A Project Report

On
"PEPSODENT TOOTHPASTE"
[A study on Consumer Buying Behaviour Analysis Towards
Various HUL Household Category FMCG Products]

Submitted for the partial fulfillment of the degree of Bachelor of

Business Administration.

Under Of Guidance Of Submitted By

Prof. Shree Bhagwat Harsh Shukla
{Professor} {Y21180518}

Department of Business Management

Dr. Hari Singh Gour Vishwavidhayalaya
Sagar {Madhya Pradesh}

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 PREFACE

I am pleased to present the project report "Pepsodent Toothpaste" (A study on

Consumer Buying Behaviour Analysis Towards Various HUL Household
Category FMCG Products) before my respected readers. It is a humble attempt
from my part to study about a study on Consumer Buying Behaviour Analysis
Towards Various HUL Household Category. This study deals with a number of
topics such as introduction of the company, consumer attitude and perception.
Language of the report is simple and lucid. Attempts have been made to arrange
the subject matter in a systematic and well style. Efforts have also been made to
deal with all topics precisely and gently.

Harsh Shukla
BBA 4TH SEMESTER
{Y21180518}

2
 ACKNOWLEDGEMENT

It is my proud privilege to release the feelings of my gratitude to several persons

who helped me directly or indirectly to conduct this Project work. I express my
heart full indebtedness and owe a deep sense of gratitude to my teacher and my
Project guide Prof. Shree Bhagwat, Professor, Dr. Hari Singh Gour Central
University Sagar (M.P.)
I am extremely thankful to the Head of the Department Professor Dr. Shree
Bhagwat and Faculties of Department of Business Management Dr. Hari Singh
Gour Central University Sager (M.P.). I am also extremely thankful to all those
persons who have positively helped me. I also thank all my friends who have more
or less contributed to the preparation of this Project Report. I will be always
indebted to them.

THANKING YOU

Harsh Shukla
BBA 4TH SEMESTER
{Y21180518}

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 CERTIFICATE

This is to certify that the project is titled "Pepsodent Toothpaste" A study on

Consumer Buying Behaviour Analysis Towards Various HUL Household
Category FMCG Products. This project is submitted by Harsh Shukla in partial
fulfillment of the degree of Bachelor of Business Administration .

He has completed his project under my supervision. His work is original,

satisfactory and is not submitted anywhere else for the award of any degree.

I hereby forward his project and wish him success and all the best for his future.

Signature of Supervisor Signature of the Examiner

Signature of Head Of Department

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 DECLARATION

I hereby declare that the project report titled “Pepsodent Toothpaste” submitted by
me to Dr.HariSingh Gour University, Sagar in partial fulfilment of the requirement
for the award of the degree of BBA, 2nd year 4th semester is a record of Seminar
and Term Paper project work carried out by me under the guidance of Prof. Shree
Bhagwat. I further declare that the work reported in this project has not been
submitted and will not be submitted, either in part or in full, for the award of any
other degree or diploma in this institute or any other institute or university.

DATE:
NAME: Harsh Shukla
(Y21180518)
BBA 4th semester

5
 TABLE OF CONTENT

S.no Name of the topic Page. no

1. Introduction To HUL 7-9

2. Pepsodent Toothpaste 10-13

3 SWOT Analysis 14-15

4 Consumer Buying Behavior 16-17

5 Objective Of the Study 18

6 Research Methodology 19

7 Data Analysis and Interpretation 20-36

8 Findings and Suggestions 37-38

9 Conclusion and Limitations 39-40

10. References and Annexure 41-45

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 INTRODUCTION TO HUL

Hindustan Unilever Limited (HUL) is a British-Dutch manufacturing company

headquartered in Mumbai, India. It is a subsidiary of Unilever, a British-Dutch
company. HUL was founded in 1933 as Lever Brothers India Limited and, in 1956,
became known as Hindustan Lever Limited, as a result of a merger between Lever
Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd.

HUL is one of the largest fast-moving consumer goods (FMCG) companies in

India. It has a wide range of products including personal care, home care, food and
beverages. Some of its popular brands include Lifebuoy, Dove, Lipton, Surf Excel,
and Lux. The company has a strong distribution network in India, with over 7,000
distributors and 1.6 million retail outlets. HUL is also committed to sustainability
and has various initiatives in place to reduce its environmental impact.

Hindustan Unilever Limited (HUL) is India’s largest fast moving consumer goods
company, touching the lives of two out of three Indians with over 20 distinct
categories in home & personal care products and food & beverages. They endow
the company with a scale of combined volumes of about 4 million tones and sales
of over Rs. 13,000 crores. HUL is also one of the country’s largest exporters; it has
been recognized as a Golden Super Star Trading House by the Government of
India. The Anglo-Dutch company Unilever owns a majority stake (52%) in
Hindustan Unilever Limited.

