Business Studies
There are several different brand names and tissue products in the tissue box industry. Some of these names include Al – Fair, Muscat, and Al – Kabeer etc. Many of these different products come in different designs, shapes, colors and sizes. In my report I have chosen to analyze two competitor products and compare them to Al – Kabeer’s product. The two competitor products I have chosen to analyze are the Al – Fair and Muscat tissue products. Before I go on to the two competing companies, I would like to take a look the consumer’s behavior regarding the buying process. The purchase of tissue boxes is a low involvement process from the consumer due to the fact that they are buying an everyday object which falls into the same category as toothpaste and other such items. There are many factors affecting the decision making process of the consumer which in turn makes buying a tissue box a low involvement process, and also this means that the consumer will most probably not be thinking about the design of the box itself, but regardless this is important. The factors that are involved are the consumer’s beliefs, behavior during decision making and evaluation on a quick basis when dealing with small products as the one in question. This is also referred to as buying based on inertia. This basically means that the consumer is not involved with the product. Al- Kabeer has to switch the customer’s low involvement with the product to a high involvement and make their decision making complex along with developing a sense of brand loyalty as have the other two companies discussed below. This will definitely increase sales at a steady and gradual pace. Al – Fair is a well established company in the Sultanate of Oman and consists of several supermarket outlets in and around the capital city of Muscat. Their products range from food stuff, accessories and other. The tissue boxes that Al – Fair introduced were different from ours and following are the characteristics of the Al – Fair tissue boxes. The Al – Fair tissue box is a cardboard box that is rectangular in shape and the outer covering consists of several colors in coordination with the Al – Fair logo colors which are green and yellow.