StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Consumer Behavior Analysis at The Sunsilk - Case Study Example

Comments (0) Cite this document
Summary
The goal of this study is to illustrate the workings behind consumer behavior with the help of a consumer brand, namely Sunsilk. The writer of the study will conduct detailed informational research of the market in order to analyze the consumer needs and alternatives. …
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER92.4% of users find it useful
Consumer Behavior Analysis at The Sunsilk
Read Text Preview

Extract of sample "Consumer Behavior Analysis at The Sunsilk"

Download file to see previous pages A marketing expert says even consumers themselves do not know what factors influence them towards making a certain buying decision. Broadly it can be said that consumer purchases are influenced strongly by cultural, social, personal and psychological characteristics.
Let’s illustrate the workings behind consumer behavior with the help of a consumer brand, namely Sunsilk. Sunsilk is a hair care brand with its main focus on catering to women consumers. It ranks as one of the leading hair care brands selling its shampoos, conditioners and other hair care products in more than 60 countries worldwide.
This is the first stage of the buyer decision process in which the consumer recognizes a problem or need. The need for something is triggered by either internal stimuli such as the feelings of hunger, thirst or warmth, while external stimuli may set off a need through an advertisement or discussion. (Kotler 2010)
A marketer looking to promote Sunsilk should find out what consumers’ need is regarding hair care and how it can be taken care of. By conducting research the marketer discovers that there is a potential number of women who want a shampoo which would be effective against dandruff. Hence, a need has been noted and now the marketer has to devise a method to lead the consumer to this particular product.
At this stage, the consumer becomes conscious of its need and searches for information regarding a product that would satisfy the need or problem. This information can be obtained from personal, commercial or public sources. At this level, the person starts paying more attention to its surrounding depending on the urgency of the problem. ...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(Consumer Behavior Analysis at The Sunsilk Case Study, n.d.)
Consumer Behavior Analysis at The Sunsilk Case Study. Retrieved from https://studentshare.org/marketing/1745859-consumer-behaviour
(Consumer Behavior Analysis at The Sunsilk Case Study)
Consumer Behavior Analysis at The Sunsilk Case Study. https://studentshare.org/marketing/1745859-consumer-behaviour.
“Consumer Behavior Analysis at The Sunsilk Case Study”, n.d. https://studentshare.org/marketing/1745859-consumer-behaviour.
  • Cited: 1 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Consumer Behavior Analysis at The Sunsilk

Consumer behavior

...? Consumer Behavior Consumer Behavior Complaints against Wal-Mart According to the complaints posted by consumers on the independent complaints website Consumer Affairs, it can be inferred that a number of consumers are not satisfied with the service of Wal-Mart. According to one of the complaints, the customer had to face disappointment because no one from the staff helped him out with his queries. According to another customer, the staff did not have knowledge regarding the products available at Wal-Mart therefore he could not find the product he was looking for. Therefore, the company should conduct trainings for its staff in order to enable the staff to satisfy the customers (ConsumerAffairs.com). Complaints against Disney According...
1 Pages (250 words) Coursework

Consumer Behavior

This is an interpretation of the fact that purchases can not only be manipulated, but also predicted by psychologists. Behaviors are, therefore, inborn and can be manipulated to assess if the individuals will behave in any way. Among such aspects that can be influenced to assess behavior are inclusive of arousal feelings that emanate from within the individual and can be directed towards making purchases by the consumers. In light to this argument, the essay shall endeavor to highlight the motivation behind making purchases of tea and champagne, and, caviars and beef burgers by the consumers. One of the motivational models that describe consumer behavior is the equity model. According to the equity model, consumers tend to purcha...
3 Pages (750 words) Essay

Consumer Behavior Analysis

...? Consumer Behavior Analysis of the Propose a type of message appeal to be used in the advertising, making sure to explain the rationale behind the appeal. The success of a business firm largely depends on the awareness and visibility of its products and services in the market place. The most important task in any business organization is to win customer’s loyalty and trust. The brand value of any company can be successfully created by proper marketing of its products and service. One of the most crucial parts of marketing is advertisement of the products. Economists have analyzed that all types of goods and services need not be advertized for the purpose of sales. Producer’s decisions to incur advertisement expenses largely depend...
6 Pages (1500 words) Essay

Consumer Behavior phenomenon analysis

...?Whereas it is oftentimes easy to analyze the way in which consumers and interact with the given product or service in an established market for an established firm, seeking to do the same process for a relatively new firm or product offering is a different scenario entirely. As such, the following analysis will analyze the market for taxi applications, to include applications for iPhone, android, and other platforms, with respect to the following determinants: consumer behavior, why consumers integrate with the product or service being offered, and what marketers are doing as a means of enhancing or reducing the consumption of the product or service offering. Through such analysis, it is the hope of this author that the reader will gain...
3 Pages (750 words) Essay

