Product portfolio of Ariel brand can be explained in the following manner. Ariel Excel Gel The product is designed for low temperature cleaning. Unique design of the bottle and innovative gel formulae of the product give user the opportunity to wash cloths with high precision. The gel gets dissolve very easily in water hence solvency rate increases. The detergent is able to remove various types of stains such as tomato sauce, dirt, chocolate etc from cloths. Ariel Powder Ariel Powder is designed to give brilliant cleaning in every wash. The detergent can wash coloured garments without causing harm to fabrics of garment. The detergent should be dosed directly on the cloth by taking water as surfactant. Ariel Excel Liquitabs Ariel Excel Liquitabs is able to remove stains such as oil, tar, grease etc. The product should be dosed in the lower drawer of Washing Machine. Ariel Tablets Ariel Tablets provides convenience of using to users. The product has been developed in order to get brilliant wash from smallest possible dose. (Source: Ariel, 2012) Cognitive Response The study will be incomplete if it misses the opportunity to explain role of consumer behaviour on purchasing detergent product. Personality Psychoanalytical theory proposed by Sigmund Freud states that human personality depends on different variables such as id (biological need driven gratification), ego (conflict between hedonistic requirement of id and ethical constraint of superego) and superego (behaviour backed by social responsibility). Many consumers show boycotts to non eco friendly products in order to show their environmental concern. These customers prefer “ethical consumption” in order to maintain environmental sustainability (Arnould, Price, and Zinkhan, 2004). Foxall et al. have divided motivation in to six components such as social needs, physiological needs, cognitive needs, symbolic needs, experiential needs and hedonic needs in order to explain customer demand (Foxall, Goldsmith, and Brown, 2005). Customers purchase Ariel detergent in order to satisfy their daily household needs hence purchase behaviour is more driven by id aspect in contrast to other elements of psychoanalytic theory. Detergent purchase behaviour of customer can be briefed in the following manner. (Source: Egyankosh, 2005) Self-Concept People purchase detergent as daily household item hence they do not spend much time on pre purchase decision. Self consciousness plays very small role in purchasing decision. Brand conscious customers purchase Ariel due to the brand name of Procter & Gamble. Many customers purchase Ariel with an intention to satisfy self esteem. Psychographics VALS or “Value and Lifestyle” framework has divided consumers into four segments such as “Actulizers” (Customers spending large sum of money on purchasing in order to show taste and attitude), Fulfilled (Customers purchasing product after doing rigorous background research), Believers (purchasing product in order to satisfy traditional family value) and Strivers (Customers purchasing low priced but stylish products) (Young and Pagoso, 2008, p. 116). Study shows that believers play significant role in purchasing detergent. Believers prefer well known brands hence they choose Ariel over unknown local brands (Ferrell and Hartline, 2008, pp. 173-174). Involvement Detergent is a low involvement product because customers do not require huge financial resources to purchase it (De Mooij, 2005, p.