A

PROJECT REORT ON

MARKETING RESEARCH

“MARKET SURVEY ON TOOTHPASTE”

 ACKNOWLEDGMENT

‘Perseverance, Inspiration and Motivation have always played a key role in success of any
venture’.

We were fortunate enough to get support from a large number of persons for preparing our
project and to whom we shall always remain grateful.

We have a deep sense of gratitude for our project guide Dr. S.K.Laroiya for his constant
cooperation and necessary suggestions and also without whose guidance the project could not
have been completed. His inspiration and constructive criticism are the main cause of the report.

Finally we would like to express our gratitude to all the respondents for giving their precious
time and relevant information and experience, we required, without which the project would
have been incomplete.

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 TABLE OF CONTENTS

1. Executive summary 5

2. Introduction 6
• Trends in toothpaste industry 6

• Ingredients of toothpaste 8

• Data for the toothpaste industry 9

• Toothpaste companies and toothpaste brands 13

3. Research methodology 19

• Research objectives and research problems 19

• Research Design 20

• Research instruments 20

• Sampling plan 21

• Field survey 22

4. Data analysis techniques 25

5. Conclusions and recommendation 151

6. Limitations of the study 153

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7. Appendix 154

- Questionnaire

8. Bibliography 158

EXECUTIVE SUMMARY
This summary is based on our research work done on toothpaste to know the likings of
customer in relation to the maintenance of oral hygiene and to also find the consumers response
in terms of varieties those are present in toothpastes and which segments are preferred by them &
also are they brand loyal or not and the major problem which was faced by us while doing this
research was to find out. What attributes consumers look for in a toothpaste brand when the
person buys toothpaste for themselves and to study their market awareness of various toothpaste
brands. In order to collect the data we preferred questionnaire method. For the purpose of data
analysis we have used SPSS in which analysis is done after going through a wide area of the
available data. Our primary data source is questionnaire and this data is collected from
respondent. And our secondary data source is internet from where we collected various
information regarding the oral care industry in India.

There are over 10-15 brands in the market, this segment of the consumer product offers a
tremendous opportunity to study the concept of brand positioning, specially when tooth paste is a
fairly intimate product and consumer prefers a brand which reflects his self image or fits in with
this fantasies. Trend is visible in the toothpaste market. The penetration in the toothpaste market
is quite low, around 50%. Industry experts are thankful to awareness and affluence in rural areas,

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as there is a surge in demand with consumers graduating from 'datum' to toothpaste. This growth
has been largely driven by a consumer shift in rural markets from toothpowders to toothpastes.
In India, oral care market offers huge potential as penetration and per capita consumption of oral
care products is very low. However, rising per capita income and increasing awareness is driving
demand of oral care products. Consumers have started switching to value-added toothpastes like
gels, mouth washes, and teeth whitening products.

Sodium fluoride (NaF) is the most popular active ingredient in toothpaste to prevent
cavities; some brands use sodium monofluorophosphate (SMFP). Ingredients such as baking
soda, enzymes, vitamins, herbs, calcium, mouthwash, and/or hydrogen peroxide are often
combined into base mixes and marketed as being beneficial. Toothpaste comes in a variety of
flavors, most often being some variation on mint (spearmint, peppermint, regular mint etc).
Toothpaste is one of the most dynamic segments of the oral care market. The frequency of
product launches in existing segments of the market and genesis of new product segments
contributes to continuous evolution of the toothpaste market. Whitening toothpastes and products
offering multiple functions are driving growth in the dentifrices segment. The toothpaste history
in India can be tracked back from 1975 with 1200 tonnes of toothpaste produced by the
toothpaste industry. In India toothpaste usage as compared to other countries is very low which
signifies about the potential of the market.

Research design includes incorporating knowledge from secondary information analysis,

qualitative research, methodology selection, question measurement & scale selection,
questionnaire design and sample design to be used. should follow the sampling design process in
his research. Which includes certain steps that are like target population, sampling frame
sampling techniques, sample size and then the execution of the sampling plan. We have done
field survey worker and collected data by filling out the questionnaires from various households
selected on the basis of convenience sampling. In our report we have made use of many of these
techniques in order to realize our objectives. The techniques that we have employed are like
frequency distribution and cross tabulation.

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 Based on the data analysis and interpretation, it can be concluded that majority of Indian
consumers rely on toothpaste with some who use both toothpaste and mouthwash together to
cater to their hygiene needs. Pepsodent market share is 28.9% and Close up with 18% market
share are the major players in this industry and these three brands together capture 84.6% of the
market leaving a very small share for others such as Dabur, Glister and others. Price is not taken
into consideration by majority when it comes to their oral hygiene. And majority of the
respondents think ideal toothpaste to be a blend of all the attributes and not with one or two
attributes and a major conclusion is the increasing market for mouthwash in India. The lifestyle
and eating conditions of Indian consumer are changing very rapidly. And consumers for oral care
industry are very much brand loyal. Advertisements plays an important role in gaining the
product i.e. toothpaste attention in the mind of the consumers and does affect their perception
about the different brands. So the companies should do lots of advertisement to gain market
recognition.

INTRODUCTION

This project is basically about the analysis of the consumer preferences regarding
toothpaste industry. The main objective of this project is to find the consumers response in terms
of varieties those are present in toothpastes and which segments are preferred by them & also are
they brand loyal or not. In order to collect the data we preferred questionnaire method because
firstly it was the most feasible way to interact with the sample and get the relevant data for our
research and secondly as it was suitable to get these questionnaires filled instead of interviewing
the relevant persons. For the purpose of data analysis we have used SPSS in which analysis is
done after going through a wide area of the available data.

TRENDS IN TOOTHPASTE INDUSTRY

Indian tooth paste industry is one of the country largest consumer markets. The Indian
tooth paste market is psuedo-mature. It is amazingly complex being segmented not only on the
basis of prices and benefits but even range of emotions with in that outlining framework. With in

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over 10-15 brands in the market, this segment of the consumer product offers a tremendous to
study the concept of brand positioning, specially when tooth paste is a fairly intimate product and
consumer prefers a brand which reflects his self image or fits in with this fantasies. trend is
visible in the toothpaste market, with both Dabur and Colgate Palmolive upping their market
share to 13.1% and 51.9% respectively, while HUL's share dipped from 25% to 23.1%. Its value
market share dipped to 28% during the quarter from 29.6% in April-June 2008, while Dabur's
share increased to 10% (9.3%) and Colgate-Palmolive's share to 49.5% (47.7%).

The penetration in the toothpaste market is quite low, around 50%. Industry experts say
that thanks to awareness and affluence in rural areas, there is a surge in demand with consumers
graduating from 'datum' to toothpaste. "This growth has been largely driven by a consumer shift
in rural markets from toothpowders to toothpastes. With the growing affluence and awareness
levels in rural India, more and more people are directly moving from using datun to toothpastes,
which is further driving growth in the category," industry experts say.

The focus of this study about tooth paste is consumer perception of the various brand are
available. Certain major facts about the toothpaste industry are:

 Many people in India still clean their teeth with traditional products like neem twigs, salt,
ash, tobacco or other herbal ingredients.
 Average all India per capita consumption of toothpaste is a dismal 82gms.
 The dentist to population ratio is a critically low 1:35000 in the country. This results in
low oral hygiene consciousness and widespread dental diseases.
 Less than 15% of the Indian toothpaste users brush twice a day.
 The toothpaste market grew at a CAGR of 7-8% between1995-2000. But in 2001 the
market grew by only 4%.
 Colgate and Hindustan Lever together account for over 85% of the organized toothpaste
market.
 Red and Black toothpowder still accounts for 35% of the toothpowder market.
 In toothpowders, Colgate and Dabur are the leading players sharing between them 75%
of the market.

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  Penetration of toothpowder in the urban areas has been declining, as more and more
consumers switch from powders to paste.
 Brand loyalty is quite high for toothpastes, but is extremely low for toothbrushes.
 10 years ago the most expensive toothbrush was priced at Rs4. Today one can also buy a
toothbrush priced at Rs999!

In India, oral care market offers huge potential as penetration and per capita consumption of oral
care products is very low. However, rising per capita income and increasing awareness is driving
demand of oral care products. Consumers have started switching to value-added toothpastes like
gels, mouth washes, and teeth whitening products. In rural areas, consumers are switching from
toothpowders to toothpastes. A key industry trend is the move towards natural products
comprising of herbs, vitamins and minerals. A serious challenge for the industry is the low
dentist-population ratio, with just one dentist for 10,000 people in urban areas and about 0.25
million people in rural areas. There is an urgent need of more dental health practitioners with
relevant qualifications and training. Government has taken various initiatives like dental health
camps to promote good oral care. Manufacturers have used advertising campaigns to promote
higher consumption of toothpastes and toothbrushes. Colgate and HUL together account for over
two-thirds of the organized toothpaste market. In toothpowder market, Colgate, HUL and Dabur
are the major players. The report analyzes the oral care market in India. It also provides a brief
overview of the world and US oral care market. The report also profiles the major companies,
with a discussion of their key business strategies. It also analyzes the major drivers and issues in
the oral care market.
Today’s companies are operating in macro environment forces. They are facing the
toughest competition ever. So, all the companies are involved in winning customers and out
performing competition. Indian tooth paste industry is one of the country largest market. The
Indian tooth paste market is very big. Large numbers of manufacturers are present. They are
trying to go at top most position.

INGRIDIENTS OF TOOTHPASTE

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 Sodium fluoride (NaF) is the most popular active ingredient in toothpaste to prevent
cavities; some brands use sodium monofluorophosphate (SMFP). Nearly all toothpaste sold in
the United States has 1000 to 1100 parts per million of one of these active ingredients. This
consistency leads some to conclude that cheap toothpaste is just as good as expensive toothpaste.
When the magazine Consumer Reports rated toothpastes in 1998, 30 of the 38 were judged
excellent.

Many, though not all, toothpastes contain sodium lauryl sulfate or another of the sulfate
family. SLS is found in other personal care products as well, such as shampoo, and is largely a
foaming agent. A small percent (15%) of the population may be affected by long-term usage of
SLS in toothpastes, in the form of increases in minor cold sores in one's mouth. Switching to a
non-SLS brand may reduce this effect. Ingredients such as baking soda, enzymes, vitamins,
herbs, calcium, mouthwash, and/or hydrogen peroxide are often combined into base mixes and
marketed as being beneficial. Toothpaste comes in a variety of flavors, most often being some
variation on mint (spearmint, peppermint, regular mint etc). Other more exotic flavors include:
anise, apricot, bubblegum (marketed mostly to children), cinnamon, fennel, ginger, vanilla,
lemon, orange, even unflavored.

Toothpaste is intended to be spat out. Some types of toothpaste may cause nausea or
diarrhea if swallowed in sufficient quantity. This is why children of a young age should not use
it, or use it only under close supervision. Calcium used in toothpaste can be derived from animal
bones or from lime. Vegetarians prefer to use products free of any ingredients derived from
animals. For this reason, in India toothpaste suitable for vegetarians has been introduced and has
done extremely well.

TOOTHPASTE INDUSTRY OVERVIEW

Toothpaste is one of the most dynamic segments of the oral care market. The frequency
of product launches in existing segments of the market and genesis of new product segments
contributes to continuous evolution of the toothpaste market. Increase in sales of oral hygiene
products in major markets worldwide has largely resulted from growing awareness of hygiene

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and product innovation. New advancements have led to the launch of a variety of high-priced,
value-added multifunctional products in several oral care categories such as toothpastes and
toothbrushes. Whitening toothpastes and products offering multiple functions are driving growth
in the dentifrices segment.Currently, for major toothpastes, averting tooth decay is not sufficient,
which usually guarantee benefits such as fresher breath, healthier gums and whiter teeth.
Technological advancements in recent years have altered the toothpaste segment to one that
offers additional benefits besides just fighting cavities to customers. This made manufacturers to
roll out products with a lot of additional features that were not available previously.

