IMR JAN 2013 - Indira Institutes

Changing Consumer Attitudes Among WomenTable 2: Consumer motivation fo r Purchase of FMCG for common family useS..No. Statement Attitude function /NeedAA1A2A3A4A5B.B1FUNCTIONAL/UTILITARIAN FACTORI buy Personal body care items for familyuse to take better care of the physical bodyand clean away the dirt/germs/removesfilth & stains ,longer life and bodycare/rejuvenationI shop for Personal body care goods forsurvival needs, avoid risk of infections andimprove quality of living/protect body –healthy organs/match solution to bodilyailments, increase life/lessen sufferingsI purchase Personal body care items fordiversion from boredom for betterPhysical/mental wellbeing and freshness,skin/hair/nails/lips care‐medicinal value,less involved purchase with conveniencecasualI purchase Personal body care items tomeet the rational needs/necessity at hometo save health time/FLC Needs / foodhabits/improve cleanliness/tangibleattributes of necessity and avail situationalbenefits‐instant offeringsI buy Personal body care items to deriveexperiential benefits to match my familyrole and intangible attributes like pleasingodour, beauty care, refined tastes matchingthe necessities of Life, sensuallyappealing/tastyKNOWLEDGE FACTORI buy Personal body care items to availsituational offerings & benefits and drivenby the need to learn more, futuristic withhigh expectations, nurture information,PhysiologicalSecurityDiversionBiogenic/Benefits drivenHedonicEpistemicCuriosityActualizationProfessionalFuturistic46 Indira Management Review - Jan 2013