Consumer Behaviour & Marketing Psychology

Consumer Behaviour &
Marketing Psychology

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Table of Contents
Introduction.......................................................................................................................... 3
Development and Administration Process of Survey...................................................................3
Q1. What is your age?........................................................................................................ 3
Q2. Which brand of toothpaste do you prefer to use?........................................................3
Q3.Why do you prefer Colgate toothpaste over other brands?..........................................3
Q4. What is your perception of Colgate toothpaste?..........................................................3
Q5. To what extent do you relate with the lifestyle of Colgate toothpaste?.......................3
Q6. What is the primary attitude that you relate with Colgate toothpaste?.......................3
Q7. What has been your biggest influence to buy Colgate toothpaste?.............................3
Q8. The price of Colgate toothpaste is?.............................................................................3
Q9. How would you pay for Colgate toothpaste?...............................................................3
Q10. Are you a loyal customer of Colgate toothpaste?......................................................3
Data Analysis........................................................................................................................ 4
Key Findings......................................................................................................................... 4
References........................................................................................................................... 8
Appendices......................................................................................................................... 9

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Introduction.
Consumer behaviour is related to study regarding how an individual, groups, and organisations
chooses, purchases, and disposing ideas, products, and services for satisfying their wants and
needs. It is also action of consumers in market and fundamental motive regarding those actions.
Marketing psychology is defined as the overall feeling between market respondents that impels them
for purchasing or selling (Ramya and Mohamed Ali, 2016). The main purpose of conducting survey is
to develop awareness about consumer buying behaviour with respect to toothpaste. It also helps to
understand different themes related to consumer buying behaviour. These themes are perception,
attitudes, motivation, group and individual differences, culture, family and lifestyle. These themes
affect the decision of consumer for purchasing toothpaste.
Development and Administration Process of Survey.
Toothpaste is a product which is used in our daily life. It seems that people have been using different
brands of toothpaste according to their needs and wants. This survey will be focusing on consumer
buying behaviour and their issues related to toothpaste product. This survey is implemented with the
application name survey monkey and the survey questions had been sending to different individuals
through link in social networking applications such as Facebook messenger, whatsapp messenger
and Instagram. This method is feasible for collecting authentic and genuine decision related to
consumer buying behaviour and issues. The survey has been conducted on a total of 16 consumers
with avoiding the partiality. Before starting the survey, they were instructed that they have the right to
skip the question in case they feel uncomfortable.
In a survey, 10 questions were built up. The questions that have been used for the survey are as follows.
Q1. What is your age?
Q2. Which brand of toothpaste do you prefer to use?
Q3.Why do you prefer Colgate toothpaste over other brands?
Q4. What is your perception of Colgate toothpaste?
Q5. To what extent do you relate with the lifestyle of Colgate toothpaste?
Q6. What is the primary attitude that you relate with Colgate toothpaste?
Q7. What has been your biggest influence to buy Colgate toothpaste?
Q8. The price of Colgate toothpaste is?
Q9. How would you pay for Colgate toothpaste?
Q10. Are you a loyal customer of Colgate toothpaste?

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Data Analysis
There were 16 respondents for the survey. The analysis shows that there are large numbers of
respondent i.e. 50.00% who falls under the age of 22 to 31 years. In contrast to this, there are only
12.50% of consumers who comes under the age of 42+.It is identified that there are 75% of
customers who gave preferences to Colgate. In opposed to this, there are only 6.25 % of respondents
who preferred to Pepsodent rather than Colgate.The analysis indicates that there are about 68.75%
of respondents who gave preferences to Colgate toothpaste over other brands due to its quality. In
contrast to this, there are only 6.25% of respondents who gave preference to Colgate toothpaste over
another brand due to its advertisement and taste. The data analysis demonstrates that there are
approximately 81.25% respondents that they have a positive perception regarding Colgate
toothpaste. In contrast to this, only 18.75% of respondents have a very positive perception regarding
Colgate toothpaste. The analysis indicated that there are about 43.75% of consumers who have the
average extent to relate their lifestyle of Colgate toothpaste. In contrast to this, there are only 6.25%of
consumers who have very high extent to relate their lifestyle of Colgate toothpaste. The data analysis
depicted that there are about 50.00% of consumers whose primary attitude is happy that relates to
Colgate toothpaste. In opposed to this, only 18.75% of consumers believed that they have no emotion
in relation to Colgate toothpaste. The data assessment indicated that most of the consumers
i.e.56.25% believe that digital media has been the biggest influence to buy Colgate toothpaste. In
opposed to this, 6.25% thinks that price is the biggest influence to buy Colgate toothpaste.
Theanalysis shows that there are about 68.75% of respondents who believed that the price of
Colgate toothpaste is value for money. In opposed to this, there are about 6.25% of participants who
thinks that Colgate toothpaste is expensive. It is analysed that there are large numbers of customers
i.e.93.75% who pay in cash for Colgate toothpaste. In opposed to this, only 6.25% of participants
prefer to pay through credit card for Colgate toothpaste. It is assessed that there are approximately
43.75% of respondents who do not buy any other brand except Colgate Toothpaste. On the other
hand, only 25% of participants keep trying to buy products from different brands.
Key Findings
Motivation