Consumer behavior

... for Applied Behavior Analysis. Retrieved on October 24, 2010 from http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1279569/pdf/jaba00020-0067.pdf. Smith, P.R. and Taylor, J. (2004). Marketing communications: an integrated approach. 4th Edition. Kogan Page Publishers. University of Delaware. (No date). Chapter 6 Class Notes. Retrieved on October 25, 2010 from http://www.udel.edu/alex/chapt6.html. Wagner, S. A. (1997). Understanding green consumer behaviour: a qualitative cognitive approach. Routledge. Weisbaum, H. June 11, (2006). When buying a car, safety should come first. Retrieved on October 24, 2010 from http://www.msnbc.msn.com/id/15496174/. Yau, O.H. and You, H. (1994). Consumer behaviour in China: customer satisfaction and cultural...
12 Pages (3000 words) Research Paper

Consumer Behavior Analysis

... and perceptions as well as preferences can be accessed at one location. In other words, Radian 6 facilitates a method by which conversations among consumers can be analysed. Management may also communicate directly with consumers. Radian 6 (2011) explains that it a “platform” for listening, discovering, measuring and engaging “in conversations across the social web”. Case Analysis Radian 6 taps into consumer behaviour which is a generalization of marketing theory. Consumer behaviour as a general marketing theory places the consumer “at the centre of the marketing concept” (Baker and Saren 2010, p. 42). Essentially, consumer behaviour by itself provides an array of theories that can unlock the door to understanding consumer behaviour...
8 Pages (2000 words) Case Study

Consumer Behavior Analysis

...Consumer Behaviour Analysis To launch a new line of personal care products for men, a carefully-designed marketing plan must be in place. The product line includes oil-free face wash, hair styling gel, anti-dandruff shampoo and sunscreen for men’s skin. For a large first-world market such as US, the marketing strategy should be well-rounded and functional. Factors such as target market, demographics and value propositions of the product must be well-grounded in order to ensure the products’ potential success. To determine these factors, let us take a close look at the marketing strategy. The first and foremost thing, of course, is to do market fragmentation; it is a necessary early step while making a marketing plan. To know who...
6 Pages (1500 words) Essay

Consumer behavior analysis

... Consumer behavior case Introduction The consumer problem that exists in the case is the way in which a company can increase its sales volume by way of referral from its existing customers. The companies can increase referrals by first satisfying the current customers who in return should refer the company to their friends and colleagues. That will ensure that the company increases its market share and in return increases its sales volume and proportionately increase its profit. The main task is to determine the best way in which the company will encourage its customers to encourage its customers to make referrals (Reichheld 6). Body A company can come up with a reward system. The reward system will reward customers who make consistent...
2 Pages (500 words) Essay

Consumer Behavior case analysis

... Consumer behavior case analysis Introduction In the case analysis, there exist a number of consumer problems that the managementshould deal with. The consumer problems include the following, the issue if the Harley Davidson should continue sponsoring the posse ride. That will have a direct impact on the relationship that exists between the company and the customers. Sponsoring the race can be viewed as part of the corporate responsibility of the company. The other consumer problem that exists is the issue of the role that the ride plays in the HOG event mix. The other consumer problem is how the ride should be formulated in an attempt to maximize efficiency and profitability of the company (Fournier 1). Efficiency in the company... Consumer...
2 Pages (500 words) Essay

Consumer Behavior

...Consumer Behavior Table of Contents Task 1 1 Consumer Behaviour 4 Task 2 9 Own Reflection 14 Task 1 The word ‘retro’ has been gaining huge popularity since the past few decades. It is one of the most widely used terms in the context of consumer behavior as well as marketing. The term is somewhat a stylish synonym for phrases like ‘simply old’ or ‘old-fashioned’. For instance, few years ago Monaco’s tourism office repackaged a standard tour which included visits to an exhibition of ‘Napoleonic Memorabilia’ and ‘Principality’s Wax Museum’ as ‘Retro Day: A History and Tradition Tour’. In this case ‘retro’ can be equated with ‘classic’ or ‘timeless’. ‘Retro’ can also depict a viewpoint of life. Technological obsolescence can also...
13 Pages (3250 words) Research Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Case Study on topic Consumer Behavior Analysis at The Sunsilk for FREE!

Contact Us