1

Executive Summary:
The purpose of the research is to highlight those factors which are to be focused by the
marketers when they are formulating their marketing strategies regarding the
customer care products. And the findings will be mentioned in the form of
recommendations.
As per the literature review the Brand Image and the customer satisfaction are the main
influential factors in the minds of the customers when they are making any decision
about their personal care products. These were then transformed into the different
variables of interests and then the hypotheses were generated. Up on the hypothesis
and the variables of interest the questionnaire was developed and distributed based
upon the convenience sampling. The data collected was then analyzed and the
findings are given in the form of conclusions and recommendations.
It was recommended that in personal care products people are very much conscious about
the brand image and they are not willing to change their brand unless the brand
image of the currently used product is falling and their satisfaction level falls. The
people remain brand loyal as long as they are satisfied with the quality of the product
and the image of their brand.
INTRODUCTION:
This proect is to make research to highlight those factors which plays an important role
in the minds of the consumer when they make their buying decisions about their
personal care products. The data was collected randomly from various people in the
locality of !ahore. In the end the results are shown in the form of conclusions and
suggestions. "ainly the factors are highlighted which influence the buying behavior.
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Problem Statement:
In the ever developing competitive environment and the increasing role of media on the
lives of people# branding has become a maor influence on the buying behavior of the
customers. $eople are more and more brand conscious than ever before and companies
try to position their products with respect to an image that creates the brand matching the
consumer%s e&pectation and perceptions.
'irst of all we will demonstrate# what are the factors which influence the ()onsumer
Buying $rocess*+
,n the ne&t page if the chart of (consumer buying process*
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In the above mentioned model of consume buying process. -e will have try to find out
with the help of our research that at what stage of this model# which are the factors that
influence the mind of the consumer+ 'or instance at the problem recognition stage when
the consumer finds that something he . she requires to purchase than which is the first
thing that comes into their minds or what role those mental files plays in the minds of the
consumer. Than comes the second stage of collection of information. In this stage what
are the maor sources of the information for the customers. Is it the mental files created
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by intense advertisement or the marketing campaigns or they take advice from some
friends or they go and simply shop from the market seeing the packaging. -e will try to
identify their sources of information. Than how they evaluate the different alternatives
and what makes one product to supersede the other product in this evaluation process+
Than after the actual buying is done how they evaluate the product and what are the
impact of their e&perience on their ne&t purchase.
Brand Element Choice criteria:
'ollowing are the si& criteria in choosing brand elements/ we will see their
impact on the consumer minds.
01 "emorable
21 "eaningful
31 !ikeability
41 Transferable
51 Adaptable
61 $rotectable
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The upper three are characterized as brand buildings in terms of how brand equity can be
build. The later three are more defensive# and are concerned as how the brand equity in a
brand element can be levered and preserves in the face of different opportunities and
constraints.
In the light of the above discussion following will be our key points of interests.
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-hich segment of the market are more brands conscious+
-hich types of products are most affected by the Brand thing+
-hat are the factors that play maor role when it comes to choosing between the
brands+
7ow and when the consumers become Brand !oyal+
'actors which influence the people to change their brand.
Brand conscious in conte&t to various segments on basis of psychographic#
demography and geographical segmentation.
Reearch !uetion:
"hat are the #actor that $ee% & don't $ee% the
cutomer Brand (oyal in %eronal care Product)
(iterature Revie*:
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'ollowing is the e&tract of information that we acquired by performing the literature
review/
The personal care products are more open to the branding scenario as the perceived risks
are higher in such types of products. 8ot only brand loyalty is the driving factor but also
brand association will influence the buying behavior of the customer. In customer care
products# functional benefits are more important but still the symbolic benefits are also a
key factor and in some of the products these symbolic factors take over from the
functional core benefits of the product.
Also it is observed that those companies lead in such an environment where perceived
benefits are high and the price9led competition is there# who are the pioneer in the market
and also they are regularly addressing the functional need fulfillment and prevention from
the risks involved. :uch companies who have the strong brand also gets benefits in
e&tension of the product line and the customer readily e&cept the product to be used for
their personal care trusting the earlier e&perience of the mother brand and acquiring the
symbolical benefits associated with the brand.
This article focuses on the impact of a new brand e&tension introduction on choice in a
behavioral conte&t using national household scanner data involving multiple brand
e&tensions. $articularly# the authors investigate the reciprocal impact of trial of successful
and unsuccessful brand e&tensions on parent brand choice. In addition# the authors
e&amine the effects of e&perience with the parent brand on consumers% trial and repeat of
a brand e&tension using household scanner data on si& brand e&tensions from a national
panel. In the case of successful brand e&tensions# the results show positive reciprocal
effects of e&tension trial on parent brand choice# particularly among prior non9users of
the parent brand# and consequently on market share. The authors find evidence for
potential negative reciprocal effects of unsuccessful e&tensions. In addition# the study
shows that e&perience with the parent brand has a significant impact on e&tension trial#
but not on e&tension repeat.
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B;A8< loyalty in fast moving consumer goods categories is a topical issue# with several
brands resorting to price cuts across categories. "ore importantly# price cuts or sales
promotion by themselves do not seem to have done much for brands in terms of
sustaining brand loyalty. They may attract consumers in the short run= consumers may
stock the brands and consumers new to the brand may try it. But over a period of time# a
brand>s value may get diluted in consumers> psyche# and will eventually lose a strong base
of consumers. The following are some aspects of marketing mi& elements and consumer
behaviour which could contribute to brand loyalty.
$roduct differentiation
If the products are differentiated in their characteristics and this difference is perceivable#
there are chances of brand loyalty being formed based on satisfaction with greater
performance or fit of product with needs. In this case# loyalty is driven by functional or
symbolic benefits. 'unctional benefits would be specific tangible features of the product
whereas symbolic benefits would be intangibles such as brand personality and
?hedonistic> value of purchase.
