Republic of the Philippines

City College of Tagaytay

Akle St., Kaybagal South, Tagaytay City 4120

Consumer Satisfaction Index for

Shampoo Products:

Basis for

Total Quality Management

Group 1

Banawa,Marina

Castillo, Mary Joy

Compendio, Leslie

Ferareza, Irish Grace

Hernando, Aiko Rose

Reyes, Kristine

Vidallo, Stephanie
 TABLE OF CONTENTS

Title Page

Table of Contents 2-3

Chapter 1

INTRODUCTION 4-5

Statement of the Problem 6

Scope and Limitation of the Study 6

CHAPTER 2

REVIEW OF RELATED LITERATURE 7-8

CHAPTER 3

RESEARCH METHODOLOGY 9

 Research Design 9

 Questionnaire Design and Data Collection 9-10

 Sampling Technique-nonprobability/Quota 10

 Respondents of a Study 10

 Data Analysis 10-12

CHAPTER 4

RESULTS AND DISCUSSION 13-17

2
CHAPTER 5

CONCLUSION AND RECOMMENDATION 18-19

REFERENCES 20

LIST OF TABLES

Tables Titles Page

A Most Preferred Brand by the respondents 13

B Level of Satisfaction in first Choice

for brand preferred by the respondents 14

C Level of Satisfaction in Second Choice

for brand preferred by the respondents 15

D Most Desired Attributes by the respondents 16-17

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 CHAPTER 1
INTRODUCTION

The first version of liquid shampoo (still “soap”) was invented in 1927 by Hans

Schwarzkopf. Since 1927, liquid has been the most common form factor for hair

cleansing. It was not until 1933 that Hans Schwarzkopf created a soap-free liquid.

Shortly after in 1934, Proctor & Gamble (P&G) introduced the first synthetic, detergent-

based liquid. These developments were the most significant in terms of what we now

know as modern-day liquid shampoo. Since then, innovation related to washing our

hair has mainly dealt with the innovation of raw materials (ingredients) and packaging.

The most recent change in the form factor of shampoo was in 1987 when P&G

released the first conditioning and cleansing shampoo, also known as the original 2-in-

1 shampoo. Liquid shampoo has remained the norm for almost 100 years.

Schwarzkopf launched the first-ever liquid shampoo in Germany, which made the

hair-washing process easier because it combined the water and powder in one step

(though most people only shampooed every one to two weeks). Then in 1933, he

debuted an improved version, the first non-alkaline liquid shampoo called Onakali.

Today major industry players have innovated around feature-driven haircare. We

now have products that have been optimized to volumize, hydrate and moisturize.

There are shampoo formulas that have been designed for thick, fine, curly, damaged

and colored hair. In just the past couple of years, we’ve seen innovation in haircare

come from startup beauty-tech brands, which use hair quizzes to customize an

individual’s product.

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Consumers worldwide are concerned about their hair care, nutrition, health, and lifestyle.

Considering hair care is a crucial part of people’s daily beauty routines, consumers have

started experimenting with innovative and higher-end products, persuading numerous

global brands to grab a solid hold in their shopping baskets.

A shampoo is a common hair care item, generally in the form of a viscous liquid,

primarily used to clean hair. Natural shampoo and regular shampoo are two broad

segments of the shampoo market in Bangladesh. The distribution channels used in the

shampoo market are supermarkets, convenience stores, online retailers, and other

retailers. The critical drivers of the shampoo market are increasing customer concern

about their appearance, increasing product innovations, growing men’s grooming

shampoos, and the growing demand for natural and organic shampoos.

This exploratory study is based on primary data collected from women shampoo

consumers in Tagaytay City, Philippines. A sample of 200 shampoo consumers were

surveyed with a structured questionnaire containing nine influencing factors, including

product quality, product functionality, brand image, affordable price, advertisement and

sales promotion, availability in the market, attractive packaging, alluring aroma, and

fashion and status in selecting the global shampoo brands in their purchasing decision

process.

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Statement of the Problem

Generally, the researcher would like to determine the consumer satisfaction index

for Shampoo.

The specifically, it seeks to answer the following question:

1. What is the demographic profile of the respondents in terms of:

a. Age

b. Gender

c. Others…

2. What are the attributes desired by the respondents on shampoo?

3. What is the level of satisfaction of the respondents?

4. Based on the findings, what marketing strategy/TQM strategy that can be

implemented?

