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 Mean values by segment
Toothpaste is appealing to me
It is important to me that my toothpaste gives me healthy teeth
It fights cavities
Toothpaste is essential for me
It is important to me that my toothpaste prevents cavities
It is important to me that my toothpaste protects my teeth from pain when I eat hot or cold things
It keeps my teeth healthy
It is important to me that my toothpaste is made of natural ingredients only
Toothpaste is valuable to me
Toothpaste is beneficial to me
It is important to me that my toothpaste keeps my children’s teeth healthy
It is important to me that my toothpaste gives me a dazzling smile
It is important to me that my toothpaste keeps my gums healthy
It makes my breath fresh
It has a great flavor and taste
Toothpaste is mundane to me
It takes care of all my oral health problems
It prevents germs from affecting my teeth
It reaches even where a toothbrush cannot reach
It is important to me that my toothpaste makes my teeth whiter
It is important to me that my toothpaste tastes good
It is important to me that my toothpaste is recommended by dentists
It protects my teeth from decay

It keeps mygums healthy

It gives me relief from toothache

It is important to me that my toothpaste has herbal ingredients
It is important to me that my toothpaste gives me confidence to get close to people
It is important to me that my toothpaste has Ayurvedic ingredients
It has natural ingredients
It is important to me that my toothpaste fights germs
It is important to me that my toothpaste protects my teeth from decay
It is important to me that my toothpaste protects me from all oral health problems
It is for people with oral health problems
It is important to me that my toothpaste freshens my breath
It is a brand for my family
It is used by experts
It whitens my teeth
It is a toothpaste I can trust for my children
It is used by celebrities
It is important to me that my toothpaste has gel
It is recommended by dentists
It is an expensive toothpaste
It is not different from any other toothpaste
Toothpaste is of no concern to me
Toothpaste is irrelevant to me
Toothpaste is undesirable to me
Toothpaste is not necessary for me
Toothpaste is unexciting to me
Toothpaste is useless to me
Toothpaste is trivial to me
Toothpaste is boring to me
It gives me a dazzling smile
It gives me the confidence to get close to people
It allows me to feel free and unworried
It makes me feel in control
It allows me to enjoy eating all types of food
It gives me a great start to my day
It makes me feel protected by an expert
The person in the advertisement reminds me of myself
It makes my teeth look healthy
To what extent do thoughts and feelings for your brand come to your mind on their own?
To what extent do you feel emotionally connected to your brand?
To what extent would you be distressed if your brand were discontinued?
To what extent does your brand say something to others about who you are?
To what extent do you think of your brand naturally and instantly ?
To what extent is it difficult to imagine life without your brand?
Freshness Herbal Overall oral care Niche: Problem solving
3.69 3.48 3.45 4.07
3.45 3.51 3.42 4.10
3.57 3.45 3.42 4.00
3.63 3.32 3.45 4.00
3.51 3.35 3.48 4.00
3.38 3.45 3.42 4.10
3.57 3.42 3.42 3.93
3.54 3.51 3.45 3.83
3.63 3.32 3.38 3.90
3.60 3.42 3.32 3.90
3.48 3.35 3.32 4.07
3.48 3.42 3.45 3.87
3.42 3.42 3.38 3.97
3.51 3.45 3.38 3.87
3.54 3.29 3.26 4.10
3.60 3.26 3.26 3.97
3.48 3.29 3.35 3.90
3.45 3.29 3.35 3.90
3.60 3.20 3.26 3.90
3.42 3.29 3.29 3.93
3.42 3.26 3.35 3.83
3.35 3.35 3.35 3.73
3.42 3.26 3.29 3.83

