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Table of Content

Detail Pages

 Introduction 3

 Psychological 4
-Perception and Attention 4, 5

-Learning and Memory 5, 6, 7

-Personality 7, 8

-Attitude 8, 9

-Motivation 9, 10

 Sociological 10
-Reference Group 10, 11

-Culture 11, 12

-Social Class 12

-Family 12, 13

 Marketing Mix 13, 14

 Consumer Decision Making 15, 16

 Conclusion 16

 References 17, 18, 19, 20, 21

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Introduction

This report explains how both psychological and sociological factors influence on consumer
buying decision towards Sunsilk products. Sunsilk is a strong and famous hair care brand
which produced by the Unilever Group. It was launched in 1964 and primarily targets on
women of the society[Sun152]. Sunsilk’s range of products such as shampoo and conditioner
are available in 80 over countries [Sun151]. Sunsilk solve various types of consumers’ hair
problems which gain trustworthy from them. Sunsilk’s co-creations have their expertise and
specialise in hair foundation. They contribute their professional skills in every Sunsilk’s
products.

Figure 1: Sunsilk Co-Creations[Sun153]

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Psychological Factor

Psychological or internal force is the characterization part of the consumers which according
to their psychological personality or attributes. There are five contributions of psychology
which are Perception and Attention, Motivation, Learning and Memory, Attitude as well as
Personality.

Perception and Attention

Perception involves the procedure in which consumers choose, organise as well as decode
information [Hay]. A physical way to interpret perception is to look at the perceptual process
model which describes how consumers’ five senses receive stimuli. Perceptual process model
has three major stages: Exposure, Sensation and Meaning.

Figure 2: The Perceptual Process Model[Sol10]

Perception begins with exposure. Stimulus reaches within the scope of consumer’s sensory
receptor nerves results in the presence of exposure.[Haw01]. Consumers are exposed to
Sunsilk advertisement and obtain information by using their senses sights to interpret the
information.

Sensation can be quick and instantaneous responses consumers to the attention of their
sensory organs[Sch971]. Next, attention regulates the amount of processing that a stimulus
receives[Sol96]. Sunsilk utilise celebrities, colour, picture and content in an advertisement to
attract consumers’ attention. Sunsilk’s advertisement and package design capturing
consumers’ attention and conveying meaning.

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Interpretation analyse the information received from sensations and give meaning to them
[Nea99]. Consumers interpret marketing messages and assign meaning to Sunsilk brand.

Figure 3: Sunsilk Advertisement

Imagery of Sunsilk Advertisement

Happy woman bounces her great hair and showing off its smoothness and silkiness. The
ingredients of shampoo are natural or organic. Consumers perceive that Sunsilk products
enable their hair enjoy 25 hours smooth and manageable.

Learning and Memory

Consumers understand learning is a procedure that approximately permanent changes take

place in behavioural due to the past experiences[And951]. Consumer learning involves two
distinct forms of conditioning which are classical and operant conditioning. Sunsilk practice
operant conditioning learning theory.

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Operant Conditioning

Operant conditioning (Instrumental conditioning) serves as a test and failure procedure to

indicate consumers’ habits and consumers gain benefits by accomplish certain feedback and
response [Kan972]. Many consumers tend to try Sunsilk shampoo (desired response) as there
are variety choices of Sunsilk shampoo. Fragrance is a factor that reinforces consumers for
repeat buying.

Stimulus Desired response

(Variety Choices) (Purchase)

Increase probability or Reinforcement

response to stimulus (Pleasant Fragrance)

Figure 4: Process of Operant Condition Learning[I]

Besides, rewarding consumers with free samples also an effective way to reinforce them and
build brand loyalty. For example, marketers can conduct various activities such as giving free
samples in shopping malls or stores, offering discount price for range of products as well as
rewarding consumers with a free gift when they make a trial or first purchase. When
consumers try Sunsilk products upon these conditioning and had a good experience with the
products (reinforcement), they are desire to purchase it in the future.

Memory

Memory involves an active mental manner that receiving, storing, organising, altering as well
as recovering information[Bad90]. Consumer memories hold information about products,
services, shopping and product usage experiences. For example, consumers recall Sunsilk
brand from their “knowledge base”. Memory divides in short term and long term memory.

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 Figure 5: Consumer Memory Model[Con153]

Consumers remember Sunsilk brand in a long term memory as they satisfy with their past
purchase experiences with Sunsilk products. Long term memory essentially unlimited in
capacity and information is stored after encoding for later retrieval[Mem15].

Sunsilk’s unique slogan always store in consumers’ memory. For instance, “Because Life
Can’t Wait “and “Live In colors” [Sun154]. Consumers recognise Sunsilk as “Expert Hair
Care” with “Affordable Price”. Thus, Sunsilk brand name, logo, fragrance and colourful
packaging are the important keys for consumers to memorise Sunsilk brand.

