Consumer behavior journal

CONSUMPTION JOURNAL
By
TIRTHANKAR
SUTRADHAR
1421427 | M2

Date Product Description of
Activity
Reason for the
Activity
Feelings/ Thoughts/
Actions
2nd
June
2015
Patanjali
Cornflakes
I went near AXA
building at BTM 2nd
stage, and crossed the
road to reach the
Patanjali store. I
waited in the que
which had a huge
rush. When my turn
came I asked for the
Cornflakes and the
stock was readily
available. I purchased
the product.
My father who is a
great fan of Swami
Ramdev and His
indigenous products,
suggested me to
purchase from
Patanjali once my
current stock of
Kellog’s Cornflakes
gets over.
Feelings:
Excitement: Since I was
going to try the new
brand of cornflakes for
the first time, I was
excited to purchase the
same and to taste and
Thoughts:
I was desperately hoping
that it does not taste bad.
Actions:
I have appreciated my
father for his suggestion
and have recommended
the product to my friends
and my roommate.
2nd
June
2015
Cycle
Agarbatti
I was at More
Supermarket when I
came across the brand.
It was not pre planned
but I bought it as my
previous stock was
already going to
replenish very soon.
For praying after my
daily bath and
offering my
thankfulness to the
almighty. A room
filled with fragrance
calms the mind while
praying.
Feelings:
Satisfied: Since I am a
regular purchaser the
product I was satisfied
with the purchase and
there was no extra
feeling as I already knew
the quality of the
product.
Thoughts:
There was no special
thought other than using
it after bath during
prayer as this was a
routine thing to do.

Actions:
I used the agarbattis soon
after the current stock
was over.
3rd
June
2015
Hit Spray I was being disturbed
mentally by the sight
of cockroaches
running here and there
in my kitchen and
bathroom. Moreover
the very thought of
hygiene being
compromised made
me think to purchase a
Hit Spray. I want to
the nearby kirana
store and purchased
the product.
I was in need of the
same as my kitchen
have become a
private den for
cockroaches.
Feelings:
Satisfied: I liked the
packaging of the product
and the thin pipe that
they have given for
deeper reach.
Thoughts:
Decided that I will go for
the same variant next
time.
Actions:
I use it very frequently to
keep my room and
kitchen free of
cockroaches.
5th
June
2015
Text Book:
Marketing
Channels
We were supposed to
buy books from
college, since Christ
University stopped
providing books for
free from this year, so
according to the
suggestion of my
classmates I went to
Avenue road to
purchase the
prescribed book.
Academics needs for
4th trimester in Christ
University Institute
of Management.
Feelings:
Satisfied: Since I got the
book at a reasonable
price, as compared to a
new edition, I was
satisfied with my
purchase.
Thoughts:
There were no special
thought at the moment of
purchase since it was a
compulsory purchase for
me.

Actions:
I have recommended the
purchase venue to my
friends and classmates
6th
June
2015
Dove anti-
Hairfall
shampoo
I visited Swaraj
Hypermarket near
Tavarekere Bus stand.
I was looking for
Himalaya anti hairfall
shampoo but the same
was not available in
the hypermarket. I
decided to buy Dove
anti hairfall shampoo
instead. The price was
almost the same,
hence I bought it.
This was a purchase
which was basically a
substitute for my
regular brand of my
preferred shampoo. I
had to buy it because
I had run out of the
previous one.
Feeling:
Disappointed: that I did
not get my preferred
brand of shampoo.
Intrigued: at the kind of
product I was taking
home as it was different
from what I had ever
used.
Thought:
Was hoping that change
in the product does not
affect my hairs.
Action:
Asked my friend, who
was accompanying me in
shopping, about his
knowledge about the
brand before the
purchase.
Post Purchase, I started
using the product.
6th
June
2015
Topramen
Yummy
Masala
Maggi was my
favorite fast food and
the quickest dish
which could be
prepared in no-time.
But since its absence
from the store, I use
Topramen in order to
make quick evening
snacks. I bought 8
My stock for instant
food replenished and
for the same I went to
the supermarket for a
large purchase (in
volumes).
Feelings:
Pleased: I was pleased
with the purchase and the
taste seems to be at par
with Maggi if not more.
Thoughts:
I was confused whether
to buy the product or not
as I was a loyal fan of

