P. 1
mr spss

mr spss

|Views: 341|Likes:
Published by Sumati Narang

More info:

Published by: Sumati Narang on Mar 02, 2011
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as DOC, PDF, TXT or read online from Scribd
See more
See less

11/24/2012

pdf

text

original

A PROJECT REORT ON MARKETING RESEARCH

“MARKET SURVEY ON TOOTHPASTE”

ACKNOWLEDGMENT

‘Perseverance, Inspiration and Motivation have always played a key role in success of any venture’. We were fortunate enough to get support from a large number of persons for preparing our project and to whom we shall always remain grateful. We have a deep sense of gratitude for our project guide Dr. S.K.Laroiya for his constant cooperation and necessary suggestions and also without whose guidance the project could not have been completed. His inspiration and constructive criticism are the main cause of the report. Finally we would like to express our gratitude to all the respondents for giving their precious time and relevant information and experience, we required, without which the project would have been incomplete.

2

TABLE OF CONTENTS

1. Executive summary 2. Introduction • Trends in toothpaste industry
• • •

5 6 6 8 9 13

Ingredients of toothpaste Data for the toothpaste industry Toothpaste companies and toothpaste brands

3. Research methodology

19 19 20 20 21 22

Research objectives and research problems

• Research Design • Research instruments

Sampling plan

• Field survey

4. Data analysis techniques

25

5. Conclusions and recommendation

151

6. Limitations of the study
3

153

this segment of the consumer product offers a tremendous opportunity to study the concept of brand positioning. Bibliography 158 EXECUTIVE SUMMARY This summary is based on our research work done on toothpaste to know the likings of customer in relation to the maintenance of oral hygiene and to also find the consumers response in terms of varieties those are present in toothpastes and which segments are preferred by them & also are they brand loyal or not and the major problem which was faced by us while doing this research was to find out. Trend is visible in the toothpaste market. specially when tooth paste is a fairly intimate product and consumer prefers a brand which reflects his self image or fits in with this fantasies.7. The penetration in the toothpaste market is quite low. 4 . And our secondary data source is internet from where we collected various information regarding the oral care industry in India. What attributes consumers look for in a toothpaste brand when the person buys toothpaste for themselves and to study their market awareness of various toothpaste brands. around 50%. There are over 10-15 brands in the market. In order to collect the data we preferred questionnaire method. Appendix . Our primary data source is questionnaire and this data is collected from respondent. For the purpose of data analysis we have used SPSS in which analysis is done after going through a wide area of the available data.Questionnaire 154 8. Industry experts are thankful to awareness and affluence in rural areas.

herbs. vitamins. sample size and then the execution of the sampling plan. The techniques that we have employed are like frequency distribution and cross tabulation. peppermint. and teeth whitening products.as there is a surge in demand with consumers graduating from 'datum' to toothpaste. Toothpaste comes in a variety of flavors. We have done field survey worker and collected data by filling out the questionnaires from various households selected on the basis of convenience sampling. This growth has been largely driven by a consumer shift in rural markets from toothpowders to toothpastes. question measurement & scale selection. oral care market offers huge potential as penetration and per capita consumption of oral care products is very low. Which includes certain steps that are like target population. Toothpaste is one of the most dynamic segments of the oral care market. most often being some variation on mint (spearmint. Research design includes incorporating knowledge from secondary information analysis. questionnaire design and sample design to be used. and/or hydrogen peroxide are often combined into base mixes and marketed as being beneficial. The frequency of product launches in existing segments of the market and genesis of new product segments contributes to continuous evolution of the toothpaste market. qualitative research. sampling frame sampling techniques. Whitening toothpastes and products offering multiple functions are driving growth in the dentifrices segment. The toothpaste history in India can be tracked back from 1975 with 1200 tonnes of toothpaste produced by the toothpaste industry. In India toothpaste usage as compared to other countries is very low which signifies about the potential of the market. mouth washes. Sodium fluoride (NaF) is the most popular active ingredient in toothpaste to prevent cavities. However. calcium. should follow the sampling design process in his research. regular mint etc). mouthwash. rising per capita income and increasing awareness is driving demand of oral care products. In our report we have made use of many of these techniques in order to realize our objectives. Ingredients such as baking soda. 5 . In India. enzymes. methodology selection. Consumers have started switching to value-added toothpastes like gels. some brands use sodium monofluorophosphate (SMFP).

e. It is amazingly complex being segmented not only on the basis of prices and benefits but even range of emotions with in that outlining framework. INTRODUCTION This project is basically about the analysis of the consumer preferences regarding toothpaste industry. it can be concluded that majority of Indian consumers rely on toothpaste with some who use both toothpaste and mouthwash together to cater to their hygiene needs. And majority of the respondents think ideal toothpaste to be a blend of all the attributes and not with one or two attributes and a major conclusion is the increasing market for mouthwash in India. Price is not taken into consideration by majority when it comes to their oral hygiene. And consumers for oral care industry are very much brand loyal. Advertisements plays an important role in gaining the product i. toothpaste attention in the mind of the consumers and does affect their perception about the different brands. For the purpose of data analysis we have used SPSS in which analysis is done after going through a wide area of the available data. TRENDS IN TOOTHPASTE INDUSTRY Indian tooth paste industry is one of the country largest consumer markets. Glister and others.6% of the market leaving a very small share for others such as Dabur. In order to collect the data we preferred questionnaire method because firstly it was the most feasible way to interact with the sample and get the relevant data for our research and secondly as it was suitable to get these questionnaires filled instead of interviewing the relevant persons. With in 6 . The Indian tooth paste market is psuedo-mature. So the companies should do lots of advertisement to gain market recognition. The main objective of this project is to find the consumers response in terms of varieties those are present in toothpastes and which segments are preferred by them & also are they brand loyal or not.Based on the data analysis and interpretation. The lifestyle and eating conditions of Indian consumer are changing very rapidly.9% and Close up with 18% market share are the major players in this industry and these three brands together capture 84. Pepsodent market share is 28.

while HUL's share dipped from 25% to 23.1%. specially when tooth paste is a fairly intimate product and consumer prefers a brand which reflects his self image or fits in with this fantasies. ash.  Average all India per capita consumption of toothpaste is a dismal 82gms. Its value market share dipped to 28% during the quarter from 29.  Less than 15% of the Indian toothpaste users brush twice a day. there is a surge in demand with consumers graduating from 'datum' to toothpaste.  Red and Black toothpowder still accounts for 35% of the toothpowder market. But in 2001 the market grew by only 4%. The penetration in the toothpaste market is quite low.  Colgate and Hindustan Lever together account for over 85% of the organized toothpaste market.9% respectively. "This growth has been largely driven by a consumer shift in rural markets from toothpowders to toothpastes. 7 . Certain major facts about the toothpaste industry are:  Many people in India still clean their teeth with traditional products like neem twigs. around 50%.5% (47.  In toothpowders.7%). tobacco or other herbal ingredients.over 10-15 brands in the market." industry experts say.  The toothpaste market grew at a CAGR of 7-8% between1995-2000. Industry experts say that thanks to awareness and affluence in rural areas. with both Dabur and Colgate Palmolive upping their market share to 13. which is further driving growth in the category.3%) and Colgate-Palmolive's share to 49. salt. trend is visible in the toothpaste market. This results in low oral hygiene consciousness and widespread dental diseases. while Dabur's share increased to 10% (9. Colgate and Dabur are the leading players sharing between them 75% of the market.  The dentist to population ratio is a critically low 1:35000 in the country. With the growing affluence and awareness levels in rural India.6% in April-June 2008. this segment of the consumer product offers a tremendous to study the concept of brand positioning.1% and 51. more and more people are directly moving from using datun to toothpastes. The focus of this study about tooth paste is consumer perception of the various brand are available.

mouth washes. They are trying to go at top most position. and teeth whitening products. Colgate. Indian tooth paste industry is one of the country largest market. It also provides a brief overview of the world and US oral care market.  10 years ago the most expensive toothbrush was priced at Rs4. Colgate and HUL together account for over two-thirds of the organized toothpaste market. In rural areas. HUL and Dabur are the major players. Today’s companies are operating in macro environment forces. The Indian tooth paste market is very big. There is an urgent need of more dental health practitioners with relevant qualifications and training. rising per capita income and increasing awareness is driving demand of oral care products. So. Today one can also buy a toothbrush priced at Rs999! In India.25 million people in rural areas. all the companies are involved in winning customers and out performing competition.000 people in urban areas and about 0. A key industry trend is the move towards natural products comprising of herbs. Manufacturers have used advertising campaigns to promote higher consumption of toothpastes and toothbrushes. It also analyzes the major drivers and issues in the oral care market. consumers are switching from toothpowders to toothpastes. as more and more consumers switch from powders to paste. INGRIDIENTS OF TOOTHPASTE 8 . but is extremely low for toothbrushes. oral care market offers huge potential as penetration and per capita consumption of oral care products is very low. They are facing the toughest competition ever. A serious challenge for the industry is the low dentist-population ratio.  Brand loyalty is quite high for toothpastes. The report analyzes the oral care market in India. The report also profiles the major companies. Consumers have started switching to value-added toothpastes like gels. Government has taken various initiatives like dental health camps to promote good oral care. However. with just one dentist for 10. with a discussion of their key business strategies. Large numbers of manufacturers are present. vitamins and minerals. Penetration of toothpowder in the urban areas has been declining. In toothpowder market.

Sodium fluoride (NaF) is the most popular active ingredient in toothpaste to prevent cavities; some brands use sodium monofluorophosphate (SMFP). Nearly all toothpaste sold in the United States has 1000 to 1100 parts per million of one of these active ingredients. This consistency leads some to conclude that cheap toothpaste is just as good as expensive toothpaste. When the magazine Consumer Reports rated toothpastes in 1998, 30 of the 38 were judged excellent. Many, though not all, toothpastes contain sodium lauryl sulfate or another of the sulfate family. SLS is found in other personal care products as well, such as shampoo, and is largely a foaming agent. A small percent (15%) of the population may be affected by long-term usage of SLS in toothpastes, in the form of increases in minor cold sores in one's mouth. Switching to a non-SLS brand may reduce this effect. Ingredients such as baking soda, enzymes, vitamins, herbs, calcium, mouthwash, and/or hydrogen peroxide are often combined into base mixes and marketed as being beneficial. Toothpaste comes in a variety of flavors, most often being some variation on mint (spearmint, peppermint, regular mint etc). Other more exotic flavors include: anise, apricot, bubblegum (marketed mostly to children), cinnamon, fennel, ginger, vanilla, lemon, orange, even unflavored. Toothpaste is intended to be spat out. Some types of toothpaste may cause nausea or diarrhea if swallowed in sufficient quantity. This is why children of a young age should not use it, or use it only under close supervision. Calcium used in toothpaste can be derived from animal bones or from lime. Vegetarians prefer to use products free of any ingredients derived from animals. For this reason, in India toothpaste suitable for vegetarians has been introduced and has done extremely well.

TOOTHPASTE INDUSTRY OVERVIEW
Toothpaste is one of the most dynamic segments of the oral care market. The frequency of product launches in existing segments of the market and genesis of new product segments contributes to continuous evolution of the toothpaste market. Increase in sales of oral hygiene products in major markets worldwide has largely resulted from growing awareness of hygiene 9

and product innovation. New advancements have led to the launch of a variety of high-priced, value-added multifunctional products in several oral care categories such as toothpastes and toothbrushes. Whitening toothpastes and products offering multiple functions are driving growth in the dentifrices segment.Currently, for major toothpastes, averting tooth decay is not sufficient, which usually guarantee benefits such as fresher breath, healthier gums and whiter teeth. Technological advancements in recent years have altered the toothpaste segment to one that offers additional benefits besides just fighting cavities to customers. This made manufacturers to roll out products with a lot of additional features that were not available previously. The toothpaste history in India can be tracked back from 1975 with 1200 tonnes of toothpaste produced by the toothpaste industry. Prior to the toothpastes Oral Hygiene was the domain of local home made powders and ayurvedh practitioners. With the entry of Colgate in Indian marketplace the awareness about Oral care and the importance of oral care. In recent years the Industry has shown impressive growth rate of 18.6% (this growth is calculated in terms of value growth.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. Presently Colgate Dental Cream holds 52% of market share. HLL’s Close up lies far behind with 23% of the existing market share. The third player in the marketplace in terms of market share is Colgate Gel with 10.5% of the market share. That leaves 14.5% market share for other Brands like Pepsodent, Pepsodent G, Promise, Babool, Sensofoam, Forhans, Cibaca, Neem, Vicco etc. The toothpaste market is presently valued at Rs. 750 crores out of which the Gel segment has already bagged 1/3rd portion of it. The Gel segment presently stands at Rs. 248 crores and is growing at a rate much faster than Cream. In India toothpaste usage as compared to other countries is very low which signifies about the potential of the market. In Urban India the usage of toothpaste per person per year is just 190gms. Where as it is 200gms of toothpaste per person per year in developing countries as Indonesia and Thailand. In developed countries as USA and other European countries the toothpaste usage is 375 gms per person year. In India the toothpastes companies are going in for 10

advertising on a heavy note, on an average the companies managing this FMCG category are spending 6.15% of their sales on development. Colgate Palmolive had shelled out 15% of their sales on ads in the year 1994. Dabur had an ad expenditure of 5.07% for the year 1993. whereas balsara Hygiene spend a huge 10.17% of their sales.

