CONTENTS

1. Consumer
 Introduction
 Consumer rights
 Consumer responsibilities
 Features
 Advantages and disadvantages
2. Origin of consumer behaviour
 Types of consumer behaviour
 Consumer behaviour patterns
 Advantages
3. Brand
 Introduction to brand
 Identification
 importance
4. Consumer behaviour related to bath soap
 Introduction
 Consumer preferences

5. Example of different brands
 Lux
 Dove
 Lifebuoy
 Dettol
6. Conclusion
CONSUMER
Consumers are people or organizations that purchase products or
services. The term also refers to hiring goods and services. They are
humans or other economic entities that use a good or service.
Furthermore, they do not sell on that item that they bought.

They are the end users in the distribution chain of goods and services. In
fact, sometimes the consumer might not be the buyer.

For example, young children are the end users of toys, but their parents
buy them. Therefore, in the market for toys, the buyer and consumer are
often different people.

Marketing professionals spend their lives studying people who consume.

What drives them to buy something? Why did they chose their
company’s or a rival’s product. We call the study of the process of
buying and then discarding goods consumer behaviour

Adam Smith (1723-1790), a Scottish

pioneer of political economy, once said:
“Consumption is the sole end and
purpose of all production; and the
interest of the producer ought to be
attended to, only so far as it may be
necessary for promoting that of
the consumer.”

Consumer Rights
Even though businessmen know their social responsibilities towards
society, many businessmen exploit the consumers by way of unfair
trade practices, fraud, etc. Therefore, the government of India provides
some rights to consumers under the Consumer Protection Act to
protect their interests. These rights are Right to Safety, Right to
Information, Right to make Choice, Right to be Heard, Right to Seek
Redressal and Right to Consumer Education.
1.Right to Safety

Right to Safety states that a consumer has the right to be protected

against the marketing of hazardous goods and services to their life and
property. It is essential for consumers for their secure and safe life and
consists of concern for the present requirement and long-term interests
of the consumers. Sometimes, a manufacturing defect in the goods like
gas cylinders, electrical appliances, etc., may cause loss to the
consumer’s life, health, and property. Hence, the right to safety protects
the customers from the sale of hazardous goods and services.

2. Right to Information

Right to Information states that a consumer has the right to be informed

about the quantity, quality, purity, price, and standard of goods and
services. The basic aim of this right is to protect consumers from any
abusive and unfair trade practices. The right says that a producer must
supply all the relevant information for consumers at a suitable place.
Because of the right to information, the legal framework of India states
that it is compulsory for the manufacturers to provide the relevant
information on the package and label of the product.
3. Right to make Choice/Right to Choose/Right to be Assured

Right to Choose states that a consumer has the right to choose the
goods and services of their choice or liking. In simple terms, it means
that the consumers are given an assurance of ability, availability, and
access to different products and services at a competitive price. A
competitive price here means a fair price. The retailers, manufacturers,
or traders cannot force the consumers to purchase a specific brand
only, the consumers can choose any brand they find suitable from their
point of view.

4. Right to be Heard/Right to Representation

Right to be Heard states that a consumer has the right to be heard or

advocate his/her interest or represent himself/herself. In simple terms, if
a consumer has been exploited by a business or has a complaint
regarding a business, good, or service, then he/she has the right to be
heard and assured that his/her interest would be taken into
consideration. For the fulfilment of this right, it is essential for the
companies to have a complaint cell, so they can attend to the
complaints of customers. Besides, the Right to be Heard also includes
the right to representation in the government and other bodies making
policies related to consumer protection.

5. Right to Seek Redressal

redressal and get compensation against exploitation or any other unfair

trade practices. In simple terms, this right aims at assuring justice to the
consumer against exploitation. The compensation can be in form of
money, replacement of goods, or repair of defective goods according to
the satisfaction of the consumer. For the accomplishment of this right,
the government has set up various redressal forums at the state level
and national levels Right to Seek Redressal states that a consumer has
the right to seek

6. Right to Consumer Education

Right to Consumer Education states that a consumer has the right to

acquire the required knowledge and skills to be an informed consumer.
Literate consumers can easily attain required information, know their
rights, and take actions, but illiterate consumers cannot. Therefore, this
right assures that illiterate consumers can seek information regarding
their rights, existing acts, and agencies set up for their protection. For
the same reason, the government of India has made it compulsory to
add consumer education to the school curriculum and various university
courses. To make consumers aware of their rights, the government is
also using media and putting its money to good use.