$rice differentiation
If the price differentiation in the market is perceivable# price9led loyalty might e&ist in the
market. $rice9led loyalty is practised by supermarkets# airline companies and '")@
brands# which come out with frequent sales promotions based on freebies. Alternatively#
price might be taken as an indicator of brand quality# and the customer might go in for
higher priced options. $rice9led loyalty has to be carefully considered with other
marketing mi& elements and the consumer should never perceive dilution# especially in
low9priced bands. 7ence# lower prices should create a sense of value through the product
offerings as well as through communication.
Branding activity
If the category is organised and there is branding activity# there will be greater loyalty
than there would have been if the category were unorganised. Branding activities can
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differentiate between brands on name# symbol# images and associations. Branding
activity in this conte&t refers to creating strong associations which will influence the
consumers not only with regard to functional attributes but also with symbolism. 7amam
soap>s portrayal of its pure ingredients with the child and mother imagery is a good
e&ample of one of these dimensions. ;uf and Tuf>s campaign using a personality9oriented
concept to create a belief in products made in one>s own country is another new approach
to branding activity Aespecially in a category with -estern origins1. )reating an
association through sponsorship too is a branding activity. Branding activities in a broad
sense could range from advertising to sales promotion and public relations involving
several aspects.
!evel of risk
The perceived risks that typically occur are functional# social and psychological risks.
These kinds of risks are perceived in several products ranging from personal care
products to electric cars. A pioneering brand in a category which offers a good product
and addresses the perceived risks associated with the product is likely to get a loyal base
of consumers. Amazon.com# one of the global pioneers in the business of online
marketing which initially involved traditional categories# books and music# addressed and
successfully overcame Bthe perceived riskB barrier to have a large group of loyal
consumers. :maller brands which compete with mega brands in the area of personal care
Afor e&ample1 can approach loyalty with this dimension. 7ow does a good but lower9
priced fairness cream ensure that consumers do not perceive health or usage risks+
Involvement of consumer
A high brand involvement would mean a greater search intention# and satisfaction of the
customer could lead to repeat purchase and then loyalty. !ow involvement could lead to
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brand habit. ;esearching the involvement levels of consumers helps to decide which of
the marketing mi& elements will be useful to create a trial# and hence loyalty. <ettol floor
cleaner advertises that children will fall sick less frequently as it kills bacteria. <ettol
with its germ9killing association may be trying to create involvement in a category in
which penetration levels are low and in which there are a number of local brands which
belong to the unorganised sector.
:ales promotions
The more the number of price9discount led sales promotions# the lesser the likelihood of
brand loyalty in the category.segment which is the focus of such efforts. This is because
the consumers are inducted into the price war mind set. :ales promotions by themselves
as a concept is not a bad idea provided they are used well with the overall strategy of the
brand. A premium brand which gets into frequent sales promotion has the risk of losing
its premiumness C a permanent damage to a brand which has spent years creating the
premium aura.
There is a moderate level of symbolic and functional differentiation which has been
e&ploited by strong brands to build a loyal following. D&amples of this include brands
such as <ove# $ond>s <reamflower talcum powder# @old 'lake# -ill>s 8avy )ut# Amul
and )adbury. These brands have probably built strong attitudinal loyalty through their
brand personality and other brand building efforts.
In the '")@ sector# brand habit is high whereas attitudinal loyalty is low. As creating
attitudinal loyalty based on functional differentiation is difficult# symbolic differentiation
is the key. Building strong brand personalities and associated symbolic benefits is
important for crafting customer loyalty.
The factors discussed cannot be treated in isolation= they are to provide a synergy to
result in brand loyalty. The combination of these factors and the timing of the
combination is the topical challenge which marketers face in an environment where
loyalty is slowly eroding.
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Darlier research on this topic focussed on the adoption of an innovation in isolation from
other innovations. Analyzes the cumulative effects of earlier innovations on the adoption
of future innovations in the same product class. It is proposed that innovators move
through a series of stages# the innovator buying cycle# driven by an internal dynamic.
Brands play a critical role in establishing a firm%s visibility and position in international
markets. Building a coherent international brand architecture is a key component of the
firm%s overall international marketing strategy# because it provides a structure to leverage
strong brands into other markets# assimilate acquired brands# and integrate strategy across
markets. The authors e&amine the way firms have developed international brand
architecture and the drivers that shape the architecture. The authors discuss implications
for the design and management of the firm%s international brand architecture.
Brands associated with high quality make the most inroads among consumers around the
world# according to a paper published in the Eournal of International Business :tudies in
Eanuary 2FF3. >7ow $erceived Brand @lobalness )reates Brand Galue> presents research
that measured# in the United :tates and Horea# how a brand>s perception as >global> affects
customers> inclination to buy. )o9author Ean9Benedict D.". :teenkamp# a professor of
marketing and international marketing research at Tilburg University# the 8etherlands#
summarizes the findings# >If a brand is perceived to be global# that creates value in the
mind of consumers. "ost of the value creation is through the fact that consumers ascribe
products that are global to be of good quality.>
A second pathway is through the prestige that accompanies a global brand. But quality
dominates# representing more than IFJ of the increased desirability of global brands
among the 24K Americans and 3KF Horeans surveyed. $restige# adds co9author ;aeev
Batra# :.:. Hresge $rofessor of "arketing at the University of "ichigan Business
:chool# can be transient. >-hen Lglobal brandsM are seen as novel# they may have high
prestige# but when that novelty goes away# the prestige goes down. Also# prestige is a
phenomenon that certain segments# like young people# tune into# but may be less
significant for the vast market.>
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"arketers should understand that when global brands are desirable# it is not simply
because they are global# but rather because their globalness implies other traits# such as
quality and prestige. >There>s a certain cachet of quality that comes with being available
around the world# but it>s not automatic#> says third co9author# <ana !. Alden# a professor
of marketing at the University of 7awaii. >The brands that tend to be successful around
the world tend to be of higher quality and are promoted as such.>
The researchers also found some >ethnocentric> consumers who eschewed global products
because of their globalness. 7ow many ethnocentrics there are in a given market#
:teenkamp conectures# would vary by nation and depend on the particular product
market. 'oods# for e&ample# are a culturally important product category and would likely
e&perience more ethnocentrism than high9tech durables or personal care products.
