consumer behavior - hair care products

Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products

Page | 1

Group 6 – The Incredibles

PGDM 2008-10

Consumer Behaviour

Group Project – The Incredibles

Understanding Consumer Behaviour of Young Girls from

Central India on Hair Care Products

Submitted To- Submitted By-

Prof. Neena Sondhi Biswadeep Sahoo (08PGDM082)

Prajith V M (08PGDM099)

Prakhar Singh (08PGDM100)

Somil Joshi (08PGDM113)

Varun S Pilla (08PGDM119)

PGDM 2008-10

Section B


Page | 2


PGDM 2008-10

Table of Contents

Respondent 1 .......................................................................................................................................... 4

Manisha Sharma .................................................................................................................................. 4

Personality .......................................................................................................................................... 4

Need ................................................................................................................................................... 5

Emotion ............................................................................................................................................... 5

Self concept ......................................................................................................................................... 5

Brand Loyalty....................................................................................................................................... 5

Attitude ............................................................................................................................................... 6

Decision making Process ...................................................................................................................... 6

Respondent 2 .......................................................................................................................................... 7

Apeksha Jain ........................................................................................................................................ 7

Need ................................................................................................................................................... 8

Emotion ............................................................................................................................................... 8

Self concept ......................................................................................................................................... 8

Brand Loyalty....................................................................................................................................... 8

Attitude ............................................................................................................................................... 9

Decision making Process ...................................................................................................................... 9

Respondent 3 ........................................................................................................................................ 10

Divya Motwani .................................................................................................................................. 10

Emotion ............................................................................................................................................. 11

Self concept ....................................................................................................................................... 11

Brand Loyalty..................................................................................................................................... 11

Attitude ............................................................................................................................................. 11

Decision making Process .................................................................................................................... 12

Respondent 4 ........................................................................................................................................ 13

Divya Trivedi ...................................................................................................................................... 13

Emotion ............................................................................................................................................. 14

Self concept ....................................................................................................................................... 14

Brand Loyalty..................................................................................................................................... 14


Page | 3


PGDM 2008-10

Attitude ............................................................................................................................................. 14


Respondent 5 ........................................................................................................................................ 16

Priyanka Porwal ................................................................................................................................. 16

Need ................................................................................................................................................. 17

Emotion ............................................................................................................................................. 17

Self Concept ...................................................................................................................................... 17

Brand Loyalty..................................................................................................................................... 17

Attitude ............................................................................................................................................. 17


Decision making Process........................................................................................................................ 19

Target Consumer Need – ....................................................................................................................... 23

Perception principles – .......................................................................................................................... 23

Learning ................................................................................................................................................ 25

Operant Conditioning ........................................................................................................................ 25

Attitude function ................................................................................................................................... 26

Brand Personality .................................................................................................................................. 26

External influences expected to play a strong role ................................................................................. 28

Promotional Strategy ............................................................................................................................ 30

Appendix 1 - Self concept questionnaire ................................................................................................ 33

Kindly Rate yourself on the following parameters .................................................................................. 34


Page | 4


PGDM 2008-10

Respondent 1

Manisha Sharma

Manisha makes her decisions through careful selection of choices. However unlike others, Manisha

tends to rely more on her hunches than experiences. She doesn’t mind taking decisions based on her gut

feeling. She likes to party at times, though if it requires staying up late. She values relationships, and

tends to keep longer contacts with her friends; even they are less in number. Manisha’s decisions and

actions are rules more by her heart than logical thinking. Maybe this is the reason she mingles easily

with strangers and speaks at length with people. She doesn’t mind initiating a conversation in a group,

and prodding deeper into other’s issues.

Personality

Manisha can be seen as an ego dominated person. The ego operates based on the reality principle,

which strives to satisfy the id's desires in realistic and socially appropriate ways. The reality principle

weighs the costs and benefits of an action before deciding to act upon or abandon impulses.

Manisha from her responses falls into the Intrinsic progressive kind.



PGDM 2008-10

Need

The method of value laddering

creation of benefit chain and thus help in determining an exhaustive list of need base for the

respondent. It is especially helpful when the respondent is not clear directly about the various needs of

a product or service but deriving higher

Emotion

Considering the responses of the respondents we can infer that the person is having an emotional

dimension of “Arousal”.

Self concept

Analyzing the responses from Ms. Manisha

social self. She gives few answers that

answers are regarding how she wants others to see her to be. She wants

voluminous her for herself; and wants others to feel he

Brand Loyalty

Manisha is not particularly loyal to any brand but at the same time she does not indulge into random

experimentation. She usually sticks to the same brand until someone

her into trying a new product.

She has been using Oriflame products like shampoo, conditioner etc for about 2 years now, and has not

experimented with any other product in the mean time

Clean Hair


value laddering has been used to determine the need of the respondent.



a product or service but deriving higher need from a basic need makes their job much simpler.