packs from Mythri
Super Market
Tavarekere and went
there to buy
specifically that
product.
Maggi and was afraid
that other noodles might
not curb my appetite for
yummy taste that Maggi
provided me.
Actions:
I consumed all the 8
packets of Topramen,
and purchased 5 more at
the end of 2 weeks
approx.
8th
June
2015
A pack of
Classic
Mild
I was desperate for a
smoke as I haven’t
smoked since
morning. I went to the
shop near by my flat at
Tavarakere.
I was having a
headache and I
thought to have a
smoke.
Feelings:
Delight: Since my body
was badly clamoring for
a smoke, I was extremely
delighted after the
purchase.
Thoughts:
I had so many options to
make this transaction
because there are so
many shops in my street
but I went my regular
shop because over a
period of time I have
developed a sense of
personal bonding with
the shop keeper.
Actions:
I am planning to
purchase more of it, and
keep some as a stock for
future needs.

11th
June
2015
Ashirvaad
Aata
I was going to cook
my lunch, but there
was no flour left in the
container, so I went to
a grocery shop to
purchase 5 kg of flour
I planned to make
chapattis for my
lunch and there was
no stock of flour in
my room.
Feelings:
There were no feelings
out of the ordinary since
this was a normal
purchase.
Thoughts:
To get more than 1 kg of
flour so that it can last
over a period of 3 weeks
and I do not have to go to
the shop again and again.
Actions:
Found nearest shop and
purchased the flour.
17th
June
2015
Nivea
Fresh
Active
Deodorant
I saw the
advertisement of
Nivea Fresh Active. It
promised that it
fragrance lasts for 48
hours, so I thought of
trying it once.
When I was in Big
Bazar, went for
buying monthly
grocery, while
loitering around I
went into the deo
section where I saw
this bottle of Nivea
deo I recalled that ad
and picked up that
bottle.
Feelings:
Excitement: Since the ad
created much hype in my
mind, I was highly
excited to purchase the
same and use it.
Thoughts:
I was thinking about the
smell and to test the
claim made by the
company.
Actions:
I use it regularly since
the day of my purchase.
19th
June
2015
Bourn Vita I was in Big Bazar
buying my monthly
grocery, there I picked
up this mega pack of
Bourn vita Rs.380
I drink milk daily in
my breakfast and
bourn vita adds a
brilliant taste to it,
although I had some
of it in my kitchen but
Feelings:
Satisfied with the
purchase

with 10% discount on
it.
I chose to purchase it
as I was buying my
whole months
grocery.
Thought:
Delicious taste with 10%
of discount and
undisturbed availability
throughout the month.
Actions:
Having bournvita daily
with milk.
23rd
June
2015
Xiomi Mi 3 My brother and my
friends suggested this
phone is quite good in
terms of
specifications and
performance as well
so I placed the order
online on flipkart.com
for this phone.
My previous phone
Micromax A116
went out of work
because I dropped
that in a bucket full of
water.
Feelings:
Delight: I received the
package within 5 days of
my order. Video display
and sound Quality is
excellent.
Thoughts:
I was looking for a
smartphone with
moderate specification
and reasonable price. My
friends and brother who
are actually using this
phone recommended this
phone to me which is
available at a very
reasonable price of
below 10 k. But skeptical
about the warranty as
there is no advertisement
or proposition availed by
the company in India.
Actions:
I have started showing
off my new phone to my
friends like a teen ager
and I am taking pride to
won the product.

