Hair care industry: consumer behaviour - Speech or Presentation Example

Download file to see previous pages Hair has been perceived as a visual representative of attitudes for many consumers. It represents their values and heritages. Shampoos, hair oils, conditioners among other segment the hair care market. Loyalty by customers towards this industry has not yet been established to its potential. Marketing skills and the technical expertise are the key determinants towards the growth of a company. The air care industry employs many unskilled personnel which d not provides the adequate information about different products for customers. Lack of information regarding such products like the hair oils may drive the customers away and therefore pose a great challenge to the growth of the company. Consumer confusion is another key problem in the hair care industry. Customers get confused of their choice of products. The production of different types of hair oils and other hair care products have rendered much confusion to the consumers. Lack of the adequate marketing skills would therefore not solve the confusion problems in consumers. Availability of the market problems may lead to certain consumer behaviors. A consumers’ behavior is inconsistent and can change from situation to situation and from place to place. They would go different ways in order to satisfy their needs depending on their social, economic and cultural backgrounds. The extend of the consumer understanding of the hair care products, possessed by the industry determines the industry efficiency with which it operates. The advertisement problem brings in a great challenge to the customer. A well demonstrated advertisement can be very effective in controlling the customer attitudes towards a product. Customer’s moods of purchase depend on the convincing power of the advertisement. Communication of a new hair care product in the market can cause customer confusion. If customers are used to a specific product, the introduction of a new product would confuse them in the place of no clear information regarding the product. For example, in the study on shampoo, the customers’ perception on the different features of shampoos varies according to the product price, packaging, quantity, availability and the environment in which they are produced. This is greatly affecting the sale of shampoos. Customers exhibit many lifestyles. Their product interests are influenced by their specific lifestyles. Goods consumed by a specific group of individuals express their lifestyles. This calls for more segmentation of markets as per the consumer lifestyles. As a customer behavior, customers would only go for specific products. If the product has interested them before or if it has served them well, they definitely go for the same product. Marketing of new products from the hair care industry therefore becomes a real problem. On the other hand, Product supporters are found to greatly influence the consumers’ decision on a product. As demonstrated in the survey comparing two ads from Amla Hair Oil, . It is revealed that consumers would greatly respond to an advert that has a representative from their ethnicity. As a result of this, it is found clear that the source of a product would highly determine the decision of the customer towards a product. Product from other ethnic societies may not win adequate loyalty from consumers. On conducting their advertisements, hair care industries should associate ...Download file to see next pagesRead More