Consumer Behavior Study on Dove Shampoo

This research aims to study the fundamentals of consumer behavior and the psychological factors that affect consumer buying behaviors. The product chosen for the research is Dove shampoo, which is one of the most common hair products in the market. The instrument of research would be a questionnaire, which comprises of questions on attitudes, perceptions, habits, preferences and lifestyles of the customer. Accordingly, data has been gathered from 15 consumers of Dove which has then been analyzed through graphical representations. The data has then been examined to gain insight into consumer behavior and to identify the motivating factors for buyers of Dove shampoo.

Running head: CONSUMER BEHAVIOR
Consumer behavior
Name of the student:
Name of the university:
Author note:

1CONSUMER BEHAVIOR
Executive summary
The aim of this research is to study the fundamentals of consumer behavior and the
psychological factors that affect consumer buying behaviors. The product chosen for the
research is Dove shampoo, which is one of the most common hair products in the
market. The instrument of research would be a questionnaire, which comprises of
questions on attitudes, perceptions, habits, preferences and lifestyles of the customer.
Accordingly, data has been gathered from 15 consumers of Dove which has then been
analyzed through graphical representations. The data has then been examined to gain
insight into consumer behavior and to identify the motivating factors for buyers of Dove
shampoo.

2CONSUMER BEHAVIOR
Table of Contents
Aims for the research.........................................................................................................3
Instrument of survey..........................................................................................................3
Selection of participants.....................................................................................................5
Accumulation of data obtained..........................................................................................5
Analysis of data obtained and key findings.......................................................................8
References:......................................................................................................................12
Appendices:.....................................................................................................................13

3CONSUMER BEHAVIOR
Aims for the research
The main purpose of conducting this research is to understand and gain insight
into the various motivating factors that determine consumer buying behavior and
preferences. The FMCG product chosen for the research is Dove shampoo, which is
one of the most commonly used hair products in the international market. The following
report studies the various reasons why consumers choose Dove other shampoo brands.
Instrument of survey
The instrument of survey chosen for this research is a questionnaire. A
questionnaire has been prepared keeping in mind a few factors like customer
perception, attitudes, culture, family, lifestyle, individual and group preferences and
motivating factors. The questionnaire is as follows:
1. How do you select your hair products?
a) Based on price
b) Based on quality
c) Based on advertisement
d) Based on recommendations
2. How satisfied are you with Dove?
a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very dissatisfied
3. How often do you use Dove?
a) Daily
b) Once in a week
c) Twice in a week

4CONSUMER BEHAVIOR
d) Thrice in a week
4. Do you agree that Dove is one of the best hair products in the market?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
5. Would you recommend Dove to your friends and acquaintances?
a) Yes
b) No
6. Which factor about Dove motivates you to buy the product?
a) Price
b) Packaging
c) Promised results
d) Quantity
7. Is the brand name, “Dove” a motivating factor?
a) Yes
b) No
8. Do you agree that your whole family can use Dove as a product?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
9. Do you agree that Dove marketing is effective?

5CONSUMER BEHAVIOR
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
10. Do you agree that Dove goes with your lifestyle?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Selection of participants
15 consumers of Dove were selected for the survey. The data obtained from their
questionnaires would be evaluated to understand the customer buying behavior or
decision making process.
Accumulation of data obtained
Question 1
SURVEY CHOICES NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Based on price 8 53.33%
Based on quality 4 26.67%
Based on advertisements 2 13.33%
Based on
recommendations
1 6.67%
(Table 1: Customer decision making process)
Question 2
SURVEY CHOICES NUMBER OF
RESPONDENTS
% OF RESPONDENTS

6CONSUMER BEHAVIOR
Very satisfied 9 60%
Satisfied 3 20%
Neutral 1 6.67%
Dissatisfied 1 6.67%
Very dissatisfied 1 6.67%
(Table 2: Satisfaction level of Dove users)
Question 3
SURVEY CHOICES NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Daily 2 13.33%
Once a week 2 13.33%
Twice a week 9 60%
Thrice a week 2 13.33%
(Table 3: Frequency of Dove usage)
Question 4
SURVEY CHOICES NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Strongly agree 8 53.33%
Agree 5 33.33%
Neutral 1 6.67%
Disagree 1 6.67%
Strongly disagree 0 0
(Table 4: Customer perception about Dove’s market position)
Question 5
SURVEY CHOICES NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Yes 13 86.67%
No 2 13.33%
(Table 5: Dove’s brand loyalty)
Question 6
SURVEY CHOICES NUMBER OF % OF RESPONDENTS