But quality products can also mitigate these ethnocentric attitudes. )onsider "c<onald>s
operating in 'rance# a nation with strong ethnocentric attitudes toward its culturally
important food industry. EosN BovN became a folk hero in 0III when he famously
trashed a "c<onald>s building site because of the fast9food giant>s strong association
with global consumer culture. Oet "c<onald>s same9store sales in 'rance remain strong#
especially compared to trends in other nations. -hat>s going on+ >;ealistically speaking#
many 'rench probably like "c<onald>s in terms of >quality#> or value for money.
7owever# it is also quite likely that many 'rench don>t feel comfortable with the global
positioning of "c<onald>s#> :teenkamp e&plains. >But quality# at the end of the day# is a
much more important pathway than this global cultural connotation. That allows us to
reconcile two things= that the 'rench hate "c<onald>s# but they eat there anyway.>
)onsumer attitudes toward globalness are evolving# and marketers should be wary of
changes in both new and e&isting geographic markets. :teenkamp e&pects ethnocentrism
to change over time. "any countries have become more accepting of nonlocal foods# for
e&ample# as the 'rench have. And Alden says that as global brands become icons of a
global consumer culture in various locales# he e&pects brand globalness to have a more
direct impact on purchase likelihood. :o global brand marketers may gain an advantage
over time# even if they can>t associate their brands with quality or prestige.
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!ocal brands can still compete# however. >,ne viable alternative is if you are able to
anchor your brand very strongly to the local culture#> says :teenkamp# offering
opportunities for local companies and multinationals with both global and local product
portfolios. >The losers will be the brands that are neither perceived to be global nor are
strong icons of the local consumer culture.>
Though companies seem to be pushing their brands across borders increasingly# they
aren>t all driven by the notion that locals will embrace global brands. Businesses
globalize their brands for other reasons# points out Batra# including to achieve economies
of scale in production# logistics and communications. But marketers have to think about
how consumers will embrace their products. And to reach consumers# quality is ob one.
As companies realize that brand names associated with their products or services are
among their most valuable assets# creating# maintaining and enhancing the strength of
their brands have become a growing management imperative. A key advantage of a
strong brand is that it facilitates the acceptance of brand extensions C that is# new
products launched using that brand name. But what happens when brand e&tensions are
not successful+ <oes a failed e&tension damage the parent brand+
Hevin Heller and :anay :ood provide an overview of research aimed at better
understanding how and why brand dilution occurs. The good news emerging is that# by
and large# parent brands are not particularly vulnerable to failed brand e&tensions. The
rule of thumb arising from early academic research and industry e&perience suggests that
an unsuccessful brand e&tension is likely to damage the parent brand image only when a
high degree of similarity or BfitB is involved.
"ore9recent research# the authors point out# has e&amined the moderating factors or
Bboundary conditionsB that provide qualifications to the earlier findings/ it also has
identified other circumstances leading to brand dilution. 'or e&ample# a strong e&perience
with a brand e&tension is required for a consumer to update his or her feelings and
opinions about the parent brand. :ubbranding strategies can thus alter whether consumers
hold the parent brand directly responsible for failed e&tensions. An e&perimental study
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noted that sudden acceleration problems associated with the Audi 5FFF automobile had
greater spillover to the Audi 4FFF model than to the Audi Puattro C a phenomenon the
researchers attributed to different branding and marketing for the latter model.
The authors e&plain three factors in brand dilution that they believe the research suggests#
and they advocate active management of consumers> brand knowledge. )reating a strong
brand with powerful brand equity not only permits further growth opportunities but also
helps to provide a defense against failed brand e&tensions.
This review includes a comprehensive sidebar of all referenced and relevant research.
"any e&ecutives speak about corporate reputation and brand as if they are one and the
same. They are not# and confusing the two can be costly C a lesson which companies
like 8ike Inc. and -al9"art :tores Inc. have learned the hard way. 'ocusing on
reputation at the e&pense of brand can lead to product offerings that languish in the
market. 7owever# concentrating on brand and neglecting reputation can be equally
dangerous# resulting in a lower stock price# difficulties in attracting top talent and even
product boycotts.
Brand is a BcustomercentricB concept that focuses on what a product# service or company
has promised to its customers and what that commitment means to them. ;eputation is a
BcompanycentricB concept that focuses on the credibility and respect that an organization
has among a broad set of constituencies# including employees# investors# regulators#
ournalists and local communities C as well as customers. In other words# brand is about
relevancy and differentiation Awith respect to the customer1# and reputation is about
legitimacy of the organization Awith respect to a wide range of stakeholder groups#
including but not limited to customers1.
'or most companies# even an outstanding reputation almost never comprises any unique
characteristics that an organization can own and be known for. In short# reputation is a
necessary but not sufficient condition for e&cellence because companies also need strong
brands# which are characterized by high customer loyalty# pricing power and the ability to
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drive growth. Ultimately what drives customer preference and revenue is the ability of a
company to create relevant products# services and brands and communicate and deliver
them in a way that customers want to buy. Thus# e&ecutives need to do more than ust
keep their company>s reputation on track. They need to differentiate their offerings in
ways that win the hearts# minds and wallets of customers# and what helps make a
company and its products special and preferred is its brand# not its reputation.
)onsumers have caught on. They think that most products# like most politicians# are
pretty much the same. They know that product demonstrations can be enhanced. They see
through the paid celebrity endorser# and they also know the (real people* they see on TG
have been carefully edited and may not be real anymore. They%ve been trained by the
media to look for the spin behind everything they see and hear. They are insiders. They
are in9the9know.
