Discuss about the Customer buying behaviour and the manner in which reputed companies analyse the thought process of the customer. The focus is on Head and Shoulder one of the most reputed shampoo companies in the world.
Consumer buyer behavior is referred to as the attitudes, preferences, choices, decisions and intentions of the consumers while procuring or purchasing a product in the market. The marketers to make changes in their products accordingly study the behaviors of the consumers along with their activities. The study of the consumer behavior ranges between their pre-purchase activities to post-purchase consumption. Consumer buying behavior is directly involved with the consumers and the role-played by brand-influencers and opinion leaders in their decision regarding product purchasing. It might become difficult to predict consumer behavior and it becomes crucial for the marketers to gauge their preferences often. At that point, if the purchasing behavior is not studied correctly then the customers might switch their brands (Caiborne and Sirgy 2015).
This assignment is based on the topic of Head & Shoulders shampoo. For collecting information about the consumer purchasing behavior regarding the particular product, few consumers were interviewed to know about their choice of shampoo brand and the factors responsible for their selection of particular brand. While working on this assignment, several conditions will be taken into consideration. For instance, the consumers were asked about the factor, which pushed them to buy a certain shampoo brand, the reason behind their selection of the brand and the way in which they took the decision. In the interview of the consumers, they were asked if any family members or opinion leaders while making their purchasing decision influenced them. Moreover, they were asked about their experience of the previous brands in comparison to the current shampoo brands that they are using. Therefore, this report will consider the feelings of the consumers and the benefits that they have faced from their preferable products. It will also be focused if they are interested in sticking to their own brand or switch to other.
Diana’s interview
In the first interview, the consumer’s name was Diana, aged 23. When she was asked about the duration of using a particular shampoo brand, she mentioned that she changes her shampoo brand once a year. From this statement, it can be understood that the consumer is not loyal to her brand and she keeps on changing it every year. With further proceeding of the interview, the respondent replied that she has previously used Head & Shoulders and other Chinese brands. Those brands were used by her for 2-3 years. This is in contrary to her previous answer, where she mentioned that she changes her shampoo brand every year. The reason that was found for her change of brand was due to her unsuitability of the product. She answered that the previous shampoo was making her hair dry and as she does not use conditioner, therefore she had to change her brand. Diana has changed to Head & Shoulders brand after she stopped using her previous brands.
After the analysis of her answer, it was found out that she preferred Head & Shoulders because of its scent and quality. She did not get to know about the product from any opinion leader or brand influencer but from her mother. Her mother had bought the particular shampoo for the family to try it and they are using it for two months. In this respect, it can be said that she was influenced by her family member to use the brand and switch from her previous brand. The influence worked in such a good manner that in her family of four members, everyone uses only Head & Shoulders. They purchase a normal size of the shampoo brand so that it is sufficient for every member of the family. When she was asked about their not using the travel size, she replied that her personal preference was to fill own small, transparent bottles with those shampoo which she can carry with herself.
Again, she was asked about her perception about the particular brand to which she answered that the quality of the shampoo is most important to her. She has found that in Head & Shoulders and therefore, she has started using it. From this fact, it can be inferred that Head & Shoulders is considered by the consumers while making purchase of a shampoo brand due to its good quality. Consumers always have a preference about the brand regarding their quality. They have the behavior of not compromising anything about the brand quality (Oliver 2014). From the interview of Diana, it was quite clear that she was not loyal to a single brand and she has the tendency to change her brand every year. However, Head & Shoulders is one such brand, which she has used previously and trying again. Therefore, it can be concluded that she has trust in this particular brand. She had previously complained that other shampoos were making her hair dry. Those products were not suiting her, as she does not use conditioner. Therefore, it can be derived that Head & Shoulders is such a brand that has maintained moisture in her hair and she need not use conditioner. On the contrary, the shampoo might contain conditioner within it, which maintained the quality of her hair. When she was asked about the specifications she looks out for in a shampoo brand, she stated that her preference would be towards quality, fragrance and value for money. The two criteria of quality and value for money can be regarded as universal for every consumer and Diana was no exception. It is a common consumer purchasing behavior where they want to make full utilization of the price that they are paying for the product. Therefore, the marketer has to keep it in mind that they manufacture their product in such a manner that the customer preferences are considered to enable customer satisfaction. In this way, they will be able to prevent the loyal customers from switching to other brands thus, maximizing brand value. For instance, Head & Shoulders could enhance their brand identity by mentioning about Diana, who spoke about the good quality of product.
