Marketing Management

ByRitesh J. Sodhani

Roll no. :- 077

Meanings

•Cognitive aspect

•Affective aspect

•Conative aspects

Q 1. What are the category beliefs among the non – users of shampoo?

•Traditional belief

•Harmful chemicals

Q 2. What are the cognitive beliefs on the three brands so shampoos? (What are those advertising elements that match with the cognitive beliefs?)•Clinic Plus:

▫Long and Strong Hair

•Head & Shoulder▫Anti Dandruff and Chemically proven

•Chick▫softness and shine

Q3 What are the affective aspects reflected by advertisements of three brands so shampoos? (What are those advertising elements that match with the affective aspects?)•Clinic Plus

▫Mother is the major influential character where in the mother cares for the healthy and strong hair of her daughter.

•Head & Shoulder▫Kareena Kapoor is the main influential

character who has been portrayed having dandruff free and strong hair.

•Chick▫Beautiful girl is being the most influential

character whose hair remains untangled and shiny hair that are center of attraction for all.

Q4 Are there differences between the cognitive and affective beliefs reflected by the respondents based on their exposure to the ads of the three brands? Why are these differences being observed?

•Yes

• In Cognitive belief the customer has a general perception in this mind of shampoo.

•Where as in affective belief the customer is influenced by the ads and decides whether to go for the product brand or not.

Q5 How strong are the conative beliefs of respondents after they are motivated by the cognitive and affective aspects of the three brands?

•Conative belief is the combination of cognitive and affective belief and the result of both i.e. after the general and emotional perception the customer decides whether to go for the brand or not.

Q6 What is the implication of some brand being rated high on conative aspects after consumers are convinced about the respective cognitive and affective aspects of the brand(s)?•The cognitive part of the brain measures

intelligence, the affective deals with emotions and the conative drives how one acts on those thoughts and feelings.

•So conative is the last and ultimate stage of mind in which a purchase decision takes place.

•So for many brands this aspect may be more important as compared to the other two aspects.

Q7 How does each brand score on the cognitive, affective and conative aspects (each brand can be marked as low, medium or high on each of these components)?

Q8 How does each brand score on attitude towards the brand?

• General perception of shampoo is very true in case of Clinic Plus i.e. on the top preference.

• In the case of head & shoulder it is not as popular as the Clinic plus but is above of Chick Shampoo.

• Chick Shampoo has a low market share and hence acquire the lowest position.

• In the preference of rating between 1 – 10 where by 1 being the top most

Clinic Plus – 2Head & Shoulder – 5Chick - 9

Q9 How can the “theory of reasoned action” model be applied to each brand? Are there gaps that can be found with regard to each brand?

Q10 How is the “elaboration likelihood” model being used by the brands?

Q11 Based on the analysis and application of concepts, how can a new brand be launched?