CONSUMER BEHAVIOUR MODEL

OF
PEPSODENT & COLGATE

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 INTRODUCTION
 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.

 In 1873,the firm introduced its first toothpaste, an

aromatic toothpaste sold in jars.

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 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,”PEET”was 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

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 ADVERTISEMENT
Video\Colgate - YouTube.mp4

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Factors Influencing Consumer
Behavior
CULTURAL FACTORS

 SOCIAL FACTORS

 PERSONAL FACTORS

 PSYCHOLOGICAL FACTORS

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 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.

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 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.

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 PERSONAL FACTORS
A. AGE - Children and old do not want to use the same
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
consumer’s major AIO
decisions. i.e. activities (Work, hobbies, shopping,
support etc) interest (Food, fashion, family recreation)
and opinions (about themselves, Business, Products)
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 PSYCHOLOGICAL
FACTORS
A. MOTIVATION- Company must take some motivated activities
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

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 INTRODUCTION
 India’s 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.

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 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.

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

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 CULTURAL FACTORS
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.

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 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.

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 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.

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 PSYCHOLOGICAL
FACTORS
A. MOTIVATION- Company must take some motivated activities
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

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 ADVERTISEMENT

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 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.

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 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.

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