Understanding Consumer Behavior
Executive Summary
The product that we use in this report is Head & Shoulders hair shampoo. The purpose of this report is to investigate the relationship between the consumer behavior and the marketing tools that the company of Head & Shoulders hair shampoo used. In this report, we can identify consumer feeling on Head & Shoulders hair shampoo. In other way, we also can identify the most useful market analysis that Head & Shoulders hair shampoo used. In this subject, “Understanding Consumer”, teach by our lecturer, Ms. Lim Ying San in Multimedia University Malacca (MMU). The basic marketing tools that Head & Shoulders used is the 4P which consist of product, place, promotion, and prices. The methods that we use in this report are research by using internet and questionnaire survey for twenty respondents with four different age segment group. In this report we can know the perception of the twenty respondents to the product Head & Shoulders hair shampoo. Next, we also can investigate the twenty respondents on purchasing Head & Shoulders hair shampoo. Lastly, in this research study there are five stages of purchasing process of a consumer such as such as searching, purchasing, using, evaluating, and disposing of product. Consumer will search in the internet or advertisements see whether the product Head & Shoulders is suitable for them or not. Next, in this pre-purchase search we noticed that “Head and Shoulders” also use difference type of packaging such as 2ml, 3ml, 100ml, 200ml and 400ml pack. Other than that, we also give a free small sample of “Head and Shoulder” shampoos to our consumers to use it. After that, consumers will give evaluation whether the brand is effective, the price is reasonable and the design of the product “Head and Shoulders” is suitable or attractive or not. When the consumers are satisfied with our product “Head and Shoulders”, they will purchase it. Nowadays, there are various types of marketing tools that marketers used today. In this
The product that we use in this report is Head & Shoulders hair shampoo. The purpose of this report is to investigate the relationship between the consumer behavior and the marketing tools that the company of Head & Shoulders hair shampoo used. In this report, we can identify consumer feeling on Head & Shoulders hair shampoo. In other way, we also can identify the most useful market analysis that Head & Shoulders hair shampoo used. In this subject, “Understanding Consumer”, teach by our lecturer, Ms. Lim Ying San in Multimedia University Malacca (MMU). The basic marketing tools that Head & Shoulders used is the 4P which consist of product, place, promotion, and prices. The methods that we use in this report are research by using internet and questionnaire survey for twenty respondents with four different age segment group. In this report we can know the perception of the twenty respondents to the product Head & Shoulders hair shampoo. Next, we also can investigate the twenty respondents on purchasing Head & Shoulders hair shampoo. Lastly, in this research study there are five stages of purchasing process of a consumer such as such as searching, purchasing, using, evaluating, and disposing of product. Consumer will search in the internet or advertisements see whether the product Head & Shoulders is suitable for them or not. Next, in this pre-purchase search we noticed that “Head and Shoulders” also use difference type of packaging such as 2ml, 3ml, 100ml, 200ml and 400ml pack. Other than that, we also give a free small sample of “Head and Shoulder” shampoos to our consumers to use it. After that, consumers will give evaluation whether the brand is effective, the price is reasonable and the design of the product “Head and Shoulders” is suitable or attractive or not. When the consumers are satisfied with our product “Head and Shoulders”, they will purchase it. Nowadays, there are various types of marketing tools that marketers used today. In this
References: Lars, Perner.: Consumer Behaviour (2010). Retrieved on 22nd August 2012, from http://www.consumerpsychologist.com/ Thadeshvar, Vikram.: Slideshare, Research for Head and Shoulder (2008) http://www.slideshare.net/thadeshvar/research-methodology-presentation-730999 Dasgupta, Sabyassachi.: Slideshare, Head and Shoulder (2008), Retrieved on 23rd August, 2012 from http://www.slideshare.net/november2nd.1984/head-shoulders Shafiq,Hassan M.:Slideshare, Head and shoulder and sunsilk (2011), Retrieved on 23rd August,2012 from http://www.slideshare.net/hasan_shafiq/head-and-shoulder-and-sunsilk Rabirabi.:Scribd, Project Report On Marketing Head and Shoulder (2011), Retrieved on 22nd August, 2012 from http://www.scribd.com/doc/61193832/Marketing Dhingra, Aman.: Advertisement (2012), Retrieved on 23rd of August, 2012 from http://www.scribd.com/doc/85024541/Advertisement Vidhiartha, Diarta.: Shaping the Market Offerings (2009), Retrieved on 22nd of August, 2012 from