1. Praxis Business School
BRAND TRACKER
Phase I –Brand Image Measurement
A report
Submitted to
Prof. Govindrajan
In partial fulfilment of the requirements of the course
Product and Brand Management
On 14th August 2011
By
Anindita Choudhary B10002
Deepika Agrawal B10007
Sushmita Agrawal B10035
Arunabha Bagchi B10044

2. LETTER OF TRANSMITTAL
Dove
14/08/2011
To, Prof. Srinivas Govindrajan
Subject:
We are enclosing our report on Dove in partial fulfilment of the requirements of the course.
Anindita Choudhary
Deepika Agrawal
Sushmita Agrawal
Arunabha Bagchi

3. Contents
Executive summary
History and evolution of Dove
Instruments of data collection
Brand Asset Valuator Model
Laddering
Findings and conclusions
Presentation of findings and conclusion for Brand Asset
Valuator model
Presentation of findings and conclusion for laddering method
Annexure
References

4. Executive summary

5. History and evolution of
dove
History of the brand
Dove was first launched in the US in 1957; is one of the leading brands of Unilever globally.
It was launched years after Unilever acquired soap factory De Duif in The Netherlands, from
which the brand name Dove is derived. Dove first appeared on the market in a decade 50 in
the U.S., and is produced in order to care for burns victims were due to the war.
Dove has been available in India since 1995 It is now the world's #1 cleansing brand. Dove
products are manufactured in Argentina, Australia, Brazil, Canada, Germany, India, Ireland,
Netherlands, Thailand, Turkey and United States. The products are sold in more than 35
countries and are offered for both women and men. Dove's logo is a silhouette profile of the
brand's namesake bird, the colour of which often varies. The Dove Campaign for Beauty has
made the topic of beauty itself controversial, but marketers have kept the message itself
positive. Dove has its footprint in 80 countries worldwide with a range of superior products
from bar, lotions, body washes, face care and creams.
Dove brand now worth 111.8 million only its own table revenue from retail with 35% of the
population of the UK buy products from Dove in 2003.

6. 1980 1990
1950 1970 1995-2001
1940
1960
Leading Dove
Refined to Popularity Extension
Formula for brand beauty
original Launched in Increased of Dove’s
Dove Bar recommend wash
Dove the market as a milder range of
(Mild Soap) ed by successfully
Beauty Bar soap products
Physicians launched
Evolution of the Brand
While many people feel that Dove is a long time in England, but the actual bathroom Dove
soap only came here in 1992, the brand name in children 4th in the list of Lever Faberge.
Preeminent quality of the product is reflected through the exploration objective campaign
with new ads, with a guarantee from the customer and a brand name – “Dove do not dry
your skin type as the normal soap “This has helped Dove quickly hold top positions in the
market in 1997.
Dove has been positioned throughout its history without referring to it as "soap", but as a
"beauty bar" with one-fourth cleansing cream; they stress its moisturizing of skin while
washing in contrast to the drying effects of regular soaps (which their advertising calls
simply "soap").

