Laundry detergent

Course Title-Consumer Behaviour

Semester – Summer-2023

Course ID – MKT481

Section – 3

Submitted To: Suman Saha

Submitted by:

Name ID
Abid Hasan 2020869

Alif Ahmed 2020986

Sizan Mahmud 2022332

Fahim Rahman 1810247

Nafis Shadman 2120507

1. Trio of needs (only 2 out of three)
Power

This ad is related to an individual's desire to control everyone.In this ad tide is claiming that they
provide the cleanest wash of all. They claim No soap, no other washing powder, nothing can get
clothes so clean as Tide in this ad.Tide has more power than any other product to separate dt
from fabric. More power to slide out the dirt. And more power to hold the dirt in the water so
that it can't get back on the clothes.In this ad we can see tide promotes that There’s no pride like
tide pride.
Affiliation

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In this ad we can see a family enjoying their time together. Affiliation is a well-known and
well-researched social motive that has far- reaching influence on consumer behavior strongly
influenced by the desire of friendship, family. In this ad we can see the new tide has double
power that removes stains in the soak itself and helps save your precious time which you can
spend with your family. That’s how the ad is related to affiliation.

2.Dogmatism (both high and low)

High dogmatism:

In this particular advertisement Nirma detergent company launched a new product which is
‘NIRMA Advance Detergent’. now they have endorsed with a very popular celebrity of
Bollywood, Hrithik Roshan in order to make sure the product get recognize properly as it is a
new product. Because the consumer may not try out this new product. And high dogmatic people
cannot be easily convinced, they believe only what they like. So, endorsement with this famous
celebrity and the impactful message which is ‘naya zaman ke ziddi daagon ke liye ‘meaning to
Eliminate the dirt of modern era this detergent powder is very effective, the high dogmatic
people will get convinced about the new product as there is a well-known celebrity involved. so,
this ad is for high dogmatic people.

Low dogmatism:

This particular advertisement is a low dogmatism ad, because it is an improved product from
Well-known company TIDE, but the advertisement doesn’t have any celebrity endorsement. The
ad contains a colorful graphics text and claims it is very powerful for cleaning the fabrics. Now
the people who are very close minded which is high dogmatism might not believe the fact that it
is very powerful but on the other hand the people who are very open minded and wants to try out
new products this ad is for them because the ad says a highlighted information that this product
is capable to clean the fabrics and the product packaging is new and open-minded people can be
easily convinced by this information. So that is how it’s a low dogmatism.

3.Need for cognition (both high and low)

High NC
This ad is providing us with more information to attract more customers towards the product.
High NC people often look for relevant information about the product despite the background or
colors they are using. As a result, this helps the person to make decisions better before buying.
Here, the ad promises us that the formula they are applying will provide bright, white, and deep
clean clothes and indicate themselves as the No.1 New Brand. Also promising that it will spread
a fresh smell to the cloth and remove all the stains possible.
Low NC

This ad is for low NC people because the person inside is a well-known chef called Sanjeev
Kapoor who is the main attraction to the low NC audience. Low NC people often look for the
background rather than the information the ad wants to provide. They get very interested in the
fact that a well-known celebrity like Sanjeev Kapoor is telling that Ariel Detergent is No.1 by
pointing out his finger which means the product is good and not caring about what’s the product.

4. Ethnocentrism
High Ethnocentrism

We can see that this ad is highly ethnocentric. For this ad, the detergent brand with the fastest
growth in Bangladesh is "BanglaWash". They are happy to provide you with premium laundry
goods that dependably produce excellent results. They want to offer household laundry solutions
that are reasonable, efficient, and eco-friendly across the country. In this ad, they are targeting
ethnocentrism consumers because, as they said in Bangla, "দেশের টাকা দেশেই থাকুক" this is
indicated to the highly ethnocentric customers also targeted. Consumers who are highly
ethnocentric are likely to feel that it is inappropriate or wrong to purchase foreign-made products
because of the resulting economic impact on the domestic economy, whereas non-ethnocentric
consumers tend to evaluate In this ad, there is also ethnocentrism because they use Mashrafe Bin
Mortaza, who is a Bangladesh national player. For this, we can say this ad is ethnocentric and
also targeted at ethnocentrism customers.
5.Personality and Geography
In this ad Tide claims they are Americans number 1 detergent powder also they said they are
now even better.it is known to us that american’s detergent powder are best and world famous.
Tide uses american’s raw materials and become american’s #1.Geographic personality can lead
to geographic equity for the brand, meaning that in the consumer's memory the knowledge of the
brand reflects a strong geographic association. Tide also got some awards for that.That’s why
this ad is related to personality and geography.

6.Stereotype (physical appearance):

This is an advertisement from RIN, a well-known company in India. The ad contains an

appealing and attractive model. The whole ad is very attractive and portrays the message that the
product will keep the fabrics of the owner like this particular model. And it is a clear example of
stereotype which means the models of an ad should be physically attractive and appealing. so
that is why this ad falls under the stereotype.
7. Cosmetic and substantive variation

Cosmetic variation

We can see in those ads that there is the same product with closely different captions. Also, we
can see those ads with different models, but the product is the same. Also, the captions are
closely different for the first ঘরে আনুন সফেদ "- সোনার নেকলেস সমেত! And in the second, we can
see the caption সফেদ আনুন সোনায় সাজুন! That's why those ads are relevant to cosmetic variation.
substantive variation

From the above ads, we can see that there are two features in the same product: Tide double
powder. One says that it will reduce the time. The other one is focusing on freshness which is
also another feature. That's how it's related to substantive variation.