Durex condoms
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Transcript of Durex condoms
CONSUMER BEHAVIOUROF
DUREX CONDOMS
LIKHIL SUKUMARANM140041MSNITC SOMS
INTRODUCTION
Creation
of London
Rubber
Company
(LRC)
LRC registers
DUREX
has a brand
First
condom
brand to
advertise
in many
countries
First condom
brand to
launch
Website
Durex
Is bought
By
Reckitt
Benckiser
1929 1970 1996 2010
1915
FACTORS INFLUENCING CONSUMER BEHAVIOUR
CULTURAL
Conservative value of the society plays a huge role in use of condoms
Sub Cultural
Gender
“Historically, sexually risky behaviors have more often
been found in boys than in girls”
men are not anymore the only one to take the decision of
using a condomDemocratization of sex by encouraging dialogue, sharing ideas
SOCIAL
Family
“Small Family Happy Family”
Use of paradox between prevention and humor
Reference Group
Social Roles
The position of an individual within his family, his work, his country club, his group of friends, etc.. – All this can be defined in terms of role
PERSONAL
Age
The likelihood of condom use decreases as youth become
older and stabilizes
Insight - Today, youngsters in India, not only enjoy sex, but also celebrate it.
•Brand Personality
more confident presence that is both informative and emotionally mature to all its consumers.
Economic SituationThe buying tendency of an individual is directly proportional to his income/earnings per month
PSYCHOLOGICAL
Operant conditioning through negative reinforcement
Learning
Pregnancy prevention is a manifest motive because it is
freely known and admitted
PerceptionPerception occurs in four stages – exposure, attention, interpretation, and memory
Humorous and minimal ads from Durex decrease the likelihood of ad avoidance
Thank U