Report on Consumer Behaviour Assignment

8/3/2019 Report on Consumer Behaviour Assignment

1/4

Report On Consumer Behaviour

Assignment

Product: Soap

Submitted To: Submitted By:

Mr. Ranjan Choudhary 224 Neha Agrawal

223 Abir Mukhergee

197 Pankaj

229 Chandrika gailot

Saurabh Agrawal


2/4

Objective

With the increasing consumer base, companies have started innovating to fight their

existence in the market. Customers today have grown intelligent and the suppliers

need to cope with their increasing wants and demands.

In such a cut-throat competition, for a brand or product to survive requires it to be a

pioneer in certain parameters. These might include quality, price, perception, brand

value, availability, user satisfaction and so on, depending on the type of the product

and the type of target segment.

Thus its very important to analyse what is the decision-making process of a

customer before he/she buys a product. What are those factors that make a brand a

success? How does it achieve that position?

To answer these questions, we have interviewed a customer for a soap market. Thiswill help us decide, to a certain extent, the customer brain as a number of soap

brands are available in market, and still a few occupy the majority share.

Interview

Q1. Name- Pankaj Singh

Age- 27

Gender- Male

Q2. Which bathing soap do you use? Pears

Q3. Since when are you using this brand? Since childhood

Q4. How did you come to know about this product?

Advertisements

TV *

Radio

Magazines

Hoardings

Others recommendations

Any other (please specify)?

Q5. Rate these factors on the basis of their importance behind your decision

making


3/4

Cost 3/10

Fragrance 7/10

Foam/ Lather 5/10

Colour/ Transparency 3/10

Glycerine 7/10

Medicinal 7/10

Others (specify)

Q6. Has this soap solved any problem you faced earlier? If yes elaborate

I had some problem of oily skin especially during summers. This soap has

good work towards removing extra moisture from skin. It helped me a lot.

Q7. Do you think you have made an informed decision? If yes, what all information

did you gather?

Its an information by own experience. It has a very good effect on skin. Price

is a standard good quality price. Its TV ads are also not very cheap i.e. its

target audience is the one who knows about soaps, its effects.

Q8. How do you categorize your decision?

Casual

Careful

*Influenced by experience

Q9. Does your soap act as a status symbol for you? Definitely

Q10. What do you feel is the X- factor of your soap? Gentle effect on skin

Q11. From where do you usually buy your soap?

Super market/ Mall

*Mom and pops stores

Q12. If the soap you use is not available in the store, will you buy any other soap?

No

Q13. Are you sensitive to price fluctuations? Sensitive to more than 20%

fluctuations


4/4

Q14. If the soap stops or reduces it promotional activity, will that affect your

decision making process? Not at all

Q15. To what extent are you satisfied with the soap which you are currently using?

(1=Dissatisfied, 2=Satisfied, 3=expectations surpassed)

Cost 2

Fragrance 2

Foam/ Lather 3

Colour/ Transparency 3

Glycerine 2

Medicinal 2

Others (specify)

Q16. Will you recommend this soap to others? Yes

Q17. Under what circumstances will you change your brand?

-If its effect is harmful on skin

Conclusion

The interview went on for about 20 min. We covered the key aspects as to what are

the prime factors about a brand that affect a customer the most and drives his/her

decision to buy its product.

In the soap industry, customers are most affected by the service of the product, that

is, the satisfaction of using and applying the soap on the body. Price of soap is never

a major differentiation criterion.

It is the perception that the brand has created in the minds of customer which is

affecting their decision after service. Like pears is liked by the customer as it had

kept and fulfilled its promise of providing expected services, but also its advertising is

so elegant and pure that it acts as a status symbol for the customer.

So quality and service are the major deciders. But then the marketing of the product

also matters as it helps differentiating the target market.

Documents

Report on Consumer Behaviour Assignment