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As mentioned, Indian people think that oral care was not as important for personal grooming as hair care or skin care and also, only 28% of the respondents brushed their teeth twice a day. So, some of their cognition and the understanding of choosing suitable teeth care product might be lower compare than other products.
According to exhibit 6 table 4, it shows the comparison of consistency between cognitive and affective beliefs of consumers. “Consumers with strong cognitive and strong affective beliefs” and “Consumers with weak cognitive and weak affective beliefs” stated their consistency between the strength of their cognitive and affective beliefs. “Consumers with strong cognitive and weak affective beliefs” and “Consumers with weak cognitive and strong affective beliefs” stated they are inconsistency of that.
The influence of the result to being consistency or inconsistency was because the consumers used to choose the product which they think it fits their needs regarding the problem of their teeth. There have four segments in the table which is, “Freshness”, “Herbal”, “Overall oral care” and “Niche: Problem solving”. For an example, if consumer with both strong beliefs realized that they have niche problem, due to their strong cognitive beliefs, they will go for the “Niche: Problem solving” product (stated 68% in the table), or they know that they have a good condition of their teeth and that is the reason they will go for the “Freshness” product (stated 44% in the table). Vice versa, the result shows that consumers with both weak beliefs are more to choose “Overall oral care” product (stated 40% in the table) was because they believe that segment of product can provide them full protection of their teeth.
And also, the result shows that it’s closely to average (20%-24% in the table) if the consumers with strong cognitive and weak affective beliefs. It was because their weak affective beliefs to the segment
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