To Study the Effect of different income levels on buying behaviour of Hair Oil. Ragde Jonophar

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1 Reflections Journal of Management (RJOM) Volume 6, January 2017 Available online at: %20Journal%20of%20Management/showoc o Study the Effect of different income levels on buying behaviour of Hair Oil Ragde Jonophar Abstract: his paper reviews hair oil usage of respondents depend on age, income, their preferences of brand etc. Oil used by respondents is very less in quantity so the purchasing criterion is based on annually or weekly. o prove these statements test such as p test and chi-square test was performed. Introduction Human beings need food for their survival and development. So what would be essential for your hair? Yes, shampoo of course. But hair oil is also important. As animal cannot live without food and water so is the case of hair, it cannot live without shampoo and oil. Oil promotes necessary nutrients for silky, smooth, shining hairs. If all the conditions are achieved then an individual has strong and healthy hair. Most of the people believe that oiling the hair before wash gives you smooth and silky hair. Hair expert recommend that oiling the scalp and hair overnight and next morning wash it with lukewarm water and shampoo will give silky and smooth hair. But according to newton every action has an equal opposite reaction which is very true so hair oil has its own disadvantage when applied in more quantity it attracts dirt, pollution containing harmful rays which damages the hair. he truth for hair fall is stress, unhealthy diet, improper nutrition for hair etc. both the ways hair needs to be taken good care of. Literature review Now-a-days market is full of cosmetic things consisting of different brands of hair care product which involve different hair caring product like different shampoo & conditioner brands, oil brands, styling brands etc. he important thing is people prefer purchasing product based on price, quality, brand ambassadors etc. he attitude of consumer or buyer decides how demand will emerge for a new product and service and how existing goods and services will be sold. he attitude in turn depends upon many economic, social, cultural, climatic factors. he decisions are also influenced by education, stage of economic development, lifestyle and information, Size of family and income factors. o understand and analyse the marketing mix for leading brands of hair oils, marketing research is conducted with the help of the primary data.

2 Indians love their hair oil and view it as a cure all for hair problems especially hair loss. We even use hair oil to give us relief from an itchy flaky scalp. Dr. Vijay Singhal, Dermatologist at Delhi based Sri Balaji Action Medical Institute sets the facts straight about whether hair oil is a dandruff cure. Hair oil may soothe an itchy scalp and reduce dandruff flakes, but Dr. Vijay explains, "Hair oil has been used in our country as a continuance of our age-old traditional way of moisturising our hair. However, the truth is that the hair oil forms a layer on the scalp that prevents moisture from entering the skin naturally. his leads to the formation of flakes and dandruff because of the choked pores. So, I do not recommend applying hair oil." Applying hair oil on a scalp, which is already infected with dandruff, intensifies the process of hair fall. When hair oil remains on the hair for a long time, is loses it shine and turns dull. So, it is important to avoid applying hair oil on your scalp if you are struggling with dandruff. Research objective: he primary objective is to understand the behaviour of different income range on purchasing hair oil product. he other objectives are: o compare the purchasing behaviour of gender preferring hair oil. o study whether advertisements of product influence people. Research methodology: Research design (descriptive): he research was conducted using various variables: demographic variables and independent variables Demographic variables: Variables such as age, gender, income, qualifications, number of family members were used. Independent variables: After the initial secondary data search a primary survey was conducted. It was an online survey and the survey instrument used was questionnaire sent out through Google forms. he questionnaires were sent out 80 people in all out of which 63 were respondents. he data collected was statistically analysed by using tests of proportions and dependency such as P ests and Chi Squared ests, respectively lacs 17% Male 32% lacs 14% Income % of Gender lacs 2% lacs 67% Female 68% From the pie chart it s clear that maximum respondents belong to 0-2.5L income group (67%). he minimum respondent s income belongs to 7L & above (2%). We can infer that people have the ability to purchase hair oil because it s not costly to buy and everyone can afford it. his graph gives the hint that fe more of hair oil. So consu advertisement of hair oil is mai on females. he influence ambassador could have a great e purchasing strategy of oil. Ev

3 no of respondents count of respondents Qualification Occcupation Graduate HSC post graduate Home maker Self - employed Service Student otal Qualification Occupation he above two graph gives the idea of respondents way of acting on particular condition and their behaviour to same scenario. Mostly there are graduates and are students so we can infer that they are influenced by word of mouth or by advertisement of product. Proposed hypothesis: Hypothesis 1: Less than 5% respondents purchase hair oil weekly. Hypothesis 2: Frequency of respondents purchasing hair oil is not independent of income. Hypothesis 3: More than 10% respondents whose annual income is more than 2.5 lakh purchase hair oil annually.

