8/13/2019 Colgate Superb
1/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
INTRODUCTION
Oral Care
The oral care market can be segregated into toothpaste (60%), toothpowder (23%) andtoothbrushes (17%) !hile 60% o" toothpaste is sold on the "amil# plat"orm, around 3$% is soldon cosmetic propositions n the other hand, while toothpowder accounts "or $2% o" the market,red toothpowder accounts "or &0% and black toothpowder accounts '% The penetration leel o"toothpastepowder in urban areas is 3* that in the rural areas Traditional materials such as neemand tobacco are popular "or cleaning in the rural areas, +reuenc# o" usage "or toothpaste is onl#
1$ times among other consumers, compared with 2 times in the deeloped world -er capitaconsumption o" toothpaste is onl# 70 gm compared with 300 gm in .urope and 1$0 gm inThailand/ien the low per capita consumption and penetration rates, toothpaste demand is mainl# beingdrien b# the oerall market growth o" '10% The rural segment is also driing toothpowdergrowth
Indian Oral Care Market
an# people in ndia still clean their teeth with traditional products like 4eemtwigs, salt, ash, tobacco or other herbal ingredients
5erage all ndia per capita consumption o" toothpaste is a dismal '2gms
The dentist to population ratio is a criticall# low 13$000 in the countr# Thisresults in low oral h#giene consciousness and widespread dental diseases
ess than 1$% o" the ndian toothpaste users brush twice a da#
The toothpaste market grew at a 85/9 o" 7'% between 1::$2000 ;ut in 2001 the marketgrew b# onl# &%
8olgate and abur are the leading pla#ers sharing between them7$% o" the market
ABEDA INAMDAR SENIOR COLEGE Page 1
8/13/2019 Colgate Superb
2/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
-enetration o" toothpowder in the urban areas has been declining, as more andmore consumers switch "rom powders to paste
;rand lo#alt# is uite high "or toothpastes, but is e?tremel# low "or toothbrushes
10 #ears ago the most e?pensie toothbrush was priced at 9s& Toda# one canalso bu# a toothbrush priced at 9s:::@
ABEDA INAMDAR SENIOR COLEGE Page 2
8/13/2019 Colgate Superb
3/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
OBJECTIVE AND SCOPE
Title of the Project
n toda#As world customer is the ke# o" the success o" an# business Bo, 8ustomer behaior andits satis"action leel pla# a ke# role in the sale o" the product ThatAs wh# we decided to keep theproCect title related to this ke# "actor called DStd! on con"#er $!in% $eha&ior and"ati"faction le&el for Col%ate Tooth'a"te" (ith reference to Pne Cit!)*
ain purpose o" the stud# was to know the customer bu#ing behaior and demand into theminds o" customers o" -une cit# because alwa#s customers sa# something and do something 5tthe same time as there are man# companies competing "or the same, that the customer is made tothink about what, how, and "or whom to purchase the -roduct
Therefore, reear!h " re#$"re% &o 'ea$re (ree)& !o)$'er *$+")g*eha"or a& &he ($r!hae of Co-ga&e &oo&h(a&e. So &he reear!her (ro*-e'" &o "%e)&"f+ /ha& are &he !r"&er"a &ha& (ro(e!&"e !$&o'er &a0e ")&o!o)"%era&"o) *efore *$+")g &he 'o&or!+!-e. A-o af&er ($r!ha")g, are &he!$&o'er *e")g a&"f"e% or )o&
ABEDA INAMDAR SENIOR COLEGE Page
8/13/2019 Colgate Superb
4/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
OBJECTIVE O+ T,E STUD-
To know market position o" 8olgate toothpastes
To know consumer behaior "or the purchase o" toothpastes
To identi"# the "actor which in"luences on consumer decision
To "ind the most use"ul medium in the selling o" toothpastes
To stud# the satis"action leel o" consumers
denti"#ing possible areas o" mproement
ABEDA INAMDAR SENIOR COLEGE Page 3
8/13/2019 Colgate Superb
5/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
SCOPE O+ T,E STUD-
,o( ,#an" Think. +eel. and Act in the Market'lace
5t this er# minute, thousands o" marketers are pitching their products to millions o" consumersaround the world +rom call centers and in mall stores, on e;a# and in media placements, inblogs, and through popups and podcasts
8/13/2019 Colgate Superb
6/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
/IMITATIONS O+ T,E STUD-
9esearch work was carried out in 8amp 5rea o" -une cit# o" aharashtra onl# so the "indingsma# not be applicable to the other parts o" the countr# because o" social and cultural di""erences
