Despite numerous marketing mix studies of detergents very little academic investigation to determine its significant marketing attributes exists. This paper aims to determine among advertising, branding and pricing attributes, what working mothers significantly consider when buying a detergent. Allowing working mothers to assign values in each attribute, the conjoint analysis method was used to determine the derived importance instead of the stated importance.
This enables the generation of a regression model with a variability of 0.70, describing the working mothers’ choice of detergent to reveal that price with a positive coefficient of 4.58, very high, p-value of 0.013, significant is the only attribute that emerge considerable, compared with brand with a positive coefficient of 0.83, very low, p-value of 0.61, not significant. Moreover, there were no significant difference among working mothers when grouped according to their employment status (full-time, part time or self-employed), civil status (single parent or married) and level of income (low, moderate or high). This implies that working mothers remains to be a market niche without any sub niche in the detergent market. Pricing strategy is the key for detergent companies who wanted to enter, maintain or increase their market share.
Table of Contents
1. INTRODUCTION
1.1 Framework
2. OBJECTIVES OF THE STUDY
3. Methodology
3.1 Research Design
3.2 Statistical Treatment of Data
4. Results and Discussions
5. Conclusion
Research Objectives and Focus Areas
This study aims to investigate the relative influence of advertising, branding, and pricing attributes on the detergent purchasing decisions of working mothers. By employing a conjoint analysis method, the research seeks to identify which of these factors serves as the primary driver for consumer choice and to determine whether distinct market niches exist among this demographic based on their employment status, civil status, or income level.
- Analysis of detergent marketing attributes: advertising, branding, and pricing.
- Evaluation of consumer purchase influencers among working mothers.
- Identification of potential market niches based on demographic profiles.
- Application of conjoint analysis and multiple regression to model consumer preference.
- Strategic implications for companies entering or maintaining share in the detergent market.
Excerpt from the Book
METHODOLOGY
Through the purposive stratified sampling techniques, a mixed method sampling strategy (Teddlie & Yu, 2007), the researcher divides the working mothers into their demographic profile, allowing them to ascertain and portray in detail the characteristics that are similar or different among subgroups of working mothers in their choice of detergent (Ritchie, Lewis, & Elam, 2003). The study selected 50 working housewives from Toril, Davao City. The respondents used the self-constructed questionnaires (Brinkmann, Schuetzmann, & Richter-Appelt, 2007); subject the instrument to three expert validations (Rattray & Jones, 2007) before administering to the respondents. The researchers before the actual administration of the questionnaire to the working mothers introduce themselves and explain the objective of the research (Boynton, 2004). After the working mothers accomplished the questionnaire the researchers retrieved and tally their response.
The conjoint analysis techniques a causal research design allows the working mothers to make tradeoffs between advertisement, brand and price of detergent on a scale ranging from not influential to extremely influential (Orme, 2006). After the working mothers were able to arrange a list of combinations of detergent attributes in terms of advertisement, brand and pricing, the result is ranking attributes and through analysis an order preference of detergents desirability among working mothers (Gustafsson, Herrmann, & Huber, 2007). Conjoint analysis is effective in identifying important attributes of detergent consumer (Schaupp & Bélanger, 2005). The primary objective in identifying the preference attributes of consumers can be easily obtain through the multiple response from working mothers (Bridges et al., 2011). However methodological weakness exists due to the limited number of discrete level conjoint analysis can identify (Scholl, Manthey, Helm, & Steiner, 2005). This weakness force equal subjective scale choice for the working mothers (Rao, 2008). Setting a choice-based conjoint analysis, where attributes have been scrambled to reduce the chances of repeated process can address such weakness (Huber, 2005).
Summary of Chapters
INTRODUCTION: Provides a background on the role of detergents in the lives of working mothers and discusses global market trends and marketing strategies used by multinational companies.
OBJECTIVES OF THE STUDY: Defines the research goal to analyze the significant attributes of advertising, branding, and pricing in influencing purchasing behavior.
Methodology: Details the research design, including the use of purposive sampling, surveys, and the application of conjoint analysis to quantify consumer preferences.
Results and Discussions: Presents the statistical findings, including ANOVA tests and multiple regression models that indicate price as the dominant factor in consumer decisions.
Conclusion: Synthesizes the findings, confirming that price is the primary influencer and that no significant sub-segments exist among working mothers based on demographics.
Keywords
Marketing attributes, detergent pricing, conjoint analysis, multiple regression analysis, variance analysis, Davao City, Philippines, Southeast Asia, brand equity, consumer behavior, sachet marketing, bottom of the pyramid, market segmentation, purchasing decision.
Frequently Asked Questions
What is the primary focus of this study?
The study examines the purchasing behavior of working mothers regarding detergents, specifically analyzing which marketing attributes—advertising, branding, or pricing—influence their choices the most.
What are the central themes of the research?
The central themes include the impact of brand equity, the effectiveness of pricing strategies, the role of advertising, and consumer behavior within the "bottom of the pyramid" market segment.
What is the core objective or research question?
The main objective is to determine which attribute (advertising, brand, or price) is most significant to working mothers when buying detergents and whether there are distinct market niches based on their demographics.
Which scientific method is employed?
The study uses a causal research design, specifically conjoint analysis and multiple regression analysis, to assess how respondents make trade-offs between different product attributes.
What is discussed in the main body?
The main body covers the theoretical framework of marketing mix, the methodology of the conjoint analysis, the demographic distribution of the respondents, and the resulting statistical regression models.
Which keywords characterize this paper?
The paper is characterized by terms such as detergent pricing, conjoint analysis, multiple regression, brand equity, and sachet marketing strategies.
Why is the "bottom of the pyramid" concept relevant to this study?
It is relevant because the majority of the working mothers surveyed fall into the low-income bracket, making price a critical factor in their ability to purchase household goods.
What were the findings regarding the influence of advertising?
The study found that advertising had the lowest influence on purchasing decisions compared to price and branding among the participating working mothers.
Did demographic profiles create distinct sub-segments?
No, the ANOVA results indicated no significant differences in detergent purchasing preferences among working mothers when grouped by civil status, employment status, or income level.
Why is "sachet marketing" mentioned as a key factor?
Sachet marketing is a successful strategy in the Philippines that leverages accessibility and affordability to reach low-income consumers, aligning with the observed preference for lower prices.
- Quote paper
- Vicente Salvador Montaño (Author), Manuel S. Ortega (Author), 2016, Working Mothers Buying Detergents. Only Price Matters, Munich, GRIN Verlag, https://www.grin.com/document/335925
