CONSUMER BEHAVIOUR REPORT BBA 6 SUBMITTED TO : MISS.JACQULINE ISMAIT GROUP MEMBERS: AYESHA ARIF AYESHA MASOOD AREEB ANWER BILAL SHEIKH CONSUMER BEHAVIOUR: Consumer behaviour refers to the behaviour of consumers which involves the mental processes which they go through in recognizing their needs and wants and then finding ways to solve these needs by making purchase decisions. There are several sources that influence consumer behaviour. They are: 1) Cultural influences 2) Social influences 3) Physical influences Also, consumer behaviour is influenced by learning for example: you try a beef burger and you realize that it actually satisfies your hunger and gives good taste, so the next time you feel hungry you will actually …show more content…
Those include: 1. Surf Excel is a product of Unilever’s Ltd and also one of the key player with approx. 38% share in the market. 2. Brite was launched in 1980 by Colgate Palmolive. At that time Brite was considered to be the direct competitor of Surf Excel, as there were no other players in ‘powder detergent’ market but it was unable to capture the strong position of Surf. 3. Express powder was launched in 1986 to target middle segment by Colgate Palmolive. The concept behind its launch was to provide a quality product at an affordable price. This strategy brought a drastic change in the market and made Express a threat to Surf excel. 4. Bonus was launched by Colgate Palmolive to attract lower segment of market because of low price factor and is in direct competition with laundry bars. It gives fulgent performance as compared to other laundry bars that’s why it captured a huge market with 20% share. 5. Ariel was launched by P&G in 1997 in Pakistan with an advanced formula that made them capture a high market share and is also considered to be the major competitor of Surf Excel. Ariel’s new campaign “stain removal in 1 wash” has attracted …show more content…
The laundry detergent industry contributes a lot having share of 40% as discussed earlier too. There are many kinds of detergents available in Pakistan. They are branded and unbranded, they exist of good quality and low quality, they have different prices ranging from high to low and likewise, there are different target markets for them. These detergents also have an impact of market environment in both ways,positive or negative.If we talk about inflation in Pakistan,it is growing rapidly and a huge social problem. Having such a crises in the marketplace, consumers try to seek products which have acceptable quality with low costs. With the rise in inflation (which is a current situation in the markets of Pakistan) and availability of various type of detergents, it is very possible that the consumer who consume the Sunlight Detergent can shift to other detergents such as Bonus as it is priced lower than Sunlight. Although there will be a compromise on the quality but the consumers would have to meet their basic need and high costs of products make people cost conscious. Alot of consumers are also engaged in low paid jobs which makes their product purchase choices intense and complex. They would seek that product which is affordable to them. But if they are employed in high paying jobs, then they are on ease. Companies may have to come up with strategies to lower up prices in such a phase to maintain customer base.
Consumer behavior is the ways that consumers exhibit in searching for, purchasing, using, evaluating, and disposing of, products and services. The study of consumer behavior as a separate marketing discipline all started when marketers realized that consumers did not always react as marketing theory suggested they would (Ekström, 2003). Many consumers rebel at using the identical products that everyone else used, instead they prefer differentiated products that they feel reflect their own special needs, personality and lifestyles.
...rnationally. Their communication technique just seemed to get so many views, and everyone started to try out the Old Spice product.
...he oldest companies producing skin care and pharmaceutical products, it has a high level of customer care in order to create high value from their products and high customer satisfaction.
For instance, Primark 's products offer customers clothing as a base product, of witch actual benefits are being to be cheap and trendy, and they may have some return policy as augmented benefit in case of defects. Each product may be realised following a new product development process to improve its success rate (Harris and Schaefer, 2015, p.43-47).
The product I chose to research was Listerine mouthwash. Listerine was first invented as a surgical antiseptic in 1879 and later repositioned as an oral care product to dentists in 1895. Listerine was the first over the counter mouthwash sold in the United States in the year 1915. Since then the brand continued to expand its product line consisting of different types of mouthwashes targeting specific areas of oral concern. Listerine’s product mix is not limited to mouthwash, but also includes gel toothpaste, breath freshening strips and mouth freshening sprays.