The sample was collected using coneniencesampling techniues 5s such result ma# notgie an e?act representation o" the population
Bhortage o" time is also reason "or incomprehensieness
The iews o" the people are biased there"ore it ma# not be re"lecting true picture
ABEDA INAMDAR SENIOR COLEGE Page 5
8/13/2019 Colgate Superb
7/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
OR0ANISATIONA/ PRO+I/E
COMPAN- PRO+I/E
,ISTOR- IN VIE1 O+ T,E CEO O+ CO/0ATE 2 Mr* IAN COO3
It4" #! 'lea"re to (elco#e !o to the (orld of Col%ate5Pal#oli&e*The small soap and
candle business that !illiam 8olgate began in 4ew Hork 8it# earl# in the 1:th centur# is now,
more than 200 #ears later, a trul# global compan# sering hundreds o" millions o" consumers
worldwide
ur 200#ear histor# re"lects the strength and innoation that 8olgate people hae used to
constantl# trans"orm our 8ompan# and identi"# new opportunities !ith global brands sold in
oer 200 countriesI 8olgate, ennen, -almolie, 5Ca?, Bo"tsoap, and
8/13/2019 Colgate Superb
8/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
5s a leading consumer products compan# we are also deepl# committed to adancing
technolog# which can address changing consumer needs throughout the world n "act, our goal
is to use our technolog# to create products that will continue to improe the ualit# o" li"e "or our
consumers whereer the# lie
5s a success"ul business, we are "ocused on achieing the consistent growth reuired to continue
our global success and to make us an een stronger compan# !e beliee this is the best wa# to
bene"it our consumers, our people and our shareholders
K.95
8/13/2019 Colgate Superb
9/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
8olgate-almolie has long been in "ierce competition with -rocter M /amble, the worldJslargest soap and detergentmaker -M/ introduced its Tidelaundr# detergentshortl# a"ter !orld!ar , and thousands o" consumers turned "rom 8olgateJs soaps to the new product 8olgate lostits number one place in the toothpaste market when -M/ started putting "luoride in itstoothpaste n the beginning o" teleision, L8olgate-almolieL wished to compete with -rocter
M /ambleas a sponsor o"soap operas 5lthough the compan# sponsored man# shows in part,the# "ull# sponsored the serial The Doctors
/eorge #namo, 5rctic -ower, 5;8, 8old-ower and +resh Btart, as well as the license o" the 5Ca? brand "or laundr# detergents in the QB,8anada and -uerto 9ico, to -hoeni? ;rands, 8 as part o" their plan to "ocus on their highermargin oral, personal, and pet care productsN6O
n 2006, 8olgate-almolie announced the intended acuisition o" TomJs o" aine, a leadingmaker o" natural toothpaste, "or QB S100 million TomJs o" aine was "ounded b# Tom 8happellin 1:70
Toda#, 8olgate has numerous subsidiar# organisations spanning 200 countries, but it is publicl#listed in onl# two, the Qnited Btatesand ndia
n Pune 2007, counter"eit 8olgate toothpaste imported "rom 8hinawas "ound to be contaminatedwith dieth#lene gl#col, and seeral people in eastern QB reported e?periencing headachesandpain a"ter using the productN7O The tainted products can be identi"ied b# the claim to bemanu"actured in Bouth 5"rica b# 8olgate-almolie Bouth 5"rica T>, the# are $o=100mltubes (a si=e which 8olgate does not sell in the Qnited Btates) and the tubespackaging containnumerous misspellings on their labels 8olgate-almolie claims that the# do not import their
products "rom Bouth 5"rica into the Qnited Btates or 8anada and that >./ is neer and wasneer used in an# o" their products an#where in the world The counter"eitproducts were "oundin smaller Lmom and popL stores, dollar stores and discount stores in at least "our states
Edcational and co##nit! in&ol&e#ent
ABEDA INAMDAR SENIOR COLEGE Page 8