Consumers’ Responsibilities

In order to protect the interests of consumers, government and non-

government organisations have made various efforts. But, these efforts can
be helpful and can stop exploitation only when the consumers themselves
will understand their responsibilities and move forward to safeguard their
interests. Some of the responsibilities of consumers are as follows:
1. A consumer must exercise his/her right
The Consumer Protection Act grants various rights to the consumer,
such as right to seek redressal, right to safety, right to be heard, right to
choose, etc. But these rights can prove to be useful only when the
consumer exercises these rights. In other words, a consumer must
choose the product according to his/her taste and preferences, must
file a complaint if the quality of the product is not satisfactory, and must
be aware of his/her rights and exercise them when required.
2. A consumer must be cautious
It is the responsibility of the consumer not to blindly trust the words of
the seller. He/she must first attain full information on the quantity, price,
quality, standard, etc., of the product or service. By being cautious, the
consumer can most of the time avoid exploitation or unfair practices.
3. A consumer must be quality-conscious
If the consumers stop compromising on the quality of products, then
only the problems of adulterated products, duplicate products, and
substandard products can be resolved. Therefore, while purchasing
goods or services, a consumer must look for quality marks, like ISI
marks, Agmark, etc.
4. A consumer should file complaints for the redressal of genuine
grievances
Usually, when a consumer receives a defective good or service, he/she
tends to ignore the loss suffered. However, this attitude of the
consumers of not filing a complaint encourages the businessmen to
practise unfair trade practices to supply bad quality or defective goods
and services. It is the responsibility of the consumer to file a complaint
even when the loss is small. The awareness towards filing a complaint
for any unfair practice will then make the seller conscious to supply
good quality, non-defective goods and services. However, the
consumers must complain with a genuine grievance and should not
exaggerate the defect or loss of goods.
5. A consumer must insist on a cash memo
Consumers usually do not ask for a cash memo after making a
purchase of goods and services, and the cash memo is compulsory as
evidence of purchase while filing a complaint. A seller is bound to give
a cash memo to the buyer even if he/she does not ask for it. However,
a consumer must ask the seller for a cash memo to file a complaint and
get compensation.
6. A consumer should not get carried away by advertisements
Advertisements of products or services tend to exaggerate their
features and quality. While making a purchase for goods and services,
a consumer must compare the actual use of that good with the use told
or shown in the advertisement. And if there is any change in the actual
use and described use or discrepancy, then the consumer must bring
this to the notice of the sponsor of the advertisement, so they can stop
the exaggerated qualities.
7. A consumer should use the products safely
Before using a product or service, a consumer has the responsibility to
first read its user manual, learn about the risks associated with them,
and use the goods safely.
8. A consumer must be honest
While making a deal with the seller, a consumer should be honest and
not engage in any illegal trade, and should also discourage black
marketing, hoarding, etc.
9. Save Environment
A consumer is also responsible for keeping the environment safe.
He/she can do so by avoiding contributing to pollution, waste, and
littering.
10. Form Consumer Organisation
Consumers should also form consumer organisations or societies to
play an active role in the education and protection of their interests.
Features

