

CHAPTER-I
1. INTRODUCTION ABOUT THE STUDY

1.1 SHAMPOO-OVERVIEW

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.

1.2 HISTORY OF SHAMPOO

The word shampoo in English is derived from Hindi chāmpo and

dates to 1762.The Shampoo itself originated in the eastern regions of the
Mughal Empire particularly in the Nawab of Bengal where it was introduced
as a head massage, usually consisting of Alkali, natural oils and fragrances.

The Shampoo was first introduced in Britain by a Bengali Muslim

entrepreneur named Sake Dean Mahomed, he first familiarized the shampoo
in Basil Cochrane's vapour baths while working there in the early 19th
century.

Later onward's Sake Dean Mahomed 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
a treatment of champi (shampooing).

1
 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.

MARKET AND IMPORTANCE OF MARKETING

The word market is a physical place where buyers and sellers gather
to exchange goods and services.

“A market in general may be described as a place of geographical area

where buyers and sellers meet and goods or services are offered for sale and
transfer of ownership of title occurs”.

2
MARKETING

Meaning
Market is a human activity directed at satisfying needs and wants
through the exchange process. It is also connecting link between consumer
and the producer.
Definition:
“Marketing includes those activities which are involved in the flow
goods and services from production to consumption”.
-Converse.
“Marketing is an area in which the forces leading to exchange of title
particular product operate and towards which and form which tend actual
goods ten to travel”.
-R.D.Clark & F.E.Clark.
“Any person or persons who are in intimate business relation and
carry on extensive transaction in any commodity”.
-Jevohs.
“Marketing is the performance of business activities that direct the
flow of goods and services from the producer to consumer”.
-American Marketing Association.

Marketing Concept
The marketing concept is a consumer oriented backed by integrated
marketing aimed at generating consumer satisfaction as the key to satisfying
organizational goals.

3
CONSUMER SATISFACTION

Consumer satisfaction is the out come felt by the buyer. Whether the
buyer is satisfied after purchase depends on the after performance in relation
to the buyer exception.

Definition:

“Consumer satisfaction is the level of a person’s felt resulting from

comparing products perceived performance con outcome in relation to the
person’s expectation”.

Thus the satisfaction level is a function of the difference between

could experience one of he three board levels of satisfaction. In the
performances falls shorts of expectations, the customers is dissatisfied. If the
performance matches the expectations, the customer is satisfied.

If the performance exceeds expectations, the consumer is dissatisfied.

If the performance matches the expectations, the customer is satisfied. If the
performance exceeds expectation, the consumer is highly satisfied pleased or
delighted.
Consumer Behaviour:

Consumer behaviour may be defined as the behaviour exhibited by

people in planning purchasing and using goods and services. Consumer
behaviour is an integral part of human behaviour and cannot be separated
from it. Consumer behaviour is a subset of human behaviour. This does
mean all human behaviour is consumption oriented.

4
 Consumer’s behaviours results from individual and environmental
influence under wild consumer often purchase the goods and services which
they want other to accept. Behaviour is therefore determined by the
individual’s psychological make up and the influence of others.

Thus, behaviour is the result of interaction of the consumer’s personal

influences and pressure exerted upon them by outside forces in the
environment. Buyer behaviour is the process by which individuals decide
whether, what, where, how and from whom to purchase goods and services.
Understanding buyer behaviour is essential in marketing and planning
programmers.

According to American marketing association, “consumer goods are

destined for use by ultimate consumers of the holds house and in such from
that they can be used without commercial processing”.

Brand
A brand is name, term, sign, symbol or design or a combination of
them which is indented to identity the goods or services of one seller or
group sellers and to differentiate them from those of competitors.

Advantages of brand name

The advantages of using brand names could be easily recognized for

each group of percipients in the marketing viz., manufacturer, consumer
distributor as follows:

5
To the manufacturer:

1. It identifies the product and distinguishes it from other competing

product.
2. It saves advertising cost of the brand name is popular.
3. A brand name instills confidence and goodwill for the products in
consumer.

To the Consumer:

1. If affords an easy way for purchases by easily identifying a

product.
2. The brand name indirectly assures certain quality by identifying
the manufacturer behind the product.
3. The brand names assure fixed price, even the distributors cannot
unjustly vary prices.

To the Distributor:

1. It helps in advertising and sales promotion programs.

2. The distribution can easily find the quick moving products.
3. Branding reduces price flexibility and this in turn reduces the risk
in business.

6
1.3 NEED FOR STUDY

Consumer is the king of the market. Consumer performance is

consisting of both physical and mental activities. Mental activities
perceiving communication material and learning to prefer particular brand of
product on the other brand. Physical activities involve visiting a shop,
examine a product, and using them.

The consumer market is the sum total of all the goods and services
enchained over a period by the inhabitants of a given country or a section of
therefore the satisfaction of their consumption needs.

The consumer market actually consists of four components, via,

1. people
2. purchasing power
3. need for a specified product, and
4. Willingness to fill the need with a given product

It should be understood that even people who have money may not
like to spend and these constitute a potential consumer market. The
consumer market is only that segment of the people who can afford to buy a
product, who have need for it and who are willing to buy the product in
preference to other similar products sold in the market.

