Personal Consumption Journal

Week I: 21 st July 2008 to 27th July 2008

Sr. No.

Date Place of Purchase

Items(s) Brand Name

Price(In Rs.)

Other Descriptive Information

Reason for Purchase

Feelings Associated with

the Purchase

1 21st

July 2008

ShubhikshaViman Nagar

Chips Lays Stax

50 Chips of Single

Potato in a cardboard container

Just felt like having it, Because

Didn’t taste that brand

before.

Satisfied with the taste of tangy chips & I really

liked the packaging

2 23rd

July 2008

Airtel Relationship

center,Saraswati Telecom,

Viman Nagar.

Bill Payment.

Airtel 659 Post Paid ConnectionPlan - PA

450

Experiencing the Services since 3yrs &

Service offered is also quite

good.

Privileged,Independent &

Proud.

3 24th

July2008

Ram Medico & General store.

Viman Nagar

De-odorant

Set Wet Zatak cool

130 150 ml Especially designed

product for teenager’s with very attractive fragrance.

After trying this de -odorant, I felt very refreshing

and it helped me to grab few attentions as

well.

4 26th

July 2008

Iyangar Bakery’s

and Sweets.

Ice-Cream Kwality walls

20 Dark Chocolate with Nuts

After dinner felt like, to have some desserts.

Cool, calm and soothing and

tastes yummy I had it with lots of

Pleasure

1

Week II: 28 th July 2008 to 3 rd August 2008

Sr. No.

Date Place of Purchase

Items(s) Brand Name

Price(In Rs.)

Other Descriptive Information

Reason for Purchase

Feelings Associated

with the Purchase

1 28th

July 2008

ShubhikshaViman Nagar

Bath soap for men

Aramusk 17 75 gm Indian soap brand

(Henkel) with musk fragrance.

Exclusive, Rediscovering and extremely

exotic. Because it’s

for Male

2 28th

July 2008

Shubhiksha Viman Nagar

Tomato Ketchup

It’s fruit 28 100 gm Want to try different

brand ketchup, so just went for

it.

It’s as good as any other

International brands like

Nestlé’s maggi and

HUL’s kissan

3 30th

July 2008

Wrap Around

Coffee Wrap Around

Restaurant

20 Strong Coffee.

Comfortable sitting Area to socialize

and chat with friends and coffee’s taste is also

good

Refreshing, awake, and Value for Money

4 31st

July2008

Leelai Medical

shop

MoisturisingCream

Nivea 59 60 ml I started using this product on

regular basis as I

tried small pack earlier and liked it.

This crème is meant for

whole family.really feels like you’re skin is pure

soft and smooth

2

Week III: 4th th August 2008 to 10 th August 2008

Sr. No.

Date Place of Purchase

Items(s) Brand Name

Price(In Rs.)

Other Descriptive Information

Reason for Purchase

Feelings Associated

with the Purchase

1 4th

August 2008

Ram Medico

& General store.

Viman Nagar

Mosquito repellent

MorteinPower

Booster

42 A combo Pack of both.

Machine and 30 nights refill Pack

To Protect myself from

Malaria, filaria, and

dengue causing

mosquitoes.

I will always feel good because I

don’t have to get up in mid

night.

2 6th

August2008

Ram Medico

& General store.

Viman Nagar

Toothpaste Colgate Max fresh With

cooling crystals

28 80 gm Infused with dissolvable

cooling crystals with

flavor of Peppermint

ice.

Fresh and clean as I use

it on daily basis twice, which help’s me to keep away tartar, plaque and

cavities.

3 9th

August 2008

ReebokExclusive

outlet.Viman Nagar

Sports Socks

Reebok 99 Black pair of socks with

Reebok logo

I prefer to buy only

cotton socks and that too

Turkish which helps in keeping

my feet comfortable

Comfort, Sense of

acquisition, and

belongingness to the brand,

Pride.

4 9th

August 2008

Spinach Tooth brush

Oral-B 32 Qty 1 With criss cross bristles. and also due

to, highly recommended

by dentist

It feels good to have such nice brand with low price or

discounts and Oral-B is one

of the best brands.

3

Product List which are used on Daily/Regular Basis

Sr. No.

Product Brand Size/Frequenc

y

Price(Rs.)

Model/Variant/Colour

Reasons

1 Shaving Gel Gillette Twice a week

55 Sensitive Skin Best among any other Brands

available.

2 De-odorant Axe/Nike 150 mlEvery month

130/ 250

Denim/ Extreme Nike’s fragrance is simply class

apart 3 Toothpaste Colgate’s

Max fresh or

Colgate’s Advance whitening

80 gm/ 75 gm

Once in 2months

28/25 Blue and White After using both the toothpaste, I

find it very promising.