DATA FOR THE TOOTHPASTE INDUSTRY : (A) ZONE WISE SEGMENTATION :
ZONE EAST NORTH WEST SOUTH PERCENTAGE 21% 25% 21% 33%

(B) SEGMENTATION AS RURAL AND URBAN MARKETS :
RURAL MARKET URBAN MARKET 40% 60%

The above segmentation details give us an overall scenario of the toothpaste industry. As seen from the zone wise segmentation table, the distribution is fairly even in all the zones. Also the rural to urban markets ratio is 40:60 which is expected and thus no surprises are seen from this data or rather no unusual variation is observed.

(C) MARKET SHARE OF MAJOR PLAYERS OF THE INDUSTRY:
NAME COLGATE DENTAL COLGATE GEL CIBACA CLOSE UP PEPSODENT PROMISE BABOOL % SHARE 46 10 3 18 09 9.5 0.5

The data tabulated above clearly supports the fact that Colgate and HLL products are way ahead as far as market share goes. These brands have earned a place in customers minds or speaking in a technical term they have been positioned in the customer's minds. Secondly, the brands like 11

the Bright Red Gel synerized well with the Fresh breath Benefit. 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 Pepsodent : Pepsodent G Segmenting Factor Targeted At : : : Sought to be perceived by the customers was Fresh Breath. Thus. Blue) 50 gm Rs 100 gm Rs 150 gm Rs 50 GM Rs 100 GM Rs 200 GM Rs 50 gm Rs 150 gm Rs Age Young people. In 1983 Colgate started fearing after witnessing a downfall in market share and started airing its campaign by inviting customers into its Dental ring of confidence. The physical appearance by the users. By 1980 Close Up had 3% of the 16. Green. the Premium slashed by 30%.Promise and Babool are catering to a very specific segment of customers which is the Herbal toothpaste user segment.000 tonnes toothpaste market. (1) Company Brand Name Marketed By Product Range : : : : Hindustan Lever Limited Close Up Hindustan Lever limited (HLL) Close Up (Red. The advertising account was handled by LINTAS which focused on Fresh Breath that brought teenagers closer. while urging the customers to do the HA test by blowing air on the palm. The target market being “Multi Brand Households” where young does not use what their parents. by stressing more on breath and posing as a complete toothpaste. The production capacity was doubled through a deal with third party manufacturer and the Brand was taken National over the next year and a half. they also have positioned themselves as Herbal toothpastes and hence they always target the same segment. This can be termed as a 'niche market' which they are catering to these segments. Close Up countered this move by sharpening product benefits. the message was that Close Up feels a lot cooler which 12 .

Colgate followed Close Up by launch of it’s Blue Colgate Gel. (1) Appearance of Toothpastes detracts prospects from its serious buyers.5% of the 32. They identified two basic problems. By this time Gel became the Battleground in order to become the leader because:  There is rapid expansion in gel segment. claim the brand was introduced in the early 20th century.000 tonnes toothpaste market. Company executives at Church & Dwight. the owner of Pepsodent. 1987 was a “Probe into Problem” year for HALL as Close Up was much below expectations with only 4. initially as a tooth powder that eventually morphed into a paste form.  Youngsters thought white paste to be outdated TOOTHPASTE COMPANIES AND TOOTHPASTE BRANDS PEPSODENT HISTORY OF PEPSODENT Information on Pepsodent's earliest days is scarce. who actually purchased the Toiletries. Pepsodent allegedly struggled through the late 13 . It was priced at par with Close Up gel. UP MARKET IMAGE In the year 1990. It was targeted at the youngsters within its Brand fold who were seeking Freshness. (2) Commercials displayed too much of proximity between couples which was too much for a mother.reiterated the basic benefit of a fresh breath. The Colgate ad showed a fluorescent Blue spiral round the users body and it talked of Fresh Breath Energy.

Church & Dwight offer two versions of Pepsodent--one with the original flavor and another with enhanced whitening ingredients. Stores selling Pepsodent usually offer it for half the price of such giants as Aquafresh. Both versions. feature a "proven cavity-fighting formula" that aids in the removal of plaque and promotes strong enamel and healthy gums as well as tartar control. It had a minty flavor that was derived from sassafras. UNIQUE FEATURES Pepsodent advertisements spotlighted the toothpaste's distinguishing features.S. Arm & Hammer. an ingredient found in some varieties of tea and such soft drinks as root beer and sarsaparilla. MARKETING IN THE 21ST CENTURY Although the ingredients in Pepsodent have been tweaked over time. and sales were waning. Pepsodent had not yet added fluoride. DECLINE Throughout the 1950s. Church & Dwight also holds the rights to such toothpaste brands as Aim. CLAIMS BY CHURCH & DWIGHT According to the company website. Advertisements also pointed out the presence of irium (otherwise known as sodium lauryl sulfate) as a mechanism for fighting tooth decay. Colgate Palmolive (India) Limited Brand : Colgate 14 . It is now considered a value brand alongside some of the bigger names in the industry. at which time it began sponsoring radio programs. including one hosted by Bob Hope. the brand never rebounded from the decline during the middle part of the 20th century. Pepsodent was one of the most popular toothpaste brands in the United States. Colgate and Crest. Close-Up and Mentadent. a British and Dutch company that sells an assortment of consumer products throughout the world. and to an ingredient known as IMP for preventing tooth decay. according to Church & Dwight. Heading into the 1960s.1920s. But such brands as Colgate and Crest from competing companies were adding a new ingredient--fluoride--when it was discovered the chemical compound helped fight cavities. where it is sold outside the U. Unilever still holds the rights to Pepsodent. CHANGE IN OWNERSHIP In 2003 household-manufacturing company Church & Dwight purchased the Pepsodent brand rights in the United States from Unilever. The move led to greater name recognition.

Colgate Calciguard     50 gm 100 gm 150 gm 200 gm Colgate Sensitive Segmenting Factor : Family Target Audience : The Brand Colgate and it’s extensions are targeted at Indian families taking booth economical and premium stances.Product Range : 1. Colgate Total     50 gm 100 gm 150 gm 200 gm 4. Colgate Gel (Blue and Red)      50 gm 100 gm 150 gm 200 gm 250 gm 3. 15 . Colgate dental Cream      50 gm 100 gm 150 gm 200 gm 250 gm 2.

In 50% gm pack there is an off of Rs 5. Consistency of communication is of strategic importance. In addition there is also a school programme which covered 1. In an effort to capitalize in the growth. it is also selling sachets of CDC at low prices. C-P’s action will center around finely balancing the Urban market .with the Rural where it claims a 68 per cent share. In India. According to Rechard Usuquen VP C-P (India) Ltd.Positioning Stance : on Health care through Duality of benefits. So while the company has introduced such premium packaging as stand-up toothpaste tubes with Flip up caps in the Urban market. Colgate GelPositioned as giving long lasting fresh breath. the category volume driver.e. HISTORY OF COLGATE: For people in Colgate volume is the key. maintaining leadership in Oral care and expand the oral care market size. They are 16 . In 200gm pack the company is providing 2 toy planes for kids.3 percent market share a clear cut strategy is evident i.” The main growth in the Urban toothpaste market for C-P has for sometime been coming from the Gel segment. This is the Mantra for India a. Colgate gel has been performing well with it’s market share standing at 11 percent and a growth faster than Close Up’s market share. Fresh Stripes.where it claims a 59. Calciguard with an anti cavity therapeutic positioning marketed in the Metros. the company has come up with a lot of schemes such as 25% extra in 100gm pack. with “Stripes of Benefit”. On toothpastes. Now also the company is constantly following the fresh breath route which proved successful for the company. which has declined by the end of 96. Vice President of C-P (India) limited dually complies “We have not changed the platform . Colgate Total with it’s therapeutic positioning and multi benefits and Colgate Sensitive being Marketed through Dental Profession. with mega Brand Colgate Dental Cream (CDC). talks about “Stops bad breath and fights tooth decay. To expand the category.Duality of Benefits . the Multinational is first and foremost identified with Toothpaste (Dental care) are currently there is a lot of curiosity on how C-P is responding to the challenges that HLL is throwing it’s way. rather similar to the HLL idea of expanding the market and also not being confused as a premium consumers.for the last 15 years. An intensive investment this Video van develops the market by teaching people to use a brush or seen a finger properly to clean their teeth with the Big Red CDC. Care is not taken in a sensitized manner and hence the custom looks for multi-benefits. this latest launch brings C-P’s toothpastes to a total of six. C-P recently introduced it’s latest extensions. one of the top three volume drivers in toothpastes. Today the Indian arm is one of the top 10 subsidiaries of the global giant . where C-P claims an overall 62. More so in an increasingly cluttered environment. C-P has an on going Rural Van programme.5 million children last year.In 2001.” This positioning stance has worked well in Indian probably because Oral.5 percent market share .5.

Tested and certified by University study. it also reverses the onset of cavity by rematerializing teeth. from Tema in Ghana. and commercials depicted youthful adults blowing kisses at each other. from a green mintflavored version to a trendy clear gel. Naturally. But given a choice. Close-up Limited Edition launch in Arabia redefined the toothpaste market with its unique new flavors: Choco-loko. the feeling of being your best! Available in Freshening Red Gel. The idea of a toothpaste that could give them fresh breath. GLISTER Glister Toothpaste contains Sylodent. CLOSE UP Unlike the typical opaque. Couples with bright smiles in very "close" situations were featured on the packaging. it also contains fluoride to help prevent cavities. Limbe Malawi to Lusaka Zambia. and Lychee. They have also come up with transparent packaging in gel segment to attract the customers. Whitening and NEW Close-Up experience Whitening with a Cinnamon Blast of Flavor. That's the Close-Up feeling. LS-928 which safely cleans and whitens teeth. Over the years. mint-flavored toothpaste of the time. LS-928 . One thing remains constant: Close-up is still symbolized by attractive white smiles in very close situations. subsequently. bead like. clay particles with a smooth surface that provide high polish without excessive abrasion. white teeth and. with Close-Up positioned as the toothpaste that gives people confidence in those very "up close and personal" situations. In this regard. Nairobi in Kenya. 17 . Close-up is the first to combine toothpaste and mouthwash in one and not only freshens breath and whitens teeth. a polishing agent which effectively polishes and whitens teeth without excessive abrasion while its unique formulation fights cavities and removes plaque. choose what’s best for your teeth. Brushing with Close-Up starts with a blast of flavor that you can actually feel freshening your breath. Addis Ababa Ethopia. this toothpaste contains the same basic ingredients like the one made in Europe. many recommend Glister because they wish to support an Amway business. a little extra self-confidence and sex appeal provided instant appeal to consumers. It brought excitement and life into the rather boring toothpaste category and helped the brand achieve record sales and shares. Glister Toothpaste is the toothpaste product distributed by Amway/Quixtar.also providing a lot of discount and incentives to its stockiest and retailers. Tangerine Burst. Close up toothpaste is made by Lever Brothers Limited (Unilever) and used all over Africa. Close Up debuted in 1967 as a clear red gel with a spicy cinnamon taste and mouthwash right in the toothpaste. Kampala Uganda. Close-Up briefly flirted with a few variations.In 2006. Curiously. Glister has a refreshing mint flavor that freshens breath and gives that extra confidence. A unique brand identity was developed. Amway claims Glister is a special toothpaste that is great for your teeth. Glister uses a polishing agent. Dar es Salam Tanzania.small.

1 per cent in 2006. Dabur’s toothpaste brands have been the fastest growing oral care brands for two consecutive years. While Colgate’s volume market share dropped to 36.Dabur Red Toothpaste is packed with the power of 13 active Ayurvedic ingredients like Laung Pudina & Tomar.8 per cent in 2006.” said Sunil Duggal.1 per cent in 2007 from 7. According to Anand Shah. Dabur’s three toothpaste brands.3 per cent from 3. chief executive officer of Dabur India. thereby providing you strong teeth.8 per cent growth in value terms in 2007 against the industry growth of merely 13. No wonder that Dabur Red Toothpaste has become a Rs 100 crore brand within just five years of its birth.2 per cent in volume terms in 2007 as against 10.5 per cent growth as against an industry average of 9. In value terms. Its portfolio registered 33. including the ones acquired from Balsara.4 per cent in 2006. Appointing film star Vivek Oberoi as a brand ambassador to endorse Babool is one such initiative. Dabur brands have also shown the fastest volume growth in the toothpaste category.7 per cent in 2006. According to AC Nielsen data for April-December 2007.DABUR Dabur India’s toothpaste brands have been growing faster than the oral care segment as a whole. While its Dabur Lal toothpowder continues to be a high-growth brand. Pepsodent’s slid to 12.2 per cent. “HUL has been drifting away from oral care business to focus on its other diverse businesses. retail and FMCG analyst at Angel Broking. Dabur’s Babool. 18 .” Toothpowder continues to be an interesting category for Dabur. saw a growth in its market share to 5. Dabur’s toothpaste market share has risen to 9. Colgate and HUL’s Pepsodent have shown a decline in market share in 2007. the company has decided to expand its portfolio. on the other hand. It is the first-ever toothpaste which keeps all your dental problems away.5 per cent.On the other hand. “they have been consistently making investments in product upgrades and brand building activities of every brand. Dabur Red.7 per cent a year ago. Babool and Meswak. Its oral care portfolio consists only of premium products and it should look at introducing more products at the lower-end of the category to be present across price-points like Dabur.1 per cent value growth in the period against the segment growth of 13. reporting a 31.Its superior formulation that has been scientifically validated has made Dabur Red Toothpaste the prefered oral care brand for millions of Indians. With this. together reported 37.6 per cent from 37.5 per cent from 13. transforming a market that has traditionally been dominated by multinational behemoths Hindustan Unilever and Colgate. that keep all your dental problems away.4 per cent in 2007. Dabur’s toothpaste market share grew to 12.

