Praxis Business School

BRAND TRACKER
Phase I Brand Image Measurement
A report
Submitted to
Prof. Govindrajan
In partial fulfilment of the requirements of the course
Product and Brand Management
On 14th August 2011

By
Anindita Choudhary
B10002

Deepika Agrawal
B10007
Sushmita Agrawal
B10035
Arunabha Bagchi
B10044

LETTER OF TRANSMITTAL

Dove

14/08/2011
To,

Prof. Srinivas Govindrajan

Subject:
We are enclosing our report on Dove in partial fulfilment of the
requirements of the course.

Anindita Choudhary
Deepika Agrawal
Sushmita Agrawal
Arunabha Bagchi

Contents
Executive summary
History and evolution of Dove
Instruments of data collection
Brand Asset Valuator Model
Laddering
Findings and conclusions
Presentation of findings and conclusion for
Brand Asset Valuator model
Presentation of findings and conclusion for
laddering method

Annexure
References

Executive summary

History and evolution

of dove

History of the brand

Dove was first launched in the US in 1957; is one of the leading brands of
Unilever globally. It was launched years after Unilever acquired soap
factory De Duif in The Netherlands, from which the brand name Dove is
derived. Dove first appeared on the market in a decade 50 in the U.S.,
and is produced in order to care for burns victims were due to the war.
Dove has been available in India since 1995 It is now the world's #1
cleansing brand. Dove products are manufactured in Argentina, Australia,
Brazil, Canada, Germany, India, Ireland, Netherlands, Thailand, Turkey and
United States. The products are sold in more than 35 countries and are
offered for both women and men. Dove's logo is a silhouette profile of the
brand's namesake bird, the colour of which often varies. The Dove
Campaign for Beauty has made the topic of beauty itself controversial, but
marketers have kept the message itself positive. Dove has its footprint in
80 countries worldwide with a range of superior products from bar, lotions,
body washes, face care and creams.
Dove brand now worth 111.8 million only its own table revenue from retail
with 35% of the population of the UK buy products from Dove in 2003.

Evolution of the Brand

1940
Formula for
Dove Bar
(Mild Soap)

1950
Refined to
original
Dove
Beauty Bar

1960
Launched
in the
market

1970

1980

1990

Leading
Dove
Popularity
brand
beauty
Increased
recommen
wash
as a milder
ded by
successfull
soap
Physicians y launched

19952001
Extension
of Doves
range of
products

While many people feel that Dove is a long time in England, but the actual
bathroom Dove soap only came here in 1992, the brand name in children
4th in the list of Lever Faberge. Preeminent quality of the product is
reflected through the exploration objective campaign with new ads, with a
guarantee from the customer and a brand name Dove do not dry your
skin type as the normal soap This has helped Dove quickly hold top
positions in the market in 1997.
Dove has been positioned throughout its history without referring to it as
"soap", but as a "beauty bar" with one-fourth cleansing cream; they stress
its moisturizing of skin while washing in contrast to the drying effects of
regular soaps (which their advertising calls simply "soap").
Real beauty can only be found on the inside and every woman deserves to
feel beautiful. The image: Real beauty is portrayed by women who do not
have "runway model" on their resumes -- they are the women passing by
in grocery aisles or sitting in the office next door. The result: A dialog
between Dove and its consumers about the definition of beauty.
Dove's marketing push defied conventional stereotypes and advocated for
unconventional beauty and self-esteem. But before Unilever committed to
the controversial campaign, it secured evidence that the majority of their
consumers would relate to it. "The Real Truth about Beauty," a global

research report commissioned by Dove, reported that only two percent of

women worldwide describe themselves as beautiful.
In 1979, the phrase "cleansing cream" was replaced with "moisturizer
cream". In 1979, a Pennsylvania dermatologist showed that Dove dried
and irritated skin significantly less than ordinary soaps. As a result of this
study, Unilever started aggressive marketing and won more than 24% of
the market by 2003
In 2002, Unilever downsized from 1,600 brands to 400, nominating Dove
to be one of its master brands. No longer just a beauty bar, Dove was to
be a beauty brand, encompassing products such as body wash,
deodorant, hair care and body lotion. Nothing in its heritage had prepared
the brand to represent all of these functions. Dove now had to come up
with a message that could speak for all its products.
Dove launched a real beauty campaign and this campaign was
launched in 2002. In this campaign all the dove products were united
under one message and it was delivered through the traditional media.
The billboards were placed strategically in locations such as Grand Central
Station, where they would be sure to catch the eye of producers and
reporters. The intention of the advertisement was to engage people to
participate in the campaign, and at that they were successful. While "fat"
eventually logged the most votes, Dove marketers were not discouraged.
They decided to take the concept a step further and talk about selfesteem in 2005. It purports to be "an agent of change to educate and
inspire girls on a wider definition of beauty and to make them feel more
confident about themselves". To this end, Dove created a number of
largely online-only short films, including Daughters, Evolution, Onslaught
and Amy. Dove used YouTube to ask their consumers to help create the
Self-Esteem Campaign. To get things started, Dove posted a fast-motion,
one-minute film entitled, "Dove Evolution," which races through the
cosmetic artistry and Photoshop "plastic surgery" that ultimately
transforms a model's features into an ethereal face that then appears on a
billboard. The film ends with the tag line: "No wonder our perception of
beauty is distorted."

