Ariel Consumer Decision Making Process Portfolio: Analysis And Insights

Background

Discuss about the Ariel Consumer Decision Making Process Portfolio.

According to (Wright 2006, p. 56), consumer decision making process refers to the consumer’s power and choice towards a products’ affinity creation, and unique products’ utility. The main utilization factors to these consumer goods and products include; factors affecting the purchasing power; consumer preference and choice, and economic class. In fact, there are also other factors consumers consider when purchasing services and products; which are products family structure, social and cultural backgrounds. Decision making process involves both consumer behavior and physical activities involved in evaluating, acquiring, using, and the disposing of the goods and services (Kotler & Zaltman 2013). In this context we are going to discuss on a product review, consumption respondent profile of the product, analysis on decision making process, compare the results from the interviewed respondent from literature evidence, and draw conclusions and recommendations.

Product Ariel: Ariel has been in existences for over 50 years diversifying into different products. Ariel is a p &g product that came to life in 1967 due to the dire need of having whiter clean clothes. With their combination of enzymes and encapsulated bleach solved the puzzle that washing machines would not at that time (Forbes 2014). In 1985, the first liquid detergent was released offering an outstanding grease cleaning performance. Women and families not only wanted to shine in white clothes but also in multicolored and colored clothes as well. To fill in the gap in 1992, a bleach free and color friendly option known as the Ariel color was launched it had color absorbents and therefore prevented color fading (Hoyer & Deborah 2010). In the consequent years, liquates and three in one pods were introduced to the market to provide sustainability, portability and also preserve memories since the note of no time was gaining roots among women.

The following is a interview result of two respondents about Ariel and a similar laundry detergent. Both respondents are mothers purchasing a one kilogram of detergent on a weekly basis and working class people in a food processing and office setting respectively.

According to Khan (2010), consumer decision making process is rather a complex, unique and a weighing-portfolio tool for products value preposition in the market. The consumer decision making process chronicles around routine choice, based on habitual, personal tastes, and economic class. Moreover, consumer decision making is dictated by intermediate problem solving with limited information on consumers. The marketers find it hard to vigorously evaluate products’ affinity and loyalty to the market, which hinders proper competitive advantage drafting. Goods can also be classified under luxury goods which are bought for immediate need either in bulk or small portions. According to Kardes, Cronley and Cline (2010), consumer decision making process manipulates the criteria, products’ distribution, and products’ definition to evaluate the actual brand.

Product Ariel

Conventionally, decision making process involves four steps: identifying an unsatisfied need, which is problem recognition followed by information research about the products you want to purchase whether they are familiar or unfamiliar or extensive research, then decision making that marketers get to think critically and form attitudes regarding the gathered information (Campbell 2005). Moreover consumer decision making helps in making post decisions based on consumer feedback for products evaluations, which dictate the consumers’ decision towards the purchase of the product.

Consequently, from the respondents analysis, we can note that there different factors that influenced the particular detergents; and observing the need for purchasing one commodity. However, due to the opportunity cost, preferences, and choices, consumer choose to select the best available in the market in considerations to their perception and value preposition (Bernays & Ewen 2011, p. 78). To begin with, the need for product recognition helps us to identify the problem in existence; stirred by an internal or external stimuli in this case it is an internal stimuli; the need for self-expression and neatness. The need for marketing information research is hereby is determined by the number of people in product consumption as in our case respondent 2 (Wright 2006).

Ultimately, after information collection, other products options compared to Ariel and Persil relatively to other detergents seem to have no physical and health effects; like in the Persil. The evaluation criteria considers things such as prices, value, brand and so on but here we consider the impacts to the consumer decision making process, in respect to preferences and choices (Hoyer & Deborah 2010). In addition, purchase decision information opinions and benefits are evaluated thoroughly to avoid purchasing these products again especially for the luxury and expensive goods but in this case soap is a minima commodity (Khan, 2007).

In post purchase evaluation, which is the last stage, here the consumer gets to realize that the product that he/she has purchased does not fit his/her expectations and would rather prefer a different product so complaints are brought forth for refunds or even switching to a different product say Ariel to Persil or a different product in the case of a different consumer from the Persil consumer.

We have therefore looked at the different stages of consumer decision making processes which are mostly not adhered to probably due to ignorance or illiteracy. For the Ariel strategists, they ought to conduct prior decision making in product modifications, such as the smell, color, effects on hands, as well as its ability to cleanse in a short time (Forbes 2014). As a consumer also I would recommend that there are multiple offers on commodities during seasons, online stores, and buying goods in bulk such as eatable goods with long shelf life thus saying a lot of money.

Understanding the salient reasons of consumer decision also helps marketers to know what to focus on and since the consumers have diverse tastes, preferences, and perceptions. Apparently, marketers should lay a scrutinized marketing strategy, product branding as well as product differentiation to avoid overpromising on products (Pasmore et al 2010). In fact, the marketing team ought to employ vibrant, skilled and expertise workers, who are good at presenting an excellent and quality product. The product manufacturers should also consider looking and establishing goods that will not cause allergies or effects if they want to get the maximum consumers.

Conclusion

The marketing strategy also needs to come up with a consistent shopping schedule on nonperishable goods and daily consumed products. A budgeting list may also come in handy considering the factors of other home consumers such as age, preferences, and genders, among others. The competitive advantage portfolio helps in financial allocation to prevent overspending on other unnecessary marketing tools.

Bernays, E., & Ewen, D 2011, Crystallizing public opinion New York: LG Publishing

Campbell, C 2005, The craft consumer: Culture, craft and consumption in a postmodern society, Journal of Consumer Culture, vol. 5, no. 1, pp. 23-42. 

Forbes, 2014 Social networking ranking 2014 New York: Institute of America

 Hoyer, W. D., & Deborah J 2010, Consumer behavior: a marketer’s tool. New Delhi, Cenga: Learning India

 Khan, K 2010, Consumer Behavior, New Delhi, Ashim Printline

Kotler, P., & Zaltman, D 2013, Social marketing: An approach to planned social change. Journal of Marketing, vol. 35, no. 3, pp. 3-12.

Pasmore, W, Woodman, R., & Shani, A 2010, Research in organizational change and     development: Volume 18. Bingley, UK: Emerald

Wkardes, F., Cronley, M., & Cline, T2015, Consumer behavior. Stamford, Cengage Learning.

Wright, R 2006, Consumer behavior. London, Thomson.