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Marketing Mix Stimuli - Essay Example

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The researcher of this study has selected detergent as a product category to analyze marketing mix stimuli. The researcher will use the renowned detergent brand ‘Ariel’ manufactured by Proctor & Gamble to analyze the cognitive response of the consumer. …
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Marketing Mix Stimuli
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"Marketing Mix Stimuli"

Download file to see previous pages The researcher states that product portfolio of Ariel brand can be explained in the following manner. Ariel Excel Gel The product is designed for low-temperature cleaning. A unique design of the bottle and innovative gel formulae of the product give a user the opportunity to wash clothes with high precision. The gel gets dissolve very easily in water hence solvency rate increases. The detergent is able to remove various types of stains such as tomato sauce, dirt, chocolate etc from cloths. Ariel Powder Ariel Powder is designed to give brilliant cleaning in every wash. The detergent can wash colored garments without causing harm to fabrics of a garment. The detergent should be dosed directly on the cloth by taking water as the surfactant. Ariel Excel Liquitabs Ariel Excel Liquitabs is able to remove stains such as oil, tar, grease etc. The product should be dosed in the lower drawer of Washing Machine. Ariel Tablets Ariel Tablets provides the convenience of using to users. The product has been developed in order to get a brilliant wash from the smallest possible dose. The study will be incomplete if it misses the opportunity to explain the role of consumer behavior in purchasing a detergent product. A psychoanalytical theory proposed by Sigmund Freud states that human personality depends on different variables such as id (biological need driven gratification), ego (conflict between the hedonistic requirement of id and ethical constraint of superego) and superego (behavior backed by social responsibility). Many consumers show boycotts of non-eco-friendly products in order to show their environmental concern. These customers prefer “ethical consumption” in order to maintain environmental sustainability. Foxall et al. have divided motivation into six components such as social needs, physiological needs, cognitive needs, symbolic needs, experiential needs and hedonic needs in order to explain customer demand. Customers purchase Ariel detergent in order to satisfy their daily household needs hence purchase behavior is more driven by id aspect in contrast to other elements of psychoanalytic theory. Detergent purchase behavior of a customer can be briefed in the following manner.  People purchase detergent as daily household item hence they do not spend much time on the pre-purchase decision. Self-consciousness plays the very small role in purchasing decision. Brand conscious customers purchase Ariel due to the brand name of Procter & Gamble. Many customers purchase Ariel with an intention to satisfy self-esteem. Psychographics VALS or “Value and Lifestyle” framework has divided consumers into four segments such as “Actulizers” (Customers spending large sum of money on purchasing in order to show taste and attitude), Fulfilled (Customers purchasing product after doing rigorous background research), Believers (purchasing product in order to satisfy traditional family value) and Strivers (Customers purchasing low priced but stylish products). A study shows that believers play the significant role in purchasing detergent. Believers prefer well-known brands hence they choose Ariel over unknown local brands. Involvement Detergent is a low involvement product because customers do not require huge financial resources to purchase it. ...Download file to see next pagesRead More
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