Research on Chinese Consumers’ Preferences and Characteristics Regarding Scalp Care Shampoo Products

Abstract

This study aims to explore consumers’ preferences on different types of shampoo products among women aged 20s and 30s from Beijing and Shanghai. 100 women who have scalp troubles were selected as respondents. By conducting HUT blind test, we compared the consumers’ feedbacks on 3 scalp care shampoo products but with 3 different formulations, i.e., 2 products with silicone-free formula and 1 product containing silicone oil. We adopted quantitative methodology through the whole analysis, and evaluation results of different groups were obtained by PCA analysis. The results of the study are recapped as follows: (1) Although there is no obvious difference in consumers’ preference among different ages, there are obvious differences in different regions. (2) Beijing consumers are satisfied with the sensory efficacy of the 3 products while Shanghai consumers are less satisfied with any of them. It is speculated that Shanghai consumers have a higher expectation for scalp care products; (3) Products containing silicone oil shows higher usage satisfaction when compared with silicone- free formula. It is better to emphasize long-term efficacy for silicone-free formula when planning GTM strategy, so that it could guide consumers to achieve their post-purchase rationalization. (4) Although the tested products all have scalp care function, consumers are more concerned about the effects on the health status of the hair than the scalp care effects.