Impact of brand perception on buying decision of Toothpaste

1. SYNOPSIS
“Impact of brand perception on buying decision of
Toothpaste”
MASTER OF BUSINESS ADMINISTRATION
2015-2017
Submitted to:
Guide: Co Guide:
Prof. S.P.Singh Dr. Vageesh Paliwal
Submitted by:
Sandeep Kumar
MBA IV semester
RN 22
FACULTY OF MANAGEMENT STUDIES
GURUKUL KANGRI VISHWAVIDYALAYA
HARIDWAR-249404

2. INTRODUCTION
Understanding the meaning of perception is imperative to every marketer
today as customer’s decision to purchase a product will be greatly influenced by how he/she
perceives the product quality. Product perception are not only affected by it quality but also
by the attributes the producer is able to invest to the product through advertising and
packaging of the product. Many a times, consumer products or services are found to be
competing against each other in the market place; this normally leads to problem of choice
for the consumers, who have to choose out of available alternative product.
However, the consumer decision will then be based on what the brand
stands for. The question arises from what factor(s) influence(s) the consumer to choose a
particular brand of product as at that time. Thus, there is need to study consumer brand
perception on the sales of goods and services and the effect of brand perception on
consumer’s purchasing behaviour. This is because many companies have failed either
because of their inadequate research on the impact of consumer’s brand perception or
because of their nonchalant attitude towards how consumer perceive their products. This
study will go in depth to survey the impact of consumer brand perception on buying
decision of toothpaste in Haridwar city. Consumers perception form an integral part of
consumers buying and it determines to a great extent the survival or failure of goods and
services. Therefore, brand perception cannot be viewed in isolation, but in relation to the
consumer buying behaviour.
The ever changing marketing scenario and heightened competition over the
globe has amplified the role of brand at unparalleled level. Every person is a consumer of a
different brand at a same time. The choice and usage of a particular brand by the consumer
over the time is affected by the quality benefits offered by the brand especially when it comes
to brand of health related. Consumer satisfaction is derived when he compares the actual
performance of the product with the performance of he expected out of the usage. Philip
Kotler (2008) observed that satisfaction is a person’s feeling of pressure or disappointment
resulting from product perceived performance (outcome) in relation to his or her
expectations. If the perceived benefits turned out to be almost same as expected, customer is
highly satisfied and that is how the company achieves loyalty of the customer towards the
products.

3. In Indian scenario, perceptions about a particular brand are important
because Indian customer rely on the perception of their near and dear once before actually
buying or using the product. The perceptions of the people around us affect our decision to
buy or not to buy the product. Perceptions are highly subjective and thus easily distorted. The
qualm of buying and not buying continues into the mind or the black box of the prospective
consumer unless his decision is not supported by many.
The toothpaste history in India can be tracked back from 1975. In the last few
decades the toothpaste industry in India has shown an impressive growth. Now it becomes
one of the country’s largest consumer markets. Day by day it is becoming very competitive.
Also day by day the user of toothpaste is growing at a very rapid pace. Advertising is the
only and most important promotional method followed by all toothpaste companies in India.
It is amazingly revealed that Indian toothpaste industries are being segmented not only on the
basis of prices and benefits but also it is characterized by heterogeneity in consumer’s
response to the marketing mix into more homogeneous submarkets.
OBJECTIVE OF THE STUDY
The study in hand is conducted keeping in view the following objectives:
 To study the brand perception of toothpaste of consumer.
 To study the buying decision of toothpaste of consumer.
 To study the impact of brand perception on buying decision of toothpaste.

4. LITERATURE REVIEW
 Gebreyonas,A.et.al (2005), Fresher breath is the most important product attribute
amongst Pietermaritzburg consumers. Marketing stimuli have very little or no impact on
the consumers surveyed. However availability of the toothpaste everywhere (place) was
considered to be relatively important compared to other marketing stimuli. The
significance tests done revealed demographic variables other than race have insignificant
impact on the choice and purchase of particular type of toothpaste. “A study of
consumer behaviour with a particular focus on the factors and attributes that
influence the choice of toothpaste in the Pietermaritzburg market” University of
KwaZulu-Natal (South Africa).
 Dani,V (2013), Brand image, advertising, and sales promotions play an important role in
purchasing toothpaste while helping the consumers in comparing with competitor product
and selecting the best one. Product attributes are also analysed by the consumer for
zeroing down on specific brand. Consumers switch from one product to other product
based on advertisement, brand name, packaging availability, and price changes etc.
“Buying behaviour of toothpaste in urban India: A study on Pune city” Pacific
Business review International Volume 5.
 Adedapo,O (2013), That brand perception affects the consumer purchasing behaviour.
That consumer’s attitude towards the perception of a brand of toothpaste is related to the
advertisement appeal. That price largely influences the attitude or behaviour of consumers
towards the purchase of a brand of toothpaste. That branding of a product helps in
motivating and capturing new customers. That branding of a product means a lot to the
consumers. “The effect of brand perception on consumer purchasing behaviour”
Seinajoki University of Applied Science.
 Khanna,R (2015), customer perception towards a brand is built largely on the
satisfactory value the users receives after paying for the products and benefits the users
looks for. “Customer perception towards brand: A study on Patanjali” Chandigarh
University, Global Journal of Management and Business Research: E Marketing, Volume
15.

5. SIGNIFICANCE OF THE STUDY
 The study is significant from both application perspective of management as well as
from an academic point of view.
 This study will help the researcher who wants to study, the impact of brand perception
on buying decision.
 This research will also help the Toothpaste industry to know about the consumer
buying behaviour and buying pattern of their product.
RESEARCH METHODOLOGY
 The study will be based on primary and secondary data.
 Sample size of the study is 100 respondents in Haridwar city.
 Samples are drawn through stratified random sampling technique.
 The data will be collected through questionnaire.
 Simple percentage test and chi square test will be used for data analysis.