MBA404: Consumer Behavior Analysis of Toothpaste Purchase

This report provides a comprehensive analysis of consumer behavior, focusing on the purchase of herbal toothpaste from Australian Natural Care. The analysis is structured around the five-step consumer decision-making process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The report details the consumer's motivation for choosing a natural toothpaste, driven by concerns about chemical ingredients and budget considerations. The information search involved both internal sources (friends and family) and external sources (advertisements and brochures). The evaluation of alternatives led to the selection of the Australian Natural Care toothpaste due to its natural ingredients and perceived value. The purchase decision was pre-planned and made using personal income. Finally, the report discusses the consumer's positive post-purchase evaluation and satisfaction with the product. The report references several academic sources to support the analysis of consumer behavior and marketing psychology.

Consumer behavior and
marketing psychology
Herbal toothpaste of Australian
Natural Care

Consumer behavior as an idea
• The study of consumer behavior suggests that
consumers are the main actors in the
marketplace.
• Consumer behavior is the decision process off
people who like to purchase services or goods
for their personal consumption.
• It is influenced by many factors such as
marketing, psychological, personal , social and
others.

Factors influencing consumer behavior
• Social- roles & status, family, and the
reference groups
• Psychological- learning , perception, and
motivation
• Cultural – The culture and religion .
• Personal – occupation, self –concept, lifestyle,
age

Consumer attitudes
• The consumer behavior is affected by the
psychological factors such as attitudes or
perception.
• Three perceptual processes are selective
distortion, selective attention and selection
retention.
• The consumer attitudes is another factor.

Maslow’s hierarchy of needs

The steps of buying process
• The selected product is a herbal
toothpaste from Australian Natural Care
• The steps are as follows:
• Need Recognition
• Information search
• Evaluation of alternatives
• Purchase
• Post purchase behavior

Need Recognition
• In the needs recognition process the
consumer need has to be identified.
• The need can e identified through both the
internal and external stimuli.
• The product need is identified from the need
which are unfulfilled.

Need recognition of herbal toothpaste
• The need for this product started from the
awareness of chemical free toothpaste.
• My concern was to protect tooth enamel by
using toothpaste with natural ingredients
• The budget was also a significant concern of
mine.
• The buying of the product was pre-planned
and not an impulsive decision .

Search for Information
• In this stage the consumer seek for
information to make the purchasing process
easier.
• My friends and family helped as an internal
source of information.
• The television advertisement and brochures
became the external source of information.

Evaluation of alternatives
• This stage is known for the evaluation of
alternatives based on brand perceptions,
product features and others.
• This helps in comparing the selected product
with other similarly available products.

Evaluation of alternatives
• The choice of the herbal toothpaste has been
made on the basis of natural ingredients and
medicinal benefits.
• I searched other dental pastes in the market.
• However, I found the dental paste of
Australian Natural Care to be providing me the
highest perceived value.