Ms. Manisha, we see that she is a mix of the ideal

. She gives few answers that show her to be a wannabe from within, and the other few

answers are regarding how she wants others to see her to be. She wants

r herself; and wants others to feel her hair smells nice and is glossy.


experimentation. She usually sticks to the same brand until someone in her circle of trust recommends


experimented with any other product in the mean time.

Personal Hygine

Feel Confident


Page | 5

has been used to determine the need of the respondent. Laddering is



need from a basic need makes their job much simpler.


ideal private self and ideal

her to be a wannabe from within, and the other few

answers are regarding how she wants others to see her to be. She wants well, dandruff free and

r hair smells nice and is glossy.


in her circle of trust recommends


Social Appreciation



PGDM 2008-10

Attitude

Manisha is driven by the cognitive component of attitude towards her hair care products, she draws her

beliefs from concrete evidence or

she relies on experience and proof prior to mak

Decision making Process



beliefs from concrete evidence or personal usage. Although the affective component plays a role but still

she relies on experience and proof prior to making any decision.



Page | 6


personal usage. Although the affective component plays a role but still


Page | 7


PGDM 2008-10

Respondent 2

Apeksha Jain

Personality – Apeksha like the others make careful selection about her choices; and does it with the aid

of her experience than hunches. She prefers working to meet deadlines in a meticulous manner than

doing things instinctively. She is not much of a party person, and it is evident from her opinion that she

would prefer to leave a party early than enjoy its thrills all night. However, unlike others who exhibited

the same characteristic, Apeksha is more open towards making friends. She likes to makes friend, even if

her contact with them is for a brief period. Though she makes a lot of friends she keeps them beyond

personal lines. Only a few get to enter her personal realms. She considers herself to be a person of

practical mind, who makes her choices giving sufficient time and thought. She feels everyone should be

able to act methodically and be punctual in their tasks. However Apeksha likes to dream once in a while

about her aspirations for future.

Throughout her replies we see that there is a frequent shift between two extreme personalities. We

conclude that Apeksha Jain is a mix of intrinsic progressive and traditional personalities. They are

traditional in their thoughts and core ideologies; but are open to experimentation and experiencing

novelty.

At the same time when we use Freud’s classification, It would be safe to say that Apeksha is a super ego

dominated person. The superego is the aspect of personality that holds all of our internalized moral

standards and ideals that we acquire from both parents and society--our sense of right and wrong.



PGDM 2008-10

Need

The value ladder as explained by Apeksha is

Emotion

Considering the responses of the respondents we can infer that

according to the PAD model.

Self concept

Upon analyzing Apeksha we can

private and ideal social are the dominant self concept in her. She again reiterated that she

and would like to maintain them (actual private), at the same time certain products are more to do with

the outward appearance of the person, and there the ideal social self becomes dominant.

Brand Loyalty

Apeksha seems to be loyal to her bra

that she is particular about the product, but at the same time she has not changed her conditioner

Clean Hair

Smooth and Glossy Hair


value ladder as explained by Apeksha is: -

Considering the responses of the respondents we can infer that she is high on the

we can say that although all four dimensions can be seen in her, the actual

private and ideal social are the dominant self concept in her. She again reiterated that she



Apeksha seems to be loyal to her brand to shampoo and conditioner, although se defers from the fact


Personal Hygine

Feel Confident

Reduce hair

Damage

Confident in working outdoors


Page | 8

she is high on the “Pleasure” dimension

say that although all four dimensions can be seen in her, the actual

private and ideal social are the dominant self concept in her. She again reiterated that she has good hair



nd to shampoo and conditioner, although se defers from the fact


Social Appreciation

Better performance



PGDM 2008-10

(L’Oreal) for the past 5 years. In a personal care product like conditioner this can be consi

long time.

Attitude

Apeksha is mainly dominated by the

promise of shinny, voluminous and strong hair over the years. Although the product is on the higher side

when it comes to cost, but on this



(L’Oreal) for the past 5 years. In a personal care product like conditioner this can be consi

Apeksha is mainly dominated by the affective component and she feels that L’Oreal has


on this she comments that one needs to pay for quality.



Page | 9

(L’Oreal) for the past 5 years. In a personal care product like conditioner this can be considered a fairly

component and she feels that L’Oreal has delivered the


that one needs to pay for quality.


Page | 10


PGDM 2008-10

Respondent 3

Divya Motwani

Divya, takes decision on the basis of her experience, and doesn’t go by hunches. She makes her choices

through careful selections and make sure everything is pre-arranged. She is a bit reserved in her nature,

and chooses her companions carefully. She is not willing to step into the spot light, and is very glad if

someone else could fill in for her. She makes decision from her heart and likes to be in the company of

sensible and matured people. She also finds it difficult to start a conversation with a stranger. She likes

to live a routine life, and is uncomfortable with change in regular life. Divya is not much of a party

person. However she considers herself as a firm person who does not get carried away by emotions, and

believes firmly on principles and virtues.

Divya Motwani is also a super ego dominated person. She is introvert in nature, and takes decisions only

after thoroughly judging them. She does not adhere to wild parties, and prefers to be in the company of

matured and sensible people.