7
1.4 OBJECTIVES OF THE STUDY

 To find out the factors influencing the selection of patanjali kesh kanti
shampoo
 To find out awareness of respondent about patanjali kesh kanti
shampoo
 To find out consumer usage about the patanjali kesh kanti shampoo
 To find out consumers expectations with services.
 To access competitive strength and policies of patanjali kesh kanti
shampoo

8
1.5 SCOPE OF THE STUDY

 The effective decision can be taken in respect of product price,

quality, etc.,
 The study on consumer preference helps to know who the
consumer are?. What they want?. How they use and react the
product.
 The wants of a consumer are carefully studied by conducting
survey on consumer preference.
 The study will be useful for the company to make necessary
changes in price, quality and promotional activities.
 The production of will makes out the company will grown up.

9
1.6 STATEMENT OF THE PROBLEM
Patanjali kesh kanti shampoo plays an important role in the case of
production of commodities, the reason being production must place in time
and also supply of the produced goods must be given in time. Consumers are
assets of developing and developed concerns. If shampoos takes place very
often it will load to dissatisfaction of the consumers.

1.7 RESEARCH METHODOLOGY

Research Design:

The research have adopted by the descriptive type of research

approach. This approach is concerned with describing the characteristics of a
particular or of a group.

Sampling:

The methodology adopted by the researcher to carry out the study is as

follows:

Sampling Types:

The sampling types adopt by the research to carryout non-probability

conversion sampling.

10
Population:
In Vellakovil Town nearly 800 peoples are using Patanjali kesh kanti
shampoo. So that they are takes as population to this study.

Sampling Size:

For this study samples were selected from the place of Vellakovil
Town only. The samples were distributed only through Patanjali kesh kanti
shampoo. For this study 50 respondents were selected as sample, Patanjali
kesh kanti shampoo of Vellakovil Town is the target consumer.

Sampling Unit:

The researcher undertakes a project in the area of Vellakovil Town is

the sampling unit.

1.8 SOURCES OF DATA

Primary data

The sources are divided into basically internal and external sources
analysis is commonly referred to as sales analysis (mentioned earlier) like
personal interview was carried out and using interview schedule collected
data relevant to the study.

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Secondary data

The secondary data are collected from the various reports, published
business communication, journals, economic magazines and websites etc.,

1.9 TOOLS OF DESIGN

The tools for this study is percentage analysis, diagrammatic

illustrations of the data are exhibited through bar chart, pie charts.

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1.10 LIMITATIONS OF THE STUDY

Even through the study has many advantages and it has some
limitations.

The main limitations of the study are as follows:

 The study is restricted to Vellakovil Town only.

 The size of the sample is very small.

 Frequently changing the schemes and building charges affect

the study of potentiality.

 New policies framed by the government will affect the

marketability of Patanjali kesh kanti shampoo.

 This study is only for the people who are all using Patanjali

kesh kanti shampoo.

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1.11 CHAPTER SCHEME

This study is spread over four chapters:

 Chapter-I: Introduction about the study

 Chapter-II: The Review of literature

 Chapter-II: The Profile of the company

 Chapter-IV: Data Analysis and Interpretation

 Chapter-V: Findings, Suggestions, and Conclusion

14
 CHAPTER-II
REVIEW OF LITERATURE
Stanton (1996)1 “Marketing is total system of interacting business
activities designed to plan, price, promote and distribute want satisfying
products and servers to present and potential consumers”.
V.S Ramasamy (1997)2 “marketing starts with the identification of a
specific need on the parts of the consumer and ends with the satisfaction of
the respondents the need. The consumer is found both at the beginning and
the end of the marketing process”.
Web Star, Frederick (1999)3 Says that “Customers behavior is all
psychological, social and physical behavior of potential consumers as they
become aware of evaluating, purchasing on consuming”.
G. Zathlavan and P.C. Benger (2001)4 “marketing research is the
field which involves the diagnosis of information needs and the selection of
relevant inter related variables about which valid and reliable information is
gathered recorded and analyzed.”
5
Sciffmancoen G and LeslineLaerKnuk (2002) “The behaviour of
the customer display in search for purchasing and evaluating products,
services and ideas which they expect will satisfy their needs”.

1. Stanton (1996)
2. V.S Ramasamy (1997)
3. Web Star, Frederick (1999)
4. G. Zathlavan and P.C. Benger (2001)
5. Sciffmancoen G and LeslineLaerKnuk (2002)

15
 6
Giles G.B (2003) “It is important to study non- economic buying
motivations as these are present in the buying of industrial goods and
services as well as in convenience purchase.”
Philip Kotler (2004) 7 says “consumer markets and consumer buying
behavior have to be understood before sound marketing plans can be
developed. In analyzing consumer market one needs to know the occupants,
the objects and buyers objectives, organization, operating occasions and
outlets. All these provide lines to how reach and serve buyers effectively”.
William J.Stantion (2005) 8 “A product may be defined as a complex
of tangible and intangible attributes, including, packaging, colour, piece,
manufactures, prestige, and manufactures and retailers, service, which the
buyer may accept as an offering for satisfaction of wants and need”.
According to Ann and Walve (2006)9 “strategic marketing
consultant chlorophyll the measurers should differ from brand and market to
market.” Some want to measure brand strength by the premium you are
willing to pay, some by degree of loyalty and others by plain familiarity
Great brands have momentum.”
Glenn Wilters (2007)10 “consumer behavior refers to the total process
by which individuals interact with their environment”.

