Consumer Behavior - Hair Care Products
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 | 1 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 | 2 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Attitude ............................................................................................................................................. 14 Decision making Process .................................................................................................................... 15 Respondent 5 ........................................................................................................................................ 16 Priyanka Porwal ................................................................................................................................. 16 Need ................................................................................................................................................. 17 Emotion............................................................................................................................................. 17 Self Concept ...................................................................................................................................... 17 Brand Loyalty..................................................................................................................................... 17 Attitude ............................................................................................................................................. 17 Decision making Process .................................................................................................................... 18 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 | 3 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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.
Page | 4 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Need The method of value laddering has been used to determine the need of the respondent. Laddering is 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 need from a basic need makes their job much simpler.
Clean Hair
Personal Hygine
Feel Confident
Social Appreciation
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, Manisha we see that she is a mix of the ideal private self and ideal social self.. 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 well, dandruff free and voluminous her forr herself; and wants others to feel her her hair smells nice and is glossy.
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 in her circle of trust recommends 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. time Page | 5 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Attitude Manisha is driven by the cognitive component of attitude towards her hair care products, she draws her beliefs from concrete evidence or personal usage. Although the affective component plays a role but still she relies on experience and proof prior to mak making any decision.
Decision making Process
Page | 6 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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.
Page | 7 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Need The value ladder as explained by Apeksha is: is -
Clean Hair
Personal Hygine
Feel Confident
Social Appreciation
Smooth and Glossy Hair
Reduce hair Damage
Confident in working outdoors
Better performance
Emotion Considering the responses of the respondents we can infer that she is high on the “Pleasure” dimension according to the PAD model.
Self concept Upon analyzing Apeksha 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 has good hair 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 brand nd to shampoo and conditioner, although se defers from the fact that she is particular about the product, but at the same time she has not changed her conditioner Page | 8 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
(L’Oreal) for the past 5 years. In a personal care product like conditioner this can be consi considered a fairly long time.
Attitude Apeksha is mainly dominated by the affective component and she feels that L’Oreal has delivered 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 she comments that one needs to pay for quality.
Decision making Process
Page | 9 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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.
Page | 10 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Need The value ladder as explained by Ms. Motwani is
Healthy Hair
Look Attractive and Beautiful
Feel Confident
Better Work
Social and professional appreciation
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 affection with the product and indicates a liking towards the 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 up to the 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 free, glossy and voluminous hair. Also she exhibits 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 switch swi ch products fairly quickly. Upon interacting 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 behavioral behavioral components more than the cognitive elements; she is easily induced into trials and is constantly on the look for a more popular and better
Page | 11 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
product. The behavioral component is evident as she switched to Dove shampoo, of which the primary reason was satisfaction sfaction derived from using other Dove personal care products like soap etc.
Decision making Process
Page | 12 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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
Page | 13 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Clean Hair
No hairfall
Feel confident
Presentable
People aruound appreciate
Emotion 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. 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 her her answers, it is about how she want to be viewed; be it by herself 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 bothered bothered by the plethora of other product 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 Page | 14 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
was high on the price effectiveness and quality, and the immediate of association of the brand to actions i.e. purchase is a direct indicator of the dominance of the behavioral component.
Decision making Process
Page | 15 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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.
Page | 16 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Need The value ladder as explained by Priyanka is
Healthy Hair
Long and Strong Hair
Look Attractive
Be more presentable
Emotion 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.
Self Concept Now let us look at Ms. Priyanka. 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 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 when she says she wants 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 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 vague and she does not identify with any of the brand ambassadors of the product.
Attitude Ms. Porwal hass 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
Page | 17 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
influenced by the cognitive and behavioral component to a certain degree degree but still the affective component was dominant.
