There are some key psychological processes that influence a customer while purchasing the product. If you wonder "how does the thinking and the deliberation go in the head?" Then have a look at the Consumer Behaviour model for Ambi Pur car freshener product.
The first block emphasizes on the product and its benefits- its price, the availability and the addressability under the distribution and communication. Also the Economic and technological aspects of the diffuser system being innovative & affordable are the other stimulating factors. Thus the answer to the question- “Which product attributes are important and why?” have references in this and the previous section of the blog.
Collectively, they give rise to the 4 parameters of consumer psychology:
Motivation: The motivation for buying Ambi Pur car freshener would arise from a basic motive of the physiological need of breathing clean and fresh air. Referring to Maslow’s Theory, satisfying ones esteem needs also brings about this motivation.
Perception: Consumers perceive Ambi Pur car freshener as a trusted reasonably priced product. Marketers strive to achieve high customer attention and retention as far as Ambi Pur car freshener is concerned through a reinforcement of the consumer’s beliefs regarding the product i.e. it guarantees freshness and completely eliminates foul smell.
Learning: A change in behaviour arising from experiences. Changing behaviour patterns (towards an era of smell conscious India) are tapped by marketers in order to influence purchasing Ambi Pur car freshener, which is promoted as an essential freshener in every car.
Memory: Ambi Pur car freshener has been a category creator and a dominant market leader ever since its launch in India. It enjoys a distinctive place in the mind space of the Indian consumer. Thus, marketers capitalize on this existing presence of Ambi Pur car freshener in the consumer memory. It makes the most of the beliefs and attitudes regarding the brand by reinforcing and echoing the core values for which P&G is known and respected- ‘Touching lives; Improving life.’
The consumer characteristics too shall not be neglected. They are the highly volatile in nature.
Cultural, Social and Personal factors: Culture, subculture, social class, reference groups (such as family) and personal factors (such as personality, family life cycle, and lifestyle) exhibit significant influence on consumer buying behaviour. The trend to follow the product that everybody observes is widely seen. Since Ambi Pur car freshener has been one of its kind category product, its popularity and loyalty is a class apart for the new entrants.
In a country like India, which is a family and value oriented society; family continues to be the primary reference group. Thus the loyalty of the family towards a typical product is not easily defied. For personal factors, the new ads appeal to the target groups (car owners, car users, chauffeurs, kids etc) by aiming to create a “must have” need than a “might have” option. The question of “who buys the product?” is resolved here. It warrants a need for a reliable car freshener that delivers optimum performance. Further, the celebrity or claimed- ‘real life people’ endorsing the product also casts a personal impact. And thus a consumer is motivated to prefer buying Ambi Pur car freshener.
The above contributes to the vibrant consumer behaviour. However, the buying decision process is not completely influenced by the behaviour pattern. The first time decision making is manifested here. It largely depends on the following:
Problem recognition: Odour in the car, moist upholstery, food spillage stench, wet mats in rainy season, pungent smelling leather interiors, trucks carrying debris in the way, polluted surrounding or any foul smell causing agent.
Information search: Ways to get rid of the above by finding about Ambi Pur car freshener through TVC, print ads, posters, word of mouth, digital mediums, internet, etc
Evaluation of alternatives: Incense sticks, deodorants, aerosols, aromatic candles/oils, scented flowers/ garlands, perfume bottles, fragrant wax/ gels, other liquid diffuser competitors.
Purchase decision: Based on attributes influencing factors like quality, trust, brand loyalty, awareness, reliability, ease of accessibility, varied variety to choose from and competitive pricing truly governs the purchase decision.
Post purchase behaviour: Customer might be delighted, disappointed or satisfied depending on his choice, liking for fragrance and expectations. However, Ambi Pur car freshener has been taking care of all the factors that leave the consumer with content!
If in the case of a repetitive decision making, the price, accessibility and the competitor factors can be overlooked and critically taken into consideration. For instance a frequent Ambi Pur car freshener user will not necessarily check the price before buying, will be concerned about the ease of convenience to get it. The brand loyalty will only help do away the competitor botheration.
