Opinion of Head & Shoulder Shampoo Report
Added on 2022-09-05
6 Pages2532 Words30 Views
Anthropology
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I. SUMMARY OF SURVEY SAMPLE RESULTS.
This report is a summary of a survey that was conducted to gather the opinion of
taking 14 respondents who have recently bought Head & Shoulder shampoo, based
on 14 questions were been prepared.
According to the survey results, it is found that female and male consumers are
roughly equal in number, of which 9 participants belong to the age group of 26 to
40 years old and no participant is under 26 years old. All participants were not
unemployed and almost 93% had a combined household income of over $45,000.
When in processing of buying Head & Shoulder shampoo, only 1 in 14 consumers
are unaffected by others in purchasing shampoo. The rest were looking for
information externally. In which, the decisions of 36% of participants are influenced
by the community leader or an expert and 21.5% are influenced by peers.
Based on consumer perceptions, before purchasing Head & Shoulder shampoo, the
sample product survey data suggests that almost 65% of participants chose a
shampoo brand which aligns with their values and beliefs rather than simply
focusing on the particular stimulus.
As for consumers' attitudes towards buying Head & Shoulders, there are 6
consumers purchased Head & Shoulder shampoo to maintain confidence in
themselves and 4 individuals said that this product makes them happy and to also
reaffirm their opinion. However, no one has bought to improve the way others see
them.
When asked about psychological needs, 28.57% of people agree that Head &
Shoulder shampoo satisfies their basic needs, and also 28.57% of participants think
that the product makes their lives more convenient. But when asked about the
hypothesis that if the product threatens health or has illegal activity, 35.71% of the
participants said they would stop buying this shampoo. Even so, there are 3 out of
14 people, who are die-hard fans, said they will not change to another shampoo.
According to 21.43% of the participants, they are the ones who influence the
decision to buy shampoo in the household, and 35.71% are the users, the rest play
different roles in the purchasing decision.
The survey data has shown that there are 9 participants who want to belong to a
particular reference group and a certain social rank within an immediate circle of
peers, while 2 people disagree to be in that group by purchasing this product.
Next question, approximately one-third of survey respondents fairly answered
neither agree nor disagree that cultural elements are the main reason for purchasing
Head & Shoulder shampoo. While cultural elements such as Norms, Values, and
Artifacts which got more than half of the participants agree, cultural elements
Symbols and Rituals have almost equal numbers of people agreeing and disagreeing.
This report is a summary of a survey that was conducted to gather the opinion of
taking 14 respondents who have recently bought Head & Shoulder shampoo, based
on 14 questions were been prepared.
According to the survey results, it is found that female and male consumers are
roughly equal in number, of which 9 participants belong to the age group of 26 to
40 years old and no participant is under 26 years old. All participants were not
unemployed and almost 93% had a combined household income of over $45,000.
When in processing of buying Head & Shoulder shampoo, only 1 in 14 consumers
are unaffected by others in purchasing shampoo. The rest were looking for
information externally. In which, the decisions of 36% of participants are influenced
by the community leader or an expert and 21.5% are influenced by peers.
Based on consumer perceptions, before purchasing Head & Shoulder shampoo, the
sample product survey data suggests that almost 65% of participants chose a
shampoo brand which aligns with their values and beliefs rather than simply
focusing on the particular stimulus.
As for consumers' attitudes towards buying Head & Shoulders, there are 6
consumers purchased Head & Shoulder shampoo to maintain confidence in
themselves and 4 individuals said that this product makes them happy and to also
reaffirm their opinion. However, no one has bought to improve the way others see
them.
When asked about psychological needs, 28.57% of people agree that Head &
Shoulder shampoo satisfies their basic needs, and also 28.57% of participants think
that the product makes their lives more convenient. But when asked about the
hypothesis that if the product threatens health or has illegal activity, 35.71% of the
participants said they would stop buying this shampoo. Even so, there are 3 out of
14 people, who are die-hard fans, said they will not change to another shampoo.
According to 21.43% of the participants, they are the ones who influence the
decision to buy shampoo in the household, and 35.71% are the users, the rest play
different roles in the purchasing decision.
The survey data has shown that there are 9 participants who want to belong to a
particular reference group and a certain social rank within an immediate circle of
peers, while 2 people disagree to be in that group by purchasing this product.
Next question, approximately one-third of survey respondents fairly answered
neither agree nor disagree that cultural elements are the main reason for purchasing
Head & Shoulder shampoo. While cultural elements such as Norms, Values, and
Artifacts which got more than half of the participants agree, cultural elements
Symbols and Rituals have almost equal numbers of people agreeing and disagreeing.
