Scribd Logo
Upload

Welcome to Scribd!

  • 8K views

    Consumer Behaviour Shampoo

    Uploaded by

    wlyip1986
    The document discusses factors that influence consumer purchasing behavior of shampoo. It focuses on two main theories: 1) Country-of-Origin of Brand (COB) theory which suggests that a product's perceived quality and consumer choice is influenced by its country of origin. Local products may be viewed more positively than imported products. 2) Consumer Ethnocentrism theory which means consumers have a preference for locally produced goods and a bias against foreign-made products. They feel it is their moral duty to buy domestic over imported goods. The document examines how these two theories help explain consumers' preferences for local versus imported shampoo brands and the factors like quality, brand, and social influences that

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd

    Consumer Behaviour Shampoo

    Uploaded by

    wlyip1986
    8K views5 pages
    The document discusses factors that influence consumer purchasing behavior of shampoo. It focuses on two main theories: 1) Country-of-Origin of Brand (COB) theory which suggests that a product's perceived quality and consumer choice is influenced by its country of origin. Local products may be viewed more positively than imported products. 2) Consumer Ethnocentrism theory which means consumers have a preference for locally produced goods and a bias against foreign-made products. They feel it is their moral duty to buy domestic over imported goods. The document examines how these two theories help explain consumers' preferences for local versus imported shampoo brands and the factors like quality, brand, and social influences that

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    DOC, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses factors that influence consumer purchasing behavior of shampoo. It focuses on two main theories: 1) Country-of-Origin of Brand (COB) theory which suggests that a product's perceived quality and consumer choice is influenced by its country of origin. Local products may be viewed more positively than imported products. 2) Consumer Ethnocentrism theory which means consumers have a preference for locally produced goods and a bias against foreign-made products. They feel it is their moral duty to buy domestic over imported goods. The document examines how these two theories help explain consumers' preferences for local versus imported shampoo brands and the factors like quality, brand, and social influences that

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    8K views5 pages

    Consumer Behaviour Shampoo

    Uploaded by

    wlyip1986
    The document discusses factors that influence consumer purchasing behavior of shampoo. It focuses on two main theories: 1) Country-of-Origin of Brand (COB) theory which suggests that a product's perceived quality and consumer choice is influenced by its country of origin. Local products may be viewed more positively than imported products. 2) Consumer Ethnocentrism theory which means consumers have a preference for locally produced goods and a bias against foreign-made products. They feel it is their moral duty to buy domestic over imported goods. The document examines how these two theories help explain consumers' preferences for local versus imported shampoo brands and the factors like quality, brand, and social influences that

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    of 5

    Consumer Behaviour

    Assignment Question
    In this assignment, the students are required to choose a product and explain the factors
    which control the consumer purchasing behavior towards that product. First, the students
    should give a brief introduction to the chosen product in terms of the market sales,
    brands, and popularity. Next, the students may choose factors such as value for money,
    quality, brand feeling, social influence, and consumer ethnocentrism.

    Introduction
    Shampoo is personal hygiene product that is very essential in our daily needs. It feeds
    consumers’ physiological needs as it cleans the hair and provides other additional
    benefits such as conditioning, reducing dandruff, moisturizing, nourishing and etc. it is a
    multi-million ringgit industry that contributes largely in the annual GNP (Gross National
    Product) and GDP (Gross Domestic Product).
    There are countless brands in the market and only the famous ones are those that
    we usually hear of. What about local brands? Usually, consumers purchase by
    recognizing the brand and sometimes ignore the fact about quality and price. Imported
    shampoos dominate the market and the aim of the research is to research on what are the
    factors that influences consumers’ behavior and on a smaller scale, consumers’
    purchasing pattern and behavior.
    Local shampoo brands includes Shurah, Fair & Lovely, TLC (Tender, Loving,
    Care) and so forth. Examples of imported shampoos such as Schwarzkopf, Redken,
    Pantene, Tracia, L’ Oreal are those we usually hear of because of its intensive advertising
    and popular brand name. These imported shampoos have terrorized the local market
    scene and not many consumers can actually differentiate between local and imported
    ones.
    Shampoo is an industry that contributes annual income in millions of ringgit.
    Therefore, it is crucial to investigate the reason consumers prefer certain types or brands
    of shampoo compared to others. The problem that arises is that consumers nowadays just
    simply cannot differentiate between imported shampoo brands and local brands. For
    those who are able to identify the difference, these consumers are using it based on its
    brand-name and thus do not put other important criteria into consideration.
    There are also consumers who purchase based on its value for money, quality,
    peer pressure and so forth. The intention to purchase shampoo is thus influenced by all
    these factors and it is important for researchers to discover the real or most influential
    factor that control consumer purchasing behavior.
    Factors which control the consumer purchasing behaviour