19 . Ingredients  Laung: Helps prevent toothache  Pudina: Helps prevent bad breath  Tomar: Kills harmful germs RESEARCH OBJECTIVES AND RESEARCH PROBLEMS RESEARCH OBJECTIVESWe conducted this research to fulfill following objectives  To find the consumers’ response to varieties those are present in toothpastes and which segments are preferred by them  To find if consumers are brand loyal  To find if the consumers find their dental problems reduced by the use of various toothpastes  To find if consumers are aware of the contents present in the toothpastes and its effects  To find if the presence of a dental certification makes any difference to the consumer  To find if consumers get affected by various ads and perceive their paste accordingly  To find if consumers are price sensitive when it comes to oral hygiene  To find if consumers supplement their toothpastes with mouthwash  To find the taste preference of the consumers  To find if consumers have switched their brands after using free toothpastes samples.Dabur Red Toothpaste is available in 4 SKUs:     200gm 100gm 50gm 20gm.

RESEARCH PROBLEM The main problem which was faced by us while doing this research was to find out “What attributes consumers look for in a toothpaste brand when he/she buys for himself/herself and to study their market awareness of various toothpaste brands. It is very difficult to include all the attributes in our study. To find food habits of the customer whether they are vegetarian or non. Research design Research design is the most encompassing of all the steps of marketing research. question measurement & scale selection. Research design includes incorporating knowledge from secondary information analysis.  To know about the factors that influence the consumers decision to buy a particular brand of tooth paste. intentions. attitude. The aspect of what.vegetarian  To find if consumers supplement their toothpastes with mouthwash. respondents are asked questions their behaviour. 22 (refer to Appendix) which is related to the advertisement. It also includes fixed alternative questions in which respondents choose from a set of predetermined answers. the needs of the consumer vary from person to person. lifestyle. Desriptive research determines the perception of toothpaste characterstics in the minds of respondents. The method of obtaining information from the respondents is through personal interviews. For example. Research Instrument 20 .  To highlight the shortcomings of existing brands. who. awareness is detemined by asking Ques no. According to the objective of the marketing research.” With such a large market. methodology selection. The project is also conducted to create an opportunity for the toothpaste brands to get new customers by creating awareness about their products qualities and employing new strategies. questionnaire design and sample design to be used. qualitative research. how. Here. the research design is descriptive. when and where are defined in the research. awareness and buying behaviour towards the toothpaste.

The decision of the respondent is guided by whether they approach the issue as a yes or no. Which includes certain steps that are21 .  LIKERT SCALE Where the respondents are provided with a scale that has a number or brief description associated with each category. scale is used as respondents are asked to choose from strongly agree to strongly disagree for each of the attribute.  MULTIPLE CHOICE QUESTIONS In which respondents have to choose one answer from many options. respondents are asked to rank the brands of toothpaste in terms of quality. These questions gives a wide choice to the respondents so that they can give the most accurate and reliable answer. 13(refer to Appendix). Sampling Plan The objective of most marketing research project is to obtain the characteristics or parameters of a population.  RANKING METHOD As in question no. making it suitable for almost all kind of surveys. This scale is useful as respondents readily understand how to use the scale.The research instrument used by us is Questionnaire method because it is the most feasible way to interact with the sample organizations and get the relevant data for our market research. Mostly all the questions are in structured form as the questions are multiple choice questions or they are to be answered in yes or no. Scaling techniques used by us in the questionnaire includes: CONTINUOUS RATING SCALE Where the respondents rate the object by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other. A sample which is a subgroup of the population selected for the participation in the study affect a lot the findings of the market research.  DICHOTOMOUS QUESTIONS Which has only two response alternatives: yes or no. 3(refer to Appendix). In ques no. So a researcher should follow the sampling design process in his research.

Sampling techniques Non probability convenience sampling. In this research we ourselves worked as field worker and collected data by filling out the questionnaires from various households selected on the basis of convenience sampling. They can contract with a fieldwork agency. households 4-5 cities of India(Kanpur.The target population for the toothpaste research project was defined as followsElements Sampling units Extent Time 2010 male or female of the household. We choose personal interview through questionnaire. 4. vocation. internet survey etc. The guidline which we followed which asking the questions are1. Ask the question in the order in which they appear in the questionnaire. 4. Sampling frame random selection by selecting any member of the household whosoever was available irrespective of age. 3. 2. qualification.1. jaipur. 3. Read each question slowly. Sample size . telephone. The target population.284 5. pune) 2. sequence. There are many ways for data collection like mall intercept. NCR. 22 . computer assisted personal interviewing. They can develop their own organistion or 2. Be thoroughly familiar with the questionnaire. mail. We used convenience sampling for the sample selection as respondents are selected because they happen to be in the right place at the right time. income. sex. Use the exact wording given in the questionnaire. or manner in which question is asked can distort its meaning and bias the response. During preparation of questionnaire we taken care of some points because even a slight change in the wording. Execution of the sampling plan Field survey Researcher have two options for collecting their data that are1.

Ask every applicable question. and supporting decision making. cross tabulation. Hence it is the merging of frequency distribution of two or more variables in a single table. cleaning. mouthwash and toothpaste to maintain oral hygiene. 6. Which is the most preferred toothpaste brand? III. In our research this techniques has helped us in establishing the relationship between food habits and the frequency of brushing. What percentage of people use toothpaste out of powder. suggesting conclusions. gel. and modeling data with the aim of bringing out useful information. Data analysis techniques Analysis of data is a process of inspecting. How many consumers are brand loyal? 2. Income level and size of the pack purchased 23 . II. How many respondents are influenced by recommendation made by a dentist IV. There are number of methods for data analysis such as frequency distribution. hypothesis testing. Frequency distribution Frequency distribution is a mathematical distribution whose objective is to obtain a count of the number of responses associated with different values of one variable and to express these counts in percentage terms. In our report we have made use of many of these techniques in order to realize our objectives. discriminant analysis etc. Cross tabulation It is a statistical technique that describes two or more variables simultaneously. The techniques that we have employed are as follows: 1. transforming.5. We have made use of this technique in analyzing aspects like: I. Repeat questions that are not understood.

DATA ANALYSIS Frequencies 24 .

Deviation Variance Skewness Std.023 .020 .072 -3.111 2.011 .193 .Statistics What do you do What do you do to maintain oral hygiene? powder N Valid Missing Mean Std. Error of Mean Std.806 .92 .145 1 1 2 What do you do to maintain oral hygiene? gel 284 0 1.016 .648 .387 .145 1 1 2 to maintain oral hygiene? toothpaste 284 0 1.037 -4. Error of Skewness Range Minimum Maximum 284 0 1.96 .13 .178 .82 .333 .256 .150 -1.268 .145 1 1 2 What do you do to maintain oral hygiene? mouthwash 284 0 1.145 1 1 2 25 .

080 1.355 .676 2.145 4 1 5 26 .823 -.Statistics Rank the Rank the following in terms Rank the following in terms of quality(1 being following in terms of quality(1 being the lowest and 5 of quality(1 being the lowest and 5 Which is your being the preferred brand? highest) Colgate N Valid Missing Mean Std.240 . Error of Mean Std.36 .03 .145 4 1 5 being the highest) Pepsodent 284 0 3.53 . Error of Skewness Range Minimum Maximum 284 0 2.434 . Deviation Variance Skewness Std.350 1.099 1.274 1.808 .145 4 1 5 the lowest and 5 being the highest) Close up 284 0 3.197 1.145 5 1 6 284 0 3.157 .21 .772 .624 -.076 1.071 1.

86 .87 .145 1 1 2 look in while buying the following in terms following in terms of quality(1 being of quality(1 being What factors you the lowest and 5 the lowest and 5 being the highest) Glister N Valid Missing Mean Std. Deviation Variance Skewness Std.488 2.510 . Error of Mean Std.145 4 1 5 being the highest) Dabur toothpaste? Price 284 0 2.116 -2.020 .202 .28 .088 1.449 .163 .Statistics Rank the Rank the What factors you look in while buying the toothpaste? Protection 284 0 1.091 1.256 .369 .145 4 1 5 284 0 1.027 .214 .46 .539 2.995 .145 1 1 2 27 . Error of Skewness Range Minimum Maximum 284 0 2.341 .

92 .393 .145 1 1 2 look in while buying the toothpaste? Composition 284 0 1.80 .399 .181 -1.145 1 1 2 What attributes do you think ideal toothpaste should have? Whitening 284 0 1.078 -3. Error of Mean Std.145 1 1 2 look in while buying the toothpaste? Color 284 0 1.530 .159 -1.279 .76 . Error of Skewness Range Minimum Maximum 284 0 1.155 -1.023 .145 1 1 2 28 .251 . Deviation Variance Skewness Std.Statistics What factors you What factors you What factors you look in while buying the toothpaste? Odour N Valid Missing Mean Std.425 .024 .81 .025 .003 .017 .588 .

Statistics What attributes toothpaste should have? Freshness N Valid Missing Mean Std.030 .642 .009 .092 -2.145 1 1 2 What attributes What attributes do you think ideal toothpaste should have? All of them 284 0 1.303 .74 . Deviation Variance Skewness Std.442 .026 .145 1 1 2 toothpaste should have? Color do you think ideal do you think ideal do you think ideal 29 .145 1 1 2 What attributes toothpaste should have? Taste 284 0 1.251 -.145 1 1 2 284 0 1.014 .164 .024 -6.90 .50 .501 .98 .195 -1.018 .076 .155 . Error of Mean Std. Error of Skewness Range Minimum Maximum 284 0 1.

416 .024 .155 1.145 3 1 4 range of the toothpaste used by you? 284 0 2.530 .111 .159 -1. Deviation Variance Skewness Std.334 -.145 3 1 4 the characteristic of ideal toothpaste? 284 0 1.Statistics What attributes toothpaste should have? Others N Valid Missing Mean Std.56 .637 . Error of Skewness Range Minimum Maximum 284 0 1.399 .069 1.80 .145 1 1 2 do you think ideal toothpaste have 30 .22 .173 1.96 .488 . Error of Mean Std.346 .145 1 1 2 Does your What is the price Which type of toothpaste do you prefer? 284 0 2.025 .041 .699 .

145 32 1 33 If yes.261 .310 .380 -.57 . Error of Mean Std.28 .041 .048 .145 2 1 3 If yes. Error of Skewness Range Minimum Maximum 284 0 2. for what reasons you go which you think you don't find in Breath 284 0 2. Deviation Variance Skewness Std.114 1.616 .77 .145 2 1 3 for a mouthwash for a mouthwash your toothpaste? your toothpaste? 31 . for what reasons you go which you think you don't find in Freshness 284 0 2.037 .808 .919 3.684 15.295 .084 .473 -1.Statistics Do you feel satisfied with your toothpaste or you In which pack do you prefer your toothpaste? N Valid Missing Mean Std.145 2 1 3 supplement it with a mouthwash? 284 0 1.653 -1.687 .48 .

049 .145 2 1 3 Does your toothpaste provide you with following attributes? Long Lasting Freshness 284 0 1.672 .820 .309 -1.Statistics If yes.495 -1.040 .703 .145 4 1 5 for a mouthwash for a mouthwash your toothpaste? your toothpaste? 32 .56 .64 . Deviation Variance Skewness Std.502 . Error of Skewness Range Minimum Maximum 284 0 2.252 -1. for what reasons you go which you think you don't find in Sensitivity N Valid Missing Mean Std.033 .288 .145 2 1 3 Does your mouthwash is available in the brand of the toothpaste you use? 284 0 2.145 2 1 3 If yes.67 .260 .042 .556 .95 .912 . Error of Mean Std.030 . for what reasons you go which you think you don't find in Others 284 0 2.

839 .89 .773 .710 .145 3 1 4 Does your toothpaste provide you with following attributes? Use of natural herbs 284 0 2.145 4 1 5 toothpaste following attributes? Healthy tooth and gums 284 0 1.597 .048 .981 .Statistics Does your Does your toothpaste provide you with following attributes? Whiteness N Valid Missing Mean Std.92 . Error of Mean Std.733 .68 . Deviation Variance Skewness Std.87 .050 .962 -.042 .058 .150 .652 . Error of Skewness Range Minimum Maximum 284 0 1.145 4 1 5 provide you with provide you with 33 .704 .046 .145 4 1 5 Does your toothpaste following attributes? Prevention of tooth decay 284 0 1.505 1.

978 .050 .145 4 1 5 Does your toothpaste following taste 284 0 1.772 .Statistics Please allocate Does your toothpaste following Foaming N Valid Missing Mean Std.617 1.052 .873 .708 .763 1.046 .047 .724 .490 .11 .786 .851 .145 6 1 7 provide you with provide you with attributes? Good attributes? Good 34 .83 .82 .595 . Deviation Variance Skewness Std.425 . Error of Mean Std.69 . Error of Skewness Range Minimum Maximum 284 0 2.145 6 1 7 Please allocate 100 points among the characteristics given below? Whiteness 284 0 2.145 4 1 5 100 points among the characteristics given below? Long Lasting Freshness 284 0 2.

