1. Choose a specific product that you use on a daily basis and apply the 5W model in Exhibit 3.4 to yourself:

Toothpaste: Colgate Triple Action
a. Who are you? This product is purchased by most of the people who care about their health and personal hygiene. Because of the price of the product, this is mainly a middle class product, because compared to other brands, Colgate is more expensive. b. What do you do with the product? This product normally is purchased in combo, when someone buys the toothpaste, normally they also buy a toothbrush, which Colgate also produce them. After its use, normally the package goes to the garbage, but there are some responsible people who recycle the Colgate package.

c. Where do you purchase the product? Why? This product is sold in diverse places, you can find it, in a pharmacy, supermarkets, supercenters, and even you can find them online. E-commerce, haven’t affected at all this market, because it is easier to purchase it in person.

d. When do you purchase the product? Why? Unlike many products, Colgate´s toothpaste is a products that it is purchased in every season of the year because it is a product for personal hygiene.

e. Why and how do you select the product? Colgate´s brand name is their main advantage in comparison to other brands, but also Colgate offers different types of toothpastes. The reason customers pick Triple Action, it is because it is supposed to have triple action, freshens breath, whitens teeth, and contains fluoride to help prevent cavities.

f. Why do you not purchase competing products? The main reason customers do not purchase competing products is in my personal opinion ignorance and brand loyalty, because this is the toothpaste they have used since they were young, and they grow with