Assignment Questions

1. What are the category beliefs among the non-users of shampoo?

The case mentions that there is high penetration of shampoo in the Indian market, but the
per capita consumption is low. Income is a parameter which is used to determine
purchasing power. Variables like lifestyle, income etc are used to determine non-users
Lifestyle- The family orientation is one of the major factors influencing purchase decisions
towards products. In Exhibit 9, 37% of the consumers chose a particular brand of shampoo
recommended by a friend or neighbour. Women make the major purchase decisions in the
household. The exhibit also shows that these women wash their hair mostly once or twice a
week. Also, only 24% of them use shampoo to wash their hair. This is because they believe
that shampoo might have chemicals or shampoo is used only to wash oil from hair.

Income levels- The mean value of 2.5 in Exhibit 9 shows that consumers believe that
shampoo is not very expensive but are still conscious of their spending habits. The 99%
sachet use shows the consumers are conscious of affordability. The 7.5 ml sachet costs 1-3
rupee while the 25-400 ml bottles (which account for 1%) prove to be more costly

2. What are the cognitive beliefs of the 3 brands of shampoo? (What are those advertising
elements that match with the cognitive beliefs?)

Cognitive beliefs are the knowledge that a consumer has about a product, its attributes and
the benefits that are associated and derived from it.
The cognitive beliefs are classified as positive and negative.
The +ve beliefs are that usage of shampoo gives a better feel and fragrance to the hair after
using
The –ve belief is that shampoo would cause hair fall as it has chemicals and other harmful
substances in it.
Clinic Plus- Targeted at the low-income users in semi urban/rural areas. The positioning is as
a family value oriented shampoo. The positioning was accepted and effective as Exhibit 10
shows the mean score of 3.6 that it is a brand consumers will use for their family. The ad
showing mother and daughter focusing on hair fall match these cognitive beliefs
+ve - Economical shampoo, which prevents dandruff and makes hair healthy and strong and
is associated with family value.
-ve – Has chemicals in it and is for people with long hair.
Neutral- Not different from any other shampoo
Head and shoulders- This brand is an anti-dandruff shampoo which is recommended by
dermatologist and endorsed by celebs. It is perceived as the brand that provides the best
anti-dandruff treatment. The advertising elements that match with these cognitive beliefs
are providing assurance through science by using a high percentage of 95% to support the
claim of reduced hair fall and authenticity due to 9/10 dermatologists recommending the
brand.

+ve- Best anti dandruff shampoo

-ve- Contains chemicals and is for youngsters
Neutral- Not different from any other shampoo

Chik- Chik has a rating of 3.8 for both, keeping customers’ hair healthy and strong and
keeping their hair untangled and smooth. The advertising elements that match with these
cognitive beliefs are the ads portraying soft hair, nourished, free of tangles and beautiful all
the time.

+ve- The soft and nourished hair makes the women more confident
-ve- The shampoo contains chemicals, and is not preferred for family
Neutral- Not different from any other shampoo

3. What are the affective aspects reflected by the advertisements of the 3 brands of
shampoo? (What are those advertising elements that match with the affective beliefs?)
The affective aspect is the emotions and feelings that are conjured up by consumers towards
a particular brand.
Clinic Plus- The ads revolve around happiness, freedom to explore and confidence. The
mother and child relationship is portrayed and care and nurture of entire family is shown
here.

Head & Shoulders- The ads portray attractiveness coupled with authentic claims certifying
product quality. The used by experts resonates well with the consumers as there is a 3.8
mean response to the statement that the brand was recommended by experts.

Chik- The ads portray confidence and comfort. The hair remains untangled and smooth
resonates well with consumers as the mean rating is 3.8 there.
4. Are there differences between the cognitive and affective beliefs reflected by the
respondents based on their exposure to the ads to the three brands? Why are these
differences being observed?

The differences could be seen among the three brands when respondents were asked if the
shampoo is recommended by hair experts with Head and Shoulders receiving higher scores
than others. Chik received higher scores than the others in the category of keeping hair
untangled and smooth, while Clinic Plus received higher scores than others in the category
of the brand being a brand for the family, making customers look beautiful and feeling
confident. The positioning of the brands have been in that particular manner and that is why
the differences can be observed. Also, it is apparent that the positioning strategy of the
three brands were effective, as each brand scored the highest based on the benefits they
advertised.

