Super Shampoo Case

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.

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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 familys 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

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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