CONSUMER BEHAVIOUROF

DUREX CONDOMS

LIKHIL SUKUMARANM140041MSNITC SOMS

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

FACTORS INFLUENCING CONSUMER BEHAVIOUR

CULTURAL

Conservative value of the society plays a huge role in use of condoms

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

SOCIAL

Family

“Small Family Happy Family”

Use of paradox between prevention and humor

Reference Group

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

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.

•Brand Personality

more confident presence that is both informative and emotionally mature to all its consumers.

Economic SituationThe buying tendency of an individual is directly proportional to his income/earnings per month

PSYCHOLOGICAL

Operant conditioning through negative reinforcement

Learning

Pregnancy prevention is a manifest motive because it is

freely known and admitted

PerceptionPerception occurs in four stages – exposure, attention, interpretation, and memory

Humorous and minimal ads from Durex decrease the likelihood of ad avoidance

Thank U