Hence Divya fits into the traditional type of personality. Traditional people are generally conformists,

without any ambitions of their own. They are hard workers who earn money in orthodox ways, and

hence value them a lot. Traditionalists are little concerned about social fancy and physical appearance.



PGDM 2008-10

Need

The value ladder as explained by

Emotion

Considering the responses of the respondents we can infer that the person is a “Pleasure Seeker”. The

person purchases the product due to her

surprise element in the task she does. She becomes faithful to a product or a brand if the product or

brand suits her requirements. This means the product is evaluated post purchase and if found

expected standards then the respondent becomes loyal to the product or brand.

Self concept

Ms. Divya Motwani shows more of ideal self in her responses. Her responses are mostly about how she

wants to see herself as. She wants to have dandruff

some about of actual self by responding that she has good and healthy hair.

Brand Loyalty

Divya is not a very brand loyal consumer and tends to swi

with her we came to know that currently she has been using Dove shampoo and another herbal

conditioner, of which the shampoo switch from Head and Shoulders was a recent one.

Attitude

Divya seems to be dominated by the affective and behaviora

elements; she is easily induced into trials and is constantly on the look for a more popular and better

Healthy Hair

Look Attractive

and Beautiful


The value ladder as explained by Ms. Motwani is


person purchases the product due to her affection with the product and indicates a liking towards the


brand suits her requirements. This means the product is evaluated post purchase and if found


shows more of ideal self in her responses. Her responses are mostly about how she

wants to see herself as. She wants to have dandruff free, glossy and voluminous hair. Also she exhibits

some about of actual self by responding that she has good and healthy hair.

Divya is not a very brand loyal consumer and tends to switch products fairly quickly.



Divya seems to be dominated by the affective and behavioral components more than the cognitive

she is easily induced into trials and is constantly on the look for a more popular and better

Look Attractive

and Beautiful

Feel Confident

Better Work


Page | 11


affection with the product and indicates a liking towards the


brand suits her requirements. This means the product is evaluated post purchase and if found up to the


shows more of ideal self in her responses. Her responses are mostly about how she

free, glossy and voluminous hair. Also she exhibits

ch products fairly quickly. Upon interacting



l components more than the cognitive

she is easily induced into trials and is constantly on the look for a more popular and better

Better Work

Social and professional appreciation



PGDM 2008-10

product. The behavioral component is evident as she switched to Dove shampoo, of which the primary

reason was satisfaction derived from using other Dove personal care products like soap etc.



The behavioral component is evident as she switched to Dove shampoo, of which the primary

sfaction derived from using other Dove personal care products like soap etc.



Page | 12

The behavioral component is evident as she switched to Dove shampoo, of which the primary

sfaction derived from using other Dove personal care products like soap etc.


Page | 13


PGDM 2008-10

Respondent 4

Divya Trivedi

Divya Trivedi likes to let events unfold in its own ways, and prefers outcomes to be based on chance.

She does not want a routine decision making way of living. However, if she has to take serious decisions,

she makes it on the basis of her experience than hunch. She is reserved in her nature, and takes up work

as and when it comes. She feels it is best to just let things happen in its own way. She pre plans here

actions if necessary, like making a phone call. When in a group, she would prefer to stay away from the

limelight until and unless approached.

Divya Trivedi is a super ego personality. She is introverted and thinking. She uses her experience at every

possible opportunity. She wants to the best in her looks without giving scope for much error.

We feel Divya Trivedi exhibits traits of both intrinsic progressive types and traditional personalities.

Need

The value ladder as explained by Ms. Trivedi is



PGDM 2008-10

Emotion

Considering the responses of the respondents we can infer that the person is again a

“Pleasure”. She becomes faithful to a product or a brand if the product or brand suits her re

This means the product is evaluated post purchase and if found up to the expected standards then the

respondent becomes loyal to the product or brand. This preference is similar to what the other

respondent indicated above.

Self concept

Ms. Divya Trivedi exhibit typical ideal self traits in her answers. All her responses are regarding what she

wants to be, may it be the case of clean hair, fragrance or hair volume. She also displays some amount

of ideal social as well. In fact in all of h

or by others.

Brand Loyalty

Ms. Trivedi seems to be loyalist when considering hair care products. She has been using Garnier

products for a fairly long time now and doesn’t seem to be bot

ranges available. She has a strong sense of association towards the brand, although many of the

television advertisements did not influence her much, as she didn’t seem to remember any ad or brand

ambassador in particular.

Attitude

Ms. Trivedi is high on the behavioral component, as she seem to associate the brand she used, i.e.

