CONSUMER INTERVIEWS: What do our consumers want?
TRIGGER:
“I want something sulphate
and paraben free. An organic
and natural shampoo would
be my pick.”
BRAND PERCEPTION:
“I feel Sunsilk is more like a
‘mom’ shampoo. I wouldn’t
go buy it for myself but I know
that my mom uses it.”
“I love it how my hair smell
after I used Sunsilk. Also,
the hair feel extra silky,
they are properly cleaned,
and feel soft after using
this shampoo. Full marks.”
“My shampoo changes
seasonally, one season I am
facing hairfall, the next I
face dandruff, the next I
face frizz. For now I haven’t
found a single shampoo
that would work for me for
the entire year.”
“I like clinic plus. It
delivers what it promises.
That’s the only shampoo I
buy.”
“Apart from making hair a
little dry, I think there is no
fault in Head and Shoulders
as a shampoo. The variants
are also quite diverse.”
INFLUENCER:
“I don’t think a lot before
buying a shampoo, I usually
pick the first one my eyes fall
on.”
“Sometimes I make
Basic triggers: purchases on the
• Hair concerns recommendations of my
friends and family. After all
-76.9%
they’re the most trusted
• Ingredients
source.”
-17.4%
WHAT WILL MAKE YOU SWITCH YOUR CURRENT SHAMPOO
BRAND?:
“Head & Shoulders has an “A variant promising to
image of being a purely anti- address multiple hair issues,
dandruff shampoo. I think don’t care if it is synthetic
that is the only reason I don’t or natural. I just want to get
buy it.” rid of my hair problems”
“Clinic plus is what my mom
buys for the entire family. I
don’t know if it is the
advertisement or the results
but that is what we all have
been using since a long time.”
“The brand image really Top influencers:
matters. I might buy a
• Visibility and
shampoo without caring
about the ingredients if it is a availability
big brand.” -42.2%
• Brand Image
-24.8%
“When I shop, I make
• Word of mouth
purchase for at least 3-4
-12.1%
months. Offers like BOGOF
do attract me.” • Pricing and offers
-18.3%
“Something that is hot and “I don’t know, if I like the
happening in the market. If I packaging or the brand
see multiple advertisements ambassador, I just buy it. I
of a brand, I tend to try it.” anyway love experimenting.”
Factors contributing to consumers willingly try new
brands:
• Brand image and advertising- 34.3%
• Better formula- 26.8%