Marketing Management - I
Consumer Behavior Exercise
Product Category: Shampoo (New to the consumer)
Brand Chosen: Clinic All Clear (HUL) (New to the consumer)
Who was the decision making unit?
Ã¢ÂÂ¢ Who bought the product or service?
The product was bought by the consumer itself for personal use.
Ã¢ÂÂ¢ Identify all those who played a role in the decision process. What role did they play?
Purchasing the product was a personal decision as it was bought for personal use. However awareness of the product was gained through TV commercials. The commercials created a remembrance effect and helped in recognizing the product instantly. Reviews from friends who had used the products were also considered.
What motivated the purchase?
Ã¢ÂÂ¢ What problems did the product/service solve? What functions would it facilitate?
The product was meant to solve dandruff and hair fall problems that had recently arisen.
Ã¢ÂÂ¢ What attributes seemed important?
Price, quick solution to the problem and brand value were important attributes that were considered.
Characterize the decision.
Ã¢ÂÂ¢ Was it a first-time decision? A review of a previous decision? A careful decision? A casual decision? Was the amount of deliberation appropriate to the decision?
The decision was a first-time, casual decision. There was not much time spent in deliberation, apart from talking to friends about it over a casual conversation, as there were only 2 products being considered and the amount spent was not very significant.
Characterize the decision-making process.
Ã¢ÂÂ¢ What triggered the process?
Solution for the sudden problem of dandruff and hair fall and need for personal hygiene triggered the process and the need for this product.
Ã¢ÂÂ¢ Was there an information search? How was the search conducted? How much information was collected? What sources were used? When in...