The project study begins with the analysis of the hair colour industry , followed by the competitor analysis.

Qualitative study at teh saloons and the malls suggests that ther is a gap in terms of supply and expected shelf space for Radico. Also, the retailers are promoting competitor brands.

The quantitative study finds out the variables considerd important by the consumers. The top five variable are..
» Softness of hair
» Brand name
» Natural content in the product
» Time the colour remains after applying
» Word of mouth publicity

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