Consumer Behavior of Soap Purchasing - Essay Example

Brand uptake, brand awareness, and various method of promotion have been applied together and put into consideration the preference for soaps and other brands (Parameswaran, 27). According to the article, the study has shown that some customers are not aware of the existence of some brands. Some brand soaps like Lux, Dettol, and Lifebuoy have a high demand and on the other hand, there is less demand for brands such as Dyna, Camay, and Sach. The research involved the administration of questionnaires.

These articles have gone further to give projections on the sale of liquid soap and antibacterial soaps. Soap marketers are trying to come up with new brands to try and heighten the current slow growth of soap sales (Berger and Arthur, 78).

In Europe, tablet and liquid detergents account for the huge soap market. However, in the US this is not the case as put by Kumra. The high cost of Raw materials has made the cost of the soaps to shoot. Cross-category branding is a global strategy that has been used by Dove and this has made its products to become competitive at the global level.

Marketing is not the sole driver of soap sales, commitment to the consumer’s tastes and preferences is also paramount (Taylor and David, 67).

The company has been able to retain its customer base because it has a way of interacting with them and inventing products that address their needs.

This memo has advised soap makers to embrace efforts made on global branding and pay attention to established and new products to meet consumers’ expectations. I would love to discuss this with you at your earliest convenience.