Understanding Consumers & Consumption

Understanding Consumers & Consumption


Every company wants its products to be widely used by most of people. This will make the reputation of the company increase significantly and get the high market share. Colgate is not an exception. Although Colgate distributes its products in both urban and rural areas in most cities in Vietnam, there is still a small number of people who live in rural areas don’t use Colgate even though they already knew its brand name. That will make Colgate lose some potential customers in rural areas. In order to solve that problem, Colgate needs to give more promotions to attract those clients. For instance, Colgate should create more programs like “Colgate Month” which are celebrated monthly in rural areas. In addition, in that program, there are many dentists to check customers’ teeth and recommend people to use Colgate Total to prevent common oral health conditions. As a consequence, people will have better perception about Colgate’s benefits. In addition, more and more people will purchase Colgate and its market share will certainly continue increasing in the future.



Occasions: The purchasing of Colgate happens monthly.
Status: Customers who have loyalty and habitual purchasing will trust and choose Colgate as the best toothpaste to care their family’s teeth heath.

For the loyal customers, they will not spend too much time before buying Colgate’s toothpaste because of their habitual decision making. Therefore, Colgate belongs to low purchase involvement product. However, for other customers, Colgate could be seemed as a middle involvement because clients sometimes compare price and willing to switch another toothpaste brands whenever there is a price promotion. In this case, Colgate is near to limited decision making because consumers need a little bit time to make decision at the store. Therefore, repeat consumer segment is the battle field of marketers. It is recommended that marketers should focus on more promotions such as outlet price reduction, patronage rewards, etc. and outlet display in the supermarket in order to attract those repeaters form rival commodities.