Case Analysis P&G Tide

Jun 18th, 2015
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Alabama State University
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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

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