Mini Project on

CUSTOMER PREFERENCE AND SATISFACTION LEVEL

TOWARDS COLGATE TOOTHPASTE
In partial fulfillment of the requirement for the award of the degree of Master of
Business Administration

Project Submitted By
SHIVAM AKASH

Under the Guidance of

Dr.Shubhendu S.Shukla
Asst. Professor

SRM BUSINESS SCHOOL, LUCKNOW (666)

(Approved By AICTE ,Ministry of HRD, Govt of India and Affiliated to Dr. A.P.J. Abdul Kalam
Technical University, Lucknow)

NH-24 SITAPUR ROAD, BAKSHI KA TALAB, LUCKNOW

(2023-25)
S. No Content Approx Pages
1. Table of Content
2. Acknowledgement
3. Declaration
4. Certificate by Institute

5. Preface
6. Introduction of Company
7. History of the company
8. Introduction of Product
9. Objective of the project
10.Literature review
11.Research methodology
i. Data Source
ii. SWOT analysis of the product
12.Competitor analysis
13.Advantages of the product
14.Disadvantages of product
15.Limitation of the study/Research
16.Suggestion if any
17.Conclusion
18.Reference
19.Annexure if any (for example– questionnaire)

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 DECLARATION

I here by declare that the Mini Project Report entitled CUSTOMER PREFERENCE

AND SATISFACTION LEVEL TOWARDS COLGATE TOOTHPASTE is

submitted by Shivam Akash in the partial fulfilment of the requirement for the

award of degree of masters of business administration of SRM BUSINESS

SCHOOL,LUCKNOW, is a record of my own work carried under the supervision

and guidance of D r . S h u b h e n d u S . S h u k l a

To the best of my knowledge this project has not been submitted to any other

university or institute for the award of any degree.

Date:

Place:

SHIVAMstAKASH
MBA 1 year

3
 ACKNOWLEDGEMENT

I am thankful to my guide Dr.Shubhendu S.Shukla for overall

guidance and help with full devotion and always supported me
earnestly whenever it was needed.

My friends have been the biggest support for me at every junction

of my life. They manifested their great interest in my Mini Project
Report also and always tried to make things easy for me.

A word of gratitude goes to my family members whose love,

support and understanding have enabled me to complete this
endeavor with ease.

At the end, I thank to Almighty for giving me strength to conduct

this project report.

SHIVAM AKASH
 PREFACE
Introduction to the Study:
Begin by introducing the overall subject matter of your study, which is the assessment of
customer preference and satisfaction with Colgate toothpaste. Briefly explain why this topic
is relevant and interesting.
Background Information:
Provide some background information on Colgate toothpaste, its history, and its significance
in the oral care market. This can help contextualize the study and highlight the importance of
understanding customer preferences and satisfaction.
Rationale for the Study:
Clearly state the reasons behind choosing Colgate toothpaste as the focus of your research.
Discuss any specific factors or trends that prompted the investigation into customer
preferences and satisfaction levels.
Scope and Objectives:
Define the scope of your study by outlining the specific aspects of customer preference and
satisfaction you aim to explore. Clearly state the objectives of your research, indicating what
you hope to achieve and contribute to the existing body of knowledge.
Significance of the Study:
Highlight the importance and potential impact of your research. Explain how the findings
could benefit Colgate-Palmolive Company, the oral care industry, or academia. Emphasize
the practical implications of understanding customer preferences and satisfaction.
Methodology Overview:
Provide a brief overview of the research methods you employed to gather data on customer
preferences and satisfaction. Mention if it involves surveys, interviews, or other research
techniques.
Organization of the Document:
Give a brief outline of how the document is structured. Mention the chapters or sections and
briefly describe the content of each. This helps the reader navigate through the document
more effectively.

5
 INTRODUCTION OF COMPANY
Toothpaste in cylinders is utilized all through world and has been fruitful development,
openings for toothpaste industry in India has been expanded. Oral consideration markets offer
enormous potential as entrance and per capital utilization of oral consideration items is low.
Nonetheless, rising per capital pay and expanding mindfulness is driving interest of oral
consideration items. Customers are begun changing to esteem added toothpaste like gel
mouth washes, teeth brightening items. In rustic territories, purchasers are changing from
toothpowder to toothpaste In Indian culture the latest progressed in toothpaste have included
improvement of brightening toothpaste and toothpaste containing triclosan which gives
additional insurance against gum illness; and so on various brands have distinctive
advertising methodologies. Some spotlights on the taste and flavor quality and some are
centers around the dental consideration. Consumer loyalty alludes to the reaches out to which
client are content with the item and administrations given by the business. Toothpaste is
derived from a variety of components. The three main components are as follows.
1) Abrasives: the abrasives include the insoluble particles are designed to remove the plaque
from the teeth.
2) Fluorides: Fluorides forms are the most popular active ingredients in toothpaste to prevent
cavities.
3) Surfactant: It helps to improving cleansing power.
Colgate-Palmolive Company is a multinational consumer goods company known for its oral
care, personal care, household, and pet nutrition products. Here is a brief introduction to
Colgate as of 2022:
Company Overview:
Colgate-Palmolive was founded in 1806 by William Colgate as a soap and candle business in
New York City. Over the years, the company expanded its product line and global presence.
Today, it is one of the world's largest and most recognized consumer products companies.
Core Business Areas:
Colgate's core business areas include oral care, personal care, home care, and pet nutrition.
The company is particularly renowned for its oral care products, including toothpaste,
toothbrushes, mouthwash, and dental floss. Colgate has a strong global presence, with its
products available in over 200 countries and territories.

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Innovation and Sustainability:
Colgate has a history of innovation in oral care, regularly introducing new products and
technologies to improve oral health. The company has also focused on sustainability
initiatives, aiming to reduce its environmental impact and promote responsible business
practices.
Brand Recognition:
The Colgate brand is one of the most well-known and trusted names in oral care globally.
The company has maintained a strong brand presence through marketing campaigns and a
commitment to quality.
It's important to check the latest sources or Colgate's official communications for the most
up-to-date information on the company's activities in 2023. This may include any new
product launches, sustainability initiatives, or other developments.
Colgate-Palmolive Company, American diversified company that manufactures and
distributes household and commercial cleaning products, dental and other personal-care
products, and pet foods in the United States and in more than 200 other countries and
territories worldwide. Headquarters are in New York City.
Colgate-Palmolive’s history traces back to the early 19th century when William Colgate, a
soap and candle maker, began selling his wares in New York City under the name William
Colgate & Company. After his death in 1857, the company was run by his son, Samuel
Colgate, under the new name Colgate & Company. In 1890 Madison University in Hamilton,
N.Y., was renamed Colgate University in recognition of the Colgate family’s longtime
financial support. The current corporate name was adopted in 1953.
Colgate & Company sold the first toothpaste in a tube, Colgate’s Ribbon Dental Cream, in
1896. In 1928 the firm was bought by Palmolive-Peet Company, whose founder, B.J.
Johnson, had developed the formula for Palmolive soap in 1898. At the turn of the 20th
century, Palmolive—which contained both palm and olive oils—was the world’s best-selling
soap.
In 1955 Colgate-Palmolive lost its number-one ranking in the toothpaste market when the
rival consumer-goods manufacturer Procter & Gamble Co. began selling Crest, the first
toothpaste with fluoride. Colgate-Palmolive added MFP fluoride (sodium
monofluorophosphate), an enamel strengthener and cavity reducer, to its toothpaste in 1968.
Colgate Total, a line of toothpaste designed to protect against a number of conditions
including gingivitis, was introduced in Europe in 1992 and in the United States in 1997.