7. Real beauty can only be found on the inside and every woman deserves to feel beautiful.
The image: Real beauty is portrayed by women who do not have "runway model" on their
resumes -- they are the women passing by in grocery aisles or sitting in the office next door.
The result: A dialog between Dove and its consumers about the definition of beauty.
Dove's marketing push defied conventional stereotypes and advocated for unconventional
beauty and self-esteem. But before Unilever committed to the controversial campaign, it
secured evidence that the majority of their consumers would relate to it. "The Real Truth
about Beauty," a global research report commissioned by Dove, reported that only two
percent of women worldwide describe themselves as beautiful.
In 1979, the phrase "cleansing cream" was replaced with "moisturizer cream". In 1979, a
Pennsylvania dermatologist showed that Dove dried and irritated skin significantly less than
ordinary soaps. As a result of this study, Unilever started aggressive marketing and won
more than 24% of the market by 2003
In 2002, Unilever downsized from 1,600 brands to 400, nominating Dove to be one of its
master brands. No longer just a beauty bar, Dove was to be a beauty brand, encompassing
products such as body wash, deodorant, hair care and body lotion. Nothing in its heritage
had prepared the brand to represent all of these functions. Dove now had to come up with a
message that could speak for all its products.
Dove launched a” real beauty campaign” and this campaign was launched in 2002. In this
campaign all the dove products were united under one message and it was delivered
through the traditional media. The billboards were placed strategically in locations such as
Grand Central Station, where they would be sure to catch the eye of producers and
reporters. The intention of the advertisement was to engage people to participate in the
campaign, and at that they were successful. While "fat" eventually logged the most votes,
Dove marketers were not discouraged. They decided to take the concept a step further and
talk about self-esteem in 2005. It purports to be "an agent of change to educate and inspire
girls on a wider definition of beauty and to make them feel more confident about
themselves". To this end, Dove created a number of largely online-only short films, including
Daughters, Evolution, Onslaught and Amy. Dove used YouTube to ask their consumers to
help create the Self-Esteem Campaign. To get things started, Dove posted a fast-motion,
one-minute film entitled, "Dove Evolution," which races through the cosmetic artistry and
Photoshop "plastic surgery" that ultimately transforms a model's features into an ethereal
face that then appears on a billboard. The film ends with the tag line: "No wonder our
perception of beauty is distorted."
Products

8. Hair care Skin care Antiperspirants
Dove intense repair Creme Original
Dove hair fall rescue Fresh moisture Silk dry
Dove daily shine Gentle exfoliating Clear touch
Dove dryness care
Dove dandruff care
Instruments of Data Collection
Brand Asset Valuator Model
Y&R (originally Young & Rubicam) is a marketing and communications company specializing
in advertising, digital and social media, sales promotion, direct marketing and brand identity
consulting. They developed the Brand Asset Valuator Model. The BAV model measures the
brand health based on four components namely-Differentiation, Relevance, Esteem and
Knowledge.
Differentiation –This is the ability of the brand to stand apart from its competitors i.e. - how
it distinguishes itself from its competitors and what prevents it from becoming a
commodity. A brand should be as unique as possible and more unique the brand is greater
is the brand value.
Relevance-Relevance tells us how well the consumer connects with the brand, it also helps
us know whether the product has mass appeal or it’s a niche product. It tells us about the
segment to which the product belongs and it also tell us about the household penetration.
Esteem- It tells us what the consumer’s perception about the brand is and also tells us about
the inclining or declining popularity of the brand.

9. Knowledge- Knowledge tells us about the consumer’s awareness level about the brand and
also how intimate the consumer is with the brand.
We have used a standard questionnaire for the five brands (… Questions each).Our
questionnaire consists of both close ended and open ended questions which helps us obtain
and analyze the data from both a qualitative and quantitative angle providing us with a
better insight in the subject.
Methodology
We have conducted a survey amongst a heterogeneous population (they differ in terms of
regions from which they hail socio-economic status, taste and preferences, etc).
Sample Size for Survey: 47
Laddering
Laddering is an interview technique which is one-on-one in nature. This technique is
particularly helpful in eliciting goals and underlying values which helps the user in nascent
stages of his research. It is an unstructured approach trying to probe deep into the
interviewees’ psyche and analysing his responses to come up with the “reason” why and
how the product is important to them so as to derive from that the hidden motivating factor
of the consumer behind buying the product. Laddering techniques involve creating,
reviewing and modifying of hierarchical knowledge, often in the form of ladders (i.e. tree
diagrams).
Why is it better than the “Zaltman
Metaphor Elicitation Technique”?
Zaltman Metaphor Elicitation Technique (ZMET) is a patented market research tool. Patent
#5436830 was issued on July 25, 1995. ZMET is a technique that elicits both conscious and
especially unconscious thoughts by exploring people's non-literal or metaphoric

