SANGHVI INSTITUTE OF MANAGEMENT AND SCIENCE

DEVI AHILYA VISHWAVIDYALAYA, INDORE

Major Research Project

on

CONSUMER BEHAVIOUR TOWARD

COLGATE PALMOLIVE
A Research Project submitted as partial fulfillment for the award of
the Degree of Masters of Business Administration

(2017-19)

GUIDED BY: SUBMITTED BY:

Dr/Prof.: Mr. Avinash Kumar Student’s Name:Anand Mukati

Semester/Section:4thSemester
Enrollment No. :DX1400649
Roll No. :
 CERTIFICATE FROM INTERNAL & EXTERNAL EXAMINER

This is to certify that Anand Mukati of MBA (Full Time) Semester IV in Sanghvi
Institute of Management and Science, Indore has carried out a Major Research
Project titled “Consumer Behavior towards Colgate Palmolive”. The work done
by him is genuine and authentic.

The work carried out by the student was found satisfactory. We wish him all the
success in career.

Internal Examiner External Examiner

 DECLARATION

I, Anand Mukati a student of School of Management, Sanghvi Institute of

Management & Science, Indore, hereby declare that the work done by me to do the
Major Research Project titled ‘Consumer Behavior towards Colgate Palmolive’ is
genuine and authentic.

Signature of the Student

 ACKNOWLEDGEMENT

I sincerely and religiously devote this folio to all the gem of persons who have openly or silently
left an ineradicable mark on this research so that they may be brought into consideration and given
their share of credit, which they genuinely and outstandingly deserve.

This expedition of research encountered many trials, troubles and tortures along the way. I am
essentially indebted to my guide “Dr. /Prof. Avinash Kumar” for this sweating learning
experience.

I express my sincere thanks to Dr. RACHANA DASHORE, Director (SOM), Sanghvi Institute of
Management and Science, Indore for his considerate support whenever and wherever needed.

With profound sense of gratitude, I would like to truthfully thank a recognizable number of
individuals whom I have not mentioned here, but who have visibly or invisibly facilitated in
transforming this research into a success saga.

Above all, I would like to conscientiously thank to almighty God His priceless blessings!

Anand Mukati
Signature of Student Student’s Name
 Table of Content

S.NO. Content Page No.

1 Introduction

2 Review of Literature

3 Rationale of the Study

4 Objectives of Study

5 Research Methodology
5.1The Study
5.2 The Sample Description
5.3 Tools for data collection
5.4 Tools for Data Analysis
6 Results and Analysis

7 Discussion

8 8.1 Conclusions
8.2 Limitations of the Study
8.3 Scope for Further Research
References/ Bibliography

Annexure
 1. INTRODUCTION:
Historical background and growth in the context
Definitions and introduction of the variables used in the study

2. REVIEW OF LITERATURE
To be arranged in chronological order (year wise)

3. RATIONALE OF THE STUDY

Purpose of the research

4. OBJECTIVES OF THE STUDY

Should be in Bulleted form and should not exceed three in numbers

5. RESEARCH METHODOLOGY

 The Study: Nature and type of research like descriptive/ exploratory.

 The Sample Description: Sampling method and sample size.

 The Tools :
 Sources for Data Collection : Primary/ Secondary/both
 Primary: Questionnaire etc.
 Secondary: Books, periodicals, magazines, journals, web, etc.
 Data Collection Period: Period of study
 For Data Analysis :Statistical tools used for analysis
Descriptive Models and steps involved (if any)

6. RESULTS AND ANALYSIS

7. CONCLUSIONS AND FURTHER RESEARCH

REFERENCES/ BIBLIOGRAPHY
  Surname, Author’s Initial. (Year). “Title of Research Paper”. Bookname/article, Journal,
Vol No.(Issue no)/Edition, page no’s.

For Example :
 Dutta, K. and Dutta, A. (2009). “Customers Expectation and Perception Across the Indian
Banking Industry and the Resultant Financial Implications”. Journal of Services
Research,Vol 9; No. 1, pp. 31-49.

 QUESTIONNAIRE

ANNEXURE

1. What is your gender?

Female
Male
2. What is your age?
12-14
15-16
17-18
19-25
more than 25
3. Have you ever used colgate toothpaste?
Yes
No
4. What is your monthly Income?
Rs.5000-15000
Rs.15000-25000
Rs.25000-35000
Rs.35000-45000
5. What is your monthly expenditure?
Rs.2000-4000
Rs.4000-6000
Rs.6000-8000
More than Rs.8000
6. How many time have you purchased Colgate in the last 4 months?
1-2
3-4
5-6
More than 6
7. Which Variety of Colgate toothpaste are you using now?
Colgate Total
Colgate Max Fresh
Colgate Family Pack
Colgate Sensitive
Colgate Active Salt
Not sure
8. Do you care about the flavour of the toothpaste?
Yes
No
9. What influences you the most when buying colgate?
The packaging
The price
The quality and effectiveness of the toothpaste
The size of the toothpaste
It is a familiar brand that you have used before
10. In terms of effectiveness of the toothpaste how satisfied were the last time you used
colgate?
Very satisfied
Satisfied
Dissatisfied
11. Are you planning to buy colgate in the future?
Yes
No
Not sure
12. How frequently do you change your toothpaste brand?
Never
Occasionally
Frequently
13. What offers by others can persuade you to switch your brand?
Lower price for similar features
Better quality at similar price
Better packaging of content
More options in flavours
14. How frequently do you use toothpaste in a day?
One time
Two times
More than two times
15. Through which media were you influenced by advertising in selecting colgate?
I have been influenced by a print advertisement
I have been influenced by a T.V. Advertisement
I have been influenced by a Radio Advertisement
I have been influenced by an outdoor advertisement
Not influenced by media