The later Baby Boomers and their children have grown up to be as cynical about
advertising as they are about the world around them. They learned early in life that not
every toy performs like the one on TG and not every cream cures their acne.
Today%s consumer likes humorous reminder advertising like the Bud9weis9er frogs# and
satirical advertising# like D9Trade and $riceline.com# but they do 8,T like to be sold.
Oet every day they make brand choices and decisions. Dvery day# even though they are
cynical about the marketing game# they buy. 7ow do you motivate them to buy your
product or service+
,ne way is to spend a lot of money. Another way is to use qualitative research to identify
a personal brand reward.
$ersonal brand reward results from qualitative research that goes beyond typical brand
attributes# parity brand benefits and even beyond brand values. It is the way your brand
makes the customer feel# the emotional payoff that differentiates your brand from the
others# that motivates consumers to buy. $ersonal brand reward is not about your brand# it
is about your brand%s customers. It%s letting your customers sell your brand back to you#
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in terms that are deeply meaningful to them. They reveal the emotional language they use
to make decisions# not what you tell them.
'ocus group discussions or one9to9one interviews can discover a personal brand reward
for your brand that will=
Q differentiate= be proprietary and unique/
Q motivate= be relevant enough to strike a chord/
Q communicate= be easy to e&ecute.
$reparation is important. Before starting qualitative research# learn as much as possible
about perceptions of the brand and its competitors. $oke around# shop for the product or
service# and ask questions of salespeople# retailers or distributors. Identify consumers
who personify heavy users# the heart of the market. ;ead the ";I and other data to
define the profile of frequent users who know the category and# in most cases# play an
important role in brand share.
The sequence of your qualitative questionnaire or discussion guide is important. )onsider
the implications of cumulative learning during the group or interview. Try not to show
respondents ideas or concepts about the brand before you seek their personal brand
reward or they may simply play back what you gave them.
Heep respondents involved and forthcoming with a variety of techniques. The perceptual
map is a good way to analyze brand differences based on polar opposites that represent
important# meaningful factors# such as fashion vs. function# and low cost vs. costly.
;espondents show where each brand belongs on the map.
$ersonification and visual proective techniques help define each brand%s image. In a
study of brand images among teenage chewing gum users# one brand was seen as an older
school teacher and another brand as a younger sports car driver. @uess which is the
leading brand.
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@ive respondents time to unload how they use the brand or service# what they like# or
perhaps don%t like# about it. @et all the logical stuff out of the way before you reach for
the intangible# emotional payoff.
'inding a personal brand reward is a result of carefully positioning the end of a benefit
ladder. Benefit laddering starts with a series of steps like this=
Q -hich features of the brand are important to you+
Q -hat benefit do you get out of these features+
Q -hich one of these benefits is ",:T important+
Q -hat is it about that benefit that makes it important+
Q -hat would you miss if you did 8,T have that+
At this point# the benefit ladder must be positioned to discover the brand%s (reward* or
(emotional payoff* by e&ploring (-hat%s in it for you* or# even better# (-hat do you#
personally# get out of that+* It%s a big step beyond logic. It seeks to define not ust the
benefits but the feelings about the brand that drive brand loyalty and preference. Based
on a personal brand reward# advertising is more likely to charm the cynical consumer into
the message# rather than away from it. Attributes can be boring. Benefits are often very
similar among leading brands# but a uniquely stated personal brand reward can help set a
brand apart and ahead of its competition.
+toundin, Re*ard
-e have discovered some astounding personal brand rewards. 'requent flyers who also
vacation by train talked about seeing fabulous mountain vistas# valleys and rivers#
mountain lions and sunsets you never see from a plane or a super highway. The personal
brand reward is being closer to the :upreme Being. 7ow# in heaven%s name# does train
travel get them closer to @od+ By getting them closer to nature.
,ne segment of upscale savings bank business customers# a very desirable target# liked
the fact that their bank attracted a wide range of customers# from families cashing welfare
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checks to professional people in coats and ties. The personal brand reward is a feeling of
belonging and importance# not insignificance.
7omemakers who use a brand of adhesive shelf paper as soon as they move in
somewhere revealed that even though the benefits may be functional# the personal brand
reward is pride in being as good a homemaker as "om and @randma. A8ot an easy trick
in the year 2FFF.1
The personal brand reward for homeowners who refuse to shop for a new utility company
in this age of deregulation is not ust the feeling of security about having a local source of
supply. The deeper reward was a satisfactory feeling of loyalty for sticking with the
company that always supplied them with energy# e&cept for storms and acts of @od.
Can be old
There is no question that consumers are more cynical now than they were generations
ago. But they can be sold# if you reach them on their own terms# e&plore the feelings and
emotions they have# and mirror those feelings back to them as personal brand rewards.
:ince the results of marketing research are used in the real world and not in controlled
conditions it is often difficult to directly correlate the results of the research on revenue.
Although research may indicate which package design consumer preferred# it is difficult
to say that sales increased ust because of the package design. Usually there are all kinds
of other factors from promotions# product placement# to e&ternal factors which are hard to
account for. !ikewise# strategy and e&ecution can influence outcomes Aof course
marketing research can help improve results in those areas as well1.
The key here is that knowing more about your customer is beneficial. Understanding their
needs wants and desires should make your product more marketable.
Dven in situations where firms have done an e&cellent ob of quantifying the ;,I of their
research# they rarely release such information 99so finding specifics is going to be quite
difficult.
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-e have hundreds of case studies on this site# but few have hard dollar figures because
firms keep that information secret. 7owever# by searching (,ur Articles* on this site for
B)ase 7istoriesB you should find lots of e&amples of companies e&plain how research
increased their sales and.or customer satisfaction.
8ow# every other client I coach now asks me for suggestions on how to raise their profile
and improve their personal branding at work. Almost everyone is realising that it is not
enough simply to sit back and e&pect recognition and promotion for a ob well done.