145 7 1 8 Please allocate 100 points among the characteristics given below? Good Foaming 284 0 1. Error of Mean Std.145 5 1 6 Please allocate 100 points among the characteristics given below? Prevention of tooth decay 284 0 2.820 . Deviation Variance Skewness Std.145 4 1 5 Please allocate 100 points among the characteristics given below? Use of natural herbs 284 0 1.701 .468 .491 .73 .68 . Error of Skewness Range Minimum Maximum 284 0 2.665 2.672 .777 .042 .048 .46 .046 .049 .255 .872 .Statistics Please allocate 100 points among the characteristics given below? Healthy tooth and gums N Valid Missing Mean Std.603 .67 .145 4 1 5 35 .815 .073 .

145 1 1 2 members use the using toothpaste 36 .145 3 1 4 Do you buy a different brand of Do all your family toothpaste especially for your kids? 284 0 3.145 1 1 2 Do you prefer that has some color? 284 0 1.736 .202 .239 -.050 .029 .28 .541 .61 .82 .995 .449 . Error of Mean Std.992 . Deviation Variance Skewness Std.29 .489 . Error of Skewness Range Minimum Maximum 284 0 1.450 .Statistics Please allocate 100 points among the characteristics given below? Good taste N Valid Missing Mean Std.985 -1.145 3 1 4 same toothpaste? 284 0 1.027 .059 .044 .451 .

042 .473 .223 .512 -1.59 .Statistics Would you prefer When you see a toothpaste that is Do you use the not your usual same brand How often you brand but has a every time or you free toothbrush keep switching to with it.92 .036 .716 . Deviation Variance Skewness Std.046 .839 .33 . Error of Skewness Range Minimum Maximum 284 0 2.028 . N Valid Missing Mean Std.767 .145 2 1 3 others? 284 0 1.028 .154 . Error of Mean Std.145 3 1 4 284 0 1.145 2 1 3 a toothpaste brand that is certified by a dental organisation or by visit your dentist? your own dentist? 284 0 3.589 -2.145 1 1 2 37 .704 .050 .705 .49 .

836 3. Deviation Variance Skewness Std.257 .181 .145 32 1 33 Match the of toothpaste .77 .171 .808 3.790 3.111 65.Close Up 284 0 7.200 51.470 55. Error of Mean Std.481 8.27 .862 61.Colgate 284 0 4.808 3.443 7. Error of Skewness Range Minimum Maximum 284 0 5.46 .232 .Colgate Active with their taglines with their taglines 38 .81 .427 7.145 32 1 33 following brands following brands .Statistics Match the following brands of toothpaste with their taglines Salt N Valid Missing Mean Std.145 32 1 33 Match the following brands of toothpaste with their taglines – Pepsodent 284 0 6.467 7.145 32 1 33 Match the of toothpaste .

365 69.37 .Dabur Lal 284 0 6.43 .411 3.496 8. Deviation Variance Skewness Std.082 .976 .145 32 1 33 you fit best? 284 0 3.145 32 1 33 Match the Does your food Are you vegetarian or non-vegetarian? 284 0 1.157 1.029 .643 58.70 .184 .145 1 1 2 habit affect your toothpaste buying decision? 284 0 1.863 6. Error of Skewness Range Minimum Maximum Statistics Do you brush in your food habit? N Valid Missing Mean Std.145 32 1 33 284 0 3.145 6 1 7 Which income to? 284 0 2.Babool N Valid Missing Mean Std.802 .145 32 1 33 following brands following brands with their taglines with their taglines accordance with Which age group level you belong 39 .226 17.08 .451 .485 .979 3.Statistics Match the of toothpaste .23 .115 1.527 .618 .145 1 1 2 of toothpaste . Error of Mean Std.240 . Error of Skewness Range Minimum Maximum 284 0 2.454 7.235 .251 4.779 13. Error of Mean Std.58 .069 1.027 .338 1.944 3.203 -. Deviation Variance Skewness Std.72 .

Error of Mean Std.145 4 1 5 Frequency Table Q1 What do you do to maintain oral hygiene? 40 .343 .50 .Statistics Qualification N Valid Missing Mean Std. Error of Skewness Range Minimum Maximum 284 0 2.740 .548 -.544 .770 .243 1.044 .074 1.145 3 1 4 Vocation 284 0 2.92 . Deviation Variance Skewness Std.

9 100.9 96.9 96.a) Powder b) Gel c) Toothpaste d) Mouthwash What do you do to maintain oral hygiene? Powder Cumulative Frequency Valid Yes No Total 11 273 284 Percent 3.0 41 .1 100.1 100.0 Valid Percent 3.0 Percent 3.

0 Valid Percent 7.3 100.7 92.7 92.0 42 .What do you do to maintain oral hygiene? Gel Cumulative Frequency Valid Yes No Total 22 262 284 Percent 7.0 Percent 7.3 100.7 100.

7 100.0 43 .3 12.3 12.0 Valid Percent 87.7 100.3 100.What do you do to maintain oral hygiene? Toothpaste Cumulative Frequency Valid Yes No Total 248 36 284 Percent 87.0 Percent 87.

7 100. This reflects the market for toothpaste present in India.What do you do to maintain oral hygiene? Mouthwash Cumulative Frequency Valid Yes No Total 52 232 284 Percent 18.0 From the above charts we see that the people whom we surveyed mostly use toothpaste to maintain their oral hygiene. 7.3% use toothpaste and 18.3% use mouthwash as a tool to maintain their oral hygiene.7% use gel. There are other options available but majority rely on toothpaste with some who use both toothpaste and mouthwash together to cater to their hygiene needs. From 284 respondents.9% use powder.3 81.0 Valid Percent 18.0 Percent 18.3 100.7 100.3 81. 87. 44 . 3.

9 4.0 Percent 37.9 4.7% market 45 .2 6. The consumers whom we surveyed majorly use colgate with 37. there is oligopoly present in the oral care market in the major cities in India.8 77.7 66.0 4.9 100.0 Valid Percent 37.0 From the above table we can see that.0 4.Q2 Which is your preferred brand? a)Colgate b)Pepsodent c)Glister d)Dabur e)Closeup f)Others Which is your preferred brand? Cumulative Frequency Valid colgate pepsodent Glister Dabur close up Others Total 107 82 12 18 51 14 284 Percent 37.3 18.3 18.1 95.7 28.9 100.1 100.7 28.2 6.5 70.

1 25.share followed by Pepsodent whose market share is 28.7 22.9%. Glister and others.8 100.5 14.9 21. Close up is also a major player with 18% market share.6 55.0 46 . Q3 Rank the following in terms of quality? Rank the following in terms of quality(1 being the lowest and 5 being the highest) Colgate Cumulative Frequency Valid rank 1 rank 2 rank 3 rank 4 rank 5 Total 44 40 73 65 62 284 Percent 15. This data is majorly for the urban population.5 14.3 78.6% of the market leaving a very small share for others such as Dabur.5 29.8 100.0 Percent 15.1 25.9 21. The data however be totally different for the the consumers of rural India.7 22.0 Valid Percent 15. These three brands together capture 84.2 100.

0 77.0 Percent 10.3 27.5 100.5 100.Rank the following in terms of quality(1 being the lowest and 5 being the highest) Pepsodent Cumulative Frequency Valid rank 1 rank 2 rank 3 rank 4 rank 5 Total 30 43 69 78 64 284 Percent 10.5 22.0 47 .1 24.5 100.3 27.7 50.6 25.6 15.0 Valid Percent 10.6 15.5 22.1 24.

1 32.9 15.0 Valid Percent 9.5 100.1 32.0 Percent 9.0 16.6 84.6 67.5 26.5 100.9 15.5 26.5 35.Rank the following in terms of quality(1 being the lowest and 5 being the highest) Close up Cumulative Frequency Valid rank 1 rank 2 rank 3 rank 4 rank 5 Total 27 74 91 48 44 284 Percent 9.0 16.5 100.0 48 .

5 7.4 100.5 7.0 86.1 21.7 13.1 21.4 18.1 60.0 Percent 39.6 68.0 49 .7 13.4 100.0 Valid Percent 39.4 18.Rank the following in terms of quality(1 being the lowest and 5 being the highest) Glister Cumulative Frequency Valid rank 1 rank 2 rank 3 rank 4 rank 5 Total 111 61 21 53 38 284 Percent 39.6 100.

8 13.0 Percent 23.0 100.8 13.0 Valid Percent 23.2 8.2 8.2 62.0 100.9 53.0 75.9 29.9 29.0 25.0 100.Rank the following in terms of quality(1 being the lowest and 5 being the highest) Dabur Cumulative Frequency Valid rank 1 rank 2 rank 3 rank 4 rank 5 Total 68 83 25 37 71 284 Percent 23.0 50 .0 25.

From the above charts we can see that colgate has been ranked highest in quality by 21.5% ranked it 4 and 22. Pepsodent is also being perceived as of high quality as 24.7% of consumers have assigned it rank 3 and 22. 27. Thus it is considered as a high quality product. 51 . Close up is perceived to be of a fair quality as 32% of respondents assigned it rank 3.3% ranked it 3. 25.9% has assigned it rank 4.3% of respondents ranked it 5.8% of consumers whom we surveyed. Glister however because of its lack of awareness is ranked to be low in quality and Dabur has a mixed response of people.

4 100.6 100.0 Percent 13.6 100.4 86.4 86.0 Valid Percent 13.0 What factors you look in while buying the toothpaste? Price 52 .Q4 What factors you look in while buying the toothpaste? a)Price b)Protection c)Odour d)Color e)Composition Cumulative Frequency Valid Yes No Total 38 246 284 Percent 13.

0 53 .0 Valid Percent 72.8 100.What factors you look in while buying the toothpaste? Protection Cumulative Frequency Valid Yes No Total 205 79 284 Percent 72.2 27.0 Percent 72.2 100.2 27.8 100.

0 Percent 19.7 100.0 54 .3 100.3 100.What factors you look in while buying the toothpaste? Odour Cumulative Frequency Valid Yes No Total 56 228 284 Percent 19.0 Valid Percent 19.7 80.7 80.

0 What factors you look in while buying the toothpaste? Composition Cumulative Frequency Valid Yes No Total 54 230 284 Percent 19.0 81.5 100.0 Valid Percent 8.0 100.0 100.0 Valid Percent 19.0 81.0 55 .What factors you look in while buying the toothpaste? Color Cumulative Frequency Valid Yes No Total 24 260 284 Percent 8.0 Percent 8.5 100.5 91.5 91.0 Percent 19.5 100.0 100.

This shows that price is not taken into consideration by majority when it comes to their oral hygiene. 56 .2% of the people whom we surveyed opted for protection.From the above tables. it can be seen that majority of the consumer look for protection of their teeth while buying the toothpaste. odour and composition also affect the buying decision of consumer for toothpaste. Also color does not attract majority as toothpaste is perceived to provide hygiene only.5% of the respondent look for color in toothpaste. 72. 19. 13. Thus these two factors viz.7% of the respondents opted for odour as the factor they look for while buying the toothpaste with composition chosen by 19%.4% of respondent look for price and 8.

Q5 What attributes do you think ideal toothpaste should have? a)Whitening b)Freshness c)Tasted)Color e)All of them f)Others Cumulative Frequency Valid Yes No Total 67 217 284 Percent 23.0 Percent 23.4 100.6 76.0 What attributes do you think ideal toothpaste should have? Whitening 57 .0 Valid Percent 23.4 100.6 76.6 100.

0 58 .4 73.0 Valid Percent 26.6 100.0 Percent 10.2 89.8 100.2 89.6 100.0 Valid Percent 10.0 What attributes do you think ideal toothpaste should have? Taste Cumulative Frequency Valid Yes No Total 29 255 284 Percent 10.8 100.2 100.4 100.What attributes do you think ideal toothpaste should have? Freshness Cumulative Frequency Valid Yes No Total 75 209 284 Percent 26.4 73.0 Percent 26.

5 100.0 Percent 2.5 97.5 97.0 Valid Percent 2.5 100.5 100.0 59 .What attributes do you think ideal toothpaste should have? Color Cumulative Frequency Valid Yes No Total 7 277 284 Percent 2.

4 100.6 50.0 60 .0 Valid Percent 49.6 100.6 50.4 100.0 Percent 49.What attributes do you think ideal toothpaste should have? All of them Cumulative Frequency Valid Yes No Total 141 143 284 Percent 49.

What attributes do you think ideal toothpaste should have? Others Cumulative Frequency Valid Yes No Total 56 228 284 Percent 19.7 80.3 100.0 Valid Percent 19.7 80.3 100.0 Percent 19.7 100.0

61

From the above tables and diagrams, it can be seen that a majority of 49.6% of respondents think ideal toothpaste to be a blend of all the attributes mentioned. They do not want toothpaste to be just good in one attribute but to give a mix of whiteness, freshness, taste and color. 23.6% responded whiteness, 26.4% responded freshness, 10.2% responded taste, 2.5% responded color and 19.7% responded other attributes.

Q6 Does your toothpaste have the characteristics of ideal toothpaste? a)Yes b)No

62

Does your toothpaste have the characteristic of ideal toothpaste? Cumulative Frequency Valid Yes No Total 221 63 284 Percent 77.8 22.2 100.0 Valid Percent 77.8 22.2 100.0 Percent 77.8 100.0

From above, it can be seen that 77.8% of respondents feel that their toothpaste have the characteristic of ideal toothpaste. Thus, majority of the consumers are satisfied with the toothpaste they are currently using. Q7 Which type of toothpaste do you prefer? a)Herbal b)Chemical c)Medicinal d)Mixture of chemical and herbal

63

18% of respondents want their toothpaste to be purely herbal and 14.8 46.0 14. However.0 100.4 53.4% of respondents want it to be purely chemical. one of the herbs is considered to be best for teeth protection.8 46.0 From the above table.8% of respondents prefer medicinal toothpaste.2 100.8 Percent 18.0 14.Which type of toothpaste do you prefer? Cumulative Frequency Valid herbal chemical medicinal mixture of chemical and herbal Total 284 100. 20.4 20. Thus it can be inferred that the presence of herbs in toothpaste is highly favored. it can be seen that 46.8% of respondents prefer toothpaste whose composition is a mixture of herbs and chemicals.0 51 41 59 133 Percent 18. Neem.8 Valid Percent 18.4 20.0 32. 64 .

