Marketing Analysis & Research On Brand Preference for Toothpaste

Complied By: Shivani Seth Ananya Bagchi Rahi Prasad Rajat Ranta Shadman Tauheed Ishit Mathur

TOOTHPASTE INDUSTRY
The toothpaste history in India can be tracked back from 1975 with 1200 tones of toothpaste produced by the toothpaste industry. Prior to the toothpastes Oral Hygiene was the domain of local home made powders and ayurvedh practitioners. With the entry of Colgate in Indian marketplace the awareness about oral care and the importance of oral care has increased. In recent years the Industry has shown impressive growth rate of 18.6% .

TOOTHPASTE INDUSTRY
The growth in the Urban market has been largely by the Gel Segment. Presently, a large chunk of the Market is still held by Colgate. The major players in the toothpaste Industry being Colgate Palmolive and Hindustan Lever Limited and several minor players like Balsara hygiene, Dabur etc.

Research Problem
To study the consumer behavior regarding brand preference with respect to toothpastes.

Objectives of Research
To know the most popular brand of toothpaste among the customers To know how much satisfied they are with the various attributes of the toothpaste they use to brush their teeth To know how do they make purchase decision What are the various ingredients preferred by the customers in their toothpaste? Where do the customers mostly purchase their toothpaste from? Does the price of the toothpaste they purchase have any role in affecting the choice of the brand To analyze the data thus obtained from the responses.

About The Research

Research and Analysis is based on a sample size of 377. Research based on primary data collected by means of a questionnaire. Research Design : Descriptive Cross Sectional Analysis

Findings

How important is Oral Hygiene to you?

Surprisingly only 50% of the total sample responded that Oral Hygiene is important to them. About 5% people even stated it is highly unimportant.

How often do you brush your teeth?

No of times Once a day Twice a day More than two times Whenever I feel like Percentage 56.23 46.42 0.531 2.387

According to most dentists and professionals one must must brush his/her teeth twice a day in order to maintain a good oral hygeine. But according to our research only 46% of the respondents brush their teeth twice a day.

Which brand of toothpaste people use?

250 211 200 150 100 50 0 91 55 14 25 24

12

Respondent

Where do people usually buy toothpaste from?

Respondent 212

140

52 26

Drug Store

Grocery Store

Discount Store

Super Market

Level of satisfaction with different attributes of toothpaste

The attribute on which toothpaste manufacturing firms need to work is teeth whitening as people have shown less level of satisfaction with it. Only 62 out of 377 are highly satisfied with their toothpaste ability to whiten their teeth. Respondents have shown satisfaction with the taste of their toothpaste to the extent of 311 out of 377.

Price Elasticity of Toothpaste

71% of the respondents will still buy their toothpaste even if the price is increased. This shows that the demand for toothpaste is fairly inelastic. Also there is brand loyalty among toothpaste users towards their brand.

Toothpaste for Kids

Only 25% of the respondent will buy a different brand of toothpaste for their kids and rest will not. Not lot of potential in this niche segment as people are not much interested.

Motivational Factors that lead to purchase of toothpaste on stimulus

1. When on offer or price is reduced : Only 14 % of the respondents will be motivated to purchase, rest will not. 2. Recommendation of a particular toothpaste : 62 out of 377 i.e. 16% of the respondent will go on to purchase a toothpaste recommended by others.

Motivational Factors that lead to purchase of toothpaste on stimulus

3. See an advertisement for toothpaste: 102 out of 377 i.e. 27% of the respondent will feel the need to buy a toothpaste after seeing an advertisement. 4. Professional recommendation of a toothpaste: 203 out of 377 i.e. 53% of the respondent will buy a toothpaste which has been recommended by a professional doctor or a dentist. This is why we see a lot of dentist in T.V. ads of toothpaste nowadays, each recommending to buy a certain brand.

Importance of information while purchasing a toothpaste

Not much importance to the information listed outside of the shop in the form of an advertisement. Memories of the previous toothpaste plays somewhat important role in purchasing a new toothpaste. Information on the pack of toothpaste also plays a important role according to the respondents.

Importance of information while purchasing a toothpaste

Respondents have a neutral behavior towards the information given by staff while purchasing a toothpaste. Respondent consider some information shared by their family and friends towards a certain brand of toothpaste. Again information given by professionals are considered highly important while purchasing a toothpaste.

What do people consider results in healthier teeth? 1.The number of times you brush your teeth. or 2.The manner or thoroughness in which one brushes teeth.

What do people consider results in healthier teeth?

283 out of 377 i.e. 75% of the respondent feel that its the way in which you brush your teeth results in healthier teeth. And only 122 i.e. 32% of the respondent feel its the number of time you brush your teeth results into healthier teeth.

