himalaya case final

BUS-ADM 764 Consumer BehaviorCase 1 Questions

1. Value for consumers is a concept that can be used to analyze the satisfaction received by consumers through purchasing. It is significant in study consumer behavior because it provides possibility to analyze the likelihood of repeat purchase conduct by consumers. So that companies can better target consumers by creating expected value, deliberate marketing mix and implement marketing strategies. 2. Values: Happiness, Pleasure, A World of Beauty, Social Recognition, Self-respect3. Himalaya Face Wash: Good-looking, Personal development, Confidence, Social connectionClean & Clear: Trendy, Fashionable, Independent, Young, Confidence, IndividualismEveryuth Face Wash: Self-identity, Individualism

Himalaya differs from competitors by targeting on broad consumers from vague teenage girl to middle-aged women, instead of specific age group females. Besides, it didnt mention busy life but substitute with career or education, in this way it limited on womens status. Instead of straightforwardly introducing the products benefit, Himalaya is recommended by a friend who had enjoyable experience. There is no comparison between consumers who was anxious, concerned and nervous before using the products and became confident and social active after using it. In Himalaya ads, it merely shows the social acceptance after using it.4. Excel5. The ad of Himalaya need to work on targeting more specific consumer groups, in terms of age, local climate, skin type and occupations. Highlighting on the top significant values such as individualism, self-esteem, sentimentality, achievement seeking and ethnocentrism, fun and enjoyment in life. Addressing the remarkable effect of the products by quoting consumers review and comments. Enhancing the competitive advantages of using natural herb ingredients. Also, come up with a concrete story to introduce the effect of products, focusing on trigger emotional appealing. Promote samples to fresh trial consumers and offer variety sizes. Consolidate the above values and factors into the ads so as to better attract consumers. 6.