The toothpaste history in India can be tracked back from 1975 with 1200 tonnes 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. In recent
years the Industry has shown impressive growth rate of 18.6% (this growth is calculated in terms
of value growth.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.

Presently Colgate Dental Cream holds 52% of market share. HLL’s Close up lies far
behind with 23% of the existing market share. The third player in the marketplace in terms of
market share is Colgate Gel with 10.5% of the market share. That leaves 14.5% market share for
other Brands like Pepsodent, Pepsodent G, Promise, Babool, Sensofoam, Forhans, Cibaca,
Neem, Vicco etc. The toothpaste market is presently valued at Rs. 750 crores out of which the
Gel segment has already bagged 1/3rd portion of it. The Gel segment presently stands at Rs. 248
crores and is growing at a rate much faster than Cream.

In India toothpaste usage as compared to other countries is very low which signifies
about the potential of the market. In Urban India the usage of toothpaste per person per year is
just 190gms. Where as it is 200gms of toothpaste per person per year in developing countries as
Indonesia and Thailand. In developed countries as USA and other European countries the
toothpaste usage is 375 gms per person year. In India the toothpastes companies are going in for

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advertising on a heavy note, on an average the companies managing this FMCG category are
spending 6.15% of their sales on development. Colgate Palmolive had shelled out 15% of their
sales on ads in the year 1994. Dabur had an ad expenditure of 5.07% for the year 1993. whereas
balsara Hygiene spend a huge 10.17% of their sales.

DATA FOR THE TOOTHPASTE INDUSTRY :

(A) ZONE WISE SEGMENTATION :

ZONE PERCENTAGE
EAST 21%
NORTH 25%
WEST 21%
SOUTH 33%

(B) SEGMENTATION AS RURAL AND URBAN MARKETS :

RURAL MARKET 40%

URBAN MARKET 60%

The above segmentation details give us an overall scenario of the toothpaste industry. As seen
from the zone wise segmentation table, the distribution is fairly even in all the zones. Also the
rural to urban markets ratio is 40:60 which is expected and thus no surprises are seen from this
data or rather no unusual variation is observed.

(C) MARKET SHARE OF MAJOR PLAYERS OF THE INDUSTRY:

NAME % SHARE
COLGATE DENTAL 46
COLGATE GEL 10
CIBACA 3
CLOSE UP 18
PEPSODENT 09
PROMISE 9.5
BABOOL 0.5

The data tabulated above clearly supports the fact that Colgate and HLL products are way ahead
as far as market share goes. These brands have earned a place in customers minds or speaking in
a technical term they have been positioned in the customer's minds. Secondly, the brands like

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Promise and Babool are catering to a very specific segment of customers which is the Herbal
toothpaste user segment. Thus, they also have positioned themselves as Herbal toothpastes and
hence they always target the same segment. This can be termed as a 'niche market' which they
are catering to these segments.

(1) Company : Hindustan Lever Limited

Brand Name : Close Up
Marketed By : Hindustan Lever limited (HLL)
Product Range : Close Up (Red, Green, Blue)
50 gm Rs
100 gm Rs
150 gm Rs
Pepsodent : 50 GM Rs
100 GM Rs
200 GM Rs
Pepsodent G : 50 gm Rs
150 gm Rs
Segmenting Factor : Age
Targeted At : Young people. The target market being
“Multi Brand Households” where young
does not use what their parents. This
particular targeting was significant when
Close Up was launched because Colgate
positioning was a sort of Flip flop between
Tooth decay and Bad Breath and Colgate
was going for a Broad market constituting of
all the age groups

Sought to be perceived by the customers was Fresh Breath. The physical appearance by
the users, the Bright Red Gel synerized well with the Fresh breath Benefit. The advertising
account was handled by LINTAS which focused on Fresh Breath that brought teenagers closer.
By 1980 Close Up had 3% of the 16,000 tonnes toothpaste market. The production capacity was
doubled through a deal with third party manufacturer and the Brand was taken National over
the next year and a half, the Premium slashed by 30%. In 1983 Colgate started fearing after
witnessing a downfall in market share and started airing its campaign by inviting customers into
its Dental ring of confidence, by stressing more on breath and posing as a complete toothpaste.
Close Up countered this move by sharpening product benefits, while urging the customers to do
the HA test by blowing air on the palm, the message was that Close Up feels a lot cooler which

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reiterated the basic benefit of a fresh breath. 1987 was a “Probe into Problem” year for HALL as
Close Up was much below expectations with only 4.5% of the 32,000 tonnes toothpaste market.

They identified two basic problems.

(1) Appearance of Toothpastes detracts prospects from its serious buyers.

(2) Commercials displayed too much of proximity between couples which was too much for a
mother, who actually purchased the Toiletries.

UP MARKET IMAGE

In the year 1990, Colgate followed Close Up by launch of it’s Blue Colgate Gel. It was targeted
at the youngsters within its Brand fold who were seeking Freshness. It was priced at par with
Close Up gel. The Colgate ad showed a fluorescent Blue spiral round the users body and it talked
of Fresh Breath Energy. By this time Gel became the Battleground in order to become the leader
because:

 There is rapid expansion in gel segment.

 Youngsters thought white paste to be outdated

TOOTHPASTE COMPANIES AND TOOTHPASTE BRANDS

PEPSODENT

HISTORY OF PEPSODENT
Information on Pepsodent's earliest days is scarce. Company executives at Church & Dwight, the
owner of Pepsodent, claim the brand was introduced in the early 20th century, initially as a tooth
powder that eventually morphed into a paste form. Pepsodent allegedly struggled through the late

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1920s, at which time it began sponsoring radio programs, including one hosted by Bob Hope.
The move led to greater name recognition.

UNIQUE FEATURES
Pepsodent advertisements spotlighted the toothpaste's distinguishing features. It had a minty
flavor that was derived from sassafras, an ingredient found in some varieties of tea and such soft
drinks as root beer and sarsaparilla. Advertisements also pointed out the presence of irium
(otherwise known as sodium lauryl sulfate) as a mechanism for fighting tooth decay, and to an
ingredient known as IMP for preventing tooth decay.

DECLINE
Throughout the 1950s, Pepsodent was one of the most popular toothpaste brands in the United
States. But such brands as Colgate and Crest from competing companies were adding a new
ingredient--fluoride--when it was discovered the chemical compound helped fight cavities.
Heading into the 1960s, Pepsodent had not yet added fluoride, and sales were waning.

CHANGE IN OWNERSHIP
In 2003 household-manufacturing company Church & Dwight purchased the Pepsodent brand
rights in the United States from Unilever, a British and Dutch company that sells an assortment
of consumer products throughout the world. Unilever still holds the rights to Pepsodent, where it
is sold outside the U.S. Church & Dwight also holds the rights to such toothpaste brands as Aim,
Arm & Hammer, Close-Up and Mentadent.

MARKETING IN THE 21ST CENTURY

Although the ingredients in Pepsodent have been tweaked over time, the brand never rebounded
from the decline during the middle part of the 20th century. It is now considered a value brand
alongside some of the bigger names in the industry. Stores selling Pepsodent usually offer it for
half the price of such giants as Aquafresh, Colgate and Crest.

CLAIMS BY CHURCH & DWIGHT

According to the company website, Church & Dwight offer two versions of Pepsodent--one with
the original flavor and another with enhanced whitening ingredients. Both versions, according to
Church & Dwight, feature a "proven cavity-fighting formula" that aids in the removal of plaque
and promotes strong enamel and healthy gums as well as tartar control.

Colgate Palmolive (India) Limited

Brand : Colgate

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 Product Range :

1. Colgate dental Cream

 50 gm
 100 gm
 150 gm
 200 gm
 250 gm

2. Colgate Gel (Blue and Red)

 50 gm
 100 gm
 150 gm
 200 gm
 250 gm

3. Colgate Total

 50 gm
 100 gm
 150 gm
 200 gm

4. Colgate Calciguard

 50 gm
 100 gm
 150 gm
 200 gm

Colgate Sensitive

Segmenting Factor : Family

Target Audience : The Brand Colgate and it’s extensions are targeted at Indian families taking
booth economical and premium stances.

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Positioning Stance : on Health care through Duality of benefits, talks about “Stops bad breath
and fights tooth decay.” This positioning stance has worked well in Indian probably because
Oral. Now also the company is constantly following the fresh breath route which proved
successful for the company.
Care is not taken in a sensitized manner and hence the custom looks for multi-benefits.

HISTORY OF COLGATE:

For people in Colgate volume is the key. This is the Mantra for India a. Today the Indian
arm is one of the top 10 subsidiaries of the global giant ; one of the top three volume drivers in
toothpastes. In India, the Multinational is first and foremost identified with Toothpaste (Dental
care) are currently there is a lot of curiosity on how C-P is responding to the challenges that HLL
is throwing it’s way. On toothpastes, where C-P claims an overall 62.3 percent market share a
clear cut strategy is evident i.e. maintaining leadership in Oral care and expand the oral care
market size. Consistency of communication is of strategic importance. More so in an
increasingly cluttered environment. Vice President of C-P (India) limited dually complies “We
have not changed the platform - Duality of Benefits - for the last 15 years.”

The main growth in the Urban toothpaste market for C-P has for sometime been coming
from the Gel segment. Colgate gel has been performing well with it’s market share standing at
11 percent and a growth faster than Close Up’s market share, which has declined by the end of
96. In an effort to capitalize in the growth, C-P recently introduced it’s latest extensions, Fresh
Stripes, with “Stripes of Benefit”. this latest launch brings C-P’s toothpastes to a total of six,
with mega Brand Colgate Dental Cream (CDC), the category volume driver; Colgate Gel-
Positioned as giving long lasting fresh breath; Calciguard with an anti cavity therapeutic
positioning marketed in the Metros; Colgate Total with it’s therapeutic positioning and multi
benefits and Colgate Sensitive being Marketed through Dental Profession. To expand the
category, C-P has an on going Rural Van programme, rather similar to the HLL idea of
expanding the market and also not being confused as a premium consumers.

An intensive investment this Video van develops the market by teaching people to use a
brush or seen a finger properly to clean their teeth with the Big Red CDC. In addition there is
also a school programme which covered 1.5 million children last year. According to Rechard
Usuquen VP C-P (India) Ltd. C-P’s action will center around finely balancing the Urban market
- where it claims a 59.5 percent market share - with the Rural where it claims a 68 per cent share.
So while the company has introduced such premium packaging as stand-up toothpaste tubes with
Flip up caps in the Urban market, it is also selling sachets of CDC at low prices.In 2001, the
company has come up with a lot of schemes such as 25% extra in 100gm pack. In 50% gm pack
there is an off of Rs 5.5. In 200gm pack the company is providing 2 toy planes for kids. They are

16
also providing a lot of discount and incentives to its stockiest and retailers. They have also come
up with transparent packaging in gel segment to attract the customers.

