October University for Modern sciences and Arts(MSA)

Marketing Research Project MKT 301

Determine the role of consumer Preference towards Signal Toothpaste

Presented to: Dr. Ahmed Ghonaim Professor Marketing

Cairo University

Group Members:1-Omar Khattab2-Hashim Mohamed3- Adham Eissa

4-Hesham El Kersh

Table of content:

I. IntroductionII. Problem definition

a. Background to the problemb. MDP and MRP

III. Approach to the problem ( Objectives & Hypotheses )IV. Research design

a. Type of research designb. Information needsc. Data collection from secondary sourcesd. Data collection from primary sourcese. Scaling techniques f. Questionnaire development and pretestingg. Sampling techniquesh. Fieldwork

XIII. Data analysis a. Methodology

XIV. Results XV. Limitations

XVI. Conclusions and recommendationsXVII. References

XVIII. Exhibitsa. Questionnaires and formsb. Statistical outputc. Lists

I. Introduction :

Marketing research is the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing.

Managers need information in order to introduce products and services that create value in the mind of customers. But the perception of value is a subjective one, and what customers value this year maybe quite different from what they value next year. Accordingly, the attributes that create value cannot be simply deduced from common knowledge. Therefore, data must be collected and analyzed. The goal of marketing research is to provide the facts and directions that managers need to make their decisions more important.

To maximize the benefit of marketing research, those who use it need to understand the research process and limitations.

Once the need for marketing research has been established, most marketing research projects involve these steps:

1. Define the problem.2. determine research design 3. identify data types and resources4. design data collection forms and questionnaires5. determine sample plan and size 6. collect the data7. analyze and interpret the data8. prepare the research report

In this project, we are trying to figure out the criteria that consumers use in evaluating toothpastes and to evaluate signal toothpaste on the those mentioned

criteria using the above mentioned steps in order to identify the buying habits of individual people. This will help us to understand the behaviors and preferences of consumers.

II. Problem definition :

Marketing research can help Signal to increase its market share by

understanding what perceptions consumers have of their products and

how consumers develop preference toward their products.

a( Management Decision Problem :

Is signal toothpaste satisfying our customer needs or not

b( Marketing Research Problem : To identify the criteria used by customers to purchase a toothpaste and evaluate it on signal toothpaste.

III. Approach to the problem ) Objectives & Hypotheses (

a) Objectives :

1- To measure the criteria that consumers use for evaluating toothpastes

product category.

2- To evaluate signal toothpaste on the above mentioned criteria.

b( Hypotheses :

1- Fresh breath is the main factor that males evaluate in a toothpaste.

2- Whiteness of teeth is the main factors that females evaluate when purchasing toothpaste.

3- Customers purchase signal for its cavity and gum protection

IV-Research design

a( Type of research design

Descriptive Research will be helpful in figuring out factors that

affects consumer preference towards signal product and how those

factors affect their brand loyalty.

B-Speciation of Information needs:

Table 1:

H1Variable Type of data

Fresh breath is the main factor that males evaluate in a toothpaste.

Factors used in evaluation :

Price, taste, Cavity and gum protection , whiteness of the teeth and freshness

Primary Data ( survey )

Secondary data

Table 2:

H2Variable Type of data

Whiteness of teeth is the main factors that females evaluate when purchasing toothpaste.

Factors used in evaluation :

Price, taste, Cavity and gum protection , whiteness of the teeth and freshness

Primary Data ( survey )

Secondary data

Table 3

H3Variable Type of data

Customers purchase signal for its cavity and gum protection

Differentiation factors:

Price, taste, Cavity and gum protection , whiteness of the teeth and freshness

Primary Data ( survey )

Secondary data

C( Data collection from secondary sources:

We used the internet search engine to find appropriate information about

Signal Products, its market share and information about direct competitors.

d( Data collection from primary sources:

Our team designed 100 samples of the questionnaire and was distributed to our target Sample.

e( Scaling techniques:

We will use non-comparative scaling techniques like the likert scale.

We also used comparative scaling techniques like interval, and rank order scaling.

f( Questionnaire development and pretesting:

We took in consideration that every question should contribute to the information needed or serve our specific purpose.

g( Sampling techniques:

Target population: People using toothpaste regularly

Sampling frame: People at malls.

