Consumer Behavior

(MKT 410) Sec: 1

Prepared For:
Mr. Farhan Faruqui
Senior Lecturer, Dept. of Business Administration East West University

Prepared By:
Name Tasfia Raihan Syed Nazer Hossain Md.Mamunur Rahaman Kaniz Fatima Lira Nashia Tasnim Jisa ID 2009-1-10-251 2009-2-10-185 2010-2-10-126 2009-2-10-145 2009-2-13-035

Letter of Approval
December 08, 2010

Mr. Md. Farhan Faruqui Senior Lecturer Department of Business Administration East West University 43, Mohakhali C/A. Dhaka Sub: Submission of the term paper on Clear-shampoo

Dear Sir: In the response of your advice to our group to make a report on Clear-shampoo, under the course MKT 410, we have done the task with the help of different references, primary and secondary data and conceptual knowledge. We have followed standard methodological formation to make all our findings and examined all the references to bring the exact output while preparing this term paper. We have also done a survey and inputted those data on Microsoft Excel. It will be a great privilege for us if you kindly spend some of your valuable time having seen the full paper and give your valuable opinion.

Sincerely yours,

Tasfia Raihan Syed Nazer Hossain Md.Mamunur Rahaman Kaniz Fatima Lira Nashia Tasnim Jisa

2009-1-10-251 2009-2-10-185 2010-2-10-126 2009-2-10-145 2009-2-13-035

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Executive summary

Clear is Unilevers leading anti dandruff shampoo brand. Since its first launch in 1972 in Asia . Clinic all clear has introduced the first ever anti-dandruff shampoo range formulated exclusively for men. In this survey the sample size was 60. From that survey we found that the user of Clear shampoo is mostly Men and the age is between 18- 25. So youth men are mostly use this shampoo. Though, this shampoo has a sector for women. Again from the survey we can see that people are influenced to buy this shampoo because of its effectiveness of reducing dandruff. Most of the surveyed people want to use Clear shampoo next time, And a large amount of people are already using it. Most of the people come to know about Clear shampoo from television advertising and from print media therefore the promotional activities of Clear shampoo is very effective. So they need more promotional activities to ensure customers need and want, and they need to promise people about the effectiveness of removing dandruff. Soon Clear shampoo will be one of the leading anti dandruff shampoo in the market. They challenge people to have a dandruff free hair within 7 days. Clear shampoo will be the next leading brand of anti dandruff shampoo in the market.

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Table of content

1 Introduction:......................................................................................... 6
1.1 1.2 1.3 Origin of the report: ...................................................................................................................... 6 Objective of the report: ................................................................................................................. 6 Scope:............................................................................................................................................ 6

2 Methodology of the report: .................................................................. 7

2.1 2.2 2.3 2.4 Nature of the study: exploiters ..................................................................................................... 7 Primary Source: ............................................................................................................................ 7 Secondary Source: Secondary information was collected from the internet. ............................... 7 Limitations of the reports: ............................................................................................................. 7

3 Company overview: ............................................................................. 8

3.1 3.2 3.3 3.4 Company profile: .......................................................................................................................... 8 Mission:......................................................................................................................................... 9 Few elements of clear shampoo journey: .................................................................................. 9 Product Profile ............................................................................................................................ 11 Women ........................................................................................................................................... 11 Men ................................................................................................................................................. 11 Unisex ............................................................................................................................................. 11

4 Analysis of consumer Behavior:........................................................ 12

4.1 4.2 4.3 4.4 4.5 Profile of the Target Market: ...................................................................................................... 12 Memory: ...................................................................................................................................... 21 Positioning of Clear Shampoo: ................................................................................................ 23 Self concept:................................................................................................................................ 24 Perceptual mapping:.................................................................................................................... 26

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5 Attitude: ............................................................................................. 27
5.1 5.2 5.3 5.4 5.5 5.6 5.7 ATTITUDE FORMATION AND CHANGE: ............................................................................ 27 Attitude component:.................................................................................................................... 28 Changing cognitive component: ................................................................................................. 30 Measurement of behavior component: ........................................................................................ 30 Changing behavioral components: .............................................................................................. 32 Changing Affective components:................................................................................................ 33 Component Consistency: ............................................................................................................ 34

