A Study on Brand Awareness of Shampoo Products for CavinKare Pvt. Ltd Ragavendran P. Guru1, Devakumar G.2, Upadhyay Santhosh3 1MBA (Engg. Operations) Student, Department of Management Studies, M.S. Ramaiah School of Advanced Studies, Bangalore, 560 054 2 Professor, Department of Management Studies, M.S. Ramaiah School of Advanced Studies, Bangalore, 560 054 3Manager, Market Research, CavinKare Pvt. Ltd, Chennai Online published on 18 February, 2020. Abstract In today's global market, brand awareness among consumers play a decisive role in the sales turnover of the company. Every company invest heavily in this aspect to catch the lion's share of the market. CavinKare is one of such aspiring Fast Moving Consumer Goods companies in India, with turnover of 5000 million INR in 2006–2007. Although, CavinKare had done a lot of research on brand awareness of their hair care products, only a limited research has been reported for its new Chik and Chik Satin shampoo in Bangalore. In the present work, a study was carried out to estimate the current brand awareness and to suggest methods for improving the same. In this process, the socio economic stratum of women consumers was identified using socio economic classification grid during personal interview at individual households. The data was collected from the target audience of 18–35 years age at 30 different places in target population through questionnaire. Pareto analysis was used to know the quality problems of major attributes. Quality Function Deployment was deployed to relate the consumer voice and technical descriptors for quality improvements in the shampoo brand. The results revealed that, the major consumer expectations were quality, benefits offered and packaging of shampoo product. Based on the results obtained, measures were suggested to improve the brand awareness from 8% to 12.6% in target population. Suggestion towards improving sales by 45.39% on focusing the lagging quality attributes of shampoo has been made. Top Keywords Brand Equity, Brand Awareness, Consumer Behaviour, Quality Function Deployment. Top |