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 TOOTHPASTE 

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Introduction     Nascent country in dental hygiene.     Relying on substances like coal ash and neem

sticks.

     The prime objective of our research was tounderstand the consumer behavior in respect totoothpaste.

     The finding suggests that T.V commercials are

prime source of influence on consumer.     It also came out that there is good amount of 

satisfaction among consumers for their brandthat leads towards brand loyalty.

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 Products for Oral Hygiene

0

5

10

1520

25

3029

1 1 0 0 0

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Brand awareness by respondents

Brand preference of respondents & theirfamily members

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 Pepsodent 

0

5

10

15

20

germi checkcomplete care

17

9

1 21 2

BRAND AWARENESS

USAGE

FAMILY MEMBERS

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C olgate

0

5

10

15

20

25

1

25

4

1

6

0 1 21

14

 3

1 1 1 0

21

14

2 1 1 1 2 2

BRAND AWARENESS

USAGE

FAMILY MEMBERS

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 Dabur 

0

12

3

4

5

6

7

8

RED BABOOL HERBALNEEM

MESWAK PROMISE

5

8

2

5

2

0 0 0 0 00 0 0 0 0

BRAND AWARENESS

USAGE

FAMILY MEMBERS

 

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Other brands

0

5

10

15

20 19

1 3

1

7

21

20 0 0

12

0

 3

0 0 02 2 1

BRAND AWARENES

S

USAGE

FAMILY MEMBERS

 

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 Brushing Frequency

0 5 10 15 20

ONCE

TWICE

NOT EVEN ONCE

THREE

11

17

0

1

RESPONSE

 

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C onsumption pattern

0 1 2 3 4

monthly consumption

50-100 ( once )

50--100 ( twice )

50-100 ( more than twice )

200 ( once )

200 ( twice )

200 ( more than twice )

more than two ( once )

more than two ( twice )

more than two (more than twice )

1

1

4

2

11

42

1

 3

1

1

1

2

4

7--9

4--6

1--3

No of family members

 

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Person who Influenced Consumer

to Purchase Toothpaste

0

5

10

15

retailer  your kid parentsfriends

dentist self 

2 1

15

0

4 8

 

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Place to buy toothpaste

72%

21%7%

response

general store medical store supermarket

 

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Satisfaction Level for Brand

02468

10

12

14

16

highly satisfiedsatisfied

moderately satisfied unsatisfied

11 15

 30

 

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BRAND PROMOTION

BRAND LOYALTY

 

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To Which Mode of Promotion

Consumer gets Attracted

0 5 10 15 20 25

tv ads

print ads

hoarding

store display 

salesman

radio

celebrity 

25

2

1

1

1

0

1

 

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Association with Brand

0 5 10 15 20

from birth

six months

one year

more then one year

11

1

1

16

response

 

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Response for various attributes to buy a

toothpaste

0

100

200

 300

400500

600

700581

295 380

667

188 170

 355

 

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Response for various brands

0

2

4

6 5

4

5 5

32 2

3

1

4

3 3

5

2

4 4

3

5

32

3

4

1

3

4 4

1

23

1

3 3

4

1 1

COLGATE

DA BOUR 

PEPSODENT

CLOSEUP

SENSODYNE

 

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Preference of an Attribute

0

50

100

150

200

250

14 16 15 13 7 15 1819 18 17 18 20 19 199 8 10 9 7 9 4

150 130 140 139

79

140 139

1412.5 12 18

12

21 21.5

pepsodent

colgate

sensodyne

dant kranti

close -up

 

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SWITCHING OF BRANDS

 

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HAVE PEOPLE SWITCHED TO A

DIFFERENT BRAND?

69%

31%

response

 yes no

 

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 SWITCHING TO OTHER BRANDS

 35%

65%

from colgate to others

from other brands to colgate

 

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Reasons for switching brands

1 34

6

615

7

response

impact of packaging

price rise of currentbrand

scheme on brands

advertisementimpacts

consumer brand isnot available

 

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Other uses of toothpastey Cleaning jewellery .

y R emoving chewing gum.

y A pplying on burns.y Silver polishing.

y Intact skin.

y Effective in healing pimples.

y To remove the scratches of DVD & CD.

y  TO FOOL SOMEONE B Y  TELLING THAT IT IS  A  CREAM ON THE CAKE  AND MAKE THEM   EAT .

 

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CONCLUSIONy The toothpaste industry enjoys a very good & strong

position in Indian market

y Urban people give more importance to oral hygine.

y  A particular brand of toothpaste is preferred by people because of it various and important attributes.

y More oriented towards brand name , quality and pricerather than package attractiveness, discounts.

y People switch to different brands of toothpaste because of  various influence.

y Majority of them are using a particular brand of toothpaste for a long time which shows brand loyalty.

 

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Presented byySHIVANI SHARMA - 87

ySHWETA  SHENOY  - 90

yPRIYANKA  SHELAR  - 88

y ANKITA   AGARWAL - 61