Using consumer behaviour knowledge
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The document discusses women's perceptions of hair loss and the causes. It notes that women believed hair loss was usually due to genetic or environmental factors like stress. However, they also recognized that vigorous brushing of tangled hair leads to breakage and subsequent hair loss. The document also discusses Iodex as India's top pain reliever brand since 1919. Most of its users were women suffering from back pain from routine daily activities. External factors that can influence consumer perception are identified as intensity, position, contrast, novelty, repetition, and movement in advertising. Different levels of customer loyalty are also outlined from brand champions to brand aware customers.
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Using consumer behaviour knowledge
- 2. Livon 1. Every woman wanted great looking hair. 2. All women feared hair loss, and most believed it to be a genetic problem, an act of God, or the result of stress and pollution. 3. They also recognized that the forceful combing of tangled hair was the main cause of hair breakage that then lead to hair loss.
- 3. Moov • Iodex was India's first choice for aches and pains since 1919 • The largest group of users were women suffering from backaches. • While strains and sprains were occasional occurrences from accidents, backaches were everyday problems caused by routine activities.
- 4. Perception
- 5. External factors • Intensity – RIL, KF airlines intro ads • Position – Google onebox • Contrast – Scorpio • Novelty – Frooti tetrapak • Repetition • Movement
- 6. Customer Loyalty • Brand champion • The committed buyer • Satisfied Buyer • User • Brand aware