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In addition to toothpaste, Colgate-Palmolive manufactured a number of successful personal-
care and household products in the United States and other countries, including Palmolive
dishwashing liquid and Irish Spring bar soap. The firm’s acquisition of a variety of
companies from the 1960s onward enabled it to expand both its market share and its product
lines in the United States, Latin America, Europe, and East Asia. In 1976 Colgate-Palmolive
acquired Hill’s Pet Nutrition, a worldwide leader in veterinary and pet-nutrition products, and
in 1987 it purchased Softsoap liquid soap. From the 1990s Colgate-Palmolive was a major
producer of all-purpose cleaners, wipes, and sprays.
After years of criticism and boycotts by animal-rights groups, Colgate-Palmolive established
a moratorium on animal testing for its adult personal-care products in 1999. Major product
categories remain toothpastes and mouthwashes, toothbrushes, deodorants, bar soaps and
liquid soaps, dish soaps and dishwasher detergents, floor- and surface-cleaning products, and
pet food.
Colgate-Palmolive (India) Limited is a subsidiary of Colgate-Palmolive, USA. The Company
is Indias leading provider of scientifically proven oral care products. The range includes
toothpastes, toothpowder, toothbrushes and mouthwashes under the Colgate brand, as well as
a specialized range of dental therapies under the banner of Colgate Oral Pharmaceuticals. The
Company is engaged in manufacturing/ trading of toothpaste, tooth powder, toothbrush,
mouthwash and personal care products. It also provides a range of personal care products
under the Palmolive brand name. Colgate-Palmolive (India) Limited was incorporated on
September 23, 1937. In the year 1983, the company introduced their successful product
Colgate Plus toothbrush in the market. In the year 1988, CPIL received a licence for
producing 24,000 tonnes per annum of fatty acids. They also registered with DGTD for
production of 30,000 tonnes of toilet soap per annum. In June 1988, the company established
a wholly owned subsidiary at Hetanda in Nepal to manufacture the toothpaste and tooth
powder initially. In the year 1991, the company launched new Colgate Gel Toothpaste,
Palmolive Extra Care and new Palmolive soap. They also re-launched a high quality Colgate
Plus and other toothbrushes. In the year 1994, the company acquired the oral hygiene
business of Hindustan Ciba-Geigy Ltd.In the year 1996, the company introduced the Colgate
fresh stripe toothpaste and Palmolive naturals soap in personal care products segments,
Keratin Treatment Shampoo and Palmolive optima in Hair care segment. Also, they
established a modern facility at Aurangabad to manufacture Dicalcium phosphate, a key
ingredient for toothpaste. In the year 1998, the company launched Colgate Double Protection
toothpaste for the entire family. They launched the ad campaign for their new product
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Colgate Double Protection toothpaste in competition with rival brand Pepsodent from the
Hindustan Lever stable.In the year 1999, the company launched three new products, such as
Colgate Double Protection, Colgate Total and Colgate Sensation. They started a new research
and development centre, a manufacturing facility in Nepal. Also, they completed a dicalcium
phosphate facility in Aurangabad. In the year 2000, the company introduced two new variants
to their Palmolive Naturals soap range and revitalised their sandalwood soap. Also, they
launched two new variants in their Palmolive Naturals range of beauty soap lime and milk
cream. The company re-launched their Colgate Gel as Colgate Fresh Energy Gel. During the
year, the company entered into a strategic tie-up with Calcutta-based First-net Solutions Ltd
for joint sales promotion of Colgate Fresh Energy Gel toothpaste on the Web portal called
www.yantram.com. They made a foray into a new category of herbal care with the launch of
Colgate Herbal touted to be a vehicle for increasing the companys rural market penetration
over a period of time.During the year 2000-01, the company launched Colgate Herbal
Toothpaste, Economy Toothpaste, Colgate Zig Zag Toothbrush, Colgate Navigator
Toothbrush and Transparent Skin Care Soap in the year market. They came out with a mega
promotion, Colgate ke andar kya hai, which was one of the key drivers in strengthening the
consumer bond with the Companys oral care and personal care brands. During the year 2001-
02, the company re-launched Colgate Fresh Energy Gel with a refreshing falvour in a unique
first-of-its king transparent tube and economy toothpaste. During the year 2002-03, the
company re-launched their flagship brand, Colgate Dental Cream. Also, they re-launched
their premium toothpaste, Colgate Total, in a green and white striped paste format. They
launched Colgate Navigator Plus toothbrush to deliver excellent cleaning with a high degree
of comfort and control. Also, they re-launched Colgate Super Flexible with the consumer
promise of 3-way action for a comfortable clean. During the year, the company divested their
entire shareholding in Camelot Investments Company Ltd (Camelot), a wholly owned
subsidiary of the company.During the year 2003-04, the company launched Colgate Herbal
White striped toothpaste with lemon extracts, eucalyptus and mint. They launched Colgate
Navigator Plus Toothbrush in the market. During the year 2004-05, the company established
a state-of-the-art additional toothpaste manufacturing facility at Baddi, Himachal Pradesh to
meet the growing market demand. The first phase of the facility became operational in April,
2005During the year 2005-06, the company established Oral Care Category Innovation
Centre works closely with the Technology Centres in India and U.S.A. to shape ideas into
products that meet todays consumer needs. They launched Colgate Advanced Whitening,
Colgate Active Salt, Colgate MaxFresh Gel and Colgate Super Flexible Toothbrush with
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Unique Tongue Cleaning Feature. During the year 2006-07, Sewri manufacturing facility
discontinued its operations with effect from September 27, 2006.During the year 2007-08, the
company acquired 75% shareholdings in three companies, namely, Advanced Oral Care
Products Pvt Ltd, Professional Oral Care Products Pvt Ltd and SS Oral Hygiene Products Pvt
Ltd and thus they became subsidiaries of the company with effect from November 1, 2007. In
April 2008, the company acquired 75% shareholding in CC Health Care Products Pvt Ltd at
Hyderabad for a total consideration of Rs 1,93.83 lakh. Thus, the company became a
subsidiary company. During the year 2008-09, the company acquired the remaining 25%
shareholding in SS Oral Hygiene Products Pvt Ltd at a total consideration of Rs 77.70 lakh.
Also, as per the scheme of amalgamation, SS Oral Hygiene Products Pvt Ltd was
amalgamated with the company with effect from March 26, 2009. During the year 2009-10,
the company acquired the remaining 25% shareholdings in Professional Oral Care Products
Pvt Ltd and CC Health Care Products Pvt Ltd at a total consideration of Rs 2.40 crore and Rs
69.07 lakh respectively. Also, as per the scheme of amalgamation, Professional Oral Care
Products Pvt Ltd and CC Health Care Products Pvt Ltd were amalgamated with the company
with effect from April 1, 2009. In June 2011, Essel Propack Ltd signed a long-term
agreement with the company to set up a plant in Goa at an investment of Rs 400 million. On
30 September 2011, Colgate-Palmolive (India) announced that the manufacturing operations
at its Hyderabad factory have been discontinued effective 29 September 2011 after the
workmen of the factory accepted the compensation packaged offered under the Voluntary
Retirement Scheme.On 14 January 2013, Colgate-Palmolive (India) announced its entry in
the gum care segment with the launch of Colgate Total Pro Gum Health toothpaste.The
Board of Directors of Colgate-Palmolive (India) at its meeting held on 25 March 2013
agreed, subject to the approval of the shareholders, to sell and transfer, the whole of the
companys division viz. Global Shared Services Organisation (GSSO) including all
employees, assets, liabilities, etc. to Colgate Global Business Services Private Limited, a
wholly owned subsidiary of its ultimate holding company, Colgate-Palmolive Company,
U.S.A., effective 1 June 2013 by way of a slump sale for a total consideration of Rs 59.89
crore. On 21 August 2013, Colgate-Palmolive (India) announced the launch of Colgate
SlimSoft - a toothbrush with super slim and ultra-soft tapered bristles.On 22 May 2014,
Colgate-Palmolive (India) announced that the commercial production of toothpaste has
commenced on 21 May 2014 at the companys new manufacturing facility at Sanand, Gujarat.
In the initial stage, the company intends to manufacture 15,000 MTs toothpaste from this
manufacturing facility. On 28 May 2014, Colgate-Palmolive (India) announced the launch of
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a toothpaste with first of its kind technology - Colgate Maximum Cavity Protection Plus
Sugar Acid Neutralizer.On 23 June 2014, Colgate-Palmolive (India) announced that the
Colgate brand was once again ranked the No.1 Most Chosen Consumer Brand in India in the
2014 Brand Footprint report by consumer knowledge and insights firm, Kantar
Worldpanel.On 4 August 2014, Colgate-Palmolive (India) announced the launch of Colgate
SlimSoft Charcoal - Indias first toothbrush with super slim tip bristles infused with Charcoal.
This revolutionary toothbrush technology is based on the key Indian insight of the traditional
oral care benefits of Charcoal.On 2 March 2015, Colgate-Palmolive (India) Limited
announced the launch of Colgate Sensitive Pro-Relief (CSPR) Enamel Repair - a
scientifically advanced technology that provides long-term relief from the problem of tooth
sensitivity. The toothpaste repairs sensitive teeth by rebuilding worn-off enamel - the
outermost layer of teeth - offering lasting protection from sensitivity.On 30 March 2015,
Colgate-Palmolive (India) announced that commercial production of toothbrush at its new
manufacturing facility at Sricity, in Chittor District in Andhra Pradesh will commence on 1
April 2015. The unit will have an installed capacity to produce 220 million pieces of
toothbrushes by the end of the year.On 6 May 2015, Colgate-Palmolive (India) announced
that the toothpowder manufacturing operations at Aurangabad factory have been discontinued
with effect from 5 May 2015 after the workmen of the factory accepted the compensation
packaged offered under the Voluntary Retirement Scheme.On September 28, 2015, the
Company allotted 13,59,92,817 bonus equity shares of Re 1/- each fully paid-up to the
existing shareholders as on the record date.On 16 February 2016, Colgate-Palmolive (India)
announced the launch of innovative new product Pain Out for express relief from Tooth pain.
Pain Out is the First aid solution which can offer temporary relief from Tooth pain. On 21
June 2016, Colgate-Palmolive (India) announced the launch of a natural product based
toothpaste to provide protection against sensitivity - Colgate Sensitive Clove. On 22 August
2016, Colgate Palmolive (India) announced the launch of a new electrifying blue gel
toothpaste called Colgate Maxfresh PowerFreeze - an intense minty variant packed with icy,
cooling crystals. On 6 October 2016, Company signed a Memorandum of Understanding
(MoU) for the sale/transfer of industrial land and building located at Waluj, MIDC
Aurangabad on as is basis. In F.Y. 2017-18, Company launched Colgate Swarna Vedshakti in
the Naturals category. In the freshness segment, it re-launched Colgate MaxFresh with
Cooling Crystals powered that provides more intense cooling and a super fresh experience. It
launched Colgate Neo, an aesthetically designed toothbrush with 3,626 high density
bristles.In FY 2018-19, Company launched Colgate Strong Teeth, Colgate Total with a new
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Advanced Formula that provides superior protection for problem causing germs not just for
teeth but also for tongue, cheeks and gums. It launched another themed toothpaste, New
Motu Patlu with Fun & Fruity flavours for children. It launched Palmolive Facial Bar in
selected markets of Kerala and Delhi, in 3 exciting variants, Vitamin C & E, Turmeric &
Tamarind and Charcoal.In FY 2019-20, the Company launched Colgate Strong Teeth with
new amino shakti, Colgate Zig Zag Neem toothbrush, Colgate Super Flexi toothbrush, the
Virat Signature Series, Colgate Proclinical 150 with 2 variants, Deep clean & Charcoal,
Colgate Charcoal Clean toothpaste, Colgate Kids Zero Toothpaste, Palmolive Luminous Oils
Shower Gel with botanical oils and natural extracts and Palmolive Luminous Oils
Shampoo.In year 2020-21, the Company launched Colgate Vedshakti, which became the first
Oral Care brand that educated consumers about the connection between Oral Health &
Overall Health. The flagship naturals brand strengthened its position as the Ayurvedic Oral
Care expert with two new launches, Vedshakti Mouth Protect Spray & Vedshakti Oil Pulling.
It launched Indias No. 1 selling toothbrushbrand, Super Flexi, the first ever Salt toothbrush,
with Salt infused slim tip bristles to provide superior cleaning. It launched Colgate Magik,
which make brushing an exciting and interactive learning experience and to help kids develop
right oral care habits. It launched Colgates first ever Toothpaste for Diabetics, to keep their
gums healthy, thus helping them manage oral care as part of theirdiabetes management. It
launched Colgate Visible White Instant, a toothpaste which promises an instant teeth
whitening benefit to consumers. Palmolive Liquid Handwash variants of Sea Minerals and
Orchid Milk were re-launched in an innovative 150ml day packwith a spout in September20.
It relaunched Colgate Zig Zag, with new anti-bacterial bristles. Additionally, it also launched
a series of new natural brushes like Zig Zag Turmeric. During the year 2021-22, Company
launched a specialized toothpaste, Colgate Gum Expert in December, 2021 which provides
relief from gum bleeding & reverses the early signs of gum infection by harnessing the power
of turmeric extracts (curcuminoids). In March 2022, it launched a new toothpaste Colgate
Visible White O2 with Active Oxygen Technology. It relaunched Colgate Vedshakti, the
brand with a reformulated product, fresh packaging and a new communication. in the
Ayurvedic Naturals segment. In May 2022, Companys largest single brand, Colgate Strong
Teeth toothpaste has been relaunched with fresh packaging. It introduced 250R
Rechargeable, Electric Toothbrushes in 3 variants - Deep Clean, Charcoal and Whitening. It
launched a new line of premium, naturalFace Cleansing Foams, Gels, Masques and Scrubs
under the Palmolive brand.In the Financial Year 2022-23, the Company introduced product
line, Super Flexi Toothbrush; KEEP Toothbrush; Colgate Max-Fresh Charcoal Toothpaste,
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Visible White O2 Toothpaste; re-introduced Colgate Active Salt Toothpaste; Colgate
PerioGard Toothpast; Baby Toothbrush and Teether.

