cb @ tooth paste
TRANSCRIPT
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Study on Consumer Buying Behavior
@ Tooth Pastes
Presentation By
BALA KRISHNA NAKUL YADAV NAZIR SREENIVASULU NITISH SUBODH KUMAR REDDY
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Oral Care Market 4200 crores
Tooth Paste 3100 crores 3226 crores by 2012
Tooth Powder 472 crores 458 crores by 2012
Mouth Wash 84 crores 90 crores by 2012
Tooth Brush 550 crores
Oral care in India has been greatly driven by Innovation, retail availability, packaging & promotion
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Industry growth rate = 8 %
Dentist : Population = 1 : 35,000
Form : White & Gel
55 % of the population uses toothpaste, >15 % of the toothpaste users brush twice a day
Colgate Palmolive India Ltd, P&G, GSK, Dabur, Anchor Health & Beauty products, Vicco Laboratories, Balsara Hygiene, Future company, Himalaya drug company, Henkel India……
Tooth Paste Industry @ India
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Study the consumer buying habit in Toothpastes.
To study the various factors and identify important parameters for customer acceptance
To plot popular Toothpastes Brands on the perceptual maps
Objectives of the Study
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Sampling Unit is limited to only Pondicherry University & Muthialpet region.
Doesn’t covered some demographic details in the survey
Sample size is just 40 in number
The collection of data from person to person is a difficult task
Primary data is only through questionnaire
Sales managers of two companies were contacted but no response
Limitations of the Study
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Consumer purchases are influenced strongly four factors. 1) Cultural 2) Social 3) Personal 4) Psychological
Cultural Factors
Cultural factor divided into three sub factors (i) Culture (ii) Sub Culture (iii) Social Class
Culture:-
Culture has a great influence on the behavior of a consumer. Because people learn from the society. If the culture of a country can not suggest to use toothpaste or Colgate is a good quality toothpaste then people will not buy this.
Factors Influencing Consumer Behavior
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Sub Culture:-
If the experiences of the group says that Colgate is a bad toothpaste then people will not buy this product..
Social Class:-
If the social class of people is low or much high then people do not buy Colgate toothpaste.
Social Factors: A consumer's behavior also is influenced by social factors, such as the (i)
Groups (ii)Family (iii) Roles and status
Groups:- Sometimes groups make the choices of an individual.
Family:-
In context of Bangladesh if the head of family choice Pepsodent rather than Colgate, so the family can not use other paste. So we can say that family has a influence on the consumer behavior
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Roles and Status:-
Lower-lower and Upper-Upper people will not buy same product. Because they have different roles and status in the society.
Personal Factors:
It includes (i) Age and life cycle stage (ii) Occupation (iii) Economic situation, (iv) Life style,(v) Personality and self concept
Age and Life cycle Stage Children and old do not want to use toothpaste where the very older has no
teeth and children likes taste. So age has the influence on consumer behavior
Occupation A doctor is always conscious about their health where a student has not same
consciousness. And also the choice and buying capacity of a product is depends on their occupation. It varies according to their jobs category
Economic situation A person's economic situation will affect product choice
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Life Style:
Life Style is a person's Pattern of living, understanding these forces involves measuring consumer's major AIO dimensions. i.e. activities (Work, hobbies, shopping, support etc) interest (Food, fashion, family recreation) and opinions (about themselves, Business, Products)
Personality and Self concept
Choice of a product depends on the personality and the self concept of an individual. Personality depends on the status and self concept depends on the perception
Psychological Factors:
It includes these Factors i) Motivation (ii) Perception (iii) Learning (iv) Beliefs and attitudes
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Motivation:-
Company must take some motivated activities to persuade the customer. Ex-Advertising, give some free etc
Perception:-
The process by which people select, Organize, and interpret information to form a meaningful picture of the world. The company must try to create the positive perception on the mind of individual.
Learning:-
Perception filters a thing and then take decision it should be taken or not. It means perception filter the knowledge and give the shape of learning
Beliefs and attitudes:-
Belief is a descriptive thought that a person holds about something. So company always try to make belief through making reliability. Attitude, a Person's consistently favorable or unfavourable evaluations, feelings, and tendencies towards an object or idea.
