Consumer Behavior in choosing between different products

Consumer Behavior

“The psychology of how consumers think, feels, reason, and select between different alternatives is consumer behavior.”

The way how the consumer is influenced by his or her environment e.g., culture, family, signs, media and the behavior of consumers while shopping or making other marketing decisions. It blends elements from psychology, sociology, social anthropology, marketing and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups such as how emotions affect buying behavior.

The study of consumer behavior helps firms and organizations improve their marketing strategies by understanding issues such as how

? Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome.

? How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer.

? How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal e.g., motor oil is sent into sewage systems to save the recycling fee, or garbage piling up at landfills. The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.

Proctor and Gamble

Procter & Gamble Pakistan came into existence in 1991. In accordance with the aim of providing consumers with premium quality products, the company’s manufacturing plants strive to achieve high-quality manufacturing standards. P&G is also committed to providing responsible care to all its employees, community and the environment.

P&G strongly believes in safeguarding the health and safety of its employees and workers. Four values provide the foundation for our safety program:

·       Nothing we do is worth getting hurt for

·       Health, safety and the environment can be managed

·       Every defect could and should have been prevented (e.g., injury, equipment, time)

·       Health, safety and the environment are everyone's responsibility

These values drive our Health, Safety & Environment (HS&E) key element including leadership, commitment, behavior observation and feedback, all of which control performance management. By routinely assessing the efficacy of these key elements, we effectively achieve HS&E results and ultimately minimize incidents. Superior products, health of employees, safety in the workplace and caring for the environment we work and live in are imperative to the long-term success of P&G. In accordance with these safety and quality assurance benchmarks, P&G plants across the globe operate on established global standards.

Purpose

“We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.”

P&G has launched many brands of different types of products related to healthcare and hygiene. Safeguard is one of them.

Safeguard Soap

Safeguard is a leading antibacterial soap that provides superior longer lasting germ protection for the entire family. Launched in Pakistan in 1995 by Procter & Gamble (P&G), Safeguard has set new standards for defining "health & hygiene" in Pakistan. Being the Doctor’s No. 1 Choice, it is recommended by health experts across Pakistan. Safeguard's vision is to build a healthier Pakistan. It is the largest selling antibacterial soap in the world. Safeguard is endorsed by more health and hygiene agencies globally than any other soap.

Safeguard improves hygiene leading to better health (proven with clinical studies). Safeguard is a safe and effective personal hygiene product. Safeguard has sponsored several public health programs which have educated millions of Pakistanis on the importance of good hygiene for better health. Safeguard is differentiated on the basis of health and nature.it is perceived as an international, trustworthy and modern brand in different quarters.

Vision of Safeguard

To empower and enable masses to adapt healthy. Hygienic practices and work towards a healthier Pakistan.

Mission of Safeguard

"Cleaner, Healthier Pakistan!"

Consumer behavior concepts used in the Ad of Safeguard

In this project we are applying the consumer behavior concepts on ad of Safe guard antibacterial soap. The theme of Safeguard ad that has launched recently is a bit different from the previous ads of safeguard. There is a conversation between a kid and his friend. The little boy came to his home with his friend and then came to his little sister but before touching the baby he stopped his friend and asked him to wash his hands as hands carry germs. The other kid said that his hands are already cleaned then the little boy said very innocently “Meri ami kehti hain” and tells about safeguard.

? Trust:

The trust factor plays a very vital role in Safeguard’s case because from more than twenty years they are in the market and serving the consumers with wide range of product which basically deals in to the product which takes care of personal health and hygiene. Safeguard has built this trust over a long period of time on the minds of consumers.

? Emotions:

This ad has an emotional appeal in terms of the mother and her two kids, a five years old son and a few months old daughter. In the ad it is shown that the little kid is worried about his younger sister and that is why he stopped hi friend from touching her sister before washing hands. This shows the love and affection of the young brother towards his little sister.

? Motivation:

The ad motivates the young children to practice hand washing every time they hold a small baby at their own home or at any one’s else home and the ad also motivates the children to keep themselves clean by using safeguard because it helps them to get rid of the germs that are spread through hands and become reason for diseases.

? Values:

The ad also reflects the high values of our culture that everyone practices and especially the motherhood is shown in the ad.

? Family:

The ad shows a strong family bond which starts with mother in family. It passes a message that in a family mother has to play a key role while taking care of the whole family and she chooses those products which are beneficial for everyone’s health and safety at home and Safeguard is one of these products.

? Brand image:

The ad creates a strong brand image to the consumers as it is more appealing to women who have small kids and they are always worried about their health. So the ad casts an image of the brand as socially responsible member of the society that ensures the safety of people from various diseases.

? Family Influence:

In this ad of Safeguard soap, it is shown that our culture and people are more influenced by our family. In the ad the child has learned a good habit of hand washing from his mother, so it would be a long lasting influence upon him from his home and family.

? Word of Mouth:

Word of mouth strategy is also shown from the ad. As the small child is explaining the importance of hand washing to his friend and so will his friend would describe this further may be to his siblings at home or other friends.

? Psychological Effects:

This ad affects the consumer’s psychological needs too by satisfying these needs. A mother always wants care and protection for her child and safeguard is fulfilling this need effectively by protecting them from germs and diseases.

? Culture:

The cultural aspect is also shown in the ad. As it is a prevailing culture in our society to agree with elders and perceive that what they are saying is always right. As the mother had told his son that it is essential to wash hands before touching his little sister because it saves the younger one from diseases that spread from hands. So now the child is keen to this that it is very important to wash hands as his mother had said.

? Learning:

Through these ad consumers especially children are learning the concept of cleanliness.

? Psychographics:

The psychographic segment to which the ad is designed to appeal shows that the Safeguard soap always followed smart advertising and covered the gap in the soap market through its advertisements. The product has mainly concentrated on middle class and above. The ad actually do not set any age bar for the product but the way the ad is presented it has feeling among the people as it is a product for children who need more care and protection from diseases.

? Halo effect:

The concept of halo effect is also prominent in this ad. Small kids have a very strong perception about whatever they see or listen and then they always associate things according to their perception and create a halo effect a sort of image that may be positive or negative. In this case the ad has also created a halo effect and small kids have an image in their minds that Safeguard would save them from germs.

? Rate of Adoption:

By viewing this ad the rate of adoption of Safeguard soap would also increase in consumers especially in those houses where there are little babies and they are using any other antibacterial soap would definitely use Safeguard soap.

Conclusion

The ad shows a very emotional and family side of our culture and this is the main strategy of the marketer to position the product in the right target market. The products of Safeguard have always been supported with careful advertising. The brand is promoted with the positioning as a balance between protection need and skin care. The advertisement of Safeguard highlights the virtue of the soap using by whole family by keeping the mother and the child as the central theme. Trust and emotions are more highlighted in the ad. The trust of the child on what his mother said and the trust of the mother on Safeguard soap. The ad is affecting not only kids but also their family especially mothers. This ad also creates a halo effect on children. Safeguard ads are always creating an environment in which there is family and emotional influence and it always appeal consumers.

References

·        https://myipedia.blogspot.com/2014/05/safeguard-tvc-2014-areej-fatima.html

·        https://www.scribd.com/doc/23069770/Safe-Guard

·        https://www.slideshare.net/HudzCustodio/safeguard-marketing-plan