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 HISTORY OF THE COMPANY
Colgate-Palmolive, the company behind Colgate toothpaste, has a long and storied history
that dates back to the early 19th century. Here is a brief overview of the history of Colgate:
Founding Years:
1806: William Colgate started a soap and candle business in New York City.
1837: The first Colgate toothpaste was introduced in jars. It was sold in a powder form.
Company Expansion:
1873: Colgate introduced the first toothpaste in a collapsible tube, similar to the tubes used
today.
1896: The company was incorporated as "Colgate & Company."
Family Involvement:
The Colgate family played a significant role in the early development of the company. After
William Colgate's death, his son Samuel Colgate took over the leadership.
International Growth:
Colgate expanded its operations globally, establishing subsidiaries in various countries. The
brand became synonymous with oral care around the world.
Product Innovations:
Colgate continued to innovate in the oral care industry. In 1947, they introduced the first
toothpaste containing fluoride, an important development for dental health.
Merger with Palmolive-Peet:
1928: Colgate merged with Palmolive-Peet to become Colgate-Palmolive-Peet Company.
The name was later simplified to Colgate-Palmolive Company.
Post-War Period:
After World War II, Colgate-Palmolive experienced substantial growth and continued to
diversify its product range beyond oral care into personal care and household products.
Modern Era:
Colgate-Palmolive is a global consumer goods company with a wide range of products under
various brands. Colgate remains a leading brand in oral care, known for its toothpaste,
toothbrushes, and mouthwash.
Sustainability Initiatives:
In recent years, like many companies, Colgate-Palmolive has placed increased emphasis on
sustainability. The company has implemented various initiatives to reduce its environmental
impact and promote responsible business practices.