Products

Dove
Dove
Dove
Dove
Dove

Hair care
intense repair
hair fall rescue
daily shine
dryness care
dandruff care

Skin care
Creme
Fresh moisture
Gentle exfoliating

Antiperspirants
Original
Silk dry
Clear touch

Instruments of Data
Collection
Brand Asset Valuator Model
Y&R (originally Young & Rubicam) is a marketing and communications
company specializing in advertising, digital and social media, sales
promotion, direct marketing and brand identity consulting. They
developed the Brand Asset Valuator Model. The BAV model measures the
brand health based on four components namely-Differentiation,
Relevance, Esteem and Knowledge.
Differentiation This is the ability of the brand to stand apart from its
competitors i.e. - how it distinguishes itself from its competitors and what
prevents it from becoming a commodity. A brand should be as unique as
possible and more unique the brand is greater is the brand value.
Relevance-Relevance tells us how well the consumer connects with the
brand, it also helps us know whether the product has mass appeal or its a
niche product. It tells us about the segment to which the product belongs
and it also tell us about the household penetration.

Esteem- It tells us what the consumers perception about the brand is and
also tells us about the inclining or declining popularity of the brand.
Knowledge- Knowledge tells us about the consumers awareness level
about the brand and also how intimate the consumer is with the brand.
We have used a standard questionnaire for the five brands ( Questions
each).Our questionnaire consists of both close ended and open ended
questions which helps us obtain and analyze the data from both a
qualitative and quantitative angle providing us with a better insight in the
subject.

Methodology
We have conducted a survey amongst a heterogeneous population (they
differ in terms of regions from which they hail socio-economic status, taste
and preferences, etc).
Sample Size for Survey: 47

Laddering
Laddering is an interview technique which is one-on-one in nature. This
technique is particularly helpful in eliciting goals and underlying values
which helps the user in nascent stages of his research. It is an
unstructured approach trying to probe deep into the interviewees psyche
and analysing his responses to come up with the reason why and how
the product is important to them so as to derive from that the hidden
motivating factor of the consumer behind buying the product. Laddering
techniques involve creating, reviewing and modifying of hierarchical
knowledge, often in the form of ladders (i.e. tree diagrams).

Why is it better than the Zaltman

Metaphor Elicitation Technique?
Zaltman Metaphor Elicitation Technique (ZMET) is a patented market
research tool. Patent #5436830 was issued on July 25, 1995. ZMET is a
technique that elicits both conscious and especially unconscious thoughts

by exploring people's non-literal or metaphoric expressions. It was

developed by Dr. Gerald Zaltman at the Harvard Business School in the
early 1990s.
Reasons as to why laddering is better than ZMET:

Zmet is mostly done on unconscious thoughts and it explores a

persons non-literal or metaphoric expression and these are subject
to relatively more interpretation and hence are subject to the skill
of the person doing the interpretation which depends on experience
and technique used and hence the results might be less accurate
than laddering.
Zmet is more time consuming and needs a larger amount of
resources than laddering
Zmet requires trained people who know the meaning and also
needs identification of the hidden motivations for example using
hearing aid is looked upon as old and flawed and this is why people
postpone the purchase of a hearing aid though they cite that cost is
the reason to postpone the purchase. This job is very technical and
requires a lot of analytical skills. Laddering however does not
require any such specific techniques and hence requires relatively
less trained professionals. Moreover in case of ZMET getting such
labour force can be a problem and the costs of maintain such a
trained force may be very high.
Zmet is more popular with non-profit organizations .It is more
widely used to address organizational issues.