II. ANALYSIS OF THE SAMPLE SURVEY’S KEY FINDINGS.
The analysis results of the survey data are analysed in this section to determine the
influence of the main factors on the consumer's buying behaviour of Head &
Shoulder shampoo such as individual and culture factors, motivation, consumers'
perception and attitudes.
Individual factors that play a great role in influencing on consumer’s buying
behaviour include household income, age, occupation and gender. The results
showed that the number of respondents is 50% female and 42.86% male. This data
reveals that the company's products are gender-neutral shampoo, appealing to
both men and women. However, out of 14 respondents, only 5 decider or influencer
the purchase of this shampoo, so it is not possible to confirm whether the product
meets the needs of different genders or not. The survey data suggests that Head &
Shoulder shampoo is not yet appealing to people under the age of 26 as 100% of
the participants were aged 26 or older. They are not unemployed with household
income (92.86%) of $45,000 or more, so they can afford to buy this shampoo even
though it's not as cheap as others like Coles brand.
Social factors and cultural factors also strongly influence on customer behaviour. It
has such a normal and automatic impact on consumer behaviour that it is often
overlooked, nor do we know how culture influences our actions, until we come face
to face with people who have different cultural values or customs (Schiffman &
Kanuk, 2000). Social factors include families and reference groups, while cultural
factors include buyer’s cultural elements and social class.
Every individual has a certain number of people around them that influence them
in any way. The reference group consists of people with whom the individual
compares himself (Prachi Juneja 2021). Indeed, in this survey, participants were
asked questions related to social factors and 92.86% of buyers were influenced by
the people around them. Furthermore, 64% of people want to belong to a particular
reference group and a certain social rank within an immediate circle of peers. It
shows that the buyers are very interested in the reviews of the reference groups for
this shampoo. Therefore, to understand consumer behaviour, an understanding of
how groups work is essential.
In order to understand how the influence of culture factors is, the question about
the level of agreement and disagreement with the impacts of cultural elements on
the purchase decision was established in the survey. While not many, only about
35% of consumers agree that Symbols and Rituals are an important factor in their
decision to purchase Head & Shoulder shampoo. But it also shows that consumers
are interested in the symbolic meaning of the product and the value of a ritual. In a
recent study by a group of researchers at Harvard University the value of a ritual
The analysis results of the survey data are analysed in this section to determine the
influence of the main factors on the consumer's buying behaviour of Head &
Shoulder shampoo such as individual and culture factors, motivation, consumers'
perception and attitudes.
Individual factors that play a great role in influencing on consumer’s buying
behaviour include household income, age, occupation and gender. The results
showed that the number of respondents is 50% female and 42.86% male. This data
reveals that the company's products are gender-neutral shampoo, appealing to
both men and women. However, out of 14 respondents, only 5 decider or influencer
the purchase of this shampoo, so it is not possible to confirm whether the product
meets the needs of different genders or not. The survey data suggests that Head &
Shoulder shampoo is not yet appealing to people under the age of 26 as 100% of
the participants were aged 26 or older. They are not unemployed with household
income (92.86%) of $45,000 or more, so they can afford to buy this shampoo even
though it's not as cheap as others like Coles brand.
Social factors and cultural factors also strongly influence on customer behaviour. It
has such a normal and automatic impact on consumer behaviour that it is often
overlooked, nor do we know how culture influences our actions, until we come face
to face with people who have different cultural values or customs (Schiffman &
Kanuk, 2000). Social factors include families and reference groups, while cultural
factors include buyer’s cultural elements and social class.
Every individual has a certain number of people around them that influence them
in any way. The reference group consists of people with whom the individual
compares himself (Prachi Juneja 2021). Indeed, in this survey, participants were
asked questions related to social factors and 92.86% of buyers were influenced by
the people around them. Furthermore, 64% of people want to belong to a particular
reference group and a certain social rank within an immediate circle of peers. It
shows that the buyers are very interested in the reviews of the reference groups for
this shampoo. Therefore, to understand consumer behaviour, an understanding of
how groups work is essential.
In order to understand how the influence of culture factors is, the question about
the level of agreement and disagreement with the impacts of cultural elements on
the purchase decision was established in the survey. While not many, only about
35% of consumers agree that Symbols and Rituals are an important factor in their
decision to purchase Head & Shoulder shampoo. But it also shows that consumers
are interested in the symbolic meaning of the product and the value of a ritual. In a
recent study by a group of researchers at Harvard University the value of a ritual
behaviour value was tested by creating a simple ritual for unwrapping chocolate
compared to just allowing people to eat the chocolate. The experiment showed
that not only did the person eating the chocolate think it tasted better after
performing the ritual, they were also willing to pay more (Brand & Communications,
Insight Methods, 2015). Consumers often determine their behaviour based on
social norms and the behaviour of others, and learned values and customs also
guide consumer behaviour. Therefore, other cultural elements which have
agreement up to 71.43% including Norms (71.43%), Values (50%) and Artifacts
(50%). The above data reveals that creating products that match the social norms
and cultural values of the target audience will help attract a lot of consumers.
