Marketing Consumer Behaviour for Colgate Toothpaste

RUNNING HEAD: Marketing Consumer Behaviour
Marketing Consumer Behaviour
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Marketing Consumer Behaviour 1
Executive Summary
The purpose of this report is to enlighten the reader about the Colgate Toothpaste product of
Colgate Palmolive Company. The report evaluates a critical analysis of the consumer behaviour
in the company along with the strategic recommendation as well. The customers present in the
FMCG industry are already attracted to the company due to present brand loyalty. Further, the
strategic recommendations provided in the report will help the company in increasing its market
share and attaining successful growth as well. More details about the report are discussed below:

Marketing Consumer Behaviour 2
Contents
Executive Summary.........................................................................................................................1
Product Overview............................................................................................................................3
Critical Analysis..............................................................................................................................3
Factors affecting Consumer’s Decisions.....................................................................................6
Strategic Recommendation..............................................................................................................6
References........................................................................................................................................8

Marketing Consumer Behaviour 3
Product Overview
The previous assessment explained the toothpaste product provided by the company is highly
demanded in the market. It is one the leading product present in the FMCG industry. The
company is an umbrella brand that is used to purchase the oral hygiene products such as
toothpastes, toothbrush etc. The company was originated in the year 1873 by American
consumer goods conglomerate Colgate-Palmolive. Colgate toothpaste is the only brand present
in the market that is purchased by more than half of the households present in the industry (Sharp
2016). The company has now introduced diversified types of Colgate Toothpaste with different
specifications as well. The brand is highly recognized in the market and is consumed by loyal
customers as well. The global market penetration of Colgate Toothpaste is more than 50%. Being
present in the consumer goods industry, the company also enjoys the attention of customers in
organization. Further, the biggest competitor of Colgate present in the FMCG industry is
Pepsodent. However, the products of Colgate are comparatively more demanded in the market.
Colgate is being used by all type of members present in a family and the brand also gives
satisfaction to the customers in the market. The customers are highly satisfied with Colgate
Toothpaste in the market. Also, the company has already captured half of the market and strong
consumer analysis will successfully help them to capture the other half market share as well. The
product is strongly recommendable in the market by the customers as well (Hariharan, et. al.,
2018).
Critical Analysis
The consumer behaviour focuses on the buying behaviour of consumers that uses the goods and
services present by the company in the target market. This aspect helps the company to analyse
the aspects that affect the decision making process of an individual. It is very important for an
organization to understand the buying behaviour of the consumer in order to analyse the market
demand of the product. Consumer behaviour analysis can also help the company in increasing
the demand of the products in the market (Pieters, Erdem, and Martinovici 2017). Further, the
critical analysis of the consumer behaviour will help the Colgate Toothpaste in understanding the