HUL is known for its strong brands, innovative products, and extensive
distribution network. The company has a customer-centric approach and is
committed to sustainability. HUL is also known for its employee-friendly policies
and has been recognized as one of the best employers in India.

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 HUL was formed in 1933 as Lever Brothers India Limited and came into being in
1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan
Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai,
India and has an employee strength of over 15,000 employees and contributes for
indirect employment of over 52,000 people. The company was renamed in June
2007 to Hindustan Unilever Limited´.

In 2007, Hindustan Unilever was rated as the most respected company in India for
the past 25 years by Business world, one of India leading business magazines. The
rating was based on a compilation of the magazines annual survey of India Most
Reputed Companies over the past 25 years. HUL is the market leader in Indian
consumer products with presence in over 20 consumer categories such as soaps,
tea, detergents and shampoos amongst others with over 700 million Indian
consumers using its products. It has over 35 brands. Sixteen of HUL brands
featured in the AC Nielsen Brand Equity list of 100 Most Trusted Brands Annual
Survey (2008).According to Brand Equity, HUL has the largest number of brands
in the Most Trusted Brands List. It’s a company that has consistently had the
largest number of brands in the Top 50 and in the Top 10 (with 4 brands).

Hindustan Unilever’s distribution covers over 1 million retails outlets across India
directly and its products are available in over 6.3 million outlets in India, i.e.,
nearly 80% of the retail outlets in India. It has 39 factories in the country. Two out
of three Indians use the company products and HUL products have the largest
consumer reach being available in over 80 per cent of consumer homes across
India. [citation needed] HUL was one of the eight Indian companies to be featured
on the Forbes list of Worlds Most Reputed companies in 2007.

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 MISSION , VISION AND VALUES OF HUL

MISSION : HUL's mission is to "add vitality to life" by meeting everyday needs

for nutrition, hygiene, and personal care with brands that help people feel good,
look good, and get more out of life. The company aims to achieve this mission
while also contributing to society and the environment.

VISION : HUL's vision is to be a sustainable business that creates long-term

value for its stakeholders. The company aims to achieve this by focusing on
innovation, growth, and sustainability. HUL is committed to delivering high-
quality products and services that meet the evolving needs of its customers. It also
aims to create a positive impact on society and the environment by reducing its
carbon footprint, conserving natural resources, and promoting social responsibility.

VALUES : HUL's values are centered around its purpose of adding vitality to life.
The company values include customer focus, respect for people, integrity, and
responsibility. HUL is committed to conducting business with honesty,
transparency, and fairness. It also strives to create an inclusive and diverse
workplace where employees can learn, grow, and contribute to the company's
success.

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 PEPSODENT TOOTHPASTE

Pepsodent is a brand of toothpaste that was first introduced in the United States in
1915. The brand was acquired by Unilever in 1944 and has since become a global
brand with a presence in over 50 countries. Pepsodent toothpaste is known for its
fluoride formula that helps to fight cavities and strengthen teeth. The toothpaste
also contains other ingredients such as mint and clove oil that help to freshen
breath and promote healthy gums.

Pepsodent offers a range of toothpaste products that cater to different needs. For
example, the Pepsodent Whitening toothpaste is formulated to help remove stains
and whiten teeth, while the Pepsodent Sensitive toothpaste is designed for people
with sensitive teeth. Additionally, Pepsodent has a range of kids' toothpaste
products that are specially formulated for children and come in fun flavors like
strawberry and bubble gum.

Pepsodent also offers a range of toothbrushes and mouthwashes. The toothbrushes

are designed with different bristle patterns and head shapes to cater to different oral
care needs. The mouthwashes are formulated to help fight bad breath and promote
healthy gums.

Overall, Pepsodent is a trusted brand that has been around for over 100 years and is
known for its quality and effectiveness in oral care.

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In addition to its toothpaste products, Pepsodent also offers a range of toothbrushes
and mouthwashes. The toothbrushes are designed with different bristle patterns and
head shapes to cater to different oral care needs. The mouthwashes are formulated
to help fight bad breath and promote healthy gums. Pepsodent is a trusted brand
that has been around for over 100 years and is known for its quality and
effectiveness in oral care.

Pepsodent is a popular toothpaste brand that is owned by HUL. The toothpaste is

known for its fluoride formula that helps to fight cavities and strengthen teeth.
Pepsodent also contains other ingredients such as mint and clove oil that help to
freshen breath and promote healthy gums. The brand has a range of toothpaste
products that cater to different needs, including whitening toothpaste, sensitive
toothpaste, and kids' toothpaste.

