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Surf Excel - Final

This document discusses consumer motivation and attitudes towards the detergent brand Surf Excel. It outlines the process consumers go through from having unfulfilled needs to clean clothes to purchasing Surf Excel and achieving tension reduction. Television media has the strongest influence on consumer perceptions of Surf Excel. While some consumers switch brands or delay purchases, most have positive attitudes formed from direct experience, mass media exposure, and word of mouth communication. The cognitive attributes most associated with Surf Excel are quality, availability, and fragrance. Television advertising has the highest impact on feelings towards the brand.

Uploaded by

Rakesh Skai
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© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
199 views

Surf Excel - Final

This document discusses consumer motivation and attitudes towards the detergent brand Surf Excel. It outlines the process consumers go through from having unfulfilled needs to clean clothes to purchasing Surf Excel and achieving tension reduction. Television media has the strongest influence on consumer perceptions of Surf Excel. While some consumers switch brands or delay purchases, most have positive attitudes formed from direct experience, mass media exposure, and word of mouth communication. The cognitive attributes most associated with Surf Excel are quality, availability, and fragrance. Television advertising has the highest impact on feelings towards the brand.

Uploaded by

Rakesh Skai
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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BY:

RAKESH S K
BUMANDALA MAHESH
S U R YA P E TA A B H I S H E K
D D I N E S H K U M A R R E D DY

HINDUSTAN UNILEVER
LIMITED

DYNAMICS OF MOTIVATION
Unfulfilled
needs,
wants and
desires

Tension

Drive

Personality,
Perception,
Learning &
Attitudes

Behaviou
r

Tension
Reduction

To remove stains.
Getting embarrassed in the society due to dirt on clothes.
To purchase the product which gives clean wash.
Purchase the product.
Getting a neat and bright wash.
Again any stain on clothes this process repeats.

Goal or
Need
Fulfillment

CAD PERSONALITY GROUPS


AND PERSONALITY TRAITS
CAD
Compliant Individuals
Personality Traits

Innovators

Social Character

NFC

Visualizers and Verbalizers

STIMULUS
Any unit of input that affects
the consumer perception
towards the object
The T.V media plays an
important role in educating and
influencing the consumer
perception about Surf Excel

12%

6%

TV Media
Print Media
Word of Mouth
82%

MOTIVES
The unfulfilled needs tend to
motive.
The Surf Excel here is highly
satisfying the consumer where a
loyalty is established.

Switch to other
brands
42%

50%
8%

Delay the
purchase
Switch to other
store

BRAND IMAGE
When the consumers were asked about What comes to
their mind when they see or hear about Surf Excel, the
majority of the answers were related to the core benefit
of the product like bright wash, clean wash, detergent,
etc..,

ATTITUDE
The attitude towards the surf
excel is learned from the Mass
media and followed by word of
mouth.

29%

24%

Direct
Experience
Mass Media
Word of Mouth

47%

COGNITIVE
The cognitive is the
knowledge and
perception of the
features of an attitude
object.
Here the consumer
thinks of quality,
availability and
fragrance as soon as
he thinks about Surf
Excel.

35
30

32
27

27
24

25
20

17

15
10
5
0
Brand

Price

Availability Fragrance
Respondents

Quality

CONATIVE
It is the intension of the
consumer to buy the
product.
The product is more
purchased on monthly basis.

Weekly
5%

26%

Twice in a
month
Monthly

55%

13%

Other

ATTITUDE TOWARDS OBJECT


MODEL
35

It is the importance of
the product attributes to
the consumer
In case of Surf Excel we
can say that the brand,
availability and quality
are the highly weighted
attributes in the minds
of the consumer.

30

32
27

27
24

25
20

17

15
10
5
0
Brand

Price

Availability Fragrance
Respondents

Quality

ATTITUDE TOWARDS AD
MODEL
It is the feelings consumers
form by seeing the ads.
The T.V has the high impact
on the consumer followed by
the word of mouth which
shows a positive impact on
the consumers.

TV Media

39.4

92.1

Print Media

78.9
36.8

Internet

50
57.8

Personal
Selling
Word of
Mouth
Billboards

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