Assignment (Final)

On
Course Title: Consumer Behavior
Course Code: MKT4151
Section: (1)

Submitted To:
Ms. Shayala Yeasmin
Lecturer
Southeast Business School

Submitted By:
Topon Mohonto
ID: 2012210000021
Answer to the Question No: 1(A)
1. https://www.youtube.com/watch?v=4VE_r82ZnuQ
Sunsilk Stunning Black Shine shampoo and conditioner - co-created by Jamal Hammadi-
combines the nourishing qualities of 5 natural oils which have beneficial effects on hair –
Argon, Jojoba, Camellia, Almond and Olive. The dual effect of oiling and washing softens
the hair texture and ensures that hair receives nourishment at periodic intervals. The light oils
permeate up to three layers deep and give hair a natural sheen that stays as the day
progresses. So you can show off your shine that stays on and on!
Benefit – Sunsilk Black Shine Shampoo gently cleanses hair leaving no residue and
greasiness.
Directions for use – Massage the shampoo into wet hair. Lather and rinse thoroughly. In
case of contact with eyes, rinse immediately.

Sunsilk Hair Fall Solution has been co-created by Dr. Francesca Fusco and is enriched with
Soya Vitamin Complex, which deeply nourishes and conditions your hair while thoroughly
reinforcing the tresses from root to tip. Our new formula also includes Root Lock Mineral
which, with frequent use, locks your roots and makes them strong. With this formula, every
inch of your hair is strengthened, promising up to 10x less hair fall.

2. https://www.youtube.com/watch?v=9DqTe_PaUvU

Nutrition is the primary motivation that drives the mother to be the doorkeeper of family
health, so that the child can fill every moment with their every possibility. Through this
particular film, we want to celebrate the deep meaning of development that stems from
courage and confidence. We truly believe that when children are at their full potential, they
will lead the world in times of change and trouble. "

Commenting on the creative insights she has in making the film, FCB's Swati Bhattacharya
said, "What does a grown-up child mean to a mother? Is it an annual health check-up or does
it happen all of a sudden, surprising him completely? This is a big version of the promise of
our tall, strong and sharp kids, now it has taken it to the next level where the child applies it
in life. "

Answer to the Question No: 1(B)

I have chosen Unsilver Bangladesh. Unilever is one of the world’s leading consumer goods
companies, making and selling around 400 brands in more than 190 countries. Unsilver has
several categories products. From that I would like to pursue on shampoo products, it has
various versions of shampoo products with the effective benefits which might be developed
based on consumer perceptions and try to meet the consumer requirements.
List of the product items include:

Brands Variants Benefits

Sunsilk Black Shine Sunsilk Black Shine Shampoo gently cleanses hair leaving no
residue and greasiness.

Sunsilk Hair Fall Prepare hair roots by cleansing away residues with the shampoo
Solution allowing roots to breathe. .

Sunsilk Perfect With Advanced Straight-Lock Technology Formula - Penetrates

Straight deep within the hair fiber, reducing frizz and straightening
strands, keeping them fully aligned as they dry.

Sunsilk Thick & Get long and lusciously thick looking hair with regular use.
Long

Sunsilk persuade consumers to buy the different versions of sunsilk shmpoo by using
different determinants of perceptions are given below:

Color- each type has different attractive color as it is very popular to women so the company
develop several colors and they use the colors which are almost prefer by female customers.

Size-Sunslik developed different size of these products, such as 375ml, 180ml, 90ml, and
3.5ml so the customer can get their desire product with a reasonable prices.

Loudness- Sunsilk Pop Up Salon - An Award Winning Ad Campaign, Success Story -

Sunsilk Perfect Straight Promotional Campaign etc. create awareness among the consumers.

Brightness-Sunsilk celebrity endorsement are quite influential and the consumer perceive it
in a positive way such as the would believe that it might happen to me as celebrities have.

Position-It’s a tricky but it would help a lot. And sunsilk pursue this very effectively to
capture consumer attention, as a result it might create a better position comparing to others
competitors.