6. Giles G.B (2003)

7. Philip Kotler (2004)
8. William J.Stantion (2005)
9. According to Ann and Walve (2006)
10. Glenn Wilters (2007)

16
 11
Michael Baker (2007) “If economics are comprised of people and
we are comprised of people and we are endeavoring to allocate scarce
resources in order to maximize satisfaction, then it is satisfaction of people
at which we are aiming. This being so it is essential we determine first what
people want and then allocate resources accordingly. In other words we
determine the nature and then strength of demand and create suppliers of
goods and services to satisfy this demand”.

12
William J.Meeran (2008) says that “brand should have a clear,
promise for the customer, and the customer should recognize that
promise yes left brain appeal; he continues and should be trusted and held in
high regard, but it also has to be meaningfully differentiated. A strong
brand owns a position in the consumers mind. If it does not have uniqueness,
it becomes a commodity”.

13
MKhad J. Etzel, BroceJ.Walker (2008) says that “consumer is
complex and constantly changing not only is it difficult to figure what
marketing program will work, but what worked yesterday may not work
today. Thus, marketers must constantly improve their understanding of
consumers”.

11. Michael Baker (2007)

12. William J.Meeran (2008)
13. MKhad J. Etzel, BroceJ.Walker (2008)

17
 14
Jones T.O and Sasser W. E (2008) stated that “Achieving
Customer Satisfaction is the Main Goal for Most Service Firms Today”.
Increasing customer satisfaction has been shown to directly affect
companies’ market share, which leads to improved profits, positive
recommendation, lower marketing expenditures and greatly impact the
corporate image and survival”.

15
Hui and Zhou, (2009) reported that “Linking Product Evaluations
of Purchase Intention of Country-of-Origin Effects, country of origin may
affect consumers in various ways such as their perception of product quality,
their perception of foreign goods and products, purchase intention and
purchase value”.

14. Jones T.O and Sasser W. E (2008)

15. Hui and Zhou, (2009)

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 16
Rajeev batra and Indrajit sinha (2010) “makes an effort towards
understanding the different determinants of perceived risk, which help
explain the variations in purchasing preferences for national brands versus
private label brands across different product categories. The four
determinants used to determine the perceived risk were consequences of
purchase mistake, quality variation, search and degree of price
consciousness. The finding of the research show that private labels buying
increase as the perceived risk of making purchasing mistake decline. The
result also indicates that consumers buy fewer private labels if a categories
benefit require actual trail instead of searching through package label
information”.
17
Keshav Sharma “et al” (2011) “found that rural consumers
believed in joint buying decision making in consultation with the elders and
the ladies of the house for their personal use. Advertisement with rural
culture and regional and local language attracted the audience. The entire
respondent felt strongly about their customers and traders. The respondents
were aware of the availability of the products. They preferred quality to
price”.
18
Parimal Vyas, Pooja Srinivas (2011) in their paper state that
“majority of the internet users have positive attitude towards online buying
of products/services. There exists a need for developing awareness about
consumers’ rights and cyber laws. They also emphasize on better
distribution system for online products”.

16. Rajeev batra and Indrajit sinha (2010)

17. Keshav Sharma “et al” (2011)
18. Parimal Vyas, Pooja Srinivas (2011)

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 19
Ashish Neogy and Soumyo Sinha (2012) in their article point out
that “the concept of rural relating is not new. In fact in India there were 36
lakh rural outlets in 1999 in India’s Six-lakh-plus villages. The study high-
lights rural’s retailing offer of a great chance for selling different branded
goods. Hindustan lever estimates that only one lakh villages have been
tapped effectively so far. The study concluded that literacy rates in villages
have increased considerably, thus bringing about a shift in consumer tastes.
This change has led many companies to tap this new breed of customers”.

20
A report entitled “ Bet on Rural India” (2013) indicates till
recently, “most FMCG companies now lying on savvy entrepreneurs who
trawl the rural hinterland, Further it is stated that India’s rural market has
been growing steadily over the years and is now bigger than the urban
market for fast moving consumer goods. The annual size in value terms
estimated at around US $ 11 billion. India is not just developed as a
consumer market, but also as a cost effective supply chain”.

19. Ashish Neogy and Soumyo Sinha (2012)

20. A report entitled “ Bet on Rural India” (2013)

20
 21
Malini Redy (2014) in her study points out that “a marketer had to
face an entirely different set of conditions and problems while marketing in
rural areas as compared to urban areas. Rural marketers need to have an
open mind, and sensitize themselves to understand the rural consumer. Apart
from understanding the consumer, communication in the language that the
rural consumer comprehends was a challenge that the offering, in terms of
adaption to consumer needs of the rural market reflected in products offering
as well as message used, were absolute essentials to achieve success in the
Indian market”.