Findings And
Conclusions
1. Presentation of findings and
conclusion for Brand Asset Valuator
model
The analysis is to study the differentiation, relevance, esteem and
knowledge of Dove. The competitor brands for our study are Sunsilk,
Pantene, Garnier and Olay.

Brand Parity
Prior to the analysis of differentiation, relevance, esteem and knowledge
of Dove, it was important to understand whether consumers care about
their choice between different brands of personal care products. The 47
respondents were asked whether brand was important for them when it
comes to personal care products and these were the following responses:-

Dove
4%
yes
no
may be
96%

Thus from here it can be concluded that respondents do see the difference
between the brands.

Brand Knowledge
Knowledge is the extent of the consumers awareness of the brand and
understanding its identity. The awareness levels about the brand, and
what it means, shows the intimacy that consumers share with the brand.
True knowledge of the brand comes through building of the brand.
For measuring the brand knowledge of dove, the brand was compared
with its competitive brands.
The first question was on the logo of the brand. The respondents were
showed the logo of few brands with the names removed. This showed the
awareness which the respondents have of the brand. The brand with

highest number of correct answers proved to be more aware in the minds

of the respondents.
Similarly, brand knowledge of the respondents was also judged by asking
them to identify the taglines and celebrities involved with the brands.
The results of knowledge for the five brands are as follows- The table
indicates points.

Questions
Logo
Taglines
celebrities
Sub total
Percentile

Sunsilk
43
10
23
76
60

Brand Knowledge
Dove
Pantene
45
44
4
10
25
31
74
85
40
80

Garnier
45
27
24
96
100

Olay
19
5
34
58
20

Brand Knowledge
100
80
60
40
20

Sunsilk

Dove

Pantene

Garnier

Olay

Garnier is highest on knowledge. For instance, in India Garnier has floated

its tagline as Apna Khayal Rakhna. So, it helps to easily connect the
tagline with the brand.
Dove comes fourth in knowledge which is 40 percentile. The survey
indicated that people are not much aware about the brand.
Dove was launched in India in 1995. It not being an old brand still keeps
many people unaware about it. Also not many celebrities are seen in the
advertisements by Dove. We often notice a very common face in their
advertisements. This could be a reason why people are less aware of the
brand.

Another survey was done to know about the top of mind recall of
respondents when it comes to the soap category of each brand. Soap
category was picked up as during laddering the brand above was often
related to just soap instead of being a complete personal care brand.
Assuming that there was lack of awareness among the respondents of the
brand being a complete personal care brand, we took the core
competency of the brand which is soap.

TOM
25
20

1st Recall

15

2nd Recall

10

4th Recall

3rd Recall
5th Recall

5
0

Dove brand is in top of the mind recall of 23 respondents out of a total of

47 which clearly indicates higher level of knowledge and esteem in the
soap category.

Another aspect we wanted to know through our survey was whether

respondents know that Dove is a complete personal care brand. The
response we got from the 47 respondents was:-

21
16
8
2
0

Esteem
Esteem is the perceived quality and consumer perceptions about the
growing or declining popularity of a brand. Does the brand keep its
promises? The consumers response to a marketers brand building
activity is driven by his perception of two factors: quality and popularity.
Both vary by country and culture.
For measuring esteem of dove the following questions were asked.
Respondents were asked the brand with which they would associate
themselves with. If respondents have esteem for a brand, only then would
they want to be associated with it.
Another question was asked on brand promise. If a brand delivers its
promise, then esteem for the brand increases as consumers will have a
better perception of the brand.
Trust also indicated the regard the consumer had for the brand. So, we
asked the respondents to mention the brands they trust the most.
The results of the survey are- The table indicates points.

Questions
Associate
Promise
Trust
Sub- total
Percentile

Brand Esteem
Sunsilk Dove Pantene
Garnier
Olay
5
23
5
3
11
7
20
6
7
7
5
22
7
9
4
17
65
18
19
22
20
100
40
60
80

Brand Esteem
100
80
60
40
20

Sunsilk

Dove

Pantene

Garnier

Olay

Survey shows that Dove is highest on esteem. The reason for this could be
that the perceived quality and consumer perceptions about dove are good
and its popularity is growing. The brand is keeping its promises. The
consumer's response to a marketer's brand-building activity is driven by
his perception of two factors: quality and popularity, both of which vary by
country and culture, which in case of Dove is high in case of Dove
indicating good health of the Brand.

Brand Stature
Esteem and knowledge together create Brand stature, which is a report
card on a brands past performance and which determines the current
power of the brand.

