Final Termpaper Cb

7/29/2019 Final Termpaper Cb

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Consumer Behavior

(MKT 410)

Sec: 1

Prepared For:

Mr. Farhan Faruqui

Senior Lecturer,

Dept. of Business Administration

East West University

Prepared By:

Name ID

Tasfia Raihan 2009-1-10-251

Syed Nazer Hossain 2009-2-10-185

Md.Mamunur Rahaman 2010-2-10-126

Kaniz Fatima Lira 2009-2-10-145

Nashia Tasnim Jisa 2009-2-13-035


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Letter of Approval

December 08, 2010

Mr. Md. Farhan Faruqui

Senior Lecturer

Department of Business Administration

East West University

43, Mohakhali C/A. Dhaka

Sub: Submission of the term paper on Clear-shampoo

Dear Sir:

In the response of your advice to our group to make a report on Clear-shampoo, under the course

MKT 410, we have done the task with the help of different references, primary and secondary data and

conceptual knowledge.

We have followed standard methodological formation to make all our findings and examined all the

references to bring the exact output while preparing this term paper. We have also done a survey and

inputted those data on Microsoft Excel.

It will be a great privilege for us if you kindly spend some of your valuable time having seen the full paper

and give your valuable opinion.

Sincerely yours,

Tasfia Raihan 2009-1-10-251

Syed Nazer Hossain 2009-2-10-185

Md.Mamunur Rahaman 2010-2-10-126

Kaniz Fatima Lira 2009-2-10-145

Nashia Tasnim Jisa 2009-2-13-035


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Executive summary

Clear is Unilevers leading anti dandruff shampoo brand. Since its first launch in 1972 in Asia .

Clinic all clear has introduced the first ever anti-dandruff shampoo range formulated exclusively

for men. In this survey the sample size was 60. From that survey we found that the user ofClear

shampoo is mostly Men and the age is between 18- 25. So youth men are mostly use thisshampoo. Though, this shampoo has a sector for women. Again from the survey we can see that

people are influenced to buy this shampoo because of its effectiveness of reducing dandruff.

Most of the surveyed people want to use Clear shampoo next time, And a large amount of

people are already using it. Most of the people come to know about Clear shampoo from

television advertising and from print media therefore the promotional activities of Clear

shampoo is very effective. So they need more promotional activities to ensure customers need

and want, and they need to promise people about the effectiveness of removing dandruff. Soon

Clear shampoo will be one of the leading anti dandruff shampoo in the market. They challenge

people to have a dandruff free hair within 7 days. Clear shampoo will be the next leading

brand of anti dandruff shampoo in the market.


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Table of content

1 Introduction: ......................................................................................... 6

1.1 Origin of the report: ...................................................................................................................... 6

1.2 Objective of the report: ................................................................................................................. 6

1.3 Scope:............................................................................................................................................ 6

2 Methodology of the report: .................................................................. 7

2.1 Nature of the study: exploiters..................................................................................................... 7

2.2 Primary Source: ............................................................................................................................ 7

2.3 Secondary Source: Secondary information was collected from the internet. ............................... 7

2.4 Limitations of the reports:............................................................................................................. 7

3 Company overview: ............................................................................. 8

3.1 Company profile: .......................................................................................................................... 8

3.2 Mission:......................................................................................................................................... 9

3.3 Few elements of clear shampoo journey: .................................................................................. 9

3.4 Product Profile ............................................................................................................................ 11

Women ........................................................................................................................................... 11

Men................................................................................................................................................. 11

Unisex ............................................................................................................................................. 11

4 Analysis of consumer Behavior: ........................................................ 12

4.1 Profile of the Target Market: ...................................................................................................... 12

4.2 Memory:...................................................................................................................................... 21

4.3 Positioning of Clear Shampoo:................................................................................................ 23

4.4 Self concept:................................................................................................................................ 24

4.5 Perceptual mapping:.................................................................................................................... 26


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5 Attitude: ............................................................................................. 27

5.1 ATTITUDE FORMATION AND CHANGE:............................................................................ 27

5.2 Attitude component:.................................................................................................................... 28

5.3 Changing cognitive component: ................................................................................................. 30

5.4 Measurement of behavior component:........................................................................................ 30

5.5 Changing behavioral components:.............................................................................................. 32

5.6 Changing Affective components:................................................................................................ 33

5.7 Component Consistency: ............................................................................................................ 34

6 Conclusion ......................................................................................... 36

7 Reference ........................................................................................... 37

8 Appendix ............................................................................................ 37

9 Questioner .......................................................................................... 38


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1 Introduction:1.1 Origin of the report:East West University is an institution that promotes eastern cultures and values and meaningfully

blends eastern and western thought and innovation. To do this it provides undergraduate degree

on different major subjects like Marketing .Finance, HRM, Economics etc. Consumer Behavior

(MKT-410) is one of the courses of Marketing major. Precisely it teaches us how individual feel,

think, and act in the market place.

