Super Shampoo Case
Question 1: What are the category beliefs among the non-users of shampoo? 1
Category Beliefs 1
Question 2: What are the cognitive beliefs on the three brands of shampoos? (What are those advertising elements that, match with the cognitive beliefs?) 2
CLINIC PLUS 2
HEAD AND SHOULDERS 4
Question 3: What are the affective aspects reflected by advertisements of the three brands of shampoo? (What are those advertising elements that match with the affective aspects?) 5
Clinic Plus 5
Head and Shoulders 6
Chik Satin 6
Question 4: How can the “theory of reasoned action” model be applied to each brand? Are there gaps that can be found with regard to each brand? 7
Limitations to the TRA Model 8
Question 5: Based …show more content…
The average Indian consumer neither agrees nor disagrees that shampoo can be used for the occasional wash but not for the daily wash or, that they would try shampoo based on the recommendation of a friend of family member.
Question 2: What are the cognitive beliefs on the three brands of shampoos? (What are those advertising elements that, match with the cognitive beliefs?)
The cognitive beliefs held by individuals are formed through a combination of culture, socio economic background and socialization. Key learnings from these factors populate their mental systems and forms their beliefs, opinions, values, and assumptions, while contributing to their goals, aspirations and how they analyze and view the world.
Clinic Plus is a cosmetic brand targeted to low income users thus ideal for the consumers in rural India who were predominantly of the lesser income levels. This shampoo is positioned as a "Family Value and Health Foundation" which helps to solve the largest hair problem in India, hair fall; while providing lustre, shine and strength.
The Clinic Plus advertisements have an aspirational appeal particularly to Indians in the rural areas who strive to achieve their social needs of self-actualization, achievement and affiliation. In the advertisement we see a fair skinned mother and daughter - heightened level of attention to ads for fairness creams - a