CLOSE UP

Unlike the typical opaque, mint-flavored toothpaste of the time, Close Up debuted in
1967 as a clear red gel with a spicy cinnamon taste and mouthwash right in the toothpaste. A
unique brand identity was developed, with Close-Up positioned as the toothpaste that gives
people confidence in those very "up close and personal" situations. Couples with bright smiles in
very "close" situations were featured on the packaging, and commercials depicted youthful adults
blowing kisses at each other. The idea of a toothpaste that could give them fresh breath, white
teeth and, subsequently, a little extra self-confidence and sex appeal provided instant appeal to
consumers. Over the years, Close-Up briefly flirted with a few variations, from a green mint-
flavored version to a trendy clear gel.In 2006, Close-up Limited Edition launch in Arabia
redefined the toothpaste market with its unique new flavors: Choco-loko, Tangerine Burst, and
Lychee. It brought excitement and life into the rather boring toothpaste category and helped the
brand achieve record sales and shares. One thing remains constant: Close-up is still symbolized
by attractive white smiles in very close situations. Brushing with Close-Up starts with a blast of
flavor that you can actually feel freshening your breath. Close-up is the first to combine
toothpaste and mouthwash in one and not only freshens breath and whitens teeth, it also contains
fluoride to help prevent cavities. That's the Close-Up feeling, the feeling of being your best!
Available in Freshening Red Gel, Whitening and NEW Close-Up experience Whitening with a
Cinnamon Blast of Flavor. Close up toothpaste is made by Lever Brothers Limited (Unilever)
and used all over Africa, from Tema in Ghana, Nairobi in Kenya, Kampala Uganda, Addis
Ababa Ethopia, Dar es Salam Tanzania, Limbe Malawi to Lusaka Zambia. Curiously, this
toothpaste contains the same basic ingredients like the one made in Europe.

GLISTER

Glister Toothpaste contains Sylodent, a polishing agent which effectively polishes and
whitens teeth without excessive abrasion while its unique formulation fights cavities and
removes plaque. Glister has a refreshing mint flavor that freshens breath and gives that extra
confidence. Tested and certified by University study, it also reverses the onset of cavity by
rematerializing teeth. Glister Toothpaste is the toothpaste product distributed by Amway/Quixtar.
Naturally, many recommend Glister because they wish to support an Amway business. But given
a choice, choose what’s best for your teeth. In this regard, Amway claims Glister is a special
toothpaste that is great for your teeth. Glister uses a polishing agent, LS-928 which safely cleans
and whitens teeth. LS-928 - small, bead like, clay particles with a smooth surface that provide
high polish without excessive abrasion.

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DABUR

Dabur India’s toothpaste brands have been growing faster than the oral care segment as a
whole, transforming a market that has traditionally been dominated by multinational behemoths
Hindustan Unilever and Colgate. According to AC Nielsen data for April-December 2007,
Dabur’s three toothpaste brands, Dabur Red, Babool and Meswak, together reported 37.1 per
cent value growth in the period against the segment growth of 13.5 per cent. With this, Dabur’s
toothpaste market share grew to 12.2 per cent in volume terms in 2007 as against 10.1 per cent in
2006. In value terms, Dabur’s toothpaste market share has risen to 9.1 per cent in 2007 from 7.7
per cent a year ago.On the other hand, Colgate and HUL’s Pepsodent have shown a decline in
market share in 2007. While Colgate’s volume market share dropped to 36.6 per cent from 37.4
per cent in 2006, Pepsodent’s slid to 12.5 per cent from 13.7 per cent in 2006. Dabur’s Babool,
on the other hand, saw a growth in its market share to 5.3 per cent from 3.8 per cent in 2006.

Dabur’s toothpaste brands have been the fastest growing oral care brands for two
consecutive years. Its portfolio registered 33.8 per cent growth in value terms in 2007 against the
industry growth of merely 13.2 per cent. Dabur brands have also shown the fastest volume
growth in the toothpaste category, reporting a 31.5 per cent growth as against an industry
average of 9.4 per cent in 2007. “they have been consistently making investments in product
upgrades and brand building activities of every brand, including the ones acquired from Balsara.
Appointing film star Vivek Oberoi as a brand ambassador to endorse Babool is one such
initiative,” said Sunil Duggal, chief executive officer of Dabur India.

According to Anand Shah, retail and FMCG analyst at Angel Broking, “HUL has been
drifting away from oral care business to focus on its other diverse businesses. Its oral care
portfolio consists only of premium products and it should look at introducing more products at
the lower-end of the category to be present across price-points like Dabur.” Toothpowder
continues to be an interesting category for Dabur. While its Dabur Lal toothpowder continues to
be a high-growth brand, the company has decided to expand its portfolio.Dabur Red Toothpaste
is packed with the power of 13 active Ayurvedic ingredients like Laung Pudina & Tomar, that
keep all your dental problems away. It is the first-ever toothpaste which keeps all your dental
problems away, thereby providing you strong teeth.Its superior formulation that has been
scientifically validated has made Dabur Red Toothpaste the prefered oral care brand for millions
of Indians. No wonder that Dabur Red Toothpaste has become a Rs 100 crore brand within just
five years of its birth.

18
Dabur Red Toothpaste is available in 4 SKUs:

 200gm
 100gm
 50gm
 20gm.

Ingredients

 Laung: Helps prevent toothache

 Pudina: Helps prevent bad breath
 Tomar: Kills harmful germs

RESEARCH OBJECTIVES AND RESEARCH

PROBLEMS

RESEARCH OBJECTIVES-
We conducted this research to fulfill following objectives

 To find the consumers’ response to varieties those are present in toothpastes and which
segments are preferred by them
 To find if consumers are brand loyal
 To find if the consumers find their dental problems reduced by the use of various
toothpastes
 To find if consumers are aware of the contents present in the toothpastes and its effects
 To find if the presence of a dental certification makes any difference to the consumer
 To find if consumers get affected by various ads and perceive their paste accordingly
 To find if consumers are price sensitive when it comes to oral hygiene
 To find if consumers supplement their toothpastes with mouthwash
 To find the taste preference of the consumers
 To find if consumers have switched their brands after using free toothpastes samples.

19
 To find food habits of the customer whether they are vegetarian or non- vegetarian
 To find if consumers supplement their toothpastes with mouthwash.
 To know about the factors that influence the consumers decision to buy a particular brand
of tooth paste.
 To highlight the shortcomings of existing brands.

The project is also conducted to create an opportunity for the toothpaste brands to get new
customers by creating awareness about their products qualities and employing new strategies.

RESEARCH PROBLEM
The main problem which was faced by us while doing this research was to find out “What
attributes consumers look for in a toothpaste brand when he/she buys for himself/herself and to
study their market awareness of various toothpaste brands.” With such a large market, the needs
of the consumer vary from person to person. It is very difficult to include all the attributes in our
study.

Research design

Research design is the most encompassing of all the steps of marketing research. Research
design includes incorporating knowledge from secondary information analysis, qualitative
research, methodology selection, question measurement & scale selection, questionnaire design
and sample design to be used. According to the objective of the marketing research, the research
design is descriptive. The aspect of what, who, how, when and where are defined in the
research. Desriptive research determines the perception of toothpaste characterstics in the minds
of respondents. Here, respondents are asked questions their behaviour, intentions, attitude,
lifestyle, awareness and buying behaviour towards the toothpaste.

For example, awareness is detemined by asking Ques no. 22 (refer to Appendix) which is related
to the advertisement. The method of obtaining information from the respondents is through
personal interviews. It also includes fixed alternative questions in which respondents choose
from a set of predetermined answers.

Research Instrument

20
The research instrument used by us is Questionnaire method because it is the most feasible way
to interact with the sample organizations and get the relevant data for our market research.
Mostly all the questions are in structured form as the questions are multiple choice questions or
they are to be answered in yes or no.

Scaling techniques used by us in the questionnaire includes:-

 CONTINUOUS RATING SCALE
Where the respondents rate the object by placing a mark at the appropriate position on a
line that runs from one extreme of the criterion variable to the other.

 DICHOTOMOUS QUESTIONS
Which has only two response alternatives: yes or no. The decision of the respondent is
guided by whether they approach the issue as a yes or no.

 MULTIPLE CHOICE QUESTIONS

In which respondents have to choose one answer from many options. These questions
gives a wide choice to the respondents so that they can give the most accurate and
reliable answer.

 LIKERT SCALE
Where the respondents are provided with a scale that has a number or brief description
associated with each category. In ques no. 13(refer to Appendix), scale is used as
respondents are asked to choose from strongly agree to strongly disagree for each of the
attribute. This scale is useful as respondents readily understand how to use the scale,
making it suitable for almost all kind of surveys.

 RANKING METHOD
As in question no. 3(refer to Appendix), respondents are asked to rank the brands of
toothpaste in terms of quality.

Sampling Plan
The objective of most marketing research project is to obtain the characteristics or
parameters of a population. A sample which is a subgroup of the population selected for the
participation in the study affect a lot the findings of the market research.

So a researcher should follow the sampling design process in his research. Which
includes certain steps that are-

21
1. The target population- The target population for the toothpaste research project was defined
as follows-

Elements - male or female of the household.

Sampling units - households
Extent - 4-5 cities of India(Kanpur, NCR, jaipur, pune)
Time - 2010

2. Sampling frame - random selection by selecting any member of the household

whosoever was available irrespective of age, income, qualification, vocation, sex.

3. Sampling techniques - Non probability convenience sampling. We used

convenience sampling for the sample selection as respondents are selected because they happen
to be in the right place at the right time.

4. Sample size - 284

5. Execution of the sampling plan

Field survey
Researcher have two options for collecting their data that are-
1. They can develop their own organistion or
2. They can contract with a fieldwork agency.

In this research we ourselves worked as field worker and collected data by filling out the
questionnaires from various households selected on the basis of convenience sampling. There are
many ways for data collection like mall intercept, computer assisted personal interviewing,
telephone, mail, internet survey etc. We choose personal interview through questionnaire.

During preparation of questionnaire we taken care of some points because even a slight change
in the wording, sequence, or manner in which question is asked can distort its meaning and bias
the response.

The guidline which we followed which asking the questions are-

1. Be thoroughly familiar with the questionnaire.
2. Ask the question in the order in which they appear in the questionnaire.
3. Use the exact wording given in the questionnaire.
4. Read each question slowly.

22
 5. Repeat questions that are not understood.
6. Ask every applicable question.

Data analysis techniques

Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the
aim of bringing out useful information, suggesting conclusions, and supporting decision making.
There are number of methods for data analysis such as frequency distribution, cross tabulation,
hypothesis testing, discriminant analysis etc.

In our report we have made use of many of these techniques in order to realize our objectives.
The techniques that we have employed are as follows:

1. Frequency distribution
Frequency distribution is a mathematical distribution whose objective is to obtain a count of the
number of responses associated with different values of one variable and to express these counts
in percentage terms.

We have made use of this technique in analyzing aspects like:

I. What percentage of people use toothpaste out of powder, gel, mouthwash and toothpaste to
maintain oral hygiene.
II. Which is the most preferred toothpaste brand?
III. How many respondents are influenced by recommendation made by a dentist
IV. How many consumers are brand loyal?