While doing this course, we have learned the factors of influencing a buyers decision, learn ing,

attitude, memory, self- concept and so many other important things. To implement all of those or

in other way to practically experience those issues MR. Farhan Faruqui, course teacher of

Consumer Behavior has given us this term paper on CLEAR SHAMPOO.

1.2 Objective of the report:By doing this report, we will be able to know the target markets profile of CLEAR shampoo,

their buying motive and preference. We will also be able to know the current market situation of

CLEAR shampoo. We will be exploring the facts, how individuals get influenced toward

CLEAR shampoo. What they feel about different shampoo and what are the comparisons.

This report will also let us know the possible recommendation for CLEAR shampoo.

1.3 Scope:The report is prepared concentrating on CLEAR shampoo.The area of survey was only in Dhaka

city. So all the conjectured will be made on the city area specially in our own campus. It is a

comprehensive report based on structured questionnaire survey, data, calculation, peoples

opinion, our perception and knowledge and books of consumer behavior.


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2 Methodology of the report:

2.1 Nature of the study: exploiters Source of information: Both primary and secondary sources

2.2 Primary Source:Primary sources were random individual .The following factors

were considered to collect information.

Sampling method: Convenient Sampling. Information Collection instrument: Structured questionnaire for the respondents. Sample size: 60 individuals.

2.3 Secondary Source: Secondary information was collected from the internet.Analysis of information: Statically technique through MS Excel was used to analysis the

collected data, Average, weighted were used here.

Presentation of information: Collected and calculated information are presented in graphical

forms.

2.4 Limitations of the reports:While preparing the report, we had to face some problems:

For the sake of official secrecy, the concerned officials did not provide enoughinformation.

Age limitation was one of the major problems. Limited time causes a big problem. Lacking of the information among customer was another major problem. In many cases, we found some people who did not interested to cooperate. Political condition of the country was also interrupting our survey.


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3 Company overview:3.1 Company profile:

Clear is Unilevers leading anti dandruff shampoo brand. Since its first launch in 1972 in

Asia, the Clear formulation has continuously evolved with intensive research and clinical trials

conducted by scientists at the Clear Paris Institute. With a constant focus on leading edge

technology, Clear is pegged as the worlds leading scalp care shampoo. Clinical research shows

that dandruff and other scalp problems like dryness originate deep under the scalp. Washing

away visible flakes on the surface does little to treat the root cause, which is a weak and

damaged scalp barrier. Thus, dandruff keeps coming back. Experts at Clear understand that scalp

is skin. Therefore CLEAR has partnered with the worlds leading dermatologists from the

International Academy of Dermatology (IACD) to bring the scalp nutrient technology new

CLEAR with Nutrium 10 to its consumers. To address the different needs of male and female

scalp, Clear has come up with Nutrium 10 technology for women and Pro Nutrium 10 for men.

Combining the benefits of pro-vitamins, minerals and sunflower oils, Nutrium 10 treats dandruff

at the root: nourishes the scalp to eliminate flakes, soothes dryness and repairs the scalp barrier

to strengthen its natural resistance.

New CLEAR Anti-Dandruff Shampoos Nutrium 10 has been identified by IACD as the scalp

care technology that will lead the paradigm shift in scalp care management. It took years in the

making and is a part of CLEARs mission to deliver the most effective anti dandruff shampoo for

healthy scalp and hair. This technology will contribute not only to better scalp health, but also

improve dandruff sufferers quality of life.


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3.2 Mission:

Their mission is to deliver the most effective anti dandruff shampoo for health scalp and

hair.

3.3 Few elements of clear shampoo journey:

Clinic all clear has introduced the first ever anti-dandruff shampoo range formulated exclusively

for men. The two variants in the new range are clinic all clear active sport and clinic all clear hair

fall decrease. Clear shampoo always promotes any celebrity for banding their product. They

mainly used sports man or any good looking actor for their clear for men shampoo.


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Again they are using very attractive actress or model for their promotional activities from all

over the world. Like:


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3.4 Product Profile

CLEAR believes that having a problem-free scalp (without dandruff, itch, dryness or greasiness)

allows you to leave behind your inhibitions so you can make the maximum impact. That is why

Clear is the scalp expert that: offers customized solutions for holistic scalp health and helps you

harness the power of the healthy scalp as the foundation for healthy, impactful hair.