22nd
June
2015
Dove Soap I visited Swaraj
Hypermarket in
Tavarekere Road. I
looked specifically for
Dove Soap bar whci
comes in a pack of 3
and bought it.
It was a preemptive
purchase because this
is the soap brand I
purchase. I had run
out of it hence had to
buy a new one.
Feelings:
this was a normal
purchase.
Thought:
There was no special
thought other than using
it while bathing.
Action:
Used it while bathing.
25th
June
2015
Customized
Tee Shirt
I like browsing and
gifting close friends
on special occasions. I
prefer doing it online
rather than take the
pain to look for a gift
in physical stores.
I was just browsing
customized gifts for
my friend as his
birthday was
approaching. And I
found this website
where they sell
customized Tee-
shirts for a lesser
amount compared to
other sites that were
offering the same
product with
customization.
Feelings:
Happiness: I was happy
to find a product at a
lesser rate and which
included the shipping
cost as well. Compared
to traditional shops and
other sites I got the tee
for gifting just Rs.349.
Happy Deal.
Thoughts:
It was an intelligent
decision and worth the
amount.
Actions:
My friend was very
excited and happy on
receiving the gift on his
birthday.
28th
June
2015
Black Dog This is my favorite
brand when it comes
to party with friends
over the weekend. On
For partying with my
friends that evening.
Feelings:
Happiness: I was happy
to find the brand at a

the same evening, I
went to Madhuloka at
BTM 1st stage,
searched for the
whisky brand and
purchased it on lesser
price as there was an
off going on there.
lesser rate compared to
traditional shops.
Thoughts:
The major thought that
was prevailing my mind
was the notion of guilt to
spend such a high price
for just one evening of
partying. But was
relaxed instantly when
my friends stretched
their helping hand to
share the cost.
Actions:
I consumed Black Dog
whisky on the evening,
and it was a nice time
spent with my friends.
29th
June
2015
A formal tie
from
Pantaloons
I was in a no mood to
purchase another tie
as I am already having
12 of my own, but a
message popped up in
my inbox on the same
day about flat offer on
apparel. I went to
pantaloons at Gopalan
mall, Banergatta just
for window shopping
with a friend of mine.
Flat 30% off was
offered on apparels
and a message was
sent to my mobile
mentioning the same.
Feeling:
Excited: about wearing it
to college the next day
Thought:
Thoughts about being
smartly dressed like a
professional.
Action:
Wore it to college next to
next day of purchase.
2nd
July
2015
Non-leather
Jacket (for
long rides)
I went to Jayanagar
Central Mall to have
evening snacks at
McDonalds. After I
was done with my
burger and coke I
There was no reason
whatsoever, as it was
not a preemptive
purchase. It was more
of an impulsive
purchase though the
Feelings:
Fear and Excitement: I
was afraid about how my
parents would react but
that feeling was masked

decided to do some
window shopping and
went to the men’s
section in second
floor. I had no idea
that I will fall in love
with this amazing
jacket which was
priced at Rs.3499. I
had a second thought
but I couldn’t resist
the thought of buying
it. I eventually did
made the purchase,
but I got Rs.1000
discount on the same
as I was carrying two
Rs.500 discount
coupons in my wallet.
product placement
did not fit the usual
action of impulsive
buying. It’s just that I
really longed to have
a nice l jacket which
wasn’t made of
leather, as I do not
wear leather or fur
and I must say,
though it was way out
of my budget for that
month I couldn’t help
myself but to buy it.
by the excitement about
wearing the jacket.
Thoughts:
I was thinking of the
various places I will go
with my bike wearing the
jacket and the feel that I
would get while riding
wearing the same.
Actions:
The purchase of the
jacket gave me as good a
feeling I had ever got
after a purchase. It made
me feel elated at the
same time. I decided that
if the product is worth it,
of course taking into
consideration the brand
name, it’s no harm
buying such products
occasionally.
2nd
July
2015
Achi
Chicken
Masala
I wanted to prepare
chicken on that day,
but there was no
chicken masala in my
room. So I went to the
nearest kirana store
and purchased a 100g
pack of the masala.
To prepare Chicken
for my friends as I
invited them to my
place.
Feelings:
Relief: I was in need of
the product at the
moment. So I was
relieved for the right
time to find a shop close
by.
Thoughts:
It was a quick decision to
make and so the thought
of buying the spice was a
good one.

