Dove Analysis

Topics: Marketing, Good, Decision making Pages: 6 (1418 words) Published: August 18, 2013
| Marketing|
| GROUP NO.11|

[DOVE]|
CONSUMER BEHAVIOR PATTERN|

Non-durable goods:
Non-durable goods may be defined either as goods that are immediately consumed in one use or ones that have a lifespan of less than 3 years. Examples of nondurable goods include fast moving consumer goods such as cosmetics and cleaning products, food, fuel, beer, cigarettes, medication, office supplies, packaging and containers, paper and paper products, personal products, rubber, plastics, textiles, clothing and footwear. Buying non-durables comes under the category of consumption demand of goods. A non-durable fmcg product was to be chosen for analyzing the consumer behavior of non-durable goods. The product chosen was DOVE. Dove shampoo was among the fastest growing fmcg products and was sold in more than 35 countries. Strong survey and marketing strategies had to be analyzed. PRODUCT-

Dove is a personal care brand owned by Unilever. Dove products are manufactured in Argentina, Australia, Brazil, Canada, Germany,India, Indonesia, Ireland, Mexico, Netherlands, Pakistan, Philippines, South Africa, Thailand, Turkey and United States. The products are sold in more than 35 countries and are offered for both women and men. The Dove trademark and brand name is currently owned by Unilever. Dove's logo is a silhouette profile of the brand's namesake bird. SURVEY-

The survey was conducted in a limited area with the help of questionnaires and the sample size chosen was 10 among these there were 6 females and 4 males who responded to the survey positively. The survey included total of 7 questions which helped to know the consumer behavior regarding dove and what are the positive and negative impacts of dove in the indian market. The survey helped us to infer a lot of data regarding the growing product. The most important 3 questions asked were

1. What are the steps involved in the consumer purchase decision process, steps that a customer undergoes, amount of time required for each step, and the cumulative time?

* PROBLEM RECOGNITION- the problems faced by customers would be many and would depend from person to person. Some of the problems could be HAIR CARE, DANDRUFF, HAIRFALL, FRIZZY HAIR, DAMAGED HAIR DUE TO HAIR COLORING, DRY SCALP. Once the problem is recognized it helps the consumer to buy the required product and the effect is the best. Every individual has its own problem and differ from one another. * INFORMATION SEARCH- there are mainly three important ways to search iformation regarding the product they are Personal survey - customers prefer to use hair care products ( shampoo) recommended by trusted people who face similar problems as theirs. Commercial- customers are exposed to dove shampoos via television commercials, print media etc. and Public

* EVALUATION OF ALTERNATIVES- A smart customer always evaluates alternatives available in the market based on certain characteristics which are in negotiable for him/her. 1. A customer evaluates based on following basic characteristics: 2. Whether the product satisfies his current need

3. Whether he gets additional benefits
4. Evaluate different products based on combinations of above characteristics

* PURCHASE DECISION- after evaluating all available options, the customer chooses the best product which fulfills all or majority of his requirements.
SURVEY-
1. Positive and strong brand image
2. Mild cleansing properties
3. Consistency in quality
4. Maximum recommendations

ii) The decision-making unit involved in each step (who are all involved in the process and who take the decisions), factors influencing choice in each of the steps, and the sources of information used by the customer for making choices? DECISION MAKING UNITS- The DMU consists of all of the people who will play a role in the decision to purchase a product. The marketing mix program must understand the needs of each of these individuals and find...
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