Garnier with quality and product offering by the brand seemed natural choices for her. To her Garnier

Clean HairNo

hairfall


Considering the responses of the respondents we can infer that the person is again a

“Pleasure”. She becomes faithful to a product or a brand if the product or brand suits her re



exhibit typical ideal self traits in her answers. All her responses are regarding what she


in all of her answers, it is about how she want to be viewed; be it by herself

seems to be loyalist when considering hair care products. She has been using Garnier

products for a fairly long time now and doesn’t seem to be bothered by the plethora of other product





No hairfall

Feel confident

Presentable


Page | 14

Considering the responses of the respondents we can infer that the person is again a dominated by the

“Pleasure”. She becomes faithful to a product or a brand if the product or brand suits her requirements.



exhibit typical ideal self traits in her answers. All her responses are regarding what she


er answers, it is about how she want to be viewed; be it by herself

seems to be loyalist when considering hair care products. She has been using Garnier

hered by the plethora of other product





Presentable

People aruound

appreciate



PGDM 2008-10

was high on the price effectiveness and

i.e. purchase is a direct indicator of the dominance of the behavioral component.



was high on the price effectiveness and quality, and the immediate of association of the brand to actions




Page | 15

quality, and the immediate of association of the brand to actions



Page | 16


PGDM 2008-10

Respondent 5

Priyanka Porwal

Personality - Priyanka is a person who does not wait for things to happen, but row out to meet the boat.

She makes rational decisions based on her experience, than act on a hunch. Also, she is a person of

practical mind, and does not live in the world of whims and fancies. She considers herself energetic and

jive. Priyanka keeps a very specific set of friends, whom she values a lot. When approaching a ne new

person, she would be objective in behavior rather than getting personal. Anyhow she feels that

interacting with others is energizing. Also she gives importance to the norms and ways of society, as well

as likes making decision suiting to her heart. She does things with certain amount of independence, and

in a logical way. In short, she is likely to be the center of attention in social situations. Also, Priyanka has

a well-developed common sense and practical ability.

At the same we find Priyanka to be ego dominated person.

Hence from the above sketch we could fit Priyanka into the Intrinsic Progressive type. Intrinsic

progressive types are confident adaptors, who believe in professionalism. A person of intrinsic

progressive type buys on the basis of rational decisions, giving special importance to quality. She, being

an intrinsic progressive person would also want to look good and fit. These are points/factors to be kept

in mind while making a marketing plan for people like Priyanka.



PGDM 2008-10

Need

The value ladder as explained by

Emotion

Considering the responses of the respondents we can infer that the

This preference is similar to what the other respondent indicated above.

Self Concept

Now let us look at Ms. Priyanka

particular kind of self concept, but

the same time wants to keep it dandruff free too (ideal self). She also exhibits actually social by saying

people think she has good hair, and that they knows she maintains them. And

people to think she has hair volume, she is displaying ideal social.

Brand Loyalty

Priyanka is loyal to her brand of hair care products, she pointed out that she has been using Garnier

products for a long time and has been pretty

same time she emphasized on the fact that the communication

vague and she does not identify with any of the brand ambassadors of the product.

Attitude

Ms. Porwal has been influenced by affective component of the Garnier shampoo, she rated the product

very high on the parameters of cost effective

Healthy HairLong and


The value ladder as explained by Priyanka is

Considering the responses of the respondents we can infer that the person is also a “Pleasure Seeker”.

This preference is similar to what the other respondent indicated above.

Ms. Priyanka. From her response we see that she is not skewed towards any

particular kind of self concept, but has is mix of all. She believes she has good hair (actual self), but at


people think she has good hair, and that they knows she maintains them. And when she says she wants

people to think she has hair volume, she is displaying ideal social.


products for a long time and has been pretty satisfied with the performance of the same. But at the

same time she emphasized on the fact that the communication from the company has been pretty


s been influenced by affective component of the Garnier shampoo, she rated the product

very high on the parameters of cost effective and delivering promised value. She also seemed to be

Long and Strong

Hair

Look Attractive


Page | 17

person is also a “Pleasure Seeker”.

. From her response we see that she is not skewed towards any

has is mix of all. She believes she has good hair (actual self), but at


when she says she wants


satisfied with the performance of the same. But at the

company has been pretty


s been influenced by affective component of the Garnier shampoo, she rated the product

delivering promised value. She also seemed to be

Be more presentable



PGDM 2008-10

influenced by the cognitive and behavioral component to a certain degr

component was dominant.



cognitive and behavioral component to a certain degree but still the affective



Page | 18

ee but still the affective



PGDM 2008-10

Marketing Implications



Implications



Page | 19


Page | 20


PGDM 2008-10

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


Page | 21


PGDM 2008-10

Marketing Implications

• Since the respondents have the personality type of Intrinsic progressive & Traditional types our

promotions should not focus too much on the fancy and extravagant promotion rather focus

should be on product features which connect with the needs of the customer, which are trying

to keep the basic values system intact at the same time going out and achieving what one

desires.

• The customers are usually exposed to the television advertisements as well as newspapers like

ET/TOI hence the advertisements should be targeted considering the profiles of the customers.

This will lead to better perception building and gaining a greater share from the applied stimuli.

• Promotion should focus on a complete hair care solution since the customers not only look for

clean and healthy hair but also look for attractive and presentable hair.

