Behavioural aspects of men’s hair care category

Abstract

In this CCS study, we have attempted to study the behavioural aspects of the men’s hair category. The behavioural aspects includes primarily included consumption values and selfconcept and extended self-concept. This study analyses the differences in the values and selfconcept amongst the consumer group segmented based on the hair products used (i.e. Hair oil, hair gel, hair cream). In this study, we are only considering after shower products and excluding bathing products like shampoo, shower gel etc. Also, the study is agnostic of any hair care product brand. The study consists of five parts which are literature survey, selection of methodology, questionnaire creation, analysis and lastly discussion and conclusion. In literature survey, we focused on the peer reviewed articles from reputed research journals based on values and self-concept and shortlisted 26 article useful for the CCS. The hypothesis and conclusion of articles are for specific studies undertaken by their authors. We decided to check applicability of these article and found 24 set of values which became the base of this study. The study is undertaken as per specific customer segment, we used quota sampling method. The 7-point semantic differential scale is used for the questionnaire creation, since semantic is an ordinal scale with equally spaced options. The questionnaire is created in two parts. First part was targeted towards finding self and ideal self-image of the respondent. The second part of the questionnaire is targets towards finding strength of values of the respondent for 24 values decided earlier. After the survey, respondents are divided in 3 categories as per product used: hair gel, hair oil, hair cream. The difference in the responses for these 3 categories are found using analysis of variance (ANOVA) method. ANOVA is used for the analysis of all 24 values and the self and ideal-self responses. In the study, we observed significant difference in case of 13 values which are Celebrity Orientation, Materialism, Self-esteem, Conservatism, Ethnocentrism, Innovation, Fashion Consciousness, Emotional decision making, Fun and enjoyment in life, Conspicuous Western Symbols, Benevolence, Self-direction, Achievement Orientation, etc. In case of hair cream products, celebrity orientation, ethnocentrism, and achievement orientation comes out to be the most promising value as they have got very good score amongst other hair care products. In case of hair gel products, conservatism, self-direction comes out to be most promising due to high scores on these parameters. While in case of hair oils materialism, self-esteem, innovation, fashion-consciousness, conspicuous western symbols, emotional decision making stands out as purview of high scores received. These prominent values need to be portrayed through various ritual based advertisements and there need to be synergy in IMC to build a consistent brand image.