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History of Toothbrushes
Toothbrushing tools date back to 3500-3000 BC when the Babylonians and the Egyptians
made a brush by fraying the end of a twig. Tombs of the ancient Egyptians have been found
containing tooth sticks alongside their owners. Around 1600BC, the Chinese developed
"chewing sticks" which were made from aromatic tree twigs to freshen breath.
The Chinese are believed to have invented the first natural bristle toothbrush made from the
bristles from pigs' necks in the 15th century, with the bristles attached to a bone or bamboo
handle. When it was brought from China to Europe, this design was adapted and often used
softer horsehairs which many Europeans preferred. Other designs in Europe used feathers.
The first toothbrush of a more modern design was made by William Addis in England around
1780 – the handle was carved from cattle bone and the brush portion was still made from
swine bristles. In 1844, the first 3-row bristle brush was designed.
Natural bristles were the only source of bristles until DuPont invented nylon. The invention
of nylon started the development of the truly modern toothbrush in 1938, and by the 1950s
softer nylon bristles were being made, as people preferred these. The first electric toothbrush
was made in 1939 and the first electric toothbrush in the US was the Broxodent in 1960.
Today, both manual and electric toothbrushes come in many shapes and sizes and are
typically made of plastic moulded handles and nylon bristles. The most recent toothbrush
models include handles that are straight, angled, curved, and contoured with grips and soft
rubber areas to make them easier to hold and use. Toothbrush bristles are usually synthetic
and range from very soft to soft in texture, although harder bristle versions are available.
Toothbrush heads range from very small for young children to larger sizes for older children
and adults and come in a variety of shapes such as rectangular, oblong, oval and almost
round.
The basic fundamentals have not changed since the times of the Egyptians and Babylonians –
a handle to grip, and a bristle-like feature with which to clean the teeth. Over its long history,
the toothbrush has evolved to become a scientifically designed tool using modern ergonomic
designs and safe and hygienic materials that benefit us all.

15
History of Toothpastes
Egyptians are believed to have started using a paste to clean their teeth around 5000BC,
before toothbrushes were invented. Ancient Greeks and Romans are known to have used
toothpastes, and people in China and India first used toothpaste around 500BC.
Ancient toothpastes were used to treat some of the same concerns that we have today –
keeping teeth and gums clean, whitening teeth and freshening breath. The ingredients of
ancient toothpastes were however very different and varied. Ingredients used included a
powder of ox hooves' ashes and burnt eggshells, that was combined with pumice. The Greeks
and Romans favoured more abrasiveness and their toothpaste ingredients included crushed
bones and oyster shells. The Romans added more flavouring to help with bad breath, as well
as powdered charcoal and bark. The Chinese used a wide variety of substances in toothpastes
over time that have included ginseng, herbal mints and salt.
The development of toothpastes in more modern times started in the 1800s. Early versions
contained soap and in the 1850s chalk was included. Betel nut was included in toothpaste in
England in the 1800s, and in the 1860s a home encyclopaedia described a home-made
toothpaste that used ground charcoal.
Prior to the 1850s, ' toothpastes ' were usually powders. During the 1850s, a new toothpaste
in a jar called a Crème Dentifrice was developed and in 1873 Colgate started the mass
production of toothpaste in jars. Colgate introduced its toothpaste in a tube similar to modern-
day toothpaste tubes in the 1890s.
Until after 1945, toothpastes contained soap. After that time, soap was replaced by other
ingredients to make the paste into a smooth paste or emulsion - such as sodium lauryl
sulphate, a common ingredient in present-day toothpaste.
In the second half of the twentieth century modern toothpastes were developed to help
prevent or treat specific diseases and conditions such as tooth sensitivity. Fluoride toothpastes
to help prevent decay were introduced in 1914. Toothpastes with very low abrasiveness were
also developed and helped prevent the problems caused by overzealous brushing.
Toothpastes today typically contain fluoride, colouring, flavouring, sweetener, as well as
ingredients that make the toothpaste a smooth paste, foam and stay moist. Toothpaste in tubes
is used throughout the world and has been a very successful invention.

16
 INTRODUCTION OF PRODUCT

To obtain the most current and accurate information on customer preferences and satisfaction
towards Colgate toothpaste, you may want to refer to recent market research reports,
consumer surveys, and reviews. Companies often conduct their own market research, and
independent organizations may also publish studies on consumer preferences in the oral care
industry.
Additionally, online platforms, review websites, and social media can be valuable sources for
understanding customer sentiments and experiences with Colgate toothpaste. Reading
customer reviews and feedback on e-commerce websites or social media platforms can
provide insights into the satisfaction levels and preferences of actual users.

Colgate is a well-known and globally recognized brand in the oral care industry, offering a
wide range of dental and personal care products. The company, officially known as Colgate-
Palmolive Company, was founded in 1806 by William Colgate in New York City. Colgate
has since become a household name, synonymous with toothpaste and oral hygiene.
Key Products:
Toothpaste: Colgate is perhaps best known for its toothpaste products, catering to various
dental needs. They offer a diverse range of toothpaste formulations, including those for
whitening, sensitive teeth, and cavity protection.
Toothbrushes: Colgate manufactures a variety of toothbrushes designed for different age
groups and oral care requirements. Their toothbrushes often feature advanced bristle
technology and ergonomic designs.
Mouthwash: Colgate produces mouthwashes that aim to provide fresh breath, kill germs, and
promote overall oral health. These products may target issues such as plaque and gingivitis.
Dental Floss and Interdental Products: Colgate offers dental floss and interdental brushes to
help users clean between teeth and maintain optimal oral hygiene.
Children's Oral Care: Colgate has a range of oral care products specially formulated for
children, including toothpaste with fun flavors and characters to encourage good oral hygiene
habits from a young age.
Specialty Oral Care Products: Colgate also produces specialty oral care products, such as
those designed for teeth whitening, enamel restoration, and other specific dental concerns.

