Brand Attitudes of Brand Loyals of Beauty Soaps and Their Advertising Implications
Executive Summary
1. Introduction
A customer’s brand loyalty on the basis of brand attitudes towards a specific product depends on the product’s relevant benefits provided by the company, the brand’s perceived ability to provide the benefits as well as on the uniqueness of the product. Beauty soap is a necessary product. Customers purchase the product normally for skin friendliness, less use of quantity, anti-bacteria etc. benefits. Some beauty soaps including Lux, Meril, Keya are available in Bangladesh. All of these brands are exposed to advertisement. The attitude of a brand loyal customers to these brands or to its attributes is very important to the company for advertisement design and thereby their sales and profit. Buyers usually buy product when they are motivated by any purchase motivations. For the purpose of this study brand attitudes were measured by benefit composition. The purchase motivations can be linked with the benefits of the product in the category of need. For example, if consumers’ purchase motivation is problem removal (bad smell from mouth) can be linked to the fresh mouth texture benefit for the toothpaste. In this study target audiences has been grouped into four categories. They are New Category users (NCU), Brand Loyals (BL), Brand Switchers (BS), and Other Brand Loyals (OBL). BLs are very important for companies’ profitability in the sense that the profit of a brand product does not come from the mass market but from the brand’s most loyal users – the relatively small proportion of the households that accounts for large percent of sales volume. Thus the company should concentrate on the BL customers. Normally the customers want some benefit from the brand products. In case of beauty soap the benefits are aroma, skin friendliness, various colors, various sizes, attractive package, less use of quantity, reasonable price and anti-bacteria. Therefore, a customer’s brand loyalty on the basis of brand attitudes towards specific
1. Introduction
A customer’s brand loyalty on the basis of brand attitudes towards a specific product depends on the product’s relevant benefits provided by the company, the brand’s perceived ability to provide the benefits as well as on the uniqueness of the product. Beauty soap is a necessary product. Customers purchase the product normally for skin friendliness, less use of quantity, anti-bacteria etc. benefits. Some beauty soaps including Lux, Meril, Keya are available in Bangladesh. All of these brands are exposed to advertisement. The attitude of a brand loyal customers to these brands or to its attributes is very important to the company for advertisement design and thereby their sales and profit. Buyers usually buy product when they are motivated by any purchase motivations. For the purpose of this study brand attitudes were measured by benefit composition. The purchase motivations can be linked with the benefits of the product in the category of need. For example, if consumers’ purchase motivation is problem removal (bad smell from mouth) can be linked to the fresh mouth texture benefit for the toothpaste. In this study target audiences has been grouped into four categories. They are New Category users (NCU), Brand Loyals (BL), Brand Switchers (BS), and Other Brand Loyals (OBL). BLs are very important for companies’ profitability in the sense that the profit of a brand product does not come from the mass market but from the brand’s most loyal users – the relatively small proportion of the households that accounts for large percent of sales volume. Thus the company should concentrate on the BL customers. Normally the customers want some benefit from the brand products. In case of beauty soap the benefits are aroma, skin friendliness, various colors, various sizes, attractive package, less use of quantity, reasonable price and anti-bacteria. Therefore, a customer’s brand loyalty on the basis of brand attitudes towards specific