CLEAR variants are

WomenSoft and Shiny - Transforms hair from dry

to lusciously soft and shiny

Anti-Hair Fall - Strengthens from the rootto tip and increases hairs defense against

hairfall and breakage

MenCool Sport Menthol - With active

menthol, for all scalp and hair types

Anti Hairfall- With Pro-Strength Ginseng

Technology for weakened

UnisexComplete Active Care - Quenches thirsty

scalp and hair with essential nourishment

Ice cool Menthol - Refreshes and revives

scalp and hair with an invigorating burst of

menthol freshness


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4 Analysis of consumer Behavior:4.1 Profile of the Target Market:An overall view of the target market based on demographic, psychographic and socio-economic

factors will be discussed thoroughly in this part of the report. From this discussion it could easy

to find sum of all potential target customers age, sex, and the income. This section has been

discussed depending on the result of the survey that we have done on 60 people.

4.1.1 Demographic Factors:Demographic factors include size, location, age income, gender etc. Considering all these factors

we have made a questionnaire consisting 60 questions and a survey has done to different

customers. After surveying we found some information which is given below From the survey

we found the result of demographic factors which are described below.

Gender:Most of the product are deigned to target specific group of customer. Based on this, we have

divided our total customer in two groups that are male & female.

We made our survey based on 60 peoples opinion. Among these people 70% were male and

30% were female.


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We found from survey result that among these 70% male, 90% are Clear shampoo customer

and among these 30% female, 10% are the customer of clear shampoo.

According to our survey finding result, it is understood easily that most of the customers of

Clear shampooare male.

Strategy:

Since most of the customers of Clear shampooare male, they should give moreconcentration on female customer as well.

By using renewed personalities or celebrities in marketing activities, they should connector adopt its product more with female customer.

They should give advertisement for its target customer. Media can be used like TVcommercial or Magazine. Play advertisement in between the programs like drama,

cinema, cooking program for female.

70%

30%

total survey gender

male

female

90%

10%

clear shampoo

consumers gender

male

female


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Age:Age is the crucial factors to find out the consumer behavior toward Clear shampoo. It affects

consumer life style and self concept, attitude, norms. We asked questions to different ages

people to find out the variation in consumer behavior in deferent ages

From the total survey we found the maximum age is between 18-25 groups. Among the entire

sample we see that 63% consumers of the Clear shampoo are between 18-25 ages, 19%

consumers are between 26-35 ages, 11% are between 36-45 ages and 7% consumers are between

17& below. So from pi- chart, it is easy to say that most of the consumers ofClear shampoo

are young professional, university students who use Clear shampoo In most of the cases.

Strategy:

They should give concentration on middle age groups whose most of them age between30-39 years or more than that.

They should use young and stylish celebrities and attractive TV commercial to grab theattention more whose age below 30 years.

They should make available shampoo so that consumer can buy it easily.

0%

67%

17%

12%4%

age

17 and below

18-25

26-35

36-45

46-55

63%

19%

11%7%

clear shmpoo consumers age

18-25

26-35

36-45

17 & below


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Give more concentration on affectivity because young generation consumer wants this.

Income:Income has great influence on consumer buying decision of shampoo. Whose income level high,

they can easily buy high priced shampoo, but whose income level low, they cannot do it.

From survey we got the information about consumer income level. Below in pie chart , we can

see that 45 % consumers ofClear shampoowhose income are between 30000-50000, 22% are

90000-above, 20% are between 60000-80000 and 13% are between below 20000,

Strategy:

Give more focus on upper middle class and middle class people, here woes income30000-50000 most of them are executives who use Clear shampooin their daily life.

13%

45%

20%

22%

Average family income:

Below 20,000

30,000 50,000

60,000 80,000

90,000- above


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Offer different quality shampoo packets at different prices for different income levelconsumer.

Offer good quality and high nourishing shampoo for those consumer whose income level90000-above

Make available of minipack shampoo for the group below 20000, who can buy Clearshampooat a very low price.

Occupation:Occupation predetermines individuals income level which also most of the cases influence in

consumer buying decision of tyre. In time of survey we asked question to different people who

occupied different occupations.

From our whole survey 82% people are students. Rest 20% are execu tives, faculty housewifes

or service holder. but if we look on the only clear shampoos graph we found that 65% people

are student who are using Clear shampoomore than other two.

Stretegy:

82%

4%6%

4% 4% 0%

occupation

Student

Faculty

executive

Other.

housewife

sevice holder

65%14%

21%

clear shampoo users

occupation

student

executive

others


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As most of the consumers of Clear shampoo are students, they should provide differenttypes of shampoo

Make available near school, collage, university. Give colorful and attractive advertisement for students. Try to attract executives through increasing advertisement and try to make high status.

