Consumer Decision Making process

Potential Existing Lapsed

See and listen to advertisements of Axe (Affective)

Need
Pre-Purchase

Recognition
Can Easily remember Axe advertisement (Cognitive)

Buyer finds Price and Fragrance Suitable (Cognitive) Information

Search
If these two are only important factors (Affective)
Not Available
Buy Product (Active) Other deodorants with same attributes Evaluation
Purchase

of
alternatives
Repeat the variant used last time Different Variant Purchase
Purchase Decision
Liked the product Usage (Active)
Post-Purchase

Did not Like the product Post Purchase

behavior

wait till bottle buy new

is empty bottle
Recommendation
Axe should come up marketing communication such that positioning of it
can appeal to both male and female customers.
Axe must have put more emphasis on utility factor to change its position
of typical young boys.
More focus on fragrance, long lastingness and price to be put while
packaging and diversity of fragrances are to be given less priority
As advertisement and Social group are found to be two biggest influencers,
Axe must keep the advertisement subtle in nature
They should categorically launch product from different segments as
requirement of each segment is different i.e.
Fragrance Packaging Long Lasting Price Diversity

General 4.2 2.6 3.7 3.3 2.8

Books readers 3.4 3 2.5 2.8 3.2

Chatting with friends 3.6 3.9 3.4 3.4 2.9

Sports 3.7 3.5 3.0 2.7 3.2

Reading books 3.3 2.8 2.0 2.5 3.3

M/M 3.7 3.1 3.0 3.0 3.4