1) What are the category beliefs among the non-users of shampoo?
The Indian category belief is centered on their way of life, practices and alternatives. Income is usually used to determine the Indian consumers purchasing power and affordability and how important their perception of purchasing a bottle or sachet of shampoo. However, it is also prevalent how brand communication has presented some changing dynamics in shampoo usage. Lifestyle, Practices and Alternatives
Family orientation is extremely important to the Indian consumer as shown in Exhibit 7 page !. This encompasses their extended family and friends. "rands "rands tend to be more successful successful and accepted if they are geared towards the supporting of family values, values of nurturing, care and love. love. #ccordi #ccording ng to $eema $eema %upta, %upta, these values values are far more influe influenti ntial al than than those those of achievement and ambitions. &roducts that convey feelings and emotions resonate more with the Indian consumers. Therefore history and tradition are factors which are instrumental in the shaping of the Indian consumers behavior. $uccessful brands that penetrated the mar'et were found to be advertised in places where families went for a day of entertainment. #lso, the respondent profile in Exhibit 7 page ()! captured a myriad of factors such as the bac'ground, identity, aspirations, dreams, media habits, buying patterns and awareness of the Indian consumer or the targeted mar'et. *hen interviewed, the bac'bones of all these factors were centered on family. Their feedbac' related to their roles and relationships in their family and the social acceptance by friends and neighbors and the respect respect for their family family in society society..
For examples examples,, when when as'ed as'ed about about the individu individual al their
descriptions conveyed an identity that entailed family and as regular television viewers this was done typically with family at nights. Exhibit + page (7! revealed that 7 - of consumers chose a particular brand of shampoo recommended by a friend or neighbor. The The surv survey ey in Exhi Exhibi bitt + reve reveal aled ed that that alth althou ough gh + - of consum consumer erss lear learne ned d abou aboutt shampoos through television advertisements and favored and used the /linic plus brand, 7( - of users still still used alternatives alternatives to shampoos such as the $hi'a'ai, $hi'a'ai, an herbal powder accounting accounting for 7- of respondents and the other 7- using $oap.
1 | Pag e
Income, Affordability and Perception
Income, value and perceived benefits are usually believed to be the basis for a traditional Indian consumers purchase. However, given the heightened awareness of shampoo brands through media endeavors, these ris' averse consumers have become more accepting and inclined to spending a little more for that perceived benefit of hair shine, strength and lustre and the fulfillment that could be received from this use as stated in the case. #lthough depicted in Exhibit + page (7!, consumers disagree that shampoo is very expensive they are still being conscious of their spending habits. Exhibit + demonstrates that )0- of Indian consumers use shampoos to wash their hair, and ma1ority have utili2ed the ma1or brands such as /linic &lus (-!, Head and $houlders 3-! and /hi' 0+-!. Head and shoulders fall within the premium brands of shampoo while clinic &lus and /hi' have catered to the low income consumer in terms of pricing. However , the mar'et is shifting and evidently given that prices for 7.3 ml sachets range from 4s( to 4s , consumers are still being cogni2ant of affordability with ++ - investing in sachet purchases rather than bottles which range from )3 to 055 ml which account for (- and would prove more costly in that moment. The perceived benefits influence the buying behavior of these consumers , as based on responses utili2ing a 6i'ert scale for measurement in Exhibit + page (7!, most respondents agreed that shampoos cleansed their hair better than soap, removed unwanted oils , made their hair strong healthy and beautiful and added a sense of confidence after use. Brand Communication
Exhibit 7 page ()!, captured the media habits of the respondents. #lthough most television viewing was done mainly for entertainment purposes, the attention of audience was also captured through their interest in the importance of their familys well8being such as health and fitness. #lso, the fact that individuals were 9problem solvers:, heightening the attention awareness where issues such as correct certain problem, for example hair fall. India met the shampoo brands through television advertisements, while radio and print accounts for (; - and (3 - of penetration respectively. Exhibit + page ( 8 (7! shows that +of those consumers learned about shampoo through television and 3(- saw the brand on
2 | Pag e
Television and li'ed it. /linic &lus +-!, /hi' 7-!, Head and $houlders 3-!, $unsil' 7-! and /linic all /lear )5-! are the top 3 brands that fall within the unaided awareness category. %iven that /linic &lus 73-!, /hi' 7-!, Head and $houlders 07-!, /hi' 3+-! of consumers have seen advertisements on these popular brands, attributed to the ; - of consumers in rural. *hile on the other hand both primary and secondary reference groups show how influential they are on the consumers buying behavior. ) - accounted for family and friends bringing awareness of the shampoos to the individual, while (- accounted for store advice. 7 - of consumers chose a brand of shampoo because it was referred by a friend or neighbor. Question 2: What are the cognitive beliefs on the three brands of shampoos? (What are those advertising elements that, match ith the cognitive beliefs?)
