The project was descriptive in nature, where the results ascertained from the sample respondents were aligned with concepts of consumer behavior to analyse the Motive, Need bifurcation and Application of VALS to facilitate gauging consumer insight towards the product.

1. Gauging Consumer Insight
For
Hindustan Unilever Limited’s
AXE DEODORANTS

2. • AXE was enlisted in the Brand Equity list of 100 Most Trusted
Brands Annual Survey by Nielsen.
.
What worked well ?
• First Mover Advantage!
• Brand Differentiation is Vital
• Innovative Interactive Marketing( women deo – Anarchy,
comic, blogs)

3. Mode of study : Descriptive research
Sample survey size : 36
• Need
Analysis
• Motive
Identificatio
n
• VALS
model
• Studying
adaptation

4. OBJECTIVES
• Segregation of kind of need for usage of deodorants.
Type of Need
Psychogenic
needs
Remark
These are wants arising from need
for status, power, affiliation, etc.
Statements
Utilitarian needs
Implies that consumers will
emphasize the objective derived
from the product.
Q1_a
Q1_c
Hedonic needs
These needs are Subjective and
experiential in nature.
Q1_e
Q1_f
Q1_b
Q1_d

5. To counter body odor
11
30.5%
2
3%
12
33.3%
It is a social norm
2
3%
For self-confidence
6
10%
Makes you feel
attractive
3
5%
Other
1
2%
For sophistication
Responses
For freshness
Utilitarian
25%
64%
11%
Psychogeni
c
Hedonic

6. • To assess the motive behind purchase.
Type of
Motive
Manifest
motive
Latent
Motive
Remarks
Statements
Those motive which are known
and acknowledged.
Q3_a
Q3_b
Motives that are either unknown
to the customer or the customer
is reluctant to acknowledge.
Q3_c
Q3_d
Q3_e

7. It makes me smell
good
8%
92%
81%
It curbs
consciousness
4
11%
It enhances my
social status
Rationale behind using Axe
29
0
0%
1
3%
2
6%
Manifest
motive
Latent Motive It makes me feel
attractive
It boosts selfconfidence

8. • To implement VALS model to facilitate psychographic
segmentation.
Types
Fulfields
Achievers
Remarks
Statement
s
Mature, Practical people who look for durability, value, and Q4_a
functionality
Motivated by the desire for achievement. They prefer
Q4_c
prestige brands that signal success.
Experience Young, enthusiastic individuals who like risk taking, variety Q4_b
rs
Believers
Conservative individuals motivated by ideals and are
Q4_d
generally loyal consumers.
Strivers
Concerned about approval and opinions of others seek
self-definition image of success
Q4_e
Makers
Practical people who are self-sufficient prefer value to
luxury
Q4_f

9. It is Value for money
and lasts longer
10
28%
Variety offered
11
31%
Using Axe enhances my
social status
0
0%
You trust all HUL’s
products
0
0%
Axe attracts women
2
6%
13
36%
VALS Model
Makers
Strivers
Believers
VALS Model
Experiencers
Achievers
Fulfields
0
2
4
6
8
10
12
14
It smells good

11. • To identify which key factors of stimuli facilitate adaptation
of Axe deodorant thus helping to understand perceptual
selection.
Elements
Intensity
Remarks
Higher the intensity(darker
colors) greater the sensory
impact
Duration
Stimuli that require relatively
lengthy exposure in order to
be processed
Discriminati Simple stimuli habituate as
on
they do not require attention
to detail.
Statements
Q7_a
Q7_c
Q7_d
Q7_e
Q7_f
Q7_g
Q7_h

12. Highest mean is of 4 at advertisement and packaging or colors indicating that intensity
of stimulus and advertisement of Axe play major role in adaptation of the product.
Factor
Mean
Standard Deviation
Fragrance
3.83
.775
Brand
3.86
.798
Packaging / Colours
4.00
.756
Advertisements
4.00
1.014
Appeal
3.67
.828
Anti-perspirant
3.39
.838
Price
3.44
.909
Skin-friendly
3.67
.862

13. Conclusion
• The company extensively uses TV ads.
• The biggest strength of the brand that its users are plotted
within makers, indicating they prefer value over luxury.
• Promotion mix of Axe deodorants concentrated upon:• Advertising- Electronice/ black and white
• Sales promotion - price reduction, discounts
• Interactive marketing- click campaigns besides others.

14. Thank You.