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Discussion Board
The nature of consumer behavior is usually based on the buying patterns which relate to preferences and desires. The brand of the detergent determines how fast it sells within the growing competition in the Soap and Detergent industry.
Initial Post
“Finish Dishwasher Tablets” differs from other brands in terms of packaging, cost, availability, and popularity based on its value to consumers. The detergent is packed in affordable quantities since most of the consumers base their purchases on price which on many occasions encourages constant sales. Most consumers are inclined to use “Finish Dishwasher Tablets” owing to its ability to remove stains, hence, applied as an abrasive substance. Also, the detergent’s ability to soften and break down organic compounds within water reinforces its stability in foaming, hence, it is customer friendly.
The purchase decision on the detergent is based on re-purchase since the majority of the population have tasted the quality of “Finish Dishwasher Tablets”. The product has created the required solution on consumers’ needs making its evaluation seem highest on the side of the consumers. The buying patterns on the detergent are also influenced by seasonal changes whereby consumers would prefer going for moisturizing quality of the soap detergent in summer and mild quality in winter. Such changes in quality would ensure that “Finish Dishwasher Tablets” generates substantial profits throughout the year (Patwardhan et al, 2010).
Social factors
Various social factors impact greatly on the sale of “Finish Dishwasher Tablets”. One major social factor is based on family and social roles since the main target of the product are house-hold. The purchasing power of consumers is largely determined through differentiation of consumer segments where they are easily categorized based on their possible needs in this case the consumer’s value cleanliness of their home equipment. Quality of the detergent matching consumer preferences determines to a larger extent the number of sales per customer (Shukla, 2004). “Finish dishwasher tablet” falls under home care products and is an effective and economical dishwashing product.
The image of the detergent brand help in attracting consumers based on public opinion. The success of “Finish Dishwasher Tablet” is based on its ability to command public attention more so the household population. Social factor influences the use of the detergent, whereby its strong public reputation is based on the willingness of buyers to purchase the detergent at any price whatsoever. Consumers’ decision on the kind of detergent to purchase is normally influenced by the Company’s brand image. However, products and services rendered to consumers should always relate to their psychological as well as functional needs.
Consumer propensity to observe also plays a major role in the sale of the detergent within other market environments since consumers rely majorly on information from others who have had prior experience with the product on sale (Underwood et al, 2001).
Peer post response
The reality is that there were many other laundry detergents available within the market before the introduction of Gain. Consumer buying behavior is more so determined by the level of satisfaction, and therefore I tend to believe that your statement on the fact that recognition of a problem precedes the understanding of consumer behavior gives insufficient information. Your order of consideration on the product’s marketability is welcoming; the idea of improving on the quality of Gain detergent about other laundry detergents within the market presents a good idea on marketing principles (Brown, 2008).
Then there is a consideration at a reasonable price that would serve satisfactorily the majority of the population. Besides personal buying behavior, you should consider family and reference groups as some of the potential factors affecting consumer behavior towards Gain Laundry detergent. This is since the majority of the consumers tend to be strongly influenced by the beliefs, values, and attitudes of those who have used the product (Brown, 2008).
Your priority should have been the quality of the car seat based on its ability to completely protect the child from danger. Based on this argument I tend to disagree with the fact where you advices that customers should consider the style of the car seat, brand, and pricing as the priority. Protection should come first since it is the main focus then taste, fashion, and mobility given last consideration. In this case, consumer’s value plays an important role in the purchase of such equipment since the decision to purchase is based on quality and safety which determines the quality of the brand (Shukla, 2004).
I agree with you on the issue that consumers’ purchase of laundry detergents is majorly based on brand and quality, prices also matter to consumers depending on the market segment. Indeed consumer review plays a big role in determining behavior as well as quality and brand name. Your argument that manufacturers should research consumer desires and need before embarking on their production is well thought of. Research would give the company the exact nature of laundry detergent quality desired by consumers. Such a move reduces the cost which could otherwise be incurred on trial and error in the processes of selling products. Besides the cultural aspect, social factor plays a role since the influence based on social class and culture plays an important role in brand loyalty (Brown, 2008).
Individual Project
Market segmentation refers to the situation where parts of the market are differentiated based on unique characteristics. Products must be channeled based on the needs and desires of consumers within a particular market segment (Andruss, 2010). The company’s success within various market segments is dependent on its broad assessment concerning the needs and preferences of the targeted consumers. Segmentation can present the company with a great opportunity of identifying specific consumer needs hence appropriate measures taken (Andruss, 2010).