Jeremy’s interview
The second interviewee’s name was Jeremy and he was 24 years old. Similar kinds of questions were asked in order to draw a comparison between the purchasing behaviors of consumers. Solomon et al. (2014) remarked that gender plays a pivotal role while making purchasing decision. This is because buying pattern varies between a male and female. In Jeremy’s interview, it was required to evaluate if there is any similarity or difference between him and Diana regarding their choice of shampoo brand. He went on similar tracks when asked about how frequently he changes his shampoo brand. Within 1-2 years, he switches to another brand, which sheds light on the fact that is not loyal to one brand for a long time. This could be found similar to the story of Diana who also switches to other brands mostly within 2 years. He was asked about the shampoo brands, which he has used before. In response to that question, he mentioned about Dettol, Sunsilk and Head & Shoulders. It was partially similar to Diana, as she had not mentioned about Sunsilk among her previous brands. Rather Head & Shoulders was the common shampoo brand, which was used by both the consumers. In the next question, Diana had replied that she has used her previous shampoos for 2-3 years whereas Jeremy had consumed the previous brands only for half or one month.
From this evidence, it can be inferred that Jeremy is not at all a loyal customer. He has the habit of changing his shampoo brands quite often. This category of consumers needs to be considered by the marketers properly for their retention. As they have a tendency to change their brand frequently therefore, the marketers need to find out the reason behind their typical behavior. In that case, such consumers can be interviewed to interrogate about their preference for other brands. It was followed by means of the interview among the three consumers of Head & Shoulders. He has used Dettol before using Head & Shoulders. This was in contrary to Diana as she didn’t mention Dettol among her previous shampoo brands. According to Vigneron and Johnson (2017), gender plays an important part in brand selection among the consumers and it was evident from the interview of Jeremy and Diana. However, Jeremy has mentioned that Dettol was making his hair dry and that is why he wanted to switch his shampoo brand. Here, a similarity could be found between the two consumers who changed their shampoo brand because their hairs were getting affected. Moreover, Dettol made his hairs worse after dyeing as it lacked moisture content. It can be derived that Dettol is not a god quality shampoo and it made a negative impact on the consumers.
When he was asked about his current brand of shampoo, Jeremy answered that he was using Smooth and Silky from the brand of Head & Shoulders. In this instance too, Head & Shoulders got the preference over other shampoo brands. It was clear from the interview of the two consumers Diana and Jeremy that they preferred Head & Shoulders to other shampoo brands. This particular behavior of the consumers needs to be highlighted among the marketers while making their business strategies. There must be a particular reason behind their selection of the brand, which is appealing to the consumers. The selection of one particular brand by switching from another is a big deal for that particular brand and they must continue to keep up to that product quality. Jeremy was asked about the reason behind selecting Head & Shoulders always when there were other brands available in the market. He used a contrasting instance in response to the particular question. Jeremy stated that he has previously used Dettol shampoo, which made his hairs dry. When he started using Smooth and Silky from the Head & Shoulders brand, he did not face any difficulty with dry hair even after dying his hair. This made him trust Head & Shoulders more than any other brands, which he has used in the past.
