Consumer Behaviour Assignment Questions

1. What are the category beliefs among the non-users of shampoo?

Ans: They are associated with their lifestyles, their habits and alternatives. It
also depends on their purchasing power and how significant they perceive
affording a shampoo bottle.
Following variables can be used to determine a non-user:
- Affordability,
- Lifestyles and psychographics,
- Brand communication,
- Income

2. What are the cognitive beliefs of the 3 brands of shampoo? (What are those
advertising elements that match with the cognitive beliefs?)

Ans: a) Clinic Plus: Family value and health foundation.

b) Head and shoulders: Anti dandruff brand of P&G which is chemically tested.
Approved by dermatologist
c) Chic: At Cheaper Rate Promises soft, nourishing, beautiful hair

3. What are the affective aspects reflected by the advertisements of the 3 brands of
shampoo? (What are those advertising elements that match with the affective
beliefs?)
Ans:
Clinic Plus Head and Chic
shoulders
Kind of shampoo Cosmetic Anti dandruff Cosmetic
shampoo of HUL shampoo of P&G shampoo of
Cavin Care
Central Young school Young male and Female between
character going girl of age female between 18 to 25 years
8 to 14 years old 18 and 25 years old
old
Influencer Mother Celebrity Mother
Consumer Low income Premium Low income
segment consumer consumer

4. Are there differences between the cognitive and affective beliefs reflected by the
respondents based on their exposure to the ads to the three brands? Why are
these differences being observed?

Ans: There are differences between the exposures and the concepts of shampoo:

1) In cognition, people are having different perception based on their

recognition whether they are positive or negative.
2) In affective, various ads try to attract people to purchase the product with
the belief that it is beneficial to them.
5. How strong are the conative beliefs of respondents after they are motivated by
the cognitive and the affective aspects of the three brands?

Ans: Conative aspects comes with a belief whether to buy or not to buy.
If both cognitive and affective aspect have motivated the customer with
an intension to buy the product, if negative stages occurs then they
may switch to other product.
As of all that factors, conative and cognitive will affect the greater
demand

6. What is the implication of some brands being rated high on conative aspects
after consumers are convinced about the respective cognitive and affective
aspects of the brand(s)?
Ans: Conative aspect is one of three parts of the mind, along with the affective and
cognitive aspects.
In short, the cognitive part of the brain measures intelligence, the
affective deals with emotions and the conative drives how one acts on
those thoughts.
So conative is last and ultimate stage of mind in which a purchase
decision takes place

7. How does each brand score on the cognitive, affective and conative aspects
(each brand can be marked as low, medium or high on each of those
components)?
Ans:
Brand Cognitive Affective Conative
Clinic Plus Medium Medium High
Head and Medium High Medium
shoulders
Chic Low Low Medium

8. How does each brand score on attitude towards the brand?

Ans:
Brand Score
Clinic Plus 4
Head and shoulders 3
Chic 6

9. How can the theory of reasoned action model be applied to each brand? Are
there gaps that can be found with regards to each brand?
Ans: The theory to reasoned action is a model that finds its origins in the field of
social psychology. According to this model, a persons behaviour is determined
by its behavioural intention to perform it. This intention is determined by the
persons attitude and his subjective norms towards the behaviour.
This theory predicts the attitude and behaviour of a large group of people.
 Brand Prediction
Clinic Plus Will definitely buy the product
Head and shoulders Might not buy
Chic May or may not buy

10. How is the elaboration likelihood model being used by the brands?
Ans: The elaboration likelihood model of persuasion is an organizing framework
developed to understand persuasion and attitude change. It proposes that there
are two primary routes to successful persuasion or attitude change:
1) Central route in which persuasion will likely result from a person's careful
and thoughtful consideration of the true merits of the information presented
in support of an advocacy.
2) Peripheral route in which persuasion results from a person's association
with positive or negative cues in the stimulus or making a simple inference
about the merits of the advocated position.

Clinic plus and chic shampoo used central route of elaboration likelihood
model where there was a rational consideration of the product w.r.t what is
shown in tv ads. On the other hand, head and shoulders used peripheral
route of elaboration likelihood model and used celebrity endorsements.

Brand EL
Clinic Plus High
Head and shoulders Low
Chic Medium

11. Based on the analysis and the application of concepts, how can a new brand be
launched?
Ans: Consumer behaviour depends on several parameters which includes
tastes, preferences, attractiveness which will help them decide whether to
purchase the product or not and also persuasiveness of the product at a very
reasonable price. It also depends on demographical areas such as affordability,
per capita income etc. the brand advertisement also affects the brand latch and
its sales to a large extent.
Market research, which includes qualitative as well as quantitative research and
domain knowledge of your market is very necessary and is all endorsed by
secondary data.