Understanding Consumer Behavior

Topics: Marketing, Pricing, Dandruff Pages: 20 (6821 words) Published: December 9, 2012
Executive Summary
The product that we use in this report is Head & Shoulders hair shampoo. The purpose of this report is to investigate the relationship between the consumer behavior and the marketing tools that the company of Head & Shoulders hair shampoo used. In this report, we can identify consumer feeling on Head & Shoulders hair shampoo. In other way, we also can identify the most useful market analysis that Head & Shoulders hair shampoo used. In this subject, “Understanding Consumer”, teach by our lecturer, Ms. Lim Ying San in Multimedia University Malacca (MMU). The basic marketing tools that Head & Shoulders used is the 4P which consist of product, place, promotion, and prices. The methods that we use in this report are research by using internet and questionnaire survey for twenty respondents with four different age segment group. In this report we can know the perception of the twenty respondents to the product Head & Shoulders hair shampoo. Next, we also can investigate the twenty respondents on purchasing Head & Shoulders hair shampoo. Lastly, in this research study there are five stages of purchasing process of a consumer such as such as searching, purchasing, using, evaluating, and disposing of product. Consumer will search in the internet or advertisements see whether the product Head & Shoulders is suitable for them or not. Next, in this pre-purchase search we noticed that “Head and Shoulders” also use difference type of packaging such as 2ml, 3ml, 100ml, 200ml and 400ml pack. Other than that, we also give a free small sample of “Head and Shoulder” shampoos to our consumers to use it. After that, consumers will give evaluation whether the brand is effective, the price is reasonable and the design of the product “Head and Shoulders” is suitable or attractive or not. When the consumers are satisfied with our product “Head and Shoulders”, they will purchase it. Nowadays, there are various types of marketing tools that marketers used today. In this report, we had analyzed the marketing tools that use by Head & Shoulders hair shampoo’s company. Introduction to Product/Company

Since 1950, Head & Shoulders has been at the forefront of scalp and hair science, significantly advancing the treatment of dandruff and scalp problems. Along with professional advice and expert insight Head & Shoulders have a wide range of products to care for your scalp and nurture your hair. In year 1950, Procter and Gamble did a research and they knew that most of the consumers were not satisfied with their existing anti-dandruff shampoos. In this way, they have an idea in creating their own anti-dandruff shampoos. After 10 years of research, Procter and Gamble found an effective ingredient that can against dandruff which is Pyrithione Zinc. After they found out this ingredient, Procter and Gamble have tested this ingredient into hair shampoos product. On the same year, the product has giving a name, Head & Shoulders and they start to design their product packaging, make more advertisement and marketing programs. Along with professional advice, Head & Shoulders also has a wide range of product to take care of consumers scalp and nurture consumer hair. The original Head & Shoulders was intro in the publicity which was blue-green cream shampoo. It is ‘clinically proven to reduce dandruff’. Head & Shoulders has been in the market more than 50 years. It offers a range of shampoos and conditioners to meet consumers’ need and wants. Procter and Gamble also make more than $1 billion in annual sales. Until now, Head & Shoulders was the top-selling hair shampoo brand in the market with terrain to men and women. Head & Shoulders provide the biggest benefit is visibly flake free hair with regular use. The dermatologists also admit that always use the regular Head & Shoulders, it will help to remove the dandruff symptoms, and itchy scalp. With Head & Shoulders, it ensures that you are the best every day. The mission of Head & Shoulders Company...
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