5. How strong are the conative beliefs of respondents after they are motivated by the
cognitive and the affective aspects of the three brands?
Conative is the last step in the decision process, whether to buy or not.
In Exhibits 10, 11 and 12, the mean scores to the question asked about chances that you will
buy
Clinic Plus- 3.9
Head & Shoulders- 2.7
Chik- 3.0
The conative belief is highest for Clinic Plus, the purchase intention would be highest for Clinic
Plus after cognitive and affective aspect.

6. What is the implication of some brands being rated high on conative aspects after
consumers are convinced about the respective cognitive and affective aspects of the
brand(s)?

When a brand is rated high on conative aspect, the probability to purchase increases w.r.t
other brands. Conative leads to action.
7. How does each brand score on the cognitive, affective and conative aspects (each brand
can be marked as low, medium or high on each of those components)?

Cognitive
It has a lot of chemicals in it

It prevents my hair from getting dandruff

It is used by celebrities
It is a brand for those who are in the
outdoors

It prevents my hair from getting dandruff

It makes my hair smell fresh

It keeps my hair healthy and strong

It has a great fragrance

It is an expensive shampoo
It is a brand for the youngsters
It is a shampoo for special occasions

The cognitive components have been mentioned, rest come under the affective part. So,
calculating mean scores for cognitive and affective based on the above we have,
Brand Cognitive Affective Conative
Clinic Plus 3.15 (High) 3.67 (High) 3.9 (High)
Head & Shoulder 3.01(Medium) 3.13 (Medium) 2.7(Low)
Chik Shampoo 2.92 (Low) 3.33 (Medium) 3 (Medium)

8. How does each brand score on attitude towards the brand?

The conative belief shown in the above table shows the attitude towards the brand. If we
average out the cognitive, affective and conative belief then;
Clinic Plus- 3.57
H&S- 2.94
Chik- 3.08
So, it is highest for Clinic plus, followed by chik and Head & Shoulders. So, in a way we can say
that consumers have the best attitude towards Clinic Plus and least towards H&S
9. How can the “theory of reasoned action” model be applied to each brand? Are there gaps
that can be found with regards to each brand?

The Theory of Reasoned Action (TRA) is a model for the prediction of behavioural intention,
spanning predications of attitude and predictions of behaviour. The cognitive, conative and
the affective part is incorporated in the model.

Clinic Plus is targeted to low income users who are predominately of a lesser income levels.
The positioning is Family Value and Health Foundation which helps to solve the problem of
hair loss while providing shine and strength. Indian consumers have a high degree of family
orientation and brands that identify and supports family values tends to be popular and
accepted easily in the Indian market.

Head & Shoulders is an anti-dandruff shampoo, and is priced in the premium tier.

Chik Shampoo is targeted and priced to low income consumers (sub-urban and rural). It is
economical and promises soft, beautiful and nourished hair for the confident Indian woman.

The conative scores mentioned in the exhibit tell us that for Clinic Plus, consumers would
definitely buy this product. For Head & Shoulders, they would not buy the product, based on
the conative mean scores and for Chik it is not certain. They might or might not purchase
Chik.

TRA is based on criteria’s, but in real life, people do not function or take decisions according
to the predicted criteria’s.

10. How is the “elaboration likelihood” model being used by the brands?
Clinic Plus and Chic are focussed more on the Central route as the product features and
associations are being shown the in the ads. On the other hand, Head and Shoulders uses the
peripheral route by showing celebs in their ads and tell about how celebs use the product and
show the attractiveness factor. There is more of appeal rather than rational persuasion.
11. Based on the analysis and the application of concepts, how can a new brand be launched?

The product should be positioned as an herbal based product that has association and
provides benefits like Shikakai. It is also an anti-dandruff agent. Then Shikakai and anti-
dandruff combined would be a perfect positioning. This has to be communicated
clearly that this would be an all in one shampoo serving multiple benefits. Having the
SHikakai component in the shampoo would increase validity and make it feel
authentic. The packaging should be available in both sachet and bottle. For the place,
it should be available in all the retailers in the village. Initially, they should start with
providing free samples and promoted in TV, radio during prime time when the ladies
watch serials/ movies. The sachets should be priced lower than the competitors or
with extra quantity at the market price.