0 Percent 4.2 47.2 43. Q8 What is the price range of toothpaste used by you? a)Rs5-Rs25 b)Rs25-Rs50 c)Rs50-Rs100 d)Rs100 and above What is the price range of the toothpaste used by you? Cumulative Frequency Valid Rs5-Rs25 Rs25-Rs50 Rs50-Rs100 Rs100 and above Total 12 124 126 22 284 Percent 4.4 7.9 92.7 100.3 100.4 7.7 100.7 44.7 44.The presence of such herbs in their toothpaste provides a confidence to the consumers that their toothpaste is providing them with the best hygiene.2 43.0 65 .0 Valid Percent 4.

0 100.0 100.0 66 . majority does not consider price to be an important factor while considering their oral hygiene.From the consumers whom we surveyed.0 Valid Percent 8.2 37.8 54.0 Percent 8.2 37.0 100. Q9 In which pack do you prefer your toothpaste? a)Small pack b)Medium Pack c)Family pack In which pack do you prefer your toothpaste? Cumulative Frequency Valid small pack medium pack family pack Total 25 154 105 284 Percent 8.8 63.8 54.

I use it along with a mouthwash b)No.2% of the respondents purchase a medium pack toothpaste and 37% go for family pack. I am satisfied with my toothpaste 67 . consumer prefer to purchase it in large sizes available.54. Q10 Do you feel satisfied with your toothpaste or you supplement it with a mouthwash? a)Yes. Since toothpaste is a product of daily need.

they go for mouthwash to get the best hygiene.i use it along with a mouthwash no.2% use their toothpaste along with a mouthwash.0 100. People use toothpaste majorly for their oral hygiene but with changing lifestyles and changing eating habits. i am satisfied with my toothpaste missing Total 1 284 .2 65.5 65.0 186 65.0 . 68 .Do you feel satisfied with your toothpaste or you supplement it with a mouthwash? Cumulative Frequency Valid yes. From this data it can be inferred that the market for mouthwash is increasing in India.6 97 Percent 34.4 100.2 Valid Percent 34.4 100.5 99.2 Percent 34.5% of the respondents are satisfied with their toothpaste while 34.

3 32.0 69 .3 20.Q11 If yes. for what reasons you go for a mouthwash which you think you don’t find in your toothpaste? If yes. for what reasons you go for a mouthwash which you think you don't find in your toothpaste? Breath Cumulative Frequency Valid Yes No not applicable Total 32 59 193 284 Percent 11.8 68.8 68.0 100.0 Valid Percent 11.0 100.0 Percent 11.0 100.3 20.

0 100.0 68.0 100.0 68. for what reasons you go for a mouthwash which you think you don't find in your toothpaste? Freshness Cumulative Frequency Valid Yes No not applicable Total 57 34 193 284 Percent 20.0 100.If yes.0 Valid Percent 20.1 12.0 Percent 20.0 70 .1 12.1 32.

2 68.0 100.If yes.9 28.0 100.0 100.2 68.0 71 .9 32.9 28. for what reasons you go for a mouthwash which you think you don't find in your toothpaste? Sensitivity Cumulative Frequency Valid Yes No not applicable Total 11 80 193 284 Percent 3.0 Percent 3.0 Valid Percent 3.

This can lead to embarrassment when is felt by others.0 The two major reasons people go for mouthwash are to cater to their bad breath and for freshness.4 32.6 68. This feature of mouthwash is resulting in its increasing use.0 100. Mouthwash can be carried along and can be used anytime and at anyplace which is not so with toothpastes. With the changing lifestyle.0 Valid Percent 1.6 68.If yes. people are shifting towards eating fast foods and other items which results in their bad breath.4 30. 72 .4 30. To prevent this embarrassment. people want to have a fresh breath and therefore they prefer using mouthwash.0 100.0 100.0 Percent 1. for what reasons you go for a mouthwash which you think you don't find in your toothpaste? Others Cumulative Frequency Valid Yes No not applicable Total 4 87 193 284 Percent 1.

0 Percent 12.4 68.3 19.0 Out of 90 respondents who use mouthwash.Q12 Does your mouthwash is available in the brand of toothpaste you use? a)Yes b)No Does your mouthwash is available in the brand of the toothpaste you use? Cumulative Frequency Valid Yes No not applicable Total 35 55 194 284 Percent 12. However. people might use the same brands if they find it 73 .0 Valid Percent 12.8% use the same brand of toothpaste and mouthwash. From this it can be inferred that.1% of respondents go for different brands of toothpaste and mouthwash. 61. 38.3 100.7 100.3 31.3 100.4 68.3 19.

4 100.7 93.5 10.2 82.2 53.0 Valid Percent 29.6 100.9 6. Q13 Does your toothpaste provide you with the following attributes? Does your toothpaste provide you with following attributes? Long Lasting Freshness Cumulative Frequency Valid strongly agree Agree neither agree nor disagree disagree strongly disagree Total 83 152 31 17 1 284 Percent 29.0 74 .7 99. If this is so. consumers try to gain those by using a different brand of mouthwash or there is also a possibility of not having the mouthwash of same brand available in the market.0 .0 Percent 29.satisfying but if there toothpaste lacks in some attribute.5 10.2 53. different brands currently not having mouthwash in their product line can add it as a new product in their respective product line and can gain a market share in that segment.4 100.9 6.0 .

7 100.4 88.3 100.5 .8 99.0 Percent 26.6 8.0 Valid Percent 26.4 61.Does your toothpaste provide you with following attributes? Whiteness Cumulative Frequency Valid strongly agree agree neither agree nor disagree disagree strongly disagree Total 75 175 25 7 2 284 Percent 26.6 8.8 2.8 2.5 .0 96.0 75 .7 100.4 61.

8 .5 81.0 Valid Percent 34.8 .5 46.8 16.0 Percent 34.Does your toothpaste provide you with following attributes? Healthy tooth and gums Cumulative Frequency Valid strongly agree agree neither agree nor disagree disagree strongly disagree Total 98 133 47 5 1 284 Percent 34.4 100.3 97.5 46.6 100.5 1.9 99.5 1.4 100.0 76 .8 16.

0 Valid Percent 33.4 5.0 Percent 33.6 100.1 14.8 79.8 46.8 46.0 77 .Does your toothpaste provide you with following attributes? Prevention of tooth decay Cumulative Frequency Valid strongly agree agree neither agree nor disagree disagree Total 96 131 41 16 284 Percent 33.1 14.4 100.6 100.9 94.4 5.

1 80.2 18.0 78 .4 24.6 41.Does your toothpaste provide you with following attributes? Use of natural herbs Cumulative Frequency Valid strongly agree agree neither agree nor disagree disagree strongly disagree Total 41 70 117 52 4 284 Percent 14.2 18.6 100.4 24.0 Percent 14.3 98.4 100.3 1.4 100.6 41.0 Valid Percent 14.3 1.4 39.

9 5.6 46.1 94.0 Valid Percent 24.0 79 .6 46.9 5.0 99.0 Percent 24.6 100.6 .5 22.4 100.4 100.6 .Does your toothpaste provide you with following attributes? Good Foaming Cumulative Frequency Valid strongly agree agree neither agree nor disagree disagree strongly disagree Total 70 132 65 16 1 284 Percent 24.5 22.6 71.

2 99.6 2.3 49.Does your toothpaste provide you with following attributes? Good taste Cumulative Frequency Valid strongly agree agree neither agree nor disagree disagree strongly disagree Total 103 140 33 6 2 284 Percent 36.3 49.3 11.0 80 .1 .6 2.7 100.3 85.6 97.1 .3 11.0 Percent 36.7 100.0 Valid Percent 36.3 100.

81 . This infers that there are very small chances of providing a differentiation in their products by various brands. Most of the different brands provide almost same kind of attribute with an finitely small differentiating factor. majority of the respondents agree that their toothpaste provide them with most of the attributes such as long lasting freshness (53.1%).5%).8%). use of natural herbs (24. good foaming (46.6%).5%) and good taste (49. Q14 Please allocate 100 points among the characteristics in such a way that the allocation represents the importance of each characteristic to you. healthy tooth and gums (46. prevention of tooth decay (46.6%).3%).From the above tables and diagram it can be seen that. whiteness (61.

9 99.1 31.8 87.4 .4 1.Please allocate 100 points among the characteristics given below? Long Lasting Freshness Cumulative Frequency Valid 0-10 10-20 20-30 30-40 40-50 50-60 60-70 Total 6 90 152 26 4 4 2 284 Percent 2.1 33.7 53.2 1.1 31.0 Percent 2.0 82 .2 1.5 9.7 53.5 9.5 97.4 1.0 Valid Percent 2.7 100.3 100.4 .3 96.7 100.

1 100.0 7.7 1.8 39.Please allocate 100 points among the characteristics given below? Whiteness Cumulative Frequency Valid 0-10 10-20 20-30 30-40 60-70 Total 5 112 142 22 3 284 Percent 1.0 Valid Percent 1.7 1.8 39.2 91.4 50.9 100.0 7.8 41.1 100.4 50.2 98.0 Percent 1.0 83 .

0 84 .1 .4 100.4 100.1 .2 88.5 8.9 47.5 8.8 2.7 97.0 Percent 5.3 35.6 100.3 41.3 35.9 47.0 Valid Percent 5.Please allocate 100 points among the characteristics given below? Healthy tooth and gums Cumulative Frequency Valid 0-10 10-20 20-30 30-40 40-50 50-60 Total 15 102 135 25 6 1 284 Percent 5.8 2.5 99.

3 99.7 7.0 .7 7.5 53.5 45.7 100.7 100.1 38.3 100.5 92.0 85 .0 Percent 8.Please allocate 100 points among the characteristics given below? Prevention of tooth decay Cumulative Frequency Valid 0-10 10-20 20-30 30-40 40-50 Total 24 128 110 20 2 284 Percent 8.1 38.0 Valid Percent 8.5 45.0 .

Please allocate 100 points among the characteristics given below? Use of natural herbs Cumulative Frequency Valid 0-10 10-20 20-30 30-40 70-80 Total 124 122 33 4 1 284 Percent 43.0 86 .4 100.7 43.0 11.0 Percent 43.6 1.7 86.0 Valid Percent 43.6 1.4 .6 100.7 43.2 99.4 100.6 98.4 .0 11.

Please allocate 100 points among the characteristics given below? Good Foaming Cumulative Frequency Valid 0-10 10-20 20-30 30-40 40-50 Total 128 125 29 1 1 284 Percent 45.1 89.1 44.3 99.6 100.2 .2 .1 99.1 44.0 10.4 .0 87 .4 100.4 100.0 Valid Percent 45.0 Percent 45.0 10.4 .

1 16.1 16.3 46.Please allocate 100 points among the characteristics given below? Good taste Cumulative Frequency Valid 0-10 10-20 20-30 30-40 Total 103 131 47 3 284 Percent 36.0 Percent 36.1 100.5 1.5 1.9 100.0 Valid Percent 36.1 100.3 82.4 98.3 46.0 88 .

Q15 Do you buy a different brand of toothpaste especially for your kids? a)Always b)Sometimes c)Never 89 . healthy tooth and gums (47. good foaming and good taste are of lesser importance in comparison to the first four factors. Whiteness (50% allocated points in the range of 20-30).From the above tables it can be seen that four factors are of major importance to the respondents.5% allocated points in the range of 20-30). The other three factors viz. use of natural herbs.1% allocated points in the range of 10-20).5% allocated points in the range of 20-30) and prevention of tooth decay (45. These factors are long lasting freshness (53.

6 39.6 14.6 14.0 Percent 7. only 18% buy a different brand for their kids whereas others go for same brand for kids.0 17.4 60. The current toothpaste market has few brands which are specially for kids but their popularity is still not very high.0 17.Do you buy a different brand of toothpaste especially for your kids? Cumulative Frequency Valid Always sometimes Never not applicable Total 20 50 41 173 284 Percent 7.0 Out of 111 respondents who have kids.0 Valid Percent 7.4 60. 90 .0 24.1 100. This shows that toothpaste companies still are not able to provide consumers a differentiating factor which should be present in the toothpaste used by kids or companies are not able to convince their consumers that the oral needs of adults and kids vary and need varying care.9 100.9 100.

2 100.0 Valid Percent 72.0 From this it can be seen that 72.8% use different brands.2% of the respondents use a single brand of toothpaste in their home for all the family members and only 27.Q16 Do all your family members use the same toothpaste? Do all your family members use the same toothpaste? Cumulative Frequency Valid yes no Total 205 79 284 Percent 72. 91 .0 Percent 72.8 100.2 27.8 100. Thus it can be inferred that toothpaste is still perceived by consumers to be a family product which can be use by every member of the family and requires very less variation alongwith the variation in the consumer.2 27.

