Consumer Behavior Study on Dove Shampoo

Running head: CONSUMER BEHAVIOR
Consumer behavior
Name of the student:
Name of the university:
Author note:

1CONSUMER BEHAVIOR
Executive summary
The aim of this research is to study the fundamentals of consumer behavior and the
psychological factors that affect consumer buying behaviors. The product chosen for the
research is Dove shampoo, which is one of the most common hair products in the
market. The instrument of research would be a questionnaire, which comprises of
questions on attitudes, perceptions, habits, preferences and lifestyles of the customer.
Accordingly, data has been gathered from 15 consumers of Dove which has then been
analyzed through graphical representations. The data has then been examined to gain
insight into consumer behavior and to identify the motivating factors for buyers of Dove
shampoo.

2CONSUMER BEHAVIOR
Table of Contents
Aims for the research.......................................................................................................3
Instrument of survey.........................................................................................................3
Selection of participants...................................................................................................5
Accumulation of data obtained.........................................................................................5
Analysis of data obtained and key findings......................................................................8
References:....................................................................................................................12
Appendices:................................................................................................................... 13

3CONSUMER BEHAVIOR
Aims for the research
The main purpose of conducting this research is to understand and gain insight
into the various motivating factors that determine consumer buying behavior and
preferences. The FMCG product chosen for the research is Dove shampoo, which is
one of the most commonly used hair products in the international market. The following
report studies the various reasons why consumers choose Dove other shampoo brands.
Instrument of survey
The instrument of survey chosen for this research is a questionnaire. A
questionnaire has been prepared keeping in mind a few factors like customer
perception, attitudes, culture, family, lifestyle, individual and group preferences and
motivating factors. The questionnaire is as follows:
1. How do you select your hair products?
a) Based on price
b) Based on quality
c) Based on advertisement
d) Based on recommendations
2. How satisfied are you with Dove?
a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very dissatisfied
3. How often do you use Dove?
a) Daily
b) Once in a week
c) Twice in a week