Brand Stature
100

40

1
Brand Knowledge

2
Brand Esteem

Thus it can be seen that Dove is high on esteem but very low on
knowledge.

Differentiation
Differentiation is the ability for a brand to be distinguished from its
Competitors. A brand should be as unique a possible. Brand health is
built, and maintained by offering a set of differentiating promises to
consumers. And by delivering those promises to leverage value.
For measuring differentiation of Dove, the following questions were asked.
Respondents were asked to identify the brands from the taglines
mentioned. This has been taken as differentiation, because, if a consumer
can identify the tagline of a particular brand, it means that the particular
brand is differentiated in the consumers mind. In this, the brand being
identified the maximum number of times would get the highest marks and
the remaining would follow accordingly.
Another question was where the respondent, had to identify, if for a
particular brand, there is another brand quite similar in offerings. The
brand, for which maximum number of respondents felt there are not many
similar offerings, would get maximum points.
In another question on differentiation, we laid down the various
characteristics of personal care products. The characteristics listed wereless skin/eye irritation, fragrance, and moisturizing, gentle and less
chemicals.
These are important characteristics of a personal care
product. These characteristics differentiate one brand from another.

The results of the survey are - The figure indicates points.

Brand Differentiation
Questions
Unique

Sunsil
k

Dov
e

Pantene

Garnier

Ola
y

28

12

22

33

Characteristics

538

742

657

762

783

Sub total

547

770

669

784

816

20

60

40

80

100

Percentiles

Brand Differentiation
100
80
60
40
20

Sunsilk

Dove

Pantene

Garnier

Olay

Olay is highest on differentiation. According, to this Olay has been rated

highest in characteristics such as gentle but Garnier has been rated the
highest in less skin/eye irritation, Garnier.
Characteristics
less skin/eye
irritation
Fragrance
moisturizing
gentle
less chemicals
sum

Sunsilk
121
91
66
159
101
538

Olay
158
171
151
185
118
783

20

80

Garni
er

Pante
ne
Dove
1
167
42
147
174
138
118
145
122
189
161
130
141
115
125
147
762
657
742
60
40
100

The survey even tried to understand how the respondents perceive the
price of different brands. Price is an important differentiator; therefore, it
is important to see how consumers perceive the various prices.

Characteristics
Unaffordable
Expensive but affordable
Value for money
Inexpensive

Sunsi
lk
0
12
21
14

Dove
0
15
27
5

Pantene
0

Garnier
0

10
23
14

24
16
7

Olay
18
17
12
0

The result clearly shows that majority believes that Dove is a brand which
is a value for money.

Relevance
Relevance is the actual and perceived importance of the brand to a large
consumer market segment. This gauges the personal appropriateness of a
brand to consumers and is strongly tied to household penetration (the
percentage of households that purchase the brand).
For measuring the relevance of Dove, the following questions were asked:The respondents were asked the brands they would like to associate with.
If a consumer would want to associate with a brand, then the brand would
be relevant for the consumer.
In another question, the respondents were asked a series of questions on
why they would purchase a brand. The respondents were asked the
following questions:Characteristics
Value for money
Complete personal care
Quality
Smell
Less harmful chemicals
Satisfy my needs than
others

Sunsil
k

Dove

Pante
ne

Garnie
r

The results of the survey areBrand Relevance

Questions

Sunsilk

Dove

Pantene

Garnier

Olay

Associate

23

11

Purchase

26

94

25

48

30

Sub- total

31

117

30

51

41

Percentile

40

100

20

80

60

Olay

Brand Relevance
100
80
60
40
20

Sunsilk

Dove

Pantene

Garnier

Olay

From the above survey we can see that Dove is the highest in relevance.
This could be because people could associate more with the brand. Also
Dove is a popular brand, used from quite long now. It is a quality product
at expensive but affordable rate.
Moreover, it has wide variety of variants to cater to different consumer
preferences. The product is relevant among wide masses because of its
quality and constant innovation.

Brand Relevance

Respondents strongly agree to the fact that dove is a personal care brand.
Another question we asked the respondents was would they recommend
Dove to someone and the responses are as follows:-

yes

no

19%

81%

Brand Strength
Differentiation and relevance combine to determine brand strength. They
point to the brands future value.