The cognitive beliefs held by individuals are the 'nowledge that a consumer has about ob1ects, their attributes, and their benefits that is derived from direct experience with the ob1ect and information from other sources. The cognitive beliefs of the different shampoo brands ma y be assessed by first examining consumers cognitive belief of each brand and second by examining the similarities and differences in the perception of the different brands by consumers. Clinic Plus
/linic &lus is a cosmetic shampoo brand that is targeted at low8income users, particularly those in the semi8urban and rural areas. /linic &lus positions itself as a 9Family
Head and $houlders is an anti8dandruff brand of shampoo approved by dermatologists and endorsed by celebrities. It is priced in the premium tier and targeted to customers who are see'ing an anti8dandruff solution. It is apparent that consumers perceive the brand as the leading
3 | Pag e
anti8dandruff solution, as it received the highest rating for the prevention of dandruff among the three brands. The advertising elements that match with these cognitive beliefs are providing assurance through science by using a high percentage of +3- to support the claim of reduced hair fallout and believability due to +=(5 dermatologists recommending the brand. Chik
/hi' is a cosmetic shampoo brand that is priced in the popular=economic tier and is targeted to low8income consumers in the semi8urban and rural areas. /hi' promises soft, nourished, beautiful hair for the confidant Indian woman. The brand received a .; for both 'eeping customers hair healthy and strong and 'eeping their hair untangled and smooth Exhibit (), &age )5!. This illustrates that consumers 'nowledge of the brand is in line with how the brand has positioned itself. The advertising elements that match with these cognitive beliefs are the ads portraying hair that is soft, nourished, free of tangles and beautiful all the time. "ased on the consumers perceptions of all three brands, the similarities and differences may be summed up below. Similarities among Clinic Plus, Head and Shoulders and Chik
/ustomers strongly agreed that all three brands prevented dan druff, made hair smell fresh, had a great fragrance and 'eeps hair healthy and strong with score ranging from .; to 0.5 along these categories. >ost customers also stated that they will as' friends or neighbou rs about this brand, with scores ranging from .7 to .+ . /ustomers perception among the three brands where neutral in the categories of the shampoos having a lot of chemicals, not being different from any other shampoo, being used by celebrities, allowing customers to feel free and unworried, ma'ing customers feel in control, ma'ing customers feel refreshed and revived and ma'ing them feel li'e everyones eyes are on them. 4esponses were also neutral when consumers were as'ed if the person advertising the product reminded them of themselves. /ustomers disagreed when as'ed if all three brands were expensive, is for persons with long hair, is a brand for those who are in the outdoors, is a brand for youngsters, should be used for special occasions and when as'ed if it reminds them of their childhood.
4 | Pag e
ifferences among Clinic Plus, Head and Shoulders and Chik
?iscrepancies could be seen among the three brands when respondents were as'ed if the shampoo is recommended by hair experts with Head and $houlders receiving higher scores than /linic &lus and /hi' in the category. /hi' received higher scores than Head and $houlders and /linic &lus in the category of 'eeping hair untangled and smooth, while /linic &lus received higher scores than Head and $houlder and /hi' in the category of the brand being a brand for the family, ma'ing customers loo' beautiful and feeling confident. It is apparent that the positioning strategy of the three brands were effective, as each brand scored the highest based on the benefits they advertised.
