Marketing Analysis & Research on Brand Preference for Toothpaste

8/21/2019 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

If the price of your current

toothpaste brand gets increased

will you still purchase it?

Total

yes no

Which brand of toothpaste

you use? - Colgate

yes 138 73 211

no 129 37 166

Total 267 110 377

hi h b d f h ?


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Pepsodent * If the price of your

current toothpaste brand getsincreased will you still purchase it?

Crosstab

Count

If the price of your current

toothpaste brand gets increased

will you still purchase it?

Total

yes no


you use? - Pepsodent

yes 58 34 92

no 209 76 285

Total 267 110 377

Whi h b d f t th t ?


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Colgate * Indicate the level of

satisfaction with current choice ofbrand according to attributes- cavity

prevention

Crosstab

Count

Indicate the level of satisfaction with current choice of brand

according to attributes- cavity prevention

highly satisfied satisfied somewhat

satisfied

neutral


you use? - Colgate

yes 71 100 15 17

no 45 83 14 24

Total 116 183 29 41


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Continued

Crosstab

Count

Indicate the level of satisfaction with current choice of

brand according to attributes- cavity prevention

Total

somewhat

dissatisfied

dissatisfied highly dissatisfied

Which brand of toothpaste you

use? - Colgate

yes 4 1 3 211

no 0 0 0 166

Total 4 1 3 377

Whi h b d f h ?


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satisfaction with current choice ofbrand according to attributes- taste

Crosstab

Count


according to attributes- taste


satisfied

neutral


you use? - Colgate

yes 53 133 12 12

no 45 80 29 8

Total 98 213 41 20


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Continued

Crosstab

Count


brand according to attributes- taste

Total

somewhat

dissatisfied



use? - Colgate

yes 0 1 0 211

no 2 0 2 166

Total 2 1 2 377


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satisfaction with current choice ofbrand according to attributes- teeth

whiteningCrosstab

Count


according to attributes- teeth whitening


satisfied

neutral


you use? - Colgate

yes 47 81 43 36

no 15 86 36 24

Total 62 167 79 60


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Continued

Crosstab

Count


brand according to attributes- teeth whitening

Total

somewhat

dissatisfied



use? - Colgate

yes 4 0 0 211

no 0 2 3 166

Total 4 2 3 377


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satisfaction with current choice ofbrand according to attributes- breath

fresheningCrosstab

Count

Indicate the level of satisfaction with current choice of brand according

to attributes- breath freshening

highly satisfied satisfied somewhatsatisfied

neutral


you use? - Colgate

yes 58 91 42 15

no 46 81 27 7

Total 104 172 69 22


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Continued

Crosstab

Count

Indicate the level of satisfaction with current

choice of brand according to attributes-

breath freshening

Total

somewhat

dissatisfied

highly dissatisfied

Which brand of toothpaste you use?

- Colgate

yes 4 1 211

no 1 4 166

Total 5 5 377


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satisfaction with current choice ofbrand according to attributes- value

of moneyCrosstab

Count


according to attributes- value of money


satisfied

neutral


you use? - Colgate

yes 48 101 30 27

no 33 80 18 32

Total 81 181 48 59


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Continued

Crosstab

Count


brand according to attributes- value of money

Total

somewhat

dissatisfied



use? - Colgate

yes 2 3 0 211

no 1 0 2 166

Total 3 3 2 377

Whi h b d f h ?


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satisfaction with current choice ofbrand according to attributes- quality

Crosstab

Count


according to attributes- quality


satisfied

neutral


you use? - Colgate

yes 58 89 40 21

no 50 89 13 12

Total 108 178 53 33


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Continued

Crosstab

Count

Indicate the level of satisfaction withcurrent choice of brand according to

attributes- quality

Total

somewhat

dissatisfied

dissatisfied


Colgate

yes 3 0 211

no 0 2 166

Total 3 2 377


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Marketing Analysis & Research on Brand Preference for Toothpaste

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