Head & Shoulders: A Comprehensive Look at Consumer Behaviour

This report provides an analysis and evaluation of Procter & Gamble's hair care line, head & shoulders. With head & shoulders new marketing campaign, this report analyses the effectiveness of this campaign in comparison to the ever growing competition of other anti-dandruff hair care products in the United Kingdom (UK). The report also provides recommendations for increasing awareness of the head & shoulders brand and how it could stand out among competitors.

The research draws attention to the fact that head & shoulders is a low involvement product that deals with a problem (anti-dandruff) that is embarrassing for consumers. In the focus groups held for the analysis, 75% of participants answered head & shoulders when first asked 'if you were looking to buy an anti-dandruff shampoo, which brand would you purchase?" (Weiss, 2006). It was also found that in comparison to three other popular anti-dandruff brands, head & shoulders ranked the highest among consumers surveyed. They were also rated the highest on the two most important attributes of shampoo products: 'End result' and 'Accessibility' (Kavanagh, 2006).

In addition, head & shoulders is easily identified by consumers in terms of physical attributes and function of the product. Plus, 90% of one of the focus groups had a positive impression for head & shoulders products (Nathanson, 2006). Further investigations revealed that the positive impression left on consumers is supported by different promotions in stores and only somewhat by the new head & shoulders spokesperson, American actress Kristin Davis.