Brand Personality Inventory

Done By : M.Mohsin Shahzad

Consumer Behavior 3/6/2012

No of Respondents: No of respondents that I chose were 5 Methodology: I surveyed five respondents and asked them to rate the brands on a scale from 1 (low) to 10 (high). Demographics: All of my respondents were university students from LSE most of whom were females. All these respondents are young in their early 20s. Product category: The product category that I chose was soap used for daily use. Brands in product category: The three different brands that I chose from product category of daily use soaps were Lux, Safeguard and Capri. Brand Personalities: The brand personalities that I chose were cleanses skin, moisturizes skin, kills germs, leaves fragrance, gives a good lather or foam, removes dirt, available in different colors and flavors, available in attractive packaging, reasonable price and lasts long.

Survey Results:
The survey results are as under.

LUX:
Respondent Respondent Respondent Respondent Respondent Total no 1 no 2 no 3 no 4 no 5 Cleanses skin Moisturizes skin Kills germs & bacteria Leaves fragrance Good lather or foam Removes dirt and oil 7 8 5 6 7 33

35

28

38

38

40

Availability 8 in flavors Attractive packaging Reasonable price Lasts long 9

38

10

45

35

37

SAFEGUARD:
Respondent Respondent Respondent Respondent Respondent Total no 1 no 2 no 3 no 4 no 5 Cleanses skin Moisturizes skin Kills germs & bacteria Leaves fragrance Good lather or foam Removes dirt and oil 7 6 6 7 8 34

39

10

10

46

34

36

10

44

Availability 4 in flavors Attractive packaging Reasonable price Lasts long 6

21

32

34

29

CAPRI:
Respondent Respondent Respondent Respondent Respondent Total no 1 no 2 no 3 no 4 no 5 Cleanses skin Moisturizes skin Kills germs & bacteria Leaves fragrance Good lather or foam Removes dirt and oil 6 7 6 5 6 30

33

25

35

29

22

Availability 8 in flavors Attractive packaging Reasonable price Lasts long 5

34

33

10

41

40

ANALYSIS: Cleanses skin:

Cleanses skin
31% 34% 35%
LUX SAFEGUARD CAPRI

Moisturizes skin:

Moisturizes skin 31% 33% 36%

LUX SAFEGUARD CAPRI

Kills germs and bacteria:

Kills germs and bacteria 25% 28% 47%

LUX

SAFEGUARD
CAPRI

Leaves Fragrance:

Leaves Fragrance 26% 35% 39%

LUX SAFEGUARD CAPRI

Good lather and foam:

Good lather and foam 28% 35% 37%

LUX SAFEGUARD

CAPRI

Removes dirt and oil:

Removes dirt and oil 21% 38% 41%

LUX SAFEGUARD CAPRI

Availability in flavors and colors:

Availability in flavors and colors 36% 23% 41%

LUX SAFEGUARD CAPRI

Attractive packaging:

Attractive packaging 31% 29% 40%

LUX SAFEGUARD CAPRI

Reasonable price:

Reasonable price 34% 33%

LUX
SAFEGUARD CAPRI

33%

Lasts Long:

Lasts long 38% 35% 27%

LUX SAFEGUARD CAPRI