Decision making Process
Page | 18 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Marketing Implications
Decision making Process
Page | 19 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 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
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 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
Brand Loyalty
Resists too much experimentation but not brand loyal always driven by cognitive component of attitude but also influenced by affective component
Brand Loyal
Experiments, Not Brand Loyal
Brand Loyal
Mix of Ideal Pvt Self, Actual Pvt Self, Ideal Social Self & Actual Social Self Brand Loyal
dominated by the affective component
dominated by the affective and behavioral components
high on the behavioral component
Product Attitude
Mainly influenced by affective component
Page | 20 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 | 21
Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
•
The product packaging should be jazzy and unconventional, so that it appeals to the sophisticated kind
Page | 22 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Marketing Strategy Target Consumer Need –
Clean Hair/Smooth & Glossy Hair/Healthy hair/Long & Strong Hair
Beautiful Hair/ Personal Hygine/Reduce hair Damage
Feel Confident/ Presentable
Social Appreciation/ Better Performance
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 needs needs which the brand should 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 o 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 processing which will happen in the customers mind. The first part of information processing which contributes to formation of a perception is Exposure. 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 working women. Though Page | 23 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 | 24 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Learning Stimulus
Increases probability of response to stimulus
Desired Response
Reinforcement
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
Page | 25 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 | 26 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Respondent Personality Rugged
___
Excitable
___
___
Sophisticated ___ Luxurious Thrifty
___ ___
Pleasant
Fashionable___
_P_
_DAM__
___
___
_PA_
_DM__
_M_
_PA_
___
_P_
___
___
Contemporary
_T__
_M__
_PDTAM_ ___
___
_TM
___
___
_T__
_DA__
___
Orthodox Complex Colorless Modest
___ ___ ___ ___
___
_P_
___
indulgent
___
___
Unpleasant
_AD_
_TM_
_A__
_PM_
___
_PM_
_A__
___
___
___
_A__
_P_
_DT__
___ _MT_
_P_ ___ _D__
Unsophisticated
_TDA__
_M__
___
___
Plain
___
Youthful
Calm
___
___
_D__
___
_D_
APD_
__T_
_T__
_TM
___
___
Delicate
_A__
___
_P_
___
_D_
___
Rational
Formal
_T__
___
___ _M__ _A__
___
___
___ Non Contemporary
___
___
___ ___ _PDT_ _M__ _TDMA_
___ _P_
_PDTA_ ___
classical
___
Emotional
___ ___
Mature Informal
___
Liberal
___
Simple
___ ___
Colorful 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 | 27 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 | 28
Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
-
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.
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Pr Promotional Strategy We shall follow a three phase promotional strategy to achieve our marketing objectives which are discussed below.
Phase I
•Classical Classical Conditioning
(till 3-4 Months from launch date & at regular intervals of 6 months thereafter)
Phase II
•Advertisements Advertisements through Television, Newspapers etc •Dedicated Dedicated display space for the hair care product at branded outlets like specers more etc specers’, •Sponsoring/co Sponsoring/co-sponsoring sponsoring events like fashion shows, film awards, beauty contests
•Operant Operant Conditioning • Trial Packs branded stores (eg. ( . One pack free with shopping worth 2000 at the store – single time/monthly etc) •Contracts 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 Contracts with chain of beauty parlors for use of this hair care product free with high profile customers to induce trial - Single time •Sale Sale at discounted price to the beauty parlors to induce trial among the elite customers
(after 3 Months of launch date till 1 yr and thereafter during low sale time)
Phase III
•Vicarious Vicarious Learning or Modeling
(after 6 months of launch date till 1 year and on a need basis thereafter)
•Online Online forums to discuss the reactions of happy customers regarding the product •Viral Viral Marketing – hiring bloggers to create a buzz in the market •Sponsoring Sponsoring “Kitty Parties” – Promoting discounted packs of product or providing free samples to induce trial
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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.
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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.
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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 | 33 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
1. It’s part of your personality 2. People like it this way
Kindly Rate yourself on the following parameters Rugged
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Excitable
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Sofesticated
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Luxurious
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Thrifty Pleasant
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Contemporary Fasionable___
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Delicate Calm Unsophisticated Plain indulgent Unpleasant
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classical
Rational
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Emotional
Youthful
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Mature
Formal Orthodox Complex Colorless Modest
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Informal Liberal Simple Colorful Vain
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 | 35 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
many friends with brief contact, or a few friends with more lengthy contact?
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 first, 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
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
speak for themselves?
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
In approaching others is your inclination to be: personal, or objective?
Do you: find 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
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
punctual?
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 utilize 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
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
before a decision?
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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: firm than gentle, or gentle than firm?
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
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
to be too passionate?
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Do you go more by: facts, or principles?
In phoning do you: rehearse what you'll say, or rarely question that it will 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?
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Page | 46 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 | 1 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 | 2 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Attitude ............................................................................................................................................. 14 Decision making Process .................................................................................................................... 15 Respondent 5 ........................................................................................................................................ 16 Priyanka Porwal ................................................................................................................................. 16 Need ................................................................................................................................................. 17 Emotion............................................................................................................................................. 17 Self Concept ...................................................................................................................................... 17 Brand Loyalty..................................................................................................................................... 17 Attitude ............................................................................................................................................. 17 Decision making Process .................................................................................................................... 18 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
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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.