4 Cold drink Thumps up

200 ml Twice or thrice in a

week

10 Small bottle. Black, cola flavored

After the heavy meal, love to have strong cola drink

5 Shampoo Set wet Gentle

100 ml Everyday

60 Gentle shampoo for everyday use

Recommends daily use for men

6 Conditioner Dove 90 ml Everyday

69 Dry Therapy After shampoo conditioner is

must, and it has all that

ingredients that suits my hair.

7 Soap Dettol 70 mgEveryday

17 Skin care Product specify, it gives 10 times

better protection against germs

8 Ice Cream Kwality walls

Medium 20 Dark Chocolate with Nuts

Trusted Brand, Dark chocolate

flavour is favourite

9 Biscuits Britannia 100 gms 12 Good day Healthy, tasty, with lot of nuts in

it. 10 After Shave

BalmGillette 75 ml 180 Cool wave Good smell,

Soothing on skin. It’s a high end

excellent brand.

4

From the above listed products which I regularly buy or use for personal

consumption and external use. This tends to show the exact picture of my buying behaviour

and trends through out last three weeks of purchase. Where in my purchases were as

normal as possible because, I didn’t try to buy any product for the sake of putting in to the

journal, what ever I have mentioned so far, that may of any brand name (high or low), are

consumed by or used by me on regular basis. Basically I love good quality product, then

what ever may be the price of the product, I don’t give the second thought while buying or

after buying. But yes after buying if that particular product or good’s doesn’t satisfies my

expectation than I never turnaround to that product in future, which means I will straight

away throw that product out of my mind and my shelf.

Advertisement Analysis

Dettol : Skin care

Dettol is one of the oldest brands in India. Dettol is a brand of Reckitt Benckiser and

has stood for its trusted production in India since 1930. The brand is endorsed by the

Indian Medical Association and has been voted among India's Most Trusted Brand. In

recent years Dettol soap always been unique in the mind of the people, due to its

advertising quality as well the unique feature in their product the soap which fights with

germs and bacteria more effectively than any other soap available in the market. Earlier the

company use produce and market the Dettol original soap now they had three variants of

the soaps under same brand name dettol like original, skin care, and cool, like Detttol

Original this is the name given to old product after innovation of new products in their

existing product line . Through out its advertisement pattern they maintained the mother is

taking care of her whole family by using dettol soap for bath has helped them in achieving

their target market through out its life cycle and targeting not mother’s as such but whole

family is their target market. And same thing is displayed in advertisement.

5

Identified Four to Six Consumer Behaviour Concepts Used in the Advertisements.

Trust: The trust factor plays very vital role in dettol’s case because from more than

seven decade they are in to the market and serving the consumer with wide range of

product which basically deals in to the product which takes care of personal health

hygiene and home hygiene like hand wash and liquid antiseptic lotion and soap. Dettol

has built this trust over long period of time in the minds of Indian consumer.

Emotions: This ad had an emotional appeal in terms of the mother and a wife taking

care of her child and husband by asking both of them to take bath with dettol because

being a school going boy and a working husband they tend became dirty and full of

sweat after the whole days work respectively. The ad basically show’s that in home

mother is taking of their whole family with help of dettol. Here the concept of Indian

culture is shown where a woman takes care of her family.

Motivation: This ad motivated mothers for caring their family especially their small

kids who are in schools and also motivate the children to keep them themselves clean

and neat by using dettol, because dettol helps them get rid out the unwanted germs

and harmful disease

Values: This advertisement showed a high value of protagonist as a mother which is

basic culture of the Indian women and which reflects the value of changing Indian

women in the society.

Family: The ad shows a strong family bond which starts with mother in a family. It

passes the message that in a family mother has to play a key role while taking care of

whole family and she chooses products keeping in mind about each and every one’s

health and safety.

6

The Demographic and Psychographic Segments to which the Advertisement was

designed to Appeal.

Dettol always followed smart advertising and covered the gap in the soap market

through its advertisements. The product has mainly concentrated on middle class and

above that because price of the product is Rs 17 for 70 gm in the retail market, basically

the USP of Product is it fights with germs 10 times better than any other soap and has

perfect balance between your beauty and protection needs. Dettol Skincare Soap is

formulated with moisturisers to help nourish your soft skin. Even though dettol as a unique

product it has covered all Indian’s mind with no age bar with the affection family. The ad

actually did not set any age bar for the product but the way ad was presented it had a

feeling among the people as it is a product for matured people. Product has always been

supported with careful advertising. The brand is promoted with the positioning as balance

between and protection need and skin care with essential moistures. Dettol commercials

highlight the virtue of the soap using by whole family by keeping Mother and Child as the

central theme.

