Presented To:

Prof..

Presented By:

Abid Hussain Reg. # 102-2194

Sheraz Durrani Reg. # 102-2195
Najeeb Hassan Reg. # 102-2196
 TABLE OF CONTENTS

1: ACKNOWLEDGEMENT

2: EXECUTIVE SUMMARY

3: INTRODUCTION

4: CONSUMER MOTIVATIONS AND INVOLVEMENT

5: SEGMENTATION, TARGETING AND

POSITIONING

6: COMMUNICATION

7: ADVERTISEMENT

8: CONSUMER BEHAVIOR IN ACTION

9: SUMMERY AND CONCLUSION

 ACKNOWLEDGEMENT

By the name of Allah, the Most beneficent the

Most merciful. First of all

We thank GOD who gave us inspiration to

accomplish this work. We wish

To express our sincere respectable course

instructor and ingenious teacher

PROF.ZAFAR IQBAL for providing us an

opportunity for gaining practical

Experience and knowledge about CONSUMER

BEHAVIOUR.

Sincere thanks to all those who have provided necessary

information and Assistance to accomplish this task.
We also wish to acknowledge those, who extended their
co-operation
And provided us value able information for the completion
of this task.
INTRODUCTION

We are launching a new product “Medicated Dental Cream ”named as

“PEARL” Dental Cream

This dental cream will not only gives the shine to our teeth

but also creates a guard against germs and makes your teeth

healthy. This is a proper product line of pearl will be

available in the market, that’s why I have selected this

product

The family pack is for Rs-55

Small pack is for Rs-30

DENTAL CREAM

PEARL Dental Cream

PEARL Antiseptic Toilet Soap

PEARL Sun Block Cream

I take only PEARL dental cream, because its a new product for

customers as well as in dental patients. It is a quality product will be

easily available at every place without bothering.

 COMPETITORS

ITS COMPETITORS ARE FOLLOWING TOOTH PASTES:

1: COLGATE TOOTH PASTE

2: NATURAL TOOTH PASTE

3: SPARKLE TOOTH PASTE

4: MEDICAM TOOTH PASTE

5: CLOSE UP TOOTH PASTE

MARKET SHARE

I collect all this information through observation and personal

interviews of the customers rather then collecting information through

questionnaire. Then I also interviewed the storekeeper about the

different toothpastes. I asked that if you keep ten pieces of Medicam,

Colgate Natural and Sparkle then what is the ratio of their sales in a

week. I converted these ratios in terms of 100 pieces in a home locality.

PRODUCT 1st WK 2nd WK 3rd WK 4th WK

MEDICAM 61 69 70 75

COLGATE 43 61 44 71

NATURAL 45 66 50 43

SPARKLE 25 47 65 58

COMPETITORS STANDABILITY IN THE MARKET

100

90

80

70

60 MEDICAM
COLGATE
50
NATURAL
40 SPARKLE

30

20

10

0
1st WK 2nd WK 3rd WK 4th WK
CORE BENEFITS

PEARL Dental Cream is:

. An ideal gift for modern Dental-Medical

technology

Produced after the thorough study, research and

trail.

. It is an advanced Teeth Gum Protection Formula

and

Thus ideal remedy for sensitive/pain full teeth

and

Bleeding gums.
 PRODUCT FEATURES

PEARL Dental Cream is save teeth from swelling

of gums, air between teeth.

We can use this toothpaste also with fingers, and

clean our teeth with water after 1 minute.

Proper use of PEARL Dental Cream will keep you away

from the doctor’s also.

It is dental cream recommended by Doctors, but a

person can also use it as regular toothpaste.

CONSUMER MOTIVATION AND INVOLVEMENT

The basic motive to buy this product is to save his or her teeth from

bleeding and tooth decay, while at the same time it will also keep your
gums healthy.

CLASSIFICATION IN NEED HIERARCHY

It is come in SAFETY NEEDS in need hierarchy, because we

have to take care of our family and ourselves. This particular product

is related to the safety of our one of the most sensitive areas of our

body.

TYPES OF BUYING BEHAVIOR

Consumer decision-making varies with the type of buying decision.

There are great differences between buying toothpaste, a tennis

racket, a personal computer, and a new car. Complex and

expensive purchases are likely to involve more buyer deliberation and

more participants. As seal distinguished four types of consumer buying

behavior based on the degree of involvement and degree of differences

among brands. The four types named described in the following

paragraph.