Rajnish Tuli and Anit Mooherjee (2015)22 find that “the rural
consumer prefers to meet his immediate and day-to-day needs from village
shops and avoid a comparatively higher transportation cost but at the same
time bulk purchase will drive them to the periodic markets to avail the
bargain and promotional incentives which will negate the impact of
shopping cost incurred. Rural consumers patronize village shops to meet
their credit-based impulsive requirements. On the other hand, cash rich
consumers with no urgency, prefer to purchase from periodic markets to
avail the benefits of low prices, discounts and varieties which in turn
motivate rural consumers”.

21. Malini Redy (2014)

22. Rajnish Tuli and Anit Mooherjee (2015)

21
 Rajaram (2016) 23 in his article entitled Trends and Growth of Indian
Industry in FMCG discusses “the problems associated with rural markets
and factors affecting FMCG companies. Further the trends of FMCG
companies in India in terms of various categories of products as on 2005 are
analyzed. He concludes that the India FMCG has registered a 4.4 Per cent
growth rate for Five year period from 1999 to 2003 and that category like
toilet soaps, shampoos and washing powders have struggled with growth
over the last three years”.

24
Selvaraj (2017) conducted research regarding rural consumer
behavior in the competitive world; “there were many problems in marketing
of goods. The rural consumers earn low income, low level of literacy, low
level of brand awareness, communication, transportation facilities. The
consumers face problems in selecting non-durable goods for their
consumption. In this study, it is found that all the sample respondents have
ranked the factor nearness first and hence it is the most significant factor
influencing their purchase of the non-durables. It was found that high price
was another important problem for rural consumers”.

23. Rajaram (2016)

24. Selvaraj (2017)

22
 25
Anandan (2018) find that “quality is the major driver to prefer a
particular brand in washing soaps in the rural market where power soaps are
preferred the most. If the preferred brands are not available, customers buy
the available brands. It is found that there is significant relationship between
the age of the respondents and the factors influencing the customers’ brand
preferences. It is also found that there is no significant relationship between
the type of income of the respondents and the factors influencing the
costumers brand preferences. Higher price and non-availability are the key
reasons for dissatisfaction of the rural customers. Marketers should target the
customers with qualitative soaps at affordable prices. They should
concentrate on distribution strategies, as non-availability is found to be an
important factor for dissatisfaction and marketing of FMCG plays a pivotal
role in the growth and development of a country irrespective of the size,
population and the concepts which are so interlinked that, in the absence of
one, the other cannot virtually survive. It is a fact that the development of
FMCG marketing has always kept pace with the economic growth of the
country. Today, network marketing is a multibillion dollar business. A
number of companies have adopted this business model. It is one of the main
driving forces of the 21st century economy. This article highlights the
characteristics of rural respondents in terms of demographic, political,
economic and socio-cultural background. Finally, before concluding, it also
analyzes the consumption patterns, brand usage and brand shifting of
different FMCG”.

25. Anandan (2018)

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 CHAPTER-III
PROFILE OF THE COMPANY
PATANJALI AYURVED
Patanjali Ayurved Limited is an Indian consumer goods company.
Manufacturing units and headquarters are located in the industrial area
of Haridwar while the registered office is located at Delhi. The company
manufactures mineral and herbal products. It also has manufacturing units
in Nepal under the trademark Nepal Gramudhyog and imports majority of
herbs in India from Himalayas of Nepal. According to CLSA and HSBC,
Patanjali is the fastest growing FMCG company in India. It is valued at 30
billion (US$420 million) and some predict revenues of 5,000
crore (US$700 million) for the fiscal 2015–16. Patanjali declared its annual
turnover of the year 2016-17 to be estimated 10,216 crore (US$1.4 billion).
Baba Ramdev has stated in his interview with CNN-News18 that profit from
Patanjali Products goes to charity.
HISTORY

Baba Ramdev established the Patanjali Ayurved Limited in 2006

along with Acharya Balkrishna with the objective of establishing science
of Ayurveda in accordance and coordination with the latest technology and
ancient wisdom.

Balkrishna owns 98.6% of Patanjali Ayurved, and as of March 2018,

has a net worth of US$6.1 billion.

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25
PRODUCTS

Patanjali Ayurved produces products in the categories of personal care

and food. The company manufactures more than 900 products including 45
types of cosmetic products and 30 types of food products. According to
Patanjali, all the products manufactured by Patanjali are made from
Ayurveda and natural components. Patanjali has also launched beauty and
baby products. Patanjali Ayurvedic manufacturing division has over 300
medicines for treating a range of ailments and body conditions, from
common cold to chronic paralysis.

Patanjali launched instant noodles on 15 November 2015. Food Safety

and Standards Authority of India slapped a notice on the company as neither
Patanjali nor Aayush, which are the two brand names under which Patanjali
got licenses, have got any approval for manufacturing instant noodles.

In 2016, Patanjali has announced to enter the textile manufacturing

centre. The company is reported to manufacture not only traditional clothes
such as Kurta Payjama but also popular western clothes such as jeans.