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Need The method of value laddering has been used to determine the need of the respondent. Laddering is 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 need from a basic need makes their job much simpler.
Clean Hair
Personal Hygine
Feel Confident
Social Appreciation
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, Manisha we see that she is a mix of the ideal private self and ideal social self.. 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 well, dandruff free and voluminous her forr herself; and wants others to feel her her hair smells nice and is glossy.
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 in her circle of trust recommends 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. time Page | 5 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Attitude Manisha is driven by the cognitive component of attitude towards her hair care products, she draws her beliefs from concrete evidence or personal usage. Although the affective component plays a role but still she relies on experience and proof prior to mak making any decision.
Decision making Process
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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.
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Need The value ladder as explained by Apeksha is: is -
Clean Hair
Personal Hygine
Feel Confident
Social Appreciation
Smooth and Glossy Hair
Reduce hair Damage
Confident in working outdoors
Better performance
Emotion Considering the responses of the respondents we can infer that she is high on the “Pleasure” dimension according to the PAD model.
Self concept Upon analyzing Apeksha 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 has good hair 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 brand nd to shampoo and conditioner, although se defers from the fact that she is particular about the product, but at the same time she has not changed her conditioner Page | 8 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
(L’Oreal) for the past 5 years. In a personal care product like conditioner this can be consi considered a fairly long time.
Attitude Apeksha is mainly dominated by the affective component and she feels that L’Oreal has delivered 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 she comments that one needs to pay for quality.
Decision making Process
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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.
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Need The value ladder as explained by Ms. Motwani is
Healthy Hair
Look Attractive and Beautiful
Feel Confident
Better Work
Social and professional appreciation
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 affection with the product and indicates a liking towards the 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 up to the 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 free, glossy and voluminous hair. Also she exhibits 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 switch swi ch products fairly quickly. Upon interacting 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 behavioral behavioral components more than the cognitive elements; she is easily induced into trials and is constantly on the look for a more popular and better
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product. The behavioral component is evident as she switched to Dove shampoo, of which the primary reason was satisfaction sfaction derived from using other Dove personal care products like soap etc.
Decision making Process
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Clean Hair
No hairfall
Feel confident
Presentable
People aruound appreciate
Emotion 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. 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 her her answers, it is about how she want to be viewed; be it by herself 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 bothered bothered by the plethora of other product 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 Page | 14 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
was high on the price effectiveness and quality, and the immediate of association of the brand to actions i.e. purchase is a direct indicator of the dominance of the behavioral component.
Decision making Process
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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.
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Need The value ladder as explained by Priyanka is
Healthy Hair
Long and Strong Hair
Look Attractive
Be more presentable
Emotion 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.
Self Concept Now let us look at Ms. Priyanka. 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 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 when she says she wants 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 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 vague and she does not identify with any of the brand ambassadors of the product.
Attitude Ms. Porwal hass 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
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
influenced by the cognitive and behavioral component to a certain degree degree but still the affective component was dominant.
Decision making Process
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Marketing Implications
Decision making Process
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 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
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 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
Brand Loyalty
Resists too much experimentation but not brand loyal always driven by cognitive component of attitude but also influenced by affective component
Brand Loyal
Experiments, Not Brand Loyal
Brand Loyal
Mix of Ideal Pvt Self, Actual Pvt Self, Ideal Social Self & Actual Social Self Brand Loyal
dominated by the affective component
dominated by the affective and behavioral components
high on the behavioral component
Product Attitude
Mainly influenced by affective component
Page | 20 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 | 21
Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
•
The product packaging should be jazzy and unconventional, so that it appeals to the sophisticated kind
Page | 22 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Marketing Strategy Target Consumer Need –
Clean Hair/Smooth & Glossy Hair/Healthy hair/Long & Strong Hair
Beautiful Hair/ Personal Hygine/Reduce hair Damage
Feel Confident/ Presentable
Social Appreciation/ Better Performance
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 needs needs which the brand should 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 o 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 processing which will happen in the customers mind. The first part of information processing which contributes to formation of a perception is Exposure. 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 working women. Though Page | 23 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 | 24 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Learning Stimulus
Increases probability of response to stimulus
Desired Response
Reinforcement
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
Page | 25 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 | 26 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Respondent Personality Rugged
___
Excitable
___
___
Sophisticated ___ Luxurious Thrifty
___ ___
Pleasant
Fashionable___
_P_
_DAM__
___
___
_PA_
_DM__
_M_
_PA_
___
_P_
___
___
Contemporary
_T__
_M__
_PDTAM_ ___
___
_TM
___
___
_T__
_DA__
___
Orthodox Complex Colorless Modest
___ ___ ___ ___
___
_P_
___
indulgent
___
___
Unpleasant
_AD_
_TM_
_A__
_PM_
___
_PM_
_A__
___
___
___
_A__
_P_
_DT__
___ _MT_
_P_ ___ _D__
Unsophisticated
_TDA__
_M__
___
___
Plain
___
Youthful
Calm
___
___
_D__
___
_D_
APD_
__T_
_T__
_TM
___
___
Delicate
_A__
___
_P_
___
_D_
___
Rational
Formal
_T__
___
___ _M__ _A__
___
___
___ Non Contemporary
___
___
___ ___ _PDT_ _M__ _TDMA_
___ _P_
_PDTA_ ___
classical
___
Emotional
___ ___
Mature Informal
___
Liberal
___
Simple
___ ___
Colorful 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 | 27 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 | 28
Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
-
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.
