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International Journal of Science and Research (IJSR)
ISSN: 2319-7064
Index Copernicus Value (2016): 79.57 | Impact Factor (2017): 7.296
Volume 7 Issue 11, November 2018
www.ijsr.net
Licensed Under Creative Commons Attribution CC BY
Customer Acuity towards the Practice of Branded
Toothpastes–An Analytical Study
Dr. N. Srividhya1
, Dr. C. Vijai2
Professor and Head, Department of Commerce, St.Peter’s Institute of Higher Education and Research, Avadi, Chennai
Assistant Professor, Department of Commerce, St.Peter’s Institute of Higher Education and Research, Avadi, Chennai
Abstract: In today’s scenario consumer is the king. Because, today’s business environment corporate is purely depends on the
satisfaction of the consumers. For satisfying the consumers the firm should know the behavior of the consumers. It is very difficult task
because of the changing technology, innovation, and changes in life style. The tastes and preferences of the consumers is changing day
by day. We are not able to judge which factor influences the customer for the usage of a particular brand. Is it intrinsic or extrinsic
factor? But these two factors absolutely determine the needs, taste and preferences of customers. It is difficult to classify consumers by
conventional demographic factors and unless their thought process and buying behavior are fully understood, decisions on product
designs and packaging, branding and distribution channels are likely to be misplaced. With the inevitability of change looming large
over the horizon, Indian companies must learn from their western counterparts; not only to identify the sources, timing and direction of
the changes likely to affect India, but also the new competencies and perspective that will enable them to respond to these changes,
comprehensively and effectively. Descriptive research design was adopted and the data is collected through primary and secondary
sources. The method adopted for conducting survey is questionnaire; Simple random sampling technique was adopted for selecting the
consumers.
Keywords: Customer perception, Toothpaste buying pattern, Toothpaste awareness.
1. Introduction
Toothpaste is one of the daily necessities in our life.
Basically, it is used to maintain the tooth health during tooth
brushing. Also, it was developed with a lot functions, such as
sensitive relief, whitening, help of bad breath, for the
requirement of the specific customers. There are various
companies producing toothpastes in current UK retail market.
So designing a survey for toothpaste can help a company to
dominate the market beyond the competitors. Also, this
survey about the preference of purchasing toothpastes can be
adopted as one of the companies’ reference for the products
innovation and sales model choosing.
2. Review of Literature
Brand Awareness
“According to Rossiter and Prey (1987), brand awareness
precedes all other steps in the buying process.” “A brand
attitude cannot be performed, unless a consumer is aware of
the brand. In memory theory, brand awareness is positioned
as a vital first step in building the bundle of associations
which are attached to the brand in memory.
Gunderson hide and Olsson, (1996) In spite of numerous
endeavours to quantify and clarify consumer satisfaction,
there still does not seem, by all accounts, to be an accord
with respect to its definition (Giese and cote, 2000)
consumer satisfaction is topically characterized as a post
utilization evaluative judgment concerning a particular item
or administration.
Oliver, (1980) It is the after-effect of an evaluative
procedure that stands out pre-buy desires from impression of
execution amid and after the utilization encounters.
Shopping Motives
Kotler and Armstrong (2001) sales Promotion to the
sales of the individuals and households, “Who buy the goods
and services for personal consumption. Consumers around
the world are different in various factors such as age,
income, Education level and preferences which may affect
the way they avail of goods and services .This Behaviour
then impacts how products and services are presented to the
different consumer Markets.”
Gabbott and Hogg, (1998) “In sales promotion tailor -
made products can be made to enhance Customer value and
thus facilitate repeat purchase.”
Sunil duggal, (2007) “The toothpaste market is fiercely
competitive but gaps and platforms are always available.”
Family Influence
Wilkie, and Lutz (2002); Moschis (1987) “A family exerts
a complex influence on the behaviors of its members. Prior
family influence research has focused on intergenerational
rather than intergenerational influence in consumer
renationalization. As has been compellingly demonstrated,
parents influence children Yet, consumption domains clearly
exist where sibling efforts may also be exerted.”
