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  • Himalaya Herbal Toothpaste Case Study - g2 - Sec F

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    Isha Dwivedi
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    This document presents findings from a case study on consumer involvement in the oral care category and brand attitudes in an emerging market. The key findings are: 1) 32% of consumers exhibited high category involvement, brushing twice daily and changing toothpaste based on dental recommendations, while 68% showed low or medium involvement. 2) For major brands, 64% of consumers had strong cognitive beliefs about freshness while 60% had strong affective beliefs, showing high involvement. However, 56% had low cognitive beliefs about overall oral care, demonstrating lower involvement. 3) Low involvement consumers purchase toothpaste routinely without considering benefits, and their brand attitudes are more influenced by advertisements than category involvement. 4) 46

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    Himalaya Herbal Toothpaste Case Study- g2- Sec f

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    This document presents findings from a case study on consumer involvement in the oral care category and brand attitudes in an emerging market. The key findings are: 1) 32% of consumers exhibited high category involvement, brushing twice daily and changing toothpaste based on dental recommendations, while 68% showed low or medium involvement. 2) For major brands, 64% of consumers had strong cognitive beliefs about freshness while 60% had strong affective beliefs, showing high involvement. However, 56% had low cognitive beliefs about overall oral care, demonstrating lower involvement. 3) Low involvement consumers purchase toothpaste routinely without considering benefits, and their brand attitudes are more influenced by advertisements than category involvement. 4) 46

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    © All Rights Reserved
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    1K tayangan6 halaman

    Himalaya Herbal Toothpaste Case Study - g2 - Sec F

    Diunggah oleh

    Isha Dwivedi
    This document presents findings from a case study on consumer involvement in the oral care category and brand attitudes in an emerging market. The key findings are: 1) 32% of consumers exhibited high category involvement, brushing twice daily and changing toothpaste based on dental recommendations, while 68% showed low or medium involvement. 2) For major brands, 64% of consumers had strong cognitive beliefs about freshness while 60% had strong affective beliefs, showing high involvement. However, 56% had low cognitive beliefs about overall oral care, demonstrating lower involvement. 3) Low involvement consumers purchase toothpaste routinely without considering benefits, and their brand attitudes are more influenced by advertisements than category involvement. 4) 46

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    dari 6

    HIMALAYA HERBAL

    TOOTHPASTE: CATEGORY
    AND BRAND INVOLVEMENT
    IN AN EMERGING MARKET
    CASE STUDY
    Section F - Group 2
    Apoorv Misra
    Arihant Jain
    Dharna Chauhan
    Isha Dwivedi
    Manoj Kumar
    Pratyush Banka
    Tuhin Anand

    Involvement level of consumers in


    Oral care category: Major findings
    As per the data given 32% of the consumers are highly
    involved consumers and they are particular about the
    toothpaste they are using
    44% of the consumers (11 out of 25) brush twice a day which
    shows a moderate involvement
    40% of the consumers (2 out of 5) who had oral health
    changed their toothpaste and remaining 60% did not which
    shows that those 60% consumers are low involved
    12% of the consumers (3 out of 25) visited the dentist once in
    every 6 months, these changed their toothpaste when
    recommended by the dentist, proving that the 3 consumers are
    highly involved

    High or Low cognitive and affective


    associations with regard to each of the brands

    As per the data given 32% of the consumers exhibit high involvement and 68% of the
    consumers exhibit low or medium involvement in the oral care category
    The high and low cognitive and affective associations with regard to each of the brands is as
    below
    Cognitive Beliefs by segment

    Affective Beliefs by segment

    Segment

    Low
    cognitive
    belief
    consumers

    Segment

    Strong
    Affective
    belief
    consumers

    Low
    Affective
    belief
    consumers

    Freshness 64%

    36%

    Freshness

    60%

    40%

    Herbal

    64%

    36%

    Herbal

    44%

    56%

    Overall
    Oral Care

    56%

    44%

    Overall Oral 36%


    Care

    64%

    Strong
    Cognitive
    belief
    consumers

    Niche
    92%
    8%
    Niche
    72%
    28%
    As shown in the table the Freshness segment 64% of the consumers have strong cognitive
    beliefs which shows their high involvement level. Similarly , it can be interpreted for the rest

    Brand attitude affected by low category


    involvement

    Low involvement consumers are the ones who buy the products as a mere routine
    and they are not concerned with the functional benefits of the brand
    As per the exhibit 6,the percentage of customers who have both strong cognitive
    and affective beliefs are greatly influenced by the brand advertisements
    Advertisements play major role in the development of attitude towards a brand
    because if the advertisement does not connect and communicate the message
    properly ,the consumers can develop a negative brand attitude
    The instances where brand attitude overwhelms category involvement for Oral
    Care is shown below and similarly it can be located for the other categories also
    Oral care (Brand)

    Oral care
    (Toothpaste)

    Fresh breath

    3.38

    3.29

    Great flavor and taste

    3.26

    3.35

    Germ fighting

    3.35

    3.23

    Fight cavities

    3.42

    3.48

    Oral health problem

    3.35

    3.26

    Healthy gums

    3.26

    3.38

    Consistency between the strength of cognitive


    beliefs and the strength of affective beliefs
    Consumer consistency:
    46% of the customers have consistency in strong cognitive and
    strong affective beliefs
    23% of the customers have consistency in weak cognitive and
    weak affective beliefs
    Inconsistencies:
    23% of the consumers are with strong cognitive and weak affective
    beliefs which means that seeking for more of functional benefit
    rather than emotional benefits
    7% of the consumers are with weak cognitive and strong affective
    beliefs which shows that they are mildly low involved people and
    are looking for more of emotional benefits rather than functional
    benefits

    THANK YOU

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