How Ads of Durex Condom affect Consumer Behavior

1. CONSUMERBEHAVIOUR
OF
DUREXCONDOMS
LIKHIL SUKUMARAN
M140041MS
NITC SOMS

2. INTRODUCTION
Creation
of London
Rubber
Company
(LRC)
LRC registers
DUREX
has a brand
First
condom
brand to
advertise
in many
countries
First condom
brand to
launch
Website
Durex
Is bought
By
Reckitt
Benckiser
1929 1970 1996 2010
1915

3. FACTORS INFLUENCING CONSUMER BEHAVIOUR
CULTURAL
Conservative value of the society plays a huge role in use of condoms

4.  Sub Cultural
 Gender
“Historically, sexually risky behaviors have more often
been found in boys than in girls”
men are not anymore the only one to take the decision of
using a condom
Democratization of sex by encouraging dialogue,
sharing ideas

5. SOCIAL
Family
“Small Family Happy Family”
Use of paradox between prevention and humor

6. Reference Group

7. Social Roles
The position of an individual within his family, his work, his country club, his
group of friends, etc.. – All this can be defined in terms of role

8. PERSONAL
Age
The likelihood of condom use decreases as youth become
older and stabilizes
Insight - Today, youngsters in India, not only enjoy sex, but also
celebrate it.

9. •Brand Personality
more confident presence that is both informative and emotionally mature to
all its consumers.

10. Economic Situation
The buying tendency of an individual is directly proportional
to his income/earnings per month

11. PSYCHOLOGICAL
Operant conditioning through negative reinforcement
Learning
Pregnancy prevention is a manifest motive because it is
freely known and admitted

12. Perception
Perception occurs in four stages – exposure, attention,
interpretation, and memory
Humorous and minimal ads from Durex decrease the likelihood of
ad avoidance

13. Thank U