4.1.2 Other Findings:

We have found some other information which is described below:

Frequency of use clear shampooAccording to our survey 30% of our responded use shampoo weekly, 26% alternative week 23%

of the respondent us shampoo daily and 21% use alternate day.

23%

21%

30%

26%

How frequent you use clear shampoo

Daily

Alternate day

Weekly

Alternate week


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Strategy:

Clear shampoocan increase their distribution channel so that people can notice thatClear shampoo is available in the market.

Describe the effectiveness of removing dandruff without damaging the hair. Daily use of anti dandruff shampoo is not harmful specially Clear shampoo this

information need to deliver to the consumers.

Factors mainly affect the choice of shampoo:There are some factors which affect to choose any shampoo. Based on our survey we found that

41% of the sample wants a good brand while they are choosing their shampoo, 35% care about

the effective in reducing dandruff, 19% care about the price, and rest of them wants the other

affects like packaging, silkiness..

Strategy:

Make Clear shampoo as a high status brand.

19%

35%

41%

2% 3%

Which of the following factors mainly

affect your choice of shampoo

Price

Effective in reducing

dandruff

Brand

Packaging

Others.(please specify).


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Make sure the effectiveness of clear shampoo. Consumer need to relay on the brand thatthis shampoo ensuring to remove dandruff without harming their hair.

As price is a very important factor according to our survey Clear shampoo need to bemore price caring product.

Most influencing factor to use clear shampooFrom our survey we found out that 33% people takes decision based on their self judgment, 28%

are influenced by friends 17% are influenced by marketing activities, 20% are influenced some

other factors.

Strategy:

As most of the influence upon Clear shampoo comes from self-influence, the companyshould try to increase the goodwill of clear shampoo, so that it can create a positive

impression to the customers mind.

Provide a good marketing activity as we see that marketing activities is not influencingrather than other options. So marketing activities need to be more effective.

28%

33%

2%

17%

20%

who influence to use clear shampoo

Friends

Self

relatives

marketing activities

others.(please specify)


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Friends also influencing to use Clear shampoo so marketing activities need tostructured in that way.

Source of knowing about clear shampooFrom our survey result, we came to know that 73% of the respondents know about Clear

shampoo through TV advertisement 15% newspaper, 9% from friends, and 3% from other

factors.

Strategy:

TV commercials can transmit very clear information to people due to its effectiveness,and removing dandruff, Clear shampoos should apply its classical conditioning

advertisements more on different TV channels. As from the survey we see that most of

the people know about the shampoo from television advertisement.

Newspaper is the best way to communicate large number of people. Clear shampoomust give more advertisements to involve the customers emotionally and rationally.

Friends are also influencing the factors. FM Radios are getting popular day by day. Competitors of Clear shampoo have already

started advertising on FM Radio channels. Clear shampoo must try to spread its

message through radio channels by involving famous RJ and sponsoring popular shows.

73%

15%

0%9%

3%

How do you know about Clear Hair Shampoo?

Television advertise

Newspaper

Radio

Friends

Others.(please specify)


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4.2 Memory:Memory is the total accumulation of prior learning experiences. It consists of two inter related

components

Short- Term Memory Long- Term Memory

4.2.1 Short- Term memory:Short term memory is that portion of total memory that is currently activated or in use. It is often

referred to as working memory. It is an active, dynamic process not a static structure.

Maintenance Rehearsal:

This is the application of short term memory. Maintenance rehearsal is the continual repetition of

a piece of information in order to hold it in current memory.

Strategy:

If Clear Shampoo give more advertisements for their products through television,

magazines, radio and newspapers, more people will notice their advertisements. Repeating the

advertisements will make the consumers retain the concept of the product for longer period of

time.

4.2.2

Long-Term Memory:Long term memory is viewed as an unlimited, permanent storage. Long term memory carries

numerous types of information such as concepts, decision, rules, process, affective states and so

forth. In case of long term memory, product stays for a long term and consumer can recall after a

certain period of time.

Semantic Memory:

Semantic memory is the basic knowledge or feelings about a concept. It represents the persons

understanding of an object or event at its simplest level. When a person hears or thinks about

Clear Shampoo, it may remind that person of high quality, healthy hair, affordable and

Dandruff free hair.

Episodic Memory:


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Episodic memory is the memory of sequence in which person participated. Clear Shampoo are

used for. Therefore a person hears the term Clear Shampoo, he/ she might think of a healthy

and dandruff free hair in which that person used Clear Shampoo for his/her hair

Schematic memory:

It is what a consumer thinks and feels when the brand name is mentioned. It is the source of

personal experiences and opinions through which customers can differentiate Clear

Shampoo differently. Clear Shampoo contains several characteristics, usage situations,

episodes and affective reactions.