10. expressions. It was developed by Dr. Gerald Zaltman at the Harvard Business School in the
early 1990s.
Reasons as to why laddering is better than ZMET:-
Zmet is mostly done on unconscious thoughts and it explores a person’s non-literal
or metaphoric expression and these are subject to relatively more interpretation
and hence are subject to the skill of the person doing the interpretation which
depends on experience and technique used and hence the results might be less
accurate than laddering.
Zmet is more time consuming and needs a larger amount of resources than
laddering
Zmet requires trained people who know the meaning and also needs identification
of the hidden motivations for example using hearing aid is looked upon as old and
flawed and this is why people postpone the purchase of a hearing aid though they
cite that cost is the reason to postpone the purchase. This job is very technical and
requires a lot of analytical skills. Laddering however does not require any such
specific techniques and hence requires relatively less trained professionals.
Moreover in case of ZMET getting such labour force can be a problem and the costs
of maintain such a trained force may be very high.
Zmet is more popular with non-profit organizations .It is more widely used to
address organizational issues.
Findings And Conclusions
1. Presentation of findings and conclusion for
Brand Asset Valuator model
The analysis is to study the differentiation, relevance, esteem and knowledge of Dove. The
competitor brands for our study are Sunsilk, Pantene, Garnier and Olay.
Brand Parity

11. Prior to the analysis of differentiation, relevance, esteem and knowledge of Dove, it was
important to understand whether consumers care about their choice between different
brands of personal care products. The 47 respondents were asked whether brand was
important for them when it comes to personal care products and these were the following
responses:-
Dove
0%
4%
yes
no
may be
96%
Thus from here it can be concluded that respondents do see the difference between the
brands.
Brand Knowledge
Knowledge is the extent of the consumer’s awareness of the brand and understanding its
identity. The awareness levels about the brand, and what it means, shows the intimacy that
consumers share with the brand. True knowledge of the brand comes through building of
the brand.
For measuring the brand knowledge of dove, the brand was compared with its competitive
brands.
The first question was on the logo of the brand. The respondents were showed the logo of
few brands with the names removed. This showed the awareness which the respondents
have of the brand. The brand with highest number of correct answers proved to be more
aware in the minds of the respondents.

12. Similarly, brand knowledge of the respondents was also judged by asking them to identify
the taglines and celebrities involved with the brands.
The results of knowledge for the five brands are as follows- The table indicates points.
Brand Knowledge
Questions Sunsilk Dove Pantene Garnier Olay
Logo 43 45 44 45 19
Taglines 10 4 10 27 5
celebrities 23 25 31 24 34
Sub total 76 74 85 96 58
Percentile 60 40 80 100 20
Brand Knowledge
100
80
60
40
20
Sunsilk Dove Pantene Garnier Olay
Garnier is highest on knowledge. For instance, in India Garnier has floated its tagline as
“Apna Khayal Rakhna”. So, it helps to easily connect the tagline with the brand.
Dove comes fourth in knowledge which is 40 percentile. The survey indicated that people
are not much aware about the brand.
Dove was launched in India in 1995. It not being an old brand still keeps many people
unaware about it. Also not many celebrities are seen in the advertisements by Dove. We
often notice a very common face in their advertisements. This could be a reason why people
are less aware of the brand.
Another survey was done to know about the top of mind recall of respondents when it
comes to the soap category of each brand. Soap category was picked up as during laddering
the brand above was often related to just soap instead of being a complete personal care
brand. Assuming that there was lack of awareness among the respondents of the brand