Credit and Guarantee – New

motives for purchase are getting
their way rapidly because of
having credit and guarantee
facility available in the market.
Such facilities are developing the
trade and commerce.
Credit and Guarantee – New
motives for purchase are getting
their way rapidly because of
having credit and guarantee
facility available in the market.
Such facilities are developing the
trade and commerce.
Credit and Guarantee – New
motives for purchase are getting
their way rapidly because of
having credit and guarantee
facility available in the market.
Such facilities are developing the
trade and commerce.
Credit and Guarantee – New
motives for purchase are getting
their way rapidly because of
having credit and guarantee
facility available in the market.
Such facilities are developing the
trade and commerce.
1. Bargaining – A trend of bargaining is often found in the behaviour of
buyers. They prefer buying goods by reducing the price as told by the
seller. Indian buyers too do not frame uniform price policy. The trend of
bargaining is still in vogue in the Indian markets.
2. Quality vs. Price – Buyers focus on price instead of the variety of
the goods. They therefore, prefer high price goods. A little bit change
has come now because the consumers have now begun purchase of
quality goods on higher price.
3. Brand or Trademark Consciousness – It is the characteristic of the
behaviour of buyer that he appears now aware of the brand of items
and considers these goods authentic and of higher quality.
4. Changing Consumption Patterns – Owing to widespread
education, increase in income and standard of living as also desire of
more comforts, the pattern of consumption is now being changed. The
low income group and high income group are increasingly buying
fridge, tape recorder, cooler, sewing machines etc.
5. Role of Women – The role of women is increasing day to day in the
manner of decisions for purchase. The women do purchase of all kinds
particularly in families where the husbands earn the bread.
6. Credit and Guarantee – New motives for purchase are getting their
way rapidly because of having credit and guarantee facility available in
the market. Such facilities are developing the trade and commerce.
7. Complaining – Buyers are gradually being aware of their rights.
They have started exhibiting their complaints through media and the
representations before the concerned authorities and the forums. They
can lodge their complaint before consumer forum and thus, can receive
the compensation against the damage/loss so sustained.
Advantages:
There are certain advantages of cooperative stores. They are:

1. Unlike other retailers, cooperative stores supply quality goods.

Consumers are thus saved from adulteration and other malpractices.

2. As consumers are the owners and managers of such stores, genuine

requirements of the majority of consumers can be met. In other words,
goods required by a majority of the customers are always dealt by such
stores.

3. Cooperative societies are an important form of democratic business

enterprise because of its diffused ownership. As a result, no single group
can secure control over the organisation.

4. Such stores are able to sell goods at a comparatively cheaper price

than other retailers. This is possible due to two reasons. Firstly, these
stores purchase commodities from the manufacturers or the wholesalers
directly. Thus, they avail trade discounts and at the same time they are
able to eliminate middlemen and their profits.
Secondly, these stores are never established for profit-making, rather
the primary objective is to render service to society, that is, to make
goods available to the consumers. As a result, members get
commodities at a reasonable price from such stores.

5. It makes members feel a sense of belongingness to the society.

6. It develops managerial ability amongst members.

Disadvantages:

1. It caters to the needs of small and medium-income groups.

2. There is too much dependence on the honesty, integrity and loyalty of

members and workers.

3. There is lack of proper sales promotion drives by the sales force of

these stores.

4. Management of such stores usually rests in the hands of amateurs.

Professional managers cannot be hired due to lack of funds.

Cooperative stores have not been much successful in India. This is due
to the negligence of their basic principles. Some of the inherent
difficulties they face are credit sales, high operating cost, dishonesty of
managing members, etc.

Some other reasons for its failure are lack of business experience, lack
of interest, enmity among members, lack of efficient management,
granting of more credit leading to mounting bad debts, etc. However, by
paying proper attention to the above shortcomings, these stores can be
successfully operated.

Origins of consumer behaviour

In the 1940s and '50s, marketing was dominated by the so-
called classical schools of thought which were highly descriptive and
relied heavily on case study approaches with only occasional use of
interview methods. At the end of the 1950s, two important reports
criticized marketing for its lack of methodological rigor, especially the
failure to adopt mathematically-oriented behavioral science research
methods.[2] The stage was set for marketing to become more inter-
disciplinary by adopting a consumer-behaviorist perspective.
From the 1950s, marketing began to shift its reliance away
from economics and towards other disciplines, notably the behavioral
sciences, including sociology, anthropology, and clinical psychology.
This resulted in a new emphasis on the customer as a unit of analysis.
As a result, new substantive knowledge was added to the marketing
discipline – including such ideas as opinion leadership, reference
groups, and brand loyalty. Market segmentation, especially demographic
segmentation based on socioeconomic status (SES) index and
household life-cycle, also became fashionable. With the addition of
consumer behavior, the marketing discipline exhibited increasing
scientific sophistication with respect to theory development and testing
procedures
Consumer behaviour entails "all activities associated with the purchase,
use and disposal of goods and services, including the consumer's
emotional, mental and behavioural responses that precede or follow
these activities."[6] The term consumer can refer to individual consumers
as well as organisational consumers, and more specifically, "an end
user, and not necessarily a purchaser, in the distribution chain of a good
or service."[7] Consumer behaviour is concerned with:[8]

