Consumer Behavior and Marketing Psychology Report: Colgate Toothpaste

This report examines consumer behavior and marketing psychology related to the purchase of Colgate toothpaste, a leading FMCG brand. The analysis begins with an overview of consumer needs and wants, identifying factors such as taste, smell, improved dental health, and cost-effectiveness as key drivers. A survey instrument, developed using SurveyMonkey, was administered to gather data on consumer perceptions, attitudes, motivations, and lifestyle influences, with a focus on themes like perception, attitudes, motivation, group and individual differences, culture, family, and lifestyle. The report details the survey development process, including the use of close-ended questionnaires and Likert scales. It further explores the influence of marketing stimuli and product attributes on consumer decision-making, referencing various academic sources, including journal articles, research proposals, and website data. The report's purpose is to develop awareness about consumer buying behavior with respect to toothpaste and to understand different themes related to consumer buying behaviour. The report concludes with a comprehensive analysis of the survey findings and their implications for Colgate's marketing strategies, offering insights into how consumer behavior impacts brand loyalty and purchasing decisions.

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