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 MISSION VISION AND VALUES OF PEPSODENT

Pepsodent is a brand of toothpaste that is owned by Unilever. While Pepsodent

does not have its own separate mission, vision, and values, it aligns with Unilever's
overall mission, vision, and values.

Unilever's mission is to make sustainable living commonplace. The company aims

to achieve this by delivering high-quality products and services that meet the needs
of its customers while reducing its environmental impact and promoting social
responsibility.

Unilever's vision is to be a leader in sustainable business practices. The company

aims to achieve this by focusing on innovation, growth, and sustainability.
Unilever is committed to delivering products and services that create long-term
value for its stakeholders while reducing its carbon footprint, conserving natural
resources, and promoting social responsibility.

Unilever's values include integrity, respect, responsibility, and pioneering. The

company is committed to conducting its business with integrity and respect for
people, the environment, and the communities in which it operates. Unilever also
takes responsibility for its actions and strives to be a pioneer in sustainable
business practices.

Pepsodent aligns with Unilever's mission, vision, and values by delivering high-
quality oral care products that are effective, sustainable, and socially responsible.

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 CHARACTERISTICS OF PEPSODENT TOOTHPASTE

a) Pepsodent paste is a toothpaste that helps to prevent cavities, plaque, and

gingivitis.

b) It also has a fresh minty flavor and leaves your mouth feeling clean and
refreshed.

c) Pepsodent paste is formulated with fluoride, which strengthens teeth and

helps prevent tooth decay.

d) It also contains triclosan, an antibacterial agent that helps to reduce plaque

and gingivitis.

e) Additionally, Pepsodent paste contains a blend of cleaning agents that work

together to remove surface stains and leave your teeth looking brighter and
whiter.

f) Pepsodent paste also contains a combination of ingredients that help to fight

bad breath and leave your mouth feeling fresh.

g) It is gentle on tooth enamel and is safe to use every day.

h) Pepsodent paste comes in a variety of flavors and formulations to meet the

needs of different users, including those with sensitive teeth or gums.

i) Pepsodent paste is widely available at many retailers and is an affordable

option for maintaining good oral hygiene.

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 SWOT ANALYSIS OF PEPSODENT TOOTHPASTE

SWOT analysis is a strategic planning tool that helps organizations identify their
strengths, weaknesses, opportunities, and threats. This analysis involves examining
the internal and external factors that can impact the organization's performance and
success. By identifying these factors, organizations can develop strategies to
capitalize on their strengths, address their weaknesses, take advantage of
opportunities, and mitigate potential threats.

HERE is the SWOT analysis of Pepsodent Toothpaste :

Strengths: Pepsodent toothpaste is a well-known brand that has been around for
many years. It contains fluoride, which is essential for maintaining good oral
health and preventing tooth decay. Pepsodent toothpaste is also available in a
variety of flavors and formulations, making it suitable for different users' needs.

Weaknesses: One potential weakness of Pepsodent toothpaste is that it may not be

as effective as other toothpaste brands in addressing specific dental issues, such as
sensitivity or gum disease. Additionally, some users may find the taste or texture of
Pepsodent toothpaste to be unappealing.

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Opportunities: Pepsodent toothpaste could potentially expand its product line to
include more specialized formulations for users with specific dental needs. It could
also explore new markets or partnerships to increase its reach and customer base.

Threats: Pepsodent toothpaste faces competition from other well-known

toothpaste brands, which could impact its market share and profitability.
Additionally, negative publicity or product recalls could damage the brand's
reputation and erode consumer trust.

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 Consumer Buying Behaviour

Consumer behaviour is the most focused area in every field of business as well as
services. Nowadays the key determinant factor for any business is to find out the
changing needs and preferences of consumers in today’s world. Many industries
are focussing and analysing the buying behaviour of consumers in their respective
markets and targets. The market is a place where buyers and sellers have
transaction for any purpose, where in the inevitable role is played by the
“Consumers”, because the purchase of any product wholly depends on the
purchasing behaviour of the consumer or the customer.

Consumer Behaviour is the behaviour that consumer display in scanning for

purchasing, using, evaluating and disposing of products and services that they
expect will satisfy their needs.There are environmental influences to Consumer
behaviour like social & personal factors. There are individual determinants to
consumer behaviour in the form of Personality, self-concept, motivation&
involvement, learning & memory and attitude of consumers.There have been social
scientists presenting their models for understanding the consumer behaviour
aspects. Massively the models talk about the stimuli & action matrix. In this era of
Consumerism & Demarketing the market has become further stiff. Consumerism is
a Social movement of citizens and Government to enhance the rights & powers of
buyers in relation to sellers.