Actions:
I immediately came to
room and started
preparing the chicken.
3rd
July
2015
Customized
key ring
A friend had
recommended me a
website that provides
custom made
products. I did not
have a key ring for my
bike and was surfing
through their
collection and
stumbled upon this
product, I was amused
by its unique quality
customized with a
picture of my choice
and ordered it.
The previous key ring
I had was lost due to
my negligence. Since
then I was on the look
for a new ring but I
was just lazy to go
and get it from a
store. This website
persuaded me to buy
it since I had a need
for it as well as its
unique quality.
Feelings:
Delight: I received the
package within 3 days of
my order. The product
was actually working
exactly as it was
supposed to.
Thoughts:
I just hope that I will not
lose the product at a later
point of time.
I believe it was worth the
money since the website
gave me a discount of
30% as this was my first
purchase on the site
Actions:
I am planning to gift one
for a close friend of
mine.
I have spread to word
and recommended the
site to many of my
friends
4th
July
2015
A whisky
glass
I roamed around a few
shops in BTM 1st
stage to get a new
drinking glass for
myself. I finally
bought one at a shop
where he was offering
it for Rs.110.
The glass that I used
previously, broke
while stacking it up
my kitchen, so I had
to buy a new one.
Feelings:
this was a normal
purchase.
Thought:
I was thinking of
handling this one with

more care this time, as it
was not the first time that
I broke a glass.
Actions:
I enquired the
shopkeeper about the
price of the glass.
After the purchase I
looked for a safe place to
keep the glass from
where the chances of it
falling to the floor and
breaking are the less.
5th
July
2105
GoodLife
Milk
(200ml, 10
packets)
I always run out of
milk, and that affects
my breakfast as I am a
Cornflakes fan.
Buying milkon daily
basis was a pain. So
one of my friend
suggested GoodLife
milk which can be
stored till 90days. I
went to Swaraj
Hypermarket, and
took 10 packets of
GoodLife 200 ml of
the milk, which was
priced Rs.10 each.
Daily running out of
milk and to get rid of
the pain to purchase
Daily the normal
Heritage Milk.
Feelings:
Anticipation: I was
looking forward to
consume the milk and
decide if I can have the
same in the near future
with cornflakes daily.
Thoughts:
There was no specific
though going in my mind
rather than tasting the
milk the next day before
my college hours as my
breakfast.
Actions:
I couldn’t wait for the
next day. To know the
quality of the same I
consumed on the same
evening.

5 PRODUCTS LIST
1. Dove anti Hairfall Shampoo:
Date: 6th June, 2015
Item Purchased: Shampoo
Brand Name: DOVE
Price: INR 175
Information: 350ml, anti hairfall solution, well packaged, white colored shampoo inside
Reason for the purchase: I ran out of my Himalaya shampoo and recently I am facing hairfall
issues. I thought of using my regular brand Himalaya for the same. I visited Swaraj Hypermarket
near Tavarekere. I was looking for Himalaya anti hairfall shampoo but the same was not available
in the hypermarket. I decided to buy Dove anti hairfall shampoo instead. The price was almost the
same, hence I bought it. This was a purchase which was basically a substitute for my regular brand
of my preferred shampoo. I had to buy it because I had run out of the previous one.
Feelings associated with the purchase:
Disappointed: that I did not get my preferred brand of shampoo, which I am used to and which have suited
my hairs.
Intrigued: at the kind of product I was taking home as it was different from what I had ever used.