2. Cross tabulation
It is a statistical technique that describes two or more variables simultaneously. Hence it is the
merging of frequency distribution of two or more variables in a single table. In our research this
techniques has helped us in establishing the relationship between food habits and the frequency
of brushing. Income level and size of the pack purchased

23
 DATA ANALYSIS

Frequencies

24
 Statistics

What do you do What do you do

What do you do What do you do to maintain oral to maintain oral
to maintain oral to maintain oral hygiene? hygiene?
hygiene? powder hygiene? gel toothpaste mouthwash

N Valid 284 284 284 284

Missing 0 0 0 0

Mean 1.96 1.92 1.13 1.82

Std. Error of Mean .011 .016 .020 .023

Std. Deviation .193 .268 .333 .387

Variance .037 .072 .111 .150

Skewness -4.806 -3.178 2.256 -1.648

Std. Error of Skewness .145 .145 .145 .145

Range 1 1 1 1

Minimum 1 1 1 1

Maximum 2 2 2 2

25
 Statistics

Rank the
Rank the following in terms Rank the
following in terms of quality(1 being following in terms
of quality(1 being the lowest and 5 of quality(1 being
the lowest and 5 being the the lowest and 5
Which is your being the highest) being the highest)
preferred brand? highest) Colgate Pepsodent Close up

N Valid 284 284 284 284

Missing 0 0 0 0

Mean 2.53 3.21 3.36 3.03

Std. Error of Mean .099 .080 .076 .071

Std. Deviation 1.676 1.350 1.274 1.197

Variance 2.808 1.823 1.624 1.434

Skewness .772 -.240 -.355 .157

Std. Error of Skewness .145 .145 .145 .145

Range 5 4 4 4

Minimum 1 1 1 1

Maximum 6 5 5 5

26
 Statistics

Rank the Rank the

following in terms following in terms What factors you
of quality(1 being of quality(1 being What factors you look in while
the lowest and 5 the lowest and 5 look in while buying the
being the being the buying the toothpaste?
highest) Glister highest) Dabur toothpaste? Price Protection

N Valid 284 284 284 284

Missing 0 0 0 0

Mean 2.46 2.86 1.87 1.28

Std. Error of Mean .088 .091 .020 .027

Std. Deviation 1.488 1.539 .341 .449

Variance 2.214 2.369 .116 .202

Skewness .510 .256 -2.163 .995

Std. Error of Skewness .145 .145 .145 .145

Range 4 4 1 1

Minimum 1 1 1 1

Maximum 5 5 2 2

27
 Statistics

What factors you What factors you What factors you

look in while look in while look in while What attributes
buying the buying the buying the do you think ideal
toothpaste? toothpaste? toothpaste? toothpaste should
Odour Color Composition have? Whitening

N Valid 284 284 284 284

Missing 0 0 0 0

Mean 1.80 1.92 1.81 1.76

Std. Error of Mean .024 .017 .023 .025

Std. Deviation .399 .279 .393 .425

Variance .159 .078 .155 .181

Skewness -1.530 -3.003 -1.588 -1.251

Std. Error of Skewness .145 .145 .145 .145

Range 1 1 1 1

Minimum 1 1 1 1

Maximum 2 2 2 2

28
 Statistics

What attributes What attributes What attributes

do you think ideal do you think ideal do you think ideal What attributes
toothpaste toothpaste toothpaste do you think ideal
should have? should have? should have? toothpaste should
Freshness Taste Color have? All of them

N Valid 284 284 284 284

Missing 0 0 0 0

Mean 1.74 1.90 1.98 1.50

Std. Error of Mean .026 .018 .009 .030

Std. Deviation .442 .303 .155 .501

Variance .195 .092 .024 .251

Skewness -1.076 -2.642 -6.164 -.014

Std. Error of Skewness .145 .145 .145 .145

Range 1 1 1 1

Minimum 1 1 1 1

Maximum 2 2 2 2

29
 Statistics

What attributes Does your

do you think ideal toothpaste have What is the price
toothpaste the characteristic Which type of range of the
should have? of ideal toothpaste do toothpaste used
Others toothpaste? you prefer? by you?

N Valid 284 284 284 284

Missing 0 0 0 0

Mean 1.80 1.22 2.96 2.56

Std. Error of Mean .024 .025 .069 .041

Std. Deviation .399 .416 1.155 .699

Variance .159 .173 1.334 .488

Skewness -1.530 1.346 -.637 .111

Std. Error of Skewness .145 .145 .145 .145

Range 1 1 3 3

Minimum 1 1 1 1

Maximum 2 2 4 4

30
 Statistics

Do you feel If yes, for what If yes, for what

satisfied with reasons you go reasons you go
your toothpaste for a mouthwash for a mouthwash
or you which you think which you think
In which pack do supplement it you don't find in you don't find in
you prefer your with a your toothpaste? your toothpaste?
toothpaste? mouthwash? Breath Freshness

N Valid 284 284 284 284

Missing 0 0 0 0

Mean 2.28 1.77 2.57 2.48

Std. Error of Mean .037 .114 .041 .048

Std. Deviation .616 1.919 .687 .808

Variance .380 3.684 .473 .653

Skewness -.261 15.310 -1.295 -1.084

Std. Error of Skewness .145 .145 .145 .145

Range 2 32 2 2

Minimum 1 1 1 1

Maximum 3 33 3 3

31
 Statistics

If yes, for what If yes, for what Does your

reasons you go reasons you go Does your toothpaste
for a mouthwash for a mouthwash mouthwash is provide you with
which you think which you think available in the following
you don't find in you don't find in brand of the attributes? Long
your toothpaste? your toothpaste? toothpaste you Lasting
Sensitivity Others use? Freshness

N Valid 284 284 284 284

Missing 0 0 0 0

Mean 2.64 2.67 2.56 1.95

Std. Error of Mean .033 .030 .042 .049

Std. Deviation .556 .502 .703 .820

Variance .309 .252 .495 .672

Skewness -1.260 -1.040 -1.288 .912

Std. Error of Skewness .145 .145 .145 .145

Range 2 2 2 4

Minimum 1 1 1 1

Maximum 3 3 3 5

32
 Statistics

Does your Does your

Does your toothpaste toothpaste Does your
toothpaste provide you with provide you with toothpaste
provide you with following following provide you with
following attributes? attributes? following
attributes? Healthy tooth Prevention of attributes? Use of
Whiteness and gums tooth decay natural herbs

N Valid 284 284 284 284

Missing 0 0 0 0

Mean 1.89 1.87 1.92 2.68

Std. Error of Mean .042 .046 .050 .058

Std. Deviation .710 .773 .839 .981

Variance .505 .597 .704 .962

Skewness 1.048 .652 .733 -.150

Std. Error of Skewness .145 .145 .145 .145

Range 4 4 3 4

Minimum 1 1 1 1

Maximum 5 5 4 5

33
 Statistics

Please allocate
Does your Does your 100 points Please allocate
toothpaste toothpaste among the 100 points among
provide you with provide you with characteristics the
following following given below? characteristics
attributes? Good attributes? Good Long Lasting given below?
Foaming taste Freshness Whiteness

N Valid 284 284 284 284

Missing 0 0 0 0

Mean 2.11 1.82 2.83 2.69

Std. Error of Mean .050 .046 .052 .047

Std. Deviation .851 .772 .873 .786

Variance .724 .595 .763 .617

Skewness .490 .978 1.425 1.708

Std. Error of Skewness .145 .145 .145 .145

Range 4 4 6 6

Minimum 1 1 1 1

Maximum 5 5 7 7

34
 Statistics

Please allocate Please allocate Please allocate

100 points 100 points 100 points Please allocate
among the among the among the 100 points among
characteristics characteristics characteristics the
given below? given below? given below? characteristics
Healthy tooth Prevention of Use of natural given below?
and gums tooth decay herbs Good Foaming

N Valid 284 284 284 284

Missing 0 0 0 0

Mean 2.68 2.46 1.73 1.67

Std. Error of Mean .049 .046 .048 .042

Std. Deviation .820 .777 .815 .701

Variance .672 .603 .665 .491

Skewness .468 .255 2.073 .872

Std. Error of Skewness .145 .145 .145 .145

Range 5 4 7 4

Minimum 1 1 1 1

Maximum 6 5 8 5

35
 Statistics

Please allocate
100 points Do you buy a
among the different brand of Do all your family Do you prefer
characteristics toothpaste members use the using toothpaste
given below? especially for same that has some
Good taste your kids? toothpaste? color?

N Valid 284 284 284 284

Missing 0 0 0 0

Mean 1.82 3.29 1.28 1.61

Std. Error of Mean .044 .059 .027 .029

Std. Deviation .736 .992 .449 .489

Variance .541 .985 .202 .239

Skewness .451 -1.050 .995 -.450

Std. Error of Skewness .145 .145 .145 .145

Range 3 3 1 1

Minimum 1 1 1 1

Maximum 4 4 2 2

36
 Statistics

Would you prefer

When you see a a toothpaste
toothpaste that is Do you use the brand that is
not your usual same brand certified by a
brand but has a every time or you dental
free toothbrush keep switching to How often you organisation or by
with it. others? visit your dentist? your own dentist?

N Valid 284 284 284 284

Missing 0 0 0 0

Mean 2.49 1.92 3.59 1.33

Std. Error of Mean .042 .050 .046 .028

Std. Deviation .716 .839 .767 .473

Variance .512 .704 .589 .223

Skewness -1.028 .154 -2.036 .705

Std. Error of Skewness .145 .145 .145 .145

Range 2 2 3 1

Minimum 1 1 1 1

Maximum 3 3 4 2

37
 Statistics

Match the
following brands Match the Match the Match the
of toothpaste following brands following brands following brands
with their taglines of toothpaste of toothpaste of toothpaste with
- Colgate Active with their taglines with their taglines their taglines –
Salt - Close Up - Colgate Pepsodent

N Valid 284 284 284 284

Missing 0 0 0 0

Mean 5.27 7.77 4.46 6.81

Std. Error of Mean .467 .427 .481 .443

Std. Deviation 7.862 7.200 8.111 7.470

Variance 61.808 51.836 65.790 55.808

Skewness 3.257 3.171 3.232 3.181

Std. Error of Skewness .145 .145 .145 .145

Range 32 32 32 32

Minimum 1 1 1 1

Maximum 33 33 33 33

38
 Statistics

Match the Match the

following brands following brands Does your food
of toothpaste of toothpaste Are you habit affect your
with their taglines with their taglines vegetarian or toothpaste buying
- Babool - Dabur Lal non-vegetarian? decision?

N Valid 284 284 284 284

Missing 0 0 0 0

Mean 3.70 6.08 1.37 1.72

Std. Error of Mean .496 .454 .029 .027

Std. Deviation 8.365 7.643 .485 .451

Variance 69.979 58.411 .235 .203

Skewness 3.184 3.240 .527 -.976

Std. Error of Skewness .145 .145 .145 .145

Range 32 32 1 1

Minimum 1 1 1 1

Maximum 33 33 2 2

Statistics

Do you brush in Which income

accordance with Which age group level you belong
your food habit? you fit best? to?

N Valid 284 284 284

Missing 0 0 0

Mean 2.43 3.23 2.58

Std. Error of Mean .115 .069 .251

Std. Deviation 1.944 1.157 4.226

Variance 3.779 1.338 17.863

Skewness 13.802 1.082 6.618

Std. Error of Skewness .145 .145 .145

Range 32 6 32

Minimum 1 1 1

Maximum 33 7 33

39
 Statistics

Qualification Vocation

N Valid 284 284

Missing 0 0

Mean 2.92 2.50

Std. Error of Mean .044 .074

Std. Deviation .740 1.243

Variance .548 1.544

Skewness -.343 .770

Std. Error of Skewness .145 .145

Range 3 4

Minimum 1 1

Maximum 4 5

Frequency Table

Q1 What do you do to maintain oral hygiene?

40
 a) Powder b) Gel c) Toothpaste d) Mouthwash

What do you do to maintain oral hygiene? Powder

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 11 3.9 3.9 3.9

No 273 96.1 96.1 100.0

Total 284 100.0 100.0

41
 What do you do to maintain oral hygiene? Gel

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 22 7.7 7.7 7.7

No 262 92.3 92.3 100.0

Total 284 100.0 100.0

42
What do you do to maintain oral hygiene? Toothpaste

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 248 87.3 87.3 87.3

No 36 12.7 12.7 100.0

Total 284 100.0 100.0

43
 What do you do to maintain oral hygiene? Mouthwash

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 52 18.3 18.3 18.3

No 232 81.7 81.7 100.0

Total 284 100.0 100.0

From the above charts we see that the people whom we surveyed mostly use toothpaste to
maintain their oral hygiene. From 284 respondents, 3.9% use powder, 7.7% use gel, 87.3% use
toothpaste and 18.3% use mouthwash as a tool to maintain their oral hygiene. This reflects the
market for toothpaste present in India. There are other options available but majority rely on
toothpaste with some who use both toothpaste and mouthwash together to cater to their hygiene
needs.