While surveying the customers, we found several memory events about Clear Shampoo which

are given below:

ma

clear

Shampoo


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4.3 Positioning of Clear Shampoo:

It is arranging for a product to occupy a clear, distinctive and desirable place relative to

comparing a product in the minds of target consumers. It is often used interchangeably with

brand image. Product positioning has a major impact of long term success of brand. It is the

place that marketers want to have in the mind of target customer. To capture a good share in a

market we can offer consumers greater value, either through lower prices or by providing more

benefits that justify higher prices.

We tried to find out the position of Clear Shampoo in the market by asking a question-

1. What comes to your mind when you hear the word Clear Shampoo

High price high status helps to maintain healthy hair anti- dandruff silky hair


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Figure: Positioning of Clear Shampoo on peoples minds

According to our survey, we found that majority of the people (36%) said the word helps to

maintain healthy hair and anti- dandruff comes in their mind when they hear Clear

Shampoo. The remaining people thinks of Available, 6 % thinks of High price, 10% thinks

of Silky Hair, 12% people thinks of Status when they hear the word Clear Shampoo

4.4 Self concept:Each person has personality characteristics that influence his or her buying behavior. By

personality, we mean a set of distinguishing human psychological traits that lead to relativelyconsistent and enduring responses to environmental stimuli. Personality is often described in

terms of such traits as self-confidence, dominance, autonomy, deference, sociability,

defensiveness, and adaptability. Personality can be useful variable in analyzing consumer brand

choices.

High Price

6%High status

12%

helps to Maintain

Healthy Hair

36%

Anti-dandruff

36%

Silky Hair

10%

positioning Clear Shampoo in peoples mind


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The idea is that brands also have personalities, and consumers are likely to choose brands whose

personalities match their own. We define brand personality as the specific mix of human traits

that may be attributed to a particular brand.

According to the survey we found that most of the people probably will use clear shampoo(43%)

25% will use definitely. And rest of them might use it or not.

Strategies:

We need to make more promotional activities to grab those people who probably want touse clear shampoo. The challenge is to make them definite user.

Make a larger amount of people who are in blue area.

19%

43%

9%

25%

4%

do you want to use clear shampoo next time?

may be or not

probably I will

definitely not

definiteli I will

probably will not


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4.5 Perceptual mapping:Perceptual mapping is a diagrammatic technique used by asset marketers that attempts to

visually display the perceptions of customers or potential customers. Typically the position of

product, product line, brand, or company is displayed relative to their competition.

Perceptual maps can have any number of dimensions but the most common is two dimensions.

The first perceptual map below shows consumer perceptions of various Shampoo on the two

dimensions of quality and Price.

.

Revlon

Pantene

Clear

shampoo

Palmolive

sun silk

LOreal

Low quality

Low price

High quality

High price
http://en.wikipedia.org/wiki/Diagramhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Positioning_(marketing)http://en.wikipedia.org/wiki/Product_linehttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Automobilehttp://en.wikipedia.org/wiki/Automobilehttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Product_linehttp://en.wikipedia.org/wiki/Positioning_(marketing)http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Diagram


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5 Attitude:Attitudes cannot be seen; they can only be inferred from the manner in which an individual

behaves. Nevertheless it is crucial that attitudes are measured. This is because an individual with

a positive attitude towards a product/service offering is more likely to make a purchase. Attitudes

can be measured by observation, qualitative studies and quantitative techniques (or rating scales).

An attitude is an enduring organization of motivational, emotional, perceptual and cognitive

process with respect to some aspect of our environment.

5.1 ATTITUDE FORMATION AND CHANGE:Attitude formation is of prime importance to a marketer. This is because he needs to develop

positive attitudes for his product and service offering, as also his brand. Attitudes comprise three

components, knowledge, feeling and behavior; while we can just observe behavior, the

knowledge and feeling component remain hidden. Thus, we can infer that an attitude, (whether

positive or negative) is formed based on the observation of ones behavior. That is why learning

is defined as a change in behavior that occurs as a result of experience. Once attitudes are formed

(as a result of learning), it is very difficult to change them. This section deals with the formation

and change of attitudes.

a) Attitude Formation:

Attitudes are formed as a result of the learning process. The formation of attitudes can be

explained through behavioral theories (classical conditioning, operant conditioning), cognitive

learning and social learning.

b) Attitude Change:

Once formed, attitudes are enduring and consistent. However, this does not imply that they

cannot be changed. Attitudes can be changed in the same manner as they are formed, i.e. through

learning. They can be changed by bringing about a change or alteration in any one or all of the

components that make up the attitude, i.e. knowledge, feeling and behavior. Bringing about,

changes in any or all of the tricomponents, requires immense effort on the part of the marketer,

who need to provide information via media as well as use reference group appeals and opinion

leaders so as to influence modification of attitudes.


