Abstract:

As part of the strengthening exercise on Sunsilk Shampoo, this research was conducted with the following objectives:

1. To assess which range of variants has the most appeal either to shampoo users in general or to specific target groups, under a 'variant for your hair' concept;

2. To assess whether either of two alternative 'concepts' has greater appeal broadly or to specific groups, and what variant range would be appropriate to that concept;

3. To discover whether ingredients add to the credibility of the product and what sort of variants have the greatest appeal;

4. To refine knowledge of what the consumer wants from a shampoo, and what she wants to know about Sunsilk to make it more attractive to her.