REVIEW PAPER- STUDY ON CONSUMER BUYING BEHAVIOUR OF COLGATE

REVIEW PAPER-

STUDY ON CONSUMER BUYING BEHAVIOUR OF COLGATE

First Author: Mrs. Mahvish Farooqui , PG Student, ARMIET, Mumbai University, mahvishkf@gmail.com

Co-Author: Dr. Ashwini Kshirsagar, HOD MMS Department, ARMIET, ashwinikshirsagar217@gmail.com

ABSTRACT-

This project highlights on the topic a study on consumer buying behaviour of Colgate. The main purpose of the study is to determine the brand image, perception of consumers, attitudes and behaviour of the target audience with regard to the products of the Colgate. This also denotes the purchasing pattern of customers towards the brand. Here we can see how the brand name and the quality products help in acquiring more customers. The research method used for the project is the Quantitative Research Method. In Quantitative Research Method, I have used the Survey Research and the descriptive research method. I have selected the Probability Sampling Method, where Simple Random Sampling was used.  I chose a judgment sampling. The sample consists of those who are a regular user of Colgate products and those customers who do not use Colgate products. The method was simple random sampling. From this study we can come to conclusion that brand awareness plays a vital role where it creates a connection between the company and the customers. Majority of the customers believe that the branded products will have good quality. Colgate has developed a good image in the mind-set of the customers.