FOUR TYPES OF BUYING BEHAVIOR

HIGH INVOLVEMENT LOW INVOLVEMENT

Significant Differences Complex buying behavior Variety seeking

Between Brands buying behavior

Few Differences Dissonance-reducing Habitual buying

Between Brands buying behavior behavior

 CRITERIA FOR EFFECTIVE

SEGMENTATION
In order for segmentation to be viable, the market must be:

IDENTIFIABLE & MEASURABLE

. ACCESSIBLE

. SUBSTANTIAL

. RESPONSIVE

BASES FOR SEGMENTING OF

CONSUMER MARKET
1:GEOGRAPHIC

2: DEMOGRAPHIC

3: PSYCHOGRAPHIC

4: BEHAVIORAL

Now we discuss our product PEARL Dental Cream on which bases this

product is segmented.

STEPS IN MARKET
SEGMENTATION,TARGETING & POSITIONING

6. Developing marketing mix

For each target market

Market positioning

5. Develop positioning for

Each target segment

4. Select the target

Segment(s) Market Targeting

3.Develop measures of segment

Attractiveness

2. Develop profiles of

Resulting segments Market Segmentation

1. Identify bases for segmenting

The market

SEGMENTATION OF PEARL Dental Cream

Segmentation of PEARL is on the bases of BEHAVIORAL. In

Behavioral segmentation, there is BENEFIT SOUGHT segmentation.

Pearl comes under this head. A powerful form of segmentation is to

Group buyers according to different benefits that they seek from the

product.

So people seek that this toothpaste is very useful for them, because it

saves

Them from decay, feeling hot and cold.

TARGET MARKET OF PEARL

The process of evaluating each market segment’s attractiveness and

selecting one or more segments to enter.

Now what is the target market of PEARL?

Target market of PEARL is not only the people having bleeding gums,

but also people having sensitive teeth and weak gums.

Having meal with cold drinks, our teeth feel hot and cold at the

same time, and create problem for us. That is why PEARL people says

that use it 2 times in a day.

These people also offering 2 packs in their DENTAL CREAM at a

price:

Family pack for Rs-37.

Small pack for Rs-23.

So PEARL people also targeting the people of lower class, lower middle

class, middle class and upper middle class by offering above 2 packs.

POSITIONING STRATEGY OF PEARL

Positions as Customer think of the Product:

Positioning of PEARL is very different from others; we place our

product on the EYE LEVEL of the customers, because eye level is the

buy level. We also keep in mind the purchasing power of our people, so

that we give such prices, which are acceptable to customers. We also

offer this toothpaste not only for gum or teeth patient, but for regular

customers.

POSITIONING STRATEGIES OF COMPETITORS

Position on Benefit, Features, Usage, competitor

Competitors of PEARL (Colgate, Natural, Sparkle) are not so

much active that is why they are now lagging behind. They also offer

toothbrush in the pack but their quality is not good. They are also

offering different items, but customers are not satisfied with their

product.
 ADVERTISING

Any paid form of non-personal presentation and promotion of

ideas, goods or services by an identified sponsor.

ROLE OF ADVERTISING IN THE POSITIONING

Advertising play an important role in positioning of the product, it is

like blood in the body. Think for a minute if there is no advertise for any

product, then how people come to know about the product. So none can

deny from the importance of the advertising in the positioning of the

product.
 COMMUNICATION

The traditional diagram of communication with the people are

as follow.

Sender Encoding Message Decoding Receiver

Media

Noise

Feedback Response
 THE MARKETING COMMUNICATION SYSTEM

This modern diagram will show the way of communication of the

company to its customers.

COMPANY JOURNAL MIDDLEMAN JOURNAL CONSUMERS WORD OF MOUTH

PUBLICS

Advertising Advertising

Personal selling Personal selling

Sales promotion Sales promotion

Public relation

Public relation

It means in terms of marketing is “to contact with the target

customers.” A company’s total marketing communications programs

called its promotion mix.

VARIOUS METHODS OF IMAGE BUILDING

Image is the way public perceives the company. People perceives

PEARL as the product which pull out one from pain and blood in the

gums. Its female personality, that first going to putout her tooth, but

afterwards feel relax, became its identity.

First of all PEARL make its image building by provide quality

product to its customers, and people who use PEARL think that they

paying money for a product which has more worth than their payment.

PEARL people told its customers that it is not only for patients

but also for the whole family. These people told their customers that you

can use this paste not only for brush but also for the help of your finger.

PERSONAL SELLING
It means that “ Companies that market their product directly through

their own sales force.”

Personal selling by PEARL is not done.

PUBLIC RELATIONS
Building good relations with the company’s various publics by obtaining

favorable publicity, building up a good corporate image, and handling

or

Heading off unfavorable rumors, stories, and events.

TOOLS OF PUBLIC RELATIONS

1: Product Publicity

2: Press Relations

3: Corporate Communication

4: Lobbying

5: Counseling
Pearl’s public relations are very good. People think that they are true

because what they are saying is prove by their quality.