Explain whether or not they fit into the identified target market.

Dettol, believe that families adopting good hygiene practices remain better protected

against germs and therefore fall ill less often. In an effort to promote these practices and

provide superior germ protection to every family, Dettol has launched Dettol Surakshit

Parivar, a nationwide campaign, in association with the Indian Medical Association (IMA).

The objective of this campaign is to generate awareness that good hygiene practices are

essential to reduce the risk of infections, particularly for those who are most vulnerable to

illness such as infants and children. This thing they have done with the help of their three

variants namely, Dettol Original, skin care and dettol cool.

7

Advertisement Analysis

Gillette Vector Plus (Razor)

The advertisement that I have chosen is Gillette Vector plus. It urges its customers to look

thought the practical, easy and confident usage of product. The copy itself says the very

imp moments .i.e. Marriage play imp role and anybody would want it to happen without any

hassle.

The usage of product which is hassle free and very convenient conveyed thought this

commercial very effectively with the help of little humor in to it.

Any common man can identify connect himself with message and the way it’s been

presented to him

Story Board

VFX Copy Expression

The film opens on the

groom’s father asking

him to hurry up for the

marriage

Concern & time

management

The groom assures

that he will be ready

soon. Just as he is

shaving, power goes

off.

Confident & casual

attitude

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Bete, sambhalna, cut

jaayega,” warns the

father. “No tension,

dad. Vector Plus hai

naa,” reassures his

son.

Confident on the

product usage and

have good experience

with it

VO: “Gillette Vector

Plus ke twin blades

chehre par automatic

adjust karey, taaki

chhilne-katne ka

tension nahin aur...

Product quality

assurance.

...aapko miley man-

chaahi close shave.”

Cut to the shot of the

groom about to garland

his would-be wife as

the power...

...goes off again. As his

father panicks, the

groom reassures, “No

tension, dad.” Soon

enough as the power

comes back, the

groom...

Funny or humoristic

way to the end the

advertisement.

...realizes that he has

instead garlanded an

old man. As everybody

around starts...

9

...laughing, the VO

concludes the ad:

“Gillette Vector Plus.

Shave sahi, tension

nahin.”

Ends with punch line

10

About the Advertisement and their Target Market

The current campaign of Gillette vector plus ad is soft and simple with little humor attempt

to present it core product value USP in front of consumer. In the commercial they have

used very lighter & regular situation in the day to day life with only casting common man. It

makes the commercial very interactive with end consumer. It basically shows how easy it to

use our product than shaving through traditional method of shaving likes using thin razor in

the plastic or metal handset. It attracts the larger customer base because the price of the

product is with in the range of the middle class customer upper class customers.

Segment: Mid priced segment

Target: Males, Sec AB, Age group of 18+, Urban and semi-urban areas.

Positioning: Twin blade system through its mid-priced segment

Brand Personality: Machoism

Audience Connect: The different emotions in the ad made a direct connect with the target

audience and made instilled a sense of product usage. The ad was aimed also at creating

a common feeling that the audience could relate.

Elements of the Ad

Copy: Crisp and clear.

Art: The tone of the ad is colorful.

Music/Background Score: The music is slow but effective.

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Relating Consumer Behaviour Concepts

Appeal: The ad has very practical and product usage driven appeal. The connect to the

consumer with very simple manner and communicate the message. to target audience

in a very simple and sophisticated way.

Self Concept: The ad has a lot of provocative signals that instigate the audience to look

within them, find themselves. If one relates to the values of confidence, he will find

himself highlighted through the product.

Lifestyles: It portrays a very sophisticated and rich class life and the product

placement also done such manner that it does attract a larger group of audience and

the price of the product is very economically which is within the reach of mass market.

Personality: The personality concepts suites very well with this product, as this

product section being completely dedicated to males the personality of the user in the

advertisement should be appealing to everybody those who are watching the

advertisement, so that It can tend the target customers, to buy the product immediately

and advertisement tends consumer to imagine themselves a s model who’s there in the

advertisement and using that product.

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REFERENCE

Www. Marketing practice .com

www.storyboard.com

BIBILOGRAPHY

David L. Loudon-Consumer Behavior, Tata McGraw-Hill, 4th Edition.

Michael Solomon -Consumer Behavior, Prentice Hall, 5th Edition.

Hawkins, Best, and Coney – Consumer Behavior. Business Marketing Strategy, TATA

McGraw hill, 9th edition.

.

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