08-16-2017, 08:58 PM
Purpose:Radico is an Indian based medium size multinational company corporate office
and factories in India and distribution ware house and international office in Torrance,
LosAngeles, California USA. Established in 1992, it specializes in the field of Natural and
organic hairColors. It wanted to do a market research of its newly launched product,
COLOUR ME ORGANIC HAIR COLOR and observe the consumer s response toward it. The
main objective behind the research is to find the perception among the consumers about
the word Organic . It also wanted to know if they are willing to pay a premium for the
product given its advantages and disadvantages.
Design/Methodology/Approach:For the market research the audience for this research
was selected beforehand and the product was distributed amongst them. The
respondents were all working professionals or entrepreneurs and fell in the age group of
25-45 years, both male and female. They were requested to fill a
questionnaire.Regression analysis has been used to analyze these responses. For the
consumer research, a separate questionnaire was prepared and with the responses, a
perceptual map was formed of the hair color industry. In-depth interview of various hairstylists
in hair-salons of the NCR region was also conducted to understand the consumer
behavior and preferences.
Findings:The results for the market research indicate that for the consumers, presence
of organic ingredients is a major factor that affects their buying decision. It is extremely
critical for them that the product does not cause any rashes or allergy and should be safe
to use. The correspondence analysis shows us that according to the consumer s
perception Loreal and Wella meet most of the requirements of a good hair color. The indepth
interviews tels us that the Indian consumers are not very willing to change the Hair
color very often and that there is not much awareness about the organic hair color and
its efficacy.
Originality/Value:It is a live market research project for the company Radico and the
report will be directly submitted to the Founder and Director of the organization. The work
is intended to help the organization understand the consumers in a better way and also
to observe the response towards its newly-launched product.
to get data about it please visit;
http://slidesharezoog/loreal-hair-dye-project-report
http://slidesharemegha1310/presentation-...gnt-loreal
