The Factors Influencing The Consumers Buying Shampoo Marketing Essay

This research is ready for the purpose of gaining a better understanding on the factors influencing the consumers' buying behaviour. The shampoo market is chosen as the field of research on the consumers' buying behaviour because everyone needs shampoo to clean their scalp so anyone may be the respondents of my survey. The age of the respondents in this survey ranges from 18 years and above.

From the employment status and the monthly income, the info about the lifestyle of the consumers can be gained. When the individual is working regular and earns a high monthly income, she or he will definitely purchase a more high quality shampoo like people sold in the saloons. It is because he or she will definitely change his or her image by changing the hairstyle by perm, straighten or dye. When they go for chemical treatment on their hair, destruction such as divide ends and dried hair will be resulted, so they are prepared to spend more on top quality shampoo to safeguard their mane from such damage instead of buying a normal range shampoo and cry on the damage hair by the end of the day. From that, we can conclude that lifestyle will effect the consumers' buying behavior.

Asking the reason of choosing this brand enables the researcher to recognize whether it was the public factor, internal factor or campaign that affects the purchasing of the shampoo. In case the respondent chooses friends' recommendation, then your factor affects the buying behaviour is the interpersonal factor. Some consumers trust their friends' recommendation when they promote the same style and preferences. When they see the ramifications of the shampoo on their friends' hair they can be willing to buy that one brand as it is proven good by his / her peers. Alternatively, if the respondent selects mild to hair and chemical free, then the consumer is influenced by the mental factor which is the consumer values that the shampoo is light to the head as it is chemical free. This usually occurred in the consumers' head as they perception is soft to the scalp after they experienced tried the sample distributed by the promoters in the supermarket or throughout a free hair clean during the road show.

The type of shampoo employed by the respondents enables the researcher to study whether the product itself and the brand affects the buying behavior. Whenever a respondent trusted the existing brand of hair shampoo he or she is using, then when he or she is looking for a colour lock shampoo, she or he will definitely choose back the colour lock shampoo produced by the brand they used to buy. Sometimes, the product itself also affects the buying behaviour when the packaging of the product is nice and the superior features of the product is like the hair shampoo is anti-dandruff, with ginseng draw out that will reduce hair fall and so forth.

The monthly expenditures spent on the shampoo will help the researcher to summarize that the regular income does affect the buying vitality of the consumer. A lifestyle with a high every month income will influence the consumer to spend more on shampoo such as high range hair shampoo as they tend to be more wary of their wild hair when they perm or dye their mane. Besides that, the price tag on the hair shampoo also affects the buying behaviour of the buyer. Some individuals are not particular about the brands of the hair shampoo nevertheless they choose the shampoo according to the price. Normally, these types of consumers will buy a simple shampoo which the price is cheap and when there's a promotion about other higher range hair shampoo, they will tend to buy it.

The type advertising made on the shampoo is to ensure that the individuals are aware of the existence of the particular make of shampoo. By requesting this question to the respondents, the researcher can conclude that advertising also effect the buying behavior in the shampoo market. Moreover, the researcher can also conclude the types of advertising that are effective in the shampoo market.

From the study, I had realised that the consumers' buying behavior is not only inspired by the communal factors, the non-public factors and the mental health factors but also marketing mix including the price, product and campaign also influences the buying behavior. The communal factors referred to reference communities and family whereas, the non-public factors described age, job and lifestyle. Lastly, psychological factors described motivation, notion and values and behaviour.

For interpersonal factors, the purchasing decision is manufactured by the relative, friends' recommendation. Some consumers just follow their family's decision in purchasing a shampoo as they haven't any preferences on hair shampoo. For friends' advice, if the shampoo is proven good by their friends, some consumers will tend to buy it as they trust the results of the hair shampoo told by their friends. Personal factors include gender, get older, employment position and every month income of the respondent. For age, young decades will prefer a brand that produces colour lock hair shampoo so the coloring of the dye on their hair can last longer, whereas the more aged era only prefers a basic range of shampoo as they seldom dye their scalp.

Psychological factors of purchasing the hair shampoo include, brand devotion, gentle to hair as it is chemically free, good research and development (R&D) and influenced by brand ambassador. Among the mental health factors is the attitudes and beliefs of the consumers where they believe that the shampoo must be good when the brand ambassador is their most liked celebrity. This kind of buying behavior usually occurs among the teenagers or the youngsters because they wished to follow the footsteps of their favourite super star and what kind of product utilized by the ambassador must be shown to be very good as they have got a perception that their idol is often perfect. Besides that, some consumers believe that the shampoo is very soft to the scalp as the shampoo states that it is chemically free, where this is recognized as attitude. Lastly, the consumers are also motivated to acquire that particular shampoo when the business has done a good R&D. It is because it is very convincing when there's a proven research done by the company.

The price of the shampoo affects the buying behaviour as some consumers are not particular about the brands of the hair shampoo. They just only want a hair shampoo which is cheap and good to wash their mane. For product, when the hair shampoo features is advanced such as anti-dandruff, hair loss control or coloring lock and the packaging of the shampoo is nice, some of the consumers will be affected to purchase this make of the shampoo. Advertising was created to remind the consumers about the lifestyle of this shampoo in the market. Indirectly, it also influences the buying behavior of the consumer when there's a brand ambassador promoting the hair shampoo during the road show or with an advertisement. Besides that, if there is an offer designed for the shampoo such as buy one free one or free vouchers for each two containers purchase will have a tendency to increase the purchasing ability of the consumers.

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