Anti- bacterial soap manufacturers are modifying some of their brand elements to meet the dynamic consumer preferences. Principally the modifications involve stuffing their products with diverse fragrances and antiseptic properties. They have adopted branding strategies and positioning that tends to differentiate their products from competing brands.They are also taking steps to cultivate existing customers with new products rather than look for new consumers with new antibacterial soap brands. The producers have also built kiosks in open markets to come closer to the consumers with direct sales and product availability.
Consumer responses: Meanwhile, some consumers are saying these measures have not impacted significantly on end users as health concerns have been major reasons for the scepticism in the market as regards chemical composition of the antibacterial soap brands. However, some consumers claimed they cannot do without bathing with antiseptic soaps, adding that the concern over the possible presence of chemicals that are inimical to their health is secondary, since they have been using the soaps for a long time.
Would you still buy anti bacterial soaps if they are modified?