• POP for the customers is the branded shop which can be Spencer's or more hence the packaging

should be made appealing and attractive since in these kinds of shops the FMCG products which

gets sold the most are those which are able to attract customers owing to their attractive

packaging or which have established brand name

• Since the customers are mostly “pleasure” dominated when it comes to emotions the marketing

campaign should try to project that by using the product you will get

healthy/shining/beautiful/attractive hair and you’ll be proud and respected socially

• The brand name and logo should bear a modern and trendy appeal, which would strike accord

with the target segment. This also is in accord with building a better perception of the brand.

• Since the customers have the self concept of the category “Actual private self “ the promotional

campaign should show a confident young independent women with attractive, voluminous and

shiny hair proclaiming it’s the best

• The customers also have the self concept of the category “Ideal Social self “, we can also think of

making a promotional campaign which shows the friends/colleagues envying/admiring the hair

quality of the central character


Page | 22


PGDM 2008-10

• The product packaging should be jazzy and unconventional, so that it appeals to the

sophisticated kind



PGDM 2008-10

Marketing Strategy

Target Consumer Need

Looking at the above need ladder we can infer that our primary target will be to cater to the “clean,

healthy, smooth and strong hair” need of the customer. The secondary target can be offering beautiful

hair, reduced damage, and hygiene control for a customer. The other need

cater are the desire of the customers to be presentable and attractive and the desire to receive social

appreciation and perform better since the customer believes that they perform better when they are

confident and confidence also comes from having healthy, attractive and presentable hair.

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 proces

happen in the customers mind.

The first part of information processing which contributes to formation of a perception is

Exposure occurs when a stimulus comes within the range of sensory nerves. Hence our marketing

communication should be placed within the person’s relevant environment. We propose that the

marketing communications be majorly placed in visual media and print media. In visual media, the ads

could be placed between programs which have highest viewership amongst worki

Clean Hair/Smooth &

Glossy Hair/Healthy hair/Long & Strong Hair


Strategy

Target Consumer Need –

need ladder we can infer that our primary target will be to cater to the “clean,


hair, reduced damage, and hygiene control for a customer. The other needs which the brand should



o comes from having healthy, attractive and presentable hair.

–


communication for the product, we need to keep this aspect of information proces

The first part of information processing which contributes to formation of a perception is


should be placed within the person’s relevant environment. We propose that the


could be placed between programs which have highest viewership amongst worki

Beautiful Hair/ Personal

Hygine/Reduce hair Damage

Feel Confident/ Presentable


Page | 23

need ladder we can infer that our primary target will be to cater to the “clean,


s which the brand should



o comes from having healthy, attractive and presentable hair.


communication for the product, we need to keep this aspect of information processing which will

The first part of information processing which contributes to formation of a perception is Exposure.


should be placed within the person’s relevant environment. We propose that the


could be placed between programs which have highest viewership amongst working women. Though

Social Appreciation/

Better Performance


Page | 24


PGDM 2008-10

the figures could be obtained scientifically, 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. In print media, it is advisable to place the ads in weeklies, than in

newspaper.

The second factor to be considered regarding perception is the attention. Attention occurs when the

stimulus activates one or more sensory receptors. There are many factors which determine stimuli, like

size, intensity, color, contrast, interest level, content, etc. Though it is easy to spot the best in each of

these factors, there is a budget constraint we need to keep in mind. Just because of the obvious reason

that a full page ad has higher chance of gaining attention than a quarter page, we cannot decide on it.

Therefore, keeping both the effectiveness and budget aspects in mind, we propose that the visual ads

be informative and catchy. The USPs of the product would be clearly stated in the advertisements, and

there won’t be any brand ambassador used. The absence of brand ambassador saves considerable

amount of money. However, in the ads we 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. But

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.

The final aspect of information processing for perception is interpretation. Interpretation is the

assignment of meaning to sensations. We would make our marketing communication to impart a

affective interpretation in the user’s mind, pursuing the emotion side of the customer. This is because of

the fact that although shampoo is a product of common use, but still it can’t be out rightly termed low

involvement product. This being because target segment is highly conscious about the way their hair

look, and hence are highly aware about their products. Therefore while interacting with the emotional

aspect of the consumer, the affective attitudinal component.


Page | 25


PGDM 2008-10

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.

Operant Conditioning

Operant conditioning is the use of consequences to modify the occurrence and form of behavior. Operant

conditioning is distinguished from classical conditioning in that operant conditioning deals with the

modification of "voluntary behavior" or operant behavior. Operant behavior "operates" on the

environment and is maintained by its consequences, while classical conditioning deals with the

conditioning of respondent behaviors which are elicited by antecedent conditions. Behaviors conditioned

via a classical conditioning procedure are not maintained by consequences.

We could possibly highlight a particular USP of the brand which the audience could relate to and hence

ignite a classical conditioning. For example, supposing we feature ‘voluminous hair’ in all of the

marketing communication, the user might display a favorable emotional response to the product as

he/she knows that voluminous hair is a good and desirable thing. In the later life cycle of the product,

one could use the marketing communication to impart re-buys, by giving reinforcement to the already

Stimulus

Desired Response

Reinforcement

Increases probability of response to

stimulus


Page | 26


PGDM 2008-10

created image of the product. This could be in the form of virtual merchandizing in store, and repeat

reminder commercials in the users’ receptive environment.

