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Nail colors

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Transcript

  • 1. Nail Colors Tooba Zaheer Shaikh
  • 2. Target Audience • Selected SEC :B – Primary : 18 – 35 – Secondary : 12 – 55 – Bull’s Eye: 18 – 22
  • 3. Profile • Young • Willing to experiment with colors, but may not necessarily mix them up • Are more fashion/ trend conscious but not yet brand conscious • Visit malls for fun, not regular shopping • Mostly they are not involved in daily house chores. • Most of them started using their mother’s or elder sister’s nail colors before starting to purchase their own. • Usually change shades after 2 – 3 days.
  • 4. DECISION MAKING PROCESS
  • 5. Need Recognition • Beautifying hands and feet • Need to complement bangles and rings, dresses, but not bags/clutches. • To express one’s personality • Falls under the esteem needs
  • 6. Information Search • Personal Sources – Sisters, friends • Market Controlled sources – Store displays • Public Sources – Blogs, websites, fashion magazines (SHE, Women’s Own) • Personal experience (determines only color choice)
  • 7. Alternative Evaluations • Evaluation Criteria – Objective: Price – Subjective: Color/ Shade • Brands don’t matter • Texture isn’t important • Available brands are Sweet Touch, Swiss Miss, Medora, Christine • Very few opt for Color Studio Professional • None had the more expensive brands of nail colors like Essence, Art Deco, OPI etc in the list of alternatives.
  • 8. Purchase Decision • Nail colors are bought because they are “in” and should not be very expensive. • Nail colors bottles that last longer are preferred. • Prefer colors that will be appreciated, specially by husbands, but will not take suggestions consciously from them.
  • 9. Post Purchase Evaluation • Usually satisfied with the outcome of the nail color • Problems – Not easy to remove, need a specific remover and even some traces might be left. Hence it is not “on the go” cosmetic item. – Girls who offer prayers regularly hesitate to put nail colors for long time durations as it cannot be removed easily. – Same for girls in schools and some colleges where nail colors aren’t allowed. – Some colors tend to leave the nails discolored when removed
  • 10. External Influences • Culture – Familiarity of coloring nails since long times using henna • Social Class – Brand consciousness increases as you move higher in the social class ladder. • Reference groups – Trend setters • Situational Determinants – Occasional usage, daily usage, moods
  • 11. Thank You