Objectives of the Study
1) To hit upon the impact of consumer profile on buying
towards toothpaste brands.
2) To look at the factors influencing buying towards a
particular brand of toothpaste.
3) To explore the impact of psychological variables on
buying behavior towards toothpaste brands.
Paper ID: ART20192924 DOI: 10.21275/ART20192924 1077
International Journal of Science and Research (IJSR)
ISSN: 2319-7064
Index Copernicus Value (2016): 79.57 | Impact Factor (2017): 7.296
Volume 7 Issue 11, November 2018
www.ijsr.net
Licensed Under Creative Commons Attribution CC BY
Hypotheses of the Study
H1-There is a relationship between consumer profile (age)
and buying behavior (preference) towards toothpaste brands.
H2-There is an association between consumer and factors
influencing buying behavior.
H3-There is relationship between brand preference and
buying frequency towards toothpaste brands.
Sampling Design
Area of Study: The study was conducted to ascertain the
perception of customers of Chennai City, towards the
different brands of toothpaste.
Sample Size
The study was carried out through levels of the customers
and the sample size was 300.
Sources of Data
The study used both primary data as well as secondary data.
The data was collected from 300 consumers by
questionnaire method.
Statistical Tools Used
Simple percentage analysis is used in the study for the
purpose of analysis.
Tools for Analysis: The Following statistical tools were
used in this study.
 Simple percentage Analysis
 Chi-square Analysis.
 Cross tabulation analysis
3. Analysis and Interpretation
Table 1: Table showing Demographic profile and Data
collection details
S.
No
Status Number of
Respondents
Percentage
I Demographic status
Male 111 37
Female 189 63
II Age
Less than 20 23 08
21 -40 212 71
41 -60 65 21
III Family type
Joint 70 23
Nuclear 230 77
IV Educational qualification
Illeterate 70 23
Ug and above 193 64
Professionally qualified 37 13
V Do you use toothpaste everyday
Yes 300 100
VI How many times you use toothpaste a day?
One time 170 57
Two times 90 30
More than two times 40 13
VII Which brand toothpaste you buy?
Colgate 210 70
Dabur, patanjali 60 20
Others 30 10
VIII On what basis you purchase toothpaste?
Brand image, price, quality 190 64
Family members decision 70 23
Traditional value 40 13
IX Which type of toothpaste you prefer?
Anticavity toothpaste 210 70
Herbal, whitening, medicinal
value
80 26
No choice(affordability) 10 04
X How often do you purchase toothpaste for your family?
Every month 185 62
Once in two months 75 25
As and when required 40 13
XI How often have you been use this current tooth paste?
Less than 1 years 20 07
2 – 4 years 60 20
4 years and above 220 73
XII Where do you get information about the toothpaste?
Family and friends 90 30
Doctors, retail outlets, television 190 63
Others 20 07
XIII How frequently you change the toothpaste?
Always 40 13
Occassionally 70 23
Sometimes 190 64
XIV For which reason you switch to other brand toothpaste?
Advertisement impact 110 36
To try other option 170 56
Others(packaging, add on) 20 08
Source: Primary data
The above table states that maximum numbers of
respondents are female and the age category of the
respondents belongs to 21-40. All the respondents are using
toothpaste regularly. The educational qualification states
that majority of the customers are having minimum
graduation as their qualification. Among the sample size
around 170 respondents are brushing their teeth one time.
Colgate is the preference of choice for their usage. They
purchase toothpaste based on the brand quality and price.
The decision they take for purchases are made by family
members. The respondents purchase toothpaste every
month. It is wondrous to say that the preference be given by
the respondents is for anticavity and they purchase the
toothpaste by getting the advices from the doctor. Based on
the study we conducted direct interview, we get surprising
information they say that instead of spending money with
dentist for toothaches they developed the habit of brushing
the teeth properly. And also to purchase the toothpaste
which includes their major satisfaction alone they buy.