44
Q2 Which is your preferred brand?
a)Colgate b)Pepsodent c)Glister d)Dabur e)Closeup f)Others
Which is your preferred brand?

Cumulative
Frequency Percent Valid Percent Percent

Valid colgate 107 37.7 37.7 37.7

pepsodent 82 28.9 28.9 66.5

Glister 12 4.2 4.2 70.8

Dabur 18 6.3 6.3 77.1

close up 51 18.0 18.0 95.1

Others 14 4.9 4.9 100.0

Total 284 100.0 100.0

From the above table we can see that, there is oligopoly present in the oral care market in the
major cities in India. The consumers whom we surveyed majorly use colgate with 37.7% market
45
share followed by Pepsodent whose market share is 28.9%. Close up is also a major player with
18% market share. These three brands together capture 84.6% of the market leaving a very small
share for others such as Dabur, Glister and others. This data is majorly for the urban population.
The data however be totally different for the the consumers of rural India.

Q3 Rank the following in terms of quality?

Rank the following in terms of quality(1 being the lowest and 5 being the
highest) Colgate

Cumulative
Frequency Percent Valid Percent Percent

Valid rank 1 44 15.5 15.5 15.5

rank 2 40 14.1 14.1 29.6

rank 3 73 25.7 25.7 55.3

rank 4 65 22.9 22.9 78.2

rank 5 62 21.8 21.8 100.0

Total 284 100.0 100.0

46
 Rank the following in terms of quality(1 being the lowest and 5 being the
highest) Pepsodent

Cumulative
Frequency Percent Valid Percent Percent

Valid rank 1 30 10.6 10.6 10.6

rank 2 43 15.1 15.1 25.7

rank 3 69 24.3 24.3 50.0

rank 4 78 27.5 27.5 77.5

rank 5 64 22.5 22.5 100.0

Total 284 100.0 100.0

47
 Rank the following in terms of quality(1 being the lowest and 5 being the
highest) Close up

Cumulative
Frequency Percent Valid Percent Percent

Valid rank 1 27 9.5 9.5 9.5

rank 2 74 26.1 26.1 35.6

rank 3 91 32.0 32.0 67.6

rank 4 48 16.9 16.9 84.5

rank 5 44 15.5 15.5 100.0

Total 284 100.0 100.0

48
 Rank the following in terms of quality(1 being the lowest and 5 being the
highest) Glister

Cumulative
Frequency Percent Valid Percent Percent

Valid rank 1 111 39.1 39.1 39.1

rank 2 61 21.5 21.5 60.6

rank 3 21 7.4 7.4 68.0

rank 4 53 18.7 18.7 86.6

rank 5 38 13.4 13.4 100.0

Total 284 100.0 100.0

49
 Rank the following in terms of quality(1 being the lowest and 5 being the
highest) Dabur

Cumulative
Frequency Percent Valid Percent Percent

Valid rank 1 68 23.9 23.9 23.9

rank 2 83 29.2 29.2 53.2

rank 3 25 8.8 8.8 62.0

rank 4 37 13.0 13.0 75.0

rank 5 71 25.0 25.0 100.0

Total 284 100.0 100.0

50
From the above charts we can see that colgate has been ranked highest in quality by 21.8% of
consumers whom we surveyed. 25.7% of consumers have assigned it rank 3 and 22.9% has
assigned it rank 4. Thus it is considered as a high quality product. Pepsodent is also being
perceived as of high quality as 24.3% ranked it 3, 27.5% ranked it 4 and 22.3% of respondents
ranked it 5. Close up is perceived to be of a fair quality as 32% of respondents assigned it rank 3.
Glister however because of its lack of awareness is ranked to be low in quality and Dabur has a
mixed response of people.

51
Q4 What factors you look in while buying the toothpaste?
a)Price b)Protection c)Odour d)Color e)Composition
What factors you look in while buying the toothpaste? Price

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 38 13.4 13.4 13.4

No 246 86.6 86.6 100.0

Total 284 100.0 100.0

52
 What factors you look in while buying the toothpaste? Protection

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 205 72.2 72.2 72.2

No 79 27.8 27.8 100.0

Total 284 100.0 100.0

53
 What factors you look in while buying the toothpaste? Odour

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 56 19.7 19.7 19.7

No 228 80.3 80.3 100.0

Total 284 100.0 100.0

54
 What factors you look in while buying the toothpaste? Color

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 24 8.5 8.5 8.5

No 260 91.5 91.5 100.0

Total 284 100.0 100.0

What factors you look in while buying the toothpaste? Composition

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 54 19.0 19.0 19.0

No 230 81.0 81.0 100.0

Total 284 100.0 100.0

55
From the above tables, it can be seen that majority of the consumer look for protection of their
teeth while buying the toothpaste. 72.2% of the people whom we surveyed opted for protection.
19.7% of the respondents opted for odour as the factor they look for while buying the toothpaste
with composition chosen by 19%. Thus these two factors viz. odour and composition also affect
the buying decision of consumer for toothpaste. 13.4% of respondent look for price and 8.5% of
the respondent look for color in toothpaste. This shows that price is not taken into consideration
by majority when it comes to their oral hygiene. Also color does not attract majority as
toothpaste is perceived to provide hygiene only.

56
Q5 What attributes do you think ideal toothpaste should have?
a)Whitening b)Freshness c)Tasted)Color e)All of them f)Others
What attributes do you think ideal toothpaste should have? Whitening

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 67 23.6 23.6 23.6

No 217 76.4 76.4 100.0

Total 284 100.0 100.0

57
 What attributes do you think ideal toothpaste should have? Freshness

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 75 26.4 26.4 26.4

No 209 73.6 73.6 100.0

Total 284 100.0 100.0

What attributes do you think ideal toothpaste should have? Taste

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 29 10.2 10.2 10.2

No 255 89.8 89.8 100.0

Total 284 100.0 100.0

58
 What attributes do you think ideal toothpaste should have? Color

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 7 2.5 2.5 2.5

No 277 97.5 97.5 100.0

Total 284 100.0 100.0

59
 What attributes do you think ideal toothpaste should have? All of them

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 141 49.6 49.6 49.6

No 143 50.4 50.4 100.0

Total 284 100.0 100.0

60
 What attributes do you think ideal toothpaste should have? Others

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 56 19.7 19.7 19.7

No 228 80.3 80.3 100.0

Total 284 100.0 100.0

61
From the above tables and diagrams, it can be seen that a majority of 49.6% of respondents think
ideal toothpaste to be a blend of all the attributes mentioned. They do not want toothpaste to be
just good in one attribute but to give a mix of whiteness, freshness, taste and color. 23.6%
responded whiteness, 26.4% responded freshness, 10.2% responded taste, 2.5% responded color
and 19.7% responded other attributes.

Q6 Does your toothpaste have the characteristics of ideal toothpaste?

a)Yes b)No

62
 Does your toothpaste have the characteristic of ideal toothpaste?

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 221 77.8 77.8 77.8

No 63 22.2 22.2 100.0

Total 284 100.0 100.0

From above, it can be seen that 77.8% of respondents feel that their toothpaste have the
characteristic of ideal toothpaste. Thus, majority of the consumers are satisfied with the
toothpaste they are currently using.

Q7 Which type of toothpaste do you prefer?

a)Herbal b)Chemical c)Medicinal d)Mixture of chemical and herbal

63
 Which type of toothpaste do you prefer?

Cumulative
Frequency Percent Valid Percent Percent

Valid herbal 51 18.0 18.0 18.0

chemical 41 14.4 14.4 32.4

medicinal 59 20.8 20.8 53.2

mixture of chemical and 133 46.8 46.8 100.0

herbal

Total 284 100.0 100.0

From the above table, it can be seen that 46.8% of respondents prefer toothpaste whose
composition is a mixture of herbs and chemicals. However, 20.8% of respondents prefer
medicinal toothpaste. 18% of respondents want their toothpaste to be purely herbal and 14.4% of
respondents want it to be purely chemical. Thus it can be inferred that the presence of herbs in
toothpaste is highly favored. Neem, one of the herbs is considered to be best for teeth protection.

64
The presence of such herbs in their toothpaste provides a confidence to the consumers that their
toothpaste is providing them with the best hygiene.

Q8 What is the price range of toothpaste used by you?

a)Rs5-Rs25 b)Rs25-Rs50 c)Rs50-Rs100 d)Rs100 and above

What is the price range of the toothpaste used by you?

Cumulative
Frequency Percent Valid Percent Percent

Valid Rs5-Rs25 12 4.2 4.2 4.2

Rs25-Rs50 124 43.7 43.7 47.9

Rs50-Rs100 126 44.4 44.4 92.3

Rs100 and above 22 7.7 7.7 100.0

Total 284 100.0 100.0

65
From the consumers whom we surveyed, majority does not consider price to be an important
factor while considering their oral hygiene.

Q9 In which pack do you prefer your toothpaste?

a)Small pack b)Medium Pack c)Family pack

In which pack do you prefer your toothpaste?

Cumulative
Frequency Percent Valid Percent Percent

Valid small pack 25 8.8 8.8 8.8

medium pack 154 54.2 54.2 63.0

family pack 105 37.0 37.0 100.0

Total 284 100.0 100.0

66
54.2% of the respondents purchase a medium pack toothpaste and 37% go for family pack. Since
toothpaste is a product of daily need, consumer prefer to purchase it in large sizes available.

Q10 Do you feel satisfied with your toothpaste or you supplement it with a mouthwash?
a)Yes, I use it along with a mouthwash b)No, I am satisfied with my toothpaste

67
 Do you feel satisfied with your toothpaste or you supplement it with a mouthwash?

Cumulative
Frequency Percent Valid Percent Percent

Valid yes,i use it along with a 97 34.2 34.2 34.2

mouthwash

no, i am satisfied with my 186 65.5 65.5 99.6

toothpaste

missing 1 .4 .4 100.0

Total 284 100.0 100.0

65.5% of the respondents are satisfied with their toothpaste while 34.2% use their toothpaste
along with a mouthwash. From this data it can be inferred that the market for mouthwash is
increasing in India. People use toothpaste majorly for their oral hygiene but with changing
lifestyles and changing eating habits, they go for mouthwash to get the best hygiene.

68
Q11 If yes, for what reasons you go for a mouthwash which you think you don’t find in your
toothpaste?

If yes, for what reasons you go for a mouthwash which you think you don't find in
your toothpaste? Breath

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 32 11.3 11.3 11.3

No 59 20.8 20.8 32.0

not applicable 193 68.0 68.0 100.0

Total 284 100.0 100.0

69
 If yes, for what reasons you go for a mouthwash which you think you don't find in
your toothpaste? Freshness

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 57 20.1 20.1 20.1

No 34 12.0 12.0 32.0

not applicable 193 68.0 68.0 100.0

Total 284 100.0 100.0

70
 If yes, for what reasons you go for a mouthwash which you think you don't find in
your toothpaste? Sensitivity

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 11 3.9 3.9 3.9

No 80 28.2 28.2 32.0

not applicable 193 68.0 68.0 100.0

Total 284 100.0 100.0

71
 If yes, for what reasons you go for a mouthwash which you think you don't find in
your toothpaste? Others

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 4 1.4 1.4 1.4

No 87 30.6 30.6 32.0

not applicable 193 68.0 68.0 100.0

Total 284 100.0 100.0

The two major reasons people go for mouthwash are to cater to their bad breath and for
freshness. With the changing lifestyle, people are shifting towards eating fast foods and other
items which results in their bad breath. This can lead to embarrassment when is felt by others. To
prevent this embarrassment, people want to have a fresh breath and therefore they prefer using
mouthwash. Mouthwash can be carried along and can be used anytime and at anyplace which is
not so with toothpastes. This feature of mouthwash is resulting in its increasing use.