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. In this case the respondents were using the Garnier shampoo for quite some time and they found

the product is suitable for long hair and offers strength to their hair. Once the experience was pleasant

the customer gets emotionally attached to the brand since the brand was able to fulfill the promise it

made to the customers in the advertisement.

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.’

The brand personality is evaluated on the following parameters

• Sincerity

• Excitement

• Competence

• Sophistication

• Ruggedness

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.


Page | 27


PGDM 2008-10

Respondent Personality

Rugged ___ ___ _T__ _P_ _DAM__ ___ ___ Delicate

Excitable ___ ___ ___ _PA_ _DM__ _T__ ___ Calm

Sophisticated ___ _M_ _PA_ ___ _T__ _D_ ___ Unsophisticated

Luxurious ___ ___ _P_ _A__ _TM _D_ ___ Plain

Thrifty ___ ___ _M__ _TDA__ ___ _P_ ___ indulgent

Pleasant ___ _PDTAM_ ___ ___ ___ ___ ___ Unpleasant

Contemporary ___ _TM APD_ ___ ___ ___ ___ Non Contemporary

Fashionable___ ___ _P_ _AD_ _TM_ ___ ___ classical

Rational ___ __T_ _D__ _A__ _PM_ ___ ___ Emotional

Youthful ___ _T__ _DA__ ___ _PM_ ___ ___ Mature

Formal ___ _M__ _A__ ___ ___ _PDT_ ___ Informal

Orthodox ___ ___ _A__ _P_ _DT__ _M__ ___ Liberal

Complex ___ ___ _P_ ___ ___ _TDMA_ ___ Simple

Colorless ___ ___ ___ _M__ ___ _PDTA_ ___ Colorful

Modest ___ _MT_ _D__ _A__ _P_ ___ ___ Vain

The above personality map of the respondents leads us to the following brand personality

• Sincerity - high

• Excitement – mild high

• Competence - high

• Sophistication - high

• Ruggedness – low

Moreover the target segment is dominant in Actual private self and ideal social self, where in the ideal

social self is the real parameter to bank upon. Therefore the brand personality should encompass more

features which will enable the user to be that ideal social self.


Page | 28


PGDM 2008-10

Parameter 1 2 3 4 5

Sincerity - - - - -

Excitement - - - - -

Competence - - - - -

Sophistication - - - - -

Ruggedness - - - - -

External influences expected to play a strong role Some of the external influences which are expected to play a strong role are listed as –

- All the respondents are Female and are Single

- All the respondents belong to Indore although they are presently working in different locations like

Pune, Mumbai, Bangalore etc

- All of them are comfortable with languages like Hindi & English

- All of them are vegetarian and hence will not prefer any non-vegetarian contents in the product

they use

- Annual average family income for most of them is Rs. 12 Lakh which indicates that they belong to a

middle class family. Since most of them are working in some organization or the other, all are

unmarried and are independent, we infer that they have substantial disposable income and as a

result they look for quality products which satisfy their need. To have this product they are ready to

compromise on price.

- As we can see that for most of them POP (Point of Purchase) are the branded stores like like Globus,

Pantaloons, specers, more etc, the products they look for are not exactly price dependent rather

the respondents look for premium products and are willing to pay a price premium for the desired

products


Page | 29


PGDM 2008-10

- Media Exposure habits are also more or less common among all the respondents like all of them get

exposure to the new hair care products through television advertisements. All of the respondents

read some English daily like “The Economic Times” or “Times of India”.

Considering the above common external influences we can say that our product’s promotion strategy

should cater to more and more aspects of the above listed common influences. Promotion strategy

should take in to consideration the fact that most of them have a good chunk of disposable income;

they prefer to buy a quality product from branded stores; read English dailies etc which indicates they

belong to a specific set of customers who are ready to pay a premium for a quality product and once

they are satisfied by a particular product they will stick to that particular product for long.



PGDM 2008-10

Pr

We shall follow a three phase promotional strategy to achieve our marketing objectives which are

discussed below.

•Classical Conditioning

•Advertisements through Television, Newspapers etc

•Dedicated display space for the hair care product at branded outlets like specers

•Sponsoring/cocontests

Phase I

(till 3-4 Months from launch date

& at regular intervals of 6

months thereafter)

•Operant Conditioning• Trial Packs branded stores (

time/monthly etc)

•Contracts with branded stores to hire females with attractive hair and communicating the customers that salespersons are using out product through use of Danglers, posters etc

•Contracts with chain of beauty parlors for use of this hair care product free with high profile customers to induce trial

•Sale at discounted price to the beauty parlors to induce trial among the elite customers

Phase II

(after 3 Months of launch date

till 1 yr and thereafter

during low sale time)