SALES PROMOTION

A short-term incentive offers to encourage purchases or sales of a

product or service.

PEARL people offer a standard toothbrush with their dental cream,

which is very good for attracting new customers.

 ADVERTISING MEDIA AND MESSAGES

PEARL people have chosen very good media for advertisement,

because they know that this will directly affect their sales. At the

moment they are using T.V, Magazines, Newspapers. They are very

successful in their strategy of attracting their target market.

Message of PEARL is very important:

Prevent Bleeding from Gums

ROLE OF ADVERTISING

IN DEVELOPING ATTITUDE &

PROMOTING LEARNING ABOUT PRODUCT

First what is an attitude? There are various definitions of attitude but

we will take up most precise definition of the time.

A person’s overall attitude toward an object is seen to be a function of:

1) The strength of each number of beliefs the person hold about

various aspects of the object and,

2) The evaluation he gives to each belief as it relates to the object.

Now we come to our product that is PEARL. Marketers develop the

attitude of its customers through its ads very successfully.

PEARL people says that

“ It prevents bleeding from gums.”

“ Fluoride with modern TGP for sensitive teeth and weak gums.”

“Keep it for a while and then see results.

This is how they educate their target customers.

TYPES AND SOURCES OF INFORMATION

A great variety of information of potential interest to customer’s exits in

the external environment. Three general categories are:

1: Information about the existence and availability of various product

and service offerings.

2) Information useful in forming evaluating criteria (the standards that

are employed to evaluate alternatives.

3)Information on the properties and characteristics of alternatives.

In addition to direct experience of using products themselves consumer

gain information form three major areas:

1) Market dominated sources (salespeople, packaging and other

sources under control of marketer).

2) Consumer sources (interpersonal communications not under

control of marketer).

3) Natural sources ( a portion of mass media, government

report and publications from independent product

testing agencies).

EVALUATING ALTERNATIVES

The marketer is interested in knowing how consumer process the

information gathered during the search process on their evoked set of

brands. There are two brand approaches:

BRAND PROCESSING
 OR

ATTRIBUTE PROCESSING
In brand processing buyer assesses one brand at a time. Thus the

consumer decides to look at the particular brand, examiner several

attributes of that brand, then assess several attributes of second and

third brand.

In attribute processing, the consumers examine the specific attribute

and then compare several other brands on that attribute. Then a second

attribute May be selected for comparison, and so on. These two

information -processing strategies are referred to as choice by

processing brands (CPB) and choice by processing attributes (CPA).

FACTORS INFLUENCING

PURCHASE DECISION

In the evaluation stage, the consumer forms preferences among the

brands in the choice set. The consumer may also form a purchase

intention to buy the most proffered brand. However two factors can

intervene between the purchase intention and purchase decision. These

factors are:
1:Attitude of others.

2:Purchase intention is also influenced by

3:Unanticipated situational factors.

The consumer forma a purchase intention on the basis of such factors as

expected family income, expected price, and expected product benefits.

When the consumer is about to act this facors may erupt to change the

purchase intention.

A consumer decision to modify, postpone, or avoid a purchase decision

is heavily influenced by

. Perceived risk.

Expensive purchasing involves some risk taking. Consumer cannot be

certain about the purchase outcome. This produces anxiety. The amount

of perceived risk is varies with the amount of money at stake, the

amount of attribute uncertainty, and the amount of consumer self

confidence. A consumer develops certain routines for reducing risks,

such as decision avoidance, information gathering from friends, and

preference e for national

Brand names and warranties. The marketer must understand the

factors that provoke a feeling of risk in consumers and provide

information and support that will reduce the risk.

In executing a purchase intention, the person may make up to five-

purchase subdecision:

1: Brand decision

2: Vender decision

3 Quantity decision

4: Timing decision

5: Payment method decision

SELECTION OF STORE
1:Demographic characteristics

2:Lifestyles characteristics

3:Other Buying Characteristics

In selecting the store to shop just as in selecting the product and brand

within the stores, the consumer makes certain information sources. One

research study said that previous shopping was more important than

advertising.
 BRAND LOYALTY
Brand loyalty means that a consumer is stuck to your brand, and it is

very useful for the company, because it means that more revenue and

thus it leads to greater profit.

It is very important for the marketer, because it is very large segment of

market and they can’t ignore it. Several studies have examined that the

demographic, socioeconomic and psychographic characteristics of store

loyal shoppers and found that there are patterns of personal

characteristics. The general store-loyal tend to be older and have a

lower educational attainment and a lower family income than the store

switcher.

