The paper “ Importance of Self Congruence Model and Freud’ s Personality Theory in Boosting the Sales of the Sensodyne Toothpaste" is a motivating version of a case study on marketing. The purpose of this report is to analyze the importance of the Self-congruence models and Freud’ s theory of personality and how they have been used to enhance the sales made by the Sensodyne Toothpaste Company. This paper will also aim to discuss the role played by some of these theories in the quest to attract more customers to buy a particular product and how the marketers use the same theories to their advantage.
Do they contribute to the increase in sales and implementation of the company’ s policies? Lastly, has this been going on for a while, and if so, can we record the benefits of the same theories in relation to the company chosen? 1.1. Brief company backgroundSensodyne toothpaste manufacturing company is one of the toothpaste companies that has been struggling to win a wide range of clientele. It is a registered trademark of the GlaxoSmithKline which it acquired in 2001 (British Dental Association, 2010).
This toothpaste targets individuals with sensitive teeth-exposed to Gum recession- commonly known as gingivitis. These people with this problem cannot consume hot or cold foods as their nerve endings are too sensitive which causes a lot of pain. As a result, the proponents of the Sensodyne Toothpaste Company realized that there is a growing need for the company to introduce a product that will cater to a wide range of people who have this common problem. This product works by blocking the pain transmission with the help of the potassium ions and fluoride that penetrate the dental tubules and depolarize them.
(British Dental Association, 2010). This company has championed the need to purchase this product which works exemplarily after two weeks of continuous use. Once you stop there is relapse and the process has to be repeated all over again. 2. Explanation of theory2.1 The self-congruence modelResearch has indicated that the self- congruence models advocate that consumers purchase products as a result of the congruence between their self-concept and product image (Carducci, 2009). Basically, consumers make their choices as a result of their sore patronage based on their image congruence between their self-concepts and the image of the seller; they prefer purchasing a product from.
It is therefore mandatory that the sellers put into consideration the image of their stores or rather shops. If the right image is set on the consumer's mind, he or she will no doubt purchase the product a company produces. In an attempt to define the term, self-concept, various scholars, have come up with various definitions of the term. According to Dacko, (2008), self-concept has been defined as the totality of an individual’ s thoughts and feelings in relation to him or her as an object.
Self-concept determines the thoughts and images the individuals create as a result of what they see. It simply is an attitude formed by the customers of a product created from images the consumers have on a particular product. Their perception of the external objects- products in the market- determines if they purchase a product or not. This type of perception is peculiar in that it totally differs from any other because it is shaped by the consumer in relation to a brand name or the type of product.