In the case of Jeremy, he came to know about the particular brand from his brother and he has noticed it while roaming around in the supermarket. According to Xiang, Magnini and Fesenmaier (2015), it can be stated that family plays a major role in influencing individuals regarding the use of a particular brand. Similar to Diana, Jeremy was influenced by his brother in addition to his personal observation power. Neither was he influenced by seeing the brand in any media, nor was he encouraged by any opinion leader to use the brand. Moreover, he got effective result by using the product himself and that is the reason behind switching his shampoo brand. His trust in the brand has let him use the same for constant three- year duration. As his entire family uses the same shampoo, therefore they purchase the one- liter pack of the shampoo. He prefers to use that container, as it is pump-type and does not require to be squeezed. Therefore, the marketers need to focus on this matter, as the consumers prefer those products whose packaging is better than the other is. The consumer habit is bended towards the use of an easy shampoo container instead of a complicated one. That is the reason why he does not prefer the travel size of Head & Shoulders as stated by Diana because the pump type is not available in that. He transfers the shampoo to his own travel pack for his convenience. The Head & Shoulders packagers need to consider this point and restructure their products by introducing pump- type in travel size. It will be easily accepted by the consumers, as it will become convenient for them to carry and reduce their effort of transferring the shampoo to other bottles. Jeremy has a different perception about the product as he feels premium by using the Head & Shoulders shampoo. Price and promotion are the two factors he mentioned when he was asked about the two important criteria of purchasing a product. Price is a common factor as it was also stated by Diana in the previous interview. However, promotion was a new factor, which was added by Jeremy. From these two interviews, it can be derived that the marketers need to put significance on the marketing mix of their products as the consumers look out for a good quality product in exchange of reasonable price. They are not ready to compromise anything in exchange of price of the product. Promotion plays a minor role as only a certain category of consumers get attracted by it.
Vingsey’s interview
The third interview was taken from Vingsey who was 21 years old. There was no exception in this interview, regarding the brand of shampoo used by the consumer. Vingsey mentioned that he was using Head & Shoulders and at present, it was the fourth bottle of shampoo, which he was using for more than a year. This reply was quite interesting as it is not a normal thing to use four bottles of shampoo in a year, especially for a boy. This is because boys have shorter hairs than girls do and therefore they need to apply lesser quantity of shampoo. Therefore, he was asked about the reason behind using this shampoo largely. In response, he stated that the fragrance of the shampoo is nice and it helped in the effective removal of dandruff. From this statement, it can be inferred that the particular consumer was concerned about his dandruff problem unlike dry hair problem of the other two interviewees. Head & Shoulders has beaten other shampoo brands in this respect by preventing dryness of hair along with successful removal of dandruffs. This can be considered as the USP of the product as it was effective in providing solutions to two problems in one. He added that this shampoo has not only helped in removing the dandruffs but also prevented it from coming back. It was a significant quality of the Head & Shoulders brand, which was not mentioned by previous interviewees.
When Vingsey was asked about the shampoo brands that he has used before, he used the terms Pantene, Sunsilk and Adidas. Previously when he was using these brands, he held on to them for years or months, it depended upon the shampoo brands that he was using at that time. However, when he tried any new shampoo brand, he would usually use it for 2-3 months to check on its effectiveness and if it was suitable for him or not. He mainly had two problems of dandruff and maintenance of his hair texture. While using Pantene, he did not find it suitable for his hairs and therefore, switched to Sunsilk. Sunsilk was good to some extent, as it had cured his dandruff problem. He stated that he does not change his brands often until there is any problem with the product. From this confession, it is clear that Vingsey is a loyal consumer and he prefers to stick to own brand for a long duration. This is in contrary to the other interviewees Diana and Jeremy who was not dedicated to one brand for more than two years on an average. Vingsey fell under the category of those customers who remained loyal to one brand for generations. This raised a question why he stopped using Pantene and Sunsilk and chose Head & Shoulders. The response to this question seemed to be a lame excuse when Vingsey stated that he changed his shampoo brand when he could not find his particular brand in the supermarket and retail stores.
His preference for Head & Shoulders was based on its attractive packaging and he bought the product just by looking at it. Other qualities, that he found in this shampoo after using was its good fragrance, a feeling of relaxation and gives the hairs nice texture. Vingsey was influenced by his family members to use this particular brand and they used normal size because of the convenience of pump- type. It was similar to the reason explained by Jeremy for using normal size rather than travel size. He preferred this brand to other as he found it premium and maintained customer satisfaction. The common answer received from the three interviewees was related to the reasonable price of the product, which made it a better choice than other products in the market.