http://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Soaphttp://en.wikipedia.org/wiki/Detergenthttp://en.wikipedia.org/wiki/Tide_(brand)http://en.wikipedia.org/wiki/Laundry_detergenthttp://en.wikipedia.org/wiki/World_War_IIhttp://en.wikipedia.org/wiki/World_War_IIhttp://en.wikipedia.org/wiki/Toothpastehttp://en.wikipedia.org/wiki/Fluoridehttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Soap_operahttp://en.wikipedia.org/wiki/The_Doctors_(1963_TV_series)http://en.wikipedia.org/wiki/The_Doctors_(1963_TV_series)http://en.wikipedia.org/wiki/George_Henry_Leschhttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Chairman_of_the_boardhttp://en.wikipedia.org/wiki/Colgate-Palmolive#cite_note-5http://en.wikipedia.org/wiki/Colgate-Palmolive#cite_note-5http://en.wikipedia.org/wiki/Tom's_of_Mainehttp://en.wikipedia.org/wiki/Tom_Chappellhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Diethylene_glycolhttp://en.wikipedia.org/wiki/Headacheshttp://en.wikipedia.org/wiki/Painhttp://en.wikipedia.org/wiki/Colgate-Palmolive#cite_note-6http://en.wikipedia.org/wiki/South_Africahttp://en.wikipedia.org/wiki/Counterfeithttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Soaphttp://en.wikipedia.org/wiki/Detergenthttp://en.wikipedia.org/wiki/Tide_(brand)http://en.wikipedia.org/wiki/Laundry_detergenthttp://en.wikipedia.org/wiki/World_War_IIhttp://en.wikipedia.org/wiki/World_War_IIhttp://en.wikipedia.org/wiki/Toothpastehttp://en.wikipedia.org/wiki/Fluoridehttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Soap_operahttp://en.wikipedia.org/wiki/The_Doctors_(1963_TV_series)http://en.wikipedia.org/wiki/George_Henry_Leschhttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Chairman_of_the_boardhttp://en.wikipedia.org/wiki/Colgate-Palmolive#cite_note-5http://en.wikipedia.org/wiki/Tom's_of_Mainehttp://en.wikipedia.org/wiki/Tom_Chappellhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Diethylene_glycolhttp://en.wikipedia.org/wiki/Headacheshttp://en.wikipedia.org/wiki/Painhttp://en.wikipedia.org/wiki/Colgate-Palmolive#cite_note-6http://en.wikipedia.org/wiki/South_Africahttp://en.wikipedia.org/wiki/Counterfeit8/13/2019 Colgate Superb
10/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
n 1':0, adison Qniersit# in 4ew Hork Btate was renamed 8olgate Qniersit#in honor o"the 8olgate "amil# "ollowing decades o" "inancial support and inolement N:O
The 8olgate-almolie 8ompan# has sponsored a nonpro"ittrack meet open to women o" allages This eent is called the 8olgate !omenJs /amesThe 8olgate !omenJs /ames is the
nationJs largest amateur track series open to all girls "rom elementar# school through college
8/13/2019 Colgate Superb
11/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
8olgate >ental 8ream
8olgate a? +resh
8olgate 5ctie Balt
ABEDA INAMDAR SENIOR COLEGE Page 11
http://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/DentalCream.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/ColgateMaxFreshGel/HomePage.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/ColgateActiveSalt.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/DentalCream.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/ColgateMaxFreshGel/HomePage.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/ColgateActiveSalt.cvsp8/13/2019 Colgate Superb
12/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
8olgate Total 12
8olgate Bensitie
8olgate Rids
ABEDA INAMDAR SENIOR COLEGE Page 12
http://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/Total12.cvsphttp://www.colgate.co.in/app/ColgateSensitiveNew/IN/Colgate-Sensitive-Toothpaste.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/KidsToothPaste.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/Total12.cvsphttp://www.colgate.co.in/app/ColgateSensitiveNew/IN/Colgate-Sensitive-Toothpaste.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/KidsToothPaste.cvsp8/13/2019 Colgate Superb
13/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
8olgate
8/13/2019 Colgate Superb
14/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
8olgate +resh .nerg# /el
8olgate a?white
ABEDA INAMDAR SENIOR COLEGE Page 13
http://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/FreshEnergyGel.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/ColgateMaxwhite.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/FreshEnergyGel.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/ColgateMaxwhite.cvsp8/13/2019 Colgate Superb
15/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
Tooth$r"he"
8olgate assager
8olgate 4aigator -lus
ABEDA INAMDAR SENIOR COLEGE Page 14
http://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/ColgateMassager.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/NavigatorPlus.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/ColgateMassager.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/NavigatorPlus.cvsp8/13/2019 Colgate Superb
16/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
8olgate 360 5cti+le?
