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VGSoM IIT Kharagpur - Phoenix Members
VGSoM IIT Kharagpur - Phoenix Members
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Dove Hair CATEGORY CONSUMER JOURNEY VARIABLES USED TO HYPER-
SEGMENT
There are multiple reasons why a customer chooses a particular product brand and the
Location
degree of importance they give is also different. Mostly, the market of hair care products
Age-groups
increases from the motivation from the moments of truth like receding hair lines,
Professions
increasing grey hairs or decrease in hair quality due to pollution. When customers buy a
Lifestyles
hair care product they give utmost importance to the quality. They look for the specific
usage of the particular product and buy the product as per their requirement
“Fight hair loss” / “Turn back the clock. Reclaim Through targeted marketing using hair
Receding lines People facing hair-loss due to aging care centers and saloons for brand
your hairline”
promotion/testimonials.
The market for these lifestyle products is very competitive since various brands are Age-groups
offering the similar quality of product at a similar price range. The customers tend to Life events
choose familiar and reliable product. They usually see the advertisement in various Professions
interactive channels and buy the product from local store if their needs are satisfied. So, Lifestyles
product availability in the local markets and small shops also plays major role here