-hile most e&ecutives recognise the power of personal branding# some people are better
at it than others. )onfidence and culture are the maor determinants of how far people
will go with their personal brand. "ore individualistic cultures# particularly those of the
Dnglish9speaking world lead the way# with some of the most shameless e&amples of
personal branding. The worst I encountered was a )anadian pharmaceuticals e&ecutive#
now a venture capitalist# who asked me to ghostwrite a novel based on his career to
promote him and his achievements to the world.
At the other end of the scale are e&ecutives from communitarian cultures# such as those in
Asia# :candinavia# and Africa# who feel genuinely uncomfortable singling themselves out
for special attention. It can be an uphill struggle to convince them that# in a global world#
personal visibility is important for their careers. ,f course# the notable e&ceptions to this
rule are )hina%s @eneration Rers 99 the generation of only children dubbed S!ittle
Dmperors% 99 who have no difficulty promoting themselves.
:o why the change+ -hy is it more important than ever to develop your own brand+ I
like the words of :eth @odin= B"any of us are taught to do our best and then let the world
decide how to udge us. I think it>s better to do your best and decide how you want to be
udged. And act that way.B But beyond that# some important forces have emerged in the
last decade that make the Brand Oou concept critical to business and career success. They
are=
T @lobalisation= international integration Athrough economic# technological# socio9cultural
and political forces1 which is proving to be a levelling mechanism for talent and
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opportunities.
T ,rganisational changes= globalisation and increased competition are forcing
organisational change and restructuring# which are in turn increasing mobility#
uncertainty and fluidity.
T $roect9based work= team9based assignments are short9term and fast9moving# which can
quickly affect reputations
T )areer management= responsibility for managing careers has passed from employer to
employee. :uccessful e&ecutives recognise they need to be Sappropriately selfish%# putting
their loyalty to themselves above their loyalty to their company.
T An increasingly competitive society= in every walk of life# it has become important to
learn how to stand out from the crowd in order to win better opportunities
T The ine&orable rise of brands= branding has become pervasive in all societies as a means
to distinguish goods# services and personal preferences. :ocial networking sites such as
!inkedIn# 'acebook# and Bebo show how branding has moved squarely into the personal
domain
-hat are your thoughts about the forces that are driving the power of personal branding+
Are there any more lessons we need to learn from these forces+
I look forward to your comments 99 and ne&t week I>ll give you my suggestings for
developing your personal brand.
8atural and organic products have become much more mainstream over the past few
years and their popularity will rise further due to an average age increase and greater
awareness in the general population. :upermarket chains will continue to fine9tune their
natural.organic branded product assortments and push more deeply into these profitable
categories. :upermarket chains will accelerate their efforts to develop and market their
own private label natural and organic food brands to cash in on the food business%s most
significant area of growth at very attractive profit margins. )onsumers will find it
increasingly difficult to distinguish between brands that are marginally natural or have an
organic ingredient or two versus (the real deal* sans investing considerable time# effort
and research.
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All of these developments make it incumbent on natural products manufacturers to
understand the crucial nature of their branding and packaging initiatives. This# too# is part
of developing a comprehensive business strategy for long9term growth and success.
As the industry continues to mature# so must its approach to marketing mature. "arketing
managers within natural product companies have to be thinking about developing a core
brand and consistently and faithfully representing that brand and its values to the world.
As the birthplace of whole and organic foods# personal care and supplements# the
entrepreneurs and founders of natural product companies have committed themselves to
the cause of bettering human beings% health and well9being ahead of every other
consideration. There is vision# passion and commitment at a level rarely found in any
other industry# and the stories of great# individual brands should be told.
By leveraging the unique story and vision of the natural product brand# each becomes a
differentiated# singularly positioned entity. Brand stories connect with people. They form
a bond# empathy# and a deeply meaningful e&perience with the end user like nothing else
can. There are great e&amples of natural product brands that became successes by sharing
their brand stories in all of their marketing communications. Brands like Annie%s
7omegrown# :tonyfield 'arm# ,rganic Galley# !ightlife# )ascadian 'arm and :pectrum
,rganics have been masterful at telling their brand stories. 'rom their -eb sites to their
packaging# brochures# trade show booths and their other marketing communications#
these brands have been made compelling through story telling.
As brands like these grew and e&panded their distribution beyond independent natural
product stores and the super9naturals into other channels like gourmet stores and the mass
market# their stories were told to many new consumers# turning them into brand devotees#
as well. )reating great brand e&periences at retail is a key component of taking the
customer past the initial purchase to becoming a fan and ultimately# a brand ambassador.
In the latter stage# customers are so enamored with the brand# its unique assets and its
consistent delivery on its brand promise# that they themselves market it to friends and
family. )ommunity or grassroots marketing like this is invaluable to many natural
22 | P a g e
product brands that haven%t the human or financial capital to embark on numerous# costly
marketing programs.
Brand Identity and Pac$a,e Dei,n
8othing says (brand* like the package. $ackaging is the last and best hope of reaching
the consumer and prompting a purchase decision. $ackaging makes every product and its
brand tangible to consumers# since it can be delivered directly into their hands. In order to
be truly effective# brand packaging has to do much more than communicate product
differentiation# features# benefits and quality. It has to literally deliver the heart and soul
of the brand in a way that forges strong# emotive connections with the consumer.
The core values of the brand now come into play. The presentation of the brand identity#
package structure# brand cues# color# typography# communications hierarchy and every
other design element all present an opportunity to align with the core brand in a tangible
way to the consumer.
By identifying the point at which the consumer e&periences the brand in a positive
emotional manner# we can begin to consider packaging solutions that will heighten that
customer e&perience. The formation of an emotional connection with the consumer builds
the foundation for brand loyalty# thus its importance cannot be overestimated.
