CONSUMER BEHAVIOUR MODEL OF PEPSODENT & COLGATE

NDIM

M3

3/2/2014

NDIM

M3

3/2/2014

 In 1806, William Colgate introduced starch, soap and candle factory on Dutch Street in New York City under the name of William Colgate and Company. In 1857 ,William Colgate died and the company was reorganized as Colgate and company under the management of Samuel Colgate his son.

INTRODUCTION

In 1873,the firm introduced its first toothpaste, an aromatic toothpaste sold in jars.

NDIM

M3

3/2/2014

 His company sold the first toothpaste in a tube, Colgate Ribbion Dental Cream, 1896. In 1928,Pamolive- Peet bought the Colgate company to form a Colgate-Pamolive-Peet Company. In 1953,PEETwas dropped from the title, leaving only "Colgate Pamolive Company, the current name.

Today Colgate Pamolive has its presence in more than 200 countries but they are publically listed only in U.S.A and India
NDIM M3 3/2/2014 4

ADVERTISEMENT
Video\Colgate - YouTube.mp4

NDIM

M3

3/2/2014

Factors Influencing Consumer Behavior

CULTURAL FACTORS SOCIAL FACTORS PERSONAL FACTORS PSYCHOLOGICAL FACTORS

NDIM

M3

3/2/2014

CULTURAL FACTOR
SOCIAL CLASS
Social class is a concept based on distribution of status and the categories are usually ranked in a hierarchical order ranging from low to high status. Social status is an idea basis for segmenting the market. If the social class of people is low or much high then people do not buy Colgate toothpaste.

NDIM

M3

3/2/2014

SOCIAL FACTOR
A. FAMILY- As observing the consumer behavior
family plays an important role in influencing purchase decision.

B. ROLES & STATUS- Lower and Upper class

of people will not buy same product as they have different roles and status in the society.

NDIM

M3

3/2/2014

A. AGE - Children and old do not want to use the same

PERSONAL FACTORS

toothpaste as the older people looks for protecting their teeth and children looks for taste. So age has the influence on consumer behavior.

B. INCOME- Income puts a constraint on buying a particular product. Small sachets for LIG groups.

C. LIFE STYLE- Life Style is a person's Pattern of living,

understanding these forces involves measuring consumers major AIO decisions. i.e. activities (Work, hobbies, shopping, support etc) interest (Food, fashion, family recreation) and opinions (about themselves, Business, Products)
NDIM M3 3/2/2014 9

A. MOTIVATION- Company must take some motivated activities

PSYCHOLOGICAL FACTORS

to persuade the customer. Ex-Advertising, give some free goodies etc. B. PERCEPTION- The process by which people select, Organize, and interpret information to form a meaningful picture of the world The company must try to create the positive perception on the mind of individual. C. LEARNING- Perception filters a thing and then take decision it should be taken or not. It means perception filter the knowledge and give the shape of learning. D. BELIEF & ATTITUDE- Belief is a descriptive thought that a person holds about something. So company always try to make belief through making reliability. Attitude, a Person's consistently favorable or unfavorable evaluations, feelings, and tendencies towards an object or idea

NDIM

M3

3/2/2014

10

NDIM

M3

3/2/2014

11

INTRODUCTION
Indias largest Fast Moving Consumer Goods Company with 80 factories across India. Hindustan Unilever Limited HUL,formerly Hindustan Liver Limited(renamed in late June 2007 as HUL)

The Anglo Dutch Company owns a majority stake in Hindustan Unilever.

NDIM M3 3/2/2014 12

 Pepsodent was launched in 1993 in India and since then the brand has raised the benchmark on Oral Care solutions in India. Pepsodent has a range of toothpastes and toothbrushes that could take care of specific oral care needs. Pepsodent toothpaste fights germs to protect teeth against cavities and gives strong teeth, fresh breath and healthy gums.

NDIM

M3

3/2/2014

13

ADVERTISEMENT
Video\Shah Rukh Khan @iamsrk at Pepsodent new ad -Don't blame your kids!- 2013 - YouTube.flv

NDIM

M3

3/2/2014

14

CULTURAL FACTORS
SOCIAL CLASSSocial class is a concept based on distribution of status and the categories are usually ranked in a hierarchical order ranging from low to high status. Social status is an idea basis for segmenting the market.

NDIM

M3

3/2/2014

15

SOCIAL FACTOR
A. REFERENCE GROUP- They are used in advertising to
appeal to different market segments like celebrities experts etc. in this advertisement the reference group is Sharukh Khan.

B. FAMILY- consumer purchase decision is also

influenced by his/her family member like in the advertisement father plays a influencing role.

C. OPINION LEADER- Apart from the family member

consumer is influenced by friends neighbor etc similarly in this advertisement doctor plays an influencing role to purchase the product.
M3 3/2/2014 16

NDIM

PERSONAL FACTORS
A. AGE - Differences in the age of consumer influence
a purchase decision for e.g. a child looks for taste and color in the toothpaste while the parents looks for its ingredients.

B. INCOME- The income which a person earns is an

extremely important influence on his consumption behavior. He may aspire to buy certain goods and services but his income may become a constraint.

C. LIFESTYLE- In the advertisement one child is getting

influenced by the life style of the other.
M3

NDIM

3/2/2014

17

A. MOTIVATION- Company must take some motivated activities B. PERCEPTION- The process by which people select, organize, C. LEARNING- Perception filters a thing and then take decision D. BELIEF & ATTITUDE- Belief is a descriptive thought that a

PSYCHOLOGICAL FACTORS

to persuade the customer. Ex-Advertising, give some free goodies etc.

and interpret information to form a meaningful picture of the world The company must try to create the positive perception on the mind of individual. it should be taken or not. It means perception filter the knowledge and give the shape of learning.

person holds about something. So company always try to make belief through making reliability. Attitude, a Person's consistently favorable or unfavorable evaluations, feelings, and tendencies towards an object or idea

NDIM

M3

3/2/2014

18

ADVERTISEMENT

NDIM

M3

3/2/2014

19

CONCLUSION
Involving in such kind of advertisement war will only create a negative perception about the brand Pepsodent. Consumer also do not get influence by such ads and hence it will not lead to any increase in sale of a product rather than just a negative brand image.

NDIM

M3

3/2/2014

20

RECOMMENDATION
Colgate is the big brand and market share of Colgate is more as compared to Pepsodent. We think Colgate spend more money on promotion, advertisement. And therefore price of Colgate hence increased. Hence we recommended Colgate that Colgate has to reduce promotion expenditure. Pepsodent is a brand but market share of Pepsodent very less than Colgate. Pepsodent has to introduce new variety in product and they have to introduce different quantities of product. Pepsodent has to increase their promotion strategy. They have to target rural consumers and have to promote product accordingly.

NDIM

M3

3/2/2014

21