Consumer perception on

super shampoo
 Concepts covered
• Cognitive aspects: The mental process of
knowing, including aspects such as awareness,
perception, reasoning, and judgment
• Affective aspects: Concerned with or arousing
feelings or emotion
• Conative aspect: The aspect of mental
processes or behavior directed toward action
or change and including impulse, desire,
volition, and striving.
 What are the category beliefs among
the non – users of shampoo?
• Affordability
• Lifestyles and psychographics
• Income
• Brand communication
Based on these variable the non user of
shampoo can be determined
 What are the cognitive beliefs on the three brand so
shampoos? (What are those advertising elements that match
with the cognitive beliefs?)

•Clinic plus: it is a anti-dandruff shampoo, it prevents

from dirt and split ends

•Head and shoulders : Dermatologist approved

shampoo and is an anti-dandruff shampoo

•Chic shampoo: it is a cosmetics based shampoo

mainly contributes in south at a very cheaper rate
 What are the affective aspects reflected by advertisements
of three brand so shampoos? (What are those advertising
elements that match with the affective aspects?)
•Clinic plus: Main influencer are mothers
suggesting their daughters to use clinic plus

•Head and shoulders: advertisements by

superstars n approved by many of stylist people

•Chic shampoo: very dull response but highly

affluenced in south
 Are there differences between the cognitive and affective beliefs
reflected by the respondents based on their exposure to the ads of the
three brands? Why are these differences being observed?

• There are differences between the exposures

and the concepts of shampoo
• In cognitive people are having different
perception based on their recognition
whether they are positive or negative
• In affective aspect various ads tries to attract
the person to purchase the product by the
belief that they may be beneficial to those
 How strong are the conative beliefs of respondents after they
are motivated by the cognitive and affective aspects of the three
brands?

• Conative aspects comes with a belief whether

to buy or not to buy.
• If both cognitive and affective aspect have
motivated the customer with an intension to
buy the product, if negative stages occurs then
they may switch to other product.
• As of all that factors, conative and cognitive
will affect the greater demand.
 What is the implication of some brand being rated high on
conative aspects after consumers are convinced about the
respective cognitive and affective aspects of the brand(s)?

• Conative aspect is one of three parts of the

mind, along with the affective and cognitive
aspects.
• In short, the cognitive part of the brain
measures intelligence, the affective deals with
emotions and the conative drives how one
acts on those thoughts.
• So conative is last and ultimate stage of mind
in which a purchase decision takes place.
 HOW DOES EACH BRAND SCORE ON THE COGNITIVE,
AFFECTIVE AND CONATIVE ASPECTS (EACH BRAND CAN BE
MARKED AS LOW, MEDIUM OR HIGH ON EACH OF THESE
COMPONENTS)?
cognitive affective conitive

Clinic plus medium medium high

Head and medium high medium

shoulders

Chic shampoo low low medium

 How does each brand score on
attitude towards the brand?
• On the scale of 10 taking 1 as low going
downward till 10 as unfavorable ,on basis of
their positioning and demand
• CLINIC PLUS: 4
• HEAD AND SHOULDERS: 3
• CHIC SHAMPOO: 6
 How can the “theory of reasoned action” model be applied to each
brand? Are there gaps that can be found with regard to each brand?

• Theory of reasoned Action (TRA)

• Personal beliefs about the behaviour…A persons

expectation(s) of the outcome of performing the
behaviour and their evaluation.

• The subjective norm…The persons perception of how

others view the behaviour, and the individuals
motivations to comply with social convention.
 How is the “elaboration likelihood”
model being used by the brands?

•Elaboration Likelihood Model

•Holds that there are two “Routes” to persuasion:
•Central Route
•Peripheral Route
•The presence or absence of “Elaboration”, or
thinking about the ideas presented is critical
 Central Route to Persuasion
•Attitude change stems from purposeful
evaluation, logic or “elaboration”.

•Creates more enduring attitudes

related to behavioral intention.

•Works if consumer is involved and

willing and able to elaborate.
 Peripheral Route to Persuasion
•Driven by attractiveness or expertise, the
number of arguments.

•Happens relatively quickly.

•Depends on the mood and emotional state

of consumer.
 Based on the analysis and application of concepts,
how can a new brand be launched?

Before launching a new product we should keep in mind two

models
“Theory of reasoned action”
“Elaboration likelihood”
Consumer behavior depends upon these two models
Their taste, preferences, attractiveness depends upon the
product launched which will help them to decide the
persuasiveness of a product at a very reasonable rate.