It encompasses the evolving set of activities of Government, Businesses and

Independent Organisations that are designed to protect the rights of consumers.
Consumerism is concerned with protecting consumers from all Organisations with
which there is an exchange relationship. On the other hand demarketing influences
the consumption pattern among the consumers. There are consumer problems
associated with hospitals, libraries, schools, Police forces, and various govt.
agencies as well as with Business firms. Amidst all these unrest the businesses
need to flourish. The knowledge and investment of time in understanding the
evolving behaviour of consumer shall help the businesses to propound.

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This piece of literary work demonstrate the review of Consumer Behavior across
various industries, such as; FMCG Industry, Banking Industry, Hospitality
Industry etc. A new marketing strategy is seen to be formulated in every other
review of consumer behavior towards various industries considering their
respective measures of buying behavior towards their products or services. A
recommendary model pertaining to how the factors influence the consumer
behaviour has been formulated in this paper. This model is formulated on the basis
of the reviews and taking into consideration the factors influencing consumer
behaviour of today’s dynamic world.

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 Objective Of The Study

To find out the Consumer Buying Behavior Analysis Towards " Pepsodent
Toothpaste ”

 To find out the ingredients included in the Pepsodent toothpaste.

 To analyze the price of the Pepsodent toothpaste.
 To analyze the packaging of Pepsodent paste.
 To study the effectiveness or cleaning ability of the Pepsodent toothpaste.
 To analyze the durability of Pepsodent toothpaste.
 To analyze the flavour of Pepsodent toothpaste.

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 RESEARCH METHODOLOGY

Research Design :

Descriptive Research- Descriptive research design is a type of research design

that aims to systematically obtain information to describe a phenomenon, situation,
or population. More specifically, it helps answer the what, when, where, and how
questions regarding the research problem rather than the why. Quantitative
research- Quantitative research is the process of collecting and analyzing
numerical data. It can be used to find patterns and averages, make predictions, test
causal relationships, and generalize results to wider populations.

Sample Size : 53

Respondents Questionnaire Design : The research was done on the basis of a

structured questionnaire. The questionnaire is close ended 31 respondents were
questioned from Google Form

Data Collection :

Primary data is a type of data that is collected by researchers directly from main
sources through interviews, surveys, experiments, etc. Primary data are usually
collected from the source—where the data originally originates from and are
regarded as the best kind of data in research.

Secondary data (also known as second-party data) refers to any dataset collected
by any person other than the one using it.

Data was collected through " SURVEY " using a structured questionnaire through
which the research was able to get an insight in to the consumer buying behaviour.

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 DATA ANALYSIS AND INTERPRETATION

Introduction : The data collected has to be properly tabulated for the purpose of
analysis and interpretation. The data collected using customer survey has been
analyzed and studied.

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 Findings and Suggestions

On The basis of the different factors affecting Customers Buying Behaviour

findings are as follows –

 From the research it is founded that both genders male as well as females uses the
Pepsodent toothpaste as 49.1% are females who are using the paste and 50.9% are males.
They are almost equal in ratio.

 Peoples are more aware about pepsodent via TV ads and by seeing its presence on social
media.

 The Pepsodent toothpaste have the very good brand image as 45.3% people said that it is
excellent and approx 40% voted it as it is having good brand image.

 The quality of the paste is really very best as many peoples (approx 43%) uses it by
seeing its quality only theyu are more influenced by the quality of paste.

 The main feature of Pepsodent Toothpaste that attracted more of its users is that it fights
with bad germs and provide intense cooling.

 The paste is available on both the online mediums as well as on many retail stores.

 The quality and the pricing of the Pepsodent Toothpaste is very satisfactory and they are
offering the good and safe packaging.

 People believes that the Colgate and some paste of Patanjali are the major competitors of
Pepsodent.

Overall, Pepsodent is a popular toothpaste brand that is owned by HUL. The toothpaste is known
for its fluoride formula that helps to fight cavities and strengthen teeth. Pepsodent also contains
other ingredients such as mint and clove oil that help to freshen breath and promote healthy
gums. The brand has a range of toothpaste products that cater to different needs, including
whitening toothpaste, sensitive toothpaste, and kids' toothpaste.

37
 Suggestion

On the basis of the survey, the following suggestions are being made. HUL should
think upon implementing the following points in order to improve the overall
Quality of Pepsodent Soap and therefore increase its sales –

 Advertisement and Mouth Publicity are the main source of creating

awareness about Pepsodent Toothpaste so company should focus more on
other factors like Digital Marketing to make people more aware about the
product.

