Super Shampoo

Forward. Thinking.

Master’s in Business Administration

Part Time Sundays (Cohort 17)

Course Code: SB65M

Course Title: Consumer Behaviour

Course Work Assignment: Super Shampoo Case Analysis

I.D. #: 03035233

04012308

620031220

00031288

Lecturer: Dr. Trevor Smith

Due Date: March 30, 2015

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, this encompasses their extended family and friends. Brands tend to be more successful and accepted if they are geared towards the supporting of family values, values of nurturing, care and love. According to Seema Gupta, these values are far more influential than those of achievement and ambitions. Products 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 behaviour.

Successful brands that penetrated the market were found to be advertised in places where families went for a day of entertainment. Also, the respondent profile in Exhibit 7 (page 12) captured a myriad of factors such as the background, identity, aspirations, dreams, media habits, buying patterns and awareness of the Indian consumer or the targeted market. When interviewed, the backbones of all these factors were centered on family. Their feedback related to their roles and relationships in their family and the social acceptance by friends and neighbours and the respect for their family...