6 Conclusion ......................................................................................... 36 7 Reference ........................................................................................... 37 8 Appendix ............................................................................................ 37 9 Questioner .......................................................................................... 38

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1 1.1

Introduction: Origin of the report:

East West University is an institution that promotes eastern cultures and values and meaningfully blends eastern and western thought and innovation. To do this it provides undergraduate degree on different major subjects like Marketing .Finance, HRM, Economics etc. Consumer Behavior (MKT-410) is one of the courses of Marketing major. Precisely it teaches us how individual feel, think, and act in the market place. While doing this course, we have learned the factors of influencing a buyers decision, learn ing, attitude, memory, self- concept and so many other important things. To implement all of those or in other way to practically experience those issues MR. Farhan Faruqui, course teacher of Consumer Behavior has given us this term paper on CLEAR SHAMPOO. 1.2 Objective of the report:

By doing this report, we will be able to know the target markets profile of CLEAR shampoo, their buying motive and preference. We will also be able to know the current market situation of CLEAR shampoo. We will be exploring the facts, how individuals get influenced toward CLEAR shampoo. What they feel about different shampoo and what are the comparisons. This report will also let us know the possible recommendation for CLEAR shampoo. 1.3 Scope:

The report is prepared concentrating on CLEAR shampoo.The area of survey was only in Dhaka city. So all the conjectured will be made on the city area specially in our own campus. It is a comprehensive report based on structured questionnaire survey, data, calculation, peoples opinion, our perception and knowledge and books of consumer behavior.

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Methodology of the report:

2.1

Nature of the study: exploiters Source of information: Both primary and secondary sources

2.2

Primary Source: Primary sources were random individual .The following factors

were considered to collect information. Sampling method: Convenient Sampling. Information Collection instrument: Structured questionnaire for the respondents. Sample size: 60 individuals. 2.3 Secondary Source: Secondary information was collected from the internet.

Analysis of information: Statically technique through MS Excel was used to analysis the collected data, Average, weighted were used here. Presentation of information: Collected and calculated information are presented in graphical forms. 2.4 Limitations of the reports:

While preparing the report, we had to face some problems: For the sake of official secrecy, the concerned officials did not provide enough information. Age limitation was one of the major problems. Limited time causes a big problem. Lacking of the information among customer was another major problem. In many cases, we found some people who did not interested to cooperate. Political condition of the country was also interrupting our survey.

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3 3.1

Company overview: Company profile: Clear is Unilevers leading anti dandruff shampoo brand. Since its first launch in 1972 in

Asia, the Clear formulation has continuously evolved with intensive research and clinical trials conducted by scientists at the Clear Paris Institute. With a constant focus on leading edge technology, Clear is pegged as the worlds leading scalp care shampoo. Clinical research shows that dandruff and other scalp problems like dryness originate deep under the scalp. Washing away visible flakes on the surface does little to treat the root cause, which is a weak and damaged scalp barrier. Thus, dandruff keeps coming back. Experts at Clear understand that scalp is skin. Therefore CLEAR has partnered with the worlds leading dermatologists from the International Academy of Dermatology (IACD) to bring the scalp nutrient technology new CLEAR with Nutrium 10 to its consumers. To address the different needs of male and female scalp, Clear has come up with Nutrium 10 technology for women and Pro Nutrium 10 for men. Combining the benefits of pro-vitamins, minerals and sunflower oils, Nutrium 10 treats dandruff at the root: nourishes the scalp to eliminate flakes, soothes dryness and repairs the scalp barrier to strengthen its natural resistance. New CLEAR Anti-Dandruff Shampoos Nutrium 10 has been identified by IACD as the scalp care technology that will lead the paradigm shift in scalp care management. It took years in the making and is a part of CLEARs mission to deliver the most effective anti dandruff shampoo for healthy scalp and hair. This technology will contribute not only to better scalp health, but also improve dandruff sufferers quality of life.

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3.2

Mission:

Their mission is to deliver the most effective anti dandruff shampoo for health scalp and hair. 3.3 Few elements of clear shampoo journey:

Clinic all clear has introduced the first ever anti-dandruff shampoo range formulated exclusively for men. The two variants in the new range are clinic all clear active sport and clinic all clear hair fall decrease. Clear shampoo always promotes any celebrity for banding their product. They mainly used sports man or any good looking actor for their clear for men shampoo.