 While asking about the price majority of the people agreed that they are
satisfied with the pricing of Pepsodent Toothpaste while others still disagree
so the company should focus on cutting the cost and making it easy for
every type of household to use.

 Provide sampling opportunities for Pepsodent Toothpaste to encourage more

people to try and then buy the paste.

 Offer bundle deals or discounts on the paste to attract more customers and
increase sales.

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 LIMITATIONS OF THE STUDY

 The present research is restricted to the Sagar and Damoh City mainly.

 The sample size taken is only 40 and as such is very small as Compare to the
universe, this is due to the constraints of time and Effort, and as such may
not be enough to generalize to the entire Population, however it is presumed
that the sample represents the Universe.

 Respondents might have responded with the actual feelings of facts while
giving responses to the questionnaire.

 Time being a limiting factor was not sufficient to gather opinions from
Majority of the respondents, who form part of the universal sample.

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 Conclusion

In conclusion, the project file on Pepsodent Toothpaste provides comprehensive

information and analysis on various aspects of the product. Throughout the project,
key areas such as the Consumers Buying Behavior , Marketing and other areas are
analysed.

The Main point is some consumers are dissatisfied as they believes that the product
cause the bad breath and some are likely to shift to other product. So the company
have to work on that in order to solve and address all these issues and ultimately to
increase their customers and profitability also.

Overall, the Pepsodent Toothpaste project file offers a comprehensive overview of

the product, ingredient analysis, manufacturing insights, marketing strategies, and
consumer feedback. It serves as a valuable resource for anyone interested in
understanding the unique qualities and success of Pepsodent Paste in the market.

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 REFERENCES

 hul.co.in
 https://careers.unilever.com
 https://www.pepsodent.in
 https://www.scribd.com
 https://www.hul.co.in
 https://images.app.goo.gl/GaS5r2vDZVfD6kvq6
 https://www.google.com/url?sa=t&source=web&rct=j&opi=89978449&url=
https://en.m.wikipedia.org/wiki/Hindustan_Unilever&ved=2ahUKEwji5ZT-
_KuAAxX9dmwGHWJcCggQFnoECA4QAQ&usg=AOvVaw0u7Q9oZL--
MleaM4vywrDS

41
 ANNEXURE

This survey is conducted for the partial fulfilment of the degree BBA (HONS). The
data collected using the survey will be with Dr. Harisingh Gour University, Sagar
(M.P.) and will not be misused in any malicious senses.

Personal Details :

NAME ____________

AGE ____________

GENDER ____________

OCCUPATION ___________

QUESTIONS :

1. How did you come to know about the Pepsodent Toothpaste?

i) Through TV Ads
ii) Through Newspaper Ads
iii) Through Social Media
iv) Through Word of Mouth by family / Others

2. What do you want to say about the brand Pepsodent?

i) Excelent
ii) Good
iii) Average
iv) Bad

3. What do you think about the tagline of the Pepsodent?

i) Appealing/Attractive
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 ii) Simple
iii) Distinctive
iv) Bad

4. What is the main feature of the paste that influenced you to purchase it?

i) Quality
ii) Pricing
iii) Brand Image
iv) Advertsing

5. What is the preferable mode of purchase?

i) Online
ii) Offline via many stores
iii) Both

6. Which packaging of pepsodent toothpaste do you prefer?

i) Small Pack (10gram - 100gram)

ii) Large Pack (Above - 100gram)
iii) Both

7. How frequently do you use Pepsodent Toothpaste?

i) Daily
ii) 2 Times a Day
iii) More then 2 Times
iv) Randomly

8. How likely are you to switch to other brands?

i) Unlikely
ii) Neutral
iii) Likely
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 iv) Very Likely

9. The quality of pepsodent is satisfactory.

i) Strongly Agree
ii) Agree
iii) Disagree
iv) Strongly Disagree

10.The pricing of Pepsodent toothpaste with respect to the quality and quantity
provided is satisfactory.

i) Strongly Agree
ii) Agree
iii) Disagree
iv) Strongly Disagree

11.The packaging of the paste is satisfactory.

i) Strongly Agree
ii) Agree
iii) Disagree
iv) Strongly Disagree

12.The pepsodent toothpaste fufills all the promises it does to its customers.

i) Strongly Agree
ii) Agree
iii) Disagree
iv) Strongly Disagree

13.The paste is recommendable.

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 i) Yes
ii) No
iii) May be

14.Which brand according to you is the main competitor of Pepsodent

Toothpaste?

i) Colgate
ii) Patanjali
iii) Close-up
iv) Oral-B

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