hair care

CONSUMER BEHAVIOUR Group Phase II – “The Incredibles ”:

CONSUMER BEHAVIOUR Group Phase II – “The Incredibles ” Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products SUBMITTED BY: Biswadeep Sahoo (082) Prajith V M (099) Prakhar Singh (100) Somil Joshi (113) Varun Pilla (119) SUBMITTED TO : PROF. NEENA SONDHI

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23 Yrs, Female, Single, Hindu, Indore, MBA student(Indore) Rs 4000 per month (parents), Annual Family Income - 8 lakhs PA Hindi, English, Vegetarian Culture – Hindu Subculture - Brahmin Social Class – Snathan Brahmin Buying Pattern – A&WN, irregular Point of Purchase – Nearby Kirana store, Big Bazar etc Media Exposure – Newspaper- Hindustan Times, Radio – Radio Mirchi , Big FM External Influences Personality - Intrinsic progressive Personality (Freud) – Ego Emotion - Arousal Self Concept - Ideal Private Self & Ideal Social Self Brand Loyalty - Resists too much experimentation but not brand loyal always Product Attitude - driven by cognitive component of attitude but also influenced by affective component Internal Influences Lifestyle Savvy Sophisticates Situations Problem Recognition Information Search Purchase Outlet Selection Post purchase Processes Decision Process Manisha Sharma Experiences & Acquisitions Experiences & Acquisitions Needs Desires

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Lifestyle Savvy Sophisticates 23 Yrs, Female, Single, Hindu, Indore, Virgin Mobile ( Ahmedabad ), Rs 40,000 per month, Hindi, English, vegetarian Annual Family Income - 50 lkh PA, Culture – Hindu Subculture – Marwari Jain Social Class - Shwetambar Jain Buying Pattern – A&WN, irregular Point of Purchase - Retail Chains like Big Bazaar, Spencer’s, Media Exposure – TV – Soap Operas , ET External Influences Internal influences Situations Problem Recognition Information Search Purchase Post purchase Processes Decision Process Apeksha Jain Experiences & Acquisitions Experiences & Acquisitions Needs Desires Personality - A mix of intrinsic progressive and traditional personalities. Personality (Freud) –Superego Emotion - Pleasure Seeker Self Concept - Actual Private Self & Ideal Social Self Brand Loyalty - Brand Loyal Product Attitude - dominated by the affective component

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Lifestyle Savvy Sophisticates 24 Yrs, Female, Single, Hindu , Indore, Infosys Technologies( Pune ), Rs. 40,000 per month, Hindi/English, Vegetarian, Annual Family Income – Rs. 15 Lakh , Culture – Hindu Subculture – Sindhi Social Class – Sindhi Buying Pattern – A&WN Point of Purchase – Branded Stores like Globus , Pantaloons Media Exposure – TV – Soap Operas , Newspaper – TOI External Influences Internal influences Situations Problem Recognition Information Search Purchase Post purchase Processes Decision Process Divya Motwani Experiences & Acquisitions Experiences & Acquisitions Needs Desires Personality - Traditional type of personality Personality (Freud) – Superego Emotion - Pleasure Seeker Self Concept - Actual Private Self & Actual Ideal Self Brand Loyalty - Experiments, Not Brand Loyal Product Attitude - dominated by the affective and behavioral components

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Lifestyle Savvy Sophisticates 24 Yrs, Female, Single, Hindu, Indore, Software Engineer @ HCL Technologies( Noida ), Rs. 30,000 per month, Hindi/English, Vegetarian,Annual Family Income – Rs. 10 lakh Culture – Hindu Subculture – Brahman Social Class – Brahman Buying Pattern – 2 times Monthly Point of Purchase –Showrooms in malls like CSM, TGIP Media Exposure – TV – Soap Operas , ET External Influences Internal influences Situations Problem Recognition Information Search Purchase Post purchase Processes Decision Process Divya Trivedi Experiences & Acquisitions Experiences & Acquisitions Needs Desires Personality - Both intrinsic progressive types and traditional personalities Personality (Freud) – Superego Emotion - Pleasure Seeker Self Concept - Mix of Ideal Private Self, Actual Social Self & Ideal Social Self Brand Loyalty - Brand Loyal Product Attitude - high on the behavioral component

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Lifestyle Savvy Sophisticates 24 Yrs, Female, Single, Hindu, Indore, Software Engg . @ TCS(Mumbai), Rs.30,000 /month, Marwari/Hindi/English, Vegetarian, Annual Family Income – Rs. 15 Lakh Culture – Hindu Subculture – Vaishnav Social Class – Vaishnav Buying Pattern –every month Point of Purchase - Branded Stores like Globus , Pantaloons Media Exposure – TV – Soap Operas , ET External Influences Internal influences Situations Problem Recognition Information Search Alternative Evaluation & Selection Purchase Post purchase Processes Decision Process Priyanka Porwal Experiences & Acquisitions Experiences & Acquisitions Needs Desires Personality - Intrinsic Progressive type Personality (Freud) – Superego Emotion - Pleasure Seeker Self Concept - Mix of Ideal Pvt Self, Actual Pvt Self, Ideal Social Self & Actual Social Self Brand Loyalty - Brand Loyal Product Attitude - Mainly influenced by affective component

