marketing analysis & research on brand preference for toothpaste
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Marketing Analysis & Research On
Brand Preference for ToothpasteComplied By:
Shivani Seth
Ananya Bagchi
Rahi Prasad
Rajat Ranta
Shadman Tauheed
Ishit Mathur
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TOOTHPASTE INDUSTRY
The toothpaste history in India can be trackedback from 1975 with 1200 tones of toothpasteproduced by the toothpaste industry. Prior to
the toothpastes Oral Hygiene was the domainof local home made powders and ayurvedhpractitioners. With the entry of Colgate inIndian marketplace the awareness about oral
care and the importance of oral care hasincreased. In recent years the Industry hasshown impressive growth rate of 18.6% .
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TOOTHPASTE INDUSTRY
The growth in the Urban market has been
largely by the Gel Segment. Presently, a large
chunk of the Market is still held by Colgate.
The major players in the toothpaste Industry
being Colgate Palmolive and Hindustan Lever
Limited and several minor players like Balsara
hygiene, Dabur etc.
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Research Problem
To study the consumer behavior regarding
brand preference with respect to toothpastes.
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Objectives of Research
To know the most popular brand of toothpaste among thecustomers
To know how much satisfied they are with the variousattributes of the toothpaste they use to brush their teeth
To know how do they make purchase decision What are the various ingredients preferred by the
customers in their toothpaste?
Where do the customers mostly purchase their toothpastefrom?
Does the price of the toothpaste they purchase have anyrole in affecting the choice of the brand
To analyze the data thus obtained from the responses.
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About The Research
Research and Analysis is based on a sample
size of 377.
Research based on primary data collected by
means of a questionnaire.
Research Design : Descriptive
Cross Sectional Analysis
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Findings
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How important is Oral Hygiene to you?
Surprisingly only 50% of the total sample responded that Oral Hygiene is
important to them. About 5% people even stated it is highly unimportant.
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How often do you brush your teeth?
No of times PercentageOnce a day 56.23
Twice a day 46.42
More than two times 0.531
Whenever I feel like 2.387
According to most dentists and professionals one must must brush his/her
teeth twice a day in order to maintain a good oral hygeine. But according to
our research only 46% of the respondents brush their teeth twice a day.
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Which brand of toothpaste people
use?
211
91
14 7 12
55
255 2
24
0
50
100
150
200
250
Respondent
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Where do people usually buy
toothpaste from?
52
212
26
140
Drug Store Grocery Store Discount Store Super Market
Respondent
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Level of satisfaction with different
attributes of toothpaste
The attribute on which toothpastemanufacturing firms need to work is teethwhitening as people have shown less level of
satisfaction with it. Only 62 out of 377 are highly satisfied with
their toothpaste ability to whiten their teeth.
Respondents have shown satisfaction with thetaste of their toothpaste to the extent of 311out of 377.
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Price Elasticity of Toothpaste
71% of the respondents will still buy their
toothpaste even if the price is increased.
This shows that the demand for toothpaste is
fairly inelastic.
Also there is brand loyalty among toothpaste
users towards their brand.
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Toothpaste for Kids
Only 25% of the respondent will buy a
different brand of toothpaste for their kids
and rest will not.
Not lot of potential in this niche segment as
people are not much interested.
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Motivational Factors that lead to
purchase of toothpaste on stimulus
1. When on offer or price is reduced :
Only 14 % of the respondents will be
motivated to purchase, rest will not.
2. Recommendation of a particular toothpaste :
62 out of 377 i.e. 16% of the respondent
will go on to purchase a toothpaste
recommended by others.
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Motivational Factors that lead to
purchase of toothpaste on stimulus
3. See an advertisement for toothpaste:
102 out of 377 i.e. 27% of the respondent willfeel the need to buy a toothpaste after seeing anadvertisement.
4. Professional recommendation of a toothpaste:
203 out of 377 i.e. 53% of the respondent willbuy a toothpaste which has been recommended bya professional doctor or a dentist.
This is why we see a lot of dentist in T.V. ads oftoothpaste nowadays, each recommending to buy acertain brand.
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Importance of information while
purchasing a toothpaste
Not much importance to the informationlisted outside of the shop in the form of anadvertisement.
Memories of the previous toothpaste playssomewhat important role in purchasing a newtoothpaste.
Information on the pack of toothpaste alsoplays a important role according to therespondents.
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Importance of information while
purchasing a toothpaste
Respondents have a neutral behavior towardsthe information given by staff whilepurchasing a toothpaste.
Respondent consider some informationshared by their family and friends towards acertain brand of toothpaste.
Again information given by professionals areconsidered highly important while purchasinga toothpaste.
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What do people consider results in
healthier teeth?
1.The number of times you brush yourteeth.
or
2.The manner or thoroughness inwhich one brushes teeth.
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What do people consider results in
healthier teeth?
283 out of 377 i.e. 75% of the respondent feel
that its the way in which you brush your teeth
results in healthier teeth.
And only 122 i.e. 32% of the respondent feel its
the number of time you brush your teeth results
into healthier teeth.
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Side effects of using a particular brand
21 out of 377 of the respondent i.e. 5% said
that they had some kind of side effects from
using a particular brand.
Considering the sample size of 377 the figure
of 21 is still large in such case of side effects.
