How do consumers behave towards these different brands ? ELSEVE CASE

Elsève is a brand that has been on the shampoo market for more than 40 years now. Consequently the brand has proven its worth and is now ranked as the top market leader in hair-care in France with 18,5% market share and 450 millions annual sales. According to TNS (World leader in market research) a woman out of three buys Elsève in France. But what really drives the consumers to buy this shampoo rather than another one. The strategy of Elsève is to identify targets to create a specific product for each type of consumers as you can see on the table below.

But why are people so interested by the brand?  What are really the forces that drive consumer to buy Elsève?

·      Emotion: The emotion that consumers feel about Elseve is really important for them because they feel they are using quality products that will not damage their hair as it high-tech technology: Elsève Fibralogy,  Total Repair, Expertise EverRich

·      Motivations: The brand is using celebrity endorsement. For their advertising campaign, Elsève promotes their products through the image of many celebrities such as Doutzen Kroes, Laetitia Casta, Eva Longoria for women or Patrick  Dempsey for men and many more. The result here is that women and men are motivated to buy the products as it will make them feel more “sexy”.

·      Values: You may find 3 different types of values, such as cultural, personal and consumption values that can explain consumer’s feeling about a specific brand. Concerning Elsève, personal value is the more relevant one as it is considered as the individual’s belief about what are desirable to them selves and is closely linked to need. Buying Elsève for consumers is a need.

·      Decision-making: Last but not least, the final choice!! Choosing a shampoo is never easy but once you find THE shampoo that corresponds to your expectations you keep up with it. When talking about Elsève, consumers tend to say they are very loyal to the brand as it offers them a large variety of choice that is very specific.