RBI for Madam is evaluated to be 80% as customers in this segment are less adventurous and has the spending power to afford product brands that has proven records. Nevertheless, the effectiveness of the products plays a comparatively more significant role (compared to brand influence) in their purchase decision making process. Therefore, although branding is important, a more effective product with similar branding status would entice them to switch. As such, a 80% score is given.

 

RBI for Missus is higher than Madam at 90% because they are more receptive to try out different brands rather than sticking to a single brand. With high switching behaviours, well-known and reputable brands would lower their perceived risk and assure them of a certain level of quality. Hence, RBI for this group of customers is the highest as their purchase decisions are highly based on branding.

 

RBI for Gentlemen is the lowest among the three segments. At 50%, we believe brand only matters to a certain extent for men as they tend to focus more on the effectiveness and quality of the beauty products that they are buying. Hence, although SK-II brand is important, the utilitarian aspects of the product would play a relatively more important role in the decision making, resulting in an RBI of only 50%.