Year of Graduation
Brand as a factor of non-price cmopetition: the case of shampoo market
In this study the brand will be considered as the main factor of non-price competition in the market segment of cosmetic products, which has the largest share in Russia-hair shampoos on the market.The object of study in my work to be consumers of hair shampoos on the market. In turn, the subject will be the brand influence on consumer choice in today's economy.The purpose of this work is to define where the brand in the structure of the factors affecting the selection of different brands of shampoos and consumer manufacturers.In keeping with the purpose of the study, the following main tasks that would need to be addressed in the work:1. identify characteristics of non-price competition in the modern market of goods and services2. identify features of branding as a tool of non-price competition in the market of cosmetic products in Russia3. determine the location of the brand in the overall structure of the factors of consumer choice in the market of shampoos.4. build the econometric models of consumer choice for key brands and manufacturers in the Russian market for shampoos for each of the major groups of buyers, formed according to the results of the poll5. identify the differences in the structure of the factors affecting the selection of different brands of shampoos and consumer manufacturers.The study is expected to test the following hypotheses resulting from the review of literature and existing research:Hypothesis # 1. The brand is a significant factor in choosing consumer brand of shampoo.Hypothesis # 2. The capital structure of the brand for different brands vary.The empirical basis of this study will be the results of an online survey conducted by the author of works on a specially designed questionnaire.The structure of the thesis is as follows: in the first chapter of the new economy will be considered, studied her features and the main driving forces and main types of competition and strategies applied in each of them. The second chapter will analyse the brand as the factor of non-price competition and reviewed its role in the market of cosmetic products. The third chapter will analyse the situation on the Russian market of shampoos for hair, identifies key players and key trends. The fourth chapter will describe the practical part of the work (the capital structure of the brand of various brands of shampoos, as well as defined by the degree of its influence on the choice of consumers) and interpreted the results. The work will be done in the theoretical and practical conclusions on the results of the study.For measuring the impact of the brand when choosing consumer goods in the market of shampoos for hair, main groups of factors were identified that would best describe each shampoo:· Price· Functional characteristics (line item effect expected volume, power, chemical composition)· Brand features (packaging design, the presence of additional hair care product line, individual features, advertising, country of origin, the reputation of the manufacturer)· Experience, recommendations of friends and the availability of shampoo in the nearest shop. For the analysis of data from the online survey has been used logistic regression to two groups of respondents (regular users of a particular brand and those who bought it at least once, but not buy it often) regression were built in four brands of shampoos for hair:Gliss Kur, Syoss, Pantene and Head&Shoulders and interpretation of data obtained after purification only survey data has 356 respondents used further in the practical part of the study.The results and main findings.According to the results of the analysis showed that for the above-mentioned brands of shampoo brand capital structure varies significantly. With that, it varies between brands and within a specific brand, but between different groups of consumers are loyal to those who once used the shampoo brand, but is not a regular customer.As it turned out, the highest value for buyers of shampoosGliss Kur has an additional brand of hair care products. this option has proven to be the most significant as for regular users of the Gliss Kur, and for those who purchase the shampoo brand for the first time or after a long break. an important factor is that both groups of buyers for the inverse of this experience has demonstrated the appropriateness of the choice and abstracted from the use of thewhat the consumer is accustomed to. An interesting point was the difference of influence in different groups of company reputation at risk of permanent use of the shampoo brand Gliss Kur and simply select it among other brands. However, since the reputation of the company has a positive value for the potential users of this brand, then, together with the importance of the availability of additional funds for consumers, it can be concluded that in this case the branding policy is relatively efficient and allows the buyer to choose stamps Gliss Kur consciouslynot in accordance with the principles of the "habits".With regard to the brandSyoss, which recently appeared in the world market and quickly gained popularity, brand influence on the selection of this product has proved to be strong enough for first-time buyers who purchase a shampoo brandSyossthe most important are factors such as consistency of shampoo hair individual characteristics, the availability of additional funds for the care and design. in addition, the negative relationship of the probability of selecting mark from the habits of the svidtel′stvuet on the rationality of choice. but the significance of these factors suggests that brandSyoss attractive not only due to the functional specifications, but at the expense of other additional items that meet the specific needs of customers, in turn, for regular users of the products Syoss most important have been the availability of additional funds from the brand and the popularity of the company which also shows the significance of strengthening the brand. However, the only negative factor was the price of the product (for the adherents) and availability (for anyone who has ever used this brand of shampoo)because the brand is "professional" and, as a consequence, the price is above average and the shampoo may not be available in all stores.In turn, in the case of the markHead&Shoulders, the basic parameters on which buyers have chosen the brand shampoos and their adherents were mostly functional specifications. in addition to regular users of shampoosHead&shouldersis the experience of using a particular brand, and it means that in this case the main incentive to purchase the shampoo is its compliance with specific functional characteristics to potential buyers, such as multifunctionality and the shampoo is suitable for a particular type of hair with the fact that both groups of consumers for additional hair care negatively depends on the probability of use of markalso indicate that from the point of view of consumers, the brand's strong point is the quality of the shampoos and they meet certain standards.Finally, last but not least brand shampoos, which, as it turns out, is very popular among respondents-PanteneIn the case of this brand extremely significant advertising, correspondence had been the result of shampooing expectations and a general view of production in the case of regular customers, the importance of having only 2 factors studied-and the delivery of expected results. This suggests that the information provided in the advertisement is dostovconveyor and attractive, and the supporters appreciate the products of this brand. However, there is a negative relationship between matched the expected effect reality and probability choice of the buyer's brand, which previously was not used. This situation could only arise if the general opinion of the brand among the entire pool of consumers is not the most favorable on product quality and result from use.Thus, this study identifies a number of key features 4-major brands in the market of shampoos for hair and determine the direction of branding policies of each company you should consider:1. Gliss Kur. Manufacturer of this brand is worth paying attention to in the minds of the functional characteristics of the product, as products of its benefits to the consumer.2. SyossThis brand is, in my opinion, is quite stable and efficient structure, which enabled him in quite a short time become one of the leaders in the market for shampoos for hair.3. Head&ShoulderThis brand from the point of view of consumers has established itself as a reliable manufacturer of shampoos for hair, which buyers trust. However, perhaps he should pay attention to the advertising policy, since, while the rest of the company to actively develop their shampoo and add in a range of new tools, the mark remains, albeit with a solid reputation, but rather monotonous line of hair care products is my assumption.the introduction of new shampoos and a greater diversity of the additional funds will help the brand significantly extend the range of its users.4. Pantene. Depending on the outcome of the study, the first brand campaign aimed at strengthening the reputation or even its improvement. need to fix in the minds of consumers confidence in the quality of the products and the efficiency of its use. in addition, the manufacturer should be given to expanding the product range and may improve the performance of shampoos.However, because our sample is not representative of the whole, as is more of students living in Moscow, Moscow region, St. Petersburg, Perm and Perm region, the results of the study could not be considered to be fully applicable to all buyers in the market of shampoos in Russia. For more detailed analysis of the capital structure of brands in this market and confirm, or refute improvements of the received results, it is worth to collect not only significantly more respondents, but also to conduct an analysis, taking into account individual factors such as age, occupation, income, etc. that would better identify the typical consumer each specific brand and, on this basis, build branding policy.