    According to the information provided by Wikipedia.com, consumer behaviour referred


    to as the study of when, why, how, where and what people do or do not buy products.
    [1]
    It blends elements from psychology, sociology,social, anthropologyand economics. It
    attempts to understand the buyer decision making process, both individually and in
    groups. It studies characteristics of individual consumers such as demographics and
    behavioural variables in an attempt to understand people's wants. It also tries to assess
    influences on the consumer from groups such as family, friends, reference groups, and
    society in general.

    Customer behaviour study is based on consumer buying behaviour, with the customer
    playing the three distinct roles of user, payer and buyer. Relationship marketing is an
    influential asset for customer behaviour analysis as it has a keen interest in the re-
    discovery of the true meaning of marketing through the re-affirmation of the
    importance of the customer or buyer. A greater importance is also placed on consumer
    retention, customer relationship management, personalisation, customisation and one-
    to-one marketing. Social functions can be categorized into social choice and welfare
    functions.

    Each method for vote counting is assumed as a social function but if Arrow’s
    possibility theorem is used for a social function, social welfare function is achieved.
    Some specifications of the social functions are decisiveness, neutrality, anonymity,
    monotonocity, unanimity, homogeneity and weak and strong Pareto optimality. No
    social choice function meets these requirements in an ordinal scale simultaneously.
    The most important characteristic of a social function is identification of the
    interactive effect of alternatives and creating a logical relation with the ranks.
    Marketing provides services in order to satisfy customers. With that in mind, the
    productive system is considered from its beginning at the production level, to the end of
    the cycle, the consumer (Kioumarsi et al., 2009).
    Most of worldwide consumer are able to contact with product and service from all
    over the world in large numbers. Through widespread communication, consumers get
    more knowledge of products and are more familiar with the product. Information which
    is easily obtainable enables consumers to examine and know local product closer and
    clearer. Information and consumer perceptions on one country and the particular product
    pay impact on consumer behaviors and it become main concern in marketing person’s
    supply ( John.E.Spillan, 2007; Orsay Kucikemiroglu, 2007; Talha Harcar, 2007 ). In
    research study for consumer perceptions in car buying local produced shampoos and
    imported shampoos, COB's theory (Country-of-Origin of Brand) used. Apart from that,
    theory of 'Consumer Ethnocentrism' also used to observe buying decision tendency in
    plenty consumer. It also used to identify factors which influence consumer buying onto
    some particular product.

    Quality
    The quality is the perception of the customer to meet his or her expectations towards the
    performance of the product. Quality is a perceptual, conditional and somewhat subjective
    attribute. According to Peter Drucker, quality in a product or service is not what the
    supplier puts in. It is what the customer gets out and is willing to pay for. W.Edwards
    Deming defines quality as concentrating on “the efficient production of the quality that
    the market expects and improvement of quality is accomplished by better management of
    design, engineering, testing and by improvement of processes.
    A good customer experience comes from the high quality of the product of
    service. When the customer finds that the shampoo is high quality because their hair
    grows healthier and stronger. The quality determines the good customer experience. It
    will help to shape the consumer behavior.