 purchase activities: the purchase of goods or services; how

consumers acquire products and services, and all the activities
leading up to a purchase decision, including information search,
evaluating goods and services, and payment methods including
the purchase experience
 use or consumption activities: concerns the who, where,
when, and how of consumption and the usage experience,
including the symbolic associations and the way that goods are
distributed within families or consumption units
 disposal activities: concerns the way that consumers dispose
of products and packaging; may also include reselling activities
such as eBay and second-hand markets

Types of Consumer Behaviour

There are four main types of consumer behavior:
1. Complex buying behaviour - This type of behaviour is
encountered when consumers are buying an expensive, infrequently
bought product. They are highly involved in the purchase process
and consumers’ research before committing to a high-value
investment. Imagine buying a house or a car; these are an example
of a complex buying behavior.

2. Dissonance-reducing buying behaviour - The consumer is

highly involved in the purchase process but has difficulties
determining the differences between brands. ‘Dissonance’ can
occur when the consumer worries that they will regret their
choice. Imagine you are buying a lawnmower. You will choose
one based on price and convenience, but after the purchase,
you will seek confirmation that you’ve made the right choice.

3. Habitual buying behaviour - Habitual purchases are

characterized by the fact that the consumer has very little
involvement in the product or brand category. Imagine grocery
shopping: you go to the store and buy your preferred type of bread.
You are exhibiting a habitual pattern, not strong brand loyalty.

4. Variety seeking behaviour - In this situation, a consumer

purchases a different product not because they weren’t satisfied with
the previous one, but because they seek variety. Like when you are
trying out new shower gel scents.

Customer behaviour patterns

Buying behaviour patterns are not synonymous with buying habits.
Habits are developed as tendencies towards an action and they
become spontaneous over time, while patterns show a predictable
mental design.
Each customer has his unique buying habits, while buying behaviour
patterns are collective and offer marketers a unique
characterization. Customer behaviour patterns can be grouped into:

1. Place of purchase
Most of the time, customers will divide their purchases between
several stores even if all items are available in the same store. Think
of your favorite hypermarket: although you can find clothes and
shoes there as well, you’re probably buying those from actual
clothing brands.

When a customer has the capability and the access to purchase the
same products in different stores, they are not permanently loyal to
any store, unless that’s the only store they have access to. Studying
customer behaviour in terms of choice of place will help marketers
identify key store locations.

2. Items purchased
Analizing a shopping cart can give marketers lots of consumer
insights about the items that were purchased and how much of each
item was purchased. Necessity items can be bought in bulk while
luxury items are more likely to be purchased less frequently and in
small quantities.

The amount of each item purchased is influenced by the perishability

of the item, the purchasing power of the buyer, unit of sale, price,
number of consumers for whom the item is intended, etc.

3. Time and frequency of purchase

Customers will go shopping according to their feasibility and will
expect service even during the oddest hours; especially now in the
era of e-commerce where everything is only a few clicks away.
It’s the shop’s responsibility to meet these demands by identifying a
purchase pattern and match its service according to the time and
frequency of purchases.

One thing to keep in mind: seasonal variations and regional

differences must also be accounted for.

4. Method of purchase
A customer can either walk into a store and buy an item right then
and there or order online and pay online via credit card or on
delivery.

The method of purchase can also induce more spending from the
customer (for online shopping, you might also be charged a shipping
fee for example).

The way a customer chooses to purchase an item also says a lot

about the type of customer he is. Gathering information about their
behavior patterns helps you identify new ways to make customers
buy again, more often, and higher values.

