This research is prepared for the intent of deriving a better apprehension on the factors act uponing the consumers ‘ purchasing behavior. The shampoo market is chosen as the field of survey on the consumers ‘ purchasing behavior because everyone needs shampoo to rinse their hair so anyone could be the respondents of my study. The age of the respondents in this study ranges from 18 old ages and supra.
From the employment position and the monthly income, the informations about the life style of the consumers can be gained. When the individual is working full clip and earns a high monthly income, he or she will decidedly buy a more high quality shampoo like the 1s sold in the barrooms. This is because he or she will decidedly alter his or her image by altering the hairdo by Perm, straighten or dye. When they go for chemical intervention on their hair, harm such as split terminals and dry hair will be resulted, so they are willing to pass more on high terminal shampoo to protect their hair from such amendss alternatively of purchasing a normal scope shampoo and call over the harm hair at the terminal of the twenty-four hours. From that, we can reason that life style does act upon the consumers ‘ purchasing behavior.
Asking the ground of taking the peculiar trade name enables the research worker to place whether it was the societal factor, psychological factor or publicity that influences the buying of the shampoo. If the respondent chooses friends ‘ recommendation, so the factor influences the purchasing behavior is the societal factor. Some consumers trust their friends ‘ recommendation when they portion the same gustatory sensation and penchants. When they see the effects of the shampoo on their friends ‘ hair they are willing to buy that peculiar trade name as it is proven good by his or her equals. On the other manus, if the respondent chooses soft to hair and chemical free, so the consumer is influenced by the psychological factor which is the consumer beliefs that the shampoo is soft to the scalp as it is chemical free. This normally occurred in the consumers ‘ head as they belief is soft to the scalp after they had tried the sample given by the boosters in the supermarket or during a free hair wash during the route show.
The type of shampoo used by the respondents enables the research worker to analyze whether the merchandise itself and the trade name influences the purchasing behavior. When a respondent trusted the current trade name of shampoo he or she is utilizing, so when he or she is looking for a coloring material lock shampoo, he or she will decidedly take back the coloring material lock shampoo manufactured by the trade name they used to purchase. Sometimes, the merchandise itself besides influences the purchasing behavior when the packaging of the merchandise is nice and the sophisticated characteristics of the merchandise is such as the shampoo is anti-dandruff, with ginseng infusion which will cut down hair autumn and so on.
The monthly disbursals spent on the shampoo will assist the research worker to reason that the monthly income does act upon the purchasing power of the consumer. A lifestyle with a high monthly income will act upon the consumer to pass more on shampoo such as high scope shampoo as they tend to be more cautious about their hair when they perm or dye their hair. Besides that, the monetary value of the shampoo besides influences the purchasing behavior of the consumer. Some consumers are non peculiar about the trade names of the shampoo but they choose the shampoo harmonizing to the monetary value. Normally, these types of consumers will purchase a basic shampoo which the monetary value is inexpensive and when there is a publicity about other higher scope shampoo, they will be given to purchase it.
The type publicity made on the shampoo is to guarantee that the consumers are cognizant of the being of this peculiar trade name of shampoo. By inquiring this inquiry to the respondents, the research worker can reason that publicity besides influence the purchasing behavior in the shampoo market. In add-on to that, the research worker besides can reason the types of publicity that are effectual in the shampoo market.
From the study, I had realised that the consumers ‘ purchasing behavior is non merely influenced by the societal factors, the personal factors and the psychological factors but besides marketing mix such as the monetary value, merchandise and publicity besides influences the purchasing behavior. The societal factors referred to cite groups and household whereas, the personal factors referred to age, business and life style. Last, psychological factors referred to motive, perceptual experience and beliefs and attitudes.
For societal factors, the buying determination is made by the household member, friends ‘ recommendation. Some consumers merely follow their household ‘s determination in buying a shampoo as they have no penchants on shampoo. As for friends ‘ recommendation, if the shampoo is proven good by their friends, some consumers will be given to purchase it as they trust the consequences of the shampoo told by their friends. Personal factors include gender, age, employment position and monthly income of the respondent. For age, immature coevalss will prefer a trade name that manufactures color lock shampoo so that the coloring material of the dye on their hair will last thirster, whereas the older coevals merely prefers a basic scope of shampoo as they seldom dye their hair.
Psychological factors of buying the shampoo include, trade name trueness, gentle to hair as it is chemically free, good research and development ( R & A ; D ) and influenced by trade name embassador. One of the psychological factors is the attitudes and beliefs of the consumers where they believe that the shampoo must be good when the trade name embassador is their favorite famous person. This sort of purchasing behavior normally occurs among the adolescents or the young person because they wanted to follow the footfalls of their favorite famous person and what sort of merchandise used by the embassador must be proven to be really good as they have a perceptual experience that their graven image is ever perfect. Besides that, some consumers believe that the shampoo is really soft to the hair as the shampoo states that it is chemically free, where this is known as attitude. Last, the consumers are besides motivated to buy that peculiar shampoo when the company has done a good R & A ; D. This is because it is really convincing when there is a proved research done by the company.
The monetary value of the shampoo influences the purchasing behavior as some consumers are non peculiar about the trade names of the shampoo. They merely merely want a shampoo which is inexpensive and good to rinse their hair. For merchandise, when the shampoo features is sophisticated such as anti-dandruff, hair autumn control or coloring material lock and the packaging of the shampoo is nice, some of the consumers will be influenced to buy the peculiar trade name of the shampoo. Promotion is made to remind the consumers about the being of the peculiar shampoo in the market. Indirectly, it besides influences the purchasing behavior of the consumer when there is a trade name embassador advancing the shampoo during the route show or on an advertizement. Besides that, if there is an offer made for the shampoo such as buy one free one or free verifiers for every two bottles purchase will be given to increase the buying power of the consumers.