 Scope and Limitation of the Study

This study focused on examining customer satisfaction specifically related to shampoo

products. The research aimed to investigate the factors influencing customer satisfaction,

including product quality, fragrance, packaging, and brand reputation. The study included

customers from various demographic, such as age gender and income levels. Both

qualitative and quantitative research methods were employed to gather data and analyze

customer satisfaction levels. The findings of the research provided insights into the impact

of customer satisfaction on brand loyalty and repeat purchases, as well as

recommendations for improving customer satisfaction in the shampoo industry.

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 CHAPTER 2

REVIEW OF RELATED LITERATURE

On the study of RAJ (2016) There are different factors that influence the customers

in purchasing a shampoo were in to be in a "brand name, availability, price quality, and

types of packages". The customers consider the brand clinic plus the shampoo are the

best compared with other brands. As well as quality is an important part of buying

decisions. Price is also a main factor in purchasing.

According to J. Yang, in Cosmetic Science and Technology, 2017

Shampoo is a basic hair care product representing the largest segment of hair care

cosmetics. Shampoo is typically in the form of a viscous liquid with some exception of

waterless solid form such as a bar. Shampoo was developed to replace soap for

cleansing scalp and hair by removing unwanted sebum, dandruff, environmental dust,

and residues of hair care products. Most of the dirt including sebum are water

insoluble and cannot be effectively removed by water alone. Therefore, a shampoo

containing a combination of surfactants is necessary.

On the recent of study of P. Ranya, B. Gokilla and Dr. K. Vembu (2018) Shampoos

play a wide role in cosmetics product. But now shampoos become as essential

commodities to the consumers. Consumers wants to use the shampoo for various

purposes such as hair washing, hair conditioning and hair bleaching. Everybody uses

shampoo to maintain a fair and healthy hair.

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 According to Dutta and Nath (2019) Consumer worldwide are concerned hair care,

health and lifestyle. Haircare is considered as a crucial part of people daily routine,

consumer starts experimenting innovative and high-end products, persuading numerous

global brands.

As stated by Ida and Hidayati (2020) The abundance of shampoo brands on the

markets makes the producer compete to create more value for the customers.

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 CHAPTER 3

RESEARCH METHODOLOGY

This chapter presents the discussion on the research methodology of the study,

the research design, sampling technique, respondents of the study, and data analysis.

 Research Design

Quantitative descriptive research. Quantitative uses numerical data utilizing survey

or questionnaires to generate ideas about research problem. Descriptive method is also

used in this study. Descriptive research is a research method describing the

characteristics of the population being studied. It will describe the degree of satisfaction of

the respondent’s relating to the different attributes of shampoo products.

 Questionnaire Design and Data Collection

A structured questionnaire was prepared through Google Forms to collect data on

the variables relating to the determinants of female customers in purchasing and using

global shampoo brands. The questionnaire was divided into two sections. The first section

of the questionnaire consists of multiple-choice questions regarding the respondent’s

demographic information, including age group, occupation, educational background,

income level, and shampoo consumption behaviors. The second section of the

questionnaire includes questions on determining factors of customer preferences in

purchasing shampoo brands. All factors were adopted from the previous studies and pilot

surveys. A set of questions was asked to the respondents about each of the nine

determining factors of customer preferences in purchasing shampoo brands, including

Budget friendly/affordable, eco-friendly, fragrance, no damage hair, repair the damage

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that already done to hair, hair growing effect, maintaining hair color, healthy look and

smooth.

 Sampling Technique-nonprobability/Quota

The respondents of the study consist of 200 students/individuals buying shampoo

products. Non-probability sampling is used because the researcher feels it to be deemed

applicable for the study considering the very broad population of product user and

because of the limitation of researcher to reach out for another research locale. Quota

sampling is used to determine the sample size which represent those who uses or

consume shampoo products. Convenience sampling is also used based on the

convenience of the researcher and respondents.

 Respondents of a Study

The respondents of this study were the 200 students/individuals within Tagaytay

City. These respondents are the ones who are knowledgeable to answer the question in

the present study. They answered the questionnaire that the researchers gave them

which supplies the information that the researchers need.

 Data Analysis

Data analysis summarizes collected data. It involves the interpretation of data

gathered by analytical and logical reasoning to determined patterns, relationships, or

trends. In this research we choose to use the following statistical treatment:

I. Percentage Distribution is a frequency distribution in which the individual class

frequencies are expressed as a percentage of the total frequency equated to 100.

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 This will be used to analyze and interpret the collected data on customer’s top and

second brand choice in using shampoo products.

