Consumer Behavior and Marketing Psychology Survey and Analysis Report

This report presents an analysis of a consumer behavior survey conducted on the purchase of Colgate toothpaste, a leading FMCG brand. The assignment, completed for MBA404 Consumer Behaviour and Marketing Psychology, involved creating a 10-question survey to gather data from 15 respondents, examining factors influencing consumer decisions. The study focuses on understanding consumer perception, attitudes, motivations, and the influence of individual differences, culture, family, and lifestyle factors. The analysis explores the needs and wants that drive toothpaste purchases, including considerations of taste, smell, dental health, and cost-effectiveness. The report delves into the stimuli impacting consumer choices, the product's advantages, and the role of various factors covered in the course, such as learning, perception, and external influences on buying behavior, aiming to provide a comprehensive view of the consumer decision-making process in the context of toothpaste consumption. The report also incorporates the use of academic resources, including textbooks and journal articles, to support its findings.

References
Textbook
East, R., Singh, J., Wright, M., and Vanhuele, M., 2016. Consumer behaviour: Applications in
marketing. Sage.
https://books.google.co.in/books?hl=en&lr=&id=BwNADQAAQBAJ&oi=fnd&pg=PP1&dq=East,
+R.,+Singh,+J.,+Wright,+M.,+and+Vanhuele,+M.,+2016.+Consumer+behaviour:
+Applications+in+marketing.+Sage.&ots=FzTHsCRXIn&sig=Ee-zq6wQo8BGxVt8C_Ie-
pf1eZI#v=onepage&q=East%2C%20R.%2C%20Singh%2C%20J.%2C%20Wright%2C%20M.
%2C%20and%20Vanhuele%2C%20M.%2C%202016.%20Consumer%20behaviour%3A
%20Applications%20in%20marketing.%20Sage.&f=false
Journal article
Ganapathi, R., 2015. A Study on Brand Preference of Tooth Paste among Different Age Groups
of Consumers in Udumalpet Town. Journal of Management Research and Analysis, 2(4),
pp.254-258.
https://s3.amazonaws.com/academia.edu.documents/41469532/JMRA_24_254-258.pdf?
response-content-disposition=inline%3B%20filename
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Article
Santoki, A.A. and Parekh, M.H., 2017. Brand awareness & consumer buying behaviour of
Selected FMCG products among rural consumer in dang area of Gujarat. IJAR, 3(6), pp.433-
437.
http://www.allresearchjournal.com/archives/2017/vol3issue6/PartG/3-6-43-938.pdf
Journal article
Jayakrishnan, A. and Kumar, G.V., 2015. Rural Consumers Perception Towards Buying
Behaviour: A Study with Special Reference to Tiruvellore District, Tamilnadu. Sumedha Journal
of Management, 4(3), p.37.
http://cmrcetmba.in/SUMEDHA_ADMIN/journal_attachment/1548216220_793627884.pdf

Journal article
Pallavi, G.S. and Shashidhar, S., 2015. A Study on Consumer Behavior towards Selected
FMCG. International Journal of Engineering and Management Research (IJEMR), 5(2), pp.303-
320.
http://www.ijemr.net/DOC/AStudyOnConsumerBehaviorTowardsSelectedFMCG(303-320).pdf
Journal article
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services, 29, pp.92-103.
https://sure.sunderland.ac.uk/id/eprint/6488/3/Marketingstrategies2nd%20Revised
%20Manuscript.pdf
Journal article
Ramya, N. and Mohamed Ali, S.A., 2016. Factors affecting consumer buying
behaviour. International journal of applied research, 2(10), pp.76-80.
http://www.allresearchjournal.com/archives/2016/vol2issue10/PartB/2-9-151-281.pdf
Textbook
Sethna, Z. and Blythe, J., 2016. Consumer behaviour. Sage.
https://books.google.co.in/books?hl=en&lr=&id=xcvBDAAAQBAJ&oi=fnd&pg=PP1&dq=Sethna,
+Z.+and+Blythe,+J.,+2016.+Consumer+behaviour.
+Sage.&ots=xQrUBjOoXc&sig=r41xOl7yzpaOkc9_ltXs0DcNyUc#v=onepage&q=Sethna%2C
%20Z.%20and%20Blythe%2C%20J.%2C%202016.%20Consumer%20behaviour.
%20Sage.&f=false
Textbook
Sharp, B., 2016. How brands grow. Oxford University Press.
https://www.researchgate.net/profile/Byron_Sharp/publication/259196911_How_Brands_Grow/
links/5577d73b08aeacff20005029.pdf