Consumer Behavior in Haircare Industry - Speech or Presentation Example

Hair Care Industry: Consumer Behavior Introduction There has been a rapid growth in the hair care products market. Such states like Western Europe and Saudi Arabia have experienced great transformations on their economy as a result of the best outcomes from the hair care market. The market has recently been saturated by a surplus of products that allow customers to fully modify their hair in the most effective ways. More than half of the global consumers treat hair care as an important part of their beauty regime. Majority of the consumers are concerned by a wide range is matters connected to hair care, which range from greasy hair to dandruff. Hair has been perceived as a visual representative of attitudes for many consumers. It represents their values and heritages. Shampoos, hair oils, conditioners among other segment the hair care market. Loyalty by customers towards this industry has not yet been established to its potential. Marketing skills and the technical expertise are the key determinants towards the growth of a company. The air care industry employs many unskilled personnel which d not provides the adequate information about different products for customers. Lack of information regarding such products like the hair oils may drive the customers away and therefore pose a great challenge to the growth of the company. Consumer confusion is another key problem in the hair care industry. Customers get confused of their choice of products. The production of different types of hair oils and other hair care products have rendered much confusion to the consumers. Lack of the adequate marketing skills would therefore not solve the confusion problems in consumers. Availability of the market problems may lead to certain consumer behaviors. A consumers’ behavior is inconsistent and can change from situation to situation and from place to place. They would go different ways in order to satisfy their needs depending on their social, economic and cultural backgrounds. The extend of the consumer understanding of the hair care products, possessed by the industry determines the industry efficiency with which it operates. The advertisement problem brings in a great challenge to the customer. A well demonstrated advertisement can be very effective in controlling the customer attitudes towards a product. Customer’s moods of purchase depend on the convincing power of the advertisement. Communication of a new hair care product in the market can cause customer confusion. If customers are used to a specific product, the introduction of a new product would confuse them in the place of no clear information regarding the product. For example, in the study on shampoo, the customers’ perception on the different features of shampoos varies according to the product price, packaging, quantity, availability and the environment in which they are produced. This is greatly affecting the sale of shampoos. Customers exhibit many lifestyles. Their product interests are influenced by their specific lifestyles. Goods consumed by a specific group of individuals express their lifestyles. This calls for more segmentation of markets as per the consumer lifestyles. As a customer behavior, customers would only go for specific products. If the product has interested them before or if it has served them well, they definitely go for the same product. Marketing of new products from the hair care industry therefore becomes a real problem. On the other hand, Product supporters are found to greatly influence the consumers’ decision on a product. As demonstrated in the survey comparing two ads from Amla Hair Oil, . It is revealed that consumers would greatly respond to an advert that has a representative from their ethnicity. As a result of this, it is found clear that the source of a product would highly determine the decision of the customer towards a product. Product from other ethnic societies may not win adequate loyalty from consumers. On conducting their advertisements, hair care industries should associate their products with endorsers from the same ethnicity with the targeted customers. Personality affects individual consumption of many goods. For example, an aggressive personality may the choice of ostentatious products. Customers would select commodities according to their personality. The advertising problem can result to such consumer behaviors whereby, the convincing information about the quality of products does not affect the customer choice. If advertisers do not skillfully conduct the exercise; the customer interest towards a product would not be influenced by the advertisement but by their own personality. Lack of loyalty in consumers can drive them to the product substitutes. If the company does not conduct its factions in an effective manner to win the consumer loyalty, consumers get confused of the available products and move to the substitutes. Product marketing and promotions serves a great purpose in attitude formation for consumers. A fully campaign on a specific product should include the consumer participation. This allows the consumer to develop his/her experience with the product and therefore give them an opportunity to develop a positive attitude towards the product. Making the low involvement Saudi consumer our target market, the product campaigns should provide free samples to the customers. This would allow them try out the product and build their confidence in it. The customer is hoped to stick to using the product if he finds it’s satisfactory. Additionally, product campaigns should involve customer participation (Solomon and Michael 32). Customers should also be involved in advertising as way of developing his/ her experience with the product. If the customer is somewhat experienced with the substance, he/she obtains the potential of building a positive attitude towards the product. We need make an identity on our products. This would be essential to distinguish the product from any substitute. If customers have fully identified the brand benefit, substitutes in the industry may interrupt their confidence. A specific distinctive character within the brand would be very essential for the maintenance of customers. This holds the customers who have already developed their confidence in our products. Customer loyalty and trustworthiness is very vital within the industry. Additionally, Nostalgia can be an effective marketing strategy. In this case, people’s past experiences are connected to the new products on market to influence the customer decision. If a specific substance had been good to some people, its re-introduction to the market would draw people’s emotions. Is an item is associated with a certain pleasing experience of a person; the associated person is more like to develop a positive attitude towards the substance. The hair care industry uses such nostalgic expressions like “natural”. Such expressions are hoped to greatly influence the low involvement Saudi consumer to purchasing their products. The customer would try to imagine the beauty and the refreshing character of nature. These expressions towards the nature character serves to develop an attitude towards the product (Solomon and Michael 35). The growth of the hair care industry can be facilitated through the industry understanding of its market problems and establishing relevant strategies that would make up the solutions to their problem. Lack of adequate marketing skills and the technical expertise are the key issues in their market. While these greatly affect the customers’ decision on purchasing the commodity, it serves to decrease the amount of sales experienced by the company. Insufficient information, caused by poor marketing, can shift the purchasing effects of the customers to other products while it can also allow customers’ personalities determine their choice of products. On the implementation of such suggested approaches, the hair care industry can show some improvement of their market. Solution to the identified market problems can restore and improve the customer loyalty and assist in obtaining new customers for specific products. The industry should not allow its customers move out for substitutes but should establish an identity of quality in its products. Advertisements are very effective in drawing the attention of a customer towards a specific product in the midst of others. Work cited Solomon, Michael R. Consumer Behavior: Buying, Having, and Being. Delhi, India: Pearson Education (Singapore) Pte. Ltd, 2004. Print. Read More