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Innovation and Sustainability:
Colgate has been committed to innovation and sustainability. The company continuously
works on developing new formulations, improving existing products, and incorporating eco-
friendly practices into its manufacturing processes.
Global Reach:
Colgate's products are available in numerous countries worldwide, making it a leading brand
in the oral care industry. The company's commitment to promoting oral health extends
beyond product sales, as it also engages in educational initiatives to raise awareness about
proper oral hygiene practices.
Over the years, Colgate has built a strong reputation for quality oral care products, and its
brand name is often associated with trust and reliability in the realm of dental hygiene.
Various Brands of Toothpaste are:

18
 OBJECTIVE OF THE PROJECT

1. Product Innovation: Developing new and innovative oral care products to meet
evolving consumer needs and preferences.
2. Market Expansion: Expanding market presence in existing regions or entering new
markets to increase sales and market share.
3. Sustainability: Implementing environmentally sustainable practices in
manufacturing, packaging, and distribution to align with corporate social
responsibility goals.
4. Cost Optimization: Improving operational efficiency and reducing costs in various
aspects of the supply chain to enhance profitability.
5. Brand Promotion: Enhancing brand visibility and engagement through marketing
campaigns, social media, and other promotional activities.
6. Research and Development: Investing in research and development to stay ahead in
technology, formulations, and scientific advancements related to oral care.
7. Quality Improvement: Ensuring high product quality and customer satisfaction
through continuous improvement processes.
8. Market Research: Conducting market research to understand consumer trends,
preferences, and competitors to make informed business decisions.
9. Regulatory Compliance: Ensuring that products comply with relevant regulations
and standards in different markets.
10. Employee Training and Development: Investing in the training and development of
employees to enhance skills and knowledge, fostering a culture of innovation and
excellence.
Objectives of Paper
1) To study the increasing demand for natural and herbal products
2) To understand companies counter strategies by launching the herbal products in addition to
existing
product line.
3) To find the preference and satisfaction of Colgate herbal tooth paste by consumers.
4) To analyze on impact of market share of Colgate on before and after introduction of herbal
tooth- paste
in the oral care market of India.

19
 LITERATURE REVIEW
1) Buying behavior of Toothpaste in Urban India: A Study on Pune city Dr. Vinit Dani
(May 2013) Toothpaste industry is a major market in India. Toothpaste from a significant
thing in the month to month shopping for food of the vast majority of the metropolitan
families. In prior occasions, buyers particularly in India depended on utilizing the customary
substances like Neem twig or Mishri for keeping their teeth spotless and sound. However,
gradually global brands began supplanting the more seasoned strategies for keeping up oral
cleanliness. Prior purchasers were careless of their oral cleanliness and even didn't want to
see a dental specialist for their oral medical condition. The pattern is changing and now
daily's dental guidance is additionally thought of and significant factor while settling on a buy
choice of the toothpaste brands.
2) Title: A Study On Customer Satisfaction Towards Colgate Toothpaste With Reference To
Omalur Town By- M . Saranya : An investigation on consumer loyalty towards toothpaste
with extraordinary reference to Colgate. The primary object of to recognize the different
variables Impacting client in acquisition of the toothpaste, to realize the clients gathered from
100 example of respondents. Information was gathered by overview technique; the review
was gathered Omalur town in Salem through organized poll with five-point rating scale
questions. Optional information is gathered from the accessible writing sources.
3) Toothpaste Brands: A study of consumer behavior in Bangalore city (Dec 2010) By- G.
Vani, Today the achievement of any firm relies on the fulfillment of shoppers. For fulfilling
the customers, the firm should think about the conduct of the buyers. In these conditions
understanding buyer is an extremely troublesome undertaking in view of the evolving
innovation, advancement and changes in way of life. Scientists directed many examinations
here, and they give just barely any proposal
4) Comparative Evaluation Of Experimental Toothpaste Formulation And Three Popular
Commercial Toothpastes :7, April, 2015) By- Satish Kumar: In this investigation, business
toothpaste, for example, Colgate, close up and pepsodent have been utilized and furthermore
can be assessment reads were performed for their quality. All the advertised toothpaste and
trial toothpaste which had been assessed the agreed with the standard determined by the
Bureau of Indian Standards.
5) A Survey on the various factors that influence a customer’s choice of toothpaste in
mogappair population.

20
11, March, 2019)By- Dr. Uma Sudhakar: The client’s choice of toothpaste may appear to be a
light theme to be examined. This overview examines the variables that impact the client's
decision just as the most well-known brand liked among different age gatherings. This data
can help comprehend the kind of oral cleanliness techniques that patients feel good to
approach and utilize it can likewise comprehend the information level of patients with respect
to dental cleanliness.
6) A Study on Brand Preference of toothpaste among different age groups of consumers in
Udumalpet Town By- R. Ganapathi: The shoppers now days are very mindful of the
distinctive attributes among the various brands of specific products. It is incredibly uncovered
that Indian toothpaste businesses are being divided not just based on costs and advantages,
yet in addition it is portrayed by heterogeneity in purchaser’s responses to the promoting
blend in to more homogeneous submarkets.
7) Marketing Research on Toothpaste (6, June 2017) By- Ms. Harshleen Kaur Sethi: Various
item dispatches in the oral consideration market when all is said in done, are development of
perceived brands. Advertisers understand that there is more interest for item that give
brightening and smell battling benefits. Taking advantages of perceived brand names is one
technique through which oral consideration advertisers can carry creative and novel items
into the market. The venture spins around the broad use of showcasing research strategy to
comprehend the utilization, demeanor and inclination of Indian shoppers towards toothpaste
● Ganesh (2019) In his article titled Customer preference and satisfaction level towards
Colgate toothpaste. The author analyzed that the
consumers' perception towards +brand loyalty of the FMCG product is awareness,
knowledge, attitude of the brand, risk aversion to change the

brand, satisfaction and brand trust of the consumers, variables namely brand, image, product
quality, product knowledge ,product involvement,

products attributes and brand loyalty of consumers.

●Thompson Elaine (2015) Colgate herbals is one of the best herbal brand available in India.
It is a well-known brand that sells quality products at

affordable prices. It is favourite part of morning ritual. Skin feels so lovable and the smell is
perfect for liven up mood.

● Vibhuti, et.al (2019) In their article titled " Customer preference and satisfaction level
towards Colgate toothpaste.

plays an important role in marketing of fast- moving consumer goods. The authors
highlighted that the present era of globalization needs and wants

21
 RESEARCH METHODOLOGY

1) Primary Data :-

It refers to Data that is collected a fresh and recorded for the first time.

The primary data is collected using questionnaires from students,

businessman, employee, and housewife.

But this project is totally based on Secondary Data as provided below:-

2) Secondary data :-

I don't have real-time access to databases or specific sources, including the

latest customer preferences and satisfaction levels towards Colgate toothpaste.
However, I can provide you with general guidance on where you might find
such secondary data.

Market Research Reports: Look for market research reports from reputable
agencies such as Nielsen, Mintel, or Euromonitor. These reports often include
information on consumer preferences and satisfaction levels for various
products, including toothpaste.

Company Annual Reports: Colgate-Palmolive, the company that produces

Colgate toothpaste, may include relevant data in its annual reports. These
reports typically cover financial performance but may also touch upon
consumer satisfaction and market trends.

Industry Publications: Explore industry-specific publications related to oral

care or consumer goods. Journals, magazines, or websites focused on these
industries may contain articles or surveys providing insights into customer
preferences and satisfaction.

Consumer Surveys: Organizations like Consumer Reports or other market

research companies conduct surveys on consumer satisfaction. These results can

22
be valuable for understanding how customers perceive and rate Colgate
toothpaste.

Academic Research: Scholarly articles and academic research may also offer
insights into consumer behavior and preferences regarding oral care products.
Databases like PubMed or academic journals related to marketing and consumer
behavior can be good sources.

Social Media Monitoring: Monitor social media platforms for discussions,

reviews, and sentiments regarding Colgate toothpaste. Platforms like Twitter,
Facebook, or specialized forums may provide a more real-time view of
consumer opinions.