Brand Strength
100

60

1
Brand Differentiation

2
Brand relevance

Bringing the four together- D, R, E,

K

2. Presentation of findings
and conclusion for
laddering method
The responses were received from the respondents was analysed to form
an A-C-V chain where A stands for attributes C stands for consequences
and V stands for values. The ACVS are organized in the following table
where similar values, attributes and consequences have been grouped
together. These helped us reach a definitive conclusion telling us about
the underlying consumer motivations behind buying the product, brand
health and how the product makes the consumer feel.
SNO.
1
2
3

ATTRIBUTES
Fragrance
Moisturize
Colour

4
5

Refreshing
Value for money product

6
7.
8.

Gentle to skin
No harmful chemicals
Packaging

SNO.

SUB-ATTRIBUTES
Convenient, saves time and energy
White, green and is associated with
peace
Not required to use moisturizer so
saves money
Eye catching ,soothing due to liberal
usage of white and green (dove a
symbol of peace)

CONSEQUENCES

10
11
12
13
14
15
16

SNO.

17
18
19
20

Wrinkling

Moisturizes skin and hydrates itimproper

hydration leads to wrinkling

Feel good factor

Confidence
Makes you stand out in the crowd
Soft skin
Baby soft feel, smooth texture
Spurs performance feels more self assured
Levels
Better social life
Magnetizes people
Fair skin
Convenience
Less time taking, more like a daily
chore
VALUES

Sense of achievement
Higher self esteem
Security
Self-assured

The serial numbers of the ACVs from the table were taken as the codes for
further analysis. The ACVs were transformed to the following.

Self assured

Confidence

Security

Sense of
achievement

Better social
life

Spurs
performance
level

Wrinkling

Feel good
factor

Moisturizer

Peace of
mind

Fair skin

Healthy skin

Colour

Fragrance

Value for
money

Refreshing

Gentle to skin

No harmful
chemicals

One of the core values was sense of security where the respondents
felt cared for by others which was followed by self assurance where
the respondents appreciated themselves for what they were and felt
confident about their presence. This was followed by peace of mind
which arose from the fact that money was well spent and also was a
resultant of better social life. Last but not the least was a sense of
achievement where the respondents felt they performed better and
more efficiently which lead to their appraisal and promotions which
filled them with a sense of pride and achievement.
The consequence which mattered the most was confidence and a
spur in the performance levels both of which are a function each
other. It also leads to a feel good factor. Less wrinkling was a
surprise find where many respondents felt that since the skin
remains hydrated the chances of early wrinkles are minimised.
Moreover the lack of harmful chemicals was an important attribute
as many people thought that in todays world looking good is very
important and large number of face washes, serums, cleansers were
available in the market but they are mostly harsh to skin as they
contain various harmful chemicals but Dove proves to be a good buy
as its gentle to the skin and lacks harmful chemicals and this gives
them peace of mind where they dont have to compromise on the
health of the skin to look good. The litmus test ad seemed to be
etched in the respondents mind.
Convenience was also rated high on the ladder as people had a busy
schedule and since Dove acts as a moisturizer people dont have to
use a moisturizing lotion separately which saves time, money and
bother and washing ones face with Dove becomes a daily chore and
one does not have to take out time to do it .So its a complete skin
care solution and hence respondents found it value for money
inspite of being expensive in comparison to the other soaps.

 The respondents also stressed on the refreshing quality of the

product and its light fragrance lifted their moods and made them
feel more agreeable and confident about themselves .They felt more
agreeable, behaved better and carried with themselves a positive
aura which made their social life scintillating which gave them
peace of mind and also boosted their productivity. They felt more
secure which is a function of being liked accepted and a sense of
belongingness prevailed.
Packaging elevated their mood and senses and soothed their eyes
as the colours white and green represent tranquillity.

Conclusion
1) Segmentation
Ladder frequency for attribute value linkage
Attribute

VALUES
PERSONAL

SOCIAL
Securit
y

Sense of
achievem
ent

Total

Peace
of
mind

Self
Assure
d

Total

Fragranc 0
e

Moisturi
zer
Colour
Refreshi
ng
Value for

0
0

0
1

0
1

0
1

0
2

0
3

money
Gentle
No
harmful
chemica
ls
Packagi
ng

0
0

0
1

0
1

0
1

0
0

0
1

The four values are classified into higher level values as

follows:-

SOCIAL VALUES

Is associated with how a person is accepted in his peer group and his
standing in the society.

Security

This is a function of how well accepted a person is in a group.

Belongingness fills a person with a sense of security. Social acceptance is
a function of a variety of factors amongst which ability to get along with
others which comes from being agreeable and confidence ranks very high.
Moreover a pleasant countenance helps matters. One feels sung and cosy
when cared by others which lead to increase in productivity.

