Exploring the attitudes of Indian consumers towards shower gels

Abstract

Through this report we have attempted to explore and analyse the attitudes of Indian consumers towards shower gel category. Shower gels have been in the market for about 6?7 years in India now but the penetration levels is still very low. Still, Shower gels and body wash are 2.7% of the total bath and shower market in India. We have attempted to understand the attitudes and behaviour of consumers, different parameters that affect their purchase intentions towards shower gels/body wash. The parameters involve product attributes like brand, fragrance, packaging etc. and other dimensions like product aesthetics, involvement levels, and Perceived innovativeness, perceived product knowledge that affect formation of favourable / unfavourable attitudes and behaviours and hence purchase intentions. The literature survey helped us to find out frameworks and different dimensions through which the objective of study can be analysed and recommendations can be made. It helped us to understand how the attitude formation and attitude strength is crucial in guiding behaviours and purchase intentions. Our data collection recorded 113 respondents, mostly young adults of age 18?25 years. Among the respondents, 50 were consistent users and 63 were non?users of shower gels. The data collected is analysed using t?test and multiple regression. The barriers and triggers were identified as ‘Complacence’ and ‘Substitutability’ which can be used in order to increase the usage. Furthermore, shower gels are perceived as innovative but not a necessity by non?users. Other factors like usage situations and attitudes towards ad and celebrity endorser were also explored. The attributes and triggers that will help in overcoming the barriers to usage of shower gels are recommended.