ADVANTAGE OF STUDY OF CONSUMER BEHAVIOUR:

1. Saves from disaster The failure rate of new product is surprisingly

high not only in highly competitive economies of USA, Europe and
Japan etc. but even in India. For instance, Roohafza of Hamdard
succeeded well but when other companies tried like the Dabur to
produce similar products they could not succeed. Dabur had to stop
production of Sharbat, because consumers did not like its taste.
Meghee became very popular with consumers but when other
companies tried they failed.

2. Helps in Development of New products Before launching a new

product proper study of consumer taste behaviour avoids later
failure and loss. This is particularly true for food items and daily
consumption products. It is equally true for fashion goods like
garments, cosmetics, cigarettes and new flavours of existing
products. In certain cases if a product is reintroduced after a long
gap this type of study helps.

3. Helps in reorientation of packaging A great deal of importance is

being given to packaging for quite some time by marketing
department and marketing research. But whether a particular
packaging is liked by consumers or not is a recent phenomenon.
Consumer if likes say packing helps in pushing sales.Producers of
vanaspati ( hydrogenated oil), milk, drinks items, etc. have developed
utility packaging so that can be used for refilling. In certain cases this
fact is advertised also

.4. Helps in product orientationThe study of consumer behaviour

helps find- out why consumer’s are drifting away from a product or
why they are not liking it. for instance, some of Indian toothpastes
are being produced for long like Neem but it could not capture the
market. There are many other instances when a new product has
been developed or reoriented to again capture its old glorious
position.

5. Helps in Formulating Right Marketing Strategy If one studies well

what factors will influence demand of a product accordingly
production and marketing strategies can be framed. Nirma in initial
stages succeeded in its washing powder only on account of its price.
It gave tough competition to Hindustan Lever, surf the market leader
and today Nirma has become a big producer.In food item its taste
which decides whether customer will buy it or not . Besides big
names event small producers have succeeded because of proper
product.

What is a brand?
A brand is a product, service or concept that is publicly distinguished
from other products, services or concepts so that it can be easily
communicated and usually marketed.

Branding is the process of creating and disseminating the brand name,

its qualities and personality. Branding could be applied to the entire
corporate identity as well as to individual products and services or
concepts.

Well-known advertising copywriter and ad agency founder David

Ogilvy defined a brand as: "the intangible sum of a product's attributes:
its name, packaging, and price, its history, its reputation, and the way it's
advertised."

How are brands identified?

Brands are often expressed in the form of logos and graphic
representations of the brand In computers, a modern example of
widespread brand application was the "Intel Inside" label provided to
manufacturers that use Intel's CPUs.

A company's brands and the public's awareness of them are often used as
a factor in evaluating a company. Corporations sometimes hire market
research firms to study public recognition of brand names as well as
attitudes toward the brands.

What Is the Importance of a Brand?

Brands are important because they create value for corporations and
individuals. They also provide a competitive edge in the market against
an entity's competition. Successful branding augments a company's
customer base, which creates trust and credibility, leading to brand
loyalty—all of which give a company a competitive edge in the market
and a bigger bottom line.

Consumer behaviour related to different bath soap brands:

ABSTRACT

Bathing soap are fast moving consumer goods that have seen a surge in their
sales in the past few decades in India more and more people are opening up to
the idea of experimenting and trying out newer bath soap. This study is attempt
to cover the various factors that influence the buying decision of consumers
who plan to purchase and or used bath soap. FMCG sector is the fourth largest
sector in India touching everybody life’s in everyday. The FMCG goods sector
is vital contributor to Indi’s gross domestic products, in the field of consumer
behaviour is the study of individual, group, organization and the process is used
to select, secure, use and dispose of products and services that satisfies their
needs. The Indian soap industry includes about 700 companies with combine
annual revenue about $17 billion and also spread all the major metropolitan
cites. India per capita consumption of soap is at 460 grm Per annum. The Indian
market capitalization of bath soap industries is 70% of India’s population
resident in rural area and 50% soaps are sold in rural market. Keywords:
Consumer buying behaviour, FMCG, Bath Soap, Demographic factors,
Psychographic factors, Behavioural factors.