Almost 70% of the respondents use Colgate paste more than
4 years. People who change their option are to make their
decision simply to try other option. Not advertisement
impact or friends or neighbors decision.
H1 – There is a relationship between customer profile and
buying behavior towards tooth paste brands.
Paper ID: ART20192924 DOI: 10.21275/ART20192924 1078
International Journal of Science and Research (IJSR)
ISSN: 2319-7064
Index Copernicus Value (2016): 79.57 | Impact Factor (2017): 7.296
Volume 7 Issue 11, November 2018
www.ijsr.net
Licensed Under Creative Commons Attribution CC BY
Table 2: Table showing customer age and buying behavior towards toothpaste brands
Age group Brand penchant towards tooth paste Total Chi square value Significance
Colgate Dabur, Patanjali Others
14.028 .000Less Than 20 10 8 5 23
21 TO 40 182 24 6 212
41 – 60 18 28 19 65
TOTAL 210 60 30 300
Source: Primary data
The above table clearly indicates the relationship between
customers age and brand preference towards tooth pastes.
Based on the chi square valuation the value is 14.028 at one
per cent significance and there is a significant association
between age and brand preference, results that the null
hypothesis states that there is no association between the age
group of customers and the brand preference of toothpastes.
We cannot say this age group of customers buys only this
toothpaste. The association is not there. Hence it is rejected.
Table 3: Factors influencing purchasing of branded
toothpastes
Serial No. Factors Total score Rank
1 Anticavity 3318 1
2 Whitening 2413 2
3 Herbal values 1862 4
4 Medicinal values 1996 3
5 Friends and neighbors suggestion 1400 5
6 Brand new 1225 6
7 Others 900 7
Source: Primary data
The above table clearly indicates the factors the respondents
decide the purchases of branded toothpastes. It shows that
anticavity toothpaste ranks first. Because, today people are
very cautious and they have proper awareness about the
usage of toothpastes. They give importance for keeping
themselves hygiene and careful about their health. Followed
by whitening, herbal values, medicinal values etc.
4. Conclusion
Today, new brand of toothpastes are being introduced by
major companies and every company is introducing new
brands with some added flavor for their own brands. It
states that they are the competitors for them. They don’t
want to compete with others. The ultimate object of
everybody is to attract customers and to satisfy the needs
and wants of them. The expectation for customers is in the
changing paradigm every day. At the same time the pricing
also they need to concentrate. In order to fulfill the
segments of community as lower class group, upper class
group and middle class group all branded toothpastes are
available with a minimum price of Rs. 10 and depending
upon the quantity the prices will increase. All the giants in
the industry are struggling daily in order to retain their own
customers because of the cut throat competition in the
market. They need creative ideas to satisfy the needs
because it is a fast moving consumer goods industry. The
study helps us to understand the likeliness of customers
towards the purchases of branded toothpastes.
References
[1] Hoyer, W.D. and Brown, S.P., (1990), “Effects of
Brand Awareness on Choice for a Common, Repeat
Purchase Product”, Journal of Consumer Research, 17:
pp.141-148.
[2] Assunçao, J.L. and Meyer, J.R., (1993), “The Rational
Effect of Price Promotions on Sales and Consumption”,
Management Science, 39(5): pp.517-535.
[3] Chernev, Alex, (1997), “The Effect of Common
Features on Brand Choice: Moderating Role of
Attribute Importance”, Journal of Consumer Research,
2(3): pp.304-311.
[4] Lin, C., (2009),”Segmenting Customer Brand
Preference, Demographic or Psychographic”, Journal of
Product and Brand Management, 11(4): pp.249-268.
Books
[5] Kathiresan Dr. radha, Marketing, edition 2000
[6] Dr. L. Natarajan, Marketing
[7] Rajan Nair, Sanjith R. Nair, Marketing Management
[8] Philip kotler, Marketing Management
[9] Joel R. Evans, Barry Berman, Marketing Management.