Without an understanding of culture, marketers are not really even speaking the
right language to the consumers they want to target. Even if the words, grammar,
and pronunciation are correct, the meaning will be off (Andrea Niosi, A. and
BCcampus, 2021).
Each consumer may have a different perception of Head & Shoulder shampoo based
on: selective attention, selective distortion and selective retention (Kotler, 2002).
The number of survey participants choosing a shampoo by finding information
according to their values and beliefs accounted for 64.29%, which shows that when
consumers receive information that is not consistent with their personal feelings or
beliefs, instead of only paying attention to a particular stimulus (35.71%) which is
selective attention, they use selective distortion. For example, when buyers see an
advertisement for a cheap shampoo, they will distort the information to fit their
view that "cheap is not always good". This distortion essentially reduces the effect
of advertising on the individual (Pride & Ferrell 2000).
Motivation drives consumer make a decision in purchasing when they have needs
that need to be satisfied. According to Maslow's (1968), the main needs that people
will deal with first are basic needs and security needs, then there are secondary
needs such as psychological needs. Indeed, the question regarding consumer
motivation to buy Head & Shoulder shampoo showed that 12 out of 14 participants
answered that the reason for purchasing the product was to satisfy their basic need.
Consumer attitudes are a composite of a consumer’s beliefs about, feelings about
and behavioural intentions toward some object (Lars Perner, 2021). The survey
results showed that 78.57% of participants will stop buying products when they lose
trust in brand image for reasons such as involving in a health scare, having unethical
activities, however the remaining 21.43% do not stop buying this shampoo because
they have faith in it. So when the brand image is good, the consumer's attitude will
be higher. Besides, 6 out of 14 feel about this shampoo will bring them self-
confidence, the rest of 14 feel it will help them be happy and assert themselves. It
can be seen that consumers' feeling about the product has influenced their
purchasing behaviour.
compared to just allowing people to eat the chocolate. The experiment showed
that not only did the person eating the chocolate think it tasted better after
performing the ritual, they were also willing to pay more (Brand & Communications,
Insight Methods, 2015). Consumers often determine their behaviour based on
social norms and the behaviour of others, and learned values and customs also
guide consumer behaviour. Therefore, other cultural elements which have
agreement up to 71.43% including Norms (71.43%), Values (50%) and Artifacts
(50%). The above data reveals that creating products that match the social norms
and cultural values of the target audience will help attract a lot of consumers.
Without an understanding of culture, marketers are not really even speaking the
right language to the consumers they want to target. Even if the words, grammar,
and pronunciation are correct, the meaning will be off (Andrea Niosi, A. and
BCcampus, 2021).
Each consumer may have a different perception of Head & Shoulder shampoo based
on: selective attention, selective distortion and selective retention (Kotler, 2002).
The number of survey participants choosing a shampoo by finding information
according to their values and beliefs accounted for 64.29%, which shows that when
consumers receive information that is not consistent with their personal feelings or
beliefs, instead of only paying attention to a particular stimulus (35.71%) which is
selective attention, they use selective distortion. For example, when buyers see an
advertisement for a cheap shampoo, they will distort the information to fit their
view that "cheap is not always good". This distortion essentially reduces the effect
of advertising on the individual (Pride & Ferrell 2000).
Motivation drives consumer make a decision in purchasing when they have needs
that need to be satisfied. According to Maslow's (1968), the main needs that people
will deal with first are basic needs and security needs, then there are secondary
needs such as psychological needs. Indeed, the question regarding consumer
motivation to buy Head & Shoulder shampoo showed that 12 out of 14 participants
answered that the reason for purchasing the product was to satisfy their basic need.
Consumer attitudes are a composite of a consumer’s beliefs about, feelings about
and behavioural intentions toward some object (Lars Perner, 2021). The survey
results showed that 78.57% of participants will stop buying products when they lose
trust in brand image for reasons such as involving in a health scare, having unethical
activities, however the remaining 21.43% do not stop buying this shampoo because
they have faith in it. So when the brand image is good, the consumer's attitude will
be higher. Besides, 6 out of 14 feel about this shampoo will bring them self-
confidence, the rest of 14 feel it will help them be happy and assert themselves. It
can be seen that consumers' feeling about the product has influenced their
purchasing behaviour.
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