Consumer behaviour tooth paste industries


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A detailed analysis of tooth paste industry and its various brands. It also includes the behavioral study of consumer of which they consider while purchasing any tooth paste

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Consumer behaviour tooth paste industries

  1. 1. Ranjeet Kumar Singh Roll No - 11BM60068
  2. 2.  To study the Consumers’ Brand preference for toothpaste industry  To Check whether various age-group people have different choice of the product form  To check whether gender is a factor for purchase of the particular brand and hence quantify the ‘Price Switching Theory’.
  3. 3. A  brand is  a  " na m e ,  te rm ,   d e s ig n,  s y m bo l,  o r a ny   o the r fe a ture  tha t  id e ntifie s  o ne  s e lle r's   g o o d  o r s e rvic e  a s  d is tinc t  fro m  tho s e  o f o the r s e lle rs   ….. Wikipedia
  4. 4. Below are the top 10 leading toothpaste brands in India(sales-wise): i.Colgate-Palmolive ii.Pepsodent iii.Close-Up iv.Sensodyne v.Anchor vi.Aquafresh vii.Dabur Red viii.Babool ix.Vicco x.Meshwak
  5. 5. • Leading player in toothpaste market in India is Colgate-Palmolive Company • In recent years the Industry has shown impressive growth rate of 11.6% • The toothpaste market is presently valued at Rs. 750 cr. with gel segment consisting one-third of the same
  6. 6. • Urban India the usage of toothpaste per person per year is just 190gms • Worldwide annual per capital consumption of toothpaste averaged 363 grams against that of 107 grams of toothpaste in India annually • Demand for urban area is growing at a rate of 2-3% where as that of rural area is growing at a rate of 12-14 %.
  7. 7.  Research Design : Exploratory Research is being adopted in this study to find out the brand preference and characteristics of consumers  Research Approach: Secondary: Research Papers, Websites Primary Research :  Survey and Questionnaires method  Focus group Discussion  Sample Size and Sampling Technique Sample size taken in this study is 100. As all the possible items are considered for research, the sampling method adopted in his study is convenience sampling
  8. 8.  Chi Square Method: To compare customers’ attributes with various factors (Price vs Gender and Age vs Product Form)  Weighted Average Rank : To determine the relative importance of factors for a particular brand  Focus Group Method: To find out the important attributes of the for any brand.
  9. 9. As we can see above that the Attribute has the maximum rank(priorities) while going for any brand followed by the Availability and the Price of the product
  10. 10.    Calculated Value- 0.4158 Tabulated Value: 7.82 Degree of Freedom: 3 So we fail to reject the hypothesis and we accept that there is no relationship between price and gender of the respondent. That means as per my study the price switch theory on brand does not exist.
  11. 11.    Calculated value: 12.32 Degree of freedom: 5 Table value: 11.07 According to the above stats we can see that the calculated value is more than the tabulated value so again we are rejecting the hypothesis and hence we can tell that there is dependence of age on the attributes
  12. 12.  Based on the following objective: Which is the most important factor for which you will purchase a brand ?  Time: 20 minutes  No of Participants: 7  Take away: Both price and Attributes are considered as important factors. Family influence is the least preferred option for the participants
  13. 13.  The research study concludes the following:  Switching theory does not exist with respect to the genders  Choices of the forms of the product depends on the age - group  The most important factor that leads for the consumption of a brand is the attributes and which is followed by the price of the same
  14. 14.  Website:     Research Paper Brand Attachment and Brand Attitude strength- C.Whan Park, Deborah J. MacInnis, Joseph Priester, Andreas B. Eisingerich, & Dawn Iacobucci The Development of Brand Loyalty- W. T. TUCKER Customer Loyalty to Store and Brand- Ross M. Cunningham Cognitive Consequences of Brand Loyalty- JOEL B. COHEN and MICHAEL J. HOUSTON*    
  15. 15. Thank You !!