HIERARCHICAL VALUE MAP OF – ORBIT CHEWING GUM

Social Well being/ Self

acceptance/togetherness confidence
A

Security /comfort
in presence of
others

Healthier
living, Replaces
Replaces Fell fresh healthier sweets or
C Toothbrush well being than sweets cigarettes

Discrete:
doesn’t rattle
& disturb
Fresh mouth Not
Frequent No frequent
& breath appealing
renewal a renewal
nuisance Convenience

Flavour Lasts Fresh Taste Nice Taste Just Package Design

The & Size
Taste
V Flavour
Texture
doesn’t last
long
Results on the market information requirements – based on the HVMs

 It is clear from the HVMs for chewing gum that fresh breath is the central desirable quality.
Another quality for chewing gum is convenience.
 The fresh breath quality of the chewing gum is inferred from the taste of the products (taste is
primarily described as good, fresh or just taste). The nature of the packaging can also represent
a convenience in obtaining fresh breath.
 Purchase motives for chewing gum are (feeling fresh and well being) a feeling of security and
pleasure of being with other people. Social acceptance and self-confidence are the overall
values.

Description of variables used for the HVM

1. Texture- A chewing gum may have a relatively hard texture making it easy to wrap and which
subsequently changes to a relatively soft texture facilitating easy bite through. The above
chewing gum includes gum base, corn syrup, solids and one or more liquid moisturizers initially
separated from the corn syrup solids, together with optional sweeteners and bulking agents,
softeners and the like.
2. Flavor- Are the different taste a chewing gum can provide like mint, lemon, orange etc.
3. Package- Means the cover in which the chewing gum is enclosed. It may have a plastic enclosing,
be wrapped in paper covering.
4. Design- Refers to the overall shape of the chewing gum. Eg : round or rectangular in shape. A
spherical design allows the manufacturer to pack more chewing gums in the same package.
5. Convenience- Refers to the overall shape of the package which makes it easy to carry. For eg: a
rectangular shaped plastic box helps in easy consumption and also storage.
6. Security /comfort in the presence of others- Ability to satisfy the customer’s social needs of
social status ( eg: clean white teeth and fresh breath)
7. Well Being- Ability of the product to meet the customer’s need of fulfillment of well being needs
from all the above mentioned benefits.
 CONSUMER BEHAVIOR
CIA-I

Submitted to: Kshetragna Sir

TOPIC: ACV( Attributes Consequences Values)
Laddering exercise for a FMCG product-
Orbit Chewing Gum

Name:Ashish Dangua

Roll No: 0920807

Class: MBAG- V Trimester

Date: 19th October 2010