Consumer Purchase Behaviour Report 2022

Running head: CONSUMER BEHAVIOUR
Consumer Purchase Behaviour
Name of the student
Name of the university
Author Note:

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CONSUMER BEHAVIOUR
Assignment 1.
Executive summary:
The report shows that the business organisations should have profound knowledge of the criteria
which consumers take into account while making purchase decisions regarding buying certain
products. The customers today take into account factors like quality and costs while making
purchase decisions. They also take into account the online available reviews and reviews gained
from friends and relatives regarding the products. The consumers also consider the alternative
products available in the market. Business organisations should identify all these criteria in their
product strategies in order to ensure that their products are able to create value to customers.

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CONSUMER BEHAVIOUR
Table of Contents
Assignment 1...................................................................................................................................1
Introduction:....................................................................................................................................2
Part 1. Brief background of Sensodyne including the branding aspect:..........................................2
Part 2. Primary research:..................................................................................................................3
Part 2.1. What triggered the problem recognition?......................................................................3
Part 2. 2. Time (costs and benefits) associated with the information search, and what was
involved in the information search:.............................................................................................3
Part 2.3. The evaluative criteria and the consideration set of the consumer and how the
consumer made their decision:....................................................................................................4
Part 2.4. Where and how it was purchased and the environmental triggers happening at this
stage of the decision making process:.........................................................................................4
Part 2.5. What happened at the post evaluative stage?................................................................4
Part 3. Comparison of the primary research with academic literature:...........................................5
Part 4. Summary of the purchasing behavior:.................................................................................6
Conclusion:......................................................................................................................................6
References:......................................................................................................................................8
Appendix: Interview transcript:.....................................................................................................10

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CONSUMER BEHAVIOUR
Introduction:
Business organisations today consider understanding the decision making processes of
their target customer segments in order to ensure that they are able to market appropriate
products to them so as to generate high revenue. Karimi, Holland and Papamichail (2018)
mention that customers today take into account information they gain from different sources like
online sources while making decisions to purchase particular products. In fact, the decision
making process of purchasing particular products is extremely dynamic and changes from time
to time. Limpo, Rahim and Hamzah (2018) mention that consumers today consider several
criteria like product quality and prices while making purchase decisions. The business
organisations today conduct market research to identify the criteria which customers take into
account for making purchase decisions in order to be able to provide them products which suit
these criteria and generate high revenue for them. The aim of the paper would be conducting an
analysis of the customer purchase decisions by a multinational company in terms of one its brand
of products marketed by it in Australia. The company would be GlaxoSmithKline Plc. or GSK
and the chosen brand would be Sensodyne toothpaste (Gsk.com. 2020).
Part 1. Brief background of Sensodyne including the branding aspect:
Sensodyne is an brand of premium toothpaste marketed by GSK through its Australian
subsidiary namely, GSK Australia. The company markets a range of toothpaste which are
formulated to fight specific dental problems like bleeding gums and dental sensitivity. Thus, the
brand appeal of Sensodyne lies in the fact the products marketed under the brands is formulated
to fight specific dental conditions and are often purchased by consumers suffering from denta;
problems (Au.gsk.com. 2020). The target market of Sensodyne under study would be Australia.
The oral care market of the country is extremely competitive with presence of several global