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Again they are using very attractive actress or model for their promotional activities from all over the world. Like:

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3.4

Product Profile

CLEAR believes that having a problem-free scalp (without dandruff, itch, dryness or greasiness) allows you to leave behind your inhibitions so you can make the maximum impact. That is why Clear is the scalp expert that: offers customized solutions for holistic scalp health and helps you harness the power of the healthy scalp as the foundation for healthy, impactful hair. CLEAR variants are Women Soft and Shiny - Transforms hair from dry to lusciously soft and shiny Anti-Hair Fall - Strengthens from the root to tip and increases hairs defense against hairfall and breakage Men Cool Sport Menthol - With active menthol, for all scalp and hair types Anti Hairfall- With Pro-Strength Ginseng Technology for weakened

Unisex Complete Active Care - Quenches thirsty scalp and hair with essential nourishment Ice cool Menthol - Refreshes and revives scalp and hair with an invigorating burst of menthol freshness

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4 4.1

Analysis of consumer Behavior: Profile of the Target Market:

An overall view of the target market based on demographic, psychographic and socio-economic factors will be discussed thoroughly in this part of the report. From this discussion it could easy to find sum of all potential target customers age, sex, and the income. This section has been discussed depending on the result of the survey that we have done on 60 people. 4.1.1 Demographic Factors: Demographic factors include size, location, age income, gender etc. Considering all these factors we have made a questionnaire consisting 60 questions and a survey has done to different customers. After surveying we found some information which is given below From the survey we found the result of demographic factors which are described below.

Gender:

Most of the product are deigned to target specific group of customer. Based on this, we have divided our total customer in two groups that are male & female. We made our survey based on 60 peoples opinion. Among these people 70% were male and 30% were female.

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total survey gender

male female 30% 70%

clear shampoo consumers gender

male female 10%

90%

We found from survey result that among these 70% male, 90% are Clear shampoo customer and among these 30% female, 10% are the customer of clear shampoo. According to our survey finding result, it is understood easily that most of the customers of Clear shampooare male.

Strategy: Since most of the customers of Clear shampooare male, they should give more concentration on female customer as well. By using renewed personalities or celebrities in marketing activities, they should connect or adopt its product more with female customer. They should give advertisement for its target customer. Media can be used like TV commercial or Magazine. Play advertisement in between the programs like drama, cinema, cooking program for female.

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Age:

Age is the crucial factors to find out the consumer behavior toward Clear shampoo. It affects consumer life style and self concept, attitude, norms. We asked questions to different ages people to find out the variation in consumer behavior in deferent ages From the total survey we found the maximum age is between 18-25 groups. Among the entire sample we see that 63% consumers of the Clear shampoo are between 18-25 ages, 19% consumers are between 26-35 ages, 11% are between 36-45 ages and 7% consumers are between 17& below. So from pi- chart, it is easy to say that most of the consumers of Clear shampoo are young professional, university students who use Clear shampoo In most of the cases.

age
12% 17% 67% 4% 0% 17 and below 18-25 26-35 36-45 46-55 19% 11%

clear shmpoo consumers age

7% 18-25 63% 26-35 36-45 17 & below

Strategy: They should give concentration on middle age groups whose most of them age between 30-39 years or more than that. They should use young and stylish celebrities and attractive TV commercial to grab the attention more whose age below 30 years. They should make available shampoo so that consumer can buy it easily.

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 Give more concentration on affectivity because young generation consumer wants this.

Income:

Income has great influence on consumer buying decision of shampoo. Whose income level high, they can easily buy high priced shampoo, but whose income level low, they cannot do it. From survey we got the information about consumer income level. Below in pie chart , we can see that 45 % consumers of Clear shampoowhose income are between 30000-50000, 22% are 90000-above, 20% are between 60000-80000 and 13% are between below 20000,

Average family income:

22% 13% Below 20,000 20% 45% 30,000 50,000 60,000 80,000 90,000- above

Strategy: Give more focus on upper middle class and middle class people, here woes income 30000-50000 most of them are executives who use Clear shampooin their daily life.