With the advancement in time.1% of respondents see color as an important factor in their toothpaste.9 100. pink etc.0 Valid Percent 39. many brands has launched toothpaste with varying colors such as red.9 100.1 100.1 60.0 Only 39. green. But only a few consumer segment is attracted by them with major of the population looking for other important factors. blue. but has a free toothpaste with it.Q17 Do you prefer using toothpaste that has some color? Do you prefer using toothpaste that has some color? Cumulative Frequency Valid yes no Total 111 173 284 Percent 39.0 Percent 39. 92 .1 60. Q18 When you see toothpaste that is not your usual brand.

4 61.0 38. Only 13% of the respondents change there buying decision because of such promotions.0 25. Cumulative Frequency Valid you will probably buy it you will give it a closer look you don't care Total 37 72 175 284 Percent 13.0 From the above table. Thus it can be inferred that consumers do not switch brands just because of promotional offers when it comes to their oral hygiene. it can be seen that 61.6% of the respondents don’t care about such promotional activities done by toothpaste brands.4 61. 93 .6 100.a)You will probably buy it b)You will give it a closer look c)You don’t care When you see a toothpaste that is not your usual brand but has a free toothbrush with it.6 100.0 Valid Percent 13.0 25.0 Percent 13.4 100.

7 94 .0 89 31.Q19 Do you use the same brand every time or you keep switching to others? a)yes.2 Valid Percent 39.0 100.4 29. I use the same brand b)I keep changing my toothpaste brand c)I have not changed it in a long time but I might change it I find some other better Do you use the same brand every time or you keep switching to others? Cumulative Frequency Valid yes.2 Percent 39.3 100.4 29.3 31.4 68. i use the same brand i keep changing my toothpaste brand i have not changed it in a long time but i might change it if i find some other better Total 284 100.0 112 83 Percent 39.

From this it can be seen that 70. Q20 How often you visit your dentist? How often you visit your dentist? Cumulative Frequency Valid 1-2 month 2-4 months 4-6 months 6 months and above Total 12 13 54 205 284 Percent 4.0 72. 31.2 100.2 8.0 Valid Percent 4. Thus it can be inferred that consumers for oral care industry are brand loyal.0 95 .8 100.2 4.0 Percent 4.6 19.2 4.2 100.0 72.8 27.3% might change their brands if find some other better.6 19. Out of these.7% of respondents are using the same brand of toothpaste.

This is a large number.5 From the above table it can be seen that majority of the respondents.0 189 Percent 66.5 Valid Percent 66.5 Percent 66.0 100. i don't care Total 95 284 33.Q21 Would you prefer a toothpaste brand that is certified by a dental organization or by you own dentist? a)Yes b)No Would you prefer a toothpaste brand that is certified by a dental organisation or by your own dentist? Cumulative Frequency Valid yes. prefer toothpaste with a dentist recommendation. 66.5 100.5%. The various brands can tap these 96 .0 33.5 100. i prefer toothpaste with a dentist recommendation no.

segments of consumers by providing a dental certification on their product or by word of mouth from the practicing dentists. Q22 Match the following brands of toothpaste with their taglines.
Match the following brands of toothpaste with their taglines - Colgate Active Salt Cumulative Frequency Valid subah iski, to din tumhara ho dentist ka sujhaya no.1 brand kya aapke toothpaste me namak hai solid indian daant main nahi mera toothpaste fail ho gaya paas aao pass aao na missing Total 1 21 284 .4 7.4 100.0 .4 7.4 100.0 92.6 100.0 4 7 1.4 2.5 1.4 2.5 89.8 92.3 2 3 246 Percent .7 1.1 86.6 Valid Percent .7 1.1 86.6 Percent .7 1.8 88.4

97

Match the following brands of toothpaste with their taglines - Close Up Cumulative Frequency Valid subah iski, to din tumhara ho dentist ka sujhaya no.1 brand kya aapke toothpaste me namak hai solid indian daant main nahi mera toothpaste fail ho gaya paas aao pass aao na missing Total 245 21 284 86.3 7.4 100.0 86.3 7.4 100.0 92.6 100.0 3 2 1.1 .7 1.1 .7 5.6 6.3 6 4 3 Percent 2.1 1.4 1.1 Valid Percent 2.1 1.4 1.1 Percent 2.1 3.5 4.6

98

Match the following brands of toothpaste with their taglines - Colgate Cumulative Frequency Valid subah iski, to din tumhara ho dentist ka sujhaya no.1 brand kya aapke toothpaste me namak hai solid indian daant main nahi mera toothpaste fail ho gaya paas aao pass aao na missing Total 3 21 284 1.1 7.4 100.0 1.1 7.4 100.0 92.6 100.0 4 9 1.4 3.2 1.4 3.2 88.4 91.5 4 239 4 Percent 1.4 84.2 1.4 Valid Percent 1.4 84.2 1.4 Percent 1.4 85.6 87.0

99

8 6.Pepsodent Cumulative Frequency Valid subah iski.7 8.8 Percent 2.9 1.0 2.6 10.0 6 226 2.8 Valid Percent 2.1 8 11 5 Percent 2.8 3.5 7.1 79.0 92.6 90.5 100 .9 1.6 2.4 100.6 100.5 7.4 100.8 3.Match the following brands of toothpaste with their taglines .1 brand kya aapke toothpaste me namak hai solid indian daant main nahi mera toothpaste fail ho gaya paas aao pass aao na missing Total 7 21 284 2. to din tumhara ho dentist ka sujhaya no.1 79.

3 90.1 7.4 Percent 83.1 83.1 .1 7.7 1.0 92.4 100.4 Valid Percent 83.Match the following brands of toothpaste with their taglines .2 2.1 3.2 87.Babool Cumulative Frequency Valid subah iski.4 100. to din tumhara ho dentist ka sujhaya no.2 101 .8 85.1 .0 2.0 6 9 2.1 brand kya aapke toothpaste me namak hai solid indian daant main nahi mera toothpaste fail ho gaya paas aao pass aao na missing Total 6 21 284 2.5 236 2 4 Percent 83.7 1.6 100.1 3.

0 239 10 84.7 Percent 2.4 .6 100.4 100. to din tumhara ho dentist ka sujhaya no.2 3.2 3.0 92.5 84.Dabur Lal Cumulative Frequency Valid subah iski.4 .7 Valid Percent 2.7 92.1 brand kya aapke toothpaste me namak hai solid indian daant main nahi mera toothpaste fail ho gaya paas aao pass aao na missing Total 1 21 284 .5 88.9 4.4 7.5 3.0 .4 7.3 7 4 2 Percent 2.5 1.6 102 .Match the following brands of toothpaste with their taglines .4 100.5 1.

toothpaste attention in the mind of the consumers and does affect their perception about the different brands.vegetarian? Are you vegetarian or non-vegetarian? Cumulative Frequency Valid Veg non-veg Total 178 106 284 Percent 62.3 100.0 103 .0 Valid Percent 62.e.From the above tables.7 100.7 37. Q23 Are you vegetarian or non.3 100. Thus it can be inferred that advertisements do play an important role in gaining the product i.7 37.0 Percent 62. it can be seen that majority of the respondents identify the various advertisements of different toothpastes.

it doesnt matter Total 204 284 71.0 71.2 104 .2 Percent 28.8 100.0 80 Percent 28.8 100.Q24 Does your food habit affect your toothpaste buying decision? Does your food habit affect your toothpaste buying decision? Cumulative Frequency Valid yes.2 Valid Percent 28. i use one which matches problems associated with my food habit no.0 100.

0 44.3 105 .6 123 43. i always brush twice a day no.3 Valid Percent 12. i always brush once a day irrespective of what i take missing Total 1 284 . i brush more when i have fried food no.6 35 Percent 12.4 100.0 125 44.0 .0 100.0 99.3 Percent 12.3 43.Q25 Do you brush in accordance with your food habit? Do you brush in accordance with your food habit? Cumulative Frequency Valid yes.3 55.4 100.

Which age group you fit best? Cumulative Frequency Valid under 10 11-20 20-30 30-40 40-50 50-60 60 n above Total 4 64 143 26 34 8 5 284 Percent 1.4 22.5 50.4 9.2 12.0 2.8 1.8 100.0 Valid Percent 1.4 22.5 50.4 9.2 12.0 2.8 1.8 100.0 Percent 1.4 23.9 74.3 83.5 95.4 98.2 100.0

106

Which income level you belong to? Cumulative Frequency Valid under Rs 1.5 lacs Rs 1.5lacs- Rs 3 lacs Rs 3 lacs - Rs 5 lacs Rs 5 lacs n above missing Total 125 63 48 43 5 284 Percent 44.0 22.2 16.9 15.1 1.8 100.0 Valid Percent 44.0 22.2 16.9 15.1 1.8 100.0 Percent 44.0 66.2 83.1 98.2 100.0

107

Qualification Cumulative Frequency Valid uneducated 10+2 graduate postgraduate Total 9 63 154 58 284 Percent 3.2 22.2 54.2 20.4 100.0 Valid Percent 3.2 22.2 54.2 20.4 100.0 Percent 3.2 25.4 79.6 100.0

108

0 Percent 20.6 88.5 12.9 8.1 42.Vocation Cumulative Frequency Valid unemployed student service business housewife Total 57 121 48 24 34 284 Percent 20.0 100.5 12.1 62.9 8.1 42.6 16.0 109 .6 16.7 79.0 100.0 Valid Percent 20.0 100.

Crosstabs 110 .CROSSTABS /TABLES=X2 BY X401 X402 X403 X404 X405 /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART.

Notes Output Created Comments Input Data C:\Documents and Settings\User\Desktop\mr. DataSet1 <none> <none> <none> 284 08-Mar-2010 00:54:14 Resources Processor Time Elapsed Time Dimensions Requested Cells Available 0:00:01. Syntax CROSSTABS /TABLES=X2 BY X401 X402 X403 X404 X405 /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART.sav 111 . Cases Used Statistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table.469 2 174762 [DataSet1] C:\Documents and Settings\User\Desktop\mr.sav Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing User-defined missing values are treated as missing.312 0:00:01.

0% 0 .0% 284 100.0% 284 100.0% 284 100.Case Processing Summary Cases Valid N Which is your preferred brand? * What factors you look in while buying the toothpaste? Price Which is your preferred brand? * What factors you look in while buying the toothpaste? Protection Which is your preferred brand? * What factors you look in while buying the toothpaste? Odour Which is your preferred brand? * What factors you look in while buying the toothpaste? Color Which is your preferred brand? * What factors you look in while buying the toothpaste? Composition 284 100.0% 284 100.0% 284 100.0% 284 100.0% N 284 Total Percent 100.0% 284 100.0% 0 .0% 0 .0% 0 .0% N 0 Missing Percent .0% Which is your preferred brand? * What factors you look in while buying the toothpaste? Price 112 .0% 284 Percent 100.

151 .196a 6.0%) have expected count less than 5.608 a. 113 . 3 cells (25. The minimum expected count is 1.Crosstab Count What factors you look in while buying the toothpaste? Price yes Which is your preferred brand? colgate pepsodent glister dabur close up others Total 14 10 0 5 7 2 38 no 93 72 12 13 44 12 246 Total 107 82 12 18 51 14 284 Chi-Square Tests Asymp.263 284 df 5 5 1 sided) . (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 5.292 .61.392 . Sig.

From the above table and graph it can be inferred that consumers when buy the toothpaste do not look into price factor. Which is your preferred brand? * What factors you look in while buying the toothpaste? Protection 114 .

Sig.34. 2 cells (16.246 284 df 5 5 1 sided) .076a 10. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 10.073 .7%) have expected count less than 5.073 .620 a. 115 .077 .Crosstab Count What factors you look in while buying the toothpaste? Protection yes Which is your preferred brand? colgate pepsodent glister dabur close up others Total 73 68 9 9 36 10 205 no 34 14 3 9 15 4 79 Total 107 82 12 18 51 14 284 Chi-Square Tests Asymp. The minimum expected count is 3.

From the above table and graph it can be inferred that the brands which the consumers are currently using are having the protection attribute in them. Which is your preferred brand? * What factors you look in while buying the toothpaste? Odour 116 .

3 cells (25.406 . 117 . The minimum expected count is 2. Sig.0%) have expected count less than 5.Crosstab Count What factors you look in while buying the toothpaste? Odour yes Which is your preferred brand? colgate pepsodent glister dabur close up others Total 19 18 2 2 14 1 56 no 88 64 10 16 37 13 228 Total 107 82 12 18 51 14 284 Chi-Square Tests Asymp.37.756a 5.093 284 df 5 5 1 sided) . (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 4.446 .078 .761 a.

From the above table and graph it can be inferred that the brands which the consumers are currently using are not providing them fresh breath throughout the day. Which is your preferred brand? * What factors you look in while buying the toothpaste? Color 118 . This is a drawback in the products and brands should try to improvise on this attribute.

01. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 10.Crosstab Count What factors you look in while buying the toothpaste? Color yes Which is your preferred brand? colgate pepsodent glister dabur close up others Total 13 4 0 4 3 0 24 no 94 78 12 14 48 14 260 Total 107 82 12 18 51 14 284 Chi-Square Tests Asymp. The minimum expected count is 1.505 1. 119 .269 a.220 284 df 5 5 1 sided) .062 . 4 cells (33.042 .492a 11.3%) have expected count less than 5.

From the above table and graph it can be inferred that the brands which the consumers are currently using are not because of their attractive colors. Which is your preferred brand? * What factors you look in while buying the toothpaste? Composition 120 .

