Consumer Behaviour and Marketing Psychology

This report brings out a study on customer satisfaction, which regards it Colgate. The main idea to foresee the several factors, which influence customers while purchasing or using Colgate. Data has been collected through Survey monkey and it has been further described through literature of review.

CONSUMER BEHAVIOUR AND
MARKETING PSYCHOLOGY

Contents
Introduction................................................................................................................................2
Purpose.......................................................................................................................................2
Development of survey instrument............................................................................................3
Administration processes...........................................................................................................3
Data Analysis.............................................................................................................................3
Key findings...............................................................................................................................4
Conclusion................................................................................................................................13
References................................................................................................................................14

Introduction
This report brings out a study on customer satisfaction, which regards it Colgate. The main
idea to foresee the several factors, which influence customers while purchasing or using
Colgate. Data has been collected through Survey monkey and it has been further described
through literature of review. While distributing the surveys to the people, random sampling
has been used to collect information as taken among the sample respondents (Agnihotri,
Dingus, Hu, and Krush, 2016). People in the world are quite are quite aware of toothpaste and
advanced toothpaste included in the whitening toothpaste, which will include expansion of
toothpaste comprising triclosan that can avail extra shelter for gum diseases, bad breath,
calculus, plaque, and plaque. Colgate contain ingredients including triclosan (Agnihotri,
Dingus, Hu, and Krush, 2016). It is seen that there are several opportunities in the toothpaste
industry as oral care can offer high potential as if the penetration and per capita spending can
switch demand to the valued products such as toothpaste, mouthwash, and toothpowder
(Agnihotri et al., 2016).
Purpose
Before deriving potential of the problem, it is important to foresee the issue with the
toothpaste. It has been included in the basic FMCG products. There are several competitors
so it becomes necessary to answer given question for Colgate including how to know, present
response, who uses it and from where to buy (Eisingerich et al., 2016). The aim is to find how
far people are aware of Colgate and how people can be attracted. The study brings out idea
regarding the competitive market share to know the preferences of the customers to
determine the buying behaviour of the customers (Eisingerich, Heide, Merloand and Tracey,
2016). This study will suggest necessary improvements utilised in the innovation so that it

can improve the overall quality (Eisingerich, Merlo, Heide. and Tracey, 2016). The objective
consists of-
To acquaint the measurement of the level of customer satisfaction
To know the level of awareness among the customers
It will determine the market share of Colgate
It will be helpful to determine several factors affecting the customer to purchase Colgate
(Eisingerich, Merlo, Heide. and Tracey, 2016).
Development of survey instrument
The report has used survey monkey to know about the customer satisfaction. It is seen that
the research is based on primary data. It has been conducted through interacting to people by
random sampling (Hussain, Nasser, and Hussain, 2015). A questionnaire is prepared with 10
questions reflecting the type and quality of the product it avails to the customer (Hussain,
Nasser, and Hussain, 2015). The filled information will be analysed through perception,
purchasing decision of the customers, and checking the buying pattern of the customers
(Hussain, Nasser, and Hussain, 2015).
Administration processes
It is note that where there are numerous processors that will include supportive actions of
Colgate including human resources, finance, and accounting. In order to an overview of the
perception and though process. To evaluate and undertake the responses of 12 respondents, it
is easy to determine the p preferences of the customers (Zablah et al., 2016).
Data Analysis
With the purpose of implying deep thoughtful of the sensibility of customers, it has been
considered that report uses instrument named “Questionnaire” that is quite significant to

examine data. The questionnaire has ten questions that are made to analyse the perception of
the customers by asking the age group, source of information, hoe often they uses Colgate,
what are the competitors of Colgate, brand specification for the Colgate, and how many times
people brush their teeth, flavours of Colgate as being availed by the company (Zablah et al.,
2016).
Key findings
(Source: Survey monkey, 2019)
While analysing the graph given, it is considered that total respondents are 12 in number.
This part defines the age group of the respondents. Among the total respondents, one

respondent (8.33 percent) is under 18 years, 75 percent of the respondents (9 people) are
between 18-24, and two people (16.67 percent) of people are between 25-34.
(Source: Survey monkey, 2019)
When looking at the graph given, it is perceived that there are several brands of toothpaste.
This question reveals the number of respondent who uses Colgate, pepsodent, oral care
fluoride, and crest. From the above table, it is seen that 33.33 percent of the Colgate users,
41.67 percent (5 people) of use Pepsodent, 16.67 percent of the people use oral care fluoride,
and 8.33 percent of the people use Crest.