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 Offer different quality shampoo packets at different prices for different income level consumer. Offer good quality and high nourishing shampoo for those consumer whose income level 90000-above Make available of minipack shampoo for the group below 20000, who can buy Clear shampooat a very low price.

Occupation:

Occupation predetermines individuals income level which also most of the cases influence in consumer buying decision of tyre. In time of survey we asked question to different people who occupied different occupations. From our whole survey 82% people are students. Rest 20% are executives, faculty housewifes or service holder. but if we look on the only clear shampoos graph we found that 65% people are student who are using Clear shampoomore than other two.

occupation
4% 6% 4% 4% 0% Student Faculty 82% executive Other. housewife sevice holder

clear shampoo users occupation

21% 14% 65%

student executive others

Stretegy:

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 As most of the consumers of Clear shampoo are students, they should provide different types of shampoo Make available near school, collage, university. Give colorful and attractive advertisement for students. Try to attract executives through increasing advertisement and try to make high status. 4.1.2 Other Findings:

We have found some other information which is described below: Frequency of use clear shampoo

According to our survey 30% of our responded use shampoo weekly, 26% alternative week 23% of the respondent us shampoo daily and 21% use alternate day.

How frequent you use clear shampoo

26%

23% Daily Alternate day 21%

30%

Weekly Alternate week

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Strategy: Clear shampoocan increase their distribution channel so that people can notice that Clear shampoo is available in the market. Describe the effectiveness of removing dandruff without damaging the hair. Daily use of anti dandruff shampoo is not harmful specially Clear shampoo this information need to deliver to the consumers.

Factors mainly affect the choice of shampoo:

There are some factors which affect to choose any shampoo. Based on our survey we found that 41% of the sample wants a good brand while they are choosing their shampoo, 35% care about the effective in reducing dandruff, 19% care about the price, and rest of them wants the other affects like packaging, silkiness..

Which of the following factors mainly affect your choice of shampoo

Price 2% 3% 19% 41% 35% Packaging Others.(please specify). Effective in reducing dandruff Brand

Strategy: Make Clear shampoo as a high status brand.

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 Make sure the effectiveness of clear shampoo. Consumer need to relay on the brand that this shampoo ensuring to remove dandruff without harming their hair. As price is a very important factor according to our survey Clear shampoo need to be more price caring product.

Most influencing factor to use clear shampoo

From our survey we found out that 33% people takes decision based on their self judgment, 28% are influenced by friends 17% are influenced by marketing activities, 20% are influenced some other factors.

who influence to use clear shampoo

20% 17% 33% 2%

28%

Friends Self relatives marketing activities others.(please specify)

Strategy: As most of the influence upon Clear shampoo comes from self-influence, the company should try to increase the goodwill of clear shampoo, so that it can create a positive impression to the customers mind. Provide a good marketing activity as we see that marketing activities is not influencing rather than other options. So marketing activities need to be more effective.

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 Friends also influencing to use Clear shampoo so marketing activities need to structured in that way. Source of knowing about clear shampoo From our survey result, we came to know that 73% of the respondents know about Clear shampoo through TV advertisement 15% newspaper, 9% from friends, and 3% from other factors.

How do you know about Clear Hair Shampoo?

3% 0% 9% Television advertise 15% Newspaper Radio Friends 73% Others.(please specify)

Strategy: TV commercials can transmit very clear information to people due to its effectiveness, and removing dandruff, Clear shampoos should apply its classical conditioning advertisements more on different TV channels. As from the survey we see that most of the people know about the shampoo from television advertisement. Newspaper is the best way to communicate large number of people. Clear shampoo must give more advertisements to involve the customers emotionally and rationally. Friends are also influencing the factors. FM Radios are getting popular day by day. Competitors of Clear shampoo have already started advertising on FM Radio channels. Clear shampoo must try to spread its message through radio channels by involving famous RJ and sponsoring popular shows.

