supershampooproductsandtheindianmassmarket casestudy 140204092942 phpapp01

7/27/2019 Supershampooproductsandtheindianmassmarket Casestudy 140204092942 Phpapp01

1/8

2014

Mustahid Ali

MBA-3

1/10/2014

Super Shampoo Products and the ndian Mass Market


2/8

Question 1. What are the category beliefs among non-users of shampoo?

Answer

These categories can be used to determine the non-user of shampoo. They are associated with theirlifestyles, their habits and alternatives. Beliefs also depend on their purchasing power and howsignificant they perceive affording a bottle or sachet of Shampoo is, the affordability, purchasingpower brand, communication, lifestyle and psychographics.

Following variables can be used to determine the non-user of shampoo

Affordability Lifestyles and psychographics Brand communication Purchasing power

Question 2. What are the cognitive beliefs on the three brands of shampoos?(what arethose advertising elements that ,match with the cognitive beliefs?)

Answer

The cognitive beliefs on the three brands of shampoos and their advertising elements thatmatch with the cognitive beliefs on the three brands of shampoo are:

Clinic plus- Cosmetic shampoo of Unilever with portfolio driven on family valueand health foundation. it prevents from dirt and split ends .

Head & Shoulders -its an anti - dandruff brand of Proctor and gamble which ischemically tested. Approved by Dermatologist.

Chik - its a cosmetics shampoo mainly contributes in south at a very cheaper rate .Itsa cosmetic shampoo brand of Cavin kare which promises soft, nourished, beautifulhair.


3/8

Question 3. What are the affective aspects reflected by advertisements of three brandsof shampoo? (What are those advertising elements that, match with the affectivebeliefs?)

Answer

The advertising elements that match with the effective aspects on the three brands ofshampoo are:

Clinic plus Head and shoulder Chick

Kind of Shampoo Cosmetic Shampoo,Brand Of HUL

Anti-Dandruff ShampooOf P&G.

Cosmetic Shampoo OfCavin Care

Central Character Young School GoingGirl: 8 To 14 Yrs Old

Young Male & FemaleBetween 18 To 25 Years

Female Between 18 To25

Influencer Mother, Who Is DecisionMake Are In A Family

Expert Or Celebrity Mother

Consumer Segment Low Income Consumer Premium Low Income

Question 4. Are there differences between the cognitive and affective beliefs reflected bythe respondents based on their exposure to the ads of three brands? Why are thesedifferences being observed?

Answer

Yes , there are differences between the cognitive and affective beliefs which are reflected bythe respondents and buying patterns of consumers.

Differences between the exposures & the concepts of shampoo

In cognitive people are having different perception based on their recognition whetherthey are positive or negative.

In affective aspect various ads tries to attract the person to purchase the product by the belief that it may be beneficial to them.


4/8

Question 5. How strong are the conative beliefs of respondents after they are motivatedby the cognitive and affective aspects of the three brands?

Answer

It clearly affects Demand for the Product.

Cognitive aspect tells us whether to purchase or not.

If both Cognitive and Affective aspect motivates the customer to buy the product andif the result is negative results, i.e. the customers are dissatisfied with the product thenthey are sure to switch to other products.

Cognitive and cognitive will affect the greater demand.

Question 6. What are the implications of some brands being rated high on conativeaspects after consumers are convinced about the respective cognitive and affectiveaspects of the brand(s)?

Answer

Cognitive aspect is one of three parts of the mind, along with the affective andcognitive aspects.

The cognitive part measures intelligence, the affective deals with emotionsand the conative drives how one acts on those thoughts

So conative is last and ultimate stage of mind in which a purchase decisiontakes place.

As given in this case study that some of the brands are very expensive that rural peoplecannot afford.

And secondly some of them have perception that highly used chemical does not suit the hair.


5/8

Question 7. How does each brand score on cognitive, affective and conative aspects(each brand can be marked as low, medium or high on each of these components)?

Answer

Brand Cognitive Affective Conative

Clinic Plus Medium Medium High

Head & Shoulders Medium High Medium

Chic Shampoo Low Low Medium

Question 8. How does each brand score on attitude towards the brand?

Answer

Brand score on attitude towards the brand of

. Question 9. H ow can the theory of reasoned action model be applied to each brand?Are there gaps that can be found with regards to each brand?

Answer

The Theory of Reasoned Action (TRA) is a model that finds its origins in the field of

social psychology. According to this model, a persons behavior is determined by its

Brand Score

Clinic Plus 4

Head & Shoulders 3

Chic Shampoo 6


6/8

behavioral intention to perform it. This intention is itself determined by the personsattitudes and his subjective norms towards the behavior.

This Theory is designed to make statistical generalizations predicting People Behaviour.People make conscious choices based on two factors:

How strongly they perceive the benefits that lead to Positive Outcome. The Social norms, Risks and Rewards associated with that choice.

This Theory Predicts the Attitude and Behaviour of a large group of People.

Brand Prediction

Clinic Plus Will definitely buy the Product

Head & Shoulders Might not Buy it

Chic Shampoo May or may not Buy it


7/8

Question 10.How is the elaboration likelihood model being used by the brands?

Answer

The Elaboration Likelihood Model (ELM) of persuasion is an organizing frameworkdeveloped to understand persuasion and attitude change. It proposes that there are two

primary routes to successful persuasion or attitude change. The first route of this dual process model is the central route, where attitude or behavior change is a result ofsystematic processing of the persuasive message. The second route or "peripheralroute" depends on peripheral cues or decision heuristics present rather than a cognitive

processing of the persuasive message. Motivation to purchase the products, felled andimpacted by the advertisement.

Clinic Plus and Chik used the central route of elaboration likelihood model where

they there was rational consideration of product with respect to what is shown in TVcommercials. On the other hand Head & Shoulder used Peripheral cue of Peripheralroute from elaboration likelihood model and used celebrity endorsement like KareenaKapoor etc.

Brand EL

Clinic Plus High

Head & Shoulders Low

Chic Shampoo Medium


8/8

Question 11.Based on the analysis and the application of concepts, how can a new brandbe launched?

Answer

Consumer behaviour depends upon several parameter which includes taste, preference,attractiveness depends upon the product launched which will help them to decide the

persuasiveness of a product at a very reasonable rate. It also depends on demographic areasthat are affected by affordability, per capita income & etc. the brand advertisement also affectthe brand latch and its sales to a large extent.

Marketing research, primary and secondary data and the domain knowledge of your marketis very necessary which is all endorsed by statistical data.

supershampooproductsandtheindianmassmarket casestudy 140204092942 phpapp01

Documents