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Personal Consumption Journal

Week I: 21st July 2008 to 27th July 2008

Sr. Date Place of Items(s) Brand Price Other Reason for Feelings
No. Purchase Name (In Descriptive Purchase Associated with
Rs.) Information the Purchase

Just felt like

1 21st Shubhiksha Chips Lays 50 Chips of having it, Satisfied with
July Viman Stax Single Because the taste of tangy
200 Nagar Potato in a Didn’t taste chips & I really
8 cardboard that brand liked the
container before. packaging

Airtel Bill Airtel 659 Post Paid Experiencing Privileged,

rd
2 23 Relationship Payment. Connection the Services Independent &
July center, Plan - PA since 3yrs & Proud.
200 Saraswati 450 Service
8 Telecom, offered is
Viman also quite
Nagar. good.

3 24th Ram De-odorant Set Wet 130 150 ml Especially After trying this
July Medico & Zatak designed de -odorant, I felt
200 General cool product for very refreshing
8 store. teenager’s and it helped me
Viman with very to grab few
Nagar attractive attentions as well.
fragrance.

4 26th Iyangar Ice-Cream Kwality 20 Dark After dinner Cool, calm and
July Bakery’s walls Chocolate felt like, to soothing and
200 and Sweets. with Nuts have some tastes yummy I
8 desserts. had it with lots of
Pleasure
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Week II: 28th July 2008 to 3rd August 2008

Other Reason for Feelings

Sr. Date Place of Items(s) Brand Price Descriptive Purchase Associated
No Purchase Name (In Information with the
. Rs.) Purchase

Exclusive,
th
1 28 Shubhiksha Bath soap Aramusk 17 75 gm Indian soap Rediscovering
July Viman for men brand and extremely
200 Nagar (Henkel) exotic.
8 with musk Because it’s
fragrance. for Male

2 28th Shubhiksha Tomato It’s fruit 28 100 gm Want to try It’s as good as
July Viman Ketchup different any other
200 Nagar brand International
8 ketchup, so brands like
just went for Nestlé’s
it. maggi and
HUL’s kissan

3 30th Wrap Coffee Wrap 20 Strong Comfortable Refreshing,

July Around Around Coffee. sitting Area awake, and
200 Restaurant to socialize Value for
8 and chat Money
with friends
and coffee’s
taste is also
good

4 31st Leelai Moisturising Nivea 59 60 ml I started This crème is

July Medical Cream using this meant for
200 shop product on whole family.
8 regular really feels
basis as I like you’re
tried small skin is pure
pack earlier soft and
and liked it. smooth
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Week III: 4thth August 2008 to 10th August 2008

Sr. Date Place of Items(s) Brand Price Other Reason for Feelings
No Purchase Name (In Descriptive Purchase Associated
. Rs.) Information with the
Purchase

1 4th Ram Mosquito Mortein 42 A combo To Protect I will always

August Medico repellent Power Pack of myself from feel good
2008 & Booster both. Malaria, because I
General Machine and filaria, and don’t have to
store. 30 nights dengue get up in mid
Viman refill Pack causing night.
Nagar mosquitoes.

2 6th Ram Toothpaste Colgate 28 80 gm Infused with Fresh and

August Medico Max dissolvable clean as I use
2008 & fresh cooling it on daily
General With crystals with basis twice,
store. cooling flavor of which help’s
Viman crystals Peppermint me to keep
Nagar ice. away tartar,
plaque and
cavities.
I prefer to
3 9th Reebok Sports Reebok 99 Black pair of buy only Comfort,
August Exclusive Socks socks with cotton socks Sense of
2008 outlet. Reebok logo and that too acquisition,
Viman Turkish and
Nagar which helps belongingness
in keeping to the brand,
my feet Pride.
comfortable
It feels good
4 9th Spinach Tooth Oral-B 32 Qty 1 With criss to have such
August brush cross bristles. nice brand
2008 and also due with low
to, highly price or
recommended discounts and
by dentist Oral-B is one
of the best
brands.
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Product List which are used on Daily/Regular Basis

Sr. Product Brand Size/ Price Model/Variant/Col Reasons
No. Frequenc (Rs.) our
y
1 Shaving Gel Gillette Twice a 55 Sensitive Skin Best among any
week other Brands
available.