2. Topramen Yummy Masala:
Date: 6th
June, 2015
Item Purchased: instant noodles
Brand Name: TOMRAMEN
Price: INR 10
Information: Red colored packaging, Veg masala, 50g
Reason for the purchase: Maggi was my favorite fast food and the quickest dish which could be
prepared in no-time. But since its absence from the store, I use Topramen in order to make quick
evening snacks. I bought 8 packs from Mythri Super Market Tavarekere and went there to buy
specifically that product. My stock for instant food replenished and for the same I went to the
supermarket for a large purchase (in volumes). I was confused whether to buy the product or not
as I was a loyal fan of Maggi and was afraid that other noodles might not curb my appetite for
yummy taste that Maggi provided me.
Pleased: I was pleased with the purchase and the taste seems to be at par with Maggi if not more.

3. Bourn Vita:
Date: 19th
June, 2015
Item Purchased: Nutrition supplement
Brand Name: BOURNVITA
Price: INR 380
Information: Round Bottle, Chocolate flavor, well packaged
Reason for the purchase: I am a big fan of Bournvita. I was in Big Bazar buying my monthly
grocery, there I picked up this mega pack of Bourn vita Rs.380 with 10% discount on it. I drink
milk daily in my breakfast and bourn vita adds a brilliant taste to it, although I had some of it in
my kitchen but I chose to purchase it as I was buying my whole months grocery.
Satisfied with the purchase. Positive thoughts about buying in large amount with 10% of discount
and undisturbed availability throughout the month. Buying in large sum actually saves money as
companies gives some kind of discounts always when customer opts for a bulk purchase.

4. Non-Leather jacket:
Date: 2nd
July, 2015
Item Purchased: Non-leather jacket
Brand Name: STATUS QUO 198
Price: INR 3499
Information: Brown Color, Non leather, Full sleeves, long zip, pockets inside, 2 pockets outside.
Reason for the purchase: There was no reason in particular for the purchase, as it was not a
preemptive purchase. It was more of an impulsive purchase though the product placement did not
fit the usual action of impulsive buying. I had no idea that I will fall in love with this amazing
jacket which was priced at Rs.3499. I had a second thought but I couldn’t resist the thought of
buying it. It’s just that I really longed to have a nice l jacket which wasn’t made of leather, as I do
not wear leather or fur and I must say, though it was way out of my budget for that month I couldn’t
help myself but to buy it.
Fear: I was afraid about how my parents would react but that feeling was shadowed by the
excitement about wearing the jacket.
Excitement: I was truly excited to wear the jacket and go for a long ride in the highways.

5. GoodLife Milk:
Date: 5th
July, 2015
Item Purchased: Milk
Brand Name: GoodLife
Price: INR 10
Information: Tetrapack packaged, small pouch, 90days life
Reason for the purchase: I always run out of milk, and that affects my breakfast as I am a
Cornflakes fan. Buying milkon daily basis was a pain. So one of my friend suggested GoodLife
milk which can be stored till 90days. I went to Swaraj Hypermarket, and took 10 packets of
GoodLife 200 ml of the milk, which was priced Rs.10 each.Daily running out of milk and to get
rid of the pain to purchase Daily the normal Heritage Milk. The main idea was to get rid of the
pain of purchasing milk daily and heat it twice a day to keep it fresh.
Anticipation: I was looking forward to consume the milk and decide if I can have the same in the
near future with cornflakes daily.