7CONSUMER BEHAVIOR
RESPONDENTS
Price 7 46.67%
Quantity 2 13.33%
Packaging 3 20%
Promised results 3 20%
(Table 6: Motivating factors for Dove consumers)
Question 7
SURVEY CHOICES NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Yes 12 80%
No 3 20%
(Table 7: Brand positioning of Dove)
Question 8
SURVEY CHOICES NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Strongly agree 1 6.67%
Agree 10 66.67%
Neutral 2 13.33%
Disagree 1 6.67%
Strongly disagree 1 6.67%
(Table: Dove’s individual and group preferences)
Question 9
SURVEY CHOICES NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Strongly agree 8 53.33%
Agree 5 33.33%
Neutral 0 0
Disagree 1 6.67%
Strongly disagree 1 6.67%
(Table: Effectiveness of Dove’s marketing strategy)
Question 10

8CONSUMER BEHAVIOR
SURVEY CHOICES NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Strongly agree 1 6.67%
Agree 4 26.67%
Neutral 8 53.33%
Disagree 1 6.67%
Strongly disagree 1 6.67%
(Table: Dove’s compatibility with culture and lifestyle)
Analysis of data obtained and key findings
On evaluation of the data obtained, it can successfully be asserted that Dove is
indeed one of the most popular hair products in the market and that customers are more
inclined towards this product than others. In the first question, an attempt has been
made to study the customer buying decision process in case of hair products. 53.33 %
customers answered that they chose their products based on price. As a matter of fact,
pricing strategy is one of the most important factors affecting customer decisions (Nagle
and Muller 2017). For instance, customers with higher income levels would prefer
products with high pricing strategies while low income consumers would try to purchase
medium quality products within a fixed budget. On the other hand, 26.67 % customers
stated that they would choose hair products based on quality. Of course, the quality of
the product would determine the customer’s buying preferences. To sum up, it can be
said that a majority of customers choose products based on price.
The second question shows that a majority of customers using Dove are satisfied
with the quality of product and service offered to them. 60 % customers voted that they
were extremely satisfied with the product offered by Dove. This is largely because Dove
follows a strictly regulated manufacturing process with regular quality checks to assure
the customers of top quality products. 20 % customers seemed more or less satisfied
with the product. Only about 6.67 % of the customers seemed either neutral to the
factor or were dissatisfied with the product. It must be remembered that customer
satisfaction rates are subjective and prone to the user’s personal choices and
preferences. The third question established the frequency at which users of Dove used

9CONSUMER BEHAVIOR
the hair product. 60 % customers stated that they used the product twice weekly, which
is the average rate for shampoo users. 2 customers or 13.33 % of the respondents
responded that they used the product on a daily basis. Suffice to say, Dove has a high
sales rate in the market amidst the FMCG products because of the frequency at which
the need for the product arises.
In the fourth question, the researched attempted to get the customers’
perceptions about the market position of Dove. As it was seen, 53.33 % customers
strongly agreed with the fact that Dove is one of the best hair products in the market
whereas 33.33 % customers merely agreed with the same. Only 6.67 % customers
seemed to disagree with the statement. Once again it must be asserted that the market
position of a company, from a customer’s point of view, would be subject to personal
opinions and preferences (Yi and Gong 2013). On the whole, it can be admitted that
Dove certainly has a favorable position in the market. Most customers consider the
brand to be a strong forerunner in the field of shampoo and hair products. As such, it
can be affirmed that Dove has successfully established itself as a name to be reckoned
with in the market. This favorable position of Dove in the market is probably one of the
main reasons for its high sales rates.
In the fifth question, the researcher asked the survey participants if they would
recommend the brand to their friends and acquaintances. 86.67 % customers answered
in the affirmative while the remaining 13.33 % seemed to hesitate. The customers who
would not recommend Dove to others could have a negative impression of the company
based on some personal poor experiences. However, a majority of the customers would
recommend the brand, thus showing its high customer retention rates. Dove is intent on
not only luring in more customers but also establishing strong and long lasting
relationships with its existing customers. This paves the way for customer retention and
brand loyalty. Since more and more customers are willing to recommend the brand to
their known ones, it also facilitates word of mouth advertising which would reflect
positively on the revenue outcome of the company (Blazevic et al. 213).
In the sixth question, the researcher wanted to find out what attribute of Dove mostly
attracted customers. 46.67 % customers opined that it was the brand’s pricing strategy