13. being a complete personal care brand, we took the core competency of the brand which is
soap.
TOM
25
20
15
1st Recall
10 2nd Recall
3rd Recall
5
4th Recall
0 5th Recall
dove
lux
cinthol
santoor
olay
godrej
nivea
pears
dettol
doy
himalaya
vivel
fiama
lifeboy
savlon
yardley
lirel
ponds
fair and glow
pamolive
medimex
margo
jhonson
Dove brand is in top of the mind recall of 23 respondents out of a total of 47 which clearly
indicates higher level of knowledge and esteem in the soap category.
Another aspect we wanted to know through our survey was whether respondents know
that Dove is a complete personal care brand. The response we got from the 47 respondents
was:-

14. 21
16
8
2
0
Strongly Agree Indifferent Disagree Strongly
agree disagree
Esteem
Esteem is the perceived quality and consumer perceptions about the growing or declining
popularity of a brand. Does the brand keep its promises? The consumer’s response to a
marketer’s brand building activity is driven by his perception of two factors: quality and
popularity. Both vary by country and culture.
For measuring esteem of dove the following questions were asked.
Respondents were asked the brand with which they would associate themselves with. If
respondents have esteem for a brand, only then would they want to be associated with it.
Another question was asked on brand promise. If a brand delivers its promise, then esteem
for the brand increases as consumers will have a better perception of the brand.
Trust also indicated the regard the consumer had for the brand. So, we asked the
respondents to mention the brands they trust the most.
The results of the survey are- The table indicates points.
Brand Esteem
Questions Sunsilk Dove Pantene Garnier Olay
Associate 5 23 5 3 11
Promise 7 20 6 7 7
Trust 5 22 7 9 4
Sub- total 17 65 18 19 22
Percentile 20 100 40 60 80

15. Brand Esteem
100
80
60
40
20
Sunsilk Dove Pantene Garnier Olay
Survey shows that Dove is highest on esteem. The reason for this could be that the
perceived quality and consumer perceptions about dove are good and its popularity is
growing. The brand is keeping its promises. The consumer's response to a marketer's brand-
building activity is driven by his perception of two factors: quality and popularity, both of
which vary by country and culture, which in case of Dove is high in case of Dove indicating
good health of the Brand.
Brand Stature
Esteem and knowledge together create Brand stature, which is a “report card” on a brand’s
past performance and which determines the current power of the brand.
Brand Stature
100
40
Brand Knowledge Brand Esteem
Thus it can be seen that Dove is high on esteem but very low on knowledge.

16. Differentiation
Differentiation is the ability for a brand to be distinguished from its Competitors. A brand
should be as unique a possible. Brand health is built, and maintained by offering a set of
differentiating promises to consumers. And by delivering those promises to leverage value.
For measuring differentiation of Dove, the following questions were asked.
Respondents were asked to identify the brands from the taglines mentioned. This has been
taken as differentiation, because, if a consumer can identify the tagline of a particular
brand, it means that the particular brand is differentiated in the consumer’s mind. In this,
the brand being identified the maximum number of times would get the highest marks and
the remaining would follow accordingly.
Another question was where the respondent, had to identify, if for a particular brand, there
is another brand quite similar in offerings. The brand, for which maximum number of
respondents felt there are not many similar offerings, would get maximum points.
In another question on differentiation, we laid down the various characteristics of personal
care products. The characteristics listed were- less skin/eye irritation, fragrance, and
moisturizing, gentle and less chemicals. These are important characteristics of a personal
care product. These characteristics differentiate one brand from another.
The results of the survey are - The figure indicates points.
Brand Differentiation
Questions Sunsilk Dove Pantene Garnier Olay
Unique 9 28 12 22 33
Characteristics 538 742 657 762 783
Sub total 547 770 669 784 816
Percentiles 20 60 40 80 100