021 .Crosstab Count What factors you look in while buying the toothpaste? Composition yes Which is your preferred brand? colgate pepsodent glister dabur close up others Total 18 10 5 4 10 7 54 no 89 72 7 14 41 7 230 Total 107 82 12 18 51 14 284 Chi-Square Tests Asymp.670a 13.28. The minimum expected count is 2.879 284 df 5 5 1 sided) .027 a.008 .0%) have expected count less than 5. 121 . Sig. 3 cells (25.266 4. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 15.

122 .

297 2 174762 123 .CROSSTABS /TABLES=X2 BY X6 /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART.297 0:00:00. Cases Used Statistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table. DataSet1 <none> <none> <none> 284 08-Mar-2010 01:10:13 Resources Processor Time Elapsed Time Dimensions Requested Cells Available 0:00:00. Syntax CROSSTABS /TABLES=X2 BY X6 /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART. Crosstabs Notes Output Created Comments Input Data C:\Documents and Settings\User\Desktop\mr.sav Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing User-defined missing values are treated as missing.

0% N 0 Missing Percent .0% Which is your preferred brand? * Does your toothpaste have the characteristic of ideal toothpaste? Crosstabulation Count Does your toothpaste have the characteristic of ideal toothpaste? yes Which is your preferred brand? colgate pepsodent glister dabur close up others Total 78 65 10 15 43 10 221 no 29 17 2 3 8 4 63 Total 107 82 12 18 51 14 284 124 .[DataSet1] C:\Documents and Settings\User\Desktop\mr.sav Case Processing Summary Cases Valid N Which is your preferred brand? * Does your toothpaste have the characteristic of ideal toothpaste? 284 Percent 100.0% N 284 Total Percent 100.

Chi-Square Tests Asymp. The minimum expected count is 2. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 3. Sig.759 1. 3 cells (25.585 . From the above table and graph it can be inferred that the brands which the consumers are currently using are having the characteristic of their ideal toothpaste adding to the customer satisfaction.0%) have expected count less than 5.224 a. 125 .592 .707a 3.66.480 284 df 5 5 1 sided) .

Crosstabs 126 .CROSSTABS /TABLES=X2 BY X10 /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART.

297 0:00:00. Cases Used Statistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table.Notes Output Created Comments Input Data C:\Documents and Settings\User\Desktop\mr. Syntax CROSSTABS /TABLES=X2 BY X10 /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART.sav 127 .sav Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing User-defined missing values are treated as missing. DataSet1 <none> <none> <none> 284 08-Mar-2010 01:10:59 Resources Processor Time Elapsed Time Dimensions Requested Cells Available 0:00:00.406 2 174762 [DataSet1] C:\Documents and Settings\User\Desktop\mr.

0% Which is your preferred brand? * Do you feel satisfied with your toothpaste or you supplement it with a mouthwash? Crosstabulation Count Do you feel satisfied with your toothpaste or you supplement it with a mouthwash? yes.0% N 284 Total Percent 100.i use it along no.0% N 0 Missing Percent .Case Processing Summary Cases Valid N Which is your preferred brand? * Do you feel satisfied with your toothpaste or you supplement it with a mouthwash? 284 Percent 100. i am satisfied with a mouthwash Which is your preferred brand? colgate pepsodent glister dabur close up others Total 40 26 7 3 16 5 97 with my toothpaste 67 55 5 15 35 9 186 missing 0 1 0 0 0 0 1 Total 107 82 12 18 51 14 284 128 .

910 a.532 . From the above table and graph it can be inferred that the brands which the consumers are currently using are providing them with satisfaction.04. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 8.886a 9. The minimum expected count is .4%) have expected count less than 5.006 .Chi-Square Tests Asymp. 8 cells (44.013 284 df 10 10 1 sided) . Sig.543 . thereby not providing the need to supplement it with mouthwash. 129 .

Crosstabs 130 .CROSSTABS /TABLES=X2 BY X1301 X1302 X1303 X1304 X1305 X1306 X1307 /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART.

000 0:00:02.sav Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing User-defined missing values are treated as missing. Syntax CROSSTABS /TABLES=X2 BY X1301 X1302 X1303 X1304 X1305 X1306 X1307 /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART.sav 131 . Cases Used Statistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table. DataSet1 <none> <none> <none> 284 08-Mar-2010 01:11:55 Resources Processor Time Elapsed Time Dimensions Requested Cells Available 0:00:02.078 2 174762 [DataSet1] C:\Documents and Settings\User\Desktop\mr.Notes Output Created Comments Input Data C:\Documents and Settings\User\Desktop\mr.

0% N 0 Missing Percent .0% 284 100.0% 284 100.0% 284 100.0% 284 100.0% 284 100.0% 0 .0% 0 .0% 284 100.0% 284 100.0% 284 100.0% 0 .0% N 284 Total Percent 100.0% 0 .0% 132 .0% 0 .0% 284 100.0% 284 100.0% 284 100.0% 0 .Case Processing Summary Cases Valid N Which is your preferred brand? * Does your toothpaste provide you with following attributes? Long Lasting Freshness Which is your preferred brand? * Does your toothpaste provide you with following attributes? Whiteness Which is your preferred brand? * Does your toothpaste provide you with following attributes? Healthy tooth and gums Which is your preferred brand? * Does your toothpaste provide you with following attributes? Prevention of tooth decay Which is your preferred brand? * Does your toothpaste provide you with following attributes? Use of natural herbs Which is your preferred brand? * Does your toothpaste provide you with following attributes? Good Foaming Which is your preferred brand? * Does your toothpaste provide you with following attributes? Good taste 284 100.0% 284 Percent 100.

Which is your preferred brand? * Does your toothpaste provide you with following attributes? Long Lasting Freshness Crosstab Count Does your toothpaste provide you with following attributes? Long Lasting Freshness neither agree nor strongly agree Which is your preferred brand? colgate pepsodent glister dabur close up others Total Crosstab Count Does your toothpaste provide you with following attributes? Long Lasting Freshness disagree Which is your preferred brand? colgate pepsodent glister dabur close up others Total 12 3 0 2 0 0 17 strongly disagree 1 0 0 0 0 0 1 Total 107 82 12 18 51 14 284 25 22 6 8 20 2 83 agree 61 46 5 7 28 5 152 disagree 8 11 1 1 3 7 31 133 .

04.005 .001 .057 a.3%) have expected count less than 5. From the above table and graph it can be inferred that most of the consumers agree that the brands which they are currently using are providing them with long lasting freshness.257 3.291a 40. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 45. The minimum expected count is .637 284 df 20 20 1 sided) .Chi-Square Tests Asymp. 16 cells (53. 134 . Sig.

Which is your preferred brand? * Does your toothpaste provide you with following attributes? Whiteness Crosstab Count Does your toothpaste provide you with following attributes? Whiteness neither agree nor strongly agree Which is your preferred brand? colgate pepsodent glister dabur close up others Total Crosstab Count Does your toothpaste provide you with following attributes? Whiteness strongly disagree Which is your preferred brand? colgate pepsodent glister dabur close up others Total 0 1 0 1 0 0 2 Total 107 82 12 18 51 14 284 21 22 6 6 19 1 75 agree 70 53 6 6 29 11 175 disagree 14 5 0 2 2 2 25 disagree 2 1 0 3 1 0 7 135 .

3%) have expected count less than 5.424a 34.365 a. The minimum expected count is .822 284 df 20 20 1 sided) .002 .178 .Chi-Square Tests Asymp. Sig. 136 . From the above table and graph it can be inferred that most of the consumers agree that the brands which they are currently using are providing them with whiteness. 19 cells (63.08. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 42.025 .

Which is your preferred brand? * Does your toothpaste provide you with following attributes? Healthy tooth and gums Crosstab Count Does your toothpaste provide you with following attributes? Healthy tooth and gums neither agree nor strongly agree Which is your preferred brand? colgate pepsodent glister dabur close up others Total 31 32 6 9 13 7 98 agree 50 41 4 2 30 6 133 disagree 24 7 2 7 6 1 47 disagree 2 2 0 0 1 0 5 137 .

04. 138 .733a 31.503 .Crosstab Count Does your toothpaste provide you with following attributes? Healthy tooth and gums strongly disagree Which is your preferred brand? colgate pepsodent glister dabur close up others Total 0 0 0 0 1 0 1 Total 107 82 12 18 51 14 284 Chi-Square Tests Asymp.470 284 df 20 20 1 sided) . (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 30.049 .493 a. 17 cells (56. Sig.059 . The minimum expected count is .7%) have expected count less than 5.

Which is your preferred brand? * Does your toothpaste provide you with following attributes? Prevention of tooth decay 139 .From the above table and graph it can be inferred that most of the consumers agree that the brands which they are currently using are providing them with healthy tooth and gums.

Crosstab Count Does your toothpaste provide you with following attributes? Prevention of tooth decay neither agree nor strongly agree Which is your preferred brand? colgate pepsodent glister dabur close up others Total Crosstab Count Does your toothpaste provide you with following attributes? Prevention of tooth decay disagree Which is your preferred brand? colgate pepsodent glister dabur close up others Total 8 2 1 1 2 2 16 Total 107 82 12 18 51 14 284 31 32 4 9 15 5 96 agree 49 40 6 4 26 6 131 disagree 19 8 1 4 8 1 41 140 .

740 a.903a 14. From the above table and graph it can be inferred that most of the consumers agree that the brands which they are currently using are providing them with prevention of tooth decay.Chi-Square Tests Asymp. 141 .68.508 .7%) have expected count less than 5. 10 cells (41. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 13.533 . The minimum expected count is .230 .110 284 df 15 15 1 sided) .

Which is your preferred brand? * Does your toothpaste provide you with following attributes? Use of natural herbs Crosstab Count Does your toothpaste provide you with following attributes? Use of natural herbs neither agree nor strongly agree Which is your preferred brand? colgate pepsodent glister dabur close up others Total Crosstab Count Does your toothpaste provide you with following attributes? Use of natural herbs strongly disagree Which is your preferred brand? colgate pepsodent glister dabur close up others Total 3 0 0 1 0 0 4 Total 107 82 12 18 51 14 284 9 12 3 9 5 3 41 agree 21 19 4 4 19 3 70 disagree 54 32 4 4 17 6 117 disagree 20 19 1 0 10 2 52 142 .

826 6. The minimum expected count is . From the above table and graph it can be inferred that most of the consumers neither agree nor disagree that the brands which they are currently using are providing them with use of natural 143 .005 .17.859 284 df 20 20 1 sided) .003 .Chi-Square Tests Asymp.503a 39. 16 cells (53.009 a. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 41.3%) have expected count less than 5.

This means that the current brands are not tapping the benefits which can occur from having the use of natural herbs. Which is your preferred brand? * Does your toothpaste provide you with following attributes? Good Foaming Crosstab Count Does your toothpaste provide you with following attributes? Good Foaming neither agree nor strongly agree Which is your preferred brand? colgate pepsodent glister dabur close up others Total 20 22 7 9 11 1 70 agree 41 44 3 7 33 4 132 disagree 38 16 2 0 5 4 65 disagree 7 0 0 2 2 5 16 144 .herbs.

334a 64. The minimum expected count is . 145 . (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 69.408 a.000 . Sig.Crosstab Count Does your toothpaste provide you with following attributes? Good Foaming strongly disagree Which is your preferred brand? colgate pepsodent glister dabur close up others Total 1 0 0 0 0 0 1 Total 107 82 12 18 51 14 284 Chi-Square Tests Asymp.673 . 17 cells (56.000 .685 284 df 20 20 1 sided) .7%) have expected count less than 5.04.

From the above table and graph it can be inferred that most of the consumers agree that the brands which they are currently using are providing them with good foaming. Which is your preferred brand? * Does your toothpaste provide you with following attributes? Good taste 146 .

Crosstab Count Does your toothpaste provide you with following attributes? Good taste neither agree nor strongly agree Which is your preferred brand? colgate pepsodent glister dabur close up others Total Crosstab Count Does your toothpaste provide you with following attributes? Good taste strongly disagree Which is your preferred brand? colgate pepsodent glister dabur close up others Total 0 0 1 1 0 0 2 Total 107 82 12 18 51 14 284 30 27 6 10 28 2 103 agree 59 47 3 4 22 5 140 disagree 18 7 1 1 1 5 33 disagree 0 1 1 2 0 2 6 147 .

16 cells (53.599 .000 .Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 73.650 284 df 20 20 1 sided) . The minimum expected count is . 148 .420 a.3%) have expected count less than 5.000 . From the above table and graph it can be inferred that most of the consumers agree that the brands which they are currently using are providing them with good taste.08.531a 58.

Cases Used Statistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table. DataSet1 <none> <none> <none> 284 08-Mar-2010 01:13:11 Resources Processor Time Elapsed Time Dimensions Requested Cells Available 0:00:00. Syntax CROSSTABS /TABLES=X2 BY X19 /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART. Crosstabs Notes Output Created Comments Input Data C:\Documents and Settings\User\Desktop\mr.sav Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing User-defined missing values are treated as missing.313 2 174762 149 .CROSSTABS /TABLES=X2 BY X19 /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART.297 0:00:00.

i use the same brand Which is your preferred brand? colgate pepsodent glister dabur close up others Total 43 30 4 15 16 4 112 my toothpaste brand 25 24 7 1 18 8 83 i find some other better 39 28 1 2 17 2 89 Total 107 82 12 18 51 14 284 150 .[DataSet1] C:\Documents and Settings\User\Desktop\mr.0% N 0 Missing Percent .0% N 284 Total Percent 100.0% Which is your preferred brand? * Do you use the same brand every time or you keep switching to others? Crosstabulation Count Do you use the same brand every time or you keep switching to others? i have not changed it in a long time but i i keep changing might change it if yes.sav Case Processing Summary Cases Valid N Which is your preferred brand? * Do you use the same brand every time or you keep switching to others? 284 Percent 100.

