8/14/2019 Hair Care - Final - The Incredibles

1/13

CONSUMER BEHAVIOGroup Phase II The Incredibles

Understanding Consumer Behaviou

Girls from Central India on Hair Care

SUBMITTEDBiswadeep Sah

Prajith V M

Prakhar Singh

Somil Joshi

Varun Pilla

SUBMITTED TO :

PROF. NEENA SONDHI

8/14/2019 Hair Care - Final - The Incredibles

2/13

23 Yrs, Female, Single, Hindu,

Indore, MBA student(Indore)

Rs 4000 per month (parents),

Annual Family Income - 8 lakhs PA

Hindi, English, Vegetarian

Culture Hindu

Subculture - Brahmin

Social Class Snathan Brahmin

Buying Pattern A&WN, irregular

Point of Purchase Nearby Kirana

store, Big Bazar etc

Media Exposure

Newspaper- Hindustan Times,

Radio Radio Mirchi, Big FM

External Influences

Personality - Intrinsic

progressive

Personality (Freud) Ego

Emotion - Arousal

Self Concept - Ideal Private Self

& Ideal Social Self

Brand Loyalty - Resists toomuch experimentation but not

brand loyal always

Product Attitude - driven by

cognitive component of

attitude but also influenced by

affective component

Internal Influences

Lifestyle

Savvy

Sophisticates

Experiences & Acquisitions

Experiences & Acquisitions

Needs

Desires

8/14/2019 Hair Care - Final - The Incredibles

3/13

8/14/2019 Hair Care - Final - The Incredibles

4/13

Lifestyle

Savvy

Sophisticates

23 Yrs, Female, Single, Hindu,

Indore, Virgin Mobile

(Ahmedabad), Rs 40,000 per

month, Hindi, English, vegetarian

Annual Family Income - 50 lkh PA,Culture Hindu

Subculture Marwari Jain

Social Class - Shwetambar Jain

Buying Pattern A&WN, irregular

Point of Purchase - Retail Chains

like Big Bazaar, Spencers,

Media Exposure TV Soap

Operas , ET

External Influences

Internal influences

Experiences & Acquisitions

Experiences & Acquisitions

Needs

Desires

Personality - A mix of intrinsic

progressive and traditional

personalities.

Personality (Freud)Superego

Emotion - Pleasure Seeker

Self Concept - Actual PrivateSelf & Ideal Social Self

Brand Loyalty - Brand Loyal

Product Attitude - dominated

by the affective component

8/14/2019 Hair Care - Final - The Incredibles

5/13

CleanHair

PersonalHygine

FeelConfident

SocialAppreciation

Smooth

and GlossyHair

Reducehair

Damage

Confidentin workingoutdoors

8/14/2019 Hair Care - Final - The Incredibles

6/13

8/14/2019 Hair Care - Final - The Incredibles

7/13

HealthyHair

LookAttractive

andBeautiful

Feel

onfident

BetterWork

8/14/2019 Hair Care - Final - The Incredibles

8/13

Lifestyle

Savvy

Sophisticates

24 Yrs, Female, Single, Hindu,

Indore, Software Engineer @ HCL

Technologies(Noida), Rs. 30,000

per month, Hindi/English,

Vegetarian,Annual Family Income

Rs. 10 lakh

Culture Hindu

Subculture Brahman

Social Class Brahman

Buying Pattern 2 times Monthly

Point of Purchase Showrooms in

malls like CSM, TGIP

Media Exposure TV Soap

Operas , ET

External Influences

Internal influences

Experiences & Acquisitions

Experiences & Acquisitions

Needs

Desires

Personality - Both intrinsic

progressive types and

traditional personalities

Personality (Freud) Superego

Emotion - Pleasure Seeker

Self Concept - Mix of IdealPrivate Self, Actual Social Self &

Ideal Social Self

Brand Loyalty - Brand Loyal

Product Attitude - high on the

behavioral component

8/14/2019 Hair Care - Final - The Incredibles

9/13

Clean

Hair

No

hairfallFeel

confidentPresentable

8/14/2019 Hair Care - Final - The Incredibles

10/13

Lifestyle

Savvy

Sophisticates

24 Yrs, Female, Single, Hindu,

Indore, Software Engg. @

TCS(Mumbai), Rs.30,000 /month,

Marwari/Hindi/English,

Vegetarian, Annual Family Income

Rs. 15 Lakh

Culture Hindu

Subculture Vaishnav

Social Class Vaishnav

Buying Pattern every month

Point of Purchase - Branded

Stores like Globus, Pantaloons

Media Exposure TV Soap

Operas , ET

External Influences

Internal influences

Experiences & Acquisitions

Experiences & Acquisitions

Needs

Desires

Personality -Intrinsic

Progressive type

Personality (Freud) Superego

Emotion - Pleasure Seeker

Self Concept - Mix of Ideal Pvt

Self, Actual Pvt Self, Ideal SocialSelf & Actual Social Self

Brand Loyalty - Brand Loyal

Product Attitude - Mainly

influenced by affective

component

8/14/2019 Hair Care - Final - The Incredibles

11/13

HealthyHair

Longand

StrongHair

Look

Attractive

Bepres

8/14/2019 Hair Care - Final - The Incredibles

12/13

Lifestyle

Savvy

Sophisticates

Female Single, Indore,

Hindi/English, Vegetarian,

Annual Avg. Family Income

> Rs. 12 Lakh

Point of Purchase -

Branded Stores like

Globus, Pantaloons

Media Exposure TV

Soap Operas , ET/TOI

External Influences

Internal influences

Experiences & Acquisitions

Experiences & Acquisitions

Needs

Desires

Personality - Intrinsic

progressive & Traditional

types

Personality (Freud)

Ego/Superego

EmotionPleasure Seeker

Self ConceptActualprivate Self & Ideal Social

Self

Product Attitude -

cognitive component /

affective component

8/14/2019 Hair Care - Final - The Incredibles

13/13