INTRODUCTION

modern urban life style and increase in consumer awareness have affected by
buyer behaviour in cities, town , even rural areas. India is set to grow into the
fifth largest consumer market in the The Indian consumer market has higher
disposable income, the development of world by 2025. In this scenario, creating
customer loyalty is now a whole new challenge. These demographic shifts have
also created the need for leader who can keep pace with change and identify
with and predict future demand. This study is basically emphasis on influencing
factor on Indian consumer buying behaviour towards the bath soap on the basis
of demographic, psychographic, behavioural factors.

CONSUMER PREFERENCES
Consumer preferences are varied and are more regionally specific. India is
divided into four regions: North, East, West, and South. Consumers in the North
prefer pink coloured soaps, which have floral profiles. Here the fragrance
preference is for more sophisticated profiles reflecting their lifestyles. Freshness
soaps with lime and citrus notes are also popular preferences as the climate in
the North is very hot and citrus/lime scented soaps are seen to be refreshing.

EXAMPLE OF SOME SOAP BRANDS:

Top Soap Brands – Lux, Dove, Lifebuoy, Dettol

LUX -

Product type :Beauty

Soap Country :USA
Introduced :1924
Markets : Worldwide

Lux is a global brand developed by HUL.

The range of products includes beauty soaps, shower gels, bath additives,
hair shampoo and conditioners.

Features:

 lux possesses a very strong network of market research. Door to

Door surveying and sampling is done annually in rural as well as
urban areas selectively.
 Lux has a very wide range of products to offer.
 Lux possesses a very strong image in the market.
 The focus of lux is going strong on beauty segment.
 The brand has innovative sales promotion lactics that spread across
different form of media – print, electronic and social.
 DOVE -

Product type : Personal care

Soap country : United States
Market : Worldwide

 Dove is a personal care brand owned by HUL(Hindustan unilever limited)

 Products include; antiperspirants/deodorants, body washes, beauty bars,
lotions/moisturizers, hair care, and facial care products.
 Dove proved successful by assuring that it contained moisturizers.
 The dove beauty bar was first developed and introduced in the Netherlands in
1955 when unliever purchased a dutch soap factory.

Features-

 Dove always aims to deliver products which tangibly improve

the condition of skin or hair and give a pleasurable experience
of care.
 Dove’s social mission is to help encourage girls to develop a
positive relationship with beauty, helping to raise their self-
esteem and thereby enabling them to realise their full potential.
 Dove is the largest premium brand in the Hindustan Unilever
portfolio, says Rajaram Narayanan, vice president, hair care
and lakme,HUL.

Lifebuoy -
 Product type : Personal Use
Soap country : England
introduced : 1895
market : Worldwide

 Lifebuoy is a brand of soap containing phenol marketed by HUL.

 Lifebuoy was introduced by Lever Brothers in 1895 in England as the
second oldest soap brand.
 Lifebuoy is available in bar soaps, liquid hand wash, hand sanitizer
and talc.

Features –

 Lifebuoy Aims to make a difference by creating accessible

hygiene products(soap) and promoting healthy hygiene habits.

With this in mind, Lifebuoy aims to change the hand washing

behaviour of 1 billion people by 2015.

 Lifebuoy looks to consistently innovate and provide accessible

hygiene a health products to a wide variety of consumers.

 The vision also commits the lifebuoy brand team to visible

action, inspiring projects that motivate consumers to improve

their hygiene behaviour.

Dettol -
 Product type : Personal use
Soap country : India
Introduced : 1933
Market : Worldwide

 Dettol is the trade name for a line of hygiene products. It has been in
use since before the 1950s.
 Dettol bar soap contains antibacterial agents that provide trusted Dettol
protection.
 It cleanses and protects your skin for a hygienic clean and a healthy
refreshing feeling everyday. Contains skin moisturising agents.

Features -

 Dettol has become a household name in the hygiene category;

Its product line includes antiseptic liquid, soaps, liquid hand
wash, hand sanitizer, body wash, shaving cream and
medicated plasters.
 Dettol captured the Indian market even before the 1950s, and
till today. The brand has not lost its strength.
 In India , Dettol as a brand stands for “trusted protection”.

