The document discusses consumers' psychology and how manufacturers can meet consumers' needs and expectations. It analyzes why Pepsodent toothpaste has lost market share to Colgate, noting that Pepsodent fails to adapt to trends and technology or engage in frequent promotions. Meanwhile, the Dabbawallahs food delivery service in Mumbai is presented as successfully satisfying consumers for over a century through quality service, punctuality, and zero errors rather than reliance on marketing tactics alone.

1. Psychology
Consumers’
Battling
M. Renganayaki
Sheik Thameemul Ansari

2. • 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.
Preface
• 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
Introduction

3. • 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

4. Sale
Enriched quality with
minimum profit
Environmental issues.
Follow-up
Invitation(s) for
festivals, special discounts
Updates about the
product/service
Exhibitions or
displays
All age group of the buyers, so
the marketer should read the
behavior and take steps further
to reach their expectation.
Surveys
Every behavior in this world is
recorded
Psychology of the consumer is
transparently met.
Marketers Understanding
Marketers
should bow
down to the
level of
imagination
crap the desires
of the
consumers and
taking on
situations to the
unlimited – as
mentioned

5. Influencer
Who induces
about buying a
product/service.
Decider
Who makes
the final
buying
decision or any
part of it
Buyer
The person
who makes
the purchase
User
The person
who
consumes the
product or
service.

6. 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.

7. 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.

8. 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.

9. 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.

10. Consumers’ Satisfaction
Social
concern
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.

11. 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.

12. Websites
http://www.consumerpsychologist.com
http://www.dabbawala.in
http://www.myscp.org
http://webcache.googleusercontent.com
http://en.wikipedia.org