Sense of achievement
This is a social value .When we see ourselves better off than others
monetarily we feel good and we feel we have achieved in life it is a boost
to our self esteem.

Personal values
Is associated with being comfortable of oneself and accepting oneself for
what they are. They are related to ones expectations of oneself.

Peace of mind
We feel good about ourselves and when we are appreciated by others we
attain peace of mind. We feel we could meet the standards we had set for
us which gives us peace of mind.

Self assured
When we feel more confident and beautiful we are more assured of our
presence which comes from a having a better image of oneself in ones
eyes as well as eyes of others.
From the ladder frequencies for attribute- value linkage, the results are as
follows:
Social- 4 respondents i.e. 40% respondents
Personal- 6 respondents i.e. 60% respondents
Thus we can conclude that this brand is more concerned with people for
whom personal values play a very important role.

2) Developing Advertising Strategy:

Means- Ends Conceptualisation of Components of
Advertising Strategy:
Driving force
The brand needs to orient itself more towards personal values like peace
of mind and self assurance. It MUST make people feel good about them
and not crave for an unattainable hourglass figure and looks. It should aim
at accepting oneself the way one is. The advertisement should aim at how
a person should aim at accepting oneself the way he is and making him
realise that self esteem is very essential as you cant be accepted by
the society when you dont accept yourself for the person you are.

Leverage point
Self assurance or self esteem should be reinforced as that is the value to
which most respondents connect.

Excecutional framework
Since the product is perceived to be a value for money product the ads
should stress as how the products are multipurpose .For example the soap
acts as both a moisturizer and a cleanser without the harmful properties
of soap. Hence the multipurpose use of the products should be reinforced.

Consumer benefit
The main consumer benefit as derived from our research is the feel good
factor which is again a combination of various factors like confidence,
better social life, healthy and less wrinkly skin. But confidence is a clear
winner and the ad should stress upon the boost in confidence levels when
Dove is used.

Message elements
What emerges from the Hierarchical Value Model is the importance of
confidence in the four major values-Self assurance, peace of mind, sense
of achievement and security. The product attributes which leads to the
consequence of Confidence are gentleness, absence of harmful chemicals
and moisturising property. These product attributes need to be highlighted
in the advertisements to induce the need for confidence among the
viewers.

Annexure
Questionnaire
1. Is brand important for you when it comes to personal care product?
Yes

No

2. Can you identify the logo of the brands?

3. Can you identify the taglines of the brands?

Love the skin you are in
Take care
Go fresh
Unforgettable hair
Shine. I believe I can
4. Can you identify the celebrities involved with the brands?
Shilpa Shetty
Sonam Kapoor
Kajol
Priyanka Chopra
Geneila D-Souza
5. Name five brands which come to your mind when you think of soap?
6. Which brand would you associate yourself with?
Sunsilk
Pantene
Dove
Olay
Garnier
7. Which brand fulfils its promise the most?
Sunsilk
Pantene
Dove
Olay

 Garnier
8. Which brand do you trust the most?
Sunsilk
Pantene
Dove
Olay
Garnier
9. Do you think any brand gives the same offerings as your brand?
Yes

No

10. Rate the following on a scale of 1-5(5 being the highest and 1
lowest)?
Characteris
tics
less
skin/eye
irritation
Fragrance
moisturizin
g
gentle
less
chemicals
sum

Sunsilk

Olay

Garni
er

Pante
ne

Dove

11. How would you rate the price of these brands compared to other brand?
Characteristi Sunsil
cs
k
Unaffordable
Expensive but
affordable
Value for
money
Inexpensive

Dove

Pante
ne

Garni
er

Olay

12. Can you tell me the reasons why you would purchase a brand?
Characteristics
Value for money
Complete personal care
Quality
Smell

Sunsil
k

Dove

Pante
ne

Garnie
r

Olay

Less harmful chemicals

Satisfy my needs than
others

13. Is Dove a premium brand?

Strongly Agree
Agree
Indifferent

Disagree

Strongly Disagree

14. Is Dove a personal care brand?

Strongly Agree
Agree
Indifferent

Disagree

Strongly Disagree

15. Is Dove not a feminine brand?

Strongly Agree
Agree
Indifferent

Disagree

Strongly Disagree

Disagree

Strongly Disagree

16. Is Dove a 1/4th moisturizing brand?

Strongly Agree
Agree
Indifferent

17. Will you recommend Dove to someone?

Yes

No