Remember to critically evaluate the reliability and credibility of the sources you
consult. Additionally, if you need the most up-to-date information, consider
conducting primary research such as surveys or interviews to gather current
customer preferences and satisfaction levels.

 The secondary data are those which are already published.

 These data is collected from journals, website, previous ,research paper
etc.

23
 DATA SOURCE
The survey is conducted in islampur city. 200 responses are collected from student,
employee, housewife, and businessman.

1. Age –

Interpretation: From the above graph & table it is observed that 5.5% of respondents are
from the age group of below 20 years age group. While 67% of respondents are from the
age group of 20- 30 years age group. While 17.5% of respondents are from the age group
of 30-40 years age group. While 7.5% of respondents are from the age group of 40-50
years age group. While 2.5% of respondents are from the age group of more than 50 years
age group. Suggestion, the age group of more than 50 years are old age need to aware
about the various brands of toothpaste .so the company needs a more marketing of their
product.
24
2. Gender –

Interpretation: From the above graph and table, it is observed that 57.5% of the
respondents are male. While 45.5% of the respondents are female. So researcher observe
that majority of the respondents are male.

25
3. Education Details –

Interpretation:
From the above graph and table, it is observed that 79.5% respondents are graduates
while 14% respondents are 12th pass out and the 6% of respondents are post graduate.
Hence researcher observer that majority of the respondent’s qualification is graduates.

26
4. Occupation –

Interpretation:
From the above table and graph it is observed that 45.5% respondents are students.
While 31% respondents are employee. While 15% respondents are housewife’s.
While 7% respondents are business man and the 1.5% respondents are farmers.
Suggestion, company needs the more marketing in rural areas because the less no of
farmers are respondents for this survey.

27
5. Annual Income:

Interpretation: From the above graph and chart, it is observed that 54.5% respondent’s
annual income level is between 3,00,000 to 5,00,000. While 26.5% respondents annual
income level is more than 5,00,000. While 17% respondents annual income level in
between 1,00,000 to 2,00,000 and the 4% respondents annual income is below 1,00,000.
So, the majority of respondent’s annual income level is 3 lakh to 5 lakh. Suggestion –
company should focus on low income group.

6. Toothpaste Brand:

Interpretation: From the above graph & table it is observed that 65.3% respondents are used
Colgate toothpaste. While 11.1% respondents are used Patanjali toothpaste and the 11.1%
respondents are used dabur red toothpaste and the 8% respondents are used close up
toothpaste. While 4.5% respondents are using pepsodent toothpaste. Suggestion, the Colgate
company needs to advertise or marketing their toothpaste to increase the respondents.

28
 7. Frequency of purchasing toothpaste in a month:

Interpretation: From the above graph and table it is observed that 60% of respondents
purchase the toothpaste in one time in a month. While 27.5% of respondents purchase the
toothpaste in 2 times in month and the 12.5% respondents are purchase the Colgate
toothpaste in three time in a month.

8. Attribute is preferable for selecting the toothpaste:

Interpretation: From the above graph and table, it is observed that 39.5% respondents prefer
the attribute healthy tooth and gums and the 31.5% respondents prefer the whiteness. While
the 24.5% respondents are go with the long-lasting freshness and the 4.5% respondents go
with the natural hubs. So majority of respondents prefer the healthy tooth and gums.

29
 9. Whose advice take when buying toothpaste:

Interpretation: From the above graph and table it is observed that 39.5% respondents are
take the dentist advice while buying the toothpaste and the 36.5% respondents are take the
advice from the family members. While 19.5% respondents buy the toothpaste in own choice
and the 4.5 % respondents go with the shopkeeper advice.

10. Reason to switch another brand:

Interpretation: From the above graph and table, it is observed that 20.5% respondents
switch their brand because of impact of packaging and the 22% respondents switch their
brand because of the particular brand. While 30% respondents switch the brand because of
advertisement impact and 11.5% respondents switch the brand because of the raising the
price of current brand and the 16% respondents try a new brand. So, the researcher observed
that majority of respondents switch their brand because of advertisement impact. Suggestion,
so they can work on the advertisement so the customer tries the Colgate toothpaste.

30
11. Promotion tool used to buy a toothpaste:

Interpretation: From the above graph and table it is observed that 26.5%
respondents are used the celebrity promotion tool when buying the toothpaste and the
68.5% respondents are go with the advertisement promotion tool when buying the
toothpaste. While the 5% respondents go with the banner promotion tool. So, the
researcher observed that majority of respondents prefer the advertisement promotion
tool when purchasing the toothpaste. Suggestion, Colgate Toothpaste Company works
more on the advertisement impact so the customer buys their toothpaste.

12. Buying mode:

Interpretation: From the above table and graph it is observed that 45% respondents are
purchase the toothpaste in online mode and the 55% respondents are purchase the
toothpaste in offline mode. So the majority of respondents buy the toothpaste in offline
mode. Suggestion, company needs to wear the customer regarding the online buying the
toothpaste.

31
13. Satisfied with toothpaste brand:

Interpretation: From the above table and graph it is observed that 35.5% respondents are highly
satisfied and 51.5% respondents are satisfied with their toothpaste. While only 12% respondents are
neutral and remaining 1% respondents are dissatisfied with their toothpaste. Suggestion, it is
necessary to analyses the neutral and dissatisfied reason of respondents and solve their query.

32
 SWOT ANALYSIS OF THE PRODUCT

Strengths:
1. Brand Recognition: Colgate is a globally recognized and trusted brand with a long
history in the oral care industry.
2. Product Range: Colgate offers a diverse range of toothpaste formulations catering to
various oral care needs, allowing it to address a wide market.
3. Research and Development: Colgate invests in research and development, allowing
the company to innovate and introduce new products to meet evolving consumer
demands.
4. Global Presence: Colgate has a strong international presence, distributing its
products in numerous countries, providing a broad customer base.
5. Dental Professional Endorsements: Colgate products often receive endorsements
from dental professionals, contributing to consumer trust.
Weaknesses:
1. Competition: The oral care market is highly competitive with numerous brands
offering similar products, which can lead to challenges in standing out.
2. Dependency on Toothpaste Category: Colgate's heavy reliance on the toothpaste
category makes it vulnerable to shifts in consumer preferences or market trends.
3. Price Sensitivity: Some consumers may perceive Colgate products as relatively
expensive compared to generic or store-brand alternatives.
Opportunities:
1. Market Expansion: Colgate can explore untapped markets or expand its presence in
existing markets to drive growth.
2. Innovation in Formulations: Continued innovation in oral care formulations to
address emerging consumer preferences, such as natural ingredients or sustainable
packaging.
3. E-commerce Growth: The increasing trend of online shopping presents an
opportunity for Colgate to strengthen its online presence and reach a wider audience.
4. Focus on Sustainability: Responding to the growing demand for sustainable
products, Colgate can emphasize eco-friendly packaging and environmentally
conscious practices.

33
Threats:
1. Market Saturation: The oral care market may become saturated, making it
challenging for Colgate to maintain or increase market share.
2. Private Label Competition: Generic or private label toothpaste brands may offer
similar products at lower prices, posing a threat to Colgate's market share.
3. Regulatory Changes: Changes in regulations related to oral care products or
ingredients could impact Colgate's manufacturing processes.
4. Consumer Preferences Shift: Rapid changes in consumer preferences, such as a
preference for natural or organic products, could pose a threat if not adequately
addressed.

