Case Study questions

1. What are the major findings about the involvement levels of consumers in the
oral care category that can be understood from the participants responses
regarding their habits and practices with respect to the category?
2. How many respondents (in percentage) exhibit high and low/medium
involvement with regard to the oral care category, and express high/low
cognitive and affective associations with regard to each of the brands? How
many involvement levels associated with each of the brands?
3. How does low category involvement affect brand attitude? Explain the
inconsistency in those instances where brand attitude overwhelms category
investment
4. How many consumers expressed consistency between the strength of their
cognitive beliefs and the strength of their affective beliefs associated with
their respective brand choices? How can any inconsistencies in the same be
explained?
5. Taking into account the category level and the segment level analyses what
kind of implications are relevant at the segment level (for each segment)?
How do consumer beliefs relate to positioning of brands in each segment?
6. What kind of recommendations would you provide for the Himalaya brand
after taking into consideration the responses from questions 1-5?
7. What should be the positioning dimension of Himalaya be, how can it be
differentiated? How can Himalaya create an attitude towards its ads/brands
to convey its differentiated proposition?