Since the last 2 months of maintain the journal for the assignment given, a sense of consumerism
came to my mind. Before that I did not particularly considered myself as a full-fledged consumer
which fits the prefect bookish definition in marketing books.
So to construct an image of myself as a consumer, below are the listed Psychological, Economic
and Social factors that have influenced my buying behavior.
Psychological factors:
 All the products I buy should mentally satisfy me and while that happens the price does
not matter.
 From going through the journal above, it clearly states how easily I get influenced and I
am very receptive to trying out new things.
 I don’t think rationally at times and end up buying products which I don’t really require.
 I get easily motivated by external stimuli which indicate that I can be a very impulsive
buyer. I follow a model style of learning wherein whatever I adopt in life is a reflection of
what the people I look up to do.
 I’m a customer who cannot be easily persuaded.
 I’m an impulsive buyer.
 The look and feel of the product from the outside matters a lot to me.
 I’m a huge fan of good advertisements and even if the presentation is unrealistic but is
creative enough, I’m bound to be interested in the product.
 Easy customer to create brand create Brand Recall in my mind.
Economic Factors:
 As I mentioned earlier, I am a materialistic person who doesn’t hesitate to pay huge bucks
for premium brands.
 Financially I am constrained with the pocket money I receive from home, so financially
the social influence has a bigger say on my purchase patterns.
 I tend to bargain when it’s a local brand.

 There is not specific time of the month where I spend big and when I save. If I think if the
product is worth the money, I’ll go for it, even if it’s the fag end of the month.
Social Factors:
 Part of what attracts me to premium brands is the way my friends look at me when I have
them.
 I get influenced by my reference group and my family to a high level during my purchase
decision. I never shop for anything prominent or significant alone. The social groups I
follow have a huge say in what I buy.
 I usually spend a lot to gift my kin and kith on special occasions.
 I also buy products which sometimes make people come together.
My Personality according to my buying behavior:
I am a kind of person who always tries to explore something new and innovative and invest in
those kinds of products and services which are worth the purchase and serves my needs completely.
On the other side of the story, if the product is good in terms of the quality and the service, I turn
out to be a loyal customer for the years to come.

Bournvita ‘Tayyari Jeet Ki’ Advertisement Analysis
Product: Cadbury’s Bournvita
Agency/Ignitor: Ogilvy & Mather
Storyline/Campaign highlights:
TVC opens with a mother and son racing in the woods. Boy shows anger (may be of losing the
race) to her when he got himself hurt a bit in the sprint. TVC follows with a next race on a wooden
plank bridge where she again beats him. Besides, mother tells the story through VO (Voice-Over).
She says, ‘Mere bete ko jeet ki aadat tab lagegi jab woh mujhe harayega’ (My son will learn the
habit of winning when he defeats me).
They again sprinted and once again mother wins it. Then again with a VO she says, ‘Akhir adatein
na ek din mein banti hay na asani se’ (Habits are neither built in a day nor easily). The sprints are
shown then on beach, then again in the woods and son is shown continuing practicing and
desperate for a win and last one race is shown on a road where son finally beats her and again a
VO that says, ‘Toh jis din woh mujhe harayega, main jeet jaoongi’ (So the day he defeats me, I

will win). After the win, son and mother both smiled looking at each other and as she pours him a
cup of Bournvita, VO explains that only mother knows the value of good habits. TVC concludes
with the boy sprinting alone and a super reads, ‘Tayyari Jeet ki’ (Preparation to win).
My Take on Advertisement:
 TVC has a new and fresh concept as all other products including Bournvita itself tends to
stress more on the mental growth as this TVC deals with both mental and physical growth
of children. O&M did good work in bringing out this concept.
 The emotional touch that is the USP of Indian TVCs is not at all used as mother is shown
very strong to make her child win which is a good thought and resembles somewhat
practicality of life.
 Viewers mainly, parents will tend to stick to the couches to have a good complete look at
TVC; however children (the main consumer of the product) will pay no or very little
attention towards the same.
 Segmentation also is restricted to parents but a need was also there to catch the attention
of Children as they have become very particular about their demands. Still the best part of
TVC is showing other side of mother’s care towards the child.
Consumer Behavior Concepts applied:
Advertising is focused on the basis of differentiators.
 It’s a Low involvement product
 It focuses on the dormant unfilled need and Desire to achieve success in life.
 It also targeted on the psychological motives of the customer.
Segments Targeted:
a. Demographic Segmentation: Parents who want their children to win and be confident
whatsoever the situation may be because of the Competition they face. To get higher
visibility & create awareness about the product’s benefits being in the malted beverages
segment (brown health drink)
b. Psychographic Segmentation: It has targeted the attitude of an aspirer in the ad
c. Personal Analysis: I have fallen into the Psychographic segmentation i.e., aspirer who is
image oriented.
Overall my Rating for this Advertisement is 8/10.

