This case study is meant to understand the contours of consumers' decision-making. Presented through the lens of Godrej's Expert range of hair dyeing products, this case study helps in meandering through the relevant theoretical constructs of consumer decision-making - levels of consumer decision-making, four views (economic, passive, cognitive or emotional) of consumer decision-making, category-based consumer decision-making, etc. Given the need-style spectrum of dyeing decisions, this case study enables an elaborate discussion on the layers of consumer decision-making.

1. GODREJ EXPERT RANGE OF HAIR COLORS:
INDIAN CONSUMERS’ DYEING DECISIONS
This case study is meant to understand the contours of consumers’ decision-making. Presented
through the lens of Godrej’s Expert range of hair dyeing products, this case study helps in
meandering through the relevant theoretical constructs of consumer decision-making – levels
of consumer decision-making, four views (economic, passive, cognitive or emotional) of
consumer decision-making, category-based consumer decision-making, etc. Given the
need-style spectrum of dyeing decisions, this case study enables an elaborate discussion on the
layers of consumer decision-making.
Pedagogical Objectives
• To understand the nature of ‘Hair Dye’ as a product – FMCG or Consumer Durable and
debate on if, the hair dye market is driven by need or style statement?
• To examine the nature of the consumer in the light of four views (economic, passive,
cognitive or emotional) of consumer decision-making
• To discuss the efficacy of Godrej Expert Rich Crème hair dye and its impact on the consumer
decision-making in the backdrop of ‘Input-Process-Output’ consumer decision-making
model
Case Positioning and Setting
This case study can be used in MBA, Executive MBA or Executive Development Programs, for
Consumer Behaviour Course:
• Consumer Behaviour Course: “Consumer Decision-making and Beyond” – To examine
the dynamics of consumer decision-making with respect to Hair Dyeing product/brand
buying decisions with a focus on Godrej Expert Rich Crème hair dye
ABSTRACT
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