Sampling unit: Individual consumers at malls

Sampling technique: Quota Non-Probability Sampling,

Sample Size: 100

Execution: Select specific shopping malls judgmentally. Set quotas by

gender (50% male and 50% Female).Use quota sampling to select mall

customers and interview them.

h( Field Work:

We went to supermarkets and asked about the factors related to consumer preferences of toothpaste listed below. We used a personal survey method and precisely it was the mall-intercept personal interviews as it will be more efficient for the respondent to be available, also as we are restricted with a minimal time frame and costs therefore mall intercept interviews would be the best method. I would also be able to control the data collection environment and to control the field force which is important in to our survey.

XIII-Data analysis:

We have found that more than half of our sample doesn’t pay a great attention to the price as a factor in their purchase of signal product.

The respondents had evaluated signal toothpaste as neutral concerning its ability to whiten their teeth; however ratio between whom agreed that signal help in whiting their teeth and those who was neutral is very low.

Concerning signal toothpaste taste 32% of the respondents agreed that they dislike its taste, and are not satisfied with its taste, on the

other hand they preferred close up toothpaste taste as it provides different kind of toothpaste tastes that satisfies the needs of everyone.

A great percentage of our sample (41%) had been satisfied with signal toothpaste ability to give them a fresh breath

More than one-third of the respondents agreed that signal toothpaste helps in cavity and gum protection.

The majority of the respondents had agreed the signal tooth paste doesn’t help in the maintenance of sensitive teeth.

On answering the question of which toothpaste you prefer more, most respondents answered that they prefer close up toothpaste on signal and colgate toothpastes, however signal came as number 2.

XV-Limitations:

1- The research is limited to Cairo only

2- It was conducted on 100 respondents only.

XIV-Conclusions and recommendations

1. The results supported our hypothesis as we found respondentsranking cavity and gum protection as number 1 in their evaluation for signal toothpaste

2. Decision maker at signal should add more tastes categories to their toothpaste in order to satisfy the needs of those customers whom are concerned with the toothpaste taste.

3. Signal could produce anew special toothpaste targeting those with sensitive teeth

4. They could introduce a new signal product with low price to target c class . They can offer plastic bag toothpaste as Shampoo products , to target D class and create to them a new need .This will be successful through a new advertising campaign and new low cost package .

XV-References:

Mr. amr El Mahdi, Marketing Manager at Unilever Egypt www.unilever.com Malhotra, N. K., Marketing Research: An Applied Orientation         

XVI-Exhibits:

a( Questionnaire:

QUESTIONAIRE:

This questionnaire is held in order to know customer preferences towards toothpaste, please help

us by filling out this survey

1) Do you use toothpaste on a regular basis?

a) Yes

b) No

If you answered no, please do not answer the remaining questions

2) How often do you purchase toothpaste?

a) Every week

b) Every month

c) Every two months

d) Other

3) Do you buy the same brand of toothpaste most of the time?

a) Yes

b) No

4) Please rank the importance of the following factors in your selection of a toothpaste

brand.

a) Price _____

b) Whiteness of teeth _____

c) Fresh breathe _____

d) Taste _____

e) Cavity protection _____

f) Sensitivity _____

5) Please evaluate Signal on the following factors.

Very high High Neutral Low Very Low

a) Price 1 2 3 4 5

b) Whiteness of teeth 1 2 3 4 5

c) Fresh breath 1 2 3 4 5

d) Taste 1 2 3 4 5

e) Cavity protection 1 2 3 4 5

f) Sensitivity 1 2 3 4 5

6) Please evaluate Colgate on the following factors.

Very high High Neutral Low Very Low

a) Price 1 2 3 4 5

b) Whiteness of teeth 1 2 3 4 5

c) Fresh breath 1 2 3 4 5

d) Taste 1 2 3 4 5

e) Cavity protection 1 2 3 4 5

f) Sensitivity 1 2 3 4 5

7) Please evaluate Close Up on the following factors.

Very high High Neutral Low Very Low

a) Price 1 2 3 4 5

b) Whiteness of teeth 1 2 3 4 5

c) Fresh breath 1 2 3 4 5

d) Taste 1 2 3 4 5

e) Cavity protection 1 2 3 4 5

f) Sensitivity 1 2 3 4 5

9) Please select the most preferred toothpaste brand

a) Signal

b) Colgate

c) Close Up

10) What is your gender?

a) Male

b) Female

11) What age range are you in?

a) 18–24

b) 25–30

c) 30–35

Q13. What is your marital status?

a) Married

b) Single

Thanks for your time