As per Zeugner-Roth, Žabkar and Diamantopoulos (2015), the consumers always go for a good quality product at an affordable price and the fourth interviewee went on the same track. All the four interviewees preferred Head & Shoulder to other shampoo brands in the market due to similar reasons. They have no plan of switching their brands as they were finding it convenient in every way for their daily use.
Sensation and perception
Sensation refers to the immediate response that is provided by the customers that have a direct response to the sensory receptors to the stimuli like light, sound, odour and colour. According to Berry and Berry (2018), senses gather information about a product that is directly related to its purchase. The sensory inputs received by the brain act as raw data that begins the process of perceptual. In the case of Head and Shoulder shampoo, the sensory data that are received by the people include understanding the smell and touch of the shampoo and whether the product can have a negative impact on the vision. The people consider these special attributes so that they remain satisfied with the product. At the same time, the perception of the people provides meaning to the stimuli received by the people (Orel and Kara 2014).
The perception of the people requires the conscious and subconscious attention of the people so that any difference between the products can be identified. Hence, according to the video evidence the fact that Diana changes her taste of shampoo every year can be attributed to her perception about trying out different products so that she can use her senses to determine one product from another. Therefore, the indirect influence of the people aid in the creation of perception so that people can develop its stimuli towards the use of products and its effective application in the market.
Learning is considered as an ongoing process that helps maintaining consistent updating and checking of products. It can be considered as a permanent change that can be related to the behaviour of the people. According to Kumar et al. (2016), different types of learning experience ranging from complex to simple reflexes that challenge the decision-making process of the individuals can be derived. In this regard, the application of theories of learning such as cognitive and behavioural learning can be made that provide a relation with the stimulus and responses of the people.
At the same time, it is also important that the memory of the people play a vital role in the customer behaviour process. For example, in the case of Head and Shoulder Shampoo, the people need to keep in mind the perception that arises from the sensory memory and regulator of the people. At the same time, organisations need to remember factors that may cause decay in the memory of the people (Christensen, Raynor and McDonald 2016). Factors such as age or the introduction of new products in the market cause the memory of the people to decline. Therefore, methods such as continuous promotion of products is required to ensure that memory of the people do not decline despite the advent of these factors. In the case of Head and Shoulder, the memory of the people can be rejuvenated by getting assistance from celebrities to endorse the product.
According to Yu, Allon and Bassamboo (2016), the consumer decision-making process consists of certain steps based on which the ultimate decision of consuming or purchasing a product is finalised. The initial step is the recognition of the problem that provides an understanding of the discrepancy between the actual and ideal state. In the case of Head and Shoulder Shampoo, the problem recognition can be getting the loyalty of the people with the use of advertising so that the internal and external search of the product can be conducted. At the second stage, the search of the information can be both internal and external search so that the accuracy of the products can be understood.
The alternatives that exist in the market can be understood by identifying the evoked set, inert set and inept set of brands. According to Steinbach, Wallenburg and Selviaridis (2018), people tend to try out other brands of a product so that loyalty over one brand can be maintained. This provides an opportunity to categorise each of the products and use the categorisation to better use in the future. At the same time, the product choice can be based on the decisions that provide relevant information about the product and choice of the products be based on the category of the selected product. Based on the choices and the categorising of the products, final decision is made that outlines the satisfaction and the dissatisfaction of the products.
Measuring Attitudes
According to Echchakoui (2016), attitude is the overall evaluation of a concept that is critical to the internal factors of the individual. Attitudes are the predispositions that provide opportunity for response in a consistent manner. In this regard, it can be said that theories related to the measurement of attitudes can be identified so that the function of the people can be determined in a proper manner. One of the theories that can be considered is the balance theory that perceives the relation among the various attitudes of the people. In the case of Head and Shoulder Shampoo, the attitude is the measurement of the popularity of the product with the market researchers and the proxy to measure the success of the market.