34
 COMPETITOR ANALYSIS

1. Procter & Gamble (P&G): P&G is a multinational consumer goods company and the
maker of Crest toothpaste, a significant competitor to Colgate.
2. Johnson & Johnson: The company produces oral care products under the brand name
Listerine, which includes mouthwash and dental floss.
3. Unilever: Unilever offers oral care products such as toothpaste under various brands
like Signal and Close-Up.
4. GlaxoSmithKline (GSK): GSK manufactures Sensodyne toothpaste, which is known
for its focus on tooth sensitivity.
5. Church & Dwight Co., Inc.: The company produces Arm & Hammer toothpaste,
offering a different approach to oral care with baking soda-based formulations.
6. Tom's of Maine: Known for natural and organic products, Tom's of Maine is a
subsidiary of Colgate-Palmolive but can be considered a competitor in the broader
oral care market.
Competitor analysis involves assessing these companies based on various factors such as
product offerings, pricing strategies, market share, distribution channels, marketing efforts,
and customer perception.
It's important to note that the competitive landscape may have changed since my last update.
Therefore, it's advisable to refer to more recent sources, industry reports, and market analyses
for the latest information on Colgate's competitors.

35
 ADVANTAGES OF THE PRODUCT

Colgate toothpaste, produced by Colgate-Palmolive Company, is one of the most popular

and widely used toothpaste brands globally. Here are some advantages and key features
associated with Colgate toothpaste:
1. Credibility and Trust:
 Colgate has a long-established reputation as a trusted oral care brand. It has
been in the market for over a century, instilling confidence and trust among
consumers.
2. Effective Oral Care:
 Colgate toothpaste is formulated with ingredients designed to effectively clean
teeth, fight cavities, and maintain overall oral health. It typically contains
fluoride, which helps prevent tooth decay and strengthens enamel.
3. Variety of Formulations:
 Colgate offers a diverse range of toothpaste formulations to meet various oral
care needs. This includes options for sensitive teeth, enamel protection,
whitening, and different flavors to cater to diverse consumer preferences.
4. Innovations and Research:
 Colgate invests in research and development to stay at the forefront of oral
care innovations. The company continually introduces new technologies and
ingredients to enhance the effectiveness of its products.
5. Global Presence:
 Colgate is a globally recognized brand available in numerous countries. Its
widespread availability makes it convenient for consumers to access and
purchase Colgate toothpaste almost anywhere in the world.
6. Marketing and Branding:
 Colgate has a strong marketing strategy, including advertising campaigns and
promotions, which contributes to its brand visibility and consumer awareness.
The "Colgate" name is often associated with oral health in the minds of
consumers.

36
7. Affordability:
 Colgate toothpaste is often priced competitively, making it accessible to a
wide range of consumers. The affordability factor contributes to its popularity
in various demographics.
8. Packaging and Presentation:
 Colgate pays attention to packaging design, making its products visually
appealing and easy to use. Clear instructions and information on the packaging
contribute to a positive user experience.
9. Community Engagement:
 Colgate has been involved in community oral health initiatives and
educational programs, fostering a positive brand image and emphasizing the
importance of oral hygiene.
It's important to note that consumer preferences may vary, and individual experiences
with products can differ. Additionally, advancements or changes in formulations may
occur over time, so it's advisable to check the latest information from Colgate for the
most up-to-date details on their products.

37
 DISADVANTAGES OF PRODUCT

While Colgate is a widely popular and trusted brand of toothpaste, like any product, it
may have some disadvantages or considerations. Here are a few potential drawbacks
associated with Colgate toothpaste:
1. Ingredients Sensitivity: Some individuals may be sensitive or allergic to certain
ingredients present in toothpaste, such as fluoride or specific flavoring agents. It's
essential for consumers to be aware of their own sensitivities and choose products
accordingly.
2. Fluoride Concerns: Colgate toothpaste typically contains fluoride, which is added to
help prevent tooth decay. While fluoride is generally considered safe and effective,
there have been debates and concerns about excessive fluoride consumption leading
to dental fluorosis. Some people may prefer fluoride-free toothpaste for personal
reasons.
3. Artificial Additives: Some Colgate toothpaste variants may contain artificial colors,
flavors, or preservatives. Individuals who prefer natural or organic products may find
this aspect a disadvantage.
4. SLS (Sodium Lauryl Sulfate): Colgate toothpaste, like many other toothpaste
brands, may contain SLS, a foaming agent. Some individuals may experience
irritation or allergies to SLS. For them, using an SLS-free toothpaste could be a
preferable option.
5. Brand Loyalty Bias: People's preferences for Colgate may be influenced by brand
loyalty or familiarity rather than a thorough evaluation of the product's ingredients or
effectiveness. This bias might prevent individuals from exploring other potentially
suitable toothpaste options.
6. Price Point: Some users may find Colgate toothpaste to be relatively more expensive
compared to other brands or generic alternatives. Price sensitivity could be a factor for
certain consumers.
It's important to note that individual experiences and preferences vary, and what may be a
disadvantage for one person could be acceptable or even preferred by another. Always
read product labels, consider personal preferences and dental needs, and consult with
dental professionals if you have specific concerns or requirements. Additionally, product

38
formulations and features can change over time, so it's a good idea to stay updated on the
latest information regarding the specific Colgate toothpaste variant you are using.

39
 LIMITATIONS OF THE STUDY

For the researchers following might be the limitations :-

Sampling Bias: If the study relies on a non-representative sample of the population, the
findings may not be generalizable to the broader consumer base. For example, if the
survey primarily targets a specific age group or demographic, the results may not
accurately reflect the views of the entire population.
Self-Reporting Bias: Participants may provide responses that they perceive as socially
desirable rather than their true opinions. This can be influenced by factors like social
norms or the desire to present oneself in a positive light.
Limited Scope: The study may focus on a specific aspect of customer satisfaction or a
particular market segment, leading to findings that may not capture the full range of
factors influencing consumer preferences.
Temporal Factors: Consumer preferences can change over time due to various factors
such as market trends, advertising campaigns, or product innovations. The study's
findings may become outdated relatively quickly.
Cultural Variations: Preferences and satisfaction levels can vary across different cultural
or regional contexts. A study that is conducted in one region may not be applicable to a
diverse global market.
Survey Design Issues: If the survey questions are poorly designed or ambiguous, it may
lead to misunderstandings or biased responses. Additionally, the response options
provided may not capture the complexity of individual opinions.
External Influences: Factors beyond the control of the researchers, such as economic
conditions, external events, or changes in competitor strategies, can impact consumer
preferences and satisfaction.
Limited Generalizability: Findings from a study on Colgate toothpaste may not be
applicable to other oral care products or brands. Generalizing the results beyond the
specific product or brand studied may not be appropriate.
Response Rate: If the response rate to surveys or interviews is low, there may be
concerns about the representativeness of the sample, potentially introducing bias into the
results.

