Published Paper Details:

Differentiation is a key factor to position a product in the mind of the customer. The concept when applied by a marketer can either be a relevant differentiation or an irrelevant differentiation. Studies reveal that there are instances where customers view irrelevant differentiation as a cue for purchase. But other studies propone that only relevant differences can provide substantial benefit for the product. This study has intended to find the mindset of a customer with regard to differentiation. The conceptual explanations to product differentiation as seen through relevant studies in the domain are brought out in the first phase and later information relevant to those were collected from consumers to gain clarity about the concept. Differentiation is seen as a strategic advancement that a firm brings forth against competition. A marketing strategy is effective only when it is able to create a long term impact on the consumer for purchase and repurchase. So it has to be understood whether any type of gimmicks in the name of differentiation is accepted by the consumer or is it that the consumer looks for substantial improvements that benefit him/her. The study is done on the consumers of Kerala with regard to selected personal care products. The study indicates that consumers are conscious of the benefits they receive from products they choose and act accordingly. Differentiation is used as a key to choose from umpteen numbers of variants but only when it could provide benefits that are important to the consumer. A repeated purchase is apparently considered only when such a differentiation is plausible to the consumer.