The two segmentation bases preferred for “finish dishwasher tablets 25 pack” detergent are geographic and demographic segments. Geographic segmentation would be based on typical attributes of the targeted market. The regional segment would be assessed based on consumer tastes on the detergent within a particular region. This would also include prevailing climatic conditions and the effects it has on the product.
Targeting metropolitan areas would require the company to classify consumers based on their value beliefs as per their various backgrounds. Demographic segmentation would be based on social class; household as well as ethnic background (Keegan & Green, 2002). Such a method enables easy differentiation of consumers’ hence purchasing power of consumers and their needs directly established (Andruss, 2010).
The company would ensure that there is no loss of value before the product reaches the consumer. The household would be satisfied on the basis that the detergent can satisfy human hygiene and personal care. The product’s ability to soften water and stability to foaming properties satisfies the household (Andruss, 2010). The ability of lasting freshness long after use on items satisfies the social set-up.
Concerning climatic change, the mildness and moisturizing nature of the detergent would be regulated based on particular seasons of the year to suit consumer use. There is a general plan of improving the level of innovation to accommodate the desire of consumers on using products manufactured from naturally available resources (Keegan & Green, 2002).
One of the competitors within the market Reckitt Benckiser manufactures Harpic Power Plus. The product currently boasts of bleaching properties that don’t really remove tough lime-scale but only whitens allowing further breeding of germs. The product covers 77% of India’s market share on toilet cleaner brands and is being sold in almost 47 countries worldwide. The company manufactures other leading brands such as Dettol, Lizol, Disprin amongst others and present in over 180 countries globally being regarded as one of the best manufacturers of Household Cleaning Detergents (Marketing, 2010).
Unilever’s sustainable detergents i.e. Surf Excel are currently facing tremendous growth in Europe as well as their brand Small & Mighty (Marketing, 2010). It provides consumers with the advantage of washing the same amount of laundry using one-third of the detergent. They are packed in convenient amounts saving on labor and out-of-stock costs. Unilever, owing to its market experience currently focuses on producing more environmentally friendly products. Due to these, Unilever currently commands a close to 40% share of the detergent market in India. Globally Unilever commands approximately 20% of the detergent market share (Marketing, 2010).
Possible competitive advantages of “finish dishwasher tablets 25 pack” detergent lies in its image value, price as well as channels of distribution. The company focuses on personal selling and in-store promotions to counter competition from other established companies within the market (Marketing, 2010). The brand image of the detergent could be improved by making it available to consumers frequently on a promotional basis.
Price promotion would help much in improving the level of sales of the product. Positioning and value proposition of “finish dishwasher tablets 25 pack” detergent, lies in pricing the product at almost one-third to that of competitor brands giving consumers a chance of instantly trying the brand hence getting attracted to its environmentally friendly qualities. This helps the brand attract a value-for-money proposition offering quality wash due to high detergency value (Marketing, 2010).
Consumers sometimes are willing to buy detergents from organizations with poor brand names owing to low prices and at the same time willing to pay higher prices for good brand images (Marketing, 2010). Such an idea is utilized by “Finish Dishwasher Tablet” Company in ensuring that their soap detergent dominates certain niches within the market environment. With positioning statement summed up in the phrase “The world supports itself on finish dishwasher detergent”. The Company further diversifies by manufacturing other related soap products focused more so on improving human health (Marketing, 2010).
Conclusion
Marketing strategies should incorporate appropriate allocation of resources with the focus on profit maximization. Competition from other companies within the industry majorly leads to a reduction in pricing freedom hence market price controls the company’s pricing strategies. Despite all these, the product should be set at recommendable quality as well as affordable prices about the value proposition. The ability of the product to induce customers gives an instant positive response on the level of sales within the market. The brand image of the detergent should concentrate so much on providing special features to ensure growth on demand.
References
Andruss, P. (2010). Market Segmentation. Marketing News 6(44), 25.
Brown, Alex. (2008). Buyers Behaviour. Web.
Keegan, M., & Green, K. (2002). Global Marketing management. NY: Prentice hall.
Marketing. (2010). Cleaning Compounds. Haymarket Business Publication, 1, 8.
Patwardhan, M., Flora, P., & Gupta, Amit. (2010). Consumer Spending. IUP Journal of Marketing Management, 9, 55.
Shukla, P. (2004). Effects of Product Usage, Satisfaction, and Involvement on Brand Switching Behaviour. Asia Pacific Journal of Marketing and Logistics, 16(4), 82-104.
Underwood, R. L., Klein, N. M., & Burke R. (2001). Packaging Communication: Attention Effects of Product Imagery. Journal of Product and Brand Management, 10(7), 403-422.
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