[10]P. Saravanavel and S. Sumathi, Advertising and
Salesmanship.
Paper ID: ART20192924 DOI: 10.21275/ART20192924 1079

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Customer Acuity towards the Practice of Branded Toothpastes–An Analytical Study

  • 1. International Journal of Science and Research (IJSR) ISSN: 2319-7064 Index Copernicus Value (2016): 79.57 | Impact Factor (2017): 7.296 Volume 7 Issue 11, November 2018 www.ijsr.net Licensed Under Creative Commons Attribution CC BY Customer Acuity towards the Practice of Branded Toothpastes–An Analytical Study Dr. N. Srividhya1 , Dr. C. Vijai2 Professor and Head, Department of Commerce, St.Peter’s Institute of Higher Education and Research, Avadi, Chennai Assistant Professor, Department of Commerce, St.Peter’s Institute of Higher Education and Research, Avadi, Chennai Abstract: In today’s scenario consumer is the king. Because, today’s business environment corporate is purely depends on the satisfaction of the consumers. For satisfying the consumers the firm should know the behavior of the consumers. It is very difficult task because of the changing technology, innovation, and changes in life style. The tastes and preferences of the consumers is changing day by day. We are not able to judge which factor influences the customer for the usage of a particular brand. Is it intrinsic or extrinsic factor? But these two factors absolutely determine the needs, taste and preferences of customers. It is difficult to classify consumers by conventional demographic factors and unless their thought process and buying behavior are fully understood, decisions on product designs and packaging, branding and distribution channels are likely to be misplaced. With the inevitability of change looming large over the horizon, Indian companies must learn from their western counterparts; not only to identify the sources, timing and direction of the changes likely to affect India, but also the new competencies and perspective that will enable them to respond to these changes, comprehensively and effectively. Descriptive research design was adopted and the data is collected through primary and secondary sources. The method adopted for conducting survey is questionnaire; Simple random sampling technique was adopted for selecting the consumers. Keywords: Customer perception, Toothpaste buying pattern, Toothpaste awareness. 1. Introduction Toothpaste is one of the daily necessities in our life. Basically, it is used to maintain the tooth health during tooth brushing. Also, it was developed with a lot functions, such as sensitive relief, whitening, help of bad breath, for the requirement of the specific customers. There are various companies producing toothpastes in current UK retail market. So designing a survey for toothpaste can help a company to dominate the market beyond the competitors. Also, this survey about the preference of purchasing toothpastes can be adopted as one of the companies’ reference for the products innovation and sales model choosing. 2. Review of Literature Brand Awareness “According to Rossiter and Prey (1987), brand awareness precedes all other steps in the buying process.” “A brand attitude cannot be performed, unless a consumer is aware of the brand. In memory theory, brand awareness is positioned as a vital first step in building the bundle of associations which are attached to the brand in memory. Gunderson hide and Olsson, (1996) In spite of numerous endeavours to quantify and clarify consumer satisfaction, there still does not seem, by all accounts, to be an accord with respect to its definition (Giese and cote, 2000) consumer satisfaction is topically characterized as a post utilization evaluative judgment concerning a particular item or administration. Oliver, (1980) It is the after-effect of an evaluative procedure that stands out pre-buy desires from impression of execution amid and after the utilization encounters. Shopping Motives Kotler and Armstrong (2001) sales Promotion to the sales of the individuals and households, “Who buy the goods and services for personal consumption. Consumers around the world are different in various factors such as age, income, Education level and preferences which may affect the way they avail of goods and services .This Behaviour then impacts how products and services are presented to the different consumer Markets.” Gabbott and Hogg, (1998) “In sales promotion tailor - made products can be made to enhance