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Lifestyle Savvy Sophisticates Female Single, Indore, Hindi/English, Vegetarian, Annual Avg. Family Income > Rs. 12 Lakh Point of Purchase - Branded Stores like Globus , Pantaloons Media Exposure – TV – Soap Operas , ET/TOI External Influences Internal influences Situations Problem Recognition Information Search Alternative Evaluation & Selection Purchase Post purchase Processes Decision Process Summary Experiences & Acquisitions Experiences & Acquisitions Needs Desires Personality - Intrinsic progressive & Traditional types Personality (Freud) – Ego/Superego Emotion –Pleasure Seeker Self Concept –Actual private Self & Ideal Social Self Product Attitude - cognitive component / affective component

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Manisha Apeksha Divya Motwani Divya Trivedi Priyanka Personality Relies more on her hunches than experiences. Takes decisions based on her gut feeling. Decisions and actions are influenced more by her heart than logical thinking. Intrinsic progressive Makes careful selection about her choices. Prefers her experience Over hunches. Open towards making friends. Expects everyone to be able to act methodically and be punctual in their tasks. A mix of intrinsic progressive and traditional personalities. Prefers experience over hunches. Makes careful selections of choices. Reserved. Likes company of sensible and matured people. Does not get carried away by emotions, and believes firmly on principles and virtues. Traditional type of personality Prefers outcomes based on chance. Does not want a routine decision making way of living. Prefers to rely on her experience than hunch. Reserved. She feels it is best to just let things happen on their own. Both intrinsic progressive types and traditional personalities. Prefers her experience over hunches. Practical person. Selective in selecting friends. Prefers a logical way of decision making. Likely to be the center of attention. Good common sense and practical ability. Intrinsic Progressive type Personality (Freud) Ego Superego Superego Superego Superego Emotion Arousal Pleasure Seeker Pleasure Seeker Pleasure Seeker Pleasure Seeker Self Concept Ideal Private Self & Ideal Social Self Actual Private Self & Ideal Social Self Actual Private Self & Actual Social Self Mix of Ideal Private Self, Actual Social Self & Ideal Social Self Mix of Ideal Pvt Self, Actual Pvt Self, Ideal Social Self & Actual Social Self Brand Loyalty Resists too much experimentation but not brand loyal always Brand Loyal Experiments, Not Brand Loyal Brand Loyal Brand Loyal Product Attitude driven by cognitive component of attitude but also influenced by affective component dominated by the affective component dominated by the affective and behavioral components high on the behavioral component Mainly influenced by affective component

External influences expected to play a strong role :

External influences expected to play a strong role

Marketing Implications:

Marketing Implications

Marketing Implications (cont):

Marketing Implications (cont)

Marketing Strategy – Target Consumer Need:

Marketing Strategy – Target Consumer Need Looking at the above need ladder we can infer that our primary target will be to cater to - “clean, healthy, smooth and strong hair” The secondary target can be offering beautiful hair, reduced damage, and hygiene control for a customer. The other needs which the brand should cater are the desire of the customers to be presentable and attractive and the desire to receive social appreciation and perform better

Marketing Strategy – Perception principles:

Marketing Strategy – Perception principles Perception is a resultant of the information processing. So while designing the marketing communication for the product, we need to keep this aspect of information processing which will happen in the customers mind. First factor - Exposure visual media -the ads could be placed between programs which have highest viewership amongst working women. We assume that the prime time programs (7 pm to 10 pm) would be the apt slot to place the ads. This is because all of the respondent are working, and find time for television only during the nights. print media - it is advisable to place the ads in weeklies, than in newspaper.

Marketing Strategy – Perception principles:

Marketing Strategy – Perception principles Second factor – attention keeping both the effectiveness and budget aspects in mind, we propose that the visual ads be informative and catchy. The USPs to be clearly stated in the advertisements, and there won’t be any brand ambassador used. the ads would employ female Indian models of the age 20 – 25, the audience can relate to. There won’t be a single model endorsing all the products/communication different models can be used, the only common factor being their age and looks. A repetitive jingle or background score could be employed in all the visual communication, so that the audience could relate the ad to the product immediately. Third factor- interpretation although shampoo is a product of common use, but still it can’t be out rightly termed low involvement product. Reason being target segment is highly conscious about the way their hair look, and hence are highly aware about the products they purchase “ Therefore while interacting with the emotional aspect of the consumer, the affective attitudinal component comes into picture“

Marketing Strategy – Learning:

Marketing Strategy – Learning Learning is the term used to describe the processes by which memory and behavior are changed as a result of conscious and non-conscious information processing. The theories of learning help us understand how consumers learn across a variety of situations. In our case the respondent are inclined to display classical conditioning, which would then be followed by operant conditioning.

Marketing Strategy – Attitude function :

Marketing Strategy – Attitude function Our marketing strategy shall be targeted at driving the affective component This is because of the fact that our respondents are emotional in nature and they form a particular opinion about the product they use For example “I like Garnier Long & Strong Shampoo” Now inferring from the survey done on the respondents we can say that this opinion has been formed over a period of time after evaluating the product over a number of parameters or they formed this opinion after experiencing the product in the past.

Marketing Strategy – Brand Personality :

Marketing Strategy – Brand Personality A particular type of image that some brands acquire is known as brand personality . ‘Brand Personality is a set of human characteristics that becomes associated with a brand.’ Self concepts of humans is what brand personality is to products/brands i.e. humans behaving like objects and brands behaving like humans. From here arises the concept of image congruency , and consumers like to be associated with products or brands that match with personality of their own. The brand personality is evaluated on the following parameters Sincerity Excitement Competence Sophistication Ruggedness

The “Cheveux”:

The “ Cheveux ” Brand Name - Cheveux Brand Ambassador - None Audio Video Campaign – Concept “ You can Shine ”

Promotional Strategy:

Promotional Strategy