Personality

Personality regulates and reflects how a person responds to consumer’s

circumstances[Sch96]. Personality consists of three major theories of personality which are
Trait theory, Freudian theory and Neo-Freudian theory. Freudian theory emphasis on the
presence of unconscious wants or needs which generate consumers’ desire, personality and
encouragement[Jos13].

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 Figure 6: Trait Model[Sta11]

Unlike Freudian and Neo-Freudian theories, trait theory plays the most significant role in
relating personality with consumers’ preference. In the context of trait theory, consumers’
traits decide how they actually act and their traits help to figure out the personality of them.

Sunsilk as a leading hair care brand in the world should know what types of target consumers
and understand their purchase patterns. Sunsilk need to follow and concern with consumers’
desire that presence in their inner thought of mind. By understanding their patterns, Sunsilk
tend to increase and engage more consumers. Brands are indeed capable in both analyse and
classify consumers [Jos131]. High association of advertisement for Sunsilk brand can
effectively increase the numbers of consumers.

Attitude

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

processes with respect to some aspect of our environment[A]. In other words, people tend to
react the same way every time towards something about which they have an attitude.
Consumers decide which product they like, which advertisement to view, what to purchase

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and which store to visit based on their attitudes. An attitude consists of three components
which are affective, cognitive and behavioural component.

Affective or feeling component of a consumer refer to consumers’ feelings or emotional

reactions to an object[Con011]. Sunsilk use colourful packaging to draw consumers’
attention.

Cognitive or thinking component of attitude refers to a consumer’s beliefs about an activity

or object[C]. For example, consumers may believe that their hair becomes healthy and
smoothly by using Sunsilk products.

Besides, behavioural or doing component of an attitude refers to consumer’s tendency to

react in a certain way towards an activity or object [Bes01].

Figure 7: Attitude Components and Manifestations[Del]

Motivation

Motivation refers to an energetic tension within members of society that induce consumers to
react[Kan971]. Sunsilk practice Maslow’s Hierarchy of Needs to motivate consumers buying
decision.

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 Figure 8: Maslow’s hierarchy of needs[Joe14]

Sunsilk categorical in the belongingness and love needs level. Belongingness motives reflect
in admire for love, friendship, affiliation and group acceptance. Consumers nowadays are
motivated to project a favourable image as they can easily fit in with the groups. They tend to
use Sunsilk products to keep the beauty of their hair. Therefore, consumers are highly
motivated to purchase Sunsilk products because they want to feel accept and love by their
peers.

Sociological drivers

Sociological (External Influence) studies the behaviours of group interaction and focus on
social setting. Sociological includes reference group, family, social class and culture.

Reference Group

Reference group represent any consumer, organisation or public who has the power to affect
consumers’ buying behaviour[Bla061]. Consumer should understand the three forms of
reference group influences which are information, normative as well as identification
influence.

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Informational influence takes place when consumers use the behaviours and opinions of
reference group members as potentially useful pieces of information[N]. Consumers notice
several members of a given group using Sunsilk brand of products. They may then decide to
try Sunsilk products simply because there is evidence that it may be a good brand. Besides,
consumers may decide to purchase Sunsilk products because a friend with similar interest
recommends it.

Normative (Utilitarian Influence) is the study of consumer fulfils group expectation to avoid
any punishment in order to gain a direct reward[R]. Besides, consumers personalize the
group’s norms and value in the context of identification or value-expressive
influence[Con01].

Culture

Culture is the complex whole that includes habits, acceptance, belief, knowledge, moral and
norms attained by consumers as members of society that distinguishing them from one
another [Con012].

Figure 9: [NQH]

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Sunsilk is a strong brand that selling hair care products across 80 countries to develop and
share their products to consumers worldwide. It has less cultural difficulty for Sunsilk to
handle its business in other country as shampoo has become a basic need in consumers’ lives.
Thus, there will be demand for Sunsilk in the marketplace. Besides, Sunsilk always
understand consumers’ need and preference which emphasis more on hair relating problem
instead of culture. For example, Sunsilk’s co-creations provide various type of hair care
products for consumers to purchase. In addition, Sunsilk’s product ingredients are safe and
not interfere with any cultural problem.

Social Class

Social classes refer to groups of more or less homologous and they ranked themselves among
others group members[Soc15]. Generally there are three categories among social classes
which are lower class, middle class and upper class.

Consumers whom came from different social background and classes tend to have different
desires and buying patterns. For example, consumers from the middle class and upper class
are more focus on products’ quality, innovation, features as well as social benefits. As
comparing consumers from the lower class, middle and upper class of consumers usually
purchase more healthy and balanced food products[Soc151]. This indicates that consumers
from lower class are more likely to focus on price of the product choice.

