deodorants, just wait until you get a load of Dove hair care! Dove offers a
large number of shampoos, but in particular we would like to highlight Dove
Advanced Series Oxygen Moisture Shampoo. Using lightweight, oxygen-fused
ingredients, Dove Oxygen Moisture cleanses the hair while adding natural-
looking volume, making for a natural, healthy looking head of hair.
Moving on to Dove Conditioners we have Dove Nutritive Solutions,
which instantly detangles hair in order to improve manageability and
cleanliness. The conditioner makes hair softer and smoother by using
Dove’s Pro-Moisture Complex, which is designed to promote hair health and
appearance.
Dove Advanced Hair Series Intense Restoration Mask helps coarse,
naturally curly hair in the form of a simple, convenient treatment. The nutrients,
protein, and buriti oil within the mask moisturizes and soothes in order to create
a more healthy, attractive head of hair. Next up, Dove Advanced Hair Series
Supreme Crème Serum provides a hair care treatment in a convenient, on-the-go
package!

Dove Intense Repair :

At Dove they believe that the hair is different; and different hair needs
different solutions. So when hair has split-ends, it's actually damaged on the
inside. Dove Intense Repair corrects the real cause of split-ends - damage. Its
1/4 Moisture Milk and Fiber Actives go deep inside to repair damage so that the
split-ends are lost without losing hair- length.
Dove Hair Fall Rescue:
At Dove believe that , the hair is different; and different hair needs
different solutions. So when hair falls easily, it's actually damaged on the inside.
Dove Hair Fall Rescue corrects the real cause of hair fall - damage. Its 1/4
Moisture Milk and Micro Moisture Serum go deep inside to repair damage so
that lesser hair falls and fuller hair.

Dryness therapy:
At Dove they believe that the hair is different; and different hair needs
different solutions. So when hair feels dry, it's actually damaged on the inside.
Dove Dryness Care corrects the real cause of dryness - damage. Its 1/4 Moisture
Milk and Micro moisture serum go deep inside to restore hair's lost moisture
and keep dryness caused by damage at bay. So the hair feels soft and smooth.
Dove daily shine shampoo:
Contains patented micro moisture serum that defends your hair against
constant aggressions that cause dullness.
Dove dandruff care:
ZPTO & micro moisture serum combination keeps dandruff under
control without drying your hair, from the first wash.
 OBJECTIVES OF THE STUDY

Primary Objectives

To Find the customer satisfaction level of the Dove Shampoo in Cumbum

town.

Secondary Objectives

 To know customer preference about the Dove Shampoo.

 To Study about people’s expectations, pricing factors, price variation of
Dove Shampoo.
 To Find the customer satisfaction level of Dove Shampoo.
 To know the product usage and availability in the Market.
 To find out the demand of Dove Shampoo.
 To know the opinion of prospective related to Dove Shampoo.
 To make suitable suggestions for the improvement of production and
Marketing of a Dove Shampoo.
 RESEARCH METHODOLOGY

In this survey, convenient sampling method is used. 50 Persons are

chosen for the study in Cumbum Town, Theni District to constitute the
sample of consumers for the survey. Under convenient sampling whoever
is available, willing and whose co-operation is fully available were taken
as respondents for the study. Since the respondents are not 'highly literate'
necessary data is collected by interviewing each of the household head that
constituted the sample of respondents for the study.

Research Design
It gives details about, the exploratory, explanatory or descriptive or
experimental nature of the research work. Why particular design is used
and hat is its importance is also put in this section. According to David
Luck a research design is defined as,
"A series of advanced decisions that taken together, comprise a
master plan or model for the conduct of an investigation".

Data Collection Method

Whether primary or secondary data is to be collected is explained. A
copy of the questionnaire (or) schedule used is to be attached in appendix
and its importance is highlighted in this getting.

Primary Data
Primary data are obtained by a study specifically designed to fulfill
the data needs of the problem at first hand, such data are original in
character and are generated in large number of surveys conducted mostly
by the government, and also by some individual, institutions and research
bodies.
Secondary Data
Data that are not originally collected but rather obtained from
published or unpublished sources are known as secondary data. The
secondary data constitute the chief materials on the basis of which
statistical work is carry out in many investigations. Secondary data are
collected from magazine.

Sampling Plan
Who is to be surveyed, how many are to be surveyed, how are they
selected and how are they reached. All these details are to be given in this
section. According to Blalock and Blalock define a sample thus. "It is a
small piece of the population obtained by a probability process that
mirrors, with known precision, the various patterns and bob-classes of the
population".

Sample Unit: I chose my sampling area at Cumbum Town for market

survey of the Dove Shampoo.

Sample Size: The sample size taken for the survey is 100 respondents,

Tools Used for Analysis: The collected data were interpreted using
percentage analysis method.

Field Work
This section deals with the details of the fieldwork to be carried out,
and methodology for administering the questionnaire or collection of
secondary data. Not-al-horns refusal to co-operate respondents bias, and
interviewer's bias are also highlighted.
Limitations
Various constraints facing the researcher which defer his/her in
detailed analysis of the problem may be pinpointed. Also various
limitations or demerits associated with the research problem must be
pointed out in their section.
 DATA ANALYSIS AND INTERPRETATION

Data Analysis

This is an attempt to organize and summaries data in order to increase

results. Usefulness in such a manner that enables the researcher to relate critical
points which the study objectives. Sometimes these organizing and
summarizing of data requires the use of summary statically measures.

