Marketing Analysis & Research on Brand Preference for Toothpaste

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    Marketing Analysis & Research On

    Brand Preference for ToothpasteComplied By:

    Shivani Seth

    Ananya Bagchi

    Rahi Prasad

    Rajat Ranta

    Shadman Tauheed

    Ishit Mathur

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    TOOTHPASTE INDUSTRY

    The toothpaste history in India can be trackedback from 1975 with 1200 tones of toothpasteproduced by the toothpaste industry. Prior to

    the toothpastes Oral Hygiene was the domainof local home made powders and ayurvedhpractitioners. With the entry of Colgate inIndian marketplace the awareness about oral

    care and the importance of oral care hasincreased. In recent years the Industry hasshown impressive growth rate of 18.6% .

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    TOOTHPASTE INDUSTRY

    The growth in the Urban market has been

    largely by the Gel Segment. Presently, a large

    chunk of the Market is still held by Colgate.

    The major players in the toothpaste Industry

    being Colgate Palmolive and Hindustan Lever

    Limited and several minor players like Balsara

    hygiene, Dabur etc.

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    Research Problem

    To study the consumer behavior regarding

    brand preference with respect to toothpastes.

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    Objectives of Research

    To know the most popular brand of toothpaste among thecustomers

    To know how much satisfied they are with the variousattributes of the toothpaste they use to brush their teeth

    To know how do they make purchase decision What are the various ingredients preferred by the

    customers in their toothpaste?

    Where do the customers mostly purchase their toothpastefrom?

    Does the price of the toothpaste they purchase have anyrole in affecting the choice of the brand

    To analyze the data thus obtained from the responses.

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    About The Research

    Research and Analysis is based on a sample

    size of 377.

    Research based on primary data collected by

    means of a questionnaire.

    Research Design : Descriptive

    Cross Sectional Analysis

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    Findings

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    How important is Oral Hygiene to you?

    Surprisingly only 50% of the total sample responded that Oral Hygiene is

    important to them. About 5% people even stated it is highly unimportant.

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    How often do you brush your teeth?

    No of times PercentageOnce a day 56.23

    Twice a day 46.42

    More than two times 0.531

    Whenever I feel like 2.387

    According to most dentists and professionals one must must brush his/her

    teeth twice a day in order to maintain a good oral hygeine. But according to

    our research only 46% of the respondents brush their teeth twice a day.

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    Which brand of toothpaste people

    use?

    211

    91

    14 7 12

    55

    255 2

    24

    0

    50

    100

    150

    200

    250

    Respondent

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    Where do people usually buy

    toothpaste from?

    52

    212

    26

    140

    Drug Store Grocery Store Discount Store Super Market

    Respondent

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    Level of satisfaction with different

    attributes of toothpaste

    The attribute on which toothpastemanufacturing firms need to work is teethwhitening as people have shown less level of

    satisfaction with it. Only 62 out of 377 are highly satisfied with

    their toothpaste ability to whiten their teeth.

    Respondents have shown satisfaction with thetaste of their toothpaste to the extent of 311out of 377.

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    Price Elasticity of Toothpaste

    71% of the respondents will still buy their

    toothpaste even if the price is increased.

    This shows that the demand for toothpaste is

    fairly inelastic.

    Also there is brand loyalty among toothpaste

    users towards their brand.

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    Toothpaste for Kids

    Only 25% of the respondent will buy a

    different brand of toothpaste for their kids

    and rest will not.

    Not lot of potential in this niche segment as

    people are not much interested.

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    Motivational Factors that lead to

    purchase of toothpaste on stimulus

    1. When on offer or price is reduced :

    Only 14 % of the respondents will be

    motivated to purchase, rest will not.

    2. Recommendation of a particular toothpaste :

    62 out of 377 i.e. 16% of the respondent

    will go on to purchase a toothpaste

    recommended by others.

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    Motivational Factors that lead to

    purchase of toothpaste on stimulus

    3. See an advertisement for toothpaste:

    102 out of 377 i.e. 27% of the respondent willfeel the need to buy a toothpaste after seeing anadvertisement.

    4. Professional recommendation of a toothpaste:

    203 out of 377 i.e. 53% of the respondent willbuy a toothpaste which has been recommended bya professional doctor or a dentist.

    This is why we see a lot of dentist in T.V. ads oftoothpaste nowadays, each recommending to buy acertain brand.

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    Importance of information while

    purchasing a toothpaste

    Not much importance to the informationlisted outside of the shop in the form of anadvertisement.

    Memories of the previous toothpaste playssomewhat important role in purchasing a newtoothpaste.

    Information on the pack of toothpaste alsoplays a important role according to therespondents.

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    Importance of information while

    purchasing a toothpaste

    Respondents have a neutral behavior towardsthe information given by staff whilepurchasing a toothpaste.

    Respondent consider some informationshared by their family and friends towards acertain brand of toothpaste.

    Again information given by professionals areconsidered highly important while purchasinga toothpaste.

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    What do people consider results in

    healthier teeth?

    1.The number of times you brush yourteeth.

    or

    2.The manner or thoroughness inwhich one brushes teeth.

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    What do people consider results in

    healthier teeth?

    283 out of 377 i.e. 75% of the respondent feel

    that its the way in which you brush your teeth

    results in healthier teeth.

    And only 122 i.e. 32% of the respondent feel its

    the number of time you brush your teeth results

    into healthier teeth.

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    Side effects of using a particular brand

    21 out of 377 of the respondent i.e. 5% said

    that they had some kind of side effects from

    using a particular brand.

    Considering the sample size of 377 the figure

    of 21 is still large in such case of side effects.

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    Cross Tabulation

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    Which brand of toothpaste you use? -

    Colgate * If the price of your current

    toothpaste brand gets increased will

    you still purchase it?Crosstab

    Count