Sunsilk is targeting more on the lower and middle class of consumers. Sunsilk products’
pricing is reasonable and affordable for them as compared to the expensive brand like Loreal
and Schwarzkopf. Lower and middle classes of consumers purchase frequently in
supermarkets and others convenience stores. Besides, they also pay more attention or focus
on discounted products of sunsilk. In long term, these consumers create brand loyalty to
Sunsilk brand.

Family

Family is a group of two or more persons related by genetic relationship or adoption who
reside together[Bla06]. Family habits generate deep and durable influences on their family
members in a buying decision. Moreover, family members serve different roles in buying
decisions.

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 Influencer

(Children)

Communication
target at children
Decision
Initiator Maker
Purchaser
(Parents, (Parents, (Parents)
Children) Children)

Communication
target at
parents
User
Information (Parents,
Gathering Children)

Figure 10: Family Decision Making Process[Haw99]

Sunsilk targets parents or older members of the family in buying decision. Parents are
deciders with the power to determine whether to purchase or dispose of Sunsilk products.
They are also purchasers who make the actual purchase of Sunsilk shampoo for their family
members. All family members are the users to use Sunsilk shampoo. Besides, Sunsilk
categorical in both joint and wife dominated decision making as parents ensure Sunsilk
shampoo is suitable and safe to use for others family members.

Marketing Mix

Marketing mix is a set of controllable tactical marketing tools which include of product,
price, promotion and place. It considers of various factors which influence the demand for
Sunsilk in a marketplace[Mar15].

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 4P’s Examples
Product Sunsilk includes shampoo, conditioner and
other styling products. For example, smooth
and manageable, stunning black shine and
anti-dandruff series. Sunsilk shampoo also
available in few sizes such as 100 ml and 250
ml.
Price The selling price of Sunsilk products is
reasonable and affordable as compared to
competitors like Head & Shoulders and
Dove.
Place Sunsilk is available in supermarket,
convenience store and even through online
purchases.
Promotion Sunsilk advertise in television, print media
and internet rural campaign to attract
consumer’s attention.

Figure 11: Marketing Mix[Mar152]

Figure 12: Sunsilk shampoo

Consumer Decision Making Process

The consumer decision making process is the way in which people gather and assess
information and make choices among alternative goods, services, organizations, people,
places, and ideas[Con151]. It consists of five basic stages which are problem recognition,

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information search, evaluation of alternatives, product choice as well as the consumer’s
satisfaction with the decision making.

Figure 13: Consumer Decision Making Process[Con15].

Problem Recognition

The first concern in consumer decision making process is problem recognition. Consumers
develop a need or a want that they want to be satisfied[Pro15]. For example, consumers
recognise a problem or need of using shampoo to protect their hair from drying by nourishing
their hair.

Information Search

Consumer seeks for information and solution to resolve the problem in this stage. Information
search involves both internal and external search. When consumers decide to purchase a
nourishing shampoo, they conduct internal research that gathers information from their friend
and family members for suggestion of shampoo brand. Besides, consumers can also collect
information from external research from mass media such as printed media.

Evaluation of Alternatives

The third step is to evaluate the alternatives and selections in the market. Consumers try to
choose the best shampoo to satisfy their need. Consumers evaluate their attributes on two

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aspects which are objective characteristics and subjective characteristics. Objective
characteristics include the features and functionality of the product while subjective
characteristics consist of perception and perceived value of the brand or its
reputation[Eva151]. For example, consumers evaluate different shampoo brands such as
Sunsilk, Pantene, Dove and Loreal.

Product Choice

Product choice is the actual purchase stage. In this stage, consumers have done their
evaluation toward the product that available for their need. Therefore, they are capable to
determine and purchase Sunsilk as the most suitable product to satisfy their need. This buying
decision usually takes into account of the information and choices among alternatives that
made in the previous step. Therefore, consumers’ decision is based on the perceived value,
product’s features and capabilities which make meaning to them.

Frequently, the consumer engages in post-purchase behaviour. Buying a product with satisfy
experience may lead to the purchase of another. If consumers satisfy with the purchase of
Sunsilk shampoo, they will automatically purchase the conditioner and styling products in the
next purchase. Moreover, consumers tend to share their positive or negative experiences on
the brand. Positive feedback from consumers gains reputation while negative feedback can be
spread by word of mouth. Nowadays with the presence of Internet, consumers whom have
unsatisfied buying experiences can easily harm a brand or ruin a company in the market
[Pro151].

Conclusion

Sunsilk includes both psychological and sociological drivers, 4P’s marketing mix and buyer
decision making to understand how consumers are influenced by and to apply a suit strategy
to target the consumers. Sunsilk’s attractive marketing program enhances the business to
grow and indirectly create more employment opportunities for the society. Apart of the
marketing strategies, Sunsilk as a strong brand should emphasise more on social
responsibility activities in order to provide a harmony environment for the consumers.

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