3.38 3.32 3.26 3.80

3.26 3.29 3.38 3.83

3.35 3.35 3.29 3.73
3.23 3.32 3.20 3.87
3.32 3.26 3.23 3.83
3.32 3.32 3.11 3.87
3.32 3.20 3.23 3.83
3.48 3.17 3.26 3.70
3.35 3.17 3.26 3.77
3.14 3.20 3.32 3.90
3.14 3.23 3.29 3.83
3.17 3.26 3.17 3.87
3.42 2.95 3.23 3.83
3.32 3.14 2.98 3.93
3.14 3.11 3.20 3.77
3.29 3.29 3.23 3.33
3.08 3.11 3.11 3.73
3.20 2.86 2.86 3.83
2.48 2.52 2.28 2.80
2.88 2.34 2.76 1.56
2.24 2.37 2.68 2.08
2.28 2.37 2.68 1.96
1.48 1.76 1.64 1.56
1.32 1.76 1.64 1.24
1.24 1.80 1.48 1.32
1.28 1.68 1.56 1.28
1.24 1.56 1.48 1.44
1.32 1.48 1.64 1.24
3.29 3.35 3.32 3.93
3.26 3.29 3.38 3.87
3.26 3.26 3.23 3.97
3.32 3.20 3.26 3.93
3.20 3.32 3.17 3.93
3.29 3.17 3.23 3.90
3.23 3.20 3.20 3.87
3.29 3.08 3.23 3.83
3.17 3.17 3.20 3.87
3.48 3.32 3.38 3.80
3.48 3.26 3.26 3.47
3.26 3.14 3.29 3.37
3.08 3.29 3.17 3.50
3.23 3.24 3.08 3.47
3.26 3.14 3.17 3.20
Total category
3.67
3.62
3.61
3.60
3.59
3.59
3.59
3.58
3.56
3.56
3.56
3.56
3.55
3.55
3.55
3.52
3.51
3.50
3.49
3.48
3.47
3.45
3.45

3.44

3.44
3.43
3.41
3.41
3.41
3.40
3.40
3.39
3.39
3.37
3.37
3.36
3.34
3.31
3.29
3.26
3.19
2.52
2.39
2.34
2.32
1.61
1.49
1.46
1.45
1.43
1.42
3.47
3.45
3.43
3.43
3.41
3.40
3.38
3.36
3.35
3.50
3.37
3.27
3.26
3.23
3.19
 Habits and practices

Frequency of brushing (daily) Once

Twice
Frequency of visits to the dentist Once in six months
Once in a year
Once in two or more years
Never
Did the dentist recommend the toothpaste? Yes
No
Did you change the toothpaste on your dentist’s
Yes
recommendation?
No
Did you have any oral health problems? Yes
No
Did you change to solve any problem? Yes
No

Segment High-involvement consumers

Freshness 28%
Herbal 40%
Overall oral care 32%
Niche: Problem solving 64%
Total category 41%

Cognitive beliefs by segment

Strong cognitive belief
Segment
consumers
Freshness 64%
Herbal 64%
Overall oral care 56%
Niche: Problem solving 92%
Total category 69%

Consumers with strong

cognitive and strong
Segment affective
beliefs
Freshness 44%
Herbal 40%
Overall oral care 32%
Niche: Problem solving 68%
Total 46%

Consumers with low category involvement who have strong cognitive or affective
beliefs towards brand
Freshness 66%
Herbal 46%
Overall 46%
Niche 89%
Total 58%

Cognitive beliefs
Consumers with strong
Leading brand in segment cognitive beliefs in line with
brand’s communication
Closeup (Freshness) 80%
Dabur Red (Herbal) 38%
Colgate Dental Cream 60%
(Overall oral care)
Colgate ActiveSalt (Niche: Problem solving) 100%
 Number of Consumers
Freshness Herbal Overall oral care
20 22 14
5 3 11
5 1 3
1 1 -
1 2 2
17 21 20
2 1 3
6 2 3

2 - 3
- 1 -
3 2 5
21 23 20
2 - 2
1 2 3

Affective beliefs by segment

Segment Strong affective belief
consumers
Freshness 60%
Herbal 44%
Overall oral care 36%
Niche: Problem solving 72%
Total category 53%

Consumers with strong Consumers with weak Consumers with weak

cognitive and weak affective cognitive and strong cognitive and weak
beliefs affective affective
beliefs beliefs
20% 16% 20%
24% 4% 32%
24% 4% 40%
24% 4% 4%
23% 7% 24%
 Affective beliefs
Consumers with strong affective
Leading brand in segment beliefs in line with brand’s
communication
Closeup (Freshness) 60%
Dabur Red (Herbal) 38%
Colgate Dental Cream 20%
(Overall oral care)
Colgate ActiveSalt 92%
(Niche: Problem solving)
mers
Niche: Problem solving Total category
8 64
17 36
4 13
1 3
4 9
16 74
1 7
7 18

1 6
- 1
5 15
20 84
1 5
4 10