Movement-Nowadays , it is seen that sunslik shampoo promote their products through

billboard advertising which state that people are moving on road they may watch the ad
during traffic jam and got influence to purchase the desired product.
Directionality- Happy Mother’s Day in Insta- Sunsilk wish all the mother in the world
Happy Mother’s Day through instagram. With the caption of “Show your mom how much
you love her this Mother’s Day! Pamper her with a hair spa or spoil her with a hair
makeover! “, Sunsilk is trying to tell their audience that Sunsilk products are the best gift they
could give to their beloved mother.

Isolation- “Let Your Hair Shine” is one the tagline sunsilk used and create a difference
from its competitors

Introductory questions- Lacking Shine? Dull, lifeless hair? We know how to fix it. By
addressing a question Sunslik try to say that they have the solution to fix the problem.

Use of attractive spokesperson- Sunsilk endorsed famous celebrity like alia bhatt as a
spokesperson for promoting various categories so that consumers purchase it to follow their
celebrity.

Answer to the Question No: 2(A)

India culture are very much religious and traditional. While Italian culture are quite different.
So before introducing a Pizza restaurant in India, they need to study some cultural aspects
which might help them to capture the market. These are as follows:

Religion: Most of the people in India are Hindu and the second most is Muslim. As Indian
religion beef is highly prohibited in their religion. They even will not touch a food which is
cooked in the same oven of beef. In the meantime Pork and Alcohol is haram in Islam so
cooking with wine or making burger from pork, Muslim will not eat the food. In India even
eating meat is prohibited in some sub-religion of Hindu. In that case company should remind
this factors and develop various types burger based on the requirements. For example they
can launch vegetable burger for Hindus and beef burger for Muslim.

Geographic Location: In India, the most populated areas where market could be large but
still might have opportunities to make loudness about their food. Because urban people
mostly prefer these sort of food..
Age: The target customers should be in middle age (15-35) because young generation are
very much familiar with these sort of food and always go to hangout and have some burger
and drinks. So the company should age factors efficiently.

Gender: Mostly Men eats outside regularly in India because most of the women are
housewife now a days so they cook food at home and eating outside is still an unhealthy
practice for them. In some cases men buy these foods for their family members and
sometimes they even visit restaurants with their family.

Occupation: Most of the student of college and university student are interested to have this
food. They often go with their friends.

Social Class: Lower class people in India they cannot afford a burger so they will not come.
Middle class people would love to come if the price is decent and if they get attractive offers.
And if the place has parking spots and nice environment the upper-class people will come
too.

Answer to the Question No: 2(B)

Nowadays the culture of Bangladesh has been fluctuated a lot. Most of the people changes
their hobbies and even the way of thinking because of globalization. The changes and the
impacts of life consumption are given below,

Technological Influence on Culture: There was a time when people love to visit different
recreational places but due to vast explosion of technology people pass their leisure time
online and other social media.

Hobbies: few years ago, the hobbies were like reading, gardening etc. But now some studies
show that most of the mid aged people’s hobby is travelling, watching movies, playing online
games, going restaurant and taking pictures with friends and upload on social media.

Media Impact: Earlier Television was the way of entertainment so Television got the
priority for purchasing in home but now-a-days people prefer buying a smartphone or a
computer for media. Now-a-days people first buy smartphones then they go for computers or
here some people prefer televisions. So, the priority changed and it is affecting the purchase.

Sport activities: Once people use to buy playing equipment like cricket bat, ball, football etc.
and play with that but recently most people prefer playing games in smartphone or computer
or consoles.
Changing Trends in Lifestyle: There was a time people love Bengali tradition and cultures
but nowadays people are moving to new lifestyle following western culture as celebrate these
as their own culture, as a results our tradition are losing its popularity.

Entertainment: Most of the people now prefer not going in cinema hall but staying home
and watching it online. So, the purchase shifted from cinema ticket to online subscription like
Netflix.

Tastes: Before introducing mix of ingredients for each dish, people used to cook with raw
ingredients but now people are purchasing mixed ingredients for cooking.

Fashions on Change: Only in few traditional and cultural program people prefer to wear
traditional clothes. But most of the time they would love to have western clothing culture in
their own.