Buyer Conduct

 Buyer Behaviour Essay

| 2010

| Colgate-Palmolive Business

PRODUCT EVALUATION

LECTURER: Votre Khac Huy

GROUP: you

MARKETING DIVISION:

Nguyen Cam Tu (S3230474)

La Vo Khanh Vy (S3246084)

Pham Hoang Oanh (S3210309)

Tran Thi My own Dung (S3231518)

Pham Viet Anh Vy (S3246087)

Nguyen Trong Anh (S3192382)

RMIT International College or university Vietnam

Bachelors of Trade Program

ASSIGNMENT COVER WEBPAGE

Your analysis will not be accepted unless all fields here are completed Subject Code: | MKTG1253

Subject matter Name: | Buyer Actions

Location to study: | RMIT Vietnam – City Campus| Subject of Task: | Item Analysis

File(s) Submitted| ColgateAnalysis_G1

Pupil name and Student Number: | Nguyen Cam Tu (S3230474)La Vo Khanh Vy (S3246084)Pham Hoang Oanh (S3210309)Tran Thi My own Dung (S3231518)Pham Viet Anh Vy (S3246087)Nguyen Trong Anh (S3192382)| Student Email Address: | [email protected] edu. [email protected] edu. [email protected] edu. [email protected] edu. [email protected] edu. [email protected] edu. vn| Learning Facilitator in control: | Le Khac Huy

Assignment due date: | 25/08/2010

Date of Submission: | 25/08/2010

Overdue Submission Approval| N/A

Quantity of pages including this one: (Please number your pages such as this: page 1 of 7, webpage 2 of seven, etc)| 26| Word Depend: (Main Content)| 3, 231

-------------------------------------------------

Table of Content material

Executive Summary4

1 . Introduction5

2 . Target audience and positioning6

2 . 1Target market6

2 . 1 . 1Demographic6

2 . 1 . 2Psychographic6

installment payments on your 1 . 3Behavioral6

2 . 2Potential target market6

2 . 3Positioning7

2 . 4Evaluating Criteria7

three or more. Consumer decision making process10

3. 1Purchase Involvement10

3. 2Information search11

3. 2 . 1Internal search11

three or more. 2 . 2External search11

3. 2 . 3Decision Alternatives12

three or more. 2 . 4Marketing strategies based upon information-search patterns12 3. 3Evaluating different brands in this item category13

a few. 4In-store Influence13

3. 5Post-Purchase Dissonance14

4. Internal influences15

4. 1Customer perception15

some. 2Types of learning16

some. 3Motivation16

four. 4Customer attitude17

4. some. 1 Cognitive component17

four. 4. two Affective components18

4. four. 3 Behavioural component18

5. Recommendations19

5. 1Marketing Strategy19

5. 2Consumer behaviour Strategy20

6. Reference21

7. Appendix23

-------------------------------------------------

Exec Summary

Colgate is famous foreign company and offers penetrated in to Vietnamese marketplace since 1997. With the modern life in the recent years, clients require superior quality products as well as attractive physical appearance. Recognizing the importance, Colgate has supplied various kinds of products that meet up with customer's require. Colgate Total toothpaste is one of the main products that has introduced and added to consumer's brain. In Japanese toothpaste industry, there are many rivals that Colgate always encounters with including P/S, Close-up from Unilever Company. Therefore, Colgate takes challenge on how to gain client awareness in Vietnam. Understanding these concerns, the research crew would like to apply theories to analyse buyer behaviour to be able to help Colgate get accomplishment in the market.

The first section is the first background of Colgate Business as well as details about Colgate Total toothpaste. Moreover, the target industry and placement of Colgate Total will probably be mention from this section in order to get deeper understanding Colgate Total's segment industry. Additionally , Colgate pays even more attention how customers perceive and purchase the product through some primary evaluative criteria such as top quality, price and design.

The next and important part that Colgate aims to review is the customer decision making method and internal influences for the product like the type of learning and motivation. These elements can be viewed as a significant basis to help Colgate understand even more...

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