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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

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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

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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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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.

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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.

Personal Feel Social


Clean Hair Hygine Confident 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

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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 -

Personal Feel Social


Clean Hair Hygine Confident Appreciation

Smooth and Reduce Confident Better


hair in working
Glossy Hair Damage outdoors 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
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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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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.

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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

Look
Social and
Attractive Feel Better
Healthy Hair professional
and Confident Work
appreciation
Beautiful

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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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

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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

People
No Feel
Clean Hair Presentable aruound
hairfall confident
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

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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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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.

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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

Long and Be more


Look
Healthy Hair Strong
Attractive
Hair 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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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products

Marketing Implications

Decision making Process

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Manisha Apeksha Divya Divya Trivedi Priyanka


Motwani
Personality Relies more on her Makes careful Prefers Prefers outcomes Prefers her
hunches than selection about experience over based on chance. experience over
experiences. Takes her choices. hunches. Makes Does not want a hunches.
decisions based on Prefers her careful routine decision Practical person.
her gut feeling. experience Over selections of making way of Selective in
Decisions and hunches. Open choices. living. Prefers to selecting friends.
actions are towards making Reserved. Likes rely on her Prefers a logical
influenced more by friends. Expects company of experience than way of decision
her heart than everyone to be sensible and hunch. Reserved. making. Likely to
logical thinking. able to act matured She feels it is best be the center of
Intrinsic methodically and people. Does to just let things attention. Good
progressive be punctual in not get carried happen on their common sense
their tasks. away by own. and practical
A mix of intrinsic emotions, and Both intrinsic ability.
progressive and believes firmly progressive types Intrinsic
traditional on principles and traditional Progressive type
personalities. and virtues. personalities.
Traditional type
of personality
Personality Ego Superego Superego Superego Superego
(Freud)

Emotion Arousal Pleasure Seeker Pleasure Seeker Pleasure Seeker Pleasure Seeker

Self Ideal Private Self & Actual Private Self Actual Private Mix of Ideal Mix of Ideal Pvt
Concept Ideal Social Self & Ideal Social Self Self & Actual Private Self, Self, Actual Pvt
Social Self Actual Social Self Self, Ideal Social
& Ideal Social Self Self & Actual
Social Self
Brand Resists too much Brand Loyal Experiments, Brand Loyal Brand Loyal
Loyalty experimentation Not Brand Loyal
but not brand loyal
always
Product driven by cognitive dominated by the dominated by high on the Mainly
Attitude component of affective the affective behavioral influenced by
attitude but also component and behavioral component affective
influenced by components component
affective
component

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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

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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

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

Marketing Strategy

Target Consumer Need –

Clean
Hair/Smooth & Beautiful Hair/ Social
Feel
Glossy Personal Appreciation/
Hygine/Reduce
Confident/
Hair/Healthy Better
hair Damage Presentable
hair/Long & Performance
Strong Hair

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

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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.

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

Learning

Stimulus

Increases probability
of response to Desired Response
stimulus

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

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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.

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Respondent Personality
Rugged ___ ___ _T__ _P_ _DAM__ ___ ___ Delicate
Excitable ___ ___ ___ _PA_ _DM__ _T__ ___ Calm
Sophisticated ___ _M_ _PA_ ___ _T__ _D_ ___ Unsophisticated
Luxurious ___ ___ _P_ _A__ _TM _D_ ___ Plain
Thrifty ___ ___ _M__ _TDA__ ___ _P_ ___ indulgent
Pleasant ___ _PDTAM_ ___ ___ ___ ___ ___ Unpleasant
Contemporary ___ _TM APD_ ___ ___ ___ ___ Non Contemporary
Fashionable___ ___ _P_ _AD_ _TM_ ___ ___ classical
Rational ___ __T_ _D__ _A__ _PM_ ___ ___ Emotional
Youthful ___ _T__ _DA__ ___ _PM_ ___ ___ Mature
Formal ___ _M__ _A__ ___ ___ _PDT_ ___ Informal
Orthodox ___ ___ _A__ _P_ _DT__ _M__ ___ Liberal
Complex ___ ___ _P_ ___ ___ _TDMA_ ___ Simple
Colorless ___ ___ ___ _M__ ___ _PDTA_ ___ Colorful
Modest ___ _MT_ _D__ _A__ _P_ ___ ___ Vain

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

• Sincerity - high
• Excitement – mild high
• Competence - high
• Sophistication - high
• Ruggedness – low

Moreover the target segment is dominant in Actual private self and ideal social self, where in the ideal
social self is the real parameter to bank upon. Therefore the brand personality should encompass more
features which will enable the user to be that ideal social self.

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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
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Group 6 – The Incredibles
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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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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 •Advertisements
Advertisements through Television, Newspapers etc
from launch date •Dedicated
Dedicated display space for the hair care product at branded outlets like
& at regular specers more etc
specers’,
intervals of 6 •Sponsoring/co
Sponsoring/co-sponsoring
sponsoring events like fashion shows, film awards, beauty
months contests
thereafter)

Phase II •Operant
Operant Conditioning
• Trial Packs branded stores (eg.
( . One pack free with shopping worth 2000 at the store – single
(after 3 Months time/monthly etc)
of launch date •Contracts
Contracts with branded stores to hire females with attractive hair and communicating the
till 1 yr and customers that salespersons are using out product through use of Danglers, posters etc
thereafter •Contracts
Contracts with chain of beauty parlors for use of this hair care product free with high profile
during low sale customers to induce trial - Single time
time) •Sale
Sale at discounted price to the beauty parlors to induce trial among the elite customers

Phase III •Vicarious


Vicarious Learning or Modeling
•Online
Online forums to discuss the reactions of happy customers regarding the
(after 6 months
product
of launch date
till 1 year and on •Viral
Viral Marketing – hiring bloggers to create a buzz in the market
a need basis •Sponsoring
Sponsoring “Kitty Parties” – Promoting discounted packs of product or
thereafter) 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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Group 6 – The Incredibles
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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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Group 6 – The Incredibles
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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

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Group 6 – The Incredibles
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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 ___ ___ ___ ___ ___ ___ ___ Delicate

Excitable ___ ___ ___ ___ ___ ___ ___ Calm

Sofesticated ___ ___ ___ ___ ___ ___ ___ Unsophisticated

Luxurious ___ ___ ___ ___ ___ ___ ___ Plain

Thrifty ___ ___ ___ ___ ___ ___ ___ indulgent

Pleasant ___ ___ ___ ___ ___ ___ ___ Unpleasant

Contemporary ___ ___ ___ ___ ___ ___ ___ Non Contemporary

Fasionable___ ___ ___ ___ ___ ___ ___ classical

Rational ___ ___ ___ ___ ___ ___ ___ Emotional

Youthful ___ ___ ___ ___ ___ ___ ___ Mature

Formal ___ ___ ___ ___ ___ ___ ___ Informal

Orthodox ___ ___ ___ ___ ___ ___ ___ Liberal

Complex ___ ___ ___ ___ ___ ___ ___ Simple

Colorless ___ ___ ___ ___ ___ ___ ___ Colorful

Modest ___ ___ ___ ___ ___ ___ ___ Vain

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Group 6 – The Incredibles
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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:

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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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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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Group 6 – The Incredibles
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products

speak for themselves?

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Group 6 – The Incredibles
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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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Group 6 – The Incredibles
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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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Group 6 – The Incredibles
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Understanding Consumer Behaviour of Young Girls from Central India on Hair Care Products

before a decision?

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Group 6 – The Incredibles
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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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to be too passionate?

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Group 6 – The Incredibles
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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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Group 6 – The Incredibles
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