17. Brand Differentiation
100
80
60
40
20
Sunsilk Dove Pantene Garnier Olay
Olay is highest on differentiation. According, to this Olay has been rated highest in
characteristics such as gentle but Garnier has been rated the highest in less skin/eye
irritation, Garnier.
Characteristics Sunsilk Olay Garnier Pantene Dove
less skin/eye irritation 121 158 167 142 147
Fragrance 91 171 174 138 118
moisturizing 66 151 145 122 189
gentle 159 185 161 130 141
less chemicals 101 118 115 125 147
sum 538 783 762 657 742
20 80 60 40 100
The survey even tried to understand how the respondents perceive the price of different
brands. Price is an important differentiator; therefore, it is important to see how consumers
perceive the various prices.
Characteristics Sunsilk Dove Pantene Garnier Olay
Unaffordable 0 0 0 0 18
Expensive but affordable
12 15 10 24 17
Value for money 21 27 23 16 12
Inexpensive 14 5 14 7 0
The result clearly shows that majority believes that Dove is a brand which is a value for
money.

18. Relevance
Relevance is the actual and perceived importance of the brand to a large consumer market
segment. This gauges the personal appropriateness of a brand to consumers and is strongly
tied to household penetration (the percentage of households that purchase the brand).
For measuring the relevance of Dove, the following questions were asked:-
The respondents were asked the brands they would like to associate with. If a consumer
would want to associate with a brand, then the brand would be relevant for the consumer.
In another question, the respondents were asked a series of questions on why they would
purchase a brand. The respondents were asked the following questions:-
Characteristics Sunsilk Dove Pantene Garnier Olay
Value for money
Complete personal care
Quality
Smell
Less harmful chemicals
Satisfy my needs than others
The results of the survey are-
Brand Relevance
Questions Sunsilk Dove Pantene Garnier Olay
Associate 5 23 5 3 11
Purchase 26 94 25 48 30
Sub- total 31 117 30 51 41
Percentile 40 100 20 80 60

19. Brand Relevance
100
80
60
40
20
Sunsilk Dove Pantene Garnier Olay
From the above survey we can see that Dove is the highest in relevance. This could be
because people could associate more with the brand. Also Dove is a popular brand, used
from quite long now. It is a quality product at expensive but affordable rate.
Moreover, it has wide variety of variants to cater to different consumer preferences. The
product is relevant among wide masses because of its quality and constant innovation.
Brand Relevance
dove is a dove is a dove is not a dove is 1/4th
premium personal feminine moustiring
brand care brand brand
Series1 8 51 -25 30
Respondents strongly agree to the fact that dove is a personal care brand.
Another question we asked the respondents was would they recommend Dove to someone
and the responses are as follows:-

20. yes no
19%
81%
Brand Strength
Differentiation and relevance combine to determine brand strength. They point to the
brand’s future value.
Brand Strength
100
60
Brand Brand relevance
Differentiation

21. Bringing the four together- D, R, E, K

22. 2. Presentation of findings and
conclusion for laddering method
The responses were received from the respondents was analysed to form an A-C-V chain
where A stands for attributes C stands for consequences and V stands for values. The ACV’S
are organized in the following table where similar values, attributes and consequences have
been grouped together. These helped us reach a definitive conclusion telling us about the
underlying consumer motivations behind buying the product, brand health and how the
product makes the consumer feel.
SNO. ATTRIBUTES SUB-ATTRIBUTES
1 Fragrance
2 Moisturize Convenient, saves time and energy
3 Colour White, green and is associated with peace
4 Refreshing
5 Value for money product Not required to use moisturizer so saves
money
6 Gentle to skin
7. No harmful chemicals
8. Packaging Eye catching ,soothing due to liberal usage of
white and green (dove a symbol of peace)

23. SNO. CONSEQUENCES
9 Wrinkling Moisturizes skin and hydrates it-improper
hydration leads to wrinkling
10 Feel good factor
11 Confidence Makes you stand out in the crowd
12 Soft skin Baby soft feel, smooth texture
13 Spurs performance feels more self assured
Levels
14 Better social life Magnetizes people
15 Fair skin
16 Convenience Less time taking, more like a daily chore
SNO. VALUES
17 Sense of achievement
18 Higher self esteem
19 Security
20 Self-assured
The serial numbers of the ACVs from the table were taken as the codes for further analysis.
The ACVs were transformed to the following.