$ackaging can# and should be# the ultimate brand communicator. -hile tangible# it can
deliver the intangibles of the brand like nothing else since the customer can see it# touch
it and be engaged by it in a physical manner. It should speak to the heart# not ust the
mind# of the customer. $ackaging that dutifully lists features and benefits alone seeks out
an intellectual responseCthat prompts the customer to think and employ reason= (:hould
I purchase this brand vs. the other brands here+* It does not# however# elicit a prompt
decision. <ecision9making is a process.
$ackaging that unabashedly appeals to the emotions of the customer leads to action. The
package structure# typography# use of color and symbolism that evoke an emotional
response can stop customers in their tracks. -e humans are emotional beings and if
23 | P a g e
brands do not align themselves within our human e&perience# or touch us in an emotive
way# how can they appeal to us+
:avvy brands elicit strong emotional responses from consumers. These brands do not sell
specific productsCthey sell the intangibles around their brands. The very core values that
natural product brands offer consumers are the intangibles today%s consumers value# need
and want. Unlike some cheap# copycat mass9marketed brands# which might have more
sizzle than solid nutritional value# brands in the natural product industry offer the
consumer a real lifestyle choice.
+%%ealin, to -amilie
$arents can feel good about giving their children the benefits of whole foods. These
products offer consumers more peace of mind about the foods they are consuming and a
sense of well9being. "any of these products are now packaged for convenience# catering
to consumers% increasingly hectic lifestyles. These are brands that support organic
farming# environmental causes# educational initiatives# and grassroots community food
banks# among many other worthy organizations. These are brands with heart and soul.
Are these factors all present and apparent in the way your brand is being marketed#
communicated# packaged+ 7ave you leveraged the core attributes of your brand so that it
is truly unique in the eyes of your targeted customer+ <oes your packaging compel the
consumer to pick it up and connect to your brand story+ 7as your brand lost touch with
the consumer+ <oes it need serious revitalization+ -ill your brand e&tend itself
successfully into additional channels of distribution+ If you can say (no* to any of these
questions# a new brand identity and package design is in order.
Brand Pac$a,in, Chec$ Point
8atural product packaging should continue to e&tend brand values by=
24 | P a g e
:haring a story and core brand attributes to position it as unique and differentiated
within its product categories.
'ocusing on its commitment to making consumers% lives better# happier# healthier/
fulfilling some of their deepest desires.
)reating an emotional response from the consumer# and a sense of enoyment#
leading to long9term loyalty when the brand promise is fulfilled in their minds.
)onsidering unique structural designs. :tructural packaging can make brands
instantly recognizable# even iconic# over time.
Being as minimal as possible.
Utilizing recycled# biodegradable packaging materials as much as possible# and being
printed with soy inks.
$rominently showing organic certification# if applicable. Accreditation is very
important and savvy consumers know the differences among certifiers.
$rominently showing the practice of 'air Trade is important on packaging.
!ikewise# denoting whole# unprocessed ingredients.
Being consistent in brand image and communications with all of the other
company%s consumer touch points# including -eb site# consumer brochures#
letters and special offers to customers# call center interactions with customers#
advertising and promotions.
;evitalizing and contemporizing when it begins to lose relevance with its
audience# while still retaining its core brand values.
Eust as important as what should be done with packaging is knowing what not to do. 'irst#
don%t try to imitate competitors with the use of similar color# typography# etc.
-hen the consumer is confronted by a (sea of sameness* at the retail shelf# it is not
helpful to making informed purchase decisions. $ackaging proects should be initiated
25 | P a g e
after category audits# customer research and core brand research are conducted. This
methodology ensures uniqueness since it relates back to a one9of9a9kind brand.
Also# in an evolving marketplace with more educated consumers# it is not necessarily
beneficial to appear (homespun*# folksy and back to the earth. 'arm and field scenes are
not required. 8or are smiling animals# flowers and Utopian landscapes. It is not necessary
to use the color green prodigiously and in every case to make the point of the goodness of
the brand products# either.
'inally# don%t attempt to list every product feature and benefit in the communication
hierarchy. The key points that truly resonate with the consumer should be communicated.
:ince the consumer spends a precious few seconds scanning the retail shelf#
communicating the few# single most important aspects of the brands and products is the
order of the day.
:ince packaging delivers a product like nothing else since the customer can see it# touch
it and be engaged by it in a physical manner# shouldn%t it be viewed as the ultimate
communicator of the brand+
If we summarize our literature review# following will be the key points which will help us
to develop our theoretical frame work. These are the factors which actually drive the
consumers buying behavior when it comes to the personal care product. These points are/
$roduct type is important# i.e. the product is high involvement or low involvement
Both functional and symbolic benefits play their part in selecting the product.
$arent brand is another key factor.
$rice is another driving factor.
$ioneer companies have the benefit especially in the personal care products
because of the perceived risk involved.
$sychological factors.
26 | P a g e
<emographical factors AAge# @ender# ethnicity etc1.
:ocial factors.
:ervice Puality.
Advertising.
D&perience.
Galue Addition.
)onvenience.
Theoretical -rame "or$
Below is our theoretical frame work. -e developed this frame work by brainstorming
within our group. ,ur literature review played an influential role in developing our frame
work.
The de%endant variable is
( Brand $reference and )onsumer Buying Behavior*
Inde%endent .ariable are/
Age
@ender
$rofession
Dducation
!ocation
"onthly Income
27 | P a g e
$arent Brand
"arital :tatus
$rice
Dnvironmental 'actors
:easonal factors
Influence of friends . family
And Two /oderatin, .ariable for the whole Independent Gariables are
(Advertisement* U ($roduct type A7igh Involvement or !ow Involvement1*
28 | P a g e
0eneration o# 1y%othei
'ollowing are our hypothesis regarding our research. These are based up on the detailed
informal interview and the literature review.
12:
29 | P a g e
There is no impact of Advertisement on consumer%s buying behavior regarding the
brands.