ADVANTAGE OF STUDY OF
CONSUMER BEHAVIOUR:
1. Saves from disaster
 The failure rate of new product is
surprisingly high not only in
highly competitive economies of
USA,
Europe and Japan etc. but even in
India. For instance, Roohafza of
Hamdard succeeded well but
when
other companies tried like the
Dabur to produce similar
products they could not succeed.
Dabur had to
stop production of Sharbat,
because consumers did not like
its taste. Meghee became very
popular with
consumers but when other
companies tried they failed.
2. Helps in Development of New
products
Before launching a new product
proper study of consumer taste
behaviour avoids later failure and
loss.
This is particularly true for food
items and daily consumption
products. It is equally true for
fashion
goods like garments, cosmetics,
cigarettes and new flavours of
existing products. In certain cases
if a
product is reintroduced after a
long gap this type of study helps.
3. Helps in reorientation of
packaging
 A great deal of importance is
being given to packaging for
quite some time by marketing
department
and marketing research. But
whether a particular packaging is
liked by consumers or not is a
recent
phenomenon. Consumer if likes
say packing helps in pushing
sales.Producers of vanaspati
( hydrogenated oil), milk, drinks
items, etc. have developed utility
packaging so that can be used for
refilling. In certain cases this fact
is advertised also.
4. Helps in product orientation
The study of consumer behaviour
helps find- out why consumer’s
are drifting away from a product
or
why they are not liking it. for
instance, some of Indian
toothpastes are being produced
for long like
Neem but it could not capture the
market. There are many other
instances when a new product has
been developed or reoriented to
again capture its old glorious
position.
5. Helps in Formulating Right
Marketing Strategy
If one studies well what factors
will influence demand of a
product accordingly production
and
marketing strategies can be
framed. Nirma in initial stages
succeeded in its washing powder
only on
account of its price. It gave tough
competition to Hindustan Lever,
surf the market leader and today
Nirma has become a big
producer.In food item its taste
which decides whether customer
will buy it or
not . Besides big names event
small producers have succeeded
because of proper product.
ADVANTAGE OF STUDY OF
CONSUMER BEHAVIOUR:
1. Saves from disaster
The failure rate of new product is
surprisingly high not only in
highly competitive economies of
USA,
Europe and Japan etc. but even in
India. For instance, Roohafza of
Hamdard succeeded well but
when
other companies tried like the
Dabur to produce similar
products they could not succeed.
Dabur had to
stop production of Sharbat,
because consumers did not like
its taste. Meghee became very
popular with
consumers but when other
companies tried they failed.
2. Helps in Development of New
products
Before launching a new product
proper study of consumer taste
behaviour avoids later failure and
loss.
This is particularly true for food
items and daily consumption
products. It is equally true for
fashion
goods like garments, cosmetics,
cigarettes and new flavours of
existing products. In certain cases
if a
product is reintroduced after a
long gap this type of study helps.
3. Helps in reorientation of
packaging
A great deal of importance is
being given to packaging for
quite some time by marketing
department
and marketing research. But
whether a particular packaging is
liked by consumers or not is a
recent
phenomenon. Consumer if likes
say packing helps in pushing
sales.Producers of vanaspati
( hydrogenated oil), milk, drinks
items, etc. have developed utility
packaging so that can be used for
refilling. In certain cases this fact
is advertised also.
4. Helps in product orientation
The study of consumer behaviour
helps find- out why consumer’s
are drifting away from a product
or
why they are not liking it. for
instance, some of Indian
toothpastes are being produced
for long like
Neem but it could not capture the
market. There are many other
instances when a new product has
been developed or reoriented to
again capture its old glorious
position.
5. Helps in Formulating Right
Marketing Strategy
 If one studies well what factors
will influence demand of a
product accordingly production
and
marketing strategies can be
framed. Nirma in initial stages
succeeded in its washing powder
only on
account of its price. It gave tough
competition to Hindustan Lever,
surf the market leader and today
Nirma has become a big
producer.In food item its taste
which decides whether customer
will buy it or
not . Besides big names event
small producers have succeeded
because of proper product.
CONCLUSION
They are able to realize the need of the product, extensive awareness of the
product, and suitable information sources of the product. They derive
characteristics through their experience of the product and make careful study
on the negative effect and quality of product.
Reliability of soap on skin, freshness, fragrance, moisturizing effect,
packaging, brand and side effects are the most important factors while
purchasing soap. Medical value, availability, popularity and promotional offers
are the moderating factors while buying soap. They are able to collect
information of the product through Television advertisements.
Consumer prefers the product, making the purchasing decision and expressing
the satisfaction level. The consumers have the tendencies brand shift if not
satisfied with the utilization of the product as well as availability in the market.
In the post –purchase satisfaction in consumers of predominant brand image and
quality of the product is important.
The success of a firm depends largely on its capability to attract consumers
towards its brands. In particular, it is critical for the survival of a company to
retain its current customers, and to make them loyalty the brand.
 16% prefer medicated or herbal soap
 28% prefer branded product
 Basically people use soap for cleaning purpose and germs
protection purpose.
 Dettol highly use product by the consumer for germs and cleaning
purpose.
 Usability of Dove is more compared to other products
 Even though Lux ad other products are more popular still people
prefer Dettol.
 Company should increase availability of the product.
  Dettol is more preferred as compared to price and availability.