72
Q12 Does your mouthwash is available in the brand of toothpaste you use?
a)Yes b)No

Does your mouthwash is available in the brand of the toothpaste you use?

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 35 12.3 12.3 12.3

No 55 19.4 19.4 31.7

not applicable 194 68.3 68.3 100.0

Total 284 100.0 100.0

Out of 90 respondents who use mouthwash, 38.8% use the same brand of toothpaste and
mouthwash. However, 61.1% of respondents go for different brands of toothpaste and
mouthwash. From this it can be inferred that, people might use the same brands if they find it
73
satisfying but if there toothpaste lacks in some attribute, consumers try to gain those by using a
different brand of mouthwash or there is also a possibility of not having the mouthwash of same
brand available in the market. If this is so, different brands currently not having mouthwash in
their product line can add it as a new product in their respective product line and can gain a
market share in that segment.

Q13 Does your toothpaste provide you with the following attributes?

Does your toothpaste provide you with following attributes? Long Lasting Freshness

Cumulative
Frequency Percent Valid Percent Percent

Valid strongly agree 83 29.2 29.2 29.2

Agree 152 53.5 53.5 82.7

neither agree nor disagree 31 10.9 10.9 93.7

disagree 17 6.0 6.0 99.6

strongly disagree 1 .4 .4 100.0

Total 284 100.0 100.0

74
 Does your toothpaste provide you with following attributes? Whiteness

Cumulative
Frequency Percent Valid Percent Percent

Valid strongly agree 75 26.4 26.4 26.4

agree 175 61.6 61.6 88.0

neither agree nor disagree 25 8.8 8.8 96.8

disagree 7 2.5 2.5 99.3

strongly disagree 2 .7 .7 100.0

Total 284 100.0 100.0

75
 Does your toothpaste provide you with following attributes? Healthy tooth and gums

Cumulative
Frequency Percent Valid Percent Percent

Valid strongly agree 98 34.5 34.5 34.5

agree 133 46.8 46.8 81.3

neither agree nor disagree 47 16.5 16.5 97.9

disagree 5 1.8 1.8 99.6

strongly disagree 1 .4 .4 100.0

Total 284 100.0 100.0

76
 Does your toothpaste provide you with following attributes? Prevention of tooth decay

Cumulative
Frequency Percent Valid Percent Percent

Valid strongly agree 96 33.8 33.8 33.8

agree 131 46.1 46.1 79.9

neither agree nor disagree 41 14.4 14.4 94.4

disagree 16 5.6 5.6 100.0

Total 284 100.0 100.0

77
 Does your toothpaste provide you with following attributes? Use of natural herbs

Cumulative
Frequency Percent Valid Percent Percent

Valid strongly agree 41 14.4 14.4 14.4

agree 70 24.6 24.6 39.1

neither agree nor disagree 117 41.2 41.2 80.3

disagree 52 18.3 18.3 98.6

strongly disagree 4 1.4 1.4 100.0

Total 284 100.0 100.0

78
 Does your toothpaste provide you with following attributes? Good Foaming

Cumulative
Frequency Percent Valid Percent Percent

Valid strongly agree 70 24.6 24.6 24.6

agree 132 46.5 46.5 71.1

neither agree nor disagree 65 22.9 22.9 94.0

disagree 16 5.6 5.6 99.6

strongly disagree 1 .4 .4 100.0

Total 284 100.0 100.0

79
 Does your toothpaste provide you with following attributes? Good taste

Cumulative
Frequency Percent Valid Percent Percent

Valid strongly agree 103 36.3 36.3 36.3

agree 140 49.3 49.3 85.6

neither agree nor disagree 33 11.6 11.6 97.2

disagree 6 2.1 2.1 99.3

strongly disagree 2 .7 .7 100.0

Total 284 100.0 100.0

80
From the above tables and diagram it can be seen that, majority of the respondents agree that
their toothpaste provide them with most of the attributes such as long lasting freshness (53.5%),
whiteness (61.6%), healthy tooth and gums (46.8%), prevention of tooth decay (46.1%), use of
natural herbs (24.6%), good foaming (46.5%) and good taste (49.3%). This infers that there are
very small chances of providing a differentiation in their products by various brands. Most of the
different brands provide almost same kind of attribute with an finitely small differentiating
factor.

Q14 Please allocate 100 points among the characteristics in such a way that the allocation
represents the importance of each characteristic to you.

81
 Please allocate 100 points among the characteristics given below? Long
Lasting Freshness

Cumulative
Frequency Percent Valid Percent Percent

Valid 0-10 6 2.1 2.1 2.1

10-20 90 31.7 31.7 33.8

20-30 152 53.5 53.5 87.3

30-40 26 9.2 9.2 96.5

40-50 4 1.4 1.4 97.9

50-60 4 1.4 1.4 99.3

60-70 2 .7 .7 100.0

Total 284 100.0 100.0

82
 Please allocate 100 points among the characteristics given below?
Whiteness

Cumulative
Frequency Percent Valid Percent Percent

Valid 0-10 5 1.8 1.8 1.8

10-20 112 39.4 39.4 41.2

20-30 142 50.0 50.0 91.2

30-40 22 7.7 7.7 98.9

60-70 3 1.1 1.1 100.0

Total 284 100.0 100.0

83
Please allocate 100 points among the characteristics given below? Healthy
tooth and gums

Cumulative
Frequency Percent Valid Percent Percent

Valid 0-10 15 5.3 5.3 5.3

10-20 102 35.9 35.9 41.2

20-30 135 47.5 47.5 88.7

30-40 25 8.8 8.8 97.5

40-50 6 2.1 2.1 99.6

50-60 1 .4 .4 100.0

Total 284 100.0 100.0

84
 Please allocate 100 points among the characteristics given below?
Prevention of tooth decay

Cumulative
Frequency Percent Valid Percent Percent

Valid 0-10 24 8.5 8.5 8.5

10-20 128 45.1 45.1 53.5

20-30 110 38.7 38.7 92.3

30-40 20 7.0 7.0 99.3

40-50 2 .7 .7 100.0

Total 284 100.0 100.0

85
 Please allocate 100 points among the characteristics given below? Use of
natural herbs

Cumulative
Frequency Percent Valid Percent Percent

Valid 0-10 124 43.7 43.7 43.7

10-20 122 43.0 43.0 86.6

20-30 33 11.6 11.6 98.2

30-40 4 1.4 1.4 99.6

70-80 1 .4 .4 100.0

Total 284 100.0 100.0

86
Please allocate 100 points among the characteristics given below? Good
Foaming

Cumulative
Frequency Percent Valid Percent Percent

Valid 0-10 128 45.1 45.1 45.1

10-20 125 44.0 44.0 89.1

20-30 29 10.2 10.2 99.3

30-40 1 .4 .4 99.6

40-50 1 .4 .4 100.0

Total 284 100.0 100.0

87
 Please allocate 100 points among the characteristics given below? Good
taste

Cumulative
Frequency Percent Valid Percent Percent

Valid 0-10 103 36.3 36.3 36.3

10-20 131 46.1 46.1 82.4

20-30 47 16.5 16.5 98.9

30-40 3 1.1 1.1 100.0

Total 284 100.0 100.0

88
From the above tables it can be seen that four factors are of major importance to the respondents.
These factors are long lasting freshness (53.5% allocated points in the range of 20-30),
Whiteness (50% allocated points in the range of 20-30), healthy tooth and gums (47.5% allocated
points in the range of 20-30) and prevention of tooth decay (45.1% allocated points in the range
of 10-20). The other three factors viz, use of natural herbs, good foaming and good taste are of
lesser importance in comparison to the first four factors.

Q15 Do you buy a different brand of toothpaste especially for your kids?
a)Always b)Sometimes c)Never

89
 Do you buy a different brand of toothpaste especially for your kids?

Cumulative
Frequency Percent Valid Percent Percent

Valid Always 20 7.0 7.0 7.0

sometimes 50 17.6 17.6 24.6

Never 41 14.4 14.4 39.1

not applicable 173 60.9 60.9 100.0

Total 284 100.0 100.0

Out of 111 respondents who have kids, only 18% buy a different brand for their kids whereas
others go for same brand for kids. The current toothpaste market has few brands which are
specially for kids but their popularity is still not very high. This shows that toothpaste companies
still are not able to provide consumers a differentiating factor which should be present in the
toothpaste used by kids or companies are not able to convince their consumers that the oral needs
of adults and kids vary and need varying care.
90
Q16 Do all your family members use the same toothpaste?

Do all your family members use the same toothpaste?

Cumulative
Frequency Percent Valid Percent Percent

Valid yes 205 72.2 72.2 72.2

no 79 27.8 27.8 100.0

Total 284 100.0 100.0

From this it can be seen that 72.2% of the respondents use a single brand of toothpaste in their
home for all the family members and only 27.8% use different brands. Thus it can be inferred
that toothpaste is still perceived by consumers to be a family product which can be use by every
member of the family and requires very less variation alongwith the variation in the consumer.

91
Q17 Do you prefer using toothpaste that has some color?

Do you prefer using toothpaste that has some color?

Cumulative
Frequency Percent Valid Percent Percent

Valid yes 111 39.1 39.1 39.1

no 173 60.9 60.9 100.0

Total 284 100.0 100.0

Only 39.1% of respondents see color as an important factor in their toothpaste. With the
advancement in time, many brands has launched toothpaste with varying colors such as red, blue,
green, pink etc. But only a few consumer segment is attracted by them with major of the
population looking for other important factors.
Q18 When you see toothpaste that is not your usual brand, but has a free toothpaste with it.
92
 a)You will probably buy it b)You will give it a closer look c)You don’t care

When you see a toothpaste that is not your usual brand but has a free toothbrush with it.

Cumulative
Frequency Percent Valid Percent Percent

Valid you will probably buy it 37 13.0 13.0 13.0

you will give it a closer look 72 25.4 25.4 38.4

you don't care 175 61.6 61.6 100.0

Total 284 100.0 100.0

From the above table, it can be seen that 61.6% of the respondents don’t care about such
promotional activities done by toothpaste brands. Only 13% of the respondents change there
buying decision because of such promotions. Thus it can be inferred that consumers do not
switch brands just because of promotional offers when it comes to their oral hygiene.

93
Q19 Do you use the same brand every time or you keep switching to others?
a)yes, I use the same brand b)I keep changing my toothpaste brand c)I have not
changed it in a long time but I might change it I find some other better

Do you use the same brand every time or you keep switching to others?

Cumulative
Frequency Percent Valid Percent Percent

Valid yes, i use the same brand 112 39.4 39.4 39.4

i keep changing my 83 29.2 29.2 68.7

toothpaste brand

i have not changed it in a 89 31.3 31.3 100.0

long time but i might change
it if i find some other better

Total 284 100.0 100.0

94
From this it can be seen that 70.7% of respondents are using the same brand of toothpaste. Out of
these, 31.3% might change their brands if find some other better. Thus it can be inferred that
consumers for oral care industry are brand loyal.

Q20 How often you visit your dentist?

How often you visit your dentist?