10CONSUMER BEHAVIOR
that attracted the most number of customers. Dove follows a medium pricing strategy
that allows both medium and high income categories of the target market to choose the
product. It has a range of shampoos, all of which have a similar pricing strategy. 20 % of
the customers stated that Dove’s packaging has a favorable impact on their buying
decision. Dove, with its pristine white packaging on most shampoos and other products,
has created a favorable image in the market. It has a unique packaging which
distinguishes the brand from the other companies. 20 % of the customers stated that it
was the promised results by the brand that motivated them to try it. Dove, in its
extravagant advertisements, claims to fix all hair problems for both men and women and
also promises to provide long, silky and lustrous hair with regular use. Promise of such
results tends to create a long lasting positive impression on customers.
In the seventh question, the researcher wanted to gain insight into the brand
positioning for Dove. 80 % customers stated that the brand name of Dove was a major
motivating factor for them, while 20 % claimed that they were willing to try on other
brands as well. Accordingly, it can be affirmed that most customers tend to have brand
preferences while purchasing any goods (Rani 2014). It has been found that brand
image and advertising plays a crucial role in customer buying behavior (Malik 2013).
This could be based on past experiences, recommendations or simply brand loyalty. For
some customers, companies which have established themselves as competent in the
industry would be the first choice as compared to a company which has poor brand
positioning (Solomon et al. 2014). As such, the survey shows that Dove certainly has a
high brand positioning (Hjort et al. 2013). At least 80 % customers believe that the name
is enough to trigger a buying decision. In the eighth question, the customer wanted to
test the individual and group preferences of Dove. Most customers tend to have
individual and group preferences for products (Tingchi Liu et al. 2013). 66.67 %
customers agreed that Dove could be used as a standard hair product for the whole
family. This affirms the assumption that Dove is a family product, which is compatible
with most consumers and their tastes and therefore can be purchased as staple hair
products for the whole family. 6.67 % customers disagreed however and stated that
individual members within a family have individual preferences and might use different
products.

11CONSUMER BEHAVIOR
In the ninth question, the customers were asked if they believed Dove had a
strong marketing strategy. The results shown above affirm the hypothesis that Dove
does indeed have a very strong and well developed marketing and advertising strategy.
53.33 % and 33.33 % customers agreed that the marketing strategy of Dove was
effective and influential as far as customer behavior was concerned. Only 6.67
%customers disagreed and did not believe that the marketing strategy of Dove was
impressive enough. However, a majority of customers disagree and assert that Dove
has robust advertising campaigns and marketing campaigns which reflect favorably on
the company. As one of the leading healthcare and hygiene products, Dove ensures
that a positive image is created in the market. This is because promotional and
advertising campaigns play a key role in customer buying behavior (Chakraborty et al.
2013) The marketing strategies are directed at the target audience, which usually
comprises of men and women between the ages of 20 to 45. In the final question, the
researcher wanted to study the impact of Dove products on the lifestyle of customers.
This question showed 53.33 % customers were neutral to this factor and did not believe
Dove had any impact or relation with their lifestyles.
In conclusion, it can be said that Dove is indeed one of the top hair care products
in the market. It is one of the leading brands in the personal hygiene and shampoo
industry and its effective marketing strategies and advertising campaigns are
responsible for that. It can also be said that pricing strategies and quality are the top
motivating factors for consumers using Dove. Moreover, these consumers of Dove are
loyal to the brand and are likely to recommend the brand or indulge in word of mouth
advertising which would work in favor of Dove.