Customer value and thus facilitate repeat purchase.” Sunil duggal, (2007) “The toothpaste market is fiercely competitive but gaps and platforms are always available.” Family Influence Wilkie, and Lutz (2002); Moschis (1987) “A family exerts a complex influence on the behaviors of its members. Prior family influence research has focused on intergenerational rather than intergenerational influence in consumer renationalization. As has been compellingly demonstrated, parents influence children Yet, consumption domains clearly exist where sibling efforts may also be exerted.” Objectives of the Study 1) To hit upon the impact of consumer profile on buying towards toothpaste brands. 2) To look at the factors influencing buying towards a particular brand of toothpaste. 3) To explore the impact of psychological variables on buying behavior towards toothpaste brands. Paper ID: ART20192924 DOI: 10.21275/ART20192924 1077
  • 2. International Journal of Science and Research (IJSR) ISSN: 2319-7064 Index Copernicus Value (2016): 79.57 | Impact Factor (2017): 7.296 Volume 7 Issue 11, November 2018 www.ijsr.net Licensed Under Creative Commons Attribution CC BY Hypotheses of the Study H1-There is a relationship between consumer profile (age) and buying behavior (preference) towards toothpaste brands. H2-There is an association between consumer and factors influencing buying behavior. H3-There is relationship between brand preference and buying frequency towards toothpaste brands. Sampling Design Area of Study: The study was conducted to ascertain the perception of customers of Chennai City, towards the different brands of toothpaste. Sample Size The study was carried out through levels of the customers and the sample size was 300. Sources of Data The study used both primary data as well as secondary data. The data was collected from 300 consumers by questionnaire method. Statistical Tools Used Simple percentage analysis is used in the study for the purpose of analysis. Tools for Analysis: The Following statistical tools were used in this study.  Simple percentage Analysis  Chi-square Analysis.  Cross tabulation analysis 3. Analysis and Interpretation Table 1: Table showing Demographic profile and Data collection details S. No Status Number of Respondents Percentage I Demographic status Male 111 37 Female 189 63 II Age Less than 20 23 08 21 -40 212 71 41 -60 65 21 III Family type Joint 70 23 Nuclear 230 77 IV Educational qualification Illeterate 70 23 Ug and above 193 64 Professionally qualified 37 13 V Do you use toothpaste everyday Yes 300 100 VI How many times you use toothpaste a day? One time 170 57 Two times 90 30 More than two times 40 13 VII Which brand toothpaste you buy? Colgate 210 70 Dabur, patanjali 60 20 Others 30 10 VIII On what basis you purchase toothpaste? Brand image, price, quality 190 64 Family members decision 70 23 Traditional value 40 13 IX Which type of toothpaste you prefer? Anticavity toothpaste 210 70 Herbal, whitening, medicinal value 80 26 No choice(affordability) 10 04 X How often do you purchase toothpaste for your family? Every month 185 62 Once in two months 75 25 As and when required 40 13 XI How often have you been use this current tooth paste? Less than 1 years 20 07 2 – 4 years 60 20 4 years and above 220 73 XII Where do you get information about the toothpaste? Family and friends 90 30 Doctors, retail outlets, television 190 63 Others 20 07 XIII How frequently you change the toothpaste? Always 40 13 Occassionally 70 23 Sometimes 190 64 XIV For which reason you switch to other brand toothpaste? Advertisement impact 110 36 To try other option 170 56 Others(packaging, add on) 20 08 Source: Primary data The above table states that maximum numbers of respondents are female and the age category of the respondents belongs to 21-40. All the respondents are using toothpaste regularly. The educational qualification states that majority of the customers are having minimum graduation as their qualification. Among the sample size around 170 respondents are brushing their teeth one time. Colgate is the preference of choice for their usage. They purchase toothpaste based on the brand quality and price. The decision they take for purchases are made by family members. The respondents purchase toothpaste every month. It is wondrous to say that the preference be given by the respondents is for anticavity and they purchase the toothpaste by getting the advices from the doctor. Based on the study we conducted direct interview, we get surprising information they say that instead of spending money with dentist for toothaches they developed the habit of brushing the teeth properly. And also to purchase the toothpaste which includes their major satisfaction alone they buy. Almost 70% of the respondents use Colgate paste more than 4 years. People who change their option are to make their decision simply to try other option. Not advertisement impact or friends or neighbors decision. H1 – There is a relationship between customer profile and buying behavior towards tooth paste brands. Paper ID: ART20192924 DOI: 10.21275/ART20192924 1078