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4.2

Memory:

Memory is the total accumulation of prior learning experiences. It consists of two inter related components Short- Term Memory Long- Term Memory

4.2.1 Short- Term memory: Short term memory is that portion of total memory that is currently activated or in use. It is often referred to as working memory. It is an active, dynamic process not a static structure. Maintenance Rehearsal: This is the application of short term memory. Maintenance rehearsal is the continual repetition of a piece of information in order to hold it in current memory. Strategy: If Clear Shampoo give more advertisements for their products through television, magazines, radio and newspapers, more people will notice their advertisements. Repeating the advertisements will make the consumers retain the concept of the product for longer period of time. 4.2.2 Long-Term Memory: Long term memory is viewed as an unlimited, permanent storage. Long term memory carries numerous types of information such as concepts, decision, rules, process, affective states and so forth. In case of long term memory, product stays for a long term and consumer can recall after a certain period of time. Semantic Memory: Semantic memory is the basic knowledge or feelings about a concept. It represents the persons understanding of an object or event at its simplest level. When a person hears or thinks about Clear Shampoo, it may remind that person of high quality, healthy hair, affordable and Dandruff free hair. Episodic Memory:

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Episodic memory is the memory of sequence in which person participated. Clear Shampoo are used for. Therefore a person hears the term Clear Shampoo, he/ she might think of a healthy and dandruff free hair in which that person used Clear Shampoo for his/her hair

Schematic memory: It is what a consumer thinks and feels when the brand name is mentioned. It is the source of personal experiences and opinions through which customers can differentiate Clear Shampoo differently. Clear Shampoo contains several characteristics, usage situations, episodes and affective reactions. While surveying the customers, we found several memory events about Clear Shampoo which are given below: ma

clear Shampoo

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4.3

Positioning of Clear Shampoo:

It is arranging for a product to occupy a clear, distinctive and desirable place relative to comparing a product in the minds of target consumers. It is often used interchangeably with brand image. Product positioning has a major impact of long term success of brand. It is the place that marketers want to have in the mind of target customer. To capture a good share in a market we can offer consumers greater value, either through lower prices or by providing more benefits that justify higher prices. We tried to find out the position of Clear Shampoo in the market by asking a question1. What comes to your mind when you hear the word Clear Shampoo

High price high status helps to maintain healthy hair anti- dandruff silky hair

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positioning Clear Shampoo in peoples mind

High Price 6% Silky Hair 10% High status 12%

Anti-dandruff 36%

helps to Maintain Healthy Hair 36%

Figure: Positioning of Clear Shampoo on peoples minds

According to our survey, we found that majority of the people (36%) said the word helps to maintain healthy hair and anti- dandruff comes in their mind when they hear Clear Shampoo. The remaining people thinks of Available, 6 % thinks of High price, 10% thinks of Silky Hair, 12% people thinks of Status when they hear the word Clear Shampoo

4.4

Self concept:

Each person has personality characteristics that influence his or her buying behavior. By personality, we mean a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli. Personality is often described in terms of such traits as self-confidence, dominance, autonomy, deference, sociability, defensiveness, and adaptability. Personality can be useful variable in analyzing consumer brand choices.

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The idea is that brands also have personalities, and consumers are likely to choose brands whose personalities match their own. We define brand personality as the specific mix of human traits that may be attributed to a particular brand.

do you want to use clear shampoo next time?

4% 25% 19% may be or not probably I will 9% 43% definitely not definiteli I will probably will not

According to the survey we found that most of the people probably will use clear shampoo(43%) 25% will use definitely. And rest of them might use it or not.

Strategies: We need to make more promotional activities to grab those people who probably want to use clear shampoo. The challenge is to make them definite user. Make a larger amount of people who are in blue area.

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4.5

Perceptual mapping:

Perceptual mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of product, product line, brand, or company is displayed relative to their competition. Perceptual maps can have any number of dimensions but the most common is two dimensions. The first perceptual map below shows consumer perceptions of various Shampoo on the two dimensions of quality and Price.

High quality

LOreal Palmolive
Clear shampoo

Revlon High price Pantene

Low price sun silk

Low quality

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Attitude:

Attitudes cannot be seen; they can only be inferred from the manner in which an individual behaves. Nevertheless it is crucial that attitudes are measured. This is because an individual with a positive attitude towards a product/service offering is more likely to make a purchase. Attitudes can be measured by observation, qualitative studies and quantitative techniques (or rating scales). An attitude is an enduring organization of motivational, emotional, perceptual and cognitive process with respect to some aspect of our environment.