%= Frequency
X 100
Total number of respondents

II. Weighted mean is a type of average that considers the importance or relevance of

each value in the dataset. In this case, the weight assigned to two questions of

satisfaction rate and attributes desired would be based on its importance. Below is

the formula to calculating weighted mean.

W= Weighted average

n = number of terms to be average

wi = weighted applied to x values

Xi = data values to be averaged

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Follow the below steps.

1.List the numbers and weights in tabular form. Presentation in tabular form is not

compulsory but makes the calculations easy.

2.Multiply each number and the relevant weight assigned to that number (w1 by x1, w2 by

x2, and so on).

3.Add the numbers obtained in Step 2 (∑x1wi).

4.Find the sum of the weights (∑wi).

5.Divide the total of the values obtained in Step 3 by the sum of the weights obtained in

Step 4 (∑x1wi/∑wi).

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 CHAPTER 4

RESULTS AND DISCUSSION

This chapter shows the results and discussion from the data gathered of the

survey to determine the consumer satisfaction index for shampoo products using

statistical treatments.

Statement of the Problem No. 1 What is the most preferred brands by the

respondents?

Brand of Shampoo Weighted Mean Interpretation

First Choice- Sunsilk 3.89 Very Satisfied

Second Choice- Palmolive 3.56 Satisfied

Based on this table, the first choice from the data gathered was sunsilk, and the

interpretation of this as result of very satisfied which has 3.89 weighted mean, and the

second choice was palmolive, with has 3.56 weighted mean and has a result of satisfied

for interpretation.

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Statement of the Problem No. 2 What is the level of satisfaction of the respondents

in preferred brand?

First Choice:

Factors Weighted Mean Interpretation

Budget
friendly/Affordable 3.56 Very Satisfied
Eco-friendly 3.22 Satisfied
Fragrance 3.47 Very Satisfied
No damage hair 3.32 Very Satisfied
Repair the damage
that already done to
hair 3.38 Very Satisfied
Hair growing effect 3.37 Very Satisfied
Maintaining hair color 3.31 Very Satisfied
Healthy look 3.28 Very Satisfied
Smooth 3.45 Very Satisfied
General Weighted
Mean 3.2 Satisfied

In choosing a brand for the shampoo product. All factors fall under Satisfied. The

highest weighted mean is 3.56 for Budget friendly and Affordability. The satisfaction for

the Fragrance got 3.47 mean. Next factor is 3.45 for the Smoothness. On the other hand,

3.38 is the weighted mean for the Repair damage that already done to hair. Hair growing

effect got a 3.37 weighted mean. Next, 3.32 for the score of No damage hair. The factor

of Maintaining hair color got a weighted mean if 3.31. Healthy look got a 3.28 score and

lastly, the factor for Eco-friendly got a 3.22 score. It means that the Eco-friendly, no

damage to hair, Healthy look, maintaining hair color are some elements that should focus

on so that the customers.

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Second Choice

Factors Weighted Mean Interpretation

Budget
friendly/Affordable 3.47 Very Satisfied
Eco-friendly 3.2 Satisfied
Fragrance 3.45 Very Satisfied
No damage hair 3.25 Satisfied
Repair the damage
that already done to
hair 3.23 Satisfied
Hair growing effect 3.25 Satisfied
Maintaining hair color 3.26 Very Satisfied
Healthy look 3.38 Very Satisfied
Smooth 3.42 Very Satisfied
General Weighted
Mean 3.32 Very Satisfied

Base in this table shows for the factor its weighted mean received the highest mean of

3.47 for the factors "budget-friendly" or "affordable". The fragrance has received high user

satisfaction, as evidenced by the weighted average of 3.45. Customers are really

delighted with the smoothness, which is why it has a weighted mean rating of 3.42. The

weighted mean for the factor indicating hair that appears healthy is 3.38. The weighted

mean for the factor of keeping hair color is 3.26. It received a weighted mean of 3.25

because users were pleased with the hair-growing results and the fact that there was no

damage to the hair. A weighted mean of 3.23 was assigned to the element that restored

hair damage already sustained. The final consideration, that it is ecologically friendly,

received the lowest weighted mean, which is 3.2.

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Statement of the Problem No. 3: What are the desired attributes of the

respondents?