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Cross Tabulation
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Which brand of toothpaste you use? -
Colgate * If the price of your current
toothpaste brand gets increased will
you still purchase it?Crosstab
Count
If the price of your current
toothpaste brand gets increased
will you still purchase it?
Total
yes no
Which brand of toothpaste
you use? - Colgate
yes 138 73 211
no 129 37 166
Total 267 110 377
hi h b d f h ?
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Which brand of toothpaste you use? -
Pepsodent * If the price of your
current toothpaste brand getsincreased will you still purchase it?
Crosstab
Count
If the price of your current
toothpaste brand gets increased
will you still purchase it?
Total
yes no
Which brand of toothpaste
you use? - Pepsodent
yes 58 34 92
no 209 76 285
Total 267 110 377
Whi h b d f t th t ?
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Which brand of toothpaste you use? -
Colgate * Indicate the level of
satisfaction with current choice ofbrand according to attributes- cavity
prevention
Crosstab
Count
Indicate the level of satisfaction with current choice of brand
according to attributes- cavity prevention
highly satisfied satisfied somewhat
satisfied
neutral
Which brand of toothpaste
you use? - Colgate
yes 71 100 15 17
no 45 83 14 24
Total 116 183 29 41
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Continued
Crosstab
Count
Indicate the level of satisfaction with current choice of
brand according to attributes- cavity prevention
Total
somewhat
dissatisfied
dissatisfied highly dissatisfied
Which brand of toothpaste you
use? - Colgate
yes 4 1 3 211
no 0 0 0 166
Total 4 1 3 377
Whi h b d f h ?
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Which brand of toothpaste you use? -
Colgate * Indicate the level of
satisfaction with current choice ofbrand according to attributes- taste
Crosstab
Count
Indicate the level of satisfaction with current choice of brand
according to attributes- taste
highly satisfied satisfied somewhat
satisfied
neutral
Which brand of toothpaste
you use? - Colgate
yes 53 133 12 12
no 45 80 29 8
Total 98 213 41 20
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Continued
Crosstab
Count
Indicate the level of satisfaction with current choice of
brand according to attributes- taste
Total
somewhat
dissatisfied
dissatisfied highly dissatisfied
Which brand of toothpaste you
use? - Colgate
yes 0 1 0 211
no 2 0 2 166
Total 2 1 2 377
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Which brand of toothpaste you use? -
Colgate * Indicate the level of
satisfaction with current choice ofbrand according to attributes- teeth
whiteningCrosstab
Count
Indicate the level of satisfaction with current choice of brand
according to attributes- teeth whitening
highly satisfied satisfied somewhat
satisfied
neutral
Which brand of toothpaste
you use? - Colgate
yes 47 81 43 36
no 15 86 36 24
Total 62 167 79 60
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Continued
Crosstab
Count
Indicate the level of satisfaction with current choice of
brand according to attributes- teeth whitening
Total
somewhat
dissatisfied
dissatisfied highly dissatisfied
Which brand of toothpaste you
use? - Colgate
yes 4 0 0 211
no 0 2 3 166
Total 4 2 3 377
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Which brand of toothpaste you use? -
Colgate * Indicate the level of
satisfaction with current choice ofbrand according to attributes- breath
fresheningCrosstab
Count
Indicate the level of satisfaction with current choice of brand according
to attributes- breath freshening
highly satisfied satisfied somewhatsatisfied
neutral
Which brand of toothpaste
you use? - Colgate
yes 58 91 42 15
no 46 81 27 7
Total 104 172 69 22
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Continued
Crosstab
Count
Indicate the level of satisfaction with current
choice of brand according to attributes-
breath freshening
Total
somewhat
dissatisfied
highly dissatisfied
Which brand of toothpaste you use?
- Colgate
yes 4 1 211
no 1 4 166
Total 5 5 377
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Which brand of toothpaste you use? -
Colgate * Indicate the level of
satisfaction with current choice ofbrand according to attributes- value
of moneyCrosstab
Count
Indicate the level of satisfaction with current choice of brand
according to attributes- value of money
highly satisfied satisfied somewhat
satisfied
neutral
Which brand of toothpaste
you use? - Colgate
yes 48 101 30 27
no 33 80 18 32
Total 81 181 48 59
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Continued
Crosstab
Count
Indicate the level of satisfaction with current choice of
brand according to attributes- value of money
Total
somewhat
dissatisfied
dissatisfied highly dissatisfied
Which brand of toothpaste you
use? - Colgate
yes 2 3 0 211
no 1 0 2 166
Total 3 3 2 377
Whi h b d f h ?
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Which brand of toothpaste you use? -
Colgate * Indicate the level of
satisfaction with current choice ofbrand according to attributes- quality
Crosstab
Count
Indicate the level of satisfaction with current choice of brand
according to attributes- quality
highly satisfied satisfied somewhat
satisfied
neutral
Which brand of toothpaste
you use? - Colgate
yes 58 89 40 21
no 50 89 13 12
Total 108 178 53 33
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Continued
Crosstab
Count
Indicate the level of satisfaction withcurrent choice of brand according to
attributes- quality
Total
somewhat
dissatisfied
dissatisfied
Which brand of toothpaste you use? -
Colgate
yes 3 0 211
no 0 2 166
Total 3 2 377
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