DETERMINANT OF HAIR CREAM BRANDS AMONG HOUSEHOLDS IN ABIA STATE, NIGERIA.

ABSTRACT

The study analyzed the socio-economic determinant on consumer choice on hair cream brands among household in Abia state, Nigeria.  Four (4) research questions were formulated to guide the study.  The population of the study consisted of respondent, selected from the three (3) senatorial zone of the state.  One Local Government area was selected from each senatorial zone. From each local government, fifty (50) respondents were selected.  Respondent were of different occupation, educational background, making a total of 150 respondents.  The instrument used to collect relevant data were a structured questionnaire.  Descriptive statistics was used to analyzed data on the first three research questions while probit model was adopted for the fourth.  I was found that age, education, price, marital status, income and gender play critical role in the socio-economic determinant on the consumer choice on hair cream brands.  It was recommended that education of the buyers should be stepped up to enable them make better choice.  Income level however, should be also improved.  Early marriage should also be encouraged.

TABLE OF CONTENTS

CHAPTER ONE

INTRODUCTION

1.1       Background to the Study

1.2           Statement of Problem

1.3       Objectives of the Study

1.4       Research Questions

1.5       Research Hypothesis

1.6       Significance of the Study

1.7       Scope of the Study

1.8       Definition of Terms

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1       Conceptual Framework

2.1.1    Understanding Consumers Choice

2.1.2    Price and Consumer Choice

2.1.3    Pricing Strategies

2.1.4    New Product Pricing

2.1.5    Sales Promotional Tools

2.1.6    Assessing the Importance of Advertising on Sales Volume

2.1.7    Packaging functions and Elements

2.1.8    Packaging Size and Shape

2.2       Theoretical Framework

2.2.1    Theory of Substance and Significance          

2.2.2    Emotional Experiences

2.2.3    Brand and Brand Equity

2.2.4    Experiential Marketing

2.3       Empirical Framework

CHAPTER THREE

RESEARCH METHODOLOGY

3.1       Research Design

3.2            Area of Study

3.3       Population Of the Study

3.4       Sampling Procedure and Sample Size

3.5       Method of Data Collection

3.6       Method of Data Analysis

3.7       Model Specification

3.8       Validity

3.9       Reliability

CHAPTER FOUR

RESULT AND DISCUSSIONS

4.1       Socio-economic Characteristics of the Respondents

4.2       General Data

4.3       The Relationship between Income and Expenditure on Foreign Leather among the Respondents

4.4       Socio-economic Determinants of Household Choice on hair cream brands in the Study Area

4.5       Test of Hypotheses

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1       Summary

5.2       Conclusion and Recommendations

REFERENCES

APPENDIX: QUESTIONNAIRE

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Over  the  years,  hair  creams  brands  are  one  of  the  indispensable  goods  we  have  in the  market  place.  They  are  used  by  children,  men  and  especially  women  in  Abia and  the  whole  world  at  large without any demographic restrictions. Hair creams are versatile styling products which can add texture, boost volume, tame curls, smooth waves and improve your hairs overall look. Aside creating and enhancing hair styles, hair  cream  is  used  in   softening  the  hair,  giving  it  a  shinny  and  attractive  look  and  also  growing  a  healthy  hair. (Madden, K. 2000).

Evaluating has continuously pondered the most   popular question about hair cream brands.  Are all hair the same?  The  simple  answer  to  this  question  is  that  not  all  hair   creams  brands are  the same.  Some hair creams are designed and made for specific purpose like hair styling cream, smoothening cream, voluminising cream, curling cream and texturing cream. These  hair  creams  could  act as: a  coolant  and  effective  in  keeping  the  scalp  cool. it could  be an effective anti-dandruff  treatment  and  also  keep  lice away  from  your  hair, for  those  with  dry  scalp, gives hair a strong natural hold without weighing hair down.(Olesin, A. 2007)

 The  hair  cream  can  be  an  effective  remedy  as  it  balances  the PH.  Research  shows  that  it  is  an  effective  remedy  for  hair  loss  as  it  binds  the  hair  roots and  improves  scalp  stimulation  by  increasing  blood  circulation. The study of hair is called Trichology.   The  hair  is  an  appendage  of  the skin  and  is  basically  composed  of  a  protein  called  keratin,  which  is  found  in  horny  growths which  also  includes  the  nails  and skin. Dark hair has more carbon and less oxygen and the reverse is true for lighter hair. The lighter the hair, the drier it would be. There are three cycles in hair growth, first we have ANAGEN which is the first cycle growth of hair and that is baby hair-1 to 3 years old. At this stage, hair creams are usually hard on the baby’s scalp, so baby oil is used specially (Akamen, J. and Toman, C. 2007).