4 Hypothesis 1: Less than 5% respondents purchase hair oil weekly. Ho: More than 5% respondents purchase hair oil weekly. Ha: Less than 5% respondents purchase hair oil weekly. N A H O :p 5% H A :p<5% left tail P test x 1 A 5% P' 0% Probability 5% p 5% q 95% P Critical (1.64) n 63 P observed (1.24) P'-P (0.03) p*q 0.05 P P observed (1.24) A 0.05 D P value More than ALPHA Failed to reject the null he above test proves that more than 5% respondents prefer purchasing hair oil weekly. he reason could be that respondents do not apply hair oil regularly and are financially weak to purchase the branded oil. Other reason could be majority of the respondents are student so they might be careless for applying hair oil on regular basis.

5 Hypothesis 2: More than 10% respondents whose annual income is more than 2.5 lakh purchase hair oil annually. Ho: Less than 10% respondents whose annual income is more than 2.5 lakh purchase hair oil annually. Ha: More than 10% respondents whose annual income is more than 2.5 lakh purchase hair oil annually. N A HO:p<=10% HA:p>10% Right tail P test x 3.00 A 0.10 P' 0.14 Probability 0.90 p 0.10 q 0.90 P Critical 1.28 n P observed 0.65 P'-P 0.04 p*q 0.09 P 0.26 P observed 0.07 A 0.10 D P value More than ALPHA Failed to reject the null he test proves that less than 10% respondents whose annual income is more than 2.5 lakh purchase hair oil annually because the respondents as mentioned early are students their spending are borne by their parents so instead of purchasing it weekly they prefer buying annually for branded product of hair oil.

6 Hypothesis 3: Frequency of respondents purchasing hair oil is not independent of income Ho: Frequency of respondents purchasing hair oil is independent of income. Ha: Frequency of respondents purchasing hair oil is not independent of income Observed Row Labels lacs lacs lacs lacs Grand otal percentage Annually % Monthly % Weekly % Grand otal % Expected Row Labels lacs lacs lacs lacs Grand otal Annually Monthly Weekly Grand otal (fo-fe)^2/fe lacs lacs lacs lacs OAL Annually Monthly Weekly otal N A H O:FREQUENCY OF PEOPLE PURCHASING HAIR OIL IS INDEPENDEN OF INCOME H A: FREQUENCY OF PEOPLE PURCHASING HAIR OIL IS NO INDEPENDEN OF INCOME CHI SQUARE ES RIGH AIL A 0.05 P 0.05 C DF=(R-1)*(C-1) = 6 O 3.53 P 0.74 A 0.05 D FAIL O REJEC HE NULL he test proves that frequency of respondents purchasing hair oil is independent of income because respondents are varying some may prefer brands of oil some may find difficult to afford. Depending upon the income and price of product people then decide to purchase it.

7 Conclusion he research was initiated to analyse the effect of income on consumption of hair oil. It was found that responses for purchasing oil were based on factors such as weekly, annually and income wise. People believe on expert advice and apply oil overnight and then wash for getting smooth and silky hair. he analysis done was majorly on students so the responses achieved were based on their perspective where they prefer brands of oil. heir parents purchase it for them so might be the reason of getting respondents purchasing it annually but when this same research if done only on working group of people it may be like getting respondents who purchase oil weekly because of their income. Lower class people will definitely purchase oil weekly and upper class people would prefer purchasing international brand of hair oil. Whereas middle class people would prefer buying it annually. Limitations he research was done on students so we cannot have a clear estimate of the usage of oil. And some of the responses were incomplete so this also created error leading to ambiguity. Reference 1. [ 2. Pdf file of Dr. Archana & Mr. Bhalchandra

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