MBA404 Consumer Behaviour: Analyzing Dove Purchase Decisions

This project analyzes the consumer buying behavior behind the purchase of Dove shampoo, an FMCG product by P&G. It explores the needs and wants that drive consumers, the internal and external sources of information used, and the alternatives considered. The report also examines the attributes that satisfy consumer needs, the available purchase methods, and post-purchase behavior and satisfaction. It references academic research on consumer behavior, social media's influence, and factors affecting buying decisions to provide a comprehensive understanding of the consumer decision-making process in relation to Dove shampoo.

Consumer buying
behavior
Scholar Id:

Introduction
O Dove is a disinfected and hygienic
shampoo
O It helps to complete the
psychological requirements
O This report demonstrates the needs
and wants that motivate the
consumers
O It also evaluates the available
purchasing methods

Needs and wants that led to purchasing of FMCG product (Dove
shampoo that is the product of P&G Company)

Internal and external
sources of information

Alternatives and narrow down the attributes of the FMCG
product that satisfy the needs or wants

Analyze the available
purchase method

Analyze post-purchase behavior and satisfaction

Conclusion
O Shampoo is a daily routine practice
that is used for a hygienic purpose.
O Hair wash is a requirement that
motivates to purchase the Dove
shampoo
O Customer feedback facilities are
provided by P&G Company

References
OAkkucuk, U. and Esmaeili, J., 2016. The Impact of Brands on Consumer
Buying Behavior. International Journal of Research in Business and
Social Science (2147-4478), 5(4), pp.1-16.
OChowdhury, P.P., 2019. Role of use of Social Media on Effective Buying
Decision Process: A Study of Consumer Buying Behavior in the
Context of Bangladesh Market. Asian Journal of Management, 10(1),
pp.53-60.
OChung, N., Song, H.G. and Lee, H., 2017. Consumers’ impulsive buying
behavior of restaurant products in social commerce. International
Journal of Contemporary Hospitality Management, 29(2), pp.709-731.
OJain, V., Roy, S. and Ranchhod, A., 2015. Conceptualizing luxury
buying behavior: the Indian perspective. Journal of Product & Brand
Management, 24(3), pp.211-228.
OJohri, S., Sharma, R., Garg, A. and Jain, B., 2017. Study of the Factors
Affecting Buying and Consumption Behavior of Rural
Consumers. AAYAM: AKGIM Journal of Management, 7(2), pp.22-28.

Thank You!!!