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Consumer perception on super shampoo

Concepts covered
Cognitive aspects: The mental process of knowing, including aspects such as awareness, perception, reasoning, and judgment Affective aspects: Concerned with or arousing feelings or emotion Conative aspect: The aspect of mental processes or behavior directed toward action or change and including impulse, desire, volition, and striving.

What are the category beliefs among the non users of shampoo?
Affordability Lifestyles and psychographics Income Brand communication Based on these variable the non user of shampoo can be determined

What are the cognitive beliefs on the three brand so shampoos? (What are those advertising elements that match with the cognitive beliefs?)

Clinic plus: it is a anti-dandruff shampoo, it prevents from dirt and split ends Head and shoulders : Dermatologist approved shampoo and is an anti-dandruff shampoo Chic shampoo: it is a cosmetics based shampoo mainly contributes in south at a very cheaper rate

What are the affective aspects reflected by advertisements of three brand so shampoos? (What are those advertising elements that match with the affective aspects?)

Clinic plus: Main influencer are mothers suggesting their daughters to use clinic plus Head and shoulders: advertisements by superstars n approved by many of stylist people Chic shampoo: very dull response but highly affluenced in south

Are there differences between the cognitive and affective beliefs reflected by the respondents based on their exposure to the ads of the three brands? Why are these differences being observed?

There are differences between the exposures and the concepts of shampoo In cognitive people are having different perception based on their recognition whether they are positive or negative In affective aspect various ads tries to attract the person to purchase the product by the belief that they may be beneficial to those

How strong are the conative beliefs of respondents after they are motivated by the cognitive and affective aspects of the three brands?

Conative aspects comes with a belief whether to buy or not to buy. If both cognitive and affective aspect have motivated the customer with an intension to buy the product, if negative stages occurs then they may switch to other product. As of all that factors, conative and cognitive will affect the greater demand.

What is the implication of some brand being rated high on conative aspects after consumers are convinced about the respective cognitive and affective aspects of the brand(s)?

Conative aspect is one of three parts of the mind, along with the affective and cognitive aspects. In short, the cognitive part of the brain measures intelligence, the affective deals with emotions and the conative drives how one acts on those thoughts. So conative is last and ultimate stage of mind in which a purchase decision takes place.

HOW DOES EACH BRAND SCORE ON THE COGNITIVE, AFFECTIVE AND CONATIVE ASPECTS (EACH BRAND CAN BE MARKED AS LOW, MEDIUM OR HIGH ON EACH OF THESE COMPONENTS)? cognitive affective conitive

Clinic plus

medium

medium

high

Head and shoulders Chic shampoo

medium

high

medium

low

low

medium

How does each brand score on attitude towards the brand?


On the scale of 10 taking 1 as low going downward till 10 as unfavorable ,on basis of their positioning and demand CLINIC PLUS: 4 HEAD AND SHOULDERS: 3 CHIC SHAMPOO: 6

How can the theory of reasoned action model be applied to each brand? Are there gaps that can be found with regard to each brand?

Theory of reasoned Action (TRA) Personal beliefs about the behaviourA persons

expectation(s) of the outcome of performing the behaviour and their evaluation.


The subjective normThe persons perception of how others view the behaviour, and the individuals motivations to comply with social convention.

How is the elaboration likelihood model being used by the brands?


Elaboration Likelihood Model Holds that there are two Routes to persuasion: Central Route Peripheral Route The presence or absence of Elaboration , or thinking about the ideas presented is critical

Central Route to Persuasion


Attitude change stems from purposeful evaluation, logic or elaboration . Creates more enduring attitudes related to behavioral intention. Works if consumer is involved and willing and able to elaborate.

Peripheral Route to Persuasion


Driven by attractiveness or expertise, the number of arguments. Happens relatively quickly. Depends on the mood and emotional state of consumer.

Based on the analysis and application of concepts, how can a new brand be launched?
Before launching a new product we should keep in mind two models Theory of reasoned action Elaboration likelihood Consumer behavior depends upon these two models Their taste, preferences, attractiveness depends upon the product launched which will help them to decide the persuasiveness of a product at a very reasonable rate.