40
Cross-Cultural Considerations: In global studies, cultural differences in interpreting
satisfaction and expressing preferences may not be fully accounted for, leading to a
potential misunderstanding of customer sentiments.
SUGGESTIONS
1. The Colgate Company needs to aware the customer about their products and they can
buy their product online also.
2. They also assure the customer these brand is advised by the dentist, so the customer
can attract towards its.
3. In Colgate toothpaste they may introduce new varieties and flavors for kids.
4. It may innovative a new cartoon shape toothpaste in order to attract the children’s.
Diverse Sampling: Ensure a diverse and representative sample that includes participants
from various demographics, regions, and backgrounds. This can provide a more
comprehensive understanding of consumer preferences.
Longitudinal Study: Consider conducting a longitudinal study to track changes in
customer preferences over time. This can help capture trends and identify the impact of
external factors on satisfaction levels.
Mixed-Methods Approach: Combine quantitative and qualitative research methods.
While surveys provide numerical data, interviews or focus groups can offer deeper
insights into the reasons behind certain preferences and satisfaction levels.
In-Depth Analysis of Subgroups: If feasible, analyze data based on subgroups (e.g., age
groups, geographic locations, income levels) to identify any specific patterns or variations
in preferences and satisfaction within these subgroups.
Include Open-Ended Questions: In surveys or interviews, include open-ended questions
to allow participants to express their opinions in their own words. This can provide richer
qualitative data and uncover aspects that may not be captured in predefined response
options.
Consider Cultural Sensitivity: If your study spans different cultures, be mindful of
cultural nuances in interpreting satisfaction and preferences. Tailor your questions and
analyses to account for potential cultural variations.
Compare with Competitors: Consider including questions or analyses that compare
customer satisfaction with Colgate toothpaste to that of competitors. This can offer
insights into the relative strengths and weaknesses of different brands.

41
Explore Influencing Factors: Investigate factors beyond the product itself, such as
marketing strategies, brand loyalty, and external events, to understand how these may
influence customer preferences and satisfaction.
Update the Study Periodically: Recognize the dynamic nature of consumer preferences.
Plan to update the study periodically to stay current with market trends and adapt your
research methods to changing consumer behaviors.
Transparent Reporting of Limitations: Clearly communicate the limitations of the
study in the final report. Discuss any challenges faced during data collection, potential
biases, and areas where the study may not fully capture the complexity of consumer
preferences.

42
 CONCLUSION
In conclusion, understanding customer preferences and satisfaction towards Colgate
toothpaste involves a multifaceted approach that considers various factors influencing
consumer choices. Through a well-designed study, researchers can gain valuable insights into
the dynamics of the oral care market. The following key points summarize the considerations
for such a study:
The customer satisfaction is important factor to forecast the sales of any product in a
particular area. Most of the people use toothpaste product for improving their teeth
protection. It is also observed that Colgate toothpaste have a good brand image.
Comprehensive Sampling: To ensure the study's applicability to a broad audience, diverse
and representative sampling is crucial. This includes participants from different
demographics, regions, and cultural backgrounds.
Mixed-Methods Approach: Combining quantitative and qualitative methods offers a more
holistic view of consumer sentiments. Surveys provide numerical data, while interviews or
focus groups allow for a deeper understanding of the reasons behind preferences and
satisfaction levels.
Longitudinal Analysis: Conducting a longitudinal study facilitates the tracking of changes in
consumer preferences over time, shedding light on evolving trends and the impact of external
factors.
Incorporating Open-Ended Questions: Including open-ended questions in surveys or
interviews allows participants to express their opinions in their own words, providing richer
qualitative data and uncovering nuanced insights.
Consideration of Cultural Factors: In global studies, acknowledging and accounting for
cultural nuances in interpreting satisfaction and preferences is essential to ensure the validity
and relevance of the findings.
Comparative Analysis with Competitors: Evaluating customer satisfaction with Colgate
toothpaste in comparison to competitors can offer valuable insights into the relative strengths
and weaknesses of different brands.
Exploration of Influencing Factors: Beyond the product itself, examining factors such as
marketing strategies, brand loyalty, and external events provides a more comprehensive
understanding of the determinants of consumer choices.

43
Periodic Updates: Recognizing the dynamic nature of consumer preferences, planning for
periodic updates to the study ensures that the research remains current and aligned with
market trends.
Transparent Reporting of Limitations: In the final report, transparently communicate the
limitations of the study. Addressing challenges in data collection, potential biases, and areas
where the study may fall short helps to maintain the credibility of the research.
By implementing these considerations, researchers can contribute valuable insights to the
field of consumer behavior in the oral care market and provide actionable information for
companies like Colgate to enhance their products and strategies based on customer
preferences and

44
 REFERENCES
1. IOSR Journal of Business and Management (IOSR-JBM) e-ISSN : 2278-487X, p-ISSN
2319-7668, PP 08-12 www.iosrjournals.org
2. SS Desai, International Journal of Multidisciplinary and Current Research, 2013, 1 (3),
226- 229, ISSN: 2321-3124.
3. SS Desai, Journal of Engineering Education Transformations 29 (1), 73-78, ISSN:
2349 – 2473.
4. Seema, 2011, Journal E journal SPECTRUM Volume Pages 3-5 ISSN 0978-1513
5. SS Desai, Journal of Engineering Education Transformations Volume 29, Issue 1, July
2015 ISSN: 2349 – 2473.
6. SS Desai, Golden Research Thoughts 2013 ISSN 2231-5063, IJMCR- Int Jr Of
Multidisciplinary & Current Research Associated Indexed by EBSCO, USA Impact, 43-
46 vol (3) Issue (2).
7. Kothari C.R.1999, “RESEARCH METHODOLOGY”, sultan chand & sons, New
Delhi.
8. Philip Kotler 2000, “MARKETING MANAGEMENT” 13th edition, print ice hall of
India, New Delhi.
9. Leon .G. Schiffman 99. ”CUSTOMER SATISFACTION”, Print ice hall of India, New
Delhi.

45
 QUESTIONNAIRE
Creating a questionnaire to understand customer preferences and satisfaction levels
towards Colgate toothpaste requires thoughtful consideration of the relevant aspects.
Below is a sample questionnaire that you can use as a starting point. Make sure to
customize it based on your specific research objectives and target audience.
Section 1: Demographic Information
1.1 Age:
18-24
25-34
35-44
45-54
55 and above
1.2 Gender:
Male
Female
Other
1.3 Occupation:
Student
Professional
Homemaker
Retired
Other (please specify)
Section 2: Usage Patterns
2.1 How often do you use Colgate toothpaste?
Daily
2-3 times a week
Weekly
Less than once a week
2.2 Which specific Colgate toothpaste variant(s) do you use? (Check all that apply)
Colgate Total
Colgate Optic White
Colgate Max Fresh
Colgate Sensitive

46
Colgate Enamel Health
Other (please specify)
2.3 How did you first learn about Colgate toothpaste?
TV advertisements
Online advertisements
Dentist recommendation
Family/friends recommendation
In-store promotion
Other (please specify)
Section 3: Product Satisfaction
3.1 On a scale of 1 to 5, how satisfied are you with the overall performance of
Colgate toothpaste?
1 (Not satisfied at all)
2 (Slightly satisfied)
3 (Moderately satisfied)
4 (Very satisfied)
5 (Extremely satisfied)
3.2 What aspects of Colgate toothpaste do you appreciate the most? (Check all that
apply)
Flavor
Freshness
Whitening properties
Sensitivity relief
Gum health
Other (please specify)
3.3 Have you experienced any issues or concerns with Colgate toothpaste? If yes,
please describe.
Section 4: Purchase Decision
4.1 What factors influence your decision to purchase Colgate toothpaste? (Check all
that apply)
Price
Brand reputation
Dentist recommendation
Ingredients
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Packaging
Promotions/offers
Other (please specify)
4.2 How likely are you to recommend Colgate toothpaste to others?
1 (Not likely at all)
2 (Slightly likely)
3 (Moderately likely)
4 (Very likely)
5 (Extremely likely)
Section 5: Additional Comments
5.1 Is there anything else you would like to share about your experience with
Colgate toothpaste?
Thank you for participating in this survey! Your feedback is valuable in helping us
understand and improve our products.

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