On 5 November 2016, Patanjali announced that it will set up a new

manufacturing plant Patanjali Herbal and Mega Food Park in
Balipara, Assam by investing 1,200 crore(US$170 million) with the
manufacturing capacity of 1,000,000 tonnes (2.2×10 9 lb) of goods per year.
The new plant will be the largest facility of Patanjali in India and will be
operational by March 2017. Patanjali already has around 50 manufacturing
units across India.

26
27
 Shampoos are cleaning formulations used for a wide range of
applications, including personal care, pet use, and carpets. Most are
manufactured in roughly the same manner. They are composed primarily of
chemicals called surfactants that have the special ability to surround oily
materials on surfaces and allow them to be rinsed away by water. Most
commonly, shampoos are used for personal care, especially for washing the
hair.

Before the advent of shampoos, people typically used soap for

personal care. However, soap had the distinct disadvantages of being
irritating to the eyes and incompatible with hard water, which made it leave
a dull-looking film on the hair. In the early 1930s, the first synthetic
detergent shampoo was introduced, although it still had some disadvantages.
The 1960s brought the detergent technology we use today.

Over the years, many improvements have been made to shampoo

formulations. New detergents are less irritating to the eyes and skin and have
improved health and environmental qualities. Also, materials technology has
advanced, enabling the incorporation of thousands of beneficial ingredients
in shampoos, leaving hair feeling cleaner and better conditioned.

New shampoos are initially created by cosmetic chemists in the

laboratory. These scientists begin by determining what characteristics the
shampoo formula will have. They must decide on aesthetic features such as
how thick it should be, what color it will be, and what it will smell like.
They also consider performance attributes, such as how well it cleans, what
the foam looks like, and how irritating it will be. Consumer testing often
helps determine what these characteristics should be.

28
29
 Once the features of the shampoo are identified, a formula is created
in the laboratory. These initial batches are made in small beakers using
various ingredients. In the personal care industry, nearly all of the
ingredients that can be used are classified by the Cosmetic, Toiletry, and
Fragrance Association (CTFA) in the governmentally approved collection
known as the International Nomenclature of Cosmetic Ingredients (INCI).
The more important ingredients in shampoo formulations are water,
detergents, foam boosters, thickeners, conditioning agents, preservatives,
modifiers, and special additives.

After a shampoo formula is developed, it is tested to ensure that its

qualities will minimally change over time. This type of testing, called
stability testing is primarily used to detect physical changes in such things as
color, odor, and thickness. It can also provide information about other
changes, like microbial contamination and performance differences. This
testing is done to ensure that the bottle of shampoo that is on the store
shelves will perform just like the bottle created in the laboratory.

The manufacturing process can be broken down into two steps. First a
large batch of shampoo is made, and then the batch is packaged in individual
bottles.

30
31
32
Compounding

 Large batches of shampoo are made in a designated area of the

manufacturing plant. Here workers, known as compounders, follow
the formula instructions to make batches that can be 3,000 gal (11,000
1) or more. Raw materials, which are typically provided in drums as
large as 55 gal (200 1) or in 50-lb (23-kg) bags, are delivered to the
compounding area via forklift trucks. They are poured into the batch
tank and thoroughly mixed.
 Depending on the formula, these batches can be heated and cooled as
necessary to help the raw materials combine more quickly. Some raw
materials such as water or the primary detergents are pumped and
metered directly into the batch tank.
 These materials are added simply by pressing a button on
computerized controls. These controls also regulate the mixing speeds
and the heating and cooling rates. Depending on the size and type of
shampoo, making a 3,000-gal (11,000-1) batch can take anywhere
from one to four hours.

Quality control check

 After all the ingredients are added to the batch, a sample is taken to
the Quality Control (QC) lab for testing. Physical characteristics are
checked to make sure the batch adheres to the specifications outlined
in the formula instructions. The QC group runs tests such as pH
determination, viscosity checks, and appearance and odor evaluations.
They can also check the amount of detergent that is in the formula and
whether there is enough preservative.

33
  If the batch is found to be "out of spec," adjustments can be made.
For instance, acids or bases can be added to adjust the pH, or salt can
be added to modify the viscosity. Colors can also be adjusted by
adding more dye.
 After a batch is approved by QC, it is pumped out of the main batch
tank into a holding tank where it can be stored until the filling lines
are ready. From the holding tank it gets pumped into the filler, which
is made up of a carousel of piston filling heads.

Filling

 At the start of the filling line, empty bottles are put in a large bin
called a hopper. Here, the bottles are physically manipulated until they
are correctly oriented and standing upright. The filling carousel is
made up of a series of piston filling heads that are calibrated to deliver
exactly the correct amount of shampoo into the bottles. As the bottles
move through this section of the filling line, they are filled with
shampoo.
 From here the bottles move to the capping machine. Much like the bin
that holds the empty bottles, the caps are also put in a hopper and then
correctly aligned. As the bottles move by the caps are put on and
twisted tight.
 After the caps are put on, the bottles move to the labeling machines (if
necessary). Depending on the type of labels, they can either be stuck
on using adhesives or heat pressed. Labels are stuck to the bottles as
they pass by.