24. Self assured Security Sense of Peace of
achievement mind
Confidence Better social Fair skin
Spurs
life performance
level
Feel good Wrinkling Healthy skin
factor

25. Moisturizer Colour
Fragrance
Refreshing
No harmful
Value for Gentle to skin chemicals
money
 One of the core values was sense of security where the respondents felt cared for by
others which was followed by self –assurance where the respondents appreciated
themselves for what they were and felt confident about their presence. This was
followed by peace of mind which arose from the fact that money was well spent and
also was a resultant of better social life. Last but not the least was a sense of
achievement where the respondents felt they performed better and more efficiently
which lead to their appraisal and promotions which filled them with a sense of pride
and achievement.
 The consequence which mattered the most was confidence and a spur in the
performance levels both of which are a function each other. It also leads to a feel
good factor. Less wrinkling was a surprise find where many respondents felt that
since the skin remains hydrated the chances of early wrinkles are minimised.
 Moreover the lack of harmful chemicals was an important attribute as many people
thought that in today’s world looking good is very important and large number of
face washes, serums, cleansers were available in the market but they are mostly
harsh to skin as they contain various harmful chemicals but Dove proves to be a
good buy as its gentle to the skin and lacks harmful chemicals and this gives them
peace of mind where they don’t have to compromise on the health of the skin to
look good. The litmus test ad seemed to be etched in the respondents mind.
 Convenience was also rated high on the ladder as people had a busy schedule and
since Dove acts as a moisturizer people don’t have to use a moisturizing lotion
separately which saves time, money and bother and washing one’s face with Dove
becomes a daily chore and one does not have to take out time to do it .So it’s a
complete skin care solution and hence respondents found it value for money inspite
of being expensive in comparison to the other soaps.

26.  The respondents also stressed on the refreshing quality of the product and its light
fragrance lifted their moods and made them feel more agreeable and confident
about themselves .They felt more agreeable, behaved better and carried with
themselves a positive aura which made their social life scintillating which gave them
peace of mind and also boosted their productivity. They felt more secure which is a
function of being liked accepted and a sense of belongingness prevailed.
 Packaging elevated their mood and senses and soothed their eyes as the colours
white and green represent tranquillity.
Conclusion
1) Segmentation
Ladder frequency for attribute value linkage
Attribute VALUES
SOCIAL PERSONAL
Security Sense of Total Peace of Self Total
achievement mind Assured
Fragrance 0 0 0 0 1 1
Moisturizer 0 0 0 0 0 0
Colour 0 0 0 0 0 0
Refreshing 0 1 1 1 2 3
Value for 1 1 2 1 0 1
money
Gentle 0 0 0 0 0 0
No harmful 0 1 1 1 0 1
chemicals

27. Packaging 0 0 0 0 0 0
4 6
The four values are classified into higher level values as follows:-
SOCIAL VALUES
Is associated with how a person is accepted in his peer group and his standing in the society.
Security
This is a function of how well accepted a person is in a group. Belongingness fills a person
with a sense of security. Social acceptance is a function of a variety of factors amongst
which ability to get along with others which comes from being agreeable and confidence
ranks very high. Moreover a pleasant countenance helps matters. One feels sung and cosy
when cared by others which lead to increase in productivity.