Factors Weighed Mean Interpretation

Gives a gentle look 3.58 Most Desired
Gives a long healthy
hair 3.54 Most Desired
Control hair fall 3.51 Most Desired

Strengthens hair roots 3.54 Most Desired

Clean my scalp 3.58 Most Desired
Keep my scalp healthy 3.63 Most Desired
Fights the dryness of
hair 3.6 Most Desired
Relieves irritation of
my hair and calm
itching 3.54 Most Desired
Control oiliness 3.51 Most Desired
Eliminates dandruff 3.59 Most Desired
Makes my hair soft 3.57 Most Desired
Maks my hair shinny
and lossy 3.57 Most Desired
Helps prevent split
ends 3.53 Most Desired
Nourishing hair 3.62 Most Desired
Makes my hair strong
and less tangled 3.59 Most Desired
Deeply repair hair
damages 3.54 Most Desired
FDA approved 3.67 Most Desired
General Weighted
Mean 3.57 Most Desired

The table above shows the desired attributes. FDA-approved received the highest weighted mean

in all that resulted in most desired, followed by keeping my scalp healthy, which received a score of 3.63,

and nourishing my hair, which received a score of 3.62. and 3.6 for the weighted mean of the fight against

the dryness of the hair. Eliminating dandruff and making my hair strong and less tangled

16
have the same weighted mean of 3.59. The factors of giving a gentle massage and

cleaning my scalp got 3.58, then the factors for making my hair shinny and lossy and for

making my hair soft got 3.57 weighted mean, and 3.54 weighted mean for the factors of

giving long, healthy hair, strengthening hair roots, relieving irritation of my hair, and deep

repair of hair damages. The factors weighted mean for controlling hair fall and controlling

oiliness are 3.51. The general weighted mean according to the data that the researcher

conducted was 3.57, which was most desirable for the interpretation.

RESULTS

Most of the time, the choice or use of shampoo brands by women/men also

depends on the type of their individual preferences. Therefore, the study analyzed the

demographic characteristics of women/men to determine the psychological aspects of

using different global shampoo brands. Along with demographic information, the study

looked at what users look for in a shampoo brand and how they feel about it.

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 CHAPTER 5

CONCLUSION AND RECOMMENDATION

5.1 Introduction

Based on the results obtained in Chapter 4, discussions of the result will be

presented and will be used to assess whether the proposed hypotheses are supported.

All research questions will be answered subsequently and finally the achievement of

research objectives are determined.

5.2 Conclusion

After conducting a study from 200 respondents the researcher conclude that the

preferred shampoo product of the respondents is Sunsilk based on their first choice and

Palmolive on their second choice. For the level of satisfaction of the respondents first choice,

Budget Friendly and affordable got a highest score and Eco-Friendly receive a lowest score. On

their second choice, got the same the result on the respondents first choice level of satisfaction

whereas Budget friendly and affordable are receive the highest level of satisfaction and Eco-

Friendly are lowest. For the most desired attributes of the respondents FDA approved are the

highest and the least desired is that it can fight the dryness of the hair .

5.3 Recommendation

the following are the researchers’ recommendations for these two Shampoo

brands:

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  To maintain the affordable yet high quality of Shampoo Product.

 For the other product that has the lowest percentage is to focus on how they

improved the product and how they satisfy their consumers.

 To maintain the good qualities of their product and they will have a competitive

advantage against other competitors.

5.4 Strategies

The Strategy that the researcher uses to approach for the study of Customer

Satisfaction Based on Shampoo Product was Kaizen Strategy. This Strategy was

continuously improving all function of this shampoo product, and this strategy helps

to enhancing the customer satisfaction, and build a good relationship for the

customers. It’s proven the effectiveness on improving customer satisfaction of our

research analysis. By implementing Kaizen Strategy, we expect to develop the

understanding of the key elements driving customer satisfaction with shampoo

product.

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REFERENCES:

 https://www.researchgate.net/publication/330854076_Marketing_Research_-

_An_Examination_of_Female_Consumer_Preferences_for_Shampoo_Brands_in_the_Unit

ed_Arab_Emirates

 https://www.google.com/url?sa=t&source=web&rct=j&url=https://

www.sciencedirect.com/topics/chemistry/

shampoo&ved=2ahUKEwjFkfr50Nv_AhXU0GEKHZOUAOAQFnoECDoQAQ&usg=AO

vVaw0WHSykqlrDthReHEMYJLSq

 https://www.google.nl/url?

sa=t&rct=j&q=&esrc=s&source=web&cd=&ved=2ahUKEwjKgrvX2bz_AhUWwzgGHdk

kA0YQFnoECAMQAQ&url=http%3A%2F%2Fwww.stet.edu.in%2FSSR_Report

%2FCriterion-III%2FCriterion-%25203%2Fjournals

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