The first block emphasizes on the product and its benefits- its price, the availability and the addressability under the distribution and communication. Also the Economic and technological aspects of the diffuser system being innovative & affordable are the other stimulating factors. Thus the answer to the question- “Which product attributes are important and why?” have references in this and the previous section of the blog.
Collectively, they give rise to the 4 parameters of consumer psychology:
Motivation: The motivation for buying Ambi Pur car freshener would arise from a basic motive of the physiological need of breathing clean and fresh air. Referring to Maslow’s Theory, satisfying ones esteem needs also brings about this motivation.
Perception: Consumers perceive Ambi Pur car freshener as a trusted reasonably priced product. Marketers strive to achieve high customer attention and retention as far as Ambi Pur car freshener is concerned through a reinforcement of the consumer’s beliefs regarding the product i.e. it guarantees freshness and completely eliminates foul smell.
Learning: A change in behaviour arising from experiences. Changing behaviour patterns (towards an era of smell conscious India) are tapped by marketers in order to influence purchasing Ambi Pur car freshener, which is promoted as an essential freshener in every car.
Memory: Ambi Pur car freshener has been a category creator and a dominant market leader ever since its launch in India. It enjoys a distinctive place in the mind space of the Indian consumer. Thus, marketers capitalize on this existing presence of Ambi Pur car freshener in the consumer memory. It makes the most of the beliefs and attitudes regarding the brand by reinforcing and echoing the core values for which P&G is known and respected- ‘Touching lives; Improving life.’
The consumer characteristics too shall not be neglected. They are the highly volatile in nature.
Cultural, Social and Personal factors: Culture, subculture, social class, reference groups (such as family) and personal factors (such as personality, family life cycle, and lifestyle) exhibit significant influence on consumer buying behaviour. The trend to follow the product that everybody observes is widely seen. Since Ambi Pur car freshener has been one of its kind category product, its popularity and loyalty is a class apart for the new entrants.
In a country like India, which is a family and value oriented society; family continues to be the primary reference group. Thus the loyalty of the family towards a typical product is not easily defied. For personal factors, the new ads appeal to the target groups (car owners, car users, chauffeurs, kids etc) by aiming to create a “must have” need than a “might have” option. The question of “who buys the product?” is resolved here. It warrants a need for a reliable car freshener that delivers optimum performance. Further, the celebrity or claimed- ‘real life people’ endorsing the product also casts a personal impact. And thus a consumer is motivated to prefer buying Ambi Pur car freshener.
The above contributes to the vibrant consumer behaviour. However, the buying decision process is not completely influenced by the behaviour pattern. The first time decision making is manifested here. It largely depends on the following:
Problem recognition: Odour in the car, moist upholstery, food spillage stench, wet mats in rainy season, pungent smelling leather interiors, trucks carrying debris in the way, polluted surrounding or any foul smell causing agent.
Information search: Ways to get rid of the above by finding about Ambi Pur car freshener through TVC, print ads, posters, word of mouth, digital mediums, internet, etc
Evaluation of alternatives: Incense sticks, deodorants, aerosols, aromatic candles/oils, scented flowers/ garlands, perfume bottles, fragrant wax/ gels, other liquid diffuser competitors.
Purchase decision: Based on attributes influencing factors like quality, trust, brand loyalty, awareness, reliability, ease of accessibility, varied variety to choose from and competitive pricing truly governs the purchase decision.
Not just this, but the category, brand and product choice, along with the purchase amount & timing and the payment method plays an important role in making the purchase decision.
Post purchase behaviour: Customer might be delighted, disappointed or satisfied depending on his choice, liking for fragrance and expectations. However, Ambi Pur car freshener has been taking care of all the factors that leave the consumer with content!
If in the case of a repetitive decision making, the price, accessibility and the competitor factors can be overlooked and critically taken into consideration. For instance a frequent Ambi Pur car freshener user will not necessarily check the price before buying, will be concerned about the ease of convenience to get it. The brand loyalty will only help do away the competitor botheration.
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