PRESENTATION OF CONSUMER BEHAVIOUR

RACHANA RRENISHA JEMI JOHNSANDHYARAGHAVENDRARAHIL AHAMED

• Johnson & Johnson is an American multinational medical devices, pharmaceutical and consumer packaged goods manufacturer founded in 1886.

• The company operates in three segments:

Consumer Products

Pharmaceuticals, and

Medical Devices and Diagnostics.

ROBERT WOOD JOHNSON

CARING FOR THE

WORLD…ONE PERSON AT A

TIME…

• NEEDS:

• Hygienic

• For the safe skin of the baby

• Complete child care

• wants:

• Safety (ex: No tears Shampoo)

Motivation Strategy

Positive Emotional • Have positioned themselves directly to the

consumers emotional state, needs and aspirations

• They have been so successful as it triggers an emotional response in the consumers mind, were they cannot fully rationalize

• Feeling of bonding, companionship and love

INTENTION•Safeguarding the mild, gentle, tender skin from all possible germs and nourishing and keeping it soft and smooth

BENEFITS• Very hygienic in

nature

• Long history of innovation

• The durability of product is moderate

• The design of the product are comfortable , easy to feel, view and use

VALUE• Value of superiority

• Value of quality and credibility

• Value of quality and considerability

• Value of superiority

GOAL = HYEGINE, CARE, SAFETY

CONSUMER PERSONALITY• Softness and innocence• Warmth- a feeling of being happy and loved• Security – a feeling of being cared and saved

from all bad germs• Self respect- a feeling of pride to give the best

to their babies, making them special and being treated with much love and care

• Social approval- a feeling of sharing the space of Johnson and Johnson consumers mind and a feeling of being one among of using a hygienic and a standard product

BRAND PERSONALITY• Sincerity• Genuine• Kind• Family Oriented • Trustful

BRAND PERSONALITY