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5.2 Attitude component:Measurement of cognitive component: Attitudes can be changed by providing information about

the brand, and changing consumer beliefs about the attributes about a brand. It can also be

brought about by changing the importance that consumers attach to the attributes of a product.

The component consists of the belief that the people have towards different Shampoo. To

measure the cognitive components towards CLEARSHAMPOO we asked customers to place

belief about the best attributes of shampoo and their ideal shampoo product in a semantic scale.

To fully evaluate it, we also asked them to place their beliefs about Dove sunsilk pentene,

as they are very popular and have a position in the market from the very beginning. We

constructed the cognitive component measure like the following way:

o High Fragrance .. .. ..... .. .. Low Fragranceo High price .. .. .. .. .. Low Priceo High availability .. .. .. .. .. Low availabilityo High packaging .. .. .. .. .. Lowpackagingo Remove dandruff.. .. .. .. .. Remove dandruffo High status .. .. .. .. .. Low status

The belief of customers towards ideal product:

10%

10%

20.00%

30.00%

20.00%

10.00%

Different attribute of shampoo

fragrance packaginf price remove dandruff availability status


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Here the ideal point is 3 and the Clear shampooat the level of 2.22

0

0.5

1

1.5

2

2.5

3

3.5

4

clear shmpoo Pantine Idea Shampoo Sunsilk Dove

2.9 3

4 3.8 3.7

Comparison of market value


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5.3 Changing cognitive component:A common and effective approach to changing attitudes is to focus on the cognitive component.

CLEAR SHAMPOO can change the consumers belief towards their products by changing

beliefs, shifting importance and adding beliefs.

Strategy:

Do your shampoo have the herbal element? Using renewed personalities or celebrities in marketing activities. Increase quality(i.e. now 10% extra.).

5.4 Measurement of behavior component:Consumer attitude can also be changed by eliciting trail on the part of the consumer and

encouraging him to use the product.

However, as newer information about product attributes, benefits, features etc is provided so as

to bring about change in consumer beliefs and attitudes, consumers tend to experience some

level of attitudinal inconsistency. Such feelings of inconsistency lead to uneasiness and tension

in the minds of consumers and as a natural consequence, they attempt to seek consistency in

thoughts, feelings, and actions. In fact, they desire a match between the three components, and

more so, want their attitudes to be in consistency with their knowledge.

behavior component is a series of decision to purchase or not to purchase a product or to

recommend it or other brand to friends reflect the behavioral component.

The behavioral component tries to predict the actual behavior of consumers that in this case

whether they are using CLEAR SHAMPOO or not. This was measured by asking three

questions.

1. Last time I purchased. Shampoo.The result of the survey below:


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Here, we can see that 40% of the responded use Sunslik, 20% Dove, 20% Clear shampoo, 10%

Pantine and 10% use head&shoulder.

2. Usually I purchase Shampoo.

From the survey we are informed that 40% of the responded use Sunslik, 20% Dove, 20% Clear

shampoo, 10% Pantine and 10% use head&shoulder.

3. What is the likelihood that you will buy the Clear shampoonext time?

o Definitely will buy

20%

10%

10%40%

20%

Last time I used Shampoo

clear shmpoo

Pantine

head&sholder

Sunsilk

Dove

20%

10%

10%

40%

20%

Usually I purchase Shampoo

clear shmpoo

Pantine

head&sholder

Sunsilk

Dove


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o Probably will buyo May or may not buyo Probably will not buyo Definitely will not buy

According to our survey result, 25 customers opinion was probably will use, 12 may or may

not use, 16 definitely will use, 7 definitely will not use. Out of 60.

5.5 Changing behavioral components:Behavioral component cannot be changed directly. With the change of cognitive and affective

component, behavioral component may change. Changing behavior prior to changing affect or

cognition is based primarily on operant conditioning.

0

5

10

15

20

25

Definietly I

will

Definietly not May be or

not

Probably I

will

16

712

25

Do you want to use "clear shampoo" next time?

Do you want to use "clear shampoo"

next time?


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Shapping process: To change the behaviour clear can use the following step. First at free. Then

with discount. And when the consumer are habituated then at a full price.

1

Provide free sample.

2

With coupon or Discount.

3

At full price

5.6 Changing Affective components:Attitudes can also be changed by generating positive feelings and emotions towards a brand.Ambience of the store, reward schemes, well designed ads with celebrities etc., also create

positive mood states that impact attitudes. Clear shampoocan create the affection toward

consumer by using classical condition.


