Procter & Gamble (P&G), the large US consumer products company, has a well-earned reputation as one of the world's best marketers. One of P&G well-known product is Joy Liquid Dishwasher. Joy was re-introduced in Malaysia in September 2013. As the price is slightly higher than the competitors, the demand for Joy Liquid Dishwasher is defeated with the competitors brand such as Axion and Glo. Therefore, this report was commissioned to examine the situation. The research draws attention to:
I. High price
Compare with other dishwashing liquid brand, Joy is quite expensive dishwashing liquid.
The customer behaviour in using liquid dishwashing, where they press an excessive amount of the liquid. …show more content…
3.5 CUSTOMER ANALYSIS In terms of customer analysis, this section describes (1) the characteristic of customers expected to buy Joy dishwashing liquid and (2) benefit concern of Malaysian today.
Demographically, dishwasher products in general are purchased by consumer representing a broad range of socioeconomic background. However, Joy dishwashing liquid is purchased chiefly by consumers who live in urban place and have higher household income. Refer