34
  From the labeling area, the bottles move to the boxing area, where
they are put into boxes, typically a dozen at a time. These boxes are
then stacked onto pallets and hauled away in large trucks to
distributors. Production lines like this can move at speeds of about
200 bottles a minute or more.

The Future

Consumer product corporations will continue to manufacture new

types of shampoos. These new formulas will be driven by ever-changing
consumer desires and developing chemical technology.

Currently, consumers like multi-functional shampoos, such as 2-in-I

shampoos, which provide cleansing and conditioning in one step, or
shampoos that aid in styling. New shampoos will likely provide improved
conditioning, styling, and coloring while cleaning the hair.

Shampoo technology will also improve as new ingredients are

developed by raw material suppliers. Some important advances are being
made in the development of compounds such as polymers, silicones, and
surfactants. These materials will be less irritating, less expensive, more
environmentally friendly, and also provide greater functionality and
performance.

35
PATANJALI KESH KANTI SHAMPOO

36
 Reduces hair fall, graying and itchy scalp 30 mg.Uses: Useful in
dryness and roughness of Hair, Prevents hair fall, Improves hair glow
Direction for use: Apply 2-5 ml on wet hair, massage gently for 1 minute
and rinse with water. Herbal composition may result in change of color of
product over a period of time. This does not change the effectiveness of the
product.
Reduces hair fall, graying and itchy scalp 30 mg.Uses: Useful in
dryness and roughness of Hair, Prevents hair fall, Improves hair glow
Direction for use: Apply 2-5 ml on wet hair, massage gently for 1 minute
and rinse with water. Herbal composition may result in change of color of
product over a period of time. This does not change the effectiveness of the
product.
Good about Patanjali Kesh Kanti Shampoo
 Totally herbal ,no chemical

 Reduce hair fall, dandruff, grey hair,

 Makes hair healthy

 Cleans well

 Makes hair soft

 Affordable

 Required less quantity

 Travel Friendly

Bad about Patanjali Kesh Kanti Shampoo

 Dry hair needs oiling before shampoo.

CHAPTER – IV

37
 DATA ANALYSIS AND INTERPRETATIONS
This chapter deals with data analysis Inference of the information by
the issue of questionnaire cum schedule on the customers satisfaction
towards patanjali kesh kanti shampoo with special reference to vellakovil
town.
The collected information’s further analyzed and interpreted on
different categories Viz., are groups, income level, educational qualification,
occupational level etc. The satisfaction level of customers of patanjali kesh
kanti shampoo is clearly analyzed and interpreted with the help of
percentage analysis.

TABLE NO: 4.1

AGE GROUP OF THE RESPONDENTS

38
 NO. OF. PERCENTAGE
S.NO AGE GROUP
RESPONDENTS (%)
1 Up to 20 year 25 50
2 21-30 years 13 26
3 31-40 years 7 14
4 Above 41 years 5 10
TOTAL 50 100

Source: primary data

Inference
The above table shows that out of total respondents about 50% of the
respondents belong to the age group of 20 years, 26% of the respondents
belong to the age group of 21-30 years, 14% of the respondents belong to the
age group of 31-40 years, and 10% of the respondents belong to the age
group of above 41 years.
Majority (50%) of the respondents belong to age group of up to 20
years.

CHART NO: 4.1

AGE GROUP OF THE RESPONDENTS

39
 TABLE NO: 4.2
GENDER OF THE RESPONDENTS
S.NO GENDER NO. OF. PERCENTAGE

40
 RESPONDENTS (%)

1 Male 33 66

2 Female 17 34

TOTAL 50 100

Source: primary data

Inference:
The above table shows that out of the total respondents of the Study,
66% of the respondents are male and 34% of the respondents are female.
Majority (66%) of the respondents are male.

CHART NO: 4.2

GENDER OF THE RESPONDENTS

41
 TABLE NO: 4.3
MARITAL STATUS OF THE RESPONDENTS

42
 MARITAL NO. OF. PERCENTAGE
S.NO
STATUS RESPONDENTS (%)

1 Married 24 48

2 Unmarried 26 52

TOTAL 50 100

Source: primary data

Inference:
The above table shows that out of total respondents, 52% of the
respondents are unmarried and 48%of the respondents are married.
Majority (52%) of the respondents are unmarried.

CHART NO: 4.3

MARITAL STATUS OF THE RESPONDENTS

43
 TABLE NO: 4.4
EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

44
 EDUCATIONAL NO. OF. PERCENTAGE
S.NO
QUALIFICATION RESPONDENTS (%)
1 Illiterate 3 6

2 School level 5 10

3 College level 27 54

4 Professional 15 30

TOTAL 50 100

Source: primary data

Inference:
It is known from the above table that out of 50 respondents, 54% of
the respondents are college level, 30% of the respondents are professionals.
10% of them are at school level and 6% of the respondents are illiterate.
Majority (54%) of the respondents are at college level.