Page | 29 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Pr Promotional Strategy We shall follow a three phase promotional strategy to achieve our marketing objectives which are discussed below.
Phase I
•Classical Classical Conditioning
(till 3-4 Months from launch date & at regular intervals of 6 months thereafter)
Phase II
•Advertisements Advertisements through Television, Newspapers etc •Dedicated Dedicated display space for the hair care product at branded outlets like specers more etc specers’, •Sponsoring/co Sponsoring/co-sponsoring sponsoring events like fashion shows, film awards, beauty contests
•Operant Operant Conditioning • Trial Packs branded stores (eg. ( . One pack free with shopping worth 2000 at the store – single time/monthly etc) •Contracts 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 Contracts with chain of beauty parlors for use of this hair care product free with high profile customers to induce trial - Single time •Sale Sale at discounted price to the beauty parlors to induce trial among the elite customers
(after 3 Months of launch date till 1 yr and thereafter during low sale time)
Phase III
•Vicarious Vicarious Learning or Modeling
(after 6 months of launch date till 1 year and on a need basis thereafter)
•Online Online forums to discuss the reactions of happy customers regarding the product •Viral Viral Marketing – hiring bloggers to create a buzz in the market •Sponsoring Sponsoring “Kitty Parties” – Promoting discounted packs of product or providing free samples to induce trial
Page | 30 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 | 31 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 | 32 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 | 33 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
1. It’s part of your personality 2. People like it this way
Kindly Rate yourself on the following parameters Rugged
___
Excitable
___
___
___
___
___
___
___
___
___
___
___
___ ___
Sofesticated
___
___
___
___
___
___
___
Luxurious
___
___
___
___
___
___
___
Thrifty Pleasant
___
___
___
Contemporary Fasionable___
___
___ ___
___ ___
___
___ ___ ___
___
___ ___ ___
___
___ ___ ___
___
___ ___
___
___
Delicate Calm Unsophisticated Plain indulgent Unpleasant
___ Non Contemporary ___
classical
Rational
___
___
___
___
___
___
___
Emotional
Youthful
___
___
___
___
___
___
___
Mature
Formal Orthodox Complex Colorless Modest
___ ___ ___ ___ ___
___ ___ ___ ___ ___
___ ___ ___ ___ ___
___ ___ ___ ___ ___
___ ___ ___ ___ ___
___ ___ ___ ___ ___
___ ___ ___ ___ ___
Informal Liberal Simple Colorful Vain
Page | 34 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 | 35 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
many friends with brief contact, or a few friends with more lengthy contact?
Page | 36 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 first, 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 | 37 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
speak for themselves?
Page | 38 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
In approaching others is your inclination to be: personal, or objective?
Do you: find 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 | 39 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
punctual?
Page | 40 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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 utilize 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 | 41 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
before a decision?
Page | 42 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
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: firm than gentle, or gentle than firm?
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 | 43 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
to be too passionate?
Page | 44 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Do you go more by: facts, or principles?
In phoning do you: rehearse what you'll say, or rarely question that it will 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 | 45 Group 6 – The Incredibles PGDM 2008-10
Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products
Page | 46 Group 6 – The Incredibles PGDM 2008-10
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