The paper “ Affecting Consumer Behaviour towards Dettol Soaps” is a fascinating variant of a case study on marketing. The essay indicates that each of the five aforementioned factors has some effect on Dettol's soaps penetration of the Indian market. Theoretically and in reality, it is clear that different factors in the consumer environment affect the purchase behavior seen in a person. Such influences are largely categorized as external and internal factors. This essay focuses on external environmental factors, which include cultural influences (culture, sub-culture and social class); social (reference group, family and status); personal (occupation, lifestyle, personality, self-concept, age and lifecycle stage); and psychological (motivation; perception, learning, beliefs, and attitudes).
This essay will review the relevance of some of the aforementioned external factors as portrayed in consumer behaviors towards the Dettol range of soaps in the Indian market. Specifically, the essay will review how reference groups, family, culture, subculture, and social class have individually affected consumer behavior towards Dettol soaps. Dettol soaps and consumer behavior in the Indian marketThe Dettol soaps used in India is a product of Reckitt Benckiser (India) Limited. The active ingredient in the soap is Triclosan, which has been described as an effective chemical that cleans bacteria and a wide range of germs from the skin (Balaj, 2010).
Additionally, Dettol is defined as having 73 percent of Total Fatty Matter (TFM), while other average soaps have 70 percent TFM. According to Balaj (2010), TFM is a combination of natural fats derived from plants and artificial fats and is responsible for the lather that is seen when soaps are used. The higher the TFM content in a soap, the more lather it forms and the better it is for cleansing.
Reckitt Benckiser has positioned Dettol in the Indian market (and elsewhere in the world) as hygiene soap. The product thus targets the hygiene conscious consumer and assumes a brand personality if a fastidious, sensible, and clean person (Balaj, 2010). Over the years that Dettol antibacterial soap (Dettol original) has been in the Indian market, it has succeeded in penetrating the market and currently has 80% of the hygiene soap market (Balaj, 2010). The success of Dettol soap in the Indian market has been partly influenced by external environmental factors
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