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CONSUMER BEHAVIOGroup Phase II The Incredibles
Understanding Consumer Behaviou
Girls from Central India on Hair Care
SUBMITTEDBiswadeep Sah
Prajith V M
Prakhar Singh
Somil Joshi
Varun Pilla
SUBMITTED TO :
PROF. NEENA SONDHI
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23 Yrs, Female, Single, Hindu,
Indore, MBA student(Indore)
Rs 4000 per month (parents),
Annual Family Income - 8 lakhs PA
Hindi, English, Vegetarian
Culture Hindu
Subculture - Brahmin
Social Class Snathan Brahmin
Buying Pattern A&WN, irregular
Point of Purchase Nearby Kirana
store, Big Bazar etc
Media Exposure
Newspaper- Hindustan Times,
Radio Radio Mirchi, Big FM
External Influences
Personality - Intrinsic
progressive
Personality (Freud) Ego
Emotion - Arousal
Self Concept - Ideal Private Self
& Ideal Social Self
Brand Loyalty - Resists toomuch experimentation but not
brand loyal always
Product Attitude - driven by
cognitive component of
attitude but also influenced by
affective component
Internal Influences
Lifestyle
Savvy
Sophisticates
Experiences & Acquisitions
Experiences & Acquisitions
Needs
Desires
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Lifestyle
Savvy
Sophisticates
23 Yrs, Female, Single, Hindu,
Indore, Virgin Mobile
(Ahmedabad), Rs 40,000 per
month, Hindi, English, vegetarian
Annual Family Income - 50 lkh PA,Culture Hindu
Subculture Marwari Jain
Social Class - Shwetambar Jain
Buying Pattern A&WN, irregular
Point of Purchase - Retail Chains
like Big Bazaar, Spencers,
Media Exposure TV Soap
Operas , ET
External Influences
Internal influences
Experiences & Acquisitions
Experiences & Acquisitions
Needs
Desires
Personality - A mix of intrinsic
progressive and traditional
personalities.
Personality (Freud)Superego
Emotion - Pleasure Seeker
Self Concept - Actual PrivateSelf & Ideal Social Self
Brand Loyalty - Brand Loyal
Product Attitude - dominated
by the affective component
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CleanHair
PersonalHygine
FeelConfident
SocialAppreciation
Smooth
and GlossyHair
Reducehair
Damage
Confidentin workingoutdoors
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HealthyHair
LookAttractive
andBeautiful
Feel
onfident
BetterWork
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Lifestyle
Savvy
Sophisticates
24 Yrs, Female, Single, Hindu,
Indore, Software Engineer @ HCL
Technologies(Noida), Rs. 30,000
per month, Hindi/English,
Vegetarian,Annual Family Income
Rs. 10 lakh
Culture Hindu
Subculture Brahman
Social Class Brahman
Buying Pattern 2 times Monthly
Point of Purchase Showrooms in
malls like CSM, TGIP
Media Exposure TV Soap
Operas , ET
External Influences
Internal influences
Experiences & Acquisitions
Experiences & Acquisitions
Needs
Desires
Personality - Both intrinsic
progressive types and
traditional personalities
Personality (Freud) Superego
Emotion - Pleasure Seeker
Self Concept - Mix of IdealPrivate Self, Actual Social Self &
Ideal Social Self
Brand Loyalty - Brand Loyal
Product Attitude - high on the
behavioral component
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Clean
Hair
No
hairfallFeel
confidentPresentable
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Lifestyle
Savvy
Sophisticates
24 Yrs, Female, Single, Hindu,
Indore, Software Engg. @
TCS(Mumbai), Rs.30,000 /month,
Marwari/Hindi/English,
Vegetarian, Annual Family Income
Rs. 15 Lakh
Culture Hindu
Subculture Vaishnav
Social Class Vaishnav
Buying Pattern every month
Point of Purchase - Branded
Stores like Globus, Pantaloons
Media Exposure TV Soap
Operas , ET
External Influences
Internal influences
Experiences & Acquisitions
Experiences & Acquisitions
Needs
Desires
Personality -Intrinsic
Progressive type
Personality (Freud) Superego
Emotion - Pleasure Seeker
Self Concept - Mix of Ideal Pvt
Self, Actual Pvt Self, Ideal SocialSelf & Actual Social Self
Brand Loyalty - Brand Loyal
Product Attitude - Mainly
influenced by affective
component
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HealthyHair
Longand
StrongHair
Look
Attractive
Bepres
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Lifestyle
Savvy
Sophisticates
Female Single, Indore,
Hindi/English, Vegetarian,
Annual Avg. Family Income
> Rs. 12 Lakh
Point of Purchase -
Branded Stores like
Globus, Pantaloons
Media Exposure TV
Soap Operas , ET/TOI
External Influences
Internal influences
Experiences & Acquisitions
Experiences & Acquisitions
Needs
Desires
Personality - Intrinsic
progressive & Traditional
types
Personality (Freud)
Ego/Superego
EmotionPleasure Seeker
Self ConceptActualprivate Self & Ideal Social
Self
Product Attitude -
cognitive component /
affective component
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