CHAPTER 5 ASSIGNMENT

Stage Buyer Behavior in this Stage

 The need to buy a tube of toothpaste can be arise

Need Recognition: When does due to internal drive like pain in teeth due to
someone determine when it is time sensitivity problem or cavity damage, teeth decay
to buy a new tube of toothpaste? (functional need) and it can also arise due to an
external drive like from an advertisement showing
What scenarios call for someone how smile can affect personality by using smile of
needing a new purchase? best known celebrity (social need)
 A toothpaste is used as an oral care product or a
medicine so when a doctor recommends to brush
teeth the need for buying a toothpaste arise.
 Once a consumer identifies the need its time to
Information Search: What seek information about possible solution to
avenues of research are available? problem. But this depends upon his level of
involvement and perceived risk of purchase. In
buying toothpaste buyer use verity-seeking
behavior so he will gather information about
different brand, based on taste, ingredients, and
flavors.
 He can gather information from personal sources
(friend, family, neighbors) and ask what benefits
the get from using a particular toothpaste and is it
effective or not,
 He can also get information from commercial
source (TV commercials, print ads, websites), and
doctor recommendation if possible.
 He will use his own experience about toothpastes
to filter out different brands of toothpaste and will
reach at some best brand.

 Lets say, consumer arrived at brands like Colgate,

Evaluation of Alternatives: What Sensodyne and Close Up.
are some different brands of  Now the customer will evaluate brands based on
toothpastes? the information collected previously about features
-Price comparisons and functionality and based-on perception and
-Reviews perceived value of brand.
-Special features  Customer will also use the attitude of people
around him about the brand and use it to select the
What features might the customer preferred brand.
look for?  He will also look for product reviews on website of
company and will analyze them to select a brand
for him.
 Based on price compression that to what extend he
can effort the purchase.
  Special futures that the product offers like its taste,
flavor, packaging, coloring Etc.
 Reviews from the customers that are familiar with
the product.

Colgate (contain fluoride, Triclosan an antibacterial

ingredient, price of 50g= RS.45
Sensodyne (contain fluoride and potassium nitrate, price
of 50g= RS. 130
Close Up (contain fluoride and Sodium Saccharin and is
sugar free, price of 50g = Rs.75

Purchase: Where can you
purchase toothpaste? What
payment methods are available?
 At this stage customer decide to purchase the most
preferred brand but its behavior can be affected by
attitudes of others.
 Say the buyer decide to buy Colgate due to
containing of Fluoride that prevent tooth decay, its
special chemical and polishing agents helps to
remove stains and helping in teeth whiting and it
has low price based on his income.
 Secondly, it is easily available everywhere and
most of customers are familiar with Colgate due to
its huge advertising campaign and discounts.

 At this stage of buying behavior customer take

Reaction: What would constitute further actions after purchase based on their
a consumer being pleased with a satisfaction and dissatisfaction, if consumer
purchase? Why would he or she perceived value exceeds its expectation (protect
be displeased? against cavity damage and whitening of teeth) he
will be satisfied but if expectations falls short he will
be disappointed.
 Expectations about the product were that it
prevents tooth decay and helps in whitening of
tooths
 If customer find it above its expectations, he will
buy it again and will recommend others as well but
if he is not satisfied his perception will change and
will buy another brand next time.