Understanding the brand extensions in personal care products through brand image and consumer attitude

Abstract

In India, extensions of fast moving consumer goods have proved to be five times more successful than launching a new product in the market. Much analysis has been done on investigating what drives the brand extension. This paper reports a study on the consumer’s attitude towards brand extension of personal care products in India and whether there is significant differences in attitudes between users of different extended products under the same brand. Literature study was carried out to understand the current research done on various aspects of brand extensions, sensory simulation, memory stimulation brand equity and accessing the consumer behaviour on brand extension Based on the literature study a questionnaire was designed to analyse the attitude of the Indian consumers towards personal care products. The survey was intended to study the attitude of Indian consumer over three main categories - personal care products, brand under study (Dove) and its products. The survey was floated among exclusive users of Dove soap, shampoo and users of both to analyse their attitude along the three dimensions. Analysis was carried out using T-test to identify difference in attitudes among the three sets of users and some important conclusions were drawn. Consumers are very careful in choosing a personal care brand, they spend a lot of time and effort in choosing them and at the same time they are indifferent towards wasting the product irrespective of the brand. Connection established with the brand plays a crucial role in trying different products under the same brand. Findings are relevant for marketers in India. Recommendations along influencing a positive attitude of the consumers towards brand extension by improving the involvement along the dimensions of relevance, sign- value, pleasure, risk probability and risk importance. At the same recommendations are also suggested for eliminating perceived risks along the dimensions of psychological risk, financial risk and performance risk.