(Source: Survey monkey, 2019)
From table above elaborates and determines the frequency of using Colgate in a year. It can
be seen that 25 percent (3 people) of the respondents purchase Colgate every month, 66.67
percent of respondents purchase Colgate in every four months (8 person), 8.33 percent of the
respondents purchases Colgate once in every eight months (1 person), and none of the
respondents purchases Colgate only once in an year.

(Source: Survey monkey, 2019)
From the description given here, it is considered that there is a specific source of information
through which people are induced to buy the Colgate. People get information through TV,
social media, websites, and Newspaper. 16.67 percent of respondents (two person) came to
know about Colgate from Newspaper, 58.33 percent of the respondents came to know about
Colgate from TV, 16.67 percent of the respondents (2 people) know Colgate through social
media and 8.33 percent of the respondents acquainted it from websites.

(Source: Survey monkey, 2019)
From the table given, it is seen that people often brush their teeth on the basis of time span in
a day. 25 percent (3 people) of the people (respondents) never brush their teeth, 41.67 percent
of the people (5 people) argument their teeth once a day, 33.33 percent of people (4 people)
brush their teeth twice a day, and none of the respondents brush their teeth seven periods in a
time.

(Source: Survey monkey, 2019)
When considering the table, it is perceived that there are varied flavours of Colgate. This
discussion elaborates the frequency of people used as a flavour of the Colgate. The given
choice is determined as original Colgate, sensitivity pro-relief, visible white and maximum
cavity protection. 25 percent of the respondents prefer original Colgate, six respondents out
of total 12 respondents prefer maximum cavity protection, and 25 percent of the respondents
prefer visible white and none of our respondents prefers sensitive pro-relief.

(Source: Survey monkey, 2019)
This graph indicates that people often consider the flavour of toothpaste as important criteria.
75 percent of the survey takers (9 people) care about the care of Colgate and 25 percent of the
people (3 people) do not consider flavour of Colgate as an important thing.

(Source: Survey monkey, 2019)
The graph indicates that packaging, price, size of toothpaste, and fragrance of toothpaste.
While influencing the purchasing of the product, 25 percent of the people are affected and
attracted through packaging, 41.67 percent of respondents are attracted because of price of
Colgate, and 33.33 percent of respondents are attracted towards the size of the toothpaste.

(Source: Survey monkey, 2019)
This question signifies the level of satisfaction with Colgate. 16.67 percent of defendants are
very pleased with Colgate, 50 percent of the respondents are satisfied, 33.33 percent of the
defendants are dissatisfied, and none of defendants is very disappointed with Colgate.

(Source: Survey monkey, 2019)
This graph defines the future concerns of the people deciding whether customers will further
purchase it in future or not. In the graph given, it is seen that 91.67percent of the respondents
say yes for the planning to buy Colgate and 8.33 percent of people will not purchase Colgate.
Conclusion
As a suggestion, which is derived from finding from the questionnaire, it is seen that Colgate
must introduce new varieties and flavours for kids, it should create cartoon shaped toothpaste
so that it can attract children. The kids must be induced by availing those gifts such as small
toys and company should also avail Colgate toothpaste enabled with the Colgate brush. From
the above data analysed, it is seen that customer satisfaction is an important factor to forecast
sales of product in a particular regional area. It is quite evident that Colgate toothpaste have
good brand image while evaluating the fewer side effects of the product that can act as a
motivating factor in order to purchase products and concentrate while reducing the products.

References
Agnihotri, R., Dingus, R., Hu, M.Y. and Krush, M.T., 2016. Social media: Influencing
customer satisfaction in B2B sales. Industrial Marketing Management, 53, pp.172-180.
Eisingerich, A., Merlo, O., Heide, J. and Tracey, P., 2016. Customer satisfaction and
purchase behavior: The role of customer input. In Looking forward, looking back: Drawing
on the past to shape the future of marketing (pp. 220-220). Springer, Cham.
Hussain, R., Al Nasser, A. and Hussain, Y.K., 2015. Service quality and customer
satisfaction of a UAE-based airline: An empirical investigation. Journal of Air Transport
Management, 42, pp.167-175.
Monkey survey, (2019) Questionnaire. Available on:
https://www.surveymonkey.com/r/KVZHZ3B [Accessed on: 22/09/19]
Zablah, A.R., Carlson, B.D., Donavan, D.T., Maxham III, J.G. and Brown, T.J., 2016. A
cross-lagged test of the association between customer satisfaction and employee job
satisfaction in a relational context. Journal of Applied Psychology, 101(5), p.743.