Super Shampoo Case

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Question 1: What are the category beliefs among the non-users of shampoo? 1
Category Beliefs 1
Question 2: What are the cognitive beliefs on the three brands of shampoos? (What are those advertising elements that, match with the cognitive beliefs?) 2
Question 3: What are the affective aspects reflected by advertisements of the three brands of shampoo? (What are those advertising elements that match with the affective aspects?) 5
Clinic Plus 5
Head and Shoulders 6
Chik Satin 6
Question 4: 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? 7
Limitations to the TRA Model 8
Question 5: Based
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None of the respondents had ever heard about, seen an advertisement or used the Rejoice, Nyle, Ayur, Vatika or Dove shampoo brands.
Of those who have used shampoo to wash their hair, almost all respondents (99%) used shampoo sachets as opposed to purchasing a bottle of shampoo a direct indication of the socio-economic climate of the rural India community and their overall views about shampoo and the available alternatives.
Category Beliefs
A likert scale was used to measure respondent’s category beliefs ranging from Strongly Agree to Strongly Disagree.
There is sufficient evidence to conclude that non-users of shampoo believe that using shampoo will make their hair healthy and strong. It is also believed that shampoo should only be used on occasion to wash oil from the hair as it cleans the hair better than soap. Appearance is also a key factor for the Indian consumer as it is believed that there is a boost in confidence whenever the hair has been washed with shampoo as opposed to using any of the alternative products.
Despite these beliefs, the Indian mass-market displays a general unwillingness to purchase large amounts of this product at any one time and have only purchased shampoo sachets. It was found that these purchase patterns are not directly related to the somewhat adverse socio-economic conditions of the Indian mass-market, as the price for shampoo does not influence its purchase or frequency of use; it is not believed that shampoo is

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