FACTORS THAT INFLUENCE CONSUMERS PREFERENCE OF DETERGENT

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FACTORS THAT INFLUENCE CONSUMERS PREFERENCE OF DETERGENT

INTRODUCTION

1.1 Background of the Study

Many company forms are battling to understand who buys and consumes their products, where they are situated, how they buy, when they buy, from whom else they buy, and why they do not buy a specific product from certain people, organisations, or shares. Regardless of the marketing methods used by such forms to recruit these customers.

An individual is at the core of all business organisations’ everyday activities; he purchases and uses the products (goods and services) offered for sale in the business firm. This allows us to understand that a consumer is someone who purchases or consumes a company’s products.

He may or may not be the real buyer of the firm’s production, and hence the consumer of that commodity.

The consumer and the reasons why, how, and when he buys or does not buy, as well as his future purchasing decisions, are now fully interwoven into any enterprise’s everyday business activity.

Many corporations have recently recognised the marketing notion and consumer sovereignty, realising that the consumer remains the monarch.

This is because nothing works unless the consumer’s demands are met. The consumer is now at the centre of every business’s attention, as the period of fast and hard selling has given way to widespread recognition of the consumer as the king, one who does no wrong and whose existence and need satisfaction is the primary reason why many businesses exist in the first place.

It is also vital to identify when a manufacturer creates a product. It does so with the expectation of profit. Profits in marketing are typically generated by meeting the requirements and desires of the end users.

However, simply understanding how a buyer operates is insufficient. A highway should also be built to discover why a buyer desires a specific product.

In light of these variables, it is the responsibility of the manufacturer, seller, and retailer to understand as much as is economically practicable about the primary elements that influence consumer purchasing behaviour.

This is a crucial aspect in the planning of all marketing activities, including the establishment of advertisements and selling appeals in such a way that consumers’ desires for quality and preferences can be met successfully through marketing efforts.

Brand choice, which refers to choosing one brand over a group of viable alternatives, is an area of consumer behaviour that has attracted a lot of attention from manufacturers and markets alike. In fact, Parker 1977 Vol. 4 P. 4 suggests that the concept of brand choice is significant since it can make a difference.

According to Walter G.C. (1974, p. 180), “the consumer is simultaneously influenced by physiological and psychological factors.” The physiological variables deal with the individual’s physical needs, whereas the psychological factors deal with the individual’s sentiments, biases, and actions.”

He also stated that subjective satisfaction of consumer wants, rapid experience, product availability, and product or brand process are some of the most critical variables determining a person’s preference.

Furthermore, management and Markr (1975) Vol. 39 P. 5) stated that a consumer appears to make his purchasing decision among the brands in his “Evoked set”. As a result, a seller must organise his efforts so that his specific brand is aligned with the consumers’ cognitive area.

Cambell (1973 P. 243) has also defined the evoked set.

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