Consumer Behaviour and Marketing Psychology

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