At the same time, the application of the Fishbein model can help in analysing three elements that are essential for the people. The Fishbein model works on the principle that beliefs and behaviours lead to certain outcomes that can be evaluated (Huang et al. 2014). Based on the evaluation, the attitude towards the behaviour can be understood with the intention to purchase a particular product. In the case of the people of Singapore, the application of the Fishbein model in the purchase of Head and Shoulder Shampoo can be done by analysing the response of the customers. A Likert’s scale can be used to analyse the response and application of the formula Ao = ∑biei can be used to understand the results.
Involvement
According to Joshi et al. (2015), the involvement of various groups is important so that altering the actions of other customers can be done. In this regard, maintaining a reference group is important so that power related to the behaviour of the people can be understood. This is important for the marketers as the customers get to modify their perception based on identifying with the referent value. In the case of Head and Shoulders, the group of people that have been interviewed directly or indirectly makes comparisons with various other brands such as Dettol and Sunsilk. Johnston and Marshall (2016) is of the opinion that consumer reference groups can be family, friends, social class and other subcultures.
This provides marketers with an opportunity to understand the demands and needs of the customers. Argument has been made in favour of the fact that family is one of the strongest reference groups that exist. Therefore, the involvement of family is crucial in the decision-making activity for an individual. However, family support can diminish based on the growth of the people from the family. Hence, it can be said that family and society co-exist with one another so that the common measures can be undertaken regarding the social class fragmentation and symbolic capital that exists in the market. The structural formation of a family provides it with the advantage of taking decisions that are related to the purchase of products. Therefore, a link between the social class and customer behaviour can be established.
Understanding the Social Context
According to Blut et al. (2015), most people think that individual consumption choices are influenced by the social context. The buyers more frequently name the interpersonal sources of purchasing a material so that the external search efforts are described. In this context, it is necessary that people apply certain strategies so that a product or brand can be promoted among the social people. One such strategy can be the adoption of a proper communication style for promoting the product among the people.
For a reputed company like Head and Shoulders, the social context of promoting the company can be in the form of using Word Of Mouth (WOM) method. Customers normally behave according to the social status they possess so that they can fit in the society. In countries like Singapore, customers prefer to remain loyal towards a particular brand. At the same time, social context provides people with an idea of timely purchase of products and the manner in which it can help in its development in the society. In this regard, the application of communication strategies such as Word Of Mouth can help in the proper promotion of Head and Shoulders among the people in Singapore.
WOM
As stated by Hill and Brierley (2017) the Word Of Mouth is powerful in motivating the attitude and behaviour of the people. Recommendation made by people consuming the products earns more rating than that provided by the experts. This is because the people can judge a particular product based on its practical application. In the case of Head and Shoulders Shampoo, the Word Of Mouth communication strategy can provide important information regarding the dissemination of information. For example, the people applying the product can provide the contents of the product and the best way to apply the product. This provides other individuals to choose a particular product. Word Of Mouth provides information such as reliability of a product, its trustworthiness, payment method and any other informal information.
As evidenced from the video, Jeremy prefers to use Head and Shoulders mainly because of the fact that he has dry hair and using the brand makes his hair smoother. The experts cannot provide this information and thus Word Of Mouth that plays an important role for the promotion of the shampoo among the people. At the same time, Word Of Mouth provides an opportunity for evaluation and adoption of the products as more people provide opinion about the manner in which the products can be used and evolved. For example, in the case of Head and Shoulders Shampoo, the use of the product can evolve and have a positive impact on its sale in the Singapore market. However, one of the negative influences of Word Of Mouth is the fact that it may have devastating effect on the popularity of a brand. In the case of any discrepancy of a product, public opinion can provide a negative image that may be related to the effectiveness of the product or its content. The Word Of Mouth can be considered as an option for spreading positivity as well as negativity of a branch image. One of the biggest advantages that can be provided due to the application of Word Of Mouth is the fact that it helps in understanding possible areas of interaction with the customers.