ARTICLE REVIEW
Author(s): Gautam Talwar
Title of the Article:
Health food: How Horlicks, Boost, Complan and Bournvita fare among consumer
Year of publication: Feb 12, 2013, 05.29AM IST
Web link of the article:
http://articles.economictimes.indiatimes.com/2013-02-12/news/37059129_1_category-brand-
strength-brand-asset-valuator
Review of the Article:
The article I found on the product I did my Advertisement Analysis does a detailed study (with
internet as the platform) how Bournvita fare along with its competitors fare among consumers.
The article by Gautam Talwar published in Economic Times was titled "Health food: How
Horlicks, Boost, Complan and Bournvita fare among consumers"
A mother's greatest wish for her children might be that they always enjoy good health, but despite
her care, modern-day stresses and unhealthy lifestyles have contributed to deteriorating health of
young children. Marketers are well aware of these concerns and are developing propositions for
their brands that cater to an increasingly health-conscious audience.
Amongst the categories chosen, it was MFDs that was driving the health food segment. The
category is highly competitive with most brands such as Horlicks, Boost, Complan, and Bournvita
occupying positions in the Commitment Quadrant.
According to the article, Cadbury's Bournvita, however needs to focus on building differentiation
to gain brand strength and take the fight to the market leader. Maltova languishes in the 'Indifferent'
space, demonstrating low brand strength. It reveals that the brand has failed to establish a
compelling reason to stand out (Differentiation) and build some regard (Esteem) for itself.
Surprisingly, new market entrant Pediasure, while trailing on Brand Strength, has been very well
been accepted (high scores on Relevance) by Indian mothers. The brand has to primarily focus on
building Differentiation in order to become another key player in the segment.
The breakfast cereal category has made its presence felt but still has some catching up to do. The
category fell in the 'Curiosity' quadrant, implying that mothers see value in the category and it
might soon find a place on the breakfast table. While Kellogg's seems to be a mothers' best friend,

PepsiCo's Quaker Oats has managed to build curiosity. An interesting encounter seems to be in the
offing.
While the search for the "Healthiest" health food will continue, what remains to be seen is which
brands are topof-mind for Indian mothers, finding a place in her shopping basket. For now, the
MFD category has her attention, but she also appears willing to accept breakfast cereals and juices.
With savvy marketers already riding the 'Health' trend and many more joining the bandwagon, it
will be interesting to see if some of these brands can team up together, build strategic relationships,
and find innovative ways to expand their share of the big Indian breakfast table.
Methodology used:
 To understand the importance of this category, the research team gathered insights from
over 1,500 mothers with children in the age group of 2-17 years, through the Brand Asset
Valuator (BAV), a proprietary brand diagnostic tool of Rediffusion-Y&R. We took three
categories that define 'health' for mothers in India - malt food drinks (MFDs), juices, and
breakfast cereals.
 To understand how brands fare, the research team plotted them on the BAV health power
grid, which is a graphical representation of Brand Strength (Differentiation and Relevance)
indicating Future Potential of the brand and Brand Stature (Esteem and Knowledge)
reflecting their current strengths. The BAV revealed that the category was indeed important
for mothers as it was located in the top-right hand space—the Commitment Quadrant. The
category was well established, well understood, and extremely meaningful to them.

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