ABSTRACT
Effectiveness of hair care products is dependent on several factors such as combination of surfactants, conditioners, polymers, fragrances, and active ingredients present in the formulations and their compatibility with each other. Hair care products also include coloring agents, preservatives, and actives (antidandruff agents) for both instantaneous and sustained benefi ts. The range of hair care products available in stores today is quite large and ever increasing. Numerous brands and various shampoo formulations, encompassing wide-ranging claimed benefi ts, are found not only in department stores but also in favorite salons, and drug and discount stores. Researchers have proposed a model and measurement methodology to aid managers in designing new frequently purchased consumer products.1 The model is structured as a trial and repeat process that produces an estimate of long-run share for a new brand. Physical and psychological product attributes are linked to the trial and repeat probabilities through multidimensional scaling procedures. Generally, cost,
152 Handbook of Detergents: Part E: Applications
fragrance, cleaning effi ciency, and foam are the factors most people consider when purchasing a product. It seems that every year the competition is becoming more challenging, and major manufacturers constantly produce a new range of products featuring new and improved benefi t claims with more complex formulations, and some manufacturers provide appeal by including costly and exotic ingredients.2,3 Though some of these changes and benefi ts are consumer perceivable, many of them are not.