REFERENCES

1. Aaker, D. A., (1991). “Managing brand equity capitalizing on the value of a

brand name”. New York: Free Press.
2. Agarwal, Z, Wani, S &Senith, S. (2017). Impact of Brand on Consumer
Buying Behavior. World Wide Journal of Multidisciplinary Research and
Development, Volume 3(9), 1-6.
3. Gayatri Sasi Tampi & Githa Heggde , “Impact of Organisational Initiatives
on Internal Branding – Evidence from Indian it Organisations in Bangalore”,
International Journal of Human Resources Management (IJHRM), Vol. 7, Issue
4,pp. 1-10
4. Ahuja, N. (2015). Affect of Branding on Consumer Buying Behavior: A
Study in Relation to Fashion Industry. International Journal of Research in
Humanities & Social Sciences, 3(2),.
5. Ashraf, M, Naeem, M &Shahzadi, M. (2017). Impact of Branding on
Consumer Buying Behavior: An Evidence of Footwear Industry of Punjab,
Pakistan. International Journal of Academic Research in Business and Social
Sciences, Volume-VII (7),

6. Chaudhuri A. Consumption, emotion, and perceived risk: a macro analytic

approach. J Bus Res 1997;39(2):81–92.
7. Chegini, F, Molan, S.B &Kashanifar, S.S. (2016). An Examination of the
Impact of Cultural Values on Brand Preferences in Tehran’s Fashion Market.
Procedia Economics and Finance, 36, 189-200.
8. Chovanová, H.H, Korshunov, A.I &Babčanová, D. (2015). Impact of Brand
on Consumer Behavior. Procedia Economics and Finance, 34(XX), 615-621.
9. Erdİl, T.S. (2015). Affects of customer brand perceptions on store image and
purchase intention: An application in apparel clothing. Procedia - Social and
Behavioral Sciences, 207(XX), 196-205.
10. Farris, Paul W.W., Neil T. Bendle, Phillip E. Pfeifer, and David J (2010).
Reibstein, Marketing Metrics: The Definitive Guide to Measuring Marketing
Performance, Upper Saddle River, New Jersey: Pearson Education.
11. Grewal, D., Krishnan, R., Baker, J., Borin, N. (1998) “The affect of store
name, brand name, and price discounts on consumers ‘evaluations and purchase
intentions”, Journal of Retailing, 74(3): 331-352.
12. Hawkins, D. I., et al. (2010). "Consumer behavior." Implications for
marketing strategy 5.
13. Hislop, M. 2001. An Overview of Branding and Brand Measurement for
Online Marketers. Dynamic Logic's Branding, Vol. 101, pp. 1-22.
14. Jaggi, S &Nim, D. (2019). Impact of Advertisements on Consumer Buying
Behavior for Jewellery Purchase. International Journal of Recent Technology
and Engineering (IJRTE), Volume-8 (4),