About this document

Ariel Case Study: Consumer Insights by Akanksha Sharma is a document available to read on EtoBox.

This document discusses the consumer decision making process for buying detergents in India. It outlines the typical 6-step process: [1] analyzing risk, [2] need recognition, [3] pre-purchase search, [4] evaluation of alternatives, [5] purchase behavior, and [6] post-purchase behavior. For detergents, the process involves low risk and is based primarily on removing stains with low effort. The document recommends that Ariel focus on targeting housewives aged 30-50 by positioning itself as an effective stain-

Author

Akanksha Sharma

Language

EN