•Vicarious Learning or Modeling

•Online forums to discuss the reactions of happy customers regarding the product

•Viral Marketing

•Sponsoring “Kitty Parties” providing free samples to induce trial

Phase III

(after 6 months of launch date

till 1 year and on a need basis thereafter)


Promotional Strategy


Classical Conditioning

Advertisements through Television, Newspapers etc

Dedicated display space for the hair care product at branded outlets like specers’, more etc

Sponsoring/co-sponsoring events like fashion shows, film awards, beauty contests

Operant ConditioningTrial Packs branded stores (eg. One pack free with shopping worth 2000 at the store time/monthly etc)

Contracts with branded stores to hire females with attractive hair and communicating the customers that salespersons are using out product through use of Danglers, posters etc

Contracts with chain of beauty parlors for use of this hair care product free with high profile customers to induce trial - Single time

Sale at discounted price to the beauty parlors to induce trial among the elite customers

Vicarious Learning or Modeling

Online forums to discuss the reactions of happy customers regarding the product

Viral Marketing – hiring bloggers to create a buzz in the market

Sponsoring “Kitty Parties” – Promoting discounted packs of product or providing free samples to induce trial


Page | 30


Dedicated display space for the hair care product at branded outlets like

sponsoring events like fashion shows, film awards, beauty

. One pack free with shopping worth 2000 at the store – single

Contracts with branded stores to hire females with attractive hair and communicating the customers that salespersons are using out product through use of Danglers, posters etc

Contracts with chain of beauty parlors for use of this hair care product free with high profile

Sale at discounted price to the beauty parlors to induce trial among the elite customers

Online forums to discuss the reactions of happy customers regarding the

hiring bloggers to create a buzz in the market

Promoting discounted packs of product or


Page | 31


PGDM 2008-10

Phase I - As can be inferred from the above figure in phase I we shall follow a classical method of

conditioning and the customers will be made aware about the brand its products along with their

features and advantages. This will be done using mediums like television & newspapers. Mediums like

private radio channels can also be used. Eg – on some radio channels some daily shows are aired which

are specific to female section hence sponsoring such episodes will help. We will also look for options like

sponsoring events like beauty contests, fashion shows to create a buzz in the market and position our

product as a premium product. This will clearly reflect that our product is high on quality and not as it

goes without saying for quality you need to pay a price.

Phase II – In phase II we plan to follow operant conditioning which means we’ll promote trial among the

customers by any means. We can put up some offers like mentioned in the above figure and get into

some contracts with the beauty parlors to induce the initial trial with the prospective customers. This

initial trial can be converted to repeat purchase by providing customer the products at a discounted

price and communicating that we value quality customers.

Phase III - In this phase we believe the customers would have already had a trial of the product and

they have made up the mind and the customers who liked the product will buy it at a premium. We will

reinforce our positioning of our products by providing promotional offers at the grass root level like

sponsoring “Kitty Parties” to induce trials among the very important elite class of customers in selected

regions. Other cheaper means of communication like viral marketing will need to be made active to

leverage the marketing efforts of the past.


Page | 32


PGDM 2008-10

Campaign

Brand Name - Cheveux

Tagline – You can shine

Brand Ambassador - None

Ad Campaign

Audio Video Campaign –

1. This would be generic ad showcasing a girl from the target segment i.e.21-25. She would

not be a supermodel or any popular actress; rather she would just look like another

common person with whom the public can relate with. This ad would just show her doing

her daily chores like going to office, working at home; shopping etc .Her long, strong,

healthy hair and shiny hair would get her appreciation all around. All this would be

accompanied with a base jingle “you can shine”. The ‘you can shine’ campaign is just aimed

at creating awareness about the brand ‘cheveux’. It will try to appeal to the target segment

as being one of their own, and would focus on the Ideal Social Self. Not many technical

details would be provided, apart from the fact that one can use it daily to get clean,

undamaged and sophisticated hair care. This ad will display the entire line of Cheveux

products.

2. The next ad campaign would follow the ‘you can shine campaign’. The main focus would be

on clean and healthy hair. A model would be selected with the same demographics of ‘you

can shine’, but this time it will focus on an outdoor sequence which will show the strength,

shine and volume of the hair, and will give out details about cheveux shampoo and

conditioner. This targets to the social ideal self again, with the affective component in place.

It will try to build the personality of the product as a mix sophisticated and exciting brand.

The campaign aims at the classical conditioning as the same you can shine jingle would be

used.