13:
Advertisement plays a very important role in consumer%s decision making regarding the
brands.
12:
@ender makes no difference in inclination towards the brands
13:
'emales U "ales have different inclination towards the brands.
12:
Age makes no difference in preference towards the brands
13:
<ifferent Age groups have different tendency towards the brands.
Reearch Dei,n:
30 | P a g e
;esearch design is the framework or blueprint for conducting the marketing research
proect. It specifies the details of the procedures necessary for obtaining the
information needed to structure and.or solve marketing research problem.
The ;esearch <esign of study is mainly <escriptive in nature. <escriptive study is
done in those cases where we want to establish the characteristics of the variables of
interests as in our case where we will developed the Theoretical frame work only on
the brain storming process and we are not very much sure how these variables effect
our dependent variable. ,nly those 'actors will be highlighted which play a
significant role in the minds of the people regarding the Branding.
The descriptive study will help us to define how should the companies focus on the
creating the brand for their products and which are those products who are more
sensitive to branding.
Data Collection /ethod:
31 | P a g e
The secondary data will be collected by the help of various studies done in this conte&t
A!iterature review1 and also through internet where we will be able to know the various
sale graphs# pricing and other business strategies which will be helpful in analyzing the
data collected.
'or the collection of primary data we will use Puestionnaires. These questionnaires will
be distributed to various places and people# especially in the supermarkets. <eveloping a
good and affective questionnaire will be the maor task of our research team as the entire
research success will depend upon the validity of the data collected from the
Puestionnaire.
Along with the 4uetionnaire we will be using the following methods for collecting our
data.
'ocus @roups
"all Intercept :urveys
-eb "ail Puestionnaire
All of the above mentioned methods have their own pros n cons. To make our research
more and more authenticated we will use all of these methods so that our data analysis
will have every ingredient to make it as complete and comprehensive as we can.
Scale 5 /eaurement:
32 | P a g e
-e will use the following scale in our Puestionnaire/
8ominal :cale
,rdinal :cale
Interval :cale
'urther in which we used the following techniques of measurement=
6Com%arative and non7com%arative ratin, cale8
Sam%lin, Techni4ue:
33 | P a g e
The population of our research is a wide population and we will confine our research
only to the population of !ahore. The various trends about branding will be studied by
taking the various segments of !ahore under consideration.
'or the purpose of sampling we will conduct 8on9$robability :ampling further in which
we will do the convenience sampling. Than from the selected samples we will perform
our research.
Sam%le Si9e:
It is very important to collect data from a reasonable number of respondents in order to
get valid results. -e will collect data from 5F respondents# i.e. 'ifty filled and valid
questionnaires will be used to do the data analysis.
Data +nalyi: Inter%retation 5
Recommendation:
34 | P a g e
0ender 5 Brandin,
'ollowing are the various graphs showing the relation ship between inclination towards
branding and the gender of the consumer.
Males 45%
Females 55%
According to the above graph# we see that the 55J of the females said yes to acquire the
branded product instead of non9branded products# males percentage in this regard was
45J.
35 | P a g e
0
10
20
30
40
50
60
70
Males 35% Females 65%
Changing the Brand
is a good thing to do
In response to changing the brand 6FJ of the females agreed on that while the percentage
of the males in response to this question was 35J.
36 | P a g e
+,e 5 Brandin,
0%
10%
20%
30%
40%
50%
60%
70%
80%
15-20 21-25 26-30 31-35 36-40 41-45 46-50 50 &
!o"e
#es
The above graph shows the inclination of various age groups towards the preference of
branded products over the non9branded products in the personal care products. 'ollowing
are the points to be noted/
0592F years age group is moderate towards the brand consciousness in personal
care products.
Age groups 2093F are most conscious about the brand in their personal care items.
36945 years age groups are least conscious about this phenomenon.
'ro 46 years onwards the brand consciousness towards the personal care products
again starts increasing.
37 | P a g e
0%
10%
20%
30%
40%
50%
60%
15-20 26-30 36-40 46-50
Changing o$ !rand in
%ersonal &are
%rod'&ts
In the response to the changing of the brands in the personal care products a good thing to
do# above is the graph that shows the various age groups in this respect.
This graph shows that the middle age and the younger age groups are ready to change
their brands in the personal care products where as the age groups of 2F to 3F and above
5F are reluctant to change their brands which they are using under the personal care.
Pro#eion and Brand Ua,e:
38 | P a g e
0 10 20 30 40 50 60 70 80 (0
)t'dent
*o&tor
+a,-er
.ngineer
B'sinessmen
Ban/er
0ri"ate 1o!
#es
The above mentioned graph shows that what ever the profession might be the tendency to
use the branded products is almost the same. It is least in the students which is only 3FJ
and is the highest in the engineers. These are shown in the percentages.
39 | P a g e
0% 20% 40% 60% 80%
)t'dent
+a,-er
*o&tor
0ri"ate 1o!
.ngineer
2,n B'siness
#es to Changing Brand %
The above graph is showing the response of the various people belonging to different
professions when they were asked about their aptitude towards changing their brand in
the personal care products.
The most tendencies to change the brand are found in the students and the least in the
engineers.
40 | P a g e
Correlation o# locality *ith Brandin,
0 50 100
Model 3o,n
4'l!erg
5a%da 3o,n
6nner Cit-
4arden 3o,n
Changing Brands
a 4ood thing
#es to Branded
0rod'&ts
'rom the above mentioned graph we can notify @ulberg# "odel town and defense people
are most conscious about the branded products and show reluctance to changing their
brands. ,n the other hand the rest of the areas are pretty much the same about the
branded products and the better half uses the branded products but they are also willing to
change their brands. In the further analysis of the data we will try to highlight those
factors that influence the customers to change their brands or vice n versa.
