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BUYING BEHAVIOUR ON
FMCG PRODUCTS
PRESENTED BY :
AMRUTA
SHRUTI LAWANI
SWAR LAVEKAR
YUGANTAR KATARA
NIHARIKA SABHARWAL
CONSUME
R
DECISION
MAKING
PROCESS
TYPES OF
CONSUME
R BUYING
BEHAVIOU
R
TYPES OF CONSUMER BUYING BEHAVIOUR
• 1. Complex Buying Behavior:
Consumers go through complex buying behaviour when they are highly involved in a
purchase and aware of significant differences among brands. Consumers are highly
involved when the product is expensive, bought infrequently, risky and highly self-
expressive. For example, a person buying a personal computer may not know what
attribute to look for. Many of the product features like “16K.memory” “disc
storage”, “screen resolution” carry no meaning to him or her.
• 2. Dissonance-Reducing Buying Behaviour:
Sometimes the consumer is highly, involved in a purchase but sees little difference in the
brands. The high involvement is again based on the fact that the purchase is expensive,
infrequent, and risky.
TYPES OF FMCG PRODUCTS
BEVERAGES:
• It consist of juices, tea , coffee, health beverages, boiled water, soft drinks etc.
SCOPE OF FMCG PRODUCTS:
•Whether the buyer is satisfied after purchase, depends on the offerer’s
performance in relationship to the buyers expectation.
•If the performance falls short of expectation the customer is dissatisfied, if it
matches the expectations, customer is satisfied. Where as if it exceeds the
expectations the customer is delighted.
HOW DO WE MEASURE SATISFACTION IN
FMCG
• PERIODIC SURVEYS:
To know how a consumer feels about a product surveys can be conducted
periodically. If a consumer is not satisfied we can get a feedback and make
changes according to consumer needs.
• COLLECTING INDUVIDUAL FEEDBACK:
Feedback can be collected from individual users as well. The users and non users
can be talked to and know what recommendations do they have for the product.
• MONITOR COMPETITIVE PERFORMANCE:
It is very important to know what the competitors are offering and if they are
doing better then why is that so? And what changes need to be done to our product
in order for the consumer to be satisfied.
WHAT DOVE DOES TO
APPEAL TO CONSUMERS?
THE VALUE PROPOSITION
Non frizzy
Soft “Dove does not make skin dry like
1/4th
hair moisturizing cream other soaps”
Nourished Milk
Healthy Milk
Lively Makes
skin happy
Conditioned Let your skin
glow
ALL THIS LEAVES AN ENDURING
IMPRESSION ABOUT THE BRAND.
• Dove shampoo might also have these chracterstic
• Thus strong belief in minds that Dove cares!
• Its like building up on the already created image.
EVERY WOMAN CAN BE BEAUTIFUL !
NEW GENERATION DOVE!
• In India only 20% women colour their hair as compared to 90 % in developed market.
• Hair as a part of their overall personality.
• Freedom to experiment with their hairs in order to look beautiful.
• Go play, dove would take care of the rest!
• Focuses on the new emerging trend.
BRAND PERSONALITY
• Honest , straightforward and Simple.
• More realistic.
• We know that we can not change our hair so much! Thus dove shows more
realistic image and becomes trustworthy.
• Feeling beautiful in whatever colour or texture of hair you have.
• Used real women, not models.
• Widen the definition of beauty- ‘Real Beauty campaign’
• Touching at the emotional side of women- their sensitivity towards how they
feel about themselves. Thus more caring brand.
WHY CONSUMERS BUY
PARACHUTE OIL?
• First Branded coconut oil in the country
• Journey began 4 decades ago
• 50% of the market was unbranded
• Hence it was re-launched with sleek pack
• with innovative packing
• Parachute is one of the top 100 most
• trusted brand
• It is world largest packaged coconut oil
• Brand
• Market Share of 48%
• Synonymous with pure coconut oil in the market
& is positioned on the platform of purity.
• Parachute thus enjoys tremendous equity, trust
with every passing generation & loyalty in the
urban as well as rural sectors of India.
• Innovations in the packaging whether from the
aspect of user-friendliness or aesthetics have and
continue to help Parachute grow.
THE BRAND HAS BEEN ENDORSED BY
CELEBRITIES
Deepika Padukone,
“World’s Best Hair” “Gorgeous Hamesha”
Diya Mirza
“1 Hour champi kiya kya”
Yuvraj
“style on every day”
Nargis Fakhri.
“Flatter your hair and it will return the
favor”
CREATING SUPERIOR VALUE PROPOSITION- WHY CONSUMER
SHOULD BUY THIS PRODUCT?
• Consumer preferences are changing. The youth now
didn't want to have Oil -on- their hair look.
• This prompted Marico to look into the Value Added hair
Oil market.
• Marico decided to depend less on the basic Parachute
oil and we saw a series of new product launches.
• Marico launched Parachute with jasmine fragrance
which was well received by the market.
• Also came Parachute Advansed and Parachute
Sampoorna.
• Path-breaking brand, Parachute pioneered the switch
from coconut oil sold in tins to plastic.
• Parachute is also available in pouch packs, to service
the rural sectors
THANK YOU