Chi-Square Tests Asymp. From the above table and graph it can be inferred that colgate is having the brand loyalty of 76.001 .8%) have expected count less than 5. Dabur has 94.570 284 df 10 10 1 sided) .7%.755a 29.450 a. The minimum expected count is 3. 151 .66%. Sig.51. 5 cells (27. and close up has 64.824 .001 .4%. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 29.6%. Though it has a small market share but its market share is consistent because of its customers brand loyalty. Glister has 41. Dabur is having the highest brand loyalty from its competitors.7%. Pepsodent has the brand loyalty of 70.

CROSSTABS /TABLES=X23 BY X24 /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART. Crosstabs Notes Output Created Comments Input Data C:\Documents and Settings\User\Desktop\mr. Cases Used Statistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table. Syntax CROSSTABS /TABLES=X23 BY X24 /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART.391 2 174762 152 .281 0:00:00.sav Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing User-defined missing values are treated as missing. DataSet1 <none> <none> <none> 284 08-Mar-2010 01:13:55 Resources Processor Time Elapsed Time Dimensions Requested Cells Available 0:00:00.

0% N 284 Total Percent 100. it doesnt matter 128 76 204 Total 178 106 284 153 .0% N 0 Missing Percent .sav Case Processing Summary Cases Valid N Are you vegetarian or nonvegetarian? * Does your food habit affect your toothpaste buying decision? 284 Percent 100. i use one which matches problems associated with my food habit Are you vegetarian or nonvegetarian? veg non-veg Total 50 30 80 no.[DataSet1] C:\Documents and Settings\User\Desktop\mr.0% Are you vegetarian or non-vegetarian? * Does your food habit affect your toothpaste buying decision? Crosstabulation Count Does your food habit affect your toothpaste buying decision? yes.

Sig. b.537 Exact Sig.000 . (2Value Pearson Chi-Square Continuity Correctionb Likelihood Ratio Fisher's Exact Test Linear-by-Linear Association N of Valid Cases .000 .001 df 1 1 1 sided) .Chi-Square Tests Asymp. Computed only for a 2x2 table 154 .969 .000 .0%) have expected count less than 5. (1sided) a. The minimum expected count is 29.969 1. (2sided) Exact Sig. 0 cells (.969 1.86.001a .001 284 1 .

296 2 155 . it does not affect its toothpaste buying decision.From this it can be inferred that whether a consumer is vegetarian or non-vegetarian. CROSSTABS /TABLES=X23 BY X25 /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART. Syntax CROSSTABS /TABLES=X23 BY X25 /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART. DataSet1 <none> <none> <none> 284 08-Mar-2010 01:15:12 Resources Processor Time Elapsed Time Dimensions Requested 0:00:00. Crosstabs Notes Output Created Comments Input Data C:\Documents and Settings\User\Desktop\mr.sav Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing User-defined missing values are treated as missing. Cases Used Statistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table.296 0:00:00.

i brush more when i have fried food Are you vegetarian or nonvegetarian? veg non-veg Total 22 13 35 no. i always brush twice a day 81 42 123 once a day irrespective of what i take 74 51 125 156 . i always brush yes.0% N 284 Total Percent 100.0% N 0 Missing Percent .sav Case Processing Summary Cases Valid N Are you vegetarian or nonvegetarian? * Do you brush in accordance with your food habit? 284 Percent 100.[DataSet1] C:\Documents and Settings\User\Desktop\mr.0% Are you vegetarian or non-vegetarian? * Do you brush in accordance with your food habit? Crosstabulation Count Do you brush in accordance with your food habit? no.

The minimum expected count is .621 .Are you vegetarian or non-vegetarian? * Do you brush in accordance with your food habit? Crosstabulation Count Do you brush in accordance with your food habit? missing Are you vegetarian or nonvegetarian? veg non-veg Total 1 0 1 Total 178 106 284 Chi-Square Tests Asymp. 2 cells (25.204 284 df 3 3 1 sided) .111 .773a 2.651 a. 157 .0%) have expected count less than 5.550 . (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 1. Sig.37.

158 .From this it can be inferred that most of the consumers brush once or twice without having any affect of their eating habits.

• • Protection of teeth is the most important factor followed by odour and composition which affect the buying decision of consumer for toothpaste. many brands has launched toothpaste with varying colors such as red.CONCLUSIONS AND RECOMMENDATION Based on the above data analysis and interpretation. India is a land of Ayurveda and herbs. the various toothpaste brands have been successful in providing customer satisfaction. however. it can be concluded that • Majority of Indian consumers rely on toothpaste with some who use both toothpaste and mouthwash together to cater to their hygiene needs. These three brands together capture 84. Colgate with 37. But only a few consumer segments are attracted by them with major of the population looking for other important factors. Glister and others. Majority of the respondents think ideal toothpaste to be a blend of all the attributes and not with one or two attributes. There is not much differentiation in the basic features of all the product. majority of the respondents feel that their toothpaste have the characteristic of ideal toothpaste. 159 . there is oligopoly present in the oral care market in the major cities in India. Price is not taken into consideration by majority when it comes to their oral hygiene. Also. Pepsodent whose market share is 28. there are various product segmentation present. This affects the attitude and perception of Indian consumers towards the use of herbs in toothpastes as an value added feature. pink etc. Thus.6% of the market leaving a very small share for others such as Dabur.7% market share.9% and Close up with 18% market share are the major players in this industry. blue. Most of the brands are perceived by customers to be providing a high quality to them. With the advancement in time. With various players present in this industry. green. Also the presence of herbs in toothpaste is highly favored. • • Also color does not attract majority as toothpaste is perceived to provide hygiene only.

• • • Also dentist recommendation affects the buying behavior of Indian consumers and therefore it should be taken into appropriate consideration by its customers. The advertisement competition is very fierce in the current market with every brand launching new improved ads every year. With the changing lifestyle. To prevent this embarrassment. Advertisements do play an important role in gaining the product i. Brand loyalty is also high for other brands. This shows that toothpaste companies still are not able to provide consumers a differentiating factor which should be present in the toothpaste used by kids or companies are not able to convince their consumers that the oral needs of adults and kids vary and need varying care. This can lead to embarrassment when is felt by others. This is a potential market which if properly targeted would be resulting in increased market shares. people want to have a fresh breath and therefore prefer using mouthwash.e. people are shifting towards eating fast foods and other items which results in their bad breath. Consumers for oral care industry are very much brand loyal. toothpaste attention in the mind of the consumers and does affect their perception about the different brands.Most of the toothpaste purchases are made in medium or family packs since toothpaste is a product of daily need of customers. And this should be maintained in order to sustain the respective product presence in consumer minds. This increasing mouthwash market is a currently new in India and various brands can make an edge in this industry by making a best use of this market by launching various mouthwash ranges with innovative ideas. • A major conclusion is the increasing market for mouthwash in India. The lifestyle and eating conditions of Indian consumer are changing very rapidly. This makes it difficult for the various brands to attract new customers. Also the popularity for toothpaste market exclusively for kids is still not very high. Dabur is having the highest brand loyalty from its competitors. Though it has a small market share but its market share is consistent because of its customers brand loyalty. • 160 .

 The selected brands are chosen with regards to their sales and popularity due to their large product depth and vast availability. The data however could be totally different for the consumers of rural India.  The present study lacks internal validity. 161 .LIMITATIONS OF THE STUDY  The Research was based on a sample of 286 customers. notwithstanding its richness of data. it lacks control of variables. Thereby influencing the research results. the generalizations of the results of the study are limited as defined by the size of the sample and the generalizations of the findings for the other brands are also unwarranted. Thus.  This data is majorly for the urban population. Therefore.

Rs 50 a) Small pack b) Medium pack 9) In which pack do you prefer your toothpaste? 10) Do you feel satisfied with your toothpaste or you supplement it with a mouthwash? a) Yes. I am satisfied with my toothpaste 7) Which type of toothpaste do you prefer? 8) What is the price range of toothpaste used by you? a) Rs 5. I use it along with a mouthwash 162 .Appendix Questionnaire We would be thankful if you share some of your valuable opinion regarding the following questionnaire. I assure you that the information provided by you will be kept confidential and will be used for academic purpose only. please specify ________________ 6) Does your toothpaste have the characteristics of ideal toothpaste? a) Yes a) Herbal b) No b) Chemical c) Medicinal d) Mixture of chemical and herbal c) Rs 50-100 d) Rs 100 and above c) Family pack b) No. please specify ________________ b) Pepsodent c) Close up b) Protection c) Odour d) Glister d) Color d) Color e) Dabur e) Composition 3) Rank the following in terms of quality (1 being the lowest and 5 being the highest) 4) What factors you look in while buying the toothpaste? (Tick one or more) 5) What attributes do you think ideal toothpaste should have? (Tick one or more) a) Whitening b) Freshness c) Taste e) All of them f) if other. 1) What do you do to maintain oral hygiene? (Tick one or more) a) Powder a) Colgate e) Close up a) Colgate a) Price b) Gel c) Toothpaste d) Mouthwash b) Pepsodent c) Glister d) Dabur 2) Which is your preferred brand? f) if other.Rs 25 b) Rs 25.

5 according to . for what reasons you go for a mouthwash which you think you don’t find in your toothpaste? (Tick one or more) a) Breath a) Yes your preference. When you’ve finished.3. CHARACTERISTICS OF TOOTHPASTE a) Long lasting freshness b) Whiteness c) Healthy tooth & gums d) Prevention of tooth decay e) Use of natural herbs f) Good foaming g) Good taste NUMBER OF POINTS __________ __________ __________ __________ __________ __________ __________ 100 points 15) Do you buy a different brand of toothpaste especially for your kids? 163 2 3 4 5 b) Freshness c) Sensitivity d) if other.2. The more points that you assign to a characteristic.4. the more important it is. please specify __________ b) No 12) Does your mouthwash is available in the brand of toothpaste you use? 13) Does your toothpaste provide you with the following attributes? Give 1. ATTRIBUTES StronglyAgree Agree NeitherAgreeNorDisagree Disagree StronglyDisagree 1 a) Long lasting freshness b) Whiteness c) Healthy tooth & gums d) Prevention of tooth decay e) Use of natural herbs f) Good foaming g) Good taste 14) Below are seven characteristics of toothpaste. you should not allocate any points to it. Please allocate 100 points among the characteristics in such a way that the allocation represents the importance of each characteristic to you.11) If yes. please double check to make sure that your total adds to 100. If the characteristic is totally unimportant.

a) Always a) Yes a) Yes b) Sometimes c) Never b) No____________________ b) No b) You will give it a closer look c) You don’t care 16) Do all your family members use the same toothpaste? If no. then please give the name? 17) Do you prefer using toothpaste that has some color? 18) When you see toothpaste that is not your usual brand. I prefer toothpaste with a dentist recommendation b) No. 1 brand kya apke toothpaste me namak hai solid Indian daant main nahi. 22) Please match the following brands of toothpaste with their tag lines:a) Colgate active salt b) Close up c) Colgate d) Pepsodent e) Babool f) Dabur lal a) Veg b) Non. I don’t care. mera toothpaste fail ho gaya pass aao pass aao na 19) Do you use the same brand every time or you keep switching to others? 23) Are you a vegetarian or non.vegetarian? 24) Does your food habit affect your toothpaste buying decision? a) Yes.veg subah iski. I use the same brand b) I keep changing my toothpaste brands c) I have not change it in a long time but I might change it if I find some other better 20) How often you visit your dentist? a) 1-2 month b) 2-4 month c) 4-6 month d) 6 months and above 21) Would you prefer a toothpaste brand that is certified by a dental organization or by your own dentist? a) Yes. it does not matter 25) Do you brush in accordance with your food habit? 164 . a) You will probably buy it a) Yes. to din tumhara ho dentist ka sujhaya no. I use one which matches problems associated with my food habit b) No. but has a free toothbrush with it.

3. 50.00.000 d) Rs 5.00.00.50.000 and above THANK YOU FOR YOUR HELP 165 . 000 Qualification a) Not educated Vocation a) Unemployed Name:Contact number:Address:b) Student c) Service d) Business e) Housewife b) 10+2 c) Graduate d) Post Graduate c) Rs 3.000 – Rs 5. I brush more when I have fried food b) No.000 d) 30-40 27) Which income level you belong to? a) Under Rs 1. I always brush once a day irrespective of what I take 26) Which age group you fit best? a) Under 10 e) 40-50 b) 11-20 f) 50-60 c) 20-30 g) Above 60 b) Rs 1.000 – Rs.a) Yes.00. I always brush twice a day c) No.

2003.R. • Rampal. 2001 WEBSITES • • • • • www. New Delhi.asiamarketresearch. 1rt Edition. Wishwa Prakasan. 2003.K.. S. Singapore.com www.com www. M. Pearson Publication Ltd. Eleventh Edition.allbusiness.wikipedia.hll.colgate. Galgotia Publishing Company.com 166 .com www. Marketing Management. Philips.BIBLIOGRAPHY BOOKS • • Kothari. New Delhi. 3rd Edition.L. Kotler. Gupta. Research Methodology. C.com www. Project Report Writing.

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->