Such as percentage averages and dispersions since most marketing data

are collected through the use of samples, the reliability of the summary
estimates is required to be determined. In this survey the collected data are
analyzed and interpreted by the percentage analysis method.

Percentage analysis method

Percentage method to a special kind of Ratio percentage is used in

making comparison between two or more series of data percentage to describe
relationship.

No. Of Respondents
Percentage = ———————————— x 100
Total respondents

Research design

A Marketing research design specifies the procedure for encoding and

controlling the research project. The choice of particular research design would
follow from the problem. As such there is no single best design. However, any
marketing research study must explicitly sate its plan about collection and
analysis of data.
 SUGGESTIONS

In India, the brand did not had the success of its global counterpart. One
reasons are the small " Premium " market and another is the price barrier.
Dove's initial price was around Rs50 that put off even the premium customers.

Although the "Campaign For Real Beauty" and the mildness are excellent
selling points, the brand is still not able to catch the fancy of Indian beauties.
With lot of sales promotions happening with the brand like 1+1 free , there is a
possibility of brand value erosion. With the brand now priced at Rs 28, the price
has somewhat become reasonable.

It has been felt that still the brand does not fit into the " value for money"
proposition for the Indian consumer. It is a truth that Indian consumer looks for
" Value " even in premium products. Dove have a negative point in that the soap
usually does not last enough (partly because of our bathroom habits). This have
reduced the value proposition for this brand. With the emergence of an
attractive market in the premium cosmetic market in India, Dove have lot of
potential to become a key player, it has got the positioning right, now it has to
set the " Value" right for the Indian consumer.
 CONCLUSION

Dove's success cannot be attributed solely to what Dove has done, but
also to how Dove has done it. From beauty bar to global masterbrand, from
optimizing women's beauty to redefining beauty's parameters, Dove's legacy is
far-reaching and truly global. 50 years later, Dove has maintained its core
messaging, while changing with cultural and generational perceptions of beauty.
No matter where they are in the world, Dove's quality ingredients and products
give women one thing they want -- the confidence to let their inner beauty shine
through. As the mother in one of the testimonials said, "If you look good, you
feel good. If you feel good, you do good." If Dove can make more women feel
good about their beauty, then it is making a powerful contribution to women the
world over.

Moisturizing naturally curly hair in order to quench hair dryness, the

serum provides easy treatment anywhere and leaves hair looking soft, strong,
and healthy. A number of other products, such as Dove hair styling, solutions
for dull, dry, damaged, frizzy, and curly hair, as well as volumizing hair care
products, round out Dove’s excellent hair care line – try any of them today to
put Dove to work for you.

Dove may not be the oldest player in the game, but they have certainly
managed to break and make some rules. The name ‘Dove’ is fairly synonymous
with beauty, moisture, and care – and rightly so. The company works hard to
not only maintain its image, but also to design and create products which are in
line with the Dove’s core beliefs and views. For over 60 years, this company
has been providing the US with health and care solutions. The future certainly
looks bright and fully-moisturized for Dove and its consumers worldwide.
 QUESTIONNAIRE
1) What product do you use for your hair
a. Shampoo b. Soap c. Shikakai d. Shampoo and shikakai
2) If you use a shampoo, how often do you use it?
a. Daily b. Twice a week c. Weekly d. Monthly
3) What brand of shampoo are you using?
a. Clinic Plus b. Dove c. Sunsilk d. Garnier
4) What influenced you to buy Dove?
a. Advertisements b. Friends & family c. Price d. Salesmen
5) In what quantity do you buy Dove?
a. Sachets b. Bottles/bigger packs c. Family packs d. Mini bottles
6) How many members of your family use Dove?
a. All b. Siblings only c. Only you
7) Why you choose Dove?
a. Smooth, silky hair after usage b. Fragrance
c. Best available brand d. Flexible range
8) Do you find any additional utility by using Dove?
a. I use it because it is used in urban areas.
b. It really helps me maintain my hair
c. I use it because someone at home uses it
d. I donot find any difference between /dove and other shampoos
9) Which Dove shampoo do you use?
a. Dove Intense repair b. Dove hair fall rescue
c. Dove dryness therapy d. Dove daily shine
e. Dove dandruff care
10) What improvements would you suggest for Dove shampoo?
a. Should be available in other varieties
b. Should decrease the price
c. Should come in more fragrance
 d. Should increase availability of products in more number of retail
outlets
11) Are you satisfied with its cost?
a. Obviously b. Almost c. Yes d. It should be slightly less
12) What changes have you felt in your hair after using Dove shampoo?
a. My hair grows healthy
b. I become more confident about my beauty and personality
c. My hair has become silky
d. Reduced dandruff
13) Have you used any shampoo before this?
a. Yes b. No
14) What features do you look for in a shampoo?
a. Smoothening of hair b. Anti dandruff
c. Conditioning d. To prevent hairfall
15) How often do you change your brand?
a. Very often b. Depends on price of new brand
c. To experiment with new brand d. I stay loyal to my brand
16) What are the features that attract you more?
a. Fragrance b. Ingredients c. Color d. Cost
17) What do you consider a reasonable price for average bottle of shampoo?
a. 50-100 b. 100-150 c. 150-200 d. Above 200
18) If your income rose, will you increase the consumption of shampoo?
a. Strongly agree b. Agree d. Disagree e. Strongly disagree
19) What do you look for buying a shampoo?
a. Packaging b. Features c. Cost d. Brand