  • 3. International Journal of Science and Research (IJSR) ISSN: 2319-7064 Index Copernicus Value (2016): 79.57 | Impact Factor (2017): 7.296 Volume 7 Issue 11, November 2018 www.ijsr.net Licensed Under Creative Commons Attribution CC BY Table 2: Table showing customer age and buying behavior towards toothpaste brands Age group Brand penchant towards tooth paste Total Chi square value Significance Colgate Dabur, Patanjali Others 14.028 .000Less Than 20 10 8 5 23 21 TO 40 182 24 6 212 41 – 60 18 28 19 65 TOTAL 210 60 30 300 Source: Primary data The above table clearly indicates the relationship between customers age and brand preference towards tooth pastes. Based on the chi square valuation the value is 14.028 at one per cent significance and there is a significant association between age and brand preference, results that the null hypothesis states that there is no association between the age group of customers and the brand preference of toothpastes. We cannot say this age group of customers buys only this toothpaste. The association is not there. Hence it is rejected. Table 3: Factors influencing purchasing of branded toothpastes Serial No. Factors Total score Rank 1 Anticavity 3318 1 2 Whitening 2413 2 3 Herbal values 1862 4 4 Medicinal values 1996 3 5 Friends and neighbors suggestion 1400 5 6 Brand new 1225 6 7 Others 900 7 Source: Primary data The above table clearly indicates the factors the respondents decide the purchases of branded toothpastes. It shows that anticavity toothpaste ranks first. Because, today people are very cautious and they have proper awareness about the usage of toothpastes. They give importance for keeping themselves hygiene and careful about their health. Followed by whitening, herbal values, medicinal values etc. 4. Conclusion Today, new brand of toothpastes are being introduced by major companies and every company is introducing new brands with some added flavor for their own brands. It states that they are the competitors for them. They don’t want to compete with others. The ultimate object of everybody is to attract customers and to satisfy the needs and wants of them. The expectation for customers is in the changing paradigm every day. At the same time the pricing also they need to concentrate. In order to fulfill the segments of community as lower class group, upper class group and middle class group all branded toothpastes are available with a minimum price of Rs. 10 and depending upon the quantity the prices will increase. All the giants in the industry are struggling daily in order to retain their own customers because of the cut throat competition in the market. They need creative ideas to satisfy the needs because it is a fast moving consumer goods industry. The study helps us to understand the likeliness of customers towards the purchases of branded toothpastes. References [1] Hoyer, W.D. and Brown, S.P., (1990), “Effects of Brand Awareness on Choice for a Common, Repeat Purchase Product”, Journal of Consumer Research, 17: pp.141-148. [2] Assunçao, J.L. and Meyer, J.R., (1993), “The Rational Effect of Price Promotions on Sales and Consumption”, Management Science, 39(5): pp.517-535. [3] Chernev, Alex, (1997), “The Effect of Common Features on Brand Choice: Moderating Role of Attribute Importance”, Journal of Consumer Research, 2(3): pp.304-311. [4] Lin, C., (2009),”Segmenting Customer Brand Preference, Demographic or Psychographic”, Journal of Product and Brand Management, 11(4): pp.249-268. Books [5] Kathiresan Dr. radha, Marketing, edition 2000 [6] Dr. L. Natarajan, Marketing [7] Rajan Nair, Sanjith R. Nair, Marketing Management [8] Philip kotler, Marketing Management [9] Joel R. Evans, Barry Berman, Marketing Management. [10]P. Saravanavel and S. Sumathi, Advertising and Salesmanship. Paper ID: ART20192924 DOI: 10.21275/ART20192924 1079