!) What are the affective aspects reflected by advertisements of the three brands of shampoo (What are those advertising elements that match ith the affective aspects?)
The affective aspects of a brand are the emotions and feelings that are con1ured up by consumers with relation to the particular brand. #dvertisers use this 'nowledge to evo'e particular emotions in potential and existing customers towards their brands. Clinic Plus
The /linic &lus brands advertisements focusses on the affective aspects of happiness, freedom to explore and confidence. In $toryboard (, page +, the ad highlights the ability of the young girl to play on the cric'et team with the boys in her age group. This would not be typical and the mother who is the influencer in the scenario gives her daughter the assurance that her hair will be well protected from the elements and 'ept healthy and strong by the /linic &lus shampoo. This assurance gives the daughter the confidence to go out and play well and drive her team to victory. The result is a happy child and a proud mother. In $toryboard ), also on page +, the young girl is able to return to the playground and be fully confident that she can play and en1oy herself without having to worry about her ha ir brea'ing. This happens after her mother gives her /linic &lus which 'eeps her hair lustrous and strong. The mother also encourages her daughter to 9go out and ta'e on the boys in the field: Head ! Shoulders
5 | Pag e
The Head @ $houlders brands advertisements reflect the aspects of attractiveness and renewal. The ad in $toryboard (, page (5, shows a young woman who is examining her brea'ing hear in while she combs. The celebrity stars, who is also an influence, endorsement also acts as reinforcement for viewers and potential users of the shampoo to aspire for the attractive Aualities of the star. The ads voiceover which states that Head @ $houlders shampoo reduces hair fall by +3 per cent based on #merican Testing center results. In so doing the ad see's to highlight the benefits or protecting ones attractiveness by maintaining or renewing the integrity of ones hair. The Head @ $houlders Auestionnaire number 0 on page (+ relating to the shampoo 'eeping hair loo'ing healthy and strong is an indication that the ad has had some success as the mean response to the statement is .; suggesting overall agreement by respondents. $toryboard ) also on page (5 also focuses on the renewal capabilities of Head @ $houlders. It also uses expert to endorse the brands capabilities. This aspect of the advertising seems also to resonate well with respondents to the Auestionnaire on page (+ and there was a .; mean response to the statement that the brand was recommended by experts. Chik
The /hi' brands advertisements reflect the affective aspects of confidence and relaxed. The ad in $toryboard (, page ((, puts forward a /hi' user who is unfa2ed by the elements as she is confident whatever the wind throws her way, her hair will be able to manage and return to loo'ing its best without any fuss. This aspect of the advertising seems also to resonate well with respondents to the Auestionnaire on page )5 and there was a .; mean response to the statement that /hi' 'eeps hair untangled and smooth. $toryboard ) also on page (( also focuses on the relaxed nature of /hi' users and shows another /hi' user who is Auite composed after her hair gets blow by a passing train. # male onloo'er observes as she calmly puts it bac' in shape. This young professional woman, who is an influencer herself for other women who for that level to be able to contribute to their own financial wellbeing, acts as an example and motivator to the stay at home women who were involved in the study.
") #o can the $theory of reasoned action% model be applied to each brand? &re there gaps that can be found ith regard to each brand?
