Buying Behaviour and Process

Analyzing Cosumer Behaviour:

An analysis of the factors influencing customer behaviour helps understand the customer well and the manner in which he/she can be approached with the product. Parachute hair oil is being used since ages and gives an assurance to customers about its purity and value. It is a part of social custom in the Indian society to use this product. Consumers located in extreme weather conditions particularly use Parachute hair oil. Therefore we see that understanding how a consumer behaves essentially helps establish “universal specificity”.

Consumer Buying Process:

The customer's psychology of buying the product gives useful insight about their beliefs, thoughts, feelings and perceptions about brand .This understanding tells us how they opt to buy one product over other. It also helps in identifying ways in which one can connect with your customers prompting them to relate to the goods offered.

There are five stages of Consumer Buying Process

These provide an understanding as to what goes in the mind of a potential customer before buying parachute and how far has Parachute been able to take advantage of this knowledge.

1. Need Recognition:

Oiling is a traditional habit in India. Indians have always liked long hair. However, now the trend is changing to different hair styles, the need for soft, strong, thick and healthy hair has remained constant over years. The consumer therefore wants hair oil. Parachute very successfully has satisfied this need by providing a variety of quality hair oil products. The major challenge in front of it is to find customers in younger generation. The young generation prefers using shampoos over hair oil. To bridge the gap, Parachute came out with its campaign which talks of all the goodness of hair oil with an imagery that’s young and aspiring. This was done for Parachute Advanced Hot Oil which gives deep conditioning in just 20 minutes

2. Information Search:

Customers usually buy product after doing some amount of research and information initially. This research is usually carried out by asking family, relatives, friends, dealer or suppliers, observing packaging displays, visiting websites and browsing advertising and product ratings. One interesting thing about Indian customers is that they are very choosy when it comes to buy things as they often need to physically touch and feel the product. Parachute is a popular brand due to its long presence. Parachute makes sure information about its product is reached to its potential customers by online shopping sites, social media sites which not only display the product but also provide important features about product and rate the product, TV advertisements and print . The packaging of parachute also elaborately gives import details like composition, value-add,  contact details, price, customer service details, etc so that customer  fully informed.

3. Evaluation of alternative:

Customers often purchase after evaluating all options available. Evaluation is based on beliefs; attitudes; perceived customer value; risk involved; design and packaging; present situation and socio-economic factors of an individual. Parachute provides wide range of options within hair oil section with bottles available in different sizes, volumes and prices. The packaging is attractive, travel friendly, elegant, aesthetically appealing,  and leak proof with product and customer service details at the back of pack.

4. Purchase decision:

Parachute has retained its position as high purity and quality hair oil product. In fact it has a tremendously huge base of loyal customers hence is low risk product. Parachute has always given importance to the concept of oiling for healthy long lasting hair being the favorite brand of all generations. It projects itself as a part of every household.

5. Post purchase behavior:

Sale of the product is not the end. For a brand to create loyal customers, it must give them experiences to believe that their initial decision to buy the product was correct. Every parachute package carries address, email id and phone number  of Marico Consumer Services Cell to be open to customer feed backs. The website of parachute advance hair oil also has contact details and mail id for consumer queries. The website of Parachute Advanced Hair Oil also offers its consumers an opportunity to be part of its promotion future campaigns. Customers simply need to send their experience stories about Parachute and any possible recommendation for brand.