Case Analysis P&G Tide

Jun 18th, 2015
Studypool Tutor
Alabama State University
Price: $25 USD

Tutor description

P & G is one of the largest consumer packaged goods company in the world. Nearly 99% of all U.S households use one of its product. It has more than 300 products worldwide. P & G Has six brands of laundry detergents in the United States (Tide, Cheer, Gain, Era, Dreft and Ivory Snow). It also has six brands of bath soaps (Ivory, Safeguard, Camay, Olay, Zest and Old Spice); seven brands of shampoo (Pantene, Head & Shoulders, Aussie, Herbal Essences, Infusium 23, Pert Plus and Physique); four brands of dishwashing detergents(Dawn, Ivory, Joy and Cascade); three brands of each of tissue paper and paper towels(Charmin, Bounty and puffs), skin care products( Olay, Gillette, Complete Skincare and Noxzema); and deodorant (Secret, Sure and Old Spice); and two brands each of fabric softener (Downy and Bounce), cosmetics (Cover Girl and Max Factor), and disposable diapers (Pampers and Luvs). It also sells 16 different products in Latin America and 19 in Europe, Middle East & Africa.

Word Count: 7369
Showing Page: 1/20
IntroductionImpulsivenessImpulse buying behavior is an enigma in the marketing world, for here is a behavior which the literature and consumers both state is normatively wrong, yet which accounts for a substantial volume of the goods sold every year across a broad range of product categories (Bellenger et al., 1978; Cobb and Hoyer, 1986; Han et al., 1991; Kollat and Willet, 1967; Rook and Fisher, 1995; Weinberg and Gottwald, 1982). Possibly, these negative evaluations of impulse buying behavior emanate from psychological studies of impulsiveness that characterize impulse behavior as a sign of immaturity and lacking behavioral control (Levy, 1976; Solnick et al., 1980) or as irrational, risky, and wasteful (Ainslie, 1975; Levy, 1976; Rook and Fisher, 1995; Solnick et al., 1980).Rook and Fisher (1995) were among the first marketing researchers to suggest that these normative evaluations act to moderate individual impulsive traits and, thus, reduce consumer impulse buying behavior. In other words, consumers attempt to control their innate impulsive tendencies because they do not want to be perceived as immature or irrational. However, this moderating effect does not conform with the high reported incidence of impulse buying behavior in studies conducted over the last four decades. These studies show that most people - almost 90 per cent - make purchases on impulse occasionally (Welles, 1986) and between 30 per cent and 50 per cent of all purchases can be classified by the

Review from student

Studypool Student
" Wow this is really good.... didn't expect it. Sweet!!!! "
Ask your homework questions. Receive quality answers!

Type your question here (or upload an image)

1825 tutors are online

Brown University





1271 Tutors

California Institute of Technology




2131 Tutors

Carnegie Mellon University




982 Tutors

Columbia University





1256 Tutors

Dartmouth University





2113 Tutors

Emory University





2279 Tutors

Harvard University





599 Tutors

Massachusetts Institute of Technology



2319 Tutors

New York University





1645 Tutors

Notre Dam University





1911 Tutors

Oklahoma University





2122 Tutors

Pennsylvania State University





932 Tutors

Princeton University





1211 Tutors

Stanford University





983 Tutors

University of California





1282 Tutors

Oxford University





123 Tutors

Yale University





2325 Tutors