Opinion leadership
Opinion leaders are people that have the ability to exert personal influence on other people. The opinion of these people provides an idea about the type of products that are needed to be purchased and the advantages that can be received from the purchase of the products. The opinion leader can be a person that has vast experience in using a particular product and thereby can provide opinion about the possible manner by which a particular product can be consumed (Zablah et al. 2016). The relative influence based on the power of the expert can be influenced by the application of the opinion provided by the leaders. At the same time, one important characteristic is the fact that people of the same social class that are highly interconnected with another form a group of opinion leaders. This provides high exposure through relevant media such as seeking help from advertisements and social media.
In the case of Head and Shoulders, the opinion leadership can be based from the application of people that have used the product. For example based on the interview, Diana has provided interesting evidence on the application of Head and Shoulders and the reason behind using it. In her opinion, the brand is one of the best in the market and provides her hair with the required nourishment. One of the biggest characteristic of Head and Shoulders is the fact that the company uses relevant media such as advertising using television to reach to the public. The multiple product categories and more innovative product category can help in the promotion of Head and Shoulders in Singapore. The opinion leaders thereby provide people with detailed information before purchasing a particular product that provide the characteristics of the product along with the complexity and risk involved in its use. The opinion leader can either be present at the family or in the social context that has vast experience in the purchasing of various products required for building social status. Most people tend to seek advice from the opinion leader so that it can be beneficial while making purchase in the future.
Impact of technology
The impact of technology on the modern world has spread across various industries. As observed by Agnihotri et al. (2016) Singapore is one of the technologically developed countries in the world and therefore, the impact of technology plays a crucial role in the development of the market in the country. In the case of customer behaviour, technology helps in influencing the choice of the products that require to be purchased. It has been seen that the influence of social media on the modern world have a significant influence in the buying behaviour of customers. Therefore, it can be said that the influence of technology have been benefitted due to the social media application. The interview taken has also been done with the help of technology.
This infers that organisations can interact with the customers with the help of video chatting and social media. This interaction can help in understanding the interests of the customers based on which organisations can improve on the products. Therefore, it can be said that it is important for organisations to use technologies for the proper promotion and interaction with the customers. In the case of Head and Shoulders, the influence of technology on the product is that people can understand the characteristics of the product by interacting with different customers that use the product. Technology can also help in the manufacturing of products. It is necessary to keep in mind that the technical aspects of a particular product can help in the growth of the product and consequently provide it with an opportunity to become a dominating brand in the business. At the same time, ideas related to innovation can be obtained by the effective use of technology.
Diffusion of innovations
According to Drucker (2014), innovation is considered as the perception of customers about a product that is new in the market. The customers perceive any characteristic of a product that is new and has a significant effect on the existing consumption pattern as innovation. Innovation can be in various forms and based on the existing products and its popularity with the customers, innovation can take place that provides a new aspect about a product. In the case of Head and Shoulders, the innovation that may take place can be in the form of diffusion meaning that the process of innovation is based on a macro level. The application of the innovation process can spread fast and the rate of adoption of the innovative idea can reflect from the responses made by the people.
From the analysis of the video, it has been seen that Head and Shoulders Shampoo, is one of the most popular brand of shampoo in the country. Most people use the shampoo for getting a smooth hair and ensure that dryness does not exist. Hence, it is important that the manufacturers of the shampoo consider the marketing stats based on the curves that are obtained from the innovative process. The video analysis provides evidence that Head and Shoulders have a growing curve in the Singapore market and due to its characteristics, most people tend to be loyal towards the brand.
Conclusion
Therefore, it can be concluded that understanding customer behaviour can have a significant impact in gaining success in business. Without proper response from the customers, it can be difficult for every organisation to continue to improve its existing business and due to this; it can be difficult to maintain a competitive edge in the market. The interview of the different customers provides evidence about the importance of maintaining a proper relation with each customer and improves on the brand. The impact of technology in the modern world has played a significant role in improving the interaction between the people and the companies. Encouraging innovation is one of the boldest strategies that leaders can adopt so that they can maintain competition in the business market and ensure that proper involvement is maintained between the people and the organisations.
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