Consumer Behaviour for Purchasing FMGC Product

Running head: CONSUMER BEHAVIOUR FOR PURCHASING FMGC
PRODUCT
Consumer Behaviour for Purchasing FMGC Product
Name of the university
Name of the student
Author note

1CONSUMER BEHAVIOUR FOR PURCHASING FMGC PRODUCT
Executive summery
The purpose of this paper is to present strategic recommendations addressing the
issues of reduced customer loyalty in the case of Garneir shampoo. It has been observed that
despite having positive feedbacks from the market the company is on the verge of losing their
market share for decreased customer base. Although, there are Negative Feedbacks,
Company did not really take them seriously. At first, providing an overview of the product,
Garneir shampoo, and its potential in its market segment has been analysed. The report has
critically examined the market scenario and consumer behaviour to understand the trend
among the consumers. The five levels of making purchasing decisions has been considered as
crucial part as it help the marketers to integrate marketing strategy with that psychology. This
analysis includes different driving factors such as perception, motivation, cultural
background, family and lifestyle differences that help the organization to have an idea on
consumers purchasing decisions. According to that, logical and strategic recommendations
have been provided. As per the outcome of market analysis, this report has tried to make a
strategic approach towards framing entirely different marketing strategy for the mentioned
product.

2CONSUMER BEHAVIOUR FOR PURCHASING FMGC PRODUCT
Table of Contents
Introduction....................................................................................................................3
Overview of FMCG product: Garneir shampoo............................................................3
Critical analysis of data..................................................................................................4
Consumer behaviour theories.....................................................................................5
Purchase decision.......................................................................................................6
Recommendations..........................................................................................................8
Conclusion......................................................................................................................9
References....................................................................................................................11

3CONSUMER BEHAVIOUR FOR PURCHASING FMGC PRODUCT
Introduction
The report aims to suggest strategic recommendations for a product of FMCG sector,
which has confronted with a challenging situation regarding customer loyalty (Rishi 2013).
The proportion of repeat purchases has become surprisingly low. Management has identified
the issue as a result, of poor market research as well as have decided to conduct extensive
market analysis to understand contemporary customer behaviour in order to increase both the
sales and customer loyalty. At first, providing an overview of the product, Garneir shampoo,
and its potential in its market segment will be analysed. The report will critically examine the
market scenario and consumer behaviour to understand the trend among the consumers. This
analysis includes different driving factors such as perception, motivation, cultural
background, family and lifestyle differences that help the organization to have an idea on
consumers purchasing decisions (Srivastava 2013). According to that, logical and strategic
recommendations will be provided. As per the outcome of market analysis, this report will try
to make a strategic approach towards framing entirely different marketing strategy for the
mentioned product.
Overview of FMCG product: Garneir shampoo
Garneir is the second largest brand of L’Oreal group dealing with international hair
care and skincare ranges with availability of various sub-brands of hair care like Ultra
DOUX, Fructis, Ultra Blends and many more (www.garnierusa.com, 2018). The mission of
the brand is to provide innovative as well as affordable hair care solutions to satisfy the
requirements of both men and women. Recently, as reported, the company is collaborating
with UNICEF to serve social and environmental sustainability purposes. Their concentration
always remains on differentiating products infused with natural elements. The target audience
had widely accepted the hair care range by Garneir after its market launch largely because of