Cumulative
Frequency Percent Valid Percent Percent

Valid 1-2 month 12 4.2 4.2 4.2

2-4 months 13 4.6 4.6 8.8

4-6 months 54 19.0 19.0 27.8

6 months and above 205 72.2 72.2 100.0

Total 284 100.0 100.0

95
Q21 Would you prefer a toothpaste brand that is certified by a dental organization or by you own
dentist?
a)Yes b)No

Would you prefer a toothpaste brand that is certified by a dental organisation or by your own
dentist?

Cumulative
Frequency Percent Valid Percent Percent

Valid yes, i prefer toothpaste with a 189 66.5 66.5 66.5

dentist recommendation

no, i don't care 95 33.5 33.5 100.0

Total 284 100.0 100.0

From the above table it can be seen that majority of the respondents, 66.5%, prefer toothpaste
with a dentist recommendation. This is a large number. The various brands can tap these

96
segments of consumers by providing a dental certification on their product or by word of mouth
from the practicing dentists.

Q22 Match the following brands of toothpaste with their taglines.

Match the following brands of toothpaste with their taglines - Colgate Active Salt

Cumulative
Frequency Percent Valid Percent Percent

Valid subah iski, to din tumhara ho 2 .7 .7 .7

dentist ka sujhaya no.1 brand 3 1.1 1.1 1.8

kya aapke toothpaste me 246 86.6 86.6 88.4

namak hai

solid indian daant 4 1.4 1.4 89.8

main nahi mera toothpaste 7 2.5 2.5 92.3

fail ho gaya

paas aao pass aao na 1 .4 .4 92.6

missing 21 7.4 7.4 100.0

Total 284 100.0 100.0

97
 Match the following brands of toothpaste with their taglines - Close Up

Cumulative
Frequency Percent Valid Percent Percent

Valid subah iski, to din tumhara ho 6 2.1 2.1 2.1

dentist ka sujhaya no.1 brand 4 1.4 1.4 3.5

kya aapke toothpaste me 3 1.1 1.1 4.6

namak hai

solid indian daant 3 1.1 1.1 5.6

main nahi mera toothpaste 2 .7 .7 6.3

fail ho gaya

paas aao pass aao na 245 86.3 86.3 92.6

missing 21 7.4 7.4 100.0

Total 284 100.0 100.0

98
 Match the following brands of toothpaste with their taglines - Colgate

Cumulative
Frequency Percent Valid Percent Percent

Valid subah iski, to din tumhara ho 4 1.4 1.4 1.4

dentist ka sujhaya no.1 brand 239 84.2 84.2 85.6

kya aapke toothpaste me 4 1.4 1.4 87.0

namak hai

solid indian daant 4 1.4 1.4 88.4

main nahi mera toothpaste 9 3.2 3.2 91.5

fail ho gaya

paas aao pass aao na 3 1.1 1.1 92.6

missing 21 7.4 7.4 100.0

Total 284 100.0 100.0

99
 Match the following brands of toothpaste with their taglines - Pepsodent

Cumulative
Frequency Percent Valid Percent Percent

Valid subah iski, to din tumhara ho 8 2.8 2.8 2.8

dentist ka sujhaya no.1 brand 11 3.9 3.9 6.7

kya aapke toothpaste me 5 1.8 1.8 8.5

namak hai

solid indian daant 6 2.1 2.1 10.6

main nahi mera toothpaste 226 79.6 79.6 90.1

fail ho gaya

paas aao pass aao na 7 2.5 2.5 92.6

missing 21 7.4 7.4 100.0

Total 284 100.0 100.0

100
 Match the following brands of toothpaste with their taglines - Babool

Cumulative
Frequency Percent Valid Percent Percent

Valid subah iski, to din tumhara ho 236 83.1 83.1 83.1

dentist ka sujhaya no.1 brand 2 .7 .7 83.8

kya aapke toothpaste me 4 1.4 1.4 85.2

namak hai

solid indian daant 6 2.1 2.1 87.3

main nahi mera toothpaste 9 3.2 3.2 90.5

fail ho gaya

paas aao pass aao na 6 2.1 2.1 92.6

missing 21 7.4 7.4 100.0

Total 284 100.0 100.0

101
 Match the following brands of toothpaste with their taglines - Dabur Lal

Cumulative
Frequency Percent Valid Percent Percent

Valid subah iski, to din tumhara ho 7 2.5 2.5 2.5

dentist ka sujhaya no.1 brand 4 1.4 1.4 3.9

kya aapke toothpaste me 2 .7 .7 4.6

namak hai

solid indian daant 239 84.2 84.2 88.7

main nahi mera toothpaste 10 3.5 3.5 92.3

fail ho gaya

paas aao pass aao na 1 .4 .4 92.6

missing 21 7.4 7.4 100.0

Total 284 100.0 100.0

102
From the above tables, it can be seen that majority of the respondents identify the various
advertisements of different toothpastes. Thus it can be inferred that advertisements do play an
important role in gaining the product i.e. toothpaste attention in the mind of the consumers and
does affect their perception about the different brands.
Q23 Are you vegetarian or non- vegetarian?

Are you vegetarian or non-vegetarian?

Cumulative
Frequency Percent Valid Percent Percent

Valid Veg 178 62.7 62.7 62.7

non-veg 106 37.3 37.3 100.0

Total 284 100.0 100.0

103
Q24 Does your food habit affect your toothpaste buying decision?

Does your food habit affect your toothpaste buying decision?

Cumulative
Frequency Percent Valid Percent Percent

Valid yes, i use one which matches 80 28.2 28.2 28.2

problems associated with my
food habit

no, it doesnt matter 204 71.8 71.8 100.0

Total 284 100.0 100.0

104
Q25 Do you brush in accordance with your food habit?

Do you brush in accordance with your food habit?

Cumulative
Frequency Percent Valid Percent Percent

Valid yes, i brush more when i 35 12.3 12.3 12.3

have fried food

no, i always brush twice a 123 43.3 43.3 55.6

day

no, i always brush once a day 125 44.0 44.0 99.6

irrespective of what i take

missing 1 .4 .4 100.0

Total 284 100.0 100.0

105
 Which age group you fit best?

Cumulative
Frequency Percent Valid Percent Percent

Valid under 10 4 1.4 1.4 1.4

11-20 64 22.5 22.5 23.9

20-30 143 50.4 50.4 74.3

30-40 26 9.2 9.2 83.5

40-50 34 12.0 12.0 95.4

50-60 8 2.8 2.8 98.2

60 n above 5 1.8 1.8 100.0

Total 284 100.0 100.0

106
 Which income level you belong to?

Cumulative
Frequency Percent Valid Percent Percent

Valid under Rs 1.5 lacs 125 44.0 44.0 44.0

Rs 1.5lacs- Rs 3 lacs 63 22.2 22.2 66.2

Rs 3 lacs - Rs 5 lacs 48 16.9 16.9 83.1

Rs 5 lacs n above 43 15.1 15.1 98.2

missing 5 1.8 1.8 100.0

Total 284 100.0 100.0

107
 Qualification

Cumulative
Frequency Percent Valid Percent Percent

Valid uneducated 9 3.2 3.2 3.2

10+2 63 22.2 22.2 25.4

graduate 154 54.2 54.2 79.6

postgraduate 58 20.4 20.4 100.0

Total 284 100.0 100.0

108
 Vocation

Cumulative
Frequency Percent Valid Percent Percent

Valid unemployed 57 20.1 20.1 20.1

student 121 42.6 42.6 62.7

service 48 16.9 16.9 79.6

business 24 8.5 8.5 88.0

housewife 34 12.0 12.0 100.0

Total 284 100.0 100.0

109
CROSSTABS /TABLES=X2 BY X401 X402 X403 X404 X405 /FORMAT=AVALUE
TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL
/BARCHART.

Crosstabs

110
 Notes

Output Created 08-Mar-2010 00:54:14

Comments

Input Data C:\Documents and

Settings\User\Desktop\mr.sav

Active Dataset DataSet1

Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data 284

File

Missing Value Handling Definition of Missing User-defined missing values are treated
as missing.

Cases Used Statistics for each table are based on all

the cases with valid data in the specified
range(s) for all variables in each table.

Syntax CROSSTABS
/TABLES=X2 BY X401 X402 X403
X404 X405
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT
/COUNT ROUND CELL
/BARCHART.

Resources Processor Time 0:00:01.312

Elapsed Time 0:00:01.469

Dimensions Requested 2

Cells Available 174762

[DataSet1] C:\Documents and Settings\User\Desktop\mr.sav

111
 Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Which is your preferred 284 100.0% 0 .0% 284 100.0%

brand? * What factors you
look in while buying the
toothpaste? Price

Which is your preferred 284 100.0% 0 .0% 284 100.0%

brand? * What factors you
look in while buying the
toothpaste? Protection

Which is your preferred 284 100.0% 0 .0% 284 100.0%

brand? * What factors you
look in while buying the
toothpaste? Odour

Which is your preferred 284 100.0% 0 .0% 284 100.0%

brand? * What factors you
look in while buying the
toothpaste? Color

Which is your preferred 284 100.0% 0 .0% 284 100.0%

brand? * What factors you
look in while buying the
toothpaste? Composition

Which is your preferred brand? * What factors you look in while buying the
toothpaste? Price

112
 Crosstab

Count

What factors you look in while

buying the toothpaste? Price

yes no Total

Which is your preferred colgate 14 93 107

brand? pepsodent 10 72 82

glister 0 12 12

dabur 5 13 18

close up 7 44 51

others 2 12 14

Total 38 246 284

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 5.196a 5 .392

Likelihood Ratio 6.151 5 .292

Linear-by-Linear Association .263 1 .608

N of Valid Cases 284

a. 3 cells (25.0%) have expected count less than 5. The minimum

expected count is 1.61.

113
From the above table and graph it can be inferred that consumers when buy the toothpaste do not
look into price factor.

Which is your preferred brand? * What factors you look in while buying the
toothpaste? Protection

114
 Crosstab

Count

What factors you look in while

buying the toothpaste? Protection

yes no Total

Which is your preferred colgate 73 34 107

brand? pepsodent 68 14 82

glister 9 3 12

dabur 9 9 18

close up 36 15 51

others 10 4 14

Total 205 79 284

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 10.076a 5 .073

Likelihood Ratio 10.077 5 .073

Linear-by-Linear Association .246 1 .620

N of Valid Cases 284

a. 2 cells (16.7%) have expected count less than 5. The minimum

expected count is 3.34.

115
From the above table and graph it can be inferred that the brands which the consumers are
currently using are having the protection attribute in them.

Which is your preferred brand? * What factors you look in while buying the
toothpaste? Odour

116
 Crosstab

Count

What factors you look in while

buying the toothpaste? Odour

yes no Total

Which is your preferred colgate 19 88 107

brand? pepsodent 18 64 82

glister 2 10 12

dabur 2 16 18

close up 14 37 51

others 1 13 14

Total 56 228 284

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 4.756a 5 .446

Likelihood Ratio 5.078 5 .406

Linear-by-Linear Association .093 1 .761

N of Valid Cases 284

a. 3 cells (25.0%) have expected count less than 5. The minimum

expected count is 2.37.

117
From the above table and graph it can be inferred that the brands which the consumers are
currently using are not providing them fresh breath throughout the day. This is a drawback in the
products and brands should try to improvise on this attribute.

Which is your preferred brand? * What factors you look in while buying the
toothpaste? Color

118
 Crosstab

Count

What factors you look in while

buying the toothpaste? Color

yes no Total

Which is your preferred colgate 13 94 107

brand? pepsodent 4 78 82

glister 0 12 12

dabur 4 14 18

close up 3 48 51

others 0 14 14

Total 24 260 284

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 10.492a 5 .062

Likelihood Ratio 11.505 5 .042

Linear-by-Linear Association 1.220 1 .269

N of Valid Cases 284

a. 4 cells (33.3%) have expected count less than 5. The minimum

expected count is 1.01.