28. Sense of achievement
This is a social value .When we see ourselves better off than others monetarily we feel good
and we feel we have achieved in life it is a boost to our self esteem.
Personal values
Is associated with being comfortable of oneself and accepting oneself for what they are.
They are related to one’s expectations of oneself.
Peace of mind
We feel good about ourselves and when we are appreciated by others we attain peace of
mind. We feel we could meet the standards we had set for us which gives us peace of mind.
Self assured
When we feel more confident and beautiful we are more assured of our presence which
comes from a having a better image of oneself in one’s eyes as well as eyes of others.
From the ladder frequencies for attribute- value linkage, the results are as follows:
Social- 4 respondents i.e. 40% respondents
Personal- 6 respondents i.e. 60% respondents
Thus we can conclude that this brand is more concerned with people for whom personal
values play a very important role.
2) Developing Advertising Strategy:
Means- Ends Conceptualisation of Components of Advertising Strategy:
Driving force
The brand needs to orient itself more towards personal values like peace of mind and self
assurance. It MUST make people feel good about them and not crave for an unattainable
hourglass figure and looks. It should aim at accepting oneself the way one is. The
advertisement should aim at how a person should aim at accepting oneself the way he is
and making him realise that “self esteem “is very essential as you can’t be accepted by the
society when you don’t accept yourself for the person you are.

29. Leverage point
Self assurance or self esteem should be reinforced as that is the value to which most
respondents connect.
Excecutional framework
Since the product is perceived to be a value for money product the ads should stress as how
the products are multipurpose .For example the soap acts as both a moisturizer and a
cleanser without the harmful properties of soap. Hence the multipurpose use of the
products should be reinforced.
Consumer benefit
The main consumer benefit as derived from our research is the feel good factor which is
again a combination of various factors like confidence, better social life, healthy and less
wrinkly skin. But confidence is a clear winner and the ad should stress upon the boost in
confidence levels when Dove is used.
Message elements
What emerges from the Hierarchical Value Model is the importance of confidence in the
four major values-Self assurance, peace of mind, sense of achievement and security. The
product attributes which leads to the consequence of Confidence are gentleness, absence of
harmful chemicals and moisturising property. These product attributes need to be
highlighted in the advertisements to induce the need for confidence among the viewers.

30. Annexure
Questionnaire
1. Is brand important for you when it comes to personal care product?
Yes No
2. Can you identify the logo of the brands?
3. Can you identify the taglines of the brands?
Love the skin you are in
Take care
Go fresh
Unforgettable hair
Shine. I believe I can
4. Can you identify the celebrities involved with the brands?
Shilpa Shetty
Sonam Kapoor
Kajol
Priyanka Chopra
Geneila D-Souza
5. Name five brands which come to your mind when you think of soap?
6. Which brand would you associate yourself with?
Sunsilk
Pantene
Dove
Olay
Garnier
7. Which brand fulfils its promise the most?
Sunsilk
Pantene
Dove
Olay
Garnier
8. Which brand do you trust the most?
Sunsilk
Pantene

31. Dove
Olay
Garnier
9. Do you think any brand gives the same offerings as your brand?
Yes No
10. Rate the following on a scale of 1-5(5 being the highest and 1 lowest)?
Characteristics Sunsilk Olay Garnier Pantene Dove
less skin/eye
irritation
Fragrance
moisturizing
gentle
less chemicals
sum
11. How would you rate the price of these brands compared to other brand?
Characteristics Sunsilk Dove Pantene Garnier Olay
Unaffordable
Expensive but
affordable
Value for
money
Inexpensive
12. Can you tell me the reasons why you would purchase a brand?
Characteristics Sunsilk Dove Pantene Garnier Olay
Value for money
Complete personal care
Quality
Smell
Less harmful chemicals
Satisfy my needs than others
13. Is Dove a premium brand?
Strongly Agree Agree Indifferent Disagree Strongly Disagree
14. Is Dove a personal care brand?

32. Strongly Agree Agree Indifferent Disagree Strongly Disagree
15. Is Dove not a feminine brand?
Strongly Agree Agree Indifferent Disagree Strongly Disagree
16. Is Dove a 1/4th moisturizing brand?
Strongly Agree Agree Indifferent Disagree Strongly Disagree
17. Will you recommend Dove to someone?
Yes No