"hy Branded Product)
41 | P a g e
0restige 30%
.42 5%
)atid$ation 30%
7e%'tation 28%
)el$-.steem 7%
In the above made analysis# we see that why the people uses the branded products+ The
prestige and satisfaction are the maor factors involved in this. That shows that people
likes to be associated with the products and side by side are the needs and demands
factor. The product should be fulfilling both of the factors. ;eputation comes ne&t and it
also shows that the association with the product is a very important thing to be taken care
of. The ego comes last in this scenario.
In#luential -actor:
42 | P a g e
0 10 20 30
d"ertisement
Friends 8
Famil-
0ri&e
Brand 9ame
7is/ in
Changing
Fa&tor 6n$l'ential in
/ee%ing !rand
lo-alit-
The above mentioned graphical display shows that in keeping the consumer brand loyal
the most important thing is the advertisement which is closely followed by the brand
association which actually is arise by the various things in which advertisement is very
important which actually positions the product in the market and than the customer wants
to associate themselves with that particular product. Also friends . family and the price
are also playing important role. )onsumers are not really much cares about the risk
involved in changing the brand.
43 | P a g e
"hy to Buy the Product the -irt Time)
0 10 20 30 40
Friends 8
$amil-
0ri&ing
0arent Brand
Fa&tors
6n$l'en&ing in
$irst time
0'r&hase
In the factors which plays a role in the decision making of the customers when they are
going to buy the product the first time the most influential is the advertisement followed
by the advice of some friend or the member of the family. Third comes the pricing of the
product and the fourth important factor is the parent brand. -hereas# no one tends to
listen to the shopkeeper now a days
44 | P a g e
Chan,in, the Brand i a 0ood thin, to
do)
0 10 20 30 40
)trongl- gree
gree
9iether gree 9or *isagree
*isagree
)trongl- *isagree
#es to Changing the Brand
In response to changing the brand# most of the people were not in favor of changing the
brand. This shows that in personal care products people are more brand loyal.
Ne* Brand 5 Parent Brand
45 | P a g e
0 5 10 15 20 25
)trongl- gree
9iether gree 9or
*isagree
)trongl- *isagree
9e, Brand has 0arent
Brand :'alities
Although the views were pretty much in response to this particular question but still more
of the people are of believe that the newly launched brand has the qualities of the parent
brand most of the times and hence to position the product different from the parent brand
is not a very easy thing to do.
/ot In#luential -actor behind chan,in,
the Brand
46 | P a g e
0 10 20 30
Better
Brand
Better
0ri&e
Falling
6mage o$
Fa&tor !ehind
&hanging the
Brand
This analysis shows that the changing of the brand is particularly dependent on two
things# one is the better brand image on offer and the second factor is the price factor.
Also the reference group factor comes on the third position.
47 | P a g e
0 10 20 30
:'alit-
Brand 6mage
0ri&e
7e$eren&e
4ro'%
d"ertisement
0arent Brand
Criterion $or
)ele&tion o$
0rod'&t
Advertisement is playing the most important factor in the selection of a product for
personal care. :econd comes the Puality which shows the brand loyalty of the consumer.
48 | P a g e
Also the reference group plays an important role. The least factor interestingly that
people look for is the Brand Image.
Concluion:
'rom the above analysis following are the conclusions that we can make/
'emales are more conscious about the brands in their personal care products than
the males.
Also females are more ready to change their brand as compared to their
counterparts.
If analyzed age vise# the young people and the peoples of above fifty ages are
more conscious about the brands they use in their personal care as compared to
the other age groups.
Teen agers and the middle agers are more inclined to change their brands when
we compare them to the other rage groups.
-hen we compare the brand scenario with the profession of the user than we see
that people are more brand conscious irrespective of their profession# but this
tendency is a bit low in the students.
8o profession# other than the students is keen to change their personal care
product brand.
Although the people from all the areas have the tendency towards brand
consciousness but this trend is more defined in the posh areas.
The changing of brand is not dependant on the locality of the customers and the
general trend is to avoid the change of the brand.
$eople use branded products because of the following three factors/
o :atisfaction
49 | P a g e
o $restige
o ;eputation . Association with the brand
$eople are more sensitive about their shampoos and soaps as compared to the
other branded products
In shampoos and soaps people are keen to see the company image and brand
positioning.
In lotions the availability of the product is very important while in gels and
perfumes the brand image is the most influential factor in the buying decision of
the customers.
The over all trend of the consumer is not to change the brand of their personal
care products.
The two most important factors in keeping the customers brand loyal are the
advertisement and the brand image of the product.
-hen the first time a product is being purchased the most important thing that
plays a vital role in the decision making of the customer is the advertisement.
$arent brand plays a vital role in the fate of the new brand.
-hen people change their branded product# the important factor is the falling
image of the old brand.
Recommendation:
50 | P a g e
After the above mentioned analysis and the conclusions given we came to the following
recommendations that will answer our research question and should be help full to
the managers of the companies that are dealing with the personal care products.
'emales should be targeted while advertising for the personal care products as
they are more vulnerable to change their brand and also are the key decision
makers in their houses when it comes to buying and shopping.
:tudents and the people of the middle ages should be targeted because of their
high tendency to change the brand.
The brand image is the most important thing and people want their personal care
brands to be recognized to give them satisfaction with association with the brand
name.
$osh areas are more of the target market for the branded products in the personal
care.
$eople are more sensitive about the shampoos and soaps they use so while
launching these products or even marketing the e&isting products the
advertisement should be convincing# up to date and strong to attract the consumer.
In perfumes the brand image is the most important thing so these should be
marketed through a high profile personality to make a string association.
In creams and lotions the availability is the most important thing# so the marketing
manager should ensure the availability of their product on the key markets and at
the key visible points with attractive packaging to use the mental file created by
the advertisement at the time of purchase moment.
If the parent brand is strong than it should be used in advertisement for the new
brand and it should be avoided in case the brand image of the parent brand is on
the down fall.
51 | P a g e
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