CHART NO: 4.4

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

45
 TABLE NO: 4.5
OCCUPATIONAL STATUS OF THE RESPONDENTS

46
 OCCUPATIONAL NO.OF. PERCENTAGE
S.NO
STATUS RESPONDENTS (%)
1 Agriculture 8 16

2 Business 17 34

3 Employer 15 30

4 Others 10 20

TOTAL 50 100

Source: primary data

Inference:
From the above table we come to know that, out of 50 respondents,
34% of the respondents are belonging to business, 30% of the respondents
are employer, 20% of the respondents are others, and 16% of the
respondents are agriculture.
Majority (34%) of the respondents are occupied in business category.

CHART NO: 4.5

OCCUPATIONAL STATUS OF THE RESPONDENTS

47
 TABLE NO: 4.6
NATURE OF FAMILY OF THE RESPONDENTS

48
 NATURE OF NO. OF. PERCENTAGE
S.NO
FAMILY RESPONDENTS (%)
1 Nuclear family 14 28
2 Joint family 36 72
TOTAL 50 100

Source: primary data

Inference:
The above table shows that out of total respondents, 72% of the
respondents are in joint family, remaining 28% of the respondents are in
nuclear family.
Majority (72%) of the respondents are in joint family.

CHART NO: 4.6

NATURE OF FAMILY OF THE RESPONDENTS

49
 TABLE NO: 4.7
NUMBER OF MEMBERS IN THE FAMILY
S.NO FAMILY NO. OF. PERCENTAGE

50
 MEMBERS RESPONDENTS
(%)

1 Up to 3 member 6 12

2 4 members 23 46

3 5 members 13 26

Above 5
4 8 16
members

TOTAL 50 100

Source: primary data

Inference:
The above table shows that out of total respondents, 46% of the
respondents are having 4 members, 26% of the respondents are having 5
members, 16% of the respondents are having above 5 members, 12% of the
respondents are having up to 3 members in their family.
Majority up to 3 members (46%) are having 4 members in their
family.

CHART NO: 4.7

NUMBER OF MEMBERS IN THE FAMILY

51
 TABLE NO: 4.8
MONTHLY INCOME OF THE RESPONDENTS

52
 MONTHLY NO. OF. PERCENTAGE
S.NO
INCOME RESPONDENTS (%)

1 Up to Rs 5000 8 16

2 Rs 5001-RS 10000 20 40

3 Rs 10001-Rs 15000 13 26

4 Above Rs 15000 9 18

TOTAL 50 100

Source: primary data

Inference:
The above table shows that out of total respondents, 40% of the
respondents are says Rs 5001-Rs 10000, 26% of the respondents are says Rs
10001-Rs 15000, 18% of the respondents are says above Rs 15000, 16% of
the respondents are says up to Rs 5000 as their monthly income.
Majority of the respondents (40%) are says Rs 5001-Rs 10000 as
their monthly income.

CHART NO: 4.8

MONTHLY INCOME OF THE RESPONDENTS

53
TABLE NO: 4.9

54
 USAGE OF PATANJALI KESH KANTI SHAMPOO BY THE
RESPONDENTS

NO. OF. PERCENTAGE

S.NO USAGE
RESPONDENTS (%)

1 Below 6 months 22 44

2 1 year 19 38

3 2 years 6 12

4 Above 3 years 3 6

TOTAL 50 100

Source: primary data

Inference:
The above table shows that out of 50 respondents, 44% for the
respondents are using for below 6 months, 38% for the respondents are using
for 1 year, 12% for the respondents are for using 2 years, 6% for the
respondents are using above 3 years.
Majority (44%) of the respondents are below 6 months.

CHART: 4.9

55
USAGE OF PATANJALI KESH KANTI SHAMPOO BY THE
RESPONDENTS

56
 TABLE NO: 4.10
FACTORS INFLUENCING OF THE RESPONDENTS

INFLUENCING NO .OF. PERCENTAGE

S.NO
FACTORS RESPONDENTS
(%)
1 Price 12 24

2 Quality 6 12

3 Quantity 28 56
4 Others 4 8

TOTAL 50 100

Source: primary data

Inference:
The above table shows that, out of 50 respondents, 56% of the
respondents says that influenced by quantity, 24% of the respondents are
says influenced by price, 12% of the respondents are says that influenced by
quality and 8% of the respondents are says influenced by others.
Majority (56%) of the respondents are says that influenced by
quantity.

CHART NO: 4.10

57
FACTORS INFLUENCING OF THE RESPONDENTS

TABLE NO: 4.11

58
 FEEL ABOUT QUALITY OF PATANJALI KESH KANTI
SHAMPOO BY THE RESPONDENTS
NO. OF. PERCENTAGE
S.NO QUALITY
RESPONDENTS (%)
1 Satisfied 13 26

2 Highly satisfied 22 44

3 Dissatisfied 9 18
Highly
4 6 12
dissatisfied
TOTAL 50 100

Source: Primary data

Inference:
The above table shows that out of 50 respondents,44% of the
respondents are highly satisfied,26% of the respondents are satisfied,18% of
the respondents are dissatisfied,12% of the respondents are highly satisfied
on the quality of Patanjali kesh kanti shampoo.
Majority (44%) of the respondents are says that highly satisfied.