Proctor & Gamble understands the high competition that already exists in the toilet paper industry, but feel that new Bounty Toilet Paper will change how this industry is geared. In recent times, toilet paper producers have stressed comfort and style in the production of their products, but as the times have changed, the American public is now more interested in getting the job done in the shortest amount of time with the smallest amount of the product. P&G have produced Bounty Toilet Paper because of this change in the lifestyle of Americans. With this focus on effectiveness and durability, Bounty will go into the new Millennium leading the toilet paper world.
There was a marketing fad in early 1990s equating clarity with purity. Just to name a few, Miller Brewing Co. came up with Miller Clear(March 1993), Coors Brewing Co. came up with Zima Clearmalt (1992), Procter & Gamble came up with Ivory clear liquid hand cleanser and Colgate-Palmolive came up with Clear Sparkling fresh dishwashing liquid. Last but not least, PepsiCo came up with Crystal Pepsi in April 1992.
P&G became the innovator in many large brands, this started with Ivory Soap. P&G boasted that this was the purest soap as well as the soap floated which was a concern of many people in this time. P&G put in a great deal of effort to market the soap in local papers, radio and other forms of media, this was a first effort by any brand to market with “Mass Media”. (P&G, 2014) P&G innovated the way the other brands began to market as well. P&G saw the opportunity to build a relationship between the consumers and product. As the 1900’s rolled around P&G grew into international markets it purchased another soap brand called Fairy Soap, out of England, which also marketed the soap, could float.
Consumer Decision Making Process A key factor in successfully marketing new/existing products or implementing a product Extension is a thorough understanding of the motivation, learning, memory, and decision Processes that influence consumers purchasing behavior. Consumer purchasing behavior theories have found their way into managerial decision making to help companies more effectively develop and launch new products, segment the market, determine market entrance and in brand management. Therefore, a better understanding of how consumers decide what to purchase is critical to the success of a product. There are numerous theories and models describing the consumer purchasing decision process.
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company, with leadership in Home & Personal Care Products and Foods & Beverages. HUL's brands, spread across 20 distinct consumer categories, touch the lives of two out of three Indians. They endow the company with a scale of combined volumes of about 4 million tonnes and sales of Rs.10,000 crores. The mission that inspires HUL's over 15,000 employees is to "add vitality to life". With 35 Power Brands, HUL meets everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life. It is a mission HUL shares with its parent company, Unilever, which holds 51.55% of the equity. A Fortune 500 transnational, Unilever sells Foods and Home and Personal Care brands in about 100 countries worldwide.
A. Consumer behavior comprises all the consumer decisions and activities connected with choosing, buying, using, and disposing of goods and services.
In today’s competitive world where organizations looking for high profitability and market share, consumers have very important role. Companies are looking for capture consumers in order to get larger market share. For this reason organization developed a number of techniques and tools. One of such tools is consumer behavior which has been come from economic theory. Consumer behavior is mainly studying the factors and situations that can affect purchase decisions of consumers. Consumer behavior is being very important discipline of management sciences which help out to understand of customers’ decision making.
Shiffman, L.G. & Kanuk, L.L. 2010. Consumer behaviour. 10th ed. Upper Saddle River. NJ: Pearson Prentice Hall.
The research on consumer behavior assists the organization recognize and forecast the purchase behavior of the consumers while they are purchasing a product. Thus, the study of consumer behavior helps the marketers not only to understand what consumer's purchase, but helps to understand why they purchase it (Kumar, 2004). There are a lot of elements which can influence the purchase decision of consumers such as social influences, cultural influences, psychological factors and personal factors (Super Professeur, 2011). Understanding these factors helps the company to market the product on right time to the right consumers in order to generate more profits. On the other hand, if the marketers fail to understand these components that might influence consumers, they will fail to convince the consumers to purchase that product or will fail to meet the demands of consumers. However, consumer behavior is one of the stimulating and challenging areas in marketing studies being a human activity focused on the products and services. Thus understanding the behavior of the consumers is a great challenge. Moreover, it is not easy to get a full picture of consumer behavior as customers make plenty of different buying decision every day and they usually do not know exactly what influences their purchase. In short, basing on all