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A segmentation scheme for toothpastes
Sensories
Sociables
Worriers
Independents
principal benefit
flavor, product appearance
brightness of teeth
decay prevention
low price
behavioral characteristics
users of spear-mint flavor
smokers heavy users heavy users
demographics children teens, young
adults large families men
psycho-graphics
high self-involvement, hedonistic
high sociability, active
hypochondriac, conservative
high autonomy, value-oriented
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Company : Colgate Palmolive (India) Limited Brand : Colgate Segmenting Factor : Family Target Audience : The Brand Colgate and it’s extensions are
targeted at Indian families taking both economical and premium stances
Availability : All over India. Positioning Stance : on Health care through Duality of benefits,
talks about “Stops bad breath and fights tooth decay.” This positioning stance has worked well in Indian probably because Oral. Now also the company is constantly following the fresh breath route which proved successful for the company
Market Leader
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Company: Hindustan Lever Limited Brand Name: Close Up Segmenting Factor: Age Targeted At: Young people. The target market being “Multi Brand
Households” where young does not use what their parents. This particular targeting was significant when Close Up was launched because Colgate positioning was a sort of Flip flop between Tooth decay and Bad Breath and Colgate was going for a Broad market constituting of all the age groups.
HLL gave it a dual positioning platform of a Mouth rinse and a toothpaste, like squeeze the Gel directly into Mouth. Close Up is pushing hard for semi Urban and Rural areas were disposable incomes are rising rapidly and in order to tap these markets it is going for Vernacular Advertising in Eight languages. In Bengal as the communication did not work all that work initially, HTA has contracted Anjan Dutta a signer popular with both Young and old alike in Bengal.
Market Challenger
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Sampling Unit Students of Pondicherry University & KV School & Muthialpet Residential public
Target Population Students mostly
Sample Size 40 respondents
Approach of Research Descriptive
Method Simple Random Sampling
Data collection Primary data- questionnaire, Secondary data
Data analysis tools % analysis, SPSS, Excel
Questionnaire 17 questions
Questions Type Open-ended, 3-Point scale, yes/no
Research Details
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ZONE PERCENTAGE
East 21
North 25
West 21
South 33
From the Secondary Data Available:
(A) ZONE WISE SEGMENTATION :
(B) SEGMENTATION AS RURAL AND URBAN MARKETS :
MARKET PERCENTAGE
RURAL MARKET 40
URBAN MARKET 60
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(C) MARKET SHARE OF MAJOR PLAYERS OF THE INDUSTRY :
Others: Vicco, Himalaya, Anchor, Dabur, Baidyanath, Ajanta, Sensodyne, Forhans, Sensofoam, Neem etc
NAME SHARE (%)
COLGATE DENTAL 46
CLOSE UP 18
COLGATE GEL 10
PROMISE 9.5
PEPSODENT 9
CIBACA 3
BABOOL 0.5
Others 3
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Most of the candidates are loyal to the brand which is being used presently.
Most of the loyal customers are satisfied but not very-satisfied.
Colgate and HLL products have been positioned in the customer's minds
Market leader in the survey area is Colgate-Palmolive brand whereas, Pepsodent & Closeup are competing with 25 % each, so HLL is Market challenger and/ Market follower in this area.
“Findings” from Primary Data Available:
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Other brands (Market niche) are overlooked / ignored by the Colgate and HLL companies and if they do so then the companies listed in OTHERS will jump into Market followers list becoz they already getting desirable market share.
The most attractive attribute is the “Quality” rather than packaging, flavor, frothiness and even Price.
Approximately 93 % of the customers without any side effects so “Happy Morning with Happy Brushing.”
Important Preference toward ingredients in toothpaste is Anti-bacterial agent.
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Buying toothpaste in Box-set is Better than buying Sachey. On average 30-60 bugs per month per customer.
Most of them switch to another brand if Non-Availability of present one.
The attributes / factors which influences customer’s mindset while purchasing toothpaste is Family (Sentiment) followed by Friends (recommendation/suggestions).
70% of them don’t want to brush >1 time a day.
Routine suggestion to companies: Please try to increase the flavor
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In-store advertising, staff and advertisements outside the shop doesn’t show much influence.
Dentist advice, information on packaging, Memories of previous toothpaste purchases & advertisements on TV has much influence over “BUYING BEHAVIOR”.
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Focus as well as Cost leadership to be followed by the new firms / and to be continued by the Colgate & HLL firms.
try to have direct promotion through sponsoring & free dental checkups‘ & have contacts with dentists Instead of more and more focusing on the promotion on TV.
discounts are important factor
Main mantra for the companies to be successful is to satisfy the consumers and develop brand image and brand loyalty amongst them
Recommendations:
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THANK U
DMS-MBA : 2nd Year B-Section