There are Psychological Theories that help us to understand and predict theeffect of all external and internal factors

on a consumer. External factors includeCulture, Society, Reference group and family etc. Internal factors comprise in aconsumer mind and how consumers learning, memory, attitude, personality, lifestyleand motivation levels effect consumer behavior. What would initiate a buyingprocess and how a buying decision would end is all covered under the study of consumer behavior. This all further helps relate product / service, price andpromotion etc. with consumer behaviour. Thus organisation can place marketingmix so as to propogate their product/services.The present study on SHAMPOO

is also trying to find Consumer Perceptionabout different features of Shampoos and how Price, Environment, Packaging ,Quantity, Easy Availability and Variety are affecting the sale of Shampoos. PSYCHOGRAPHIC In psychographic segmentation buyers are divided into different groups on thebasis of lifestyle and \ or personality. People within the same demographic groupcan exhibit very different psychographic profiles. These psychographic bases areoften difficult to measure, but they offer potential rewards in terms of providingmanagement with a more relevant basis for differentiating between segments of a market. LIFESTYLE

People exhibit many more lifestyles than are suggested by the seven socialclasses. Peoples product interests are influenced by their lifestyles. In fact thegoods they consume express their lifestyles. Marketers are increasinglysegmenting their markets by consumer lifestyles. Companies making cosmetics,alcoholic beverages, and furniture are always seeking opportunities in lifestylesegmentation.

PERSONALITY Personality affects the consumption of many goods, particularly those consumedpublicly. An aggressive personality for example, may be reflected in the choice of ostentatious clothing, furniture, and automobiles. Preferences are frequently sodifferent that it is impossible to serve all personality types with

the same productor brand. A recognition of important personality types can help managementposition its towards a profitable segment or segments.Marketers have used personality variables to segment markets. They endow their products with brand personalities that correspond to consumer personalities. ISSUES IN SHAMPOO ADVERTISING The ideas, associations and images that people have of a shampoo branddetermine the demand side of the brand equity equation. There are two ways inwhich advertising is likely to influence perceived product performance. First, byguiding the expectations about the shampoo experience process called productenhancement and second, by creating a halo of superiority around the brand viaa mechanic termed Interest Status. There are two key

advertising relatedfactors. First, the advertisement needs to be remembered. This is importantbecause its main influence is at the point of trial. Second, the message shouldrelate in some way to the experience of using the product - for instance, doesit create any expectation of what the shampoo would feel like to your hairi.e., how will it take care of your hair and especially to your specifications. Butthe advertiser should always bear in mind that the benefits proclaimed are inline with what the product can actually deliver.Brands can have perceived advantages which are unrelated to the physical or sensual aspects of the product delivery and relate more with the emotional

appeal of the brand and the sense of belonging which comes from being abuyer of the brand. In many respects this is an extension of the brand presence,except that the presence is converted into a relevant advantage only if it fitswith the consumers emotional needs i.e. making a brand worthy of its price tag.Is advertising in Shampoo market ethical ? In a profession where the task of advertisers is to suspend the consumers disbelief, there cannot be a possiblystraight answer. Use of Shampoo does not impair or damage hair, Soapsmake your dry, lifeless and lusterless, are the statements we hear in shampooadvertisements. Research has proved that the consumer is quite willing tosuspend his disbelief and appreciate the hyperbole for what it is worth. Theconsumer perfectly understands that this is a mere

exaggeration to make a point.However, this issue becomes murkier when there is an obvious attempt tomislead the consumer into believing that the product delivers a benefit that isactually not. This, by any sensible definition, is definitely unethical. Butexaggeration is an aspect of advertising. When does it become misleading ? IsSunsilk or Organics which use filmstars or very well known high strata celebritieswho probably never touch an Indian Shampoo, ethical ?To my mind, is there anything unethical about these advertisements. The role of advertising is to extol the real