5.1

ATTITUDE FORMATION AND CHANGE:

Attitude formation is of prime importance to a marketer. This is because he needs to develop positive attitudes for his product and service offering, as also his brand. Attitudes comprise three components, knowledge, feeling and behavior; while we can just observe behavior, the knowledge and feeling component remain hidden. Thus, we can infer that an attitude, (whether positive or negative) is formed based on the observation of ones behavior. That is why learning is defined as a change in behavior that occurs as a result of experience. Once attitudes are formed (as a result of learning), it is very difficult to change them. This section deals with the formation and change of attitudes. a) Attitude Formation: Attitudes are formed as a result of the learning process. The formation of attitudes can be explained through behavioral theories (classical conditioning, operant conditioning), cognitive learning and social learning.

b) Attitude Change: Once formed, attitudes are enduring and consistent. However, this does not imply that they cannot be changed. Attitudes can be changed in the same manner as they are formed, i.e. through learning. They can be changed by bringing about a change or alteration in any one or all of the components that make up the attitude, i.e. knowledge, feeling and behavior. Bringing about, changes in any or all of the tricomponents, requires immense effort on the part of the marketer, who need to provide information via media as well as use reference group appeals and opinion leaders so as to influence modification of attitudes.

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5.2

Attitude component:

Measurement of cognitive component: Attitudes can be changed by providing information about the brand, and changing consumer beliefs about the attributes about a brand. It can also be brought about by changing the importance that consumers attach to the attributes of a product. The component consists of the belief that the people have towards different Shampoo. To measure the cognitive components towards CLEAR SHAMPOO we asked customers to place belief about the best attributes of shampoo and their ideal shampoo product in a semantic scale. To fully evaluate it, we also asked them to place their beliefs about Dove sunsilk pentene, as they are very popular and have a position in the market from the very beginning. We constructed the cognitive component measure like the following way: o High Fragrance .. .. ..... .. .. Low Fragrance o High price .. .. .. .. .. Low Price o High availability .. .. .. .. .. Low availability o High packaging .. .. .. .. .. Low packaging o Remove dandruff .. .. .. .. .. Remove dandruff o High status .. .. .. .. .. Low status

The belief of customers towards ideal product:

Different attribute of shampoo

10.00% 10% 10% 20.00% 20.00% 30.00%

fragrance

packaginf

price

remove dandruff

availability

status

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Comparison of market value

4 4 3.5 3 2.5 2 1.5 1 0.5 0 clear shmpoo Pantine Idea Shampoo Sunsilk Dove 2.9 3 3.8 3.7

Here the ideal point is 3 and the Clear shampooat the level of 2.22

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5.3

Changing cognitive component:

A common and effective approach to changing attitudes is to focus on the cognitive component. CLEAR SHAMPOO can change the consumers belief towards their products by changing beliefs, shifting importance and adding beliefs. Strategy: Do your shampoo have the herbal element? Using renewed personalities or celebrities in marketing activities. Increase quality(i.e. now 10% extra.). 5.4 Measurement of behavior component:

Consumer attitude can also be changed by eliciting trail on the part of the consumer and encouraging him to use the product. However, as newer information about product attributes, benefits, features etc is provided so as to bring about change in consumer beliefs and attitudes, consumers tend to experience some level of attitudinal inconsistency. Such feelings of inconsistency lead to uneasiness and tension in the minds of consumers and as a natural consequence, they attempt to seek consistency in thoughts, feelings, and actions. In fact, they desire a match between the three components, and more so, want their attitudes to be in consistency with their knowledge. behavior component is a series of decision to purchase or not to purchase a product or to recommend it or other brand to friends reflect the behavioral component. The behavioral component tries to predict the actual behavior of consumers that in this case whether they are using CLEAR SHAMPOO or not. This was measured by asking three questions. 1. Last time I purchased . Shampoo. The result of the survey below:

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Last time I used Shampoo

20% 20% 10% 40% 10% clear shmpoo Pantine head&sholder Sunsilk Dove

Here, we can see that 40% of the responded use Sunslik, 20% Dove, 20% Clear shampoo, 10% Pantine and 10% use head&shoulder. 2. Usually I purchase Shampoo.