2 De-odorant Axe/Nike 150 ml 130/ Denim/ Extreme Nike’s fragrance

Every 250 is simply class
month apart
3 Toothpaste Colgate’s 80 gm/ 75 28/25 Blue and White After using both
Max fresh gm the toothpaste, I
or Once in find it very
Colgate’s 2months promising.
Advance
whitening
4 Cold drink Thumps 200 ml 10 Small bottle. Black, After the heavy
up Twice or cola flavored meal, love to have
thrice in a strong cola drink
week

5 Shampoo Set wet 100 ml 60 Gentle shampoo for Recommends

Gentle Everyday everyday use daily use for men
6 Conditioner Dove 90 ml 69 Dry Therapy After shampoo
Everyday conditioner is
must, and it has
all that
ingredients that
suits my hair.
7 Soap Dettol 70 mg 17 Skin care Product specify, it
Everyday gives 10 times
better protection
against germs
8 Ice Cream Kwality Medium 20 Dark Chocolate with Trusted Brand,
walls Nuts Dark chocolate
flavour is
favourite
9 Biscuits Britannia 100 gms 12 Good day Healthy, tasty,
with lot of nuts in
it.
10 After Shave Gillette 75 ml 180 Cool wave Good smell,
Balm Soothing on skin.
It’s a high end
excellent brand.
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From the above listed products which I regularly buy or use for personal
consumption and external use. This tends to show the exact picture of my buying behaviour
and trends through out last three weeks of purchase. Where in my purchases were as
normal as possible because, I didn’t try to buy any product for the sake of putting in to the
journal, what ever I have mentioned so far, that may of any brand name (high or low), are
consumed by or used by me on regular basis. Basically I love good quality product, then
what ever may be the price of the product, I don’t give the second thought while buying or
after buying. But yes after buying if that particular product or good’s doesn’t satisfies my
expectation than I never turnaround to that product in future, which means I will straight
away throw that product out of my mind and my shelf.

Advertisement Analysis

 Dettol : Skin care

Dettol is one of the oldest brands in India. Dettol is a brand of Reckitt Benckiser and
has stood for its trusted production in India since 1930. The brand is endorsed by the
Indian Medical Association and has been voted among India's Most Trusted Brand. In
recent years Dettol soap always been unique in the mind of the people, due to its
advertising quality as well the unique feature in their product the soap which fights with
germs and bacteria more effectively than any other soap available in the market. Earlier the
company use produce and market the Dettol original soap now they had three variants of
the soaps under same brand name dettol like original, skin care, and cool, like Detttol
Original this is the name given to old product after innovation of new products in their
existing product line . Through out its advertisement pattern they maintained the mother is
taking care of her whole family by using dettol soap for bath has helped them in achieving
their target market through out its life cycle and targeting not mother’s as such but whole
family is their target market. And same thing is displayed in advertisement.
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Identified Four to Six Consumer Behaviour Concepts Used in the Advertisements.

• Trust: The trust factor plays very vital role in dettol’s case because from more than
seven decade they are in to the market and serving the consumer with wide range of
product which basically deals in to the product which takes care of personal health
hygiene and home hygiene like hand wash and liquid antiseptic lotion and soap. Dettol
has built this trust over long period of time in the minds of Indian consumer.
• Emotions: This ad had an emotional appeal in terms of the mother and a wife taking
care of her child and husband by asking both of them to take bath with dettol because
being a school going boy and a working husband they tend became dirty and full of
sweat after the whole days work respectively. The ad basically show’s that in home
mother is taking of their whole family with help of dettol. Here the concept of Indian
culture is shown where a woman takes care of her family.
• Motivation: This ad motivated mothers for caring their family especially their small
kids who are in schools and also motivate the children to keep them themselves clean
and neat by using dettol, because dettol helps them get rid out the unwanted germs
and harmful disease
• Values: This advertisement showed a high value of protagonist as a mother which is
basic culture of the Indian women and which reflects the value of changing Indian
women in the society.
• Family: The ad shows a strong family bond which starts with mother in a family. It
passes the message that in a family mother has to play a key role while taking care of
whole family and she chooses products keeping in mind about each and every one’s
health and safety.
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The Demographic and Psychographic Segments to which the Advertisement was

designed to Appeal.
Dettol always followed smart advertising and covered the gap in the soap market
through its advertisements. The product has mainly concentrated on middle class and
above that because price of the product is Rs 17 for 70 gm in the retail market, basically
the USP of Product is it fights with germs 10 times better than any other soap and has
perfect balance between your beauty and protection needs. Dettol Skincare Soap is
formulated with moisturisers to help nourish your soft skin. Even though dettol as a unique
product it has covered all Indian’s mind with no age bar with the affection family. The ad
actually did not set any age bar for the product but the way ad was presented it had a
feeling among the people as it is a product for matured people. Product has always been
supported with careful advertising. The brand is promoted with the positioning as balance
between and protection need and skin care with essential moistures. Dettol commercials
highlight the virtue of the soap using by whole family by keeping Mother and Child as the
central theme.