6 | Pag e
The Theory of 4easoned #ction T4#! is a model for the prediction of behavioural intention, spanning predications of attitude and predictions of behav iour $chiffman @ *isenblit, )5(3!. The theory of reasoned action incorporates three components cognitive, affective and conative. #ccording to this model in Figure (.( a persons behaviour is determined by its behavioural intention to perform it. This intention is itself determined by the persons attitudes and sub1ective norms towards the behaviour. It can be theori2ed from the T4# model that people ma'e conscious choices based on two factorsB o o
How strongly they perceive the benefits that will lead to a positive outcome The social norms, ris's and rewards associated with their choice
"igure #$# %heory of &easoned Action
The theory of reasoned action can be applied to each brand by loo'ing at the personal beliefs and behaviour towards the brands as well as the sub1ective norms and the customers willingness=unwillingness to buy to product. The sub1ective norms incorporate the customers perception of how others view the behaviour and the individual motivations to comply with social convention as to which brand they should buy. Clinic Plus is especially targeted to low income users who are predominately of a lesser income
levels. The shampoo is positioned as a 9Family
7 | Pag e
identifies and supports family values tends to be popular and accepted easily in the Indian mar'et. Head ! Shoulders is an anti8dandruff shampoo, it is a part of the fastest growing segment in the
anti8dandruff mar'et and is priced in the premium tier. "ased on the case head and shoulders shampoo would be the only be purchased if and when a consumer is having a dandruff issue, and because it is the leading anti8dandruff shampoo in the mar'et. Chik Shampoo is targeted and priced to low income consumers sub8urban and rural!. It is
economical and promises soft, beautiful and nourished hair for the confident Indian woman. "ased on the case the sub8urban and rural consumers are mainly at a disadvantage in the shampoo products that they choose to purchase and use because of the influence of retailers and the brands that they choose to sell. "ased on the case the following can be predicted about consumers for each brand using the T4#B Brand
Predictions
/linic &lus
C
will definitely buy this product
Head @ $houlders
C
might not buy this product
/hi' $hampoo
C
may or may not buy this product
Limitations to the %heory of &easoned Action 'odel
The gaps that may exist when using the T4# model can affect mar'eters when ma'ing brand assessments. >ar'eters must factor in the fact that determinants of intention arent solely limited to attitudes, sub1ective norms, and behavioural control as pu t forward in the model. Ta'e for instance /hi' $hampoo that is targeted at the rural mar'et, a retailer might choose only to carry that specific brand because of the returns he may get, so a rural consumer will only be able to purchase the product that is available. The second limitation spea's to the fact that time may affect the intention of a consumer. If there is a significant gap in time between the assessment of behaviour intention and the actual behaviour being assessed the intention of an individual might change. For instance a consumer that normally purchase /linic &lus might at some time in the future needs to purchase Head and $houlders because some member of the family contracted dandruff as such their situation has changed. Finally the T4# model predicts consumers actions based on certain criteria but being human, individuals do not always behave as predicted by those criteria.
8 | Pag e
') ased on the analysis and the application of concepts, ho can a ne brand be launched?
Positioning the Brand(
The $uper $hampoo brand has to be positioned as an herbal based product that offers the identical benefits of the $hi'a'ai herbal powder and #nti8dandruff combined. %iven that these were the missing elements of a complete shampoo. "rand communication has to be heightened, conveying these benefits ma'ing a comparison in price regarding buying individual products as opposed to a all8in8one shampoo at an affordable price. &ositioning should also create and reiterate the harmful effects of other brands and soaps inevitably leading to hair fall, the consumers main problem "ased on the survey conducted, 9$uper $hampoo: should adapt the following 0&s of mar'eting. Product $uper shampoo should have $hi'a'ai component $uper shampoo should have #nti8dandruff properties • $uper shampoo should be constituted to produce much more foam • The $hampoo should be available in both small and medium pac'aging , colourful and •
attractive to the eye Place •
$uper $hampoo should be made available at retailers in the village. ?istribution of the product should also be carried out in village mandis mar'ets!, haats
•
rural shopping events! and melas fairs!. $uper $hampoo should also be made available in urban shops in close proximity as rural
•
and semi8urban consumers also purchase from these shops. Promotion $amples of $uper $hampoo should be handed out in retail stores and at village mandis, •
haats and melas.
9 | Pag e
•
The product should be heavily promoted on television, particularly mid8morning and at
•
nights. *ord of mouth mar'eting should also be employed.
Pricing #ffordability is a 'ey driver in rural India and as such the sachets needs to be carefully •
priced. The price of $uper $hampoo should be lower than the sachets of branded •
shampoos to appeal to customers. $uper $hampoo should employ a more for less strategy where customers receive a
•
slightly larger sachet at a lower price "undle pricing should also be used where customers receive a discount for purchasing multiple sachets.
10 | P a g e
