Marketing Management - IConsumer Behavior Exercise A mundane product costing less than Rs.100.Product Category: Shampoo (New to the consumer)Brand Chosen: Clinic All Clear (HUL) (New to the consumer)Who was the decision making unit?• Who bought the product or service?The product was bought by the consumer itself for personal use.• Identify all those who played a role in the decision process. What role did they play?Purchasing the product was a personal decision as it was bought for personal use. However awareness of the product was gained through TV commercials. The commercials created a remembrance effect and helped in recognizing the product instantly. Reviews from friends who had used the products ...view middle of the document...
There was not much time spent in deliberation, apart from talking to friends about it over a casual conversation, as there were only 2 products being considered and the amount spent was not very significant.Characterize the decision-making process.• What triggered the process?Solution for the sudden problem of dandruff and hair fall and need for personal hygiene triggered the process and the need for this product.• Was there an information search? How was the search conducted? How much information was collected? What sources were used? When in the process was information gathered?Not really. There was not much information search as such as the product availability was already known due the repeat telecast of commercials. However, a causal conversation with friends who had used similar products served as an important decision-making criteria.• How many alternatives were evaluated? Why those?Another alternative, Head and shoulder was evaluated as the tele-commercials were mainly for these 2 products. This product was evaluated because it offered similar solutions.• How was the final choice determined?The final choice was made keeping in mind the views received from the friends who had used both products and also price.Where did the consumer buy?• Why there?The product was bought at a local super market on the way home from work mainly due to the convenience and easy availability.• Which came first: where to buy or what to buy?What to buy came first as the solution to the recently arisen problem was important.