Explain whether or not they fit into the identified target market.

Dettol, believe that families adopting good hygiene practices remain better protected
against germs and therefore fall ill less often. In an effort to promote these practices and
provide superior germ protection to every family, Dettol has launched Dettol Surakshit
Parivar, a nationwide campaign, in association with the Indian Medical Association (IMA).
The objective of this campaign is to generate awareness that good hygiene practices are
essential to reduce the risk of infections, particularly for those who are most vulnerable to
illness such as infants and children. This thing they have done with the help of their three
variants namely, Dettol Original, skin care and dettol cool.
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Advertisement Analysis

 Gillette Vector Plus (Razor)

The advertisement that I have chosen is Gillette Vector plus. It urges its customers to look
thought the practical, easy and confident usage of product. The copy itself says the very
imp moments .i.e. Marriage play imp role and anybody would want it to happen without any
hassle.
The usage of product which is hassle free and very convenient conveyed thought this
commercial very effectively with the help of little humor in to it.
Any common man can identify connect himself with message and the way it’s been
presented to him

Story Board
VFX Copy Expression
The film opens on the Concern & time
groom’s father asking
management
him to hurry up for the
marriage

The groom assures Confident & casual

that he will be ready
attitude
soon. Just as he is
shaving, power goes
off.

Bete, sambhalna, cut Confident on the

jaayega,” warns the
product usage and
father. “No tension,
dad. Vector Plus hai have good experience
naa,” reassures his with it
son.
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VO: “Gillette Vector Product quality

Plus ke twin blades
assurance.
chehre par automatic
adjust karey, taaki
chhilne-katne ka
tension nahin aur...

...aapko miley man-

chaahi close shave.”
Cut to the shot of the
groom about to garland
his would-be wife as
the power...

...goes off again. As his Funny or humoristic

father panicks, the
way to the end the
groom reassures, “No
tension, dad.” Soon advertisement.
enough as the power
comes back, the
groom...
...realizes that he has
instead garlanded an
old man. As everybody
around starts...

...laughing, the VO Ends with punch line

concludes the ad:
“Gillette Vector Plus.
Shave sahi, tension
nahin.”
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About the Advertisement and their Target Market

The current campaign of Gillette vector plus ad is soft and simple with little humor attempt
to present it core product value USP in front of consumer. In the commercial they have
used very lighter & regular situation in the day to day life with only casting common man. It
makes the commercial very interactive with end consumer. It basically shows how easy it to
use our product than shaving through traditional method of shaving likes using thin razor in
the plastic or metal handset. It attracts the larger customer base because the price of the
product is with in the range of the middle class customer upper class customers.

Segment: Mid priced segment

Target: Males, Sec AB, Age group of 18+, Urban and semi-urban areas.
Positioning: Twin blade system through its mid-priced segment
Brand Personality: Machoism
Audience Connect: The different emotions in the ad made a direct connect with the target
audience and made instilled a sense of product usage. The ad was aimed also at creating
a common feeling that the audience could relate.
Elements of the Ad
Copy: Crisp and clear.
Art: The tone of the ad is colorful.
Music/Background Score: The music is slow but effective.
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Relating Consumer Behaviour Concepts

Appeal: The ad has very practical and product usage driven appeal. The connect to the
consumer with very simple manner and communicate the message. to target audience
in a very simple and sophisticated way.

Self Concept: The ad has a lot of provocative signals that instigate the audience to look
within them, find themselves. If one relates to the values of confidence, he will find
himself highlighted through the product.

Lifestyles: It portrays a very sophisticated and rich class life and the product
placement also done such manner that it does attract a larger group of audience and
the price of the product is very economically which is within the reach of mass market.

Personality: The personality concepts suites very well with this product, as this
product section being completely dedicated to males the personality of the user in the
advertisement should be appealing to everybody those who are watching the
advertisement, so that It can tend the target customers, to buy the product immediately
and advertisement tends consumer to imagine themselves a s model who’s there in the
advertisement and using that product.
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REFERENCE

Www. Marketing practice .com

www.storyboard.com

BIBILOGRAPHY

David L. Loudon-Consumer Behavior, Tata McGraw-Hill, 4th Edition.

Michael Solomon -Consumer Behavior, Prentice Hall, 5th Edition.

Hawkins, Best, and Coney – Consumer Behavior. Business Marketing Strategy, TATA
McGraw hill, 9th edition.
.