ANALYSING  CONSUMER  MARKET :

The consumer is the heart or the core of any business, and its preferences and choices determine the success and survival of any business.

Consumers buying behavior determines the ROI, market share and the profit of the business.

Consumer behavior is determined by various factors/stimuli :

1.      Market Stimuli :

               Consists of products and services.

               Price.

               Distribution and communications.

2.      Other Stimuli :

               Economic

               Technological

               Political

               Cultural

3.      Consumer Psychology :

               Motivation

               Perception

               Learning

               Memory

4.      Consumer characteristics :

               Cultural

               Social

               Personal

5.      Buying Decision Process :

              Problem recognition

              Search for proper solutions

              Selecting best possible solution

              Purchase Decision

              Post purchase decision

6.       Purchase decision :

              Product choice

              Brand choice

              Dealer choice

              Purchase amount

              Purchase timing

              Payment method

Therefore for a Himalaya consumer the decision to make a purchase is determined or influenced by various factors:

Its market position , the way Himalaya establishes itself as a herbal ayurvedic brand which uses the age old methods to cure skin problems. Purchase of the product also depends upon its accessibility and affordability, Himalaya places itself as a mass consumer good with prices of its variance ranging from as low as Rs.15 to Rs. 250.

Consumer behavior of a Himalaya neem face wash also depends upon his/her motivation and loyalty to use the product again once hi/she is statisfied with the value it offers.

Himalaya today has a market share of around 40% , and has a share of its loyal customers who keep making those post purchase decisions to buy the product again and again after use.