MBA404: Analyzing Consumer Behavior in Colgate Toothpaste Purchase

This project analyzes consumer behavior and marketing psychology using Colgate toothpaste as a case study. It identifies the needs and wants driving purchase decisions, such as improved dental health, cost-effectiveness, and environmental considerations. The project examines external information sources, including television, newspapers, and the internet, that influence consumer choices. It evaluates alternative choices using an awareness set, including evoked, inert, and inept sets. The project further explores purchase methods like individual income and credit cards and analyzes post-purchase behavior, emphasizing product safety, effectiveness, and health benefits, alongside effective communication, follow-up, and guarantees to reduce cognitive dissonance. The report concludes by highlighting the factors influencing the selection of Colgate toothpaste and discussing the best marketing approaches for the product.