8olgate .?tra 8lean
ABEDA INAMDAR SENIOR COLEGE Page 15
http://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/Colgate360Actiflex.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/ExtraClean.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/Colgate360Actiflex.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/ExtraClean.cvsp8/13/2019 Colgate Superb
17/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
8olgate .?tra 8lean /um 8are
8olgate Bensitie Toothbrush
ABEDA INAMDAR SENIOR COLEGE Page 16
http://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/ExtraCleanGumCare.cvsphttp://www.colgate.co.in/app/ColgateSensitiveNew/IN/Colgate-Sensitive-Toothbrush.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/ExtraCleanGumCare.cvsphttp://www.colgate.co.in/app/ColgateSensitiveNew/IN/Colgate-Sensitive-Toothbrush.cvsp8/13/2019 Colgate Superb
18/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
8olgate 360 Toothbrush
8olgate Uig Uag
ABEDA INAMDAR SENIOR COLEGE Page 17
http://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/Colgate360.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/ZigZag.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/Colgate360.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/ZigZag.cvsp8/13/2019 Colgate Superb
19/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
Tooth'o(der
8olgate Buper 9akshak
Moth(a"h
8olgate -la?
ABEDA INAMDAR SENIOR COLEGE Page 18
http://www.colgate.co.in/app/Colgate/IN/OralCare/Toothpowder.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/Toothpowder/Toothpowder.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/Mouthwash.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/Mouthwash/ColgatePlax.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/Toothpowder.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/Toothpowder/Toothpowder.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/Mouthwash.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/Mouthwash/ColgatePlax.cvsp8/13/2019 Colgate Superb
20/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
MAR3ET S,ARE
ABEDA INAMDAR SENIOR COLEGE Page 29
8/13/2019 Colgate Superb
21/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
ABEDA INAMDAR SENIOR COLEGE Page 21
8/13/2019 Colgate Superb
22/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
A1ARDS
ABEDA INAMDAR SENIOR COLEGE Page 22
8/13/2019 Colgate Superb
23/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
T,EOROTICA/ PROSPECTIVE
5nal#=ing 8onsumer ;ehaior
+58T9B 4+Q.484/ 84BQ.9 ;.
8/13/2019 Colgate Superb
24/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
B85 +58T9B 9e"erence groups +amil# 9oles M statuses
PERSONA/ +ACTORS2 5ge and i"e8#cle Btage ccupation .conomic 8ircumstances i"est#le -ersonalit# M Bel"concept
PS-C,O/O0ICA/ +ACTORS
otiation earning -erception
;elie"s M 5ttitudes
ABEDA INAMDAR SENIOR COLEGE Page 23
8/13/2019 Colgate Superb
25/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
B!in% Role"
INITIATOR The "irst person to suggest the idea o" bu#ing
INFL!NC!R 5 person whose iews impact the bu#ing decision
D!CID!R The person who decides on what, when M where to bu# the product or serice
B"!R The actual purchaser
#!R The person who usesconsumes the product or serice
T.8B4 -98.BB
ABEDA INAMDAR SENIOR COLEGE Page 24
8/13/2019 Colgate Superb
26/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
-roblemneed 9ecognition n"ormation Bearch .aluation " 5lternaties -urchase >ecision
-ost purchase ;ehaior
-9;. 4..> 9.8/4T4 +rom nternal BtimuliHunger ThirstFear +rom .?ternal BtimuliNeighbor$s Purchases
A%vertisements&in%o' #ho((ingNe's(a(ers ) *aga+ines
IN+ORMATION SEARC,
+rom -ersonal BourcesFamil,Frien%sNeighborsAcquaintances
+rom 8ommercial BourcesA%vertisementsDealers #ales(ersonsPac-agingDis(la,s +rom -ublic Bources*ass *e%ia
Chambers o. Commerce Consumer Rating *aga+ines
+rom .?periential Bources
ABEDA INAMDAR SENIOR COLEGE Page 25