12CONSUMER BEHAVIOR
References:
Blazevic, V., Hammedi, W., Garnefeld, I., Rust, R.T., Keiningham, T., Andreassen,
T.W., Donthu, N. and Carl, W., 2013. Beyond traditional word-of-mouth: an expanded
model of customer-driven influence. Journal of Service Management, 24(3), pp.294-
313.
Chakrabortty, R.K., Hossain, M.M., Farhad, M., Azad, H. and Islam, M.J., 2013.
Analysing the effects of sales promotion and advertising on consumer’s purchase
behaviour. World, 3(4).
Hjort, K., Lantz, B., Ericsson, D. and Gattorna, J., 2013. Customer segmentation based
on buying and returning behaviour. International Journal of Physical Distribution &
Logistics Management, 43(10), pp.852-865.
Malik, M.E., Ghafoor, M.M., Iqbal, H.K., Ali, Q., Hunbal, H., Noman, M. and Ahmad, B.,
2013. Impact of brand image and advertisement on consumer buying behavior. World
Applied Sciences Journal, 23(1), pp.117-122.
Nagle, T.T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to growing
more profitably. Routledge.
Rani, P., 2014. Factors influencing consumer behaviour. International journal of current
research and academic review, 2(9), pp.52-61.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R.,
2014. Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.
Tingchi Liu, M., Brock, J.L., Cheng Shi, G., Chu, R. and Tseng, T.H., 2013. Perceived
benefits, perceived risk, and trust: Influences on consumers' group buying
behaviour. Asia Pacific Journal of Marketing and Logistics, 25(2), pp.225-248.
Yi, Y. and Gong, T., 2013. Customer value co-creation behavior: Scale development
and validation. Journal of Business Research, 66(9), pp.1279-1284.

13CONSUMER BEHAVIOR
Appendices:
Question 1
Based on price
Based on quality
Based on advertisements
Based on recommendations
0 1 2 3 4 5 6 7 8
% OF RESPONDENTS
NUMBER OF
RESPONDENTS
(Figure 1: Customer decision making process)
Question 2
Very satisfied
60%Satisfied
20%
Neutral
7%
Dissatisfie
d
7%
Very dissatisfied
7%
CUSTOMER SATISFACTION
(Figure 2: Satisfaction level of Dove users)
Question 3

14CONSUMER BEHAVIOR
Daily Once a week Twice a week Thrice a
week
0
1
2
3
4
5
6
7
8
9
USAGE FREQUENCY
NUMBER OF
RESPONDENTS
% OF RESPONDENTS
(Figure 3: Frequency of Dove usage)
Question 4
53%
33%
7% 7%
NUMBER OF RESPONDENTS
Strongly agree Agree Neutral
Disagree Strongly disagree
(Figure 4: Customer perception about Dove’s market position)
Question 5

15CONSUMER BEHAVIOR
NUMBER OF RESPONDENTS % OF RESPONDENTS
0
2
4
6
8
10
12
14
16
BRAND LOYALTY
Yes No
(Figure 5: Dove’s brand loyalty)
Question 6
Price
Quantity
Packaging
Promised
results
0 1 2 3 4 5 6 7 8
NUMBER OF
RESPONDENTS
% OF RESPONDENTS
(Figure 6: Motivating factors for Dove consumers)
Question 7

16CONSUMER BEHAVIOR
NUMBER OF RESPONDENTS % OF RESPONDENTS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No
Yes
(Figure 7: Brand positioning of Dove)
Question 8
Strongly agree
7%
Agree
67%
Neutral
13%
Disagree
7%
Strongly disagree
7%
NUMBER OF RESPONDENTS
(Figure 8: Dove’s individual and group preferences)
Question 9

17CONSUMER BEHAVIOR
53%
33%
7%
7%
NUMBER OF RESPONDENTS
Strongly agree Agree Neutral
Disagree Strongly disagree
(Figure 9: Effectiveness of Dove’s marketing strategy)
Question 10
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 1 2 3 4 5 6 7 8
% OF RESPONDENTS
NUMBER OF
RESPONDENTS
(Figure 10: Dove’s compatibility with culture and lifestyle)