Usually I purchase Shampoo

20% 20% clear shmpoo 10% 10% 40% Pantine head&sholder Sunsilk Dove

From the survey we are informed that 40% of the responded use Sunslik, 20% Dove, 20% Clear shampoo, 10% Pantine and 10% use head&shoulder. 3. What is the likelihood that you will buy the Clear shampoonext time? o Definitely will buy

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o Probably will buy o May or may not buy o Probably will not buy o Definitely will not buy

Do you want to use "clear shampoo" next time?

25 20 15 10 5 0 Definietly I Definietly not will May be or not Probably I will 16 7 12 25 Do you want to use "clear shampoo" next time?

According to our survey result, 25 customers opinion was probably will use, 12 may or may not use, 16 definitely will use, 7 definitely will not use. Out of 60. 5.5 Changing behavioral components:

Behavioral component cannot be changed directly. With the change of cognitive and affective component, behavioral component may change. Changing behavior prior to changing affect or cognition is based primarily on operant conditioning.

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Shapping process: To change the behaviour clear can use the following step. First at free. Then with discount. And when the consumer are habituated then at a full price.

Provide free sample.

1
With coupon or Discount.

2
At full price

5.6

Changing Affective components:

Attitudes can also be changed by generating positive feelings and emotions towards a brand. Ambience of the store, reward schemes, well designed ads with celebrities etc., also create positive mood states that impact attitudes. Clear shampoocan create the affection toward consumer by using classical condition.

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Strategy: Provide more advertisement. Use popular song, music, picture with the product.

UCS (Popular Actors, song)

UCR (Positive response/Emotion)

CS (Clear Shampoo) CR (Conditioned Response)

UCS= Unconditional Stimulus CS= Conditional Stimulus

UCR= Unconditional Response CR= Conditional Response

Mere Exposure. 5.7 Component Consistency:

A change is one attitude component tends to produce related change in other components. Marketing managers are ultimately concerned with the influencing behavior. Nevertheless it is often difficult to influence directly. Consumers will often listen to sales personnel, attend advertisement or examine package. Marketers can therefore, indirectly influence behavior by providing information, music or other stimuli that influence a belief or feeling.

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Attitude Component Consistency

And to change the attitude Clear shampoo need to combine all the three component.

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Conclusion

CLEAR believes that having a problem-free scalp (without dandruff, itch, dryness or greasiness) allows us to leave behind your inhibitions so we can make the maximum impact. That is why Clear is the scalp expert that: offers customized solutions for holistic scalp health and helps you harness the power of the healthy scalp as the foundation for healthy, impactful hair. From our survey we found that clear might not the ideal shampoo according to the consumer but Clear shampoo can reach the boundary of an ideal shampoo as they are neck to neck. Most of the people will use Clear shampoo next time. The new clinic all clear active port and hair fall decrease leave your scalp with a lingering feeling of freshness. So try the all-new clinic all clear activsport for all the confidence you need to get up close and personal with the ladies. So they need more promotional activities to ensure customers need and want, and they need to promise people about the effectiveness of removing dandruff. Soon Clear shampoo will be one of the leading anti dandruff shampoo in the market. They challenge people to have a dandruff free hair within 7 days.

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Reference

http://www.clearhaircare.com/women/7-day-scalp-and-hair-challenge https://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wiki pedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUC KAE#hl=en&sclient=psyab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0. 0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.se rp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9f5f69 5b713ec99b&biw=1400&bih=909 http://www.brandsynario.com/local-print/2936_clear-shampoo.aspx

8 Appendix

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Questioner

We are undergraduate student from East-west university. Thank you for taking the time to do the survey about the product knowledge of Clear shampoo; we would appreciate it if you could spare some time to answer these questions. As to your personal information. We guarantee your privacy.