8/13/2019 Colgate Superb
27/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
Han%ling the Pro%uct!/amining the Pro%uct sing the Pro%uct
PURC,ASE DECISION
Interferin% +actor"2Attitu%es o. Others
pposing and intenseopinions o" "amil# members, close "riendsand acuaintances
nantici(ate% situational .actors8hanges in income, Cob trans"er, loss o"
emplo#ment, change o" priorit# egsudden pa#ment o" educational "ees etc
POST PURC,ASE BE,AVIOR
Po"t 'rcha"e Sati"faction20ee( the Pro%uct #tore the Pro%uct Convert to a #econ% se Po"t 'rcha"e Di""ati"faction Tr, to return the (ro%uct1ta-e legal recourseRent it 2et ri% o. it1Thro' it
MET,ODO/O0- 6 PROCEDURE
ABEDA INAMDAR SENIOR COLEGE Page 26
8/13/2019 Colgate Superb
28/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
Re"earch de"i%n
5 research design is the detailed blue print used to guide a research stud# towards its obCecties
t helps to collect, measure and anal#sis o" dataThe present stud# seeks to "ind out the consumers attitude towards bu#ing o" bike The stud#also aims at "indings out the drawbacks o" the marketing set up o"
8/13/2019 Colgate Superb
29/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
Sorce" of Data
Secondar! Sorce
n this stud# the secondar# data is collected "rom the "ollowing sources
1 8ompan#As website
2 9eports o" 8ompan#
3 >iscussion with marketing and sales sta""
& ;ooks on arketing and 9esearch methodolog#
Pri#ar! Sorce
The -rimar# source o" collecting data "or research isVuestionnaire "illed b# the customers o" Toothpaste indust# WThe common man
PRIMAR- DATA CO//ECTION
Re"earch Techni8e
ABEDA INAMDAR SENIOR COLEGE Page 28
8/13/2019 Colgate Superb
30/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
n this stud# the Dsure# method is used as a research techniue This method helps to obtainright in"ormation "rom respondents
Contact Method
n this stud# D-ersonal .?it interiew it is taken as a tool "or the contact method n which the personal interiew is conducted with customers o" !estside
SAMP/IN0 P/AN
Bampling is a process o" obtaining The in"ormation about the entire population b# e?amine apart o" it The e""ectieness o" the research depends on the sample si=e selected "or the sure#purpose
ABEDA INAMDAR SENIOR COLEGE Page 9
8/13/2019 Colgate Superb
31/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
9A: Po'lation25
The sure# was conducted in -une cit#
9B:Sa#'lin% Unit25
t means D!ho is to be sure#ed
8/13/2019 Colgate Superb
32/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
+or the purpose o" proper sure#, there is need o" per"ect research instruments to "ind out samplesi=e "or more accurate result about bu#ing behaior o" bike The sample si=e is 100 respondents
9D: Sa#'le Ele#ent
The sample element o" research is customer o" toothpastes, the common population
9E: Sa#'le E
8/13/2019 Colgate Superb
33/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
ABEDA INAMDAR SENIOR COLEGE Page
8/13/2019 Colgate Superb
34/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
ABEDA INAMDAR SENIOR COLEGE Page 3
8/13/2019 Colgate Superb
35/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
+orms o" 5dertisement +ollowed
ABEDA INAMDAR SENIOR COLEGE Page 4
8/13/2019 Colgate Superb
36/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
ABEDA INAMDAR SENIOR COLEGE Page 5
8/13/2019 Colgate Superb
37/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
Attri$te" to choo"e a $rand2
+INDIN0S. IN+ERENCES. RECOMMENDATION
Major +indin%"
ABEDA INAMDAR SENIOR COLEGE Page 6
8/13/2019 Colgate Superb
38/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
The oer all conclusion deried "rom this stud# is that the Col%ate tooth'a"teind"tr! enCo#s a er# good M strong position in ndian market, as such toothpaste is one o"most demanded M necessar# goods o" da# to da# use without which urban ndians will "ind itreall# di""icult to clean their tooth 9ural people can surie without it, but when it comes to theoral h#giene use o" toothpaste is adisable b# doctors also
