Kumar was curious to find out whether consumers really were loyal to brands in toothpaste. He was interested in the toothpaste category, and Himalaya Herbal proposals were in the retail trade and directing segments. Consumers were loyal to a particular brand of toothpaste? Do they remember the functional benefits the brand? Were consumers buying brands through social benefits reflected in the ads? And consumers continue to buy specific brands without switching out of inertia? Were consumers interested in herbal suggestions? Himalaya be perceived as consumers? It is a potpourri of issues presented another opportunity to understand consumer behavior academic, who was perhaps unique to the Indian context.
product concept participation differentiated consumer segments based on the degree of personal interest shown by consumers on specific goods and services. High participation of consumer groups need to take part in the extensive shopping behavior, which led to one or more of the following areas: risk reduction, increased self-esteem and more satisfaction in achieving optimal choice after considering various alternatives in this category. Low involvement categories were those that were purchased in the usual way by a consumer with a degree of self-interest, which was lower than that associated with high involvement categories. Marketers have always had to competitive challenges in raising the level of participation, even in low involvement categories through appropriate branding initiatives. Toothpaste category was one of these categories in the Indian context. "Hide
by S. Ramesh Kumar, Nitya Guruvayurappan Source: Richard Ivey School of Business Foundation 15 pages. Publication Date: October 25, 2011. Prod. #: W11388-PDF-ENG
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