Consumer Behavior Analysis of Sensodyne Toothpaste Brand

Consumer Behavior 1
CONSUMER BEHAVIOR
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Consumer Behavior 2
Table of Contents
Executive Summery.........................................................................................................................3
Product Overview............................................................................................................................3
Critical Analysis..............................................................................................................................4
Role of Perception in shaping purchase decisions...........................................................................5
The role Attitude in shaping purchase decisions.............................................................................6
Role of motivation on consumer decisions......................................................................................7
Strategic Recommendations............................................................................................................8
Change in advertising Strategy....................................................................................................8
Maintenance of high quality products..........................................................................................9
Sales promotions..........................................................................................................................9
Conclusion.......................................................................................................................................9
List of References..........................................................................................................................11

Consumer Behavior 3
Executive Summery
The consume taste and preference is among the key factors that should be given priority in the
manufacture of consumer products. It is expected that in a free market economy, consumers can
switch from one product to another based on a number of factors such as change in prices,
availability of alternative products and the consumer preference .The tooth paste brand
Sensodyne is known for its high quality. However, the recent advertisement of the brand only
focused on the products effectiveness in handling tooth sensitivity while most of the tooth pates
and mouth wash had teeth whitening and mouth refreshing qualities. In order to correct the
consumer perception and attitude towards the brand, the report suggest, change in advertisement
methods, sales promotion and maintenance of high quality products to ensure that the brand does
not lose its customer base. The report analyses the various factors that contribute to consumer
purchasing decisions with special interest in consumer perception and attitude. It analyses how
advice, societal norms, lifestyle, etc influence the consumer perception and attitude on the
products. The repot bases its analysis on the results of a recent research conducted among the
consumers of Sensodyne products
Product Overview
Sensodyne is a brand name for a tooth paste and mouth wash. The brand comes in with a wide
variety of products. The brand has enjoyed a wide market base for many years as most. It is
popular among consumers with dental problems due to the pain relieving g attributes attached to
the products. Some of the most common sensodyne products include ; rapid relief mint, Rapid

Consumer Behavior 4
Extra Fresh, extra whitening protection 24/7 , full protection 24/7 Protection and Fresh Mint
24/7 Protection. Other Sensodyn products include Sensodyne Repair and Protection and
Sensodyne Repair and Protect Extra Fresh. Despite all these product variety that bare the brand
of Sensodyne, the advertisement of the brand has been based on general qualities of the
toothpaste and mouth wash (Zeithaml 2011, p. 20). The advertisements by the company are
tailored to portray the product as the solution to the dilemma of tooth sensitivity. However, the
compact has been focusing on the production of tooth pates that aid in tooth whitening and
mouth refreshing. However, the marketing technique that the brand has adopted seam to mislead
the consumers. While the band advertisement focused on the pain relieving quality of the
product, the manufactures of the product focused producing tooth pastes and mouth washers that
refreshes the mouth and whitens the teeth. The advertisement therefore provides misleading
information about Sensodyne products (Madzharov, Block, and Morrin 2015, p. 86). As a result,
the customer base of the brand has declined the product does not meet the customer demands.
Since advertisements play a vital role in the promotion of the products and the brand, it is
therefore paramount essential to provide relevant information on the advertisements to attract the
right group of customers and to ensure that the product meets the customer preference.
Critical Analysis
According to the recent research conducted among the consumers of Sensodyne toothpaste, it is
evident that a wide range of factors influences the consumer behavior of the customers. These
factors influence the consumer taste and preference of a product. The manufacture of the product
operates in a free market economy and therefore it is vital to understand the consumer tastes and