Gauging Consumer Insight
For
Hindustan Unilever Limited’s
AXE DEODORANTS
• AXE was enlisted in the Brand Equity list of 100 Most Trusted
Brands Annual Survey by Nielsen.
.

What worked well ?
• F...
Mode of study : Descriptive research
Sample survey size : 36

• Need
Analysis

• Motive
Identificatio
n

• VALS
model

• S...
OBJECTIVES
• Segregation of kind of need for usage of deodorants.
Type of Need
Psychogenic
needs

Remark
These are wants a...
To counter body odor

11

30.5%

2

3%

12

33.3%

It is a social norm

2

3%

For self-confidence

6

10%

Makes you feel...
• To assess the motive behind purchase.
Type of
Motive
Manifest
motive
Latent
Motive

Remarks

Statements

Those motive wh...
It makes me smell
good

8%

92%

81%

It curbs
consciousness

4

11%

It enhances my
social status

Rationale behind using...
• To implement VALS model to facilitate psychographic
segmentation.
Types
Fulfields
Achievers

Remarks

Statement
s
Mature...
It is Value for money
and lasts longer

10

28%

Variety offered

11

31%

Using Axe enhances my
social status

0

0%

You...
• To identify which key factors of stimuli facilitate adaptation
of Axe deodorant thus helping to understand perceptual
se...
Highest mean is of 4 at advertisement and packaging or colors indicating that intensity
of stimulus and advertisement of A...
Conclusion
• The company extensively uses TV ads.
• The biggest strength of the brand that its users are plotted
within ma...
Thank You.
Aligning concepts of Consumer behavior to understand consumer insight for Axe deodorants
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Aligning concepts of Consumer behavior to understand consumer insight for Axe deodorants

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The project was descriptive in nature, where the results ascertained from the sample respondents were aligned with concepts of consumer behavior to analyse the Motive, Need bifurcation and Application of VALS to facilitate gauging consumer insight towards the product.

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Aligning concepts of Consumer behavior to understand consumer insight for Axe deodorants

  1. 1. Gauging Consumer Insight For Hindustan Unilever Limited’s AXE DEODORANTS
  2. 2. • AXE was enlisted in the Brand Equity list of 100 Most Trusted Brands Annual Survey by Nielsen. . What worked well ? • First Mover Advantage! • Brand Differentiation is Vital • Innovative Interactive Marketing( women deo – Anarchy, comic, blogs)
  3. 3. Mode of study : Descriptive research Sample survey size : 36 • Need Analysis • Motive Identificatio n • VALS model • Studying adaptation
  4. 4. OBJECTIVES • Segregation of kind of need for usage of deodorants. Type of Need Psychogenic needs Remark These are wants arising from need for status, power, affiliation, etc. Statements Utilitarian needs Implies that consumers will emphasize the objective derived from the product. Q1_a Q1_c Hedonic needs These needs are Subjective and experiential in nature. Q1_e Q1_f Q1_b Q1_d
  5. 5. To counter body odor 11 30.5% 2 3% 12 33.3% It is a social norm 2 3% For self-confidence 6 10% Makes you feel attractive 3 5% Other 1 2% For sophistication Responses For freshness Utilitarian 25% 64% 11% Psychogeni c Hedonic
  6. 6. • To assess the motive behind purchase. Type of Motive Manifest motive Latent Motive Remarks Statements Those motive which are known and acknowledged. Q3_a Q3_b Motives that are either unknown to the customer or the customer is reluctant to acknowledge. Q3_c Q3_d Q3_e
  7. 7. It makes me smell good 8% 92% 81% It curbs consciousness 4 11% It enhances my social status Rationale behind using Axe 29 0 0% 1 3% 2 6% Manifest motive Latent Motive It makes me feel attractive It boosts selfconfidence
  8. 8. • To implement VALS model to facilitate psychographic segmentation. Types Fulfields Achievers Remarks Statement s Mature, Practical people who look for durability, value, and Q4_a functionality Motivated by the desire for achievement. They prefer Q4_c prestige brands that signal success. Experience Young, enthusiastic individuals who like risk taking, variety Q4_b rs Believers Conservative individuals motivated by ideals and are Q4_d generally loyal consumers. Strivers Concerned about approval and opinions of others seek self-definition image of success Q4_e Makers Practical people who are self-sufficient prefer value to luxury Q4_f
  9. 9. It is Value for money and lasts longer 10 28% Variety offered 11 31% Using Axe enhances my social status 0 0% You trust all HUL’s products 0 0% Axe attracts women 2 6% 13 36% VALS Model Makers Strivers Believers VALS Model Experiencers Achievers Fulfields 0 2 4 6 8 10 12 14 It smells good
  10. 10. • To identify which key factors of stimuli facilitate adaptation of Axe deodorant thus helping to understand perceptual selection. Elements Intensity Remarks Higher the intensity(darker colors) greater the sensory impact Duration Stimuli that require relatively lengthy exposure in order to be processed Discriminati Simple stimuli habituate as on they do not require attention to detail. Statements Q7_a Q7_c Q7_d Q7_e Q7_f Q7_g Q7_h
  11. 11. Highest mean is of 4 at advertisement and packaging or colors indicating that intensity of stimulus and advertisement of Axe play major role in adaptation of the product. Factor Mean Standard Deviation Fragrance 3.83 .775 Brand 3.86 .798 Packaging / Colours 4.00 .756 Advertisements 4.00 1.014 Appeal 3.67 .828 Anti-perspirant 3.39 .838 Price 3.44 .909 Skin-friendly 3.67 .862
  12. 12. Conclusion • The company extensively uses TV ads. • The biggest strength of the brand that its users are plotted within makers, indicating they prefer value over luxury. • Promotion mix of Axe deodorants concentrated upon:• Advertising- Electronice/ black and white • Sales promotion - price reduction, discounts • Interactive marketing- click campaigns besides others.
  13. 13. Thank You.

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