durex condoms
TRANSCRIPT
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CONSUMER BEHAVIOUROF
DUREX CONDOMS
LIKHIL SUKUMARANM140041MSNITC SOMS
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INTRODUCTION
Creation
of London
Rubber
Company
(LRC)
LRC registers
DUREX
has a brand
First
condom
brand to
advertise
in many
countries
First condom
brand to
launch
Website
Durex
Is bought
By
Reckitt
Benckiser
1929 1970 1996 2010
1915
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FACTORS INFLUENCING CONSUMER BEHAVIOUR
CULTURAL
Conservative value of the society plays a huge role in use of condoms
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Sub Cultural
Gender
“Historically, sexually risky behaviors have more often
been found in boys than in girls”
men are not anymore the only one to take the decision of
using a condomDemocratization of sex by encouraging dialogue, sharing ideas
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SOCIAL
Family
“Small Family Happy Family”
Use of paradox between prevention and humor
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Reference Group
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Social Roles
The position of an individual within his family, his work, his country club, his group of friends, etc.. – All this can be defined in terms of role
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PERSONAL
Age
The likelihood of condom use decreases as youth become
older and stabilizes
Insight - Today, youngsters in India, not only enjoy sex, but also celebrate it.
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•Brand Personality
more confident presence that is both informative and emotionally mature to all its consumers.
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Economic SituationThe buying tendency of an individual is directly proportional to his income/earnings per month
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PSYCHOLOGICAL
Operant conditioning through negative reinforcement
Learning
Pregnancy prevention is a manifest motive because it is
freely known and admitted
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PerceptionPerception occurs in four stages – exposure, attention, interpretation, and memory
Humorous and minimal ads from Durex decrease the likelihood of ad avoidance
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Thank U