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The Perception of the Market

The perception of the market in buying certain products is an important matter that marketers should know. Each product has an impact on the usage preferences of each market client. The question here though is the idea on how could these perceptions be used to create a more workable sense of market control for the companies involved in the industry. Moreover, how could these resulting research yields actually create a more remarkable impact on how the products are to be further presented to the market in a way that they would accept and appreciate the said items or services offered to them? Basing from a study targeting the shampoo market, the following presentation of market research results aim to create a more viable source of understanding on what particular elements of the product [shampoo] does the target market really give attention to when they purchase the said item.

How do these results help the businesses in the market? It is through undergoing studies such as this one that the marketing personnel of the business organizations gain the understanding that they need to be able to accomplish the most considerable results that they ought to have especially in terms of becoming more suffice in offering their products to the public while they target the very influential factors that drive the purchasing decisions of the market.

Through a survey approach, several questions were asked from the respondents with regards the factors they look for in a shampoo that they buy. Several brands have been presented to them for evaluation. Most likely, through assessing the features, the price and the brand reputation of each shampoo brand included in the survey, the participants were able to decipher their decisions based on the choices provided. To present the results, a perceptual map shall be used to create a more distinctive definition of the elements searched for by the market in picking the product that suits their demands, their desires and their budget.

What is Market Perceptual Mapping?

Perceptual mapping [from the idea that suggests perception] is a sensible way of studying how a particular target market responds to one particular product offered to them. Naturally, the perceptions of the market is affected y several elemental factors that drives their understanding of the importance of the products into their daily activities. Most likely, these elements influence their decisions as to what brand they should chose over the other that offers the same type of products but of different features and different prices.

Shampoo is considered a basic necessity that the human society uses every day. Hence, releasing such a product in the market yields sure returns especially on the part of the manufacturer. However, due to the many features released by one branded shampoo in contrast to what the others provide, picking the right shampoo to use requires more than just the consideration over necessity. In the presentation below, a set of imagery on referring to how the participants responded to the survey shall be shown in an aim of seeing how the market responds to the matters served by the manufacturers of shampoos in the industry.

The Market Perceptual Map of Results

This is based on the 100 candidates who selected “very important” or “important” for each variant in comparison with their shampoo brand of choice.

Quality

L’Oreal Elvive

Head & Shoulders

Garnier Fructis

Pantene

Features

Garnier

L’Oreal Elvive

Head & Shoulders

Pantene

Price

L’Oreal Elvive

Pantene

Head & Shoulders

Garnier Fructis

Natural Ingredients

Pantene

L’Oreal Elvive

Head  & Shoulders

Garnier

Analysis

From the presentations shown herein, it could be observed that the survey yielded at least four top elements that influence the decision of buyers to purchase shampoo of a particular brand in the market. The said four elements include Quality, Price, Features and Natural Ingredients. The survey intended to measure other elements of influence but these four particular points of consideration appeared to have attracted most of the buyers. In consideration with the brands most appreciated, there were obviously four primary brands involved namely Pantene, Garnier, L’oreal Elvive, and Head and Shoulders [Garnier fructis is another brand from Garnier hence considered as part of the selection as well].

In accordance with the results presented, it could be seen how the four elements considered placed each brand in the position that they were designated in the map. Being of the highest quality as perceived by the market, L’oreal Elvive takes the center point as being the most appreciated product. It also gains attention when it comes to pricing and features. Pantene on the other hand attracts more clients due to its use of natural ingredients while Garnier and Head and Shoulders share the market’s attention when it comes to pricing and features. Most likely, these four top brands are in the ones in competition with each other.

With the perceptual map presented herein, it could be considered that real market influence as handled by these four brands could be better handled if each of the manufacturers of the said shampoos shall be given the chance to adjust their culture in giving attention to the elements that other brands may have that they do not. This way, leveling the competition would be easier on their part as they garner the attention of an even larger market compared to the one that already appreciates their individual characteristics. 

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