Group 5

21 July 2014
Page 1
Lifebuoy
Lifebuoy hai jahan, tandrusti hai wahaan
Group 5
21 July 2014
Page 2



The Decision Making Unit (DMU)

The DMU consists of all of the people who will play a role in the decision to
purchase a product. The marketing mix program must address the needs of
each of these individuals and find a way to communicate the marketing
message to each of them. As per our research the purchase decision in the
category of soaps is mainly carried out by the mother(s) in the families. In
our research carried in marts, kirana shops and surveys, mother makes the
purchase decision which is slightly influenced by personal choices of the
households.

Initiators Hygiene conscious people
Buyer Mainly mothers and fathers are the buying units
Decider Mothers
Influencers Social groups
Users Users are mainly health conscious families


The Decision Making Process
The decision of buying Lifebuoy is mainly influenced by social groups who
are conscious about hygiene and the purchase decision is mainly carried by
mother who may or may not be the ultimate buyers.
As per our observation the decision to buy is mainly pre-decided but is highly
influenced by the variety available at the shelf





Laddering for Lifebuoy:




Group 5
21 July 2014
Page 3

Goal
Healthy Life
Consequences or Benefits
Protection from germs and sanitation
&
Value for money
Product Attributes
Hygiene, Red Brick, Medicinal Fragrance