SESSION 3:BUYING DECISION PROCESS

BUYING DECISION PROCESS

Ø  CULTURAL FACTORS

Ø  SOCIAL FACTORS

Ø  PERSONAL FACTORS

Ø  PSYCHOLOGICAL FACTORS

CULTURAL FACTORS: These factors include customer’s background and social class. LUX targets urban and semi urban, upper and middle class people and are affordable, hence manages to be the best selling soap.

SOCIAL FACTORS: These factors include reference groups, family and roles and status. Word of mouth also plays an important characteristic in this case. People suggest and thus buying decision of customers is affected. Their sales promotion activities like Gold coin in the soap etc. influences buying behavior.

PERSONAL FACTORS:  These factors include occupational, economic profiles, lifestyle and personality of the buyer. Lux is proud of its age and has been pampering the skin of generations now, and is associated with many celebrities, giving people an image of celebrities favorite. Hence on personal note, it influences buying decision of masses.

PSYCHOLOGICAL FACTORS: These include motivation, perception, beliefs and attitudes.(maslow need hierarchy).  Even if Fiama DI Wills is an FMCG product, some kind of thought plays an important role in buying decision of the customer, here maslow need hierarchy plays an important role.

 OTHER FACTORS like perceptions, memory etc also plays an important role in buying behavior of customers.

 BUYING DECISION PROCESS- 5 STAGE MODEL

1.      PROBLEM RECOGNITION:  Problem in the case of lux would be the need for a customer to buy natural skin smoothening, cost effective, good quality  fragranced soap for experiencing relaxed bathing experience

2.     INFORMATION SEEKING: Since lux is one of the established brand, I feel not much information seeking is important. Though information can be acquired by ad campaigns, suggestions by sales people, or internet (social network pages) etc.

3.     COMPARE ALTERNATIVES: Since lux gives wide range of soaps to be chosen according to the choice of fragrance and ingredients, consumers can wisely choose between all alternatives and since pricing is also very competitive, hence it is not low or high than its competitors, thus enabling to compare in the best possible way.

4.     PURCHASE DECISION:  In above steps, the customer has already made perceptions about the brand and has an intention of buying the most preferred brand. With consumer friendly prices, trust in the brand and options to choose from various varieties along with the brand image will help the customer in finally buying LUX soap over other soaps as a solution to the problem recognition.

5.     POST PURCHASE BEHAVIOUR: Once the product is sold, it is important for marketer to look for the post purchase behavior to, so as to maintain after sales relationship. The brand wants customer’s loyalty and would keep the quality excelled and in case of grievances, the problem should be solved and a better quality product should be promised.

SESSION 2:VALUE TO THE CUSTOMER

VALUE TO THE CUSTOMER

Customer Value is the customer perceived preference for and evaluation of the products attributes, performances, and consequences arising from use that facilitate achieving the customer’s needs. 

Bathing soaps are necessary for everyone. While buying a product, the value of the product that customer acquires is also important. Lux gives following value to customers:

1.Excellent Quality

2. Trust in the brand.

3. Value to money as it works in a competitive market, hence pocket friendly.

4. Varied choices as per your preferences.

5. Longevity of the use of the soap.

4. Brand name of UNILEVER & lux

5. Easily available in mom and pops store, e-stores and in bigger grocery stores.

6. Refreshing fragrance and gives a wholesome bathing experience

8. Attractive and appropriate packaging


CUSTOMER PERCEIVED VALUE

PRODUCT BENEFIT:

The benefit of lux soaps is that the soaps gives varied varieties to choose from and have nourishing elements to pamper the skin of consumer. It is one of the most trusted brands of the nation and has good quality.

MONITORY BENEFIT:

The price of lux soaps is really affordable as they target both urban and semi urban customers and works in competitive market. It ranges from rs 5 to rs 17 and have discount options on pack of 3. Hence gives monitory satisfaction to customers.

IMAGE BENEFIT:

Lux has a most trusted reputation and is proud to be the oldest product in the industry which has pampered generations. It believes to portray the image of celebrities’ favorite soap and hence highly reputed and loved by masses. Basically the brand image and quality has helped LUX build committed customers and successful relationships.

ENERGY AND TIME COST BENEFIT:

 Easy availability, strong presence and robust distribution network ensures wide visibility and presence for LUX. Also LUX invests majorly in advertisements through print, TV, digital and OOH. Customers are well aware of the parent brand, its product line and the variants. Packaging gives all the information required precisely. All this reduces the time and the energy cost associated in gaining information and buying this product.

PSYCHOLOGICAL COST: Consumers tend to perceive “odd prices” as being significantly lower than they actually are, for example LUX strawberry and cream soap (pack of 3) costs 69 and not 70 . Customers consider price value ending with ‘9’ digit less than the next higher round figure.LUX being associated with best of the celebrities gives customer an image that they are using a trusted and best endorsed brand. Their sales strategies like gold coin in the soap and chance to meet celebrities also influence buyers. Such price strategy, goodwill and positive image and ease of availability have helped LUX gain the psychological cost benefit.

PERSONAL BENEFIT: These benefits include occupational, economic profiles, lifestyle and personality of the buyer. Lux is proud of its age and has been pampering the skin of generations now, and is associated with many celebrities, giving people an image of celebrities favorite. Hence on personal note, it influences buying decision of masses and gives value to customer

SESSION 1: marketing journal- apoorva mehandiratta

INTRODUCTION OF LUX SOAPS:

Lux is a global brand developed by Unilever. The range of products includes beauty soaps, shower gels, bath additives, hair shampoos and conditioners
LUX  soaps is an exquisite beauty products since 1925 when Lux launched the world’s first mass market beauty bar, “made like the costliest French soap”. Since then, Lux has been associated with over 400 of the world’s most glamorous actresses from Hollywood legends like Elizabeth Taylor, Audrey Hepburn, and Grace Kelly, to Bollywood Royalties such as Aishwarya Rai and Katrina Kaif.   Lux is committed to creating indulgent skin treats women crave to provide an exceptional experience in and out of the shower.

Visit any departmental store or retail outlet, and you find its shelved stocked with Lux Beauty soaps in different variants, with attractive colours on the packaging and its permanent sign of the female model present on the package. Today, Lux is a household name when it comes to soaps and in many places (especially in rural areas), it has become a synonym for soaps. People often walk into a shop and ask for Lux, when they mean, that they wish to buy a soap.

• ·         Lux is the best-selling soap bar in the world.
• ·         1925 was the year Lux launched the world’s first mass market beauty soap, “made like the costliest French soap” 
• ·         600 million women worldwide regularly delight in the superior fragrances and luscious textures of Lux
• ·         12 Million Lux products are purchased every day of ever year
• ·         1.5 Billion times per day, a Lux product is enjoyed around the world
•  ·         400+ world famous actresses have been the face of Lux to date
• ·        100+ countries across the globe enjoy Lux as their beauty soap