Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Surf excel Bar

Surf excel bar is an example not only of some of the conceptual usages associated with consumer behaviour, but there is also a direct message with respect to how consumer behaviour can be used in conjunction with brand management. Surf excel bar is a premium detergent bar. The bar’s usage is restricted to a few markets in the world, and India is one among them. Detergent bars have been used by housewives for the last several decades in India. Detergent bars symbolize the ritual of washing clothes, are associated with the cleansing action, with clean clothes, and hence with happiness and belongingness among family members. These symbolic images have been periodically created by advertising messages associated with detergents ...