    Theory COB (Country-of-Origin Of Brand)


    When majority has national difference in their view for their product’s quality,
    'Country of Origin' (CO) show influence for consumer choice. Effect-of ‘Country of
    Origin” by now moderate by features user group. It have been exposing that the impact
    from the world mentality product improvement has been enhanced for the foreign country
    product and this incident disparage local product.
    However, impact accepted from nationalism for product improvement has been
    enhanced for local produce product and it has been understated foreign produced product
    (Mohammed Y A Rawwas, 1996; K N Rajendran, 1996; Gerhard A Wuehrer, 1996).
    CO's Impact (country of origin), also known as “ locally-made” concept and has been
    defined by widespread resultant that positive or negative impact whether product
    produced by local production will influence by decision-making process consumer
    (Elliott And Cameron, 1994). Through consumer decision making, CO (country of
    origin) has been defined as extrinsic who act as risk mitigation or quality sign consumer
    for counters. (Cordell, 1992). Although there were research about some propound
    question on the importance of OC (country of origin) to consumer decision making
    (Elliott And Cameron, 1994; Hugstad And Durr, 1986; Mitchell And Greatorex, 1990;
    Schooler And Wildt, 1968), lately, plenty researcher has shown that CO (country of
    origin) have the titan effect on purchasing behavior for product and tendency of purchase
    stated by the product. It also has shown a more powerful impact for brand, price or
    quality of a stated product (Ahmed and d'Astous, 1996; Lantz And Loeb, 1996;
    Okechuku, 1994). Market difference between the local shampoo and the imported
    shampoo is dissimilar by factors as culture, history and geography.
    Apart from that, difference in the way consumer accept or consider product and
    brand also will influence consumer decision making in their purchasing behavior. This
    theory comply show that stereotype country wherein consumer perceptions for quality
    and buying value is different in each country. This matter influence consumer thinking
    and action to more than inclined make choices deep buying decision product. This
    tendency afford lead consumer behaviour, but consumer behaviour is not the same where
    it can become anything specific. Willing Sharma et al. (1995) cultural similarity among
    two different countries is a factor which can influence tendency 'consumer ethnocentric'
    impact on consumer behavior towards product produced by foreign country. Hence, there
    is higher desire level to purchase local produce product.

    Theory 'Consumer Ethnocentrism'

    Lately, there is research which have connected CO (country of origin) impact to


    the level of 'consumer ethnocentrism'. 'Consumer Ethnocentrism' focuses on the
    responsibility and moral of purchasing locally produce product and consumer attitude
    towards product and the level of loyalty of consumer towards products generated by their
    own country (Shimp And Sharma, 1987).
    Measurement for 'consumer ethnocentrism' produced with planning the
    CETSCALE (Consumer Ethnocentric Tendencies Scale) which is produced by Shimp
    and Sharma (1987). CETSCALE contains seventeen items where it measure consumer
    interest to acted consistently on goods and product produced locally and product
    imported from foreign country. Greater 'consumer ethnocentric' to notional product,
    consumer will likely to have bad behavior towards imported products. This negative
    relationship with reference and purchases of goods tendency by imported product has
    been found in France's consumer model nation and Japanese national, Soviet Armenia's
    country and also Korean national. Lantz And Loeb (1996) have found that there is a lot of
    consumers 'ethnocentric' in comparison have low level of 'consumer ethnocentrism'
    individually where behavior design are more favorable for product from other country
    which their culture are almost identical.
    Social Influence
    According to Maslow Hierachy of Needs, it explains what motivated individuals
    in life to achieve. He set out his answer in a form of a hierarchy. He suggests individuals
    aim to meet basic psychological needs of hunger and thirst. When this has been met they
    then move up to the next stage of the hierarchy, safety needs, where the priority lay with
    job security and the knowing that an income will be available to them regularly. Social
    needs come in the next level of the hierarchy, the need to belong or be loved is a natural
    human desire and people do strive for this belonging. Esteem need is the need for status
    and recognition within society, status sometimes drives people, the need to have a good
    job title and be recognised or the need to wear branded clothes as a symbol of status.
    So, the people will seek for social recognition. They will be influenced by the social
    because they want the people to recognize and agree with them. We are living in a
    interconnected world. We exert influence to each other. For an example, the family
    members can strongly influence buyer behaviour. The family is the most important
    consumer buying organization society and it has been researched extensively. The
    marketers are interested in the roles, and influence of the husband, wife and children on
    the purchase of different products and services.

    Conclusion
    Shampoo is the personal hygienic product and has a large market. So, it is important to
    determine which factors play the pivotal role to influence the consumer purchasing
    behaviour. In this assignment, the first factor is quality, country of origin-brand, theory of
    consumer ethnocentrism, and the social influence. These variables form a combination to
    produce an impact as to manifest our different behaviour of a consumer.

    You might also like