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Strategy:

Provide more advertisement. Use popular song, music, picture with the product.

UCS (Popular

Actors, song)

CS (Clear Shampoo)

CR (Conditioned

Response)

UCR (Positive

response/Emotion)

UCS= Unconditional Stimulus

CS= Conditional Stimulus

UCR= Unconditional Response

CR= Conditional Response

Mere Exposure.5.7 Component Consistency:A change is one attitude component tends to produce related change in other components.

Marketing managers are ultimately concerned with the influencing behavior. Nevertheless it isoften difficult to influence directly.

Consumers will often listen to sales personnel, attend advertisement or examine package.

Marketers can therefore, indirectly influence behavior by providing information, music or other

stimuli that influence a belief or feeling.


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Attitude Component Consistency

And to change the attitude Clearshampoo need to combine all the three component.


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6 Conclusion

CLEAR believes that having a problem-free scalp (without dandruff, itch, dryness or greasiness)

allows us to leave behind your inhibitions so we can make the maximum impact. That is why

Clear is the scalp expert that: offers customized solutions for holistic scalp health and helps you

harness the power of the healthy scalp as the foundation for healthy, impactful hair. From our

survey we found that clear might not the ideal shampoo according to the consumer but Clear

shampoo can reach the boundary of an ideal shampoo as they are neck to neck. Most of the

people will use Clear shampoo next time. The new clinic all clear active port and hair fall

decrease leave your scalp with a lingering feeling of freshness. So try the all-new clinic all clear

activsport for all the confidence you need to get up close and personal with the ladies. So they

need more promotional activities to ensure customers need and want, and they need to promise

people about the effectiveness of removing dandruff. Soon Clear shampoo will be one of the

leading anti dandruff shampoo in the market. They challenge people to have a dandruff free hair

within 7 days.


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7 Reference

http://www.clearhaircare.com/women/7-day-scalp-and-hair-challenge https://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wiki

pedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUC

KAE#hl=en&sclient=psy-

ab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0.

0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.se

rp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9f5f69

5b713ec99b&biw=1400&bih=909

http://www.brandsynario.com/local-print/2936_clear-shampoo.aspx

8 Appendix
http://www.clearhaircare.com/women/7-day-scalp-and-hair-challengehttp://www.clearhaircare.com/women/7-day-scalp-and-hair-challengehttps://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wikipedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUCKAE#hl=en&sclient=psy-ab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0.0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.serp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9fhttps://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wikipedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUCKAE#hl=en&sclient=psy-ab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0.0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.serp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9fhttps://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wikipedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUCKAE#hl=en&sclient=psy-ab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0.0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.serp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9fhttps://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wikipedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUCKAE#hl=en&sclient=psy-ab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0.0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.serp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9fhttps://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wikipedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUCKAE#hl=en&sclient=psy-ab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0.0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.serp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9fhttps://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wikipedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUCKAE#hl=en&sclient=psy-ab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0.0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.serp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9fhttps://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wikipedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUCKAE#hl=en&sclient=psy-ab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0.0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.serp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9fhttps://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wikipedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUCKAE#hl=en&sclient=psy-ab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0.0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.serp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9fhttps://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wikipedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUCKAE#hl=en&sclient=psy-ab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0.0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.serp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9fhttps://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wikipedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUCKAE#hl=en&sclient=psy-ab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0.0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.serp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9fhttp://www.brandsynario.com/local-print/2936_clear-shampoo.aspxhttp://www.brandsynario.com/local-print/2936_clear-shampoo.aspxhttp://www.brandsynario.com/local-print/2936_clear-shampoo.aspxhttps://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wikipedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUCKAE#hl=en&sclient=psy-ab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0.0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.serp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9fhttps://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wikipedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUCKAE#hl=en&sclient=psy-ab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0.0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.serp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9fhttps://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wikipedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUCKAE#hl=en&sclient=psy-ab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0.0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.serp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9fhttps://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wikipedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUCKAE#hl=en&sclient=psy-ab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0.0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.serp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9fhttps://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wikipedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUCKAE#hl=en&sclient=psy-ab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0.0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.serp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9fhttps://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wikipedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUCKAE#hl=en&sclient=psy-ab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0.0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.serp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9fhttps://www.google.com.bd/search?hl=en&biw=1400&bih=909&q=clear+shampoo+wikipedia&revid=137248011&sa=X&ei=TAlgUYzJO8PsrAe58YDwDQ&ved=0CJoBENUCKAE#hl=en&sclient=psy-ab&q=all+clear+shampoo+wikipedia&oq=all+clear+shampoo+wikipedia&gs_l=serp.1.0.0i30j0i5i30.1060195.1060790.1.1063270.4.4.0.0.0.3.379.1191.0j1j0j3.4.0...0.0...1c.1.8.serp.FP7esgOe8Cw&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.44770516,d.bmk&fp=9fhttp://www.clearhaircare.com/women/7-day-scalp-and-hair-challenge


