Bathing soaps are the cleaning products that are an essential part in our daily lives. The soaps can be segregated into:
The price of the premium segment products is twice that of economy segment products. The economy and popular segments are 4/5ths of the entire soaps market.
Mode of analysis:
To understand the consumer behavior for soaps, we conducted a survey among: 1.)A Student
1.)Triggers of purchase:
Student Homemaker Labor
A desire to try new product with varied attributes.Hygienic product.Low cost of Product.
2.)Stages in purchase:
a.) Information search: Initially they gathered information about the product from commercial sources. This included various sources like television advertisements, newspaper advertisements and also promotional campaigns. b.) Evaluation of alternatives: The information gathered was evaluated on basis of personal sources. Friends and family play an important role in evaluation of the alternatives. Evaluation was also done on the basis of specific attributes and benefits that different products offered. c.) Purchase decision: Based on the evaluation of alternatives, the final purchase decision was taken.
Student Homemaker Labor Information sourceTV advertisement, friends.TV advertisement, magazines. Retailer. Basis of Evaluation Attributes: fragrance, packaging.Benefits: Hygienic, budget, Brand. Needs: long lasting, budget. Purchase decisionProduct with a distinct attributeBrand and promotional offer dominant.Price dominant.
Post purchase behavior
•If the performance falls short of expectations, the consumer...