CHART NO: 4.11

59
FEEL ABOUT QUALITY OF PATANJALI KESH KANTI
SHAMPOO BY THE RESPONDENTS

TABLE NO: 4.12

60
 MAIN COMPETITOR TO PATANJALI KESH KANTI SHAMPOO
MAIN NO. OF. PERCENTAGE
S.NO
COMPETITOR RESPONDENTS (%)

1 Chik 6 12

2 Clinic Plus 23 46

3 Pantine 13 26

4 Sunsilk 8 16

TOTAL 50 100

Source: primary data

Inference:
The above table shows that out of total respondents, 46% of the
respondents are says Clinic Plus, 26% of the respondents are says Pantine,
16% of the respondents are says Sunsilk, and 12% of the respondents are
says Chik.
Majority (46%) are says the main competitor is Clinic Plus.

CHART NO: 4.12

61
MAIN COMPETITOR TO PATANJALI KESH KANTI SHAMPOO

TABLE NO: 4.13

62
 FEELS ABOUT THE TO PRICE OF PATANJALI KESH KANTI
SHAMPOO

NO.OF. PERCENTAGE
S.NO PRICE
RESPONDENTS (%)
1 Satisfied 10 20
2 Highly satisfied 26 52
3 Dissatisfied 9 18
4 Highly dissatisfied 5 10
TOTAL 50 100

Source: primary data

Inference:
The above table shows that 52% of the respondents are replied that
price of Patanjali kesh kanti shampoo is highly satisfied where as 20% of the
respondents are replied that satisfied, 18% of the respondents are replied that
dissatisfied, remaining 10% of the respondents are replied that highly
dissatisfied respectively.
Majority (52%) of the respondents replied that price of Patanjali
kesh kanti shampoo is highly satisfied.

CHART NO: 4.13

63
FEELS ABOUT THE TO PRICE OF PATANJALI KESH KANTI
SHAMPOO

TABLE NO: 4.14

64
 FEEL ABOUT THE HERBAL CONTENTS BY THE RESPONDENTS
HERBAL NO. OF. PERCENTAGE
S.NO
CONTENTS RESPONDENTS (%)
1 Satisfied 13 26

2 Highly satisfied 22 44

3 Dissatisfied 9 18

4 Highly dissatisfied 6 12

TOTAL 50 100

Source: Primary data

Inference:
The above table shows that out of 50 respondents,44% of the
respondents are highly satisfied,26% of the respondents are satisfied,18% of
the respondents are dissatisfied,12% of the respondents are highly satisfied
on the quality of Patanjali kesh kanti shampoo herbal contents.
Majority (44%) of the respondents are says that highly satisfied.

CHART NO: 4.14

65
FEEL ABOUT THE HERBAL CONTENTS BY THE RESPONDENTS

TABLE NO: 4.15

66
 FREE SAMPLES RECEIVED BY THE RESPONDENTS
FREE NO. OF. PERCENTAGE
S.NO
SAMPLES RESPONDENTS (%)

1 Yes 38 76

2 No 12 24

TOTAL 50 100

Source: primary data

Inference:
The above table shows that out of total respondents, 76% of the
respondents are says yes and 24% of the respondents are says no.
Majority (76%) of the respondents are says yes.

CHART NO: 4.15

67
FREE SAMPLES BY THE RESPONDENTS

TABLE NO: 4.16

68
 FEELS ABOUT PACKING SIZE OF PATANJALI KESH KANTI
SHAMPOO
NO.OF. PERCENTAGE
S.NO PACKING SIZE
RESPONDENTS (%)
1 Satisfied 10 20
2 Highly satisfied 26 52
3 Dissatisfied 9 18
4 Highly dissatisfied 5 10
TOTAL 50 100

Source: primary data

Inference:
The above table shows that 52% of the respondents are replied that
packing size of Patanjali kesh kanti shampoo is highly satisfied where as
20% of the respondents are replied that satisfied, 18% of the respondents are
replied that dissatisfied, remaining 10% of the respondents are replied that
highly dissatisfied respectively.
Majority (52%) of the respondents replied that packing size of
Patanjali kesh kanti shampoo is highly satisfied.

CHART NO: 4.16

69
FEELS ABOUT THE PACKING SIZE OF PATANJALI KESH
KANTI SHAMPOO

TABLE NO: 4.17

70
 FEEL ABOUT THE WEBSITE OF PATANJALI KESH KANTI
SHAMPOO

WEBSITE NO .OF. PERCENTAGE

S.NO
RESPONDENTS
(%)
1 Good 28 56
2 Average 6 12
3 Poor 12 24
4 Very poor 4 8
TOTAL 50 100

Source: primary data

Inference:
The above table shows that, out of 50 respondents, 56% of the
respondents says that good, 24% of the respondents are says poor, 12% of
the respondents are says that average and 8% of the respondents are says
very poor.
Majority (56%) of the respondents are says good.

CHART NO: 4.17

71
FEEL ABOUT THE WEBSITE OF PATANJALI KESH KANTI
SHAMPOO

72