Colgate Palmolive is one of the largest FMCG companies globally with a 44.7% market share in toothpaste. It operates across 6 continents with business segments including oral care, personal care, home care, and pet nutrition. The study aimed to understand factors influencing consumer behavior for Colgate toothpaste in India, particularly for their sensitive toothpaste product. Key findings from the questionnaire showed quality was the top purchase factor, professional advice the most important information source, and freshening breath and sensitivity relief the primary product attributes driving purchases.

1. COLGATE PALMOLIVE
LIMITED
One of largest FMCG company in
India
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2. ABOUT COLGATE PALMOLIVE LTD.
• Colgate is one of the world's largest consumer
products company by market share with commercial
presence in 6 continents.
• As of 2011, the company holds a staggering 44.7%
global market share under it’s flagship product
toothpaste.
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3. BUSINESS OVERVIEW
• Colgate has operations in North America, Latin
America, Europe/South Pacific, and Greater
Asia/Africa.
• The company divides its business into product
segments: Oral Care, Personal Care, Home Care, and
Pet Nutrition.
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4. OBJECTIVE
• To find factors which influence consumer behavior
while purchasing Colgate toothpaste.
• Also, to know the basic awareness that people have
about Colgate Sensitive toothpaste which caters to the
Niche segment.
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5. TARGET GROUP
(For Colgate toothpaste):
• Toward rural and urban consuming class.
(For all the age groups and SEC A, B and C).
(For Colgate Sensitive toothpaste):
• It caters to the Niche Segment and the age group of
20+ and SEC A and B.
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6. SOURCE OF DATA
• In our case, we have used primary data source.
(Questionnaire)
(Definition of primary data)
• Primary data means first hand data. The data which is
collected through: Observation, questionnaire,
interview, telephonic talk, etc. is called primary data.
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7. FINDINGS IN INDIAN MARKET
• On the basis of questionnaire we have analyzed the
responses received from consumers for Colgate
toothpaste and Colgate Sensitive toothpaste.
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8. SAMPLING PLAN
• The total set of observation of numerical
characteristics under study is called population.
• The size of population is 60 and they fall in the age
group of 20-55.
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9. SCOPE OF STUDY
• The study was pertaining to questions like purchasing
decision factors towards Colgate toothpaste and also
questions like, whether the consumer are concerned
about quality, price, availability, taste and brand
loyalty which helped us to determine consumer
behavior towards Colgate toothpaste.
• Also, the data study helped us in understanding
awareness of the Colgate Sensitive toothpaste on the
basis of questionnaire.
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10. COMPETITION
• Immense competition from organized as well as
unorganized players.
• HUL is the closet rival of Colgate with a share of
34% with its Pepsodent and Close-up gel (where it
has a lion’s share) brands.
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11. ANALYSIS OF QUESTIONNAIRE
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12. Q1. Which is your favorite brand of toothpaste?
Colgate has received the highest response of 65% which means that it’s the most
preferred brand by the people over Pepsodent and other toothpastes.
Others
3% Favorite Brand
of Toothpaste
Pepsodent
32%
Colgate
65%
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13. Q3. Which factors attract you during a purchase of a toothpaste?
Quality which is 60% is the major factor which attracts the consumers during the
purchase of a toothpaste.
Factors Attracting
Price During Purchase of
8% Toothpaste
Flavour
22%
Quality
Packaging 60%
10%
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14. Q8. Please rate the following sources of information in terms of importance when
purchasing Colgate toothpaste
Respondents have rated the professional advice as the highest with 26% which means
that it’s the most important source of information while purchasing Colgate toothpaste.
In-store
advertising
10% 11%
Advertisements seen
Professional advice outside of the shops
26%
Memories of
previous toothpaste
purchases
Friends or Family 11%
21%
Information on
packaging
15%
Staff
6%
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15. Q9. When purchasing Colgate toothpaste which two product attributes influence your
decision the most?
Respondents have rated the attributes - Freshening Breathe and For Sensitive teeth as
the highest with 14% each which means that these are the most important attributes
which influence the decision of people while purchasing Colgate toothpaste.
Price
Whitems Teeth 12%
13%
Familiar Brand
Freshens Breathe 11%
14%
Regular Type
For Sensitive Teeth
13%
14%
Gel
instead
of Paste
Packaging 10%
13%
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16. Most important attribute and second important attribute that influence decision while
purchase

17. Q10. If you ever had any sensitivity problem what steps did you take to overcome it?
50% of the respondents have never had sensitivity problem before and 42%
respondents who went through sensitivity problem visited the doctor for the same.
Others
8%
Doctor
42%
Never Had Problem
50%
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18. Q11. Are you aware about Colgate Sensitive toothpaste?
82% of the respondents are aware of the Colgate Sensitive toothpaste, which proves
that people are aware of this toothpaste however, it targets only niche segment.
Yes No
18%
82%
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19. Q12. How did you come to know about Colgate Sensitive toothpaste?
67% of the respondents came to know about the Colgate Sensitive toothpaste brand
through TV Advertisement.
From where you
Others came to know about
5% Colgate Sensitive
Newspaper toothpaste
10%
Word of Mouth
18%
TV Advertisement
67%
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20. Q13. Are you aware about the utility of Colgate Sensitive toothpaste?
63% of the respondents knew the utility of the Colgate Sensitive toothpaste that is it is
used for getting instant relief from the pain and the sensitivity of the gums and teeth.
Utility of Colgate
Sensitive
No
37%
Yes
63%
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21. Q14. Do you plan to purchase Colgate toothpaste in the future?
61% of the respondents agreed to purchase Colgate toothpaste in the near future which
states that Colgate is preferred by people more over other brands.
In Future do you
plan to purchase
May Be No Colgate
17% 22%
Yes
61%
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22. Q16. What kind of offers would most likely make you purchase another brand of
toothpaste?
40% of the respondents said “None of these” and 25% of the respondents replied “Buy
1 get 1 Free” are the offers which influence them to purchase another brand of
toothpaste.
Price Reduction
17%
Buy 1 get 1 Free
25%
Loyalty Points
18%
None of the above
40%
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23. CONCLUSION
• Colgate is a known product. It has huge awareness
and acceptance as compared to other brands.
• It has higher market share.
• However, Colgate Sensitive is also a known product
as many people are aware about it.
• However, It’s a niche segment product therefore not
used by everyone.
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24. Bina Bhatia (14)
Gaurav M. Advani (25)
Pankaj Chaturvedi (64)
Robin Dhan (80)
Sudha Gupta (101)
Vikram Singh (110)
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