Psychology

Consumers’

Battling

M. Renganayaki

Sheik Thameemul Ansari

Preface

• Consumer’s Psychology cannot be trapped to a corner.

• Manufactures mends with 3T’s – Time, Trend and Technology.

• Where it Consumers’ Psychology is not met ? Why, Pepsodent cant be the leader?

• Favoring Dabbawallahs, to show the satisfaction of the consumers’ psychology.

Introduction

• Psychology is probing percipience of a person.

• Consumer psychology studies people decision making.

• Designed exhibiting skills score the choice of consumers,

• Promoting the product and breaking the hurdles

• Decision making is the choice

• can lead a person to buy. • judgments and decision

making • Advertisements

Emotion

• Society defines to surrounding culture, customs, climate and convenient trend followed through generations

Environment

• incidents or accidents.• Growth teaches to avoid

such.Events

• “Knowledge is wealth” – for the manufacturers.

• reputation waves • promotions such as media,

journals, word of mouth by quality, price, offers, discounts, etc.

Educational barriers

Factors

SaleEnriched quality with

minimum profit Environmental issues.

Follow-upInvitation(s) for festivals, special

discountsUpdates about the

product/service

Exhibitions or displaysAll age group of the

buyers, so the marketer should read the

behavior and take steps further to reach their

expectation.

SurveysEvery behavior in this

world is recordedPsychology of the

consumer is transparently met.

Marketers UnderstandingMarketers should bow down to the level of imagination crap the desires of the consumers and taking on situations to the unlimited – as mentioned

InfluencerWho induces about buying a product/service.

DeciderWho makes the final buying decision or any part of it

BuyerThe person who makes the purchase

User The person who consumes the product or service.

Decision Making

by

• Consumers after the marketers’ promotion on a product

Consumers’ Psychology is not met:Some products are always as impulsive.

Colgate toothpaste• Started sales in 1873, by William Colgate. • Tube in 1896, been sold in glass jars since 1873. • Synonymous in the Indian market.

Pepsodent toothpaste with a minty flavor derived from sassafras, by Unilever. in 1920s.

Brand War:• On August 11, 2013, the Pepsodent advertisement claiming 130% better protection, led Colgate to file a case in Delhi High Court.. The court stated that the commercial does not “denigrate” the product of the competitor Colgate. • Economic Times, Pepsodent GermiCheck has a market share of 6.4% while Colgate strong teeth have a market share of over 29.4%.• Colgate in limelight.

Why Pepsodent cannot mint the Consumers’

Psychology:

Pepsodent does give a far cry from its designs, flavors, promotion

and price, etc….

• Why is it so that it cannot photocopy the nerves of consumers?

• It doesn’t accomplish 3T’s –

Time – no frequent promotional activities, giving space for competitor.

Rather gives an ad promoting Colgate better.

Trend – same old flavors bores which doesn’t meet every age group

Technology – additional formulae with upgrading itself but designs see no

change.

Colgate Result Pepsodent result

Salt Active lemon 5

Visible white 3

Active salt 25 2 in 1 0-1

Total 2 Whitening 0-3

Sensitive Pro-relief

4 Sensitive 4

Strong teeth 23 Germi-Check + 16

MaxFresh cooling cristals

9 Center Fresh 0-3

Kids tooth Paste 0-1

Tooth Powder 0-2

74 27

Observation

On Maharaja Provision Store, Perungudi.

Marking my point on Weak market of Pepsodent.

Education : 85% Illiterate – 15% Class 8 pass/fail.

Employee Strength : 5000 covering 75kms

Number of Dabbas : 2,00,000 Dabbas i.e. 4,00,000 transactions every day.

Certified : Six Sigma

Charge : Rs.150- 200 / month

Motive : ‘Error is horror’ making fullest consumer satisfaction.

Satisfied Consumers:

Meeting the Dabbawallahs of Mumbai, who age back to 1890, registered in

1956 as a trust; they service – delivering lunch box to a venue and dispatch the

empty box home.

MUMBAIDABBAWALAHS

Consumers’ Satisfaction

Social concer

n

Quality

and punctuality

Zero error

No Fuel

Indian consumers’ psychology,

even ignoring the 3T’s a good

service can survive,

Dabbawallahs have proved by

simple strategies.

Having these as the special

feature, the Dabbawallahs have

convinced the Mumbai-wallahs.

Conclusion 

Marketing is the core concern of any marketer to interpret the

consumers’ psychology.

This study depicts the simple method that the maker should follow only one

formulae “Society”.

Money never stays permanent, but name does. Hence, producer should never

be on self terms.

Serve the people and they serve you.

Websites

http://www.consumerpsychologist.com

http://www.dabbawala.in

http://www.myscp.org

http://webcache.googleusercontent.com

http://en.wikipedia.org