BRANDING & CONSUMER BUYING BEHAVIOUR

Running Head: BRANDING & CONSUMER BUYING BEHAVIOUR

Influence of Branding on Consumer Buying Behaviour

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Table of Contents

Chapter I: Introduction 4

Introduction 4

Research Objectives 6

Purpose Of The Study 7

Consumer Support for Imporved Working Conditions 8

Hypothesis 10

CHAPTER II: LITERATURE REVIEW 11

Anti-dandruff Labeling Campaigns and Consumer Behavior 11

A Case Study 21

Introduction 22

Method 24

Results 25

Discussion 31

CHAPTER III: METHODOLOGY 34

Sample and Procedure 34

Questionnaire 35

CHAPTER IV: DATA ANALYSIS AND RESULTS 39

Respondent Profile 39

Identification of Hair wash Brand Users 40

Relative Utility of Product Characteristics 41

Prediction of Future Hair wash Shampoo Purchases 42

The Hedonic Framework 44

Psychographic and Demographic Characteristics of Brand Users versus Nonusers 49

CHAPTER V: DISCUSSION 53

CHAPTER VI: CONCLUSIONS 60

ENDNOTES 65

REFERENCES 67

APPENDIX 77

Influence of Branding on Consumer Buying Behaviour

Chapter I: Introduction

Introduction

The haircare industry is in a state of flux, characterized by change being the rule rather than the exception. A relatively stable environment has been replaced by constant threats of branding, mergers, reorganizations, and liquidations. The only thing certain is that the industry will never be the same.

During the last several years, the British economy developed a trickle-down effect which altered the perceptions of the consumer, and consequently the shampoo retailer and wholesaler, about using shampoo in terms of priorities, needs, and desires. The unsettled times of the 90s changed the buying habits of the British consumer, who has become more aware of style and pricing considerations.

The demand for using shampoo has been affected by considerations, including the following:

Downsizing and the prospects of downsizing have diminished the disposable income consumers are willing to allocate to shampoo purchases.

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