Page | 33


PGDM 2008-10

Appendix 1 - Self concept questionnaire

You like clean hair because

1. You have good hair

2. You want to have good hair

3. People think you have good hair

4. People should think you have good hair

The fragrance is important because

1. Your hair smells nice

2. You want your hair to smell nice

3. People know your hair smells nice

4. You want others to let others know that your hair smell nice

Dandruff free hair are important because

1. You have Dandruff free hair

2. You want to have Dandruff free hair

3. People think you have Dandruff free hair

4. People should think you have Dandruff free hair

Product that provides glossy hair are important because

1. You have glossy hair

2. You want to have glossy hair

3. People think you have glossy hair

4. People should think you have glossy hair

Products that provide volume to your hair are important because

1. You hair have volume

2. You want your hair to have volume

3. People think your hair to have volume

4. People should think your hair to have volume

Overall good healthy hair are important because

1. You have healthy hair and would like to maintain them

2. You want to have good hair

3. People know that you have good hair and you would like to maintain them

4. You want to people to think that you have good hair

You color your hair because


Page | 34


PGDM 2008-10

1. It’s part of your personality

2. People like it this way

Kindly Rate yourself on the following parameters

Rugged ___ ___ ___ ___ ___ ___ ___ Delicate

Excitable ___ ___ ___ ___ ___ ___ ___ Calm

Sofesticated ___ ___ ___ ___ ___ ___ ___ Unsophisticated

Luxurious ___ ___ ___ ___ ___ ___ ___ Plain

Thrifty ___ ___ ___ ___ ___ ___ ___ indulgent

Pleasant ___ ___ ___ ___ ___ ___ ___ Unpleasant

Contemporary ___ ___ ___ ___ ___ ___ ___ Non Contemporary

Fasionable___ ___ ___ ___ ___ ___ ___ classical

Rational ___ ___ ___ ___ ___ ___ ___ Emotional

Youthful ___ ___ ___ ___ ___ ___ ___ Mature

Formal ___ ___ ___ ___ ___ ___ ___ Informal

Orthodox ___ ___ ___ ___ ___ ___ ___ Liberal

Complex ___ ___ ___ ___ ___ ___ ___ Simple

Colorless ___ ___ ___ ___ ___ ___ ___ Colorful

Modest ___ ___ ___ ___ ___ ___ ___ Vain


Page | 35


PGDM 2008-10

Appendix 2 personality questionnaire

1) Should one usually let events occur:

by careful selection and choice, or

randomly and by chance?

Are you more often:

a warm-hearted person, or

a cool-headed person?

Are you more likely to trust your:

hunch, or

experience?

Do you prefer to work:

just 'whatever', or

to deadlines?

Is it preferable mostly to:

just let things happen, or

make sure things are arranged?

At parties, do you:

stay late, with increasing energy, or

leave early, with decreased energy?

Do you prefer:


Page | 36


PGDM 2008-10

many friends with br ief contact, or

a few friends with more lengthy contact?


Page | 37


PGDM 2008-10

Are you inclined to be:

easy to approach, or

somewhat reserved?

Are you more frequently:

a practical sort of person, or

a fanciful sort of person?

Do you tend to choose:

rather carefully, or

somewhat impulsively?

When the phone rings do you:

hasten to get to it f irst, or

hope someone else will answer?

Which rules you more:

your heart, or

your head?

Are you more attracted to:

sensible people, or

imaginative people?

Facts:

illustrate principles, or


Page | 38


PGDM 2008-10

speak for themselves?


Page | 39


PGDM 2008-10

In approaching others is your inclination to be:

personal, or

objective?

Do you:

f ind little to say to strangers, or

speak easily and length with strangers?

Does new and non routine interaction with others:

stimulate and energize you, or

tax your reserves?

Which is more admirable:

the ability to organize and be methodical, or

the ability to adapt and make do?

Which is more of a compliment:

'That is a very logical person', or

'That is a very sentimental person'?

n doing ordinary things are your more likely to:

do it the usual way, or

do it your own way?

Are you more:

leisurely, or


Page | 40


PGDM 2008-10

punctual?


Page | 41


PGDM 2008-10

In making decisions do you feel more comfortable with:

feelings, or

standards?

Children often do not:

exercise their fantasy enough, or

make themselves useful enough?

Which do you wish more for yourself:

strength of compassion, or

clarity of reason?

Is it harder for you to:

identify with others, or

uti lize others?

Are you more impressed by:

principles, or

emotions?

Does it bother you more having things:

completed, or

incomplete?

Are you more comfortable:

after a decision, or


Page | 42


PGDM 2008-10

before a decision?


Page | 43


PGDM 2008-10

At a party, do you:

interact with many, including strangers, or

interact with a few, known to you?

Would you say you are more:

easy-going, or

serious and determined?

Are you more likely to:

see how others see, or

see how others are useful?

Do you see yourself as basically:

the structured and scheduled, or

the unstructured and unscheduled?

Are you more:

f irm than gentle, or

gentle than f irm?

Do you prize more in yourself:

a strong sense of reality, or

a vivid imagination?

Which seems the greater error:

to be too objective, or


Page | 44


PGDM 2008-10

to be too passionate?


Page | 45


PGDM 2008-10

Do you go more by:

facts, or

principles?

In phoning do you:

rehearse what you'll say, or

rarely question that it wil l all be said?

Do you feel better about:

having the option to buy, or

having purchased?

Do you prefer the:

planned event, or

unplanned event?

In your social groups do you:

keep abreast of other's happenings, or

get behind on the news?

In company do you:

initiate conversation, or

wait to be approached?


Page | 46


PGDM 2008-10

consumer behavior - hair care products

Documents