2. Gender
(a) Male (b) Female

3. Age
(a) 17 and below (b) 18 - 25 (c) 26 - 35 (d) 36 - 45 (e) 46 - 55

4. Occupation
(a) Student (b) Faculty (c) Executives (d) Other.(please specify) 5. Education (a) SSC (b) H.S.C (c) Graduate 6. Average family income: (d) post graduate (e) Other.(please specify)

(a) Below 20,000 (b) 30,000 50,000 (c) 60,000 80,000 (d) 90,000- above

7. How do you know about Clear Hair Shampoo?

a) Television advertise b) Newspaper c) Radio d) Friends e) Others.(please specify)

8. What do you do during leisure time?

(a) Sleep (b) play (c) Hang-out with friends (d) Browse the net (e) Others.. (Please specify) 9. When do you want TV? (a) 3:00p.m-7:00p.m (b) 7:00pm-11:00p.m (c) 11:00p.m-2:00p.m (d) 2:00p.m-9:00p.m (e) 9:00pm-300p.m 10. What channel do you usually watch? (a) Movies (b) sports (c) documentary (d) music (e) Others.. .. (Please specify)

11. How frequent you use clear shampoo?

a) Daily b) Alternate day c) Weekly d) Alternate week

12. What type of shampoo do you prefer?

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(a) Anti-dandruff (b) Silky (c) Nourishing (e) Repair damaged hair (f) oil control (g) Anti hair loss (h) others. (Please specify)

13. Which of the following factors mainly affect your choice of shampoo?
(A) Price (b) Effective in reducing dandruff specify). (c) Brand (d) Packaging (e) Others.(please

14. Who influence you to use clear shampoo?

(a) Friends (b) Self (c) relatives (d) marketing activities (e) others.(please specify)

15. What comes to your mind when you hear the word Clear Shampoo High price (b) high status (c) helps to maintain healthy hair (d) anti- dandruff (e) silky hair

16. Place the different attribute of clear shampoo in the 6 space below. Good fragrance------- ------- ------- ---------- --------- poor fragrance Good packaging------- ------- ------- ---------- --------- poor packaging
Low price ------- ------- ------------------------ high price --------- cant remove dandruff

Remove dandruff ------- ------- -------

----------

Low availability ------- ------- ------- -------- -------- high availability Low status ------- ------- ------------------------ high status

17. Place the different attribute of Ideal Shampoo in the 6 space below. Good fragrance------- ------- ------- ---------- --------- poor fragrance Good packaging------- ------- ------- ---------- --------- poor packaging
Low price ------- ------- ------------------------ high price --------- cant remove dandruff

Remove dandruff ------- ------- -------

----------

Low availability ------- ------- ------- -------- -------- high availability Low status ------- ------- ------------------------ high status

18. Place the different attribute of Head&shoulder in the 6 space below. Good fragrance------- ------- ------- ---------- --------- poor fragrance Good packaging------- ------- ------- ---------- --------- poor packaging

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Low price ------- ------- -------

----------

--------- high price --------- cant remove dandruff

Remove dandruff ------- ------- -------

----------

Low availability ------- ------- ------- -------- -------- high availability Low status ------- ------- ------------------------ high status

19. Place your belief about quality and price of clear shampoo, pantene, Head&Shoulder, Sunsilk (e.g. for clear write C, for pantene P, for Head&shoulder H, For Sunsilk S) Lower price ------- ------- ------- -------- -------Higher Price Higher Quality.

Lower Quality ------- ------- ------- -------- -------20. Last time I use __________________________ shampoo. 21. I usually use ____________________________ shampoo. 22. Do you want to use clear shampoo next time? (a) Definitely I will (d)Probably will not (b) Probably I will (e) Definitely not.

(c) May be or not

Please put your level of agreement in the appropriate box regarding the respective factor in any range from 1-5 scales (If you are highly agree put 5 and if highly disagree put 1) Strongly agree (5) 23. . Dandruff can ruin the personality of a person. 24. I dont like to use any other shampoo 25. I like the packaging of clear shampoo 26. I like the fragrance of clear shampoo 27. I like clear shampoo Agree Neutral disagree Strongly disagree (1)

(4)

(3)

(2)

28. How do you describe yourself? Rugged ------- ------- ------ Excitable ------- ------ Dominating ------- ------ Youthful ------- ------ Organized ------- -------

--------------------------------

-------- Decline -------- -------- Clam -------- -------- Submissive -------- -------- Adult -------- -------- Disorganized

Thank You

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