CATAGEN is the second cycle growth and this last until the age of twelve. You will see a lot of Hair loss during this stage but it is normal. Hair loss at this stage is temporal. Some hair cream brands are specially for hair loss. Hair cream like Virgin hair cream, Dallas hair cream etc. The final cycle which is the TALOGEN is the permanent replacement stage. The hair itself is divided into two main parts, the hair root which is beneath the skin surface, and the hair shaft which is the part you see above the skin surface. Hair grows faster between the years of 15 to 30 years and lesser between 50 to 60 years (Pettigrew, A.M 2003).

The structure, textures and condition of the hair and scalp is studied in order to make informed decisions to help you in the choice of your hair cream to suit your kind of hair. All company activities must be devoted in finding out what the consumers needs and wants are and satisfying these wants while still making profit in the long run (Fulmer, 1994).

          1.2          Statement of Problem

Despite the toxic ingredients in some hair creams, they still haven’t been stopped from flooding the market. Some hair cream brands interfere with the body hormones and make the consumer fat (Ket, K. 2007). When toxins are absorbed through your skin, they bye pass your liver and enter your blood streams and tissues with absolutely no protection whatsoever. Disappointingly, despite the use of hand bills, personal selling, advertising, some consumers complained that some of these hair cream brands were hot on their scalp. Some of the anti- dandruff creams after using them did not have any visible improvement. Customers are advised to look out for hair cream brands with a non-greasy formula written on their label.  Greasy hair cream on a hot day starts to pour down on your face together with sweat making your face to look oily and sweaty. Many hair cream manufacturers have failed to consider the attitudinal behavior of consumers, their needs, and wants and how to satisfy them.  The result is Small Market Share (Olesin, 2007).  The problem confronting hair cream manufacturers, despite series of consumers behaviour analysis, is why the progressive decline in performance?  Where a product brand is rejected, sales volume reduces and it ultimately dies off. 

1.3     Objectives of the Study

The general objective of this study is to evaluate the determinants of consumer choice of hair cream brands in Abia state. While specific objectives are:

      i.         Determine the relationship of quality on consumer patronage;

    ii.         Analyze the effect of product price on consumer patronage;

  iii.         Examine the effect of advertising on consumer patronage;

  iv.         Determine the effect of income on consumer patronage;

    v.         Analyze the effect of sales promotion on consumer patronage;

1.4     Research Questions

We ask the following research questions:

(i)        What is the effect of quality of consumer patronage?

(ii)      What is the effect of product price on consumer patronage?

(iii)        What is the effect of advertising on consumer patronage?

(iv)         What is the effect of income on consumer patronage?

(v)        What is the effect of sales promotion on consumer patronage?

1.5     Research Hypothesis

In the course of this work, the following null hypothesis were tested and proven to show their validity or otherwise.

H_o1:   Quality has no significant effect on consumer patronage.

H_o2:   Product has no significant effect on consumer patronage

H_o3:   Adviser ting has no significant effect on consumer patronage.

H_o4:    Income has no significant effect on consumer patronage.

H_o5:   Sales promotion has no significant effect on consumer patronage.

1.6     Significance of the Study

This study will benefit the following groups

-         Producers of hair cream: it will help them know why consumers avoid or prefer their brands of hair cream. How to improve on them through creativity and innovation or develop new brands to meet their hair taste with regards to quality, price, packaging etc.

-         The study is useful to the marketing students of Michael Okpara University of Agriculture in their study of consumer behavior aside class room knowledge and also the department at large.

-         The study will benefit the consumers of hair cream. It will help them to know and watch out for toxins in some hair creams which might be harmful to them.

1.7 Scope of the Study

The parameters in which the study will be operating is consumer choice of hair cream brands in Abia State  metropolis  using different brands of hair cream namely  Soul mate, Virgin hair cream, Dallas, Damatol, Apple hair cream, Sporting wave hair cream etc. It will proffer solutions to producers of these brands that have lost position in the market place. The goal will be to identify possible factors that constrain the determinants of consumer choices on these brands of hair cream.

1.8 Definition of Terms

Consumer: is an individual or an organization that purchases, or has the capacity to purchase hair cream brands offered for sale in the market in order to satisfy personal or household needs, wants or desires.

Consumers’ preference: Consumers choice theory analyses how consumers may achieve equilibrium between preferences and expenditures by maximum utility.

Preference: This means the favoring of brand of hair cream brands.

Market Performance: the behavior of security or asset in the market place. In Economics, it refers to the end result of the relationship of selling price to cost, the size of the output and the efficiency of production.

Brand: Make of a product which can be recognized by a name or a design or symbol.

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