.er# section o" the societ# whether it is middle, upper middle or higher segment uses toothpasteespeciall# in urban areas ;asicall# as per the research it is "ound that the maCor section o" the#outh population uses one or the other toothpaste in which "reshness, protection against toothdeca# and whitening is maCor attributes "or him
id ualit# toothpaste has maCor market share in urban areas Bome medicinal toothpaste like.mo"orm, Beneuel+, etc are also attracting customers 5t the same time herbal paste as well asbrand sold through direct marketing like 98, /lister etc also penetrating the market
The maCor aspect o" consumer bu#ing behaior in terms o" promotional
bene"its which came into being a"ter this research is that i" the consumers are satis"ied with theualit# M other maCor aspects o" the respectie commodit#, some small bene"its or schemes arenot going to distract them with their ;rand lo#alt#
5s such in this stud# it is "ound that although consumers are not satis"ied M not haing properknowledge about arious promotional schemes o" their toothpaste, but still the# are satis"ied,want to continue M recommend the same brand to others too
This oer all stud# reeals the "act that it is the "unctionalit# in terms o" e""icienc# Me""ectieness o" the product which oerall a""ects the consumer purchase decisionmaking brandpromotion, adertisements celebrit# endorsement onl# can not attract a consumer Bo the
marketer should use more e""ectie tools to communicate the same to its target customers apart"rom attracting "or additional bene"its M o""ers
CONC/USION
Col%ate hold" the "tron%e"t Po"ition in the Indian Market
Peo'le" $eha&ior to(ard" choice of tooth'a"te i" &olatile a" 'er chan%e
ABEDA INAMDAR SENIOR COLEGE Page 7
8/13/2019 Colgate Superb
39/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
Con"#er deci"ion i" lar%el! inflenced a" 'er 8alit!. 'ackin% andre'tation
T*V* ad&erti"e#ent "er&e a" a $e"t #edi# of "ellin% tooth'a"te
C"to#er "ati"faction i" 'ro&ided
7UESTIONAIRE
4ame
5ge
ccupation
ABEDA INAMDAR SENIOR COLEGE Page 8
8/13/2019 Colgate Superb
40/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
Be? ale +emale
1)!hat mode do #ou use "or cleaning #our teethE
a) Toothpaste b) Toothpowder c) >atun(Btick) d) thers
2) !hich 8ompan#Gs toothpaste do #ou useE
a)8olgate b)abur
3)Hour reason "or a particular brand pre"erence E
a)packaging b)ualit# c)adertisement
&)!hich 8olgate toothpaste do #ou pre"erE
a)/el b)
8/13/2019 Colgate Superb
41/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
a)Teleision b)aga=ine c)o the ;rand 5mbassaodors 5""ect #our choice o" bu#ingE
a) Hes b) 4o
10)>oes the "act that 8olgate is approed b# ndian >ental 5ssociation in"luence #ou to bu#
colgate productsE
a) Hes b) 4o
RECOMMENDATION
The emerging #outh population is an opportunit# "or marketers5s one o" ndiaGs leading Toothpaste selling companies 8olgate has a big market to sustain andcontinue with its success"ul surial
The 8ompan# should anal#=e their strateg#, as a large percentage o" the population is not awareabout the promotion and o""ers
ABEDA INAMDAR SENIOR COLEGE Page 31
8/13/2019 Colgate Superb
42/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
LIST OF FIGURES, CHARTS, DIAGRAMS
Figure No. Illustration Page No.
1 /ender 3&
2 5ge 3$
3 ode o" 8leaning 3$
ABEDA INAMDAR SENIOR COLEGE Page 32
8/13/2019 Colgate Superb
43/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
& +orm o" 5dertisement 36
$ 5ttribute to chose brand 37
LIST OF TALES
Figure No. Illustration Page No.
1 Mar0e& Share :Va-$e; 21
2 Mar0e& Share :Vo-$'e; 21
BIB/IO0RAP,-X
-hilip Rotlar and /ar# 5rmstrong, -rinciples o" arketing, .leenth .dition, -earson -rentice
8/13/2019 Colgate Superb
44/44
EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE TOOTHPASTE
-hilip Rotlar and Rein ane Reller, arketing anagement, .leenth .dition, -earson
-rentice ail# Btar)
X/oogle search