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9 Questioner

2. Gender(a) Male (b) Female

3. Age(a) 17 and below (b) 18 - 25 (c) 26 - 35 (d) 36 - 45 (e) 46 - 55

4. Occupation(a) Student (b) Faculty (c) Executives (d) Other.(please specify)

5. Education(a) SSC (b) H.S.C (c) Graduate (d) post graduate (e) Other.(please specify)

6. Average family income:(a) Below 20,000 (b) 30,00050,000 (c) 60,00080,000 (d) 90,000- above

7. How do you know about Clear Hair Shampoo?a) Television advertise b) Newspaper c) Radio d) Friends e) Others.(please specify)

8. What do you do during leisure time?(a) Sleep (b) play (c) Hang-out with friends (d) Browse the net

(e) Others.. (Please specify)

9. When do you want TV?(a) 3:00p.m-7:00p.m (b) 7:00pm-11:00p.m (c) 11:00p.m-2:00p.m

(d) 2:00p.m-9:00p.m (e) 9:00pm-300p.m

10.What channel do you usually watch?(a) Movies (b) sports (c) documentary (d) music

(e) Others.. .. (Please specify)

11.How frequent you use clear shampoo?a) Daily b) Alternate day c) Weekly d) Alternate week

12.What type of shampoo do you prefer?

We are undergraduate student from East-west university. Thank you for taking the time to do the surve

about the product knowledge ofClear shampoo; we would appreciate it if you could spare some time

answer these questions. As to your personal information. We guarantee your privacy.


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39 | P a g e

(a) Anti-dandruff (b) Silky (c) Nourishing (e) Repair damaged hair (f) oil control

(g) Anti hair loss (h) others. (Please specify)

13.Which of the following factors mainly affect your choice of shampoo?

(A) Price (b) Effective in reducing dandruff (c) Brand (d) Packaging (e) Others.(please

specify).

14.Who influence you to use clear shampoo?(a) Friends (b) Self (c) relatives (d) marketing activities (e) others.(please specify)

15.What comes to your mind when you hear the word Clear Shampoo High price (b) high status (c) helps to maintain healthy hair (d) anti- dandruff (e) silky hair

16.Place the different attribute of clear shampoo in the 6 space below.Good fragrance------- ------- ------- ---------- --------- poorfragrance

Good packaging------- ------- ------- ---------- --------- poor packaging

Low price ------- ------- ------- ---------- --------- high price

Remove dandruff ------- ------- ------- ---------- --------- cant remove dandruff

Low availability ------- ------- ------- -------- -------- high availability

Low status ------- ------- ------- ---------- --------- high status

17.Place the different attribute of Ideal Shampoo in the 6 space below.Good fragrance------- ------- ------- ---------- --------- poorfragrance






18.Place the different attribute of Head&shoulder in the 6 space below.Good fragrance------- ------- ------- ---------- --------- poorfragrance



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19.Place your belief about quality and price of clear shampoo, pantene, Head&Shoulder, Sunsilk(e.g. for clear write C, for pantene P, for Head&shoulder H, For Sunsilk S)

Lower price ------- ------- ------- -------- -------- Higher Price

Lower Quality ------- ------- ------- -------- -------- Higher Quality.

20.Last time I use __________________________ shampoo.21.I usually use ____________________________ shampoo.22.

Do you want to use clear shampoo next time?

(a) Definitely I will (b) Probably I will (c) May be or not(d)Probably will not (e) Definitely not.

Please put your level of agreement in the appropriate box regarding the respective factor in any

range from 1-5 scales (If you are highly agree put 5 and if highly disagree put 1)

Strongly

agree

(5)

Agree

(4)

Neutral

(3)

disagree

(2)

Strongly

disagree

(1)

23. . Dandruff can ruin the personality of aperson.

24.I dont like to use any other shampoo25.I like the packaging of clear shampoo26.I like the fragrance of clear shampoo27.I like clear shampoo

28.How do you describe yourself? Rugged ------- ------- ------- -------- -------- Decline Excitable ------- ------- ------- -------- -------- Clam Dominating ------- ------- ------- -------- -------- Submissive Youthful ------- ------- ------- -------- -------- Adult Organized ------- ------- ------- -------- -------- Disorganized

Thank You


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