IMPULSE PURCHASING

Impulse purchasing means that buying of the product with no previous

intention. You went to store for buy some other things but when you

sees that item then you recall the ad and buy that item.

Toothpaste comes in the category of the impulse product, and

consumers often buy toothpaste when they enter in the store.

 POST PURCHASE BEHAVIOR

After purchasing the product the consumer will experience some level of

satisfaction or dissatisfaction. The consumer will also engage in post

purchase actions and product uses of interest of marketer. The

marketer’s job doesn’t end when the product is purchased but continues

in the post purchase period.

POSTPURCHASE SATISFACTION

After purchasing the product the customer may detect a flaw. Some

customers will remain indifferent and some return it to company. So if

there is a little error in the product then company quickly recall all

those products and fix the error.

The buyers satisfaction is a function of the closeness between the buyer’s

product expectation and the product’s perceived performance. If the

expectation is short then its expectation, customer is disappointed, if it

meets his or her requirement then customer is satisfied.

Consumer forms their expectation on the basis of received message from

sellers, friends and other information sources. If the seller exaggerates

the benefits consumer will experience disconfirmed expectations, which

leads to dissatisfaction.

POSTPURCHASE ACTION

The consumer’s satisfaction and dissatisfaction with the product is

influence subsequent behavior. If the consumer is satisfied he or she will

exhibit a higher probability of purchasing the product again.

CONSUMER COMPLAINT PATTERN AND ITS

REMOVAL
The public now fined it earlier to complain, question or complaint.

Complaint may come form not only dissatisfied customers, but also from

satisfied customer and also from non-users of the product.

Complains from customer to companies are one of the most important

marketing asset available. These complaints prove very useful to

companies because companies took action quickly to remove these

complaints and save their side from any inquiry or Govt. restriction.

These complaints are warning to companies and they solve problems

quickly before brand switching, bad publicity and product recall.

For this companies establish customer service centres, where they listen

all problems and grievances sent to them at provided phone numbers,

through mail, fax and Email, or in complaint boxes.

Some customer centered companies such as P&G, GE and whirlpool set

up customer hotline numbers for complaints & suggestions. In case of

hotels, they give a card or form to fill by customer and thus they receive

a feed back of their services and remove complaints as early as possible.

Proper complaint handling having following bottom line benefits:

maintenance of market share, low cost market research data base, lower

warranty and services fonts, improved employee productivity.

 CONSUMER RESEARCH BY COMPANIES

CLASSIFICATION OF RESEARCH

1. Basic: Objective of research into extends the frontier

of knowledge.

2. Applied: Objective of research into mix some decision finding

of research use in decision called applied.

1. Exploratory: It discovers general nature of variable and

problem involved in situation.

2. Descriptive: It describes variables or describe characterized

of some marketing phenomenon.

3. Casual: It is also called experimental research. In which

you try to find cause & effect relationship between 2

variables.
 CONSUMER RESEARCH STRATEGIES
Following are the consumer research strategies, which are adopted by

different organization and companies.

EXPLORATORY RESEARCH:

Exploratory research is used to identify variables influencing consumers

and discover how consumers may tend to react to these factors. This

research occurs in situations when there is not enough known about

consumer to draw conclusions about what variables are influencing

their behavior.

CONSUMER SUGGESTIONS

FOCUS GROUPS

CONCLUSIVE RESEARCH:

Conclusive research builds upon exploratory research. Specifically the

major goals of conclusive research are to describe consumer’s behavior

and to offer explanations for its causes. In addition the prediction of

consumers behavior and methods of influencing it can be suggested by

conclusive research.
 USE OF CONSUMER BEHAVIOR IN

MARKETING STRATEGY:
Companies use the knowledge of consumer behavior in their marketing

strategy.E.g; we see that in ads marketer shows such backgrounds and

circumstances, which are similar to their target customer.

Japanese analyze their customers when he enters in the store or

showroom or shop before their buying. They art him what they want to

buy, what will be characteristics of their wanted item. And thus they

come to know the requirements of their customers and when next time

customer come to their place he or she sees exact those features or his or

her requirements.

SUMMARY & CONCLUSION

I select a low end product for study. This is toothpaste and it will be

very much popular in the dental patients as well as in people. This is a

good product and fulfils its sayings which are printed on its packing.

Then I discuss its competitors, classify it in need hierarchy and explain

its core benefits and features. Consumer motivation and involvement in

the product buying products segmentation.

Its advertising, promotion and communication strategies. Then I explain

consumer behavior in action. I would like to conclude this project that

consumer behavior studies and their implications can create very

healthy affects on any organization. It can change all its product’s

lifecycle and can also show affects in the financial statements.