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Consumer Behavior Analysis at The Sunsilk - Case Study Example

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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. …
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Consumer Behavior Analysis at The Sunsilk
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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
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