Customer value

Q. Who will buy this item?

·       The main target market of Sunsilk is females between the ages group 16-40 belonging to the lower and middle income classes. But in their promotional activities, they cover the whole market irrespective of these classes.

·       Young women are considered to be its usual customer.

·       Anyone facing problem of dry, weak hair even after using shampoo of other brands will try and use this product.

 Q. What problem will product solve?

·         It makes dry and weak hair stronger and smoother. Dry hair needs wholesome conditioning, extra shine and style. New Sunsilk with yoghurt proteins makes the dry hair full of life. Its especial ingredients moisturize each hair right to its tips leaving it shiny and beautiful.

·         Normal hair needs wholesome nourishment. New Sunsilk with Bio Protein extracted from Vegetable milk has nutrients that deeply penetrate each hair strand, to nourish it leaving hair strong and beautiful.

·         Thin and limp hair needs extra body and volume.  Sunsilk shampoo with Fruitamins has natural extracts from fruit that contains Vitamins. These vitamins help in giving extra body, shine and amazing manageability to the thinning and lifeless hair.

·         New Sunsilk with Melanin extracted from plants serves dull hair purpose very effectively. It helps in the growth and retention of the black color of hair, giving it a rich black shine.

Q. Which attributed are important and why?

·       It should make the hair appear clean and shiny as main function of shampoo is too clean the hair and to make it shine.

·       It should not make hair dry.

·       It should make hair easy to manage, silky and soft.

·       It should impart a feeling of freshness-due to fragrance.

·         It should be reasonable and good.

Q. If this decision is for the first time how it will go and if it is not how it will go?

Ø  In the first time when customer buys any product he goes through five major stages, which is totally different from second time. If he is satisfied with the product he will buy that product again which is second time in buying process of product. If he is not he will go for other alternatives and will go for the first scenario of buying process.  

BUYING DECISION PROCESS:

A buying decision process describes the process a customer goes through when buying a product. Consumer goes through various stages before buying any product or it could be that for some products which they start using it on regular basis doesn’t always pass through all five stages, they may skip or reverse some.

Consumer’s buying behavior and resulting purchase decision are strongly  influenced by many factors  such as -

Cultural factors include consumer’s culture, sub culture and social class. These factors are often inherent in our value and decision processes.

Social factors include groups, family, roles and status. This explains the outside influences of others on purchase decision either directly or indirectly.

Personal factors include variable such as age and lifecycle stage, occupation, economic circumstances, lifestyle, personality, self concept. These may explain why our preferences often change as our situation changes.

Psychological factors include affecting our purchase decision include motivation, perception, learning, beliefs and attitudes.

There are 5 stages which a consumer often goes through when he/she around their Purchase. These stages also exist because of normal human psychology.