Side effects of using a particular brand

21 out of 377 of the respondent i.e. 5% said that they had some kind of side effects from using a particular brand. Considering the sample size of 377 the figure of 21 is still large in such case of side effects.

Cross Tabulation

Which brand of toothpaste you use? Colgate * If the price of your current toothpaste brand gets increased will you still purchase it?
Crosstab Count If the price of your current toothpaste brand gets increased will you still purchase it? yes Which brand of toothpaste you use? - Colgate Total yes no 138 129 267 no 73 37 110 211 166 377 Total

Which brand of toothpaste you use? Pepsodent * If the price of your current toothpaste brand gets increased will you still purchase it?
Crosstab Count If the price of your current toothpaste brand gets increased will you still purchase it? yes Which brand of toothpaste you use? - Pepsodent Total yes no 58 209 267 no 34 76 110 92 285 377 Total

Which brand of toothpaste you use? Colgate * Indicate the level of satisfaction with current choice of brand according to attributes- cavity prevention
Crosstab Count Indicate the level of satisfaction with current choice of brand according to attributes- cavity prevention highly satisfied satisfied somewhat satisfied Which brand of toothpaste you use? - Colgate Total yes no 71 45 116 100 83 183 15 14 29 17 24 41 neutral

Continued
Crosstab Count Indicate the level of satisfaction with current choice of brand according to attributes- cavity prevention somewhat dissatisfied Which brand of toothpaste you yes use? - Colgate Total no 4 0 4 1 0 1 3 0 3 211 166 377 dissatisfied highly dissatisfied Total

Which brand of toothpaste you use? Colgate * Indicate the level of satisfaction with current choice of brand according to attributes- taste
Crosstab Count Indicate the level of satisfaction with current choice of brand according to attributes- taste highly satisfied satisfied somewhat satisfied Which brand of toothpaste you use? - Colgate Total yes no 53 45 98 133 80 213 12 29 41 12 8 20 neutral

Continued

Crosstab Count Indicate the level of satisfaction with current choice of brand according to attributes- taste somewhat dissatisfied Which brand of toothpaste you yes use? - Colgate Total no 0 2 2 1 0 1 0 2 2 211 166 377 dissatisfied highly dissatisfied Total

Which brand of toothpaste you use? Colgate * Indicate the level of satisfaction with current choice of brand according to attributes- teeth whitening
Crosstab Count Indicate the level of satisfaction with current choice of brand according to attributes- teeth whitening highly satisfied satisfied somewhat satisfied Which brand of toothpaste you use? - Colgate Total yes no 47 15 62 81 86 167 43 36 79 36 24 60 neutral

Continued

Crosstab Count Indicate the level of satisfaction with current choice of brand according to attributes- teeth whitening somewhat dissatisfied Which brand of toothpaste you yes use? - Colgate Total no 4 0 4 0 2 2 0 3 3 211 166 377 dissatisfied highly dissatisfied Total

Which brand of toothpaste you use? Colgate * Indicate the level of satisfaction with current choice of brand according to attributes- breath freshening
Crosstab Count Indicate the level of satisfaction with current choice of brand according to attributes- breath freshening highly satisfied satisfied somewhat satisfied Which brand of toothpaste you use? - Colgate Total yes no 58 46 104 91 81 172 42 27 69 15 7 22 neutral

Continued
Crosstab Count Indicate the level of satisfaction with current choice of brand according to attributesbreath freshening somewhat dissatisfied Which brand of toothpaste you use? - Colgate Total yes no 4 1 5 1 4 5 211 166 377 highly dissatisfied Total

Which brand of toothpaste you use? Colgate * Indicate the level of satisfaction with current choice of brand according to attributes- value of money
Crosstab Count Indicate the level of satisfaction with current choice of brand according to attributes- value of money highly satisfied satisfied somewhat satisfied Which brand of toothpaste you use? - Colgate Total yes no 48 33 81 101 80 181 30 18 48 27 32 59 neutral

Continued
Crosstab Count Indicate the level of satisfaction with current choice of brand according to attributes- value of money somewhat dissatisfied Which brand of toothpaste you yes use? - Colgate Total no 2 1 3 3 0 3 0 2 2 211 166 377 dissatisfied highly dissatisfied Total

Which brand of toothpaste you use? Colgate * Indicate the level of satisfaction with current choice of brand according to attributes- quality
Crosstab Count Indicate the level of satisfaction with current choice of brand according to attributes- quality highly satisfied satisfied somewhat satisfied Which brand of toothpaste you use? - Colgate Total yes no 58 50 108 89 89 178 40 13 53 21 12 33 neutral

Continued
Crosstab Count Indicate the level of satisfaction with current choice of brand according to attributes- quality somewhat dissatisfied Which brand of toothpaste you use? - yes Colgate Total no 3 0 3 0 2 2 211 166 377 dissatisfied Total