119
From the above table and graph it can be inferred that the brands which the consumers are
currently using are not because of their attractive colors.

Which is your preferred brand? * What factors you look in while buying the
toothpaste? Composition

120
 Crosstab

Count

What factors you look in while

buying the toothpaste? Composition

yes no Total

Which is your preferred colgate 18 89 107

brand? pepsodent 10 72 82

glister 5 7 12

dabur 4 14 18

close up 10 41 51

others 7 7 14

Total 54 230 284

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 15.670a 5 .008

Likelihood Ratio 13.266 5 .021

Linear-by-Linear Association 4.879 1 .027

N of Valid Cases 284

a. 3 cells (25.0%) have expected count less than 5. The minimum

expected count is 2.28.

121
122
CROSSTABS /TABLES=X2 BY X6 /FORMAT=AVALUE TABLES
/STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART.

Crosstabs

Notes

Output Created 08-Mar-2010 01:10:13

Comments

Input Data C:\Documents and

Settings\User\Desktop\mr.sav

Active Dataset DataSet1

Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data 284

File

Missing Value Handling Definition of Missing User-defined missing values are treated
as missing.

Cases Used Statistics for each table are based on all

the cases with valid data in the specified
range(s) for all variables in each table.

Syntax CROSSTABS
/TABLES=X2 BY X6
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT
/COUNT ROUND CELL
/BARCHART.

Resources Processor Time 0:00:00.297

Elapsed Time 0:00:00.297

Dimensions Requested 2

Cells Available 174762

123
[DataSet1] C:\Documents and Settings\User\Desktop\mr.sav

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Which is your preferred 284 100.0% 0 .0% 284 100.0%

brand? * Does your
toothpaste have the
characteristic of ideal
toothpaste?

Which is your preferred brand? * Does your toothpaste have the characteristic of ideal
toothpaste? Crosstabulation

Count

Does your toothpaste have the

characteristic of ideal toothpaste?

yes no Total

Which is your preferred colgate 78 29 107

brand? pepsodent 65 17 82

glister 10 2 12

dabur 15 3 18

close up 43 8 51

others 10 4 14

Total 221 63 284

124
 Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 3.707a 5 .592

Likelihood Ratio 3.759 5 .585

Linear-by-Linear Association 1.480 1 .224

N of Valid Cases 284

a. 3 cells (25.0%) have expected count less than 5. The minimum

expected count is 2.66.

From the above table and graph it can be inferred that the brands which the consumers are
currently using are having the characteristic of their ideal toothpaste adding to the customer
satisfaction.

125
CROSSTABS /TABLES=X2 BY X10 /FORMAT=AVALUE TABLES
/STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART.

Crosstabs

126
 Notes

Output Created 08-Mar-2010 01:10:59

Comments

Input Data C:\Documents and

Settings\User\Desktop\mr.sav

Active Dataset DataSet1

Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data 284

File

Missing Value Handling Definition of Missing User-defined missing values are treated
as missing.

Cases Used Statistics for each table are based on all

the cases with valid data in the specified
range(s) for all variables in each table.

Syntax CROSSTABS
/TABLES=X2 BY X10
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT
/COUNT ROUND CELL
/BARCHART.

Resources Processor Time 0:00:00.297

Elapsed Time 0:00:00.406

Dimensions Requested 2

Cells Available 174762

[DataSet1] C:\Documents and Settings\User\Desktop\mr.sav

127
 Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Which is your preferred 284 100.0% 0 .0% 284 100.0%

brand? * Do you feel
satisfied with your toothpaste
or you supplement it with a
mouthwash?

Which is your preferred brand? * Do you feel satisfied with your toothpaste or you supplement it with a
mouthwash? Crosstabulation

Count

Do you feel satisfied with your toothpaste or you

supplement it with a mouthwash?

yes,i use it along no, i am satisfied

with a with my
mouthwash toothpaste missing Total

Which is your preferred colgate 40 67 0 107

brand? pepsodent 26 55 1 82

glister 7 5 0 12

dabur 3 15 0 18

close up 16 35 0 51

others 5 9 0 14

Total 97 186 1 284

128
 Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 8.886a 10 .543

Likelihood Ratio 9.006 10 .532

Linear-by-Linear Association .013 1 .910

N of Valid Cases 284

a. 8 cells (44.4%) have expected count less than 5. The minimum

expected count is .04.

From the above table and graph it can be inferred that the brands which the consumers are
currently using are providing them with satisfaction, thereby not providing the need to
supplement it with mouthwash.

129
CROSSTABS /TABLES=X2 BY X1301 X1302 X1303 X1304 X1305 X1306 X1307
/FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT
ROUND CELL /BARCHART.

Crosstabs

130
 Notes

Output Created 08-Mar-2010 01:11:55

Comments

Input Data C:\Documents and

Settings\User\Desktop\mr.sav

Active Dataset DataSet1

Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data 284

File

Missing Value Handling Definition of Missing User-defined missing values are treated
as missing.

Cases Used Statistics for each table are based on all

the cases with valid data in the specified
range(s) for all variables in each table.

Syntax CROSSTABS
/TABLES=X2 BY X1301 X1302 X1303
X1304 X1305 X1306 X1307
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT
/COUNT ROUND CELL
/BARCHART.

Resources Processor Time 0:00:02.000

Elapsed Time 0:00:02.078

Dimensions Requested 2

Cells Available 174762

[DataSet1] C:\Documents and Settings\User\Desktop\mr.sav

131
 Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Which is your preferred 284 100.0% 0 .0% 284 100.0%

brand? * Does your
toothpaste provide you with
following attributes? Long
Lasting Freshness

Which is your preferred 284 100.0% 0 .0% 284 100.0%

brand? * Does your
toothpaste provide you with
following attributes?
Whiteness

Which is your preferred 284 100.0% 0 .0% 284 100.0%

brand? * Does your
toothpaste provide you with
following attributes? Healthy
tooth and gums

Which is your preferred 284 100.0% 0 .0% 284 100.0%

brand? * Does your
toothpaste provide you with
following attributes?
Prevention of tooth decay

Which is your preferred 284 100.0% 0 .0% 284 100.0%

brand? * Does your
toothpaste provide you with
following attributes? Use of
natural herbs

Which is your preferred 284 100.0% 0 .0% 284 100.0%

brand? * Does your
toothpaste provide you with
following attributes? Good
Foaming

Which is your preferred 284 100.0% 0 .0% 284 100.0%

brand? * Does your
toothpaste provide you with
following attributes? Good
taste
132
Which is your preferred brand? * Does your toothpaste provide you with
following attributes? Long Lasting Freshness

Crosstab

Count

Does your toothpaste provide you with following

attributes? Long Lasting Freshness

neither agree nor

strongly agree agree disagree

Which is your preferred colgate 25 61 8

brand? pepsodent 22 46 11

glister 6 5 1

dabur 8 7 1

close up 20 28 3

others 2 5 7

Total 83 152 31

Crosstab

Count

Does your toothpaste provide you

with following attributes? Long
Lasting Freshness

disagree strongly disagree Total

Which is your preferred colgate 12 1 107

brand? pepsodent 3 0 82

glister 0 0 12

dabur 2 0 18

close up 0 0 51

others 0 0 14

Total 17 1 284

133
 Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 45.291a 20 .001

Likelihood Ratio 40.257 20 .005

Linear-by-Linear Association 3.637 1 .057

N of Valid Cases 284

a. 16 cells (53.3%) have expected count less than 5. The minimum

expected count is .04.

From the above table and graph it can be inferred that most of the consumers agree that the
brands which they are currently using are providing them with long lasting freshness.

134
Which is your preferred brand? * Does your toothpaste provide you with
following attributes? Whiteness

Crosstab

Count

Does your toothpaste provide you with following attributes? Whiteness

neither agree nor

strongly agree agree disagree disagree

Which is your preferred colgate 21 70 14 2

brand? pepsodent 22 53 5 1

glister 6 6 0 0

dabur 6 6 2 3

close up 19 29 2 1

others 1 11 2 0

Total 75 175 25 7

Crosstab

Count

Does your
toothpaste
provide you with
following
attributes?
Whiteness

strongly disagree Total

Which is your preferred colgate 0 107

brand? pepsodent 1 82

glister 0 12

dabur 1 18

close up 0 51

others 0 14

Total 2 284

135
 Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 42.424a 20 .002

Likelihood Ratio 34.178 20 .025

Linear-by-Linear Association .822 1 .365

N of Valid Cases 284

a. 19 cells (63.3%) have expected count less than 5. The minimum

expected count is .08.

From the above table and graph it can be inferred that most of the consumers agree that the
brands which they are currently using are providing them with whiteness.

136
Which is your preferred brand? * Does your toothpaste provide you with
following attributes? Healthy tooth and gums

Crosstab

Count

Does your toothpaste provide you with following attributes? Healthy

tooth and gums

neither agree nor

strongly agree agree disagree disagree

Which is your preferred colgate 31 50 24 2

brand? pepsodent 32 41 7 2

glister 6 4 2 0

dabur 9 2 7 0

close up 13 30 6 1

others 7 6 1 0

Total 98 133 47 5

137
 Crosstab

Count

Does your
toothpaste
provide you with
following
attributes?
Healthy tooth
and gums

strongly disagree Total

Which is your preferred colgate 0 107

brand? pepsodent 0 82

glister 0 12

dabur 0 18

close up 1 51

others 0 14

Total 1 284

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 30.733a 20 .059

Likelihood Ratio 31.503 20 .049

Linear-by-Linear Association .470 1 .493

N of Valid Cases 284

a. 17 cells (56.7%) have expected count less than 5. The minimum

expected count is .04.

138
From the above table and graph it can be inferred that most of the consumers agree that the
brands which they are currently using are providing them with healthy tooth and gums.

Which is your preferred brand? * Does your toothpaste provide you with
following attributes? Prevention of tooth decay

139
 Crosstab

Count

Does your toothpaste provide you with following

attributes? Prevention of tooth decay

neither agree nor

strongly agree agree disagree

Which is your preferred colgate 31 49 19

brand? pepsodent 32 40 8

glister 4 6 1

dabur 9 4 4

close up 15 26 8

others 5 6 1

Total 96 131 41

Crosstab

Count

Does your
toothpaste
provide you with
following
attributes?
Prevention of
tooth decay

disagree Total

Which is your preferred colgate 8 107

brand? pepsodent 2 82

glister 1 12

dabur 1 18

close up 2 51

others 2 14

Total 16 284

140
 Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 13.903a 15 .533

Likelihood Ratio 14.230 15 .508

Linear-by-Linear Association .110 1 .740

N of Valid Cases 284

a. 10 cells (41.7%) have expected count less than 5. The minimum

expected count is .68.

From the above table and graph it can be inferred that most of the consumers agree that the
brands which they are currently using are providing them with prevention of tooth decay.

141
Which is your preferred brand? * Does your toothpaste provide you with
following attributes? Use of natural herbs

Crosstab

Count

Does your toothpaste provide you with following attributes? Use of

natural herbs

neither agree nor

strongly agree agree disagree disagree

Which is your preferred colgate 9 21 54 20

brand? pepsodent 12 19 32 19

glister 3 4 4 1

dabur 9 4 4 0

close up 5 19 17 10

others 3 3 6 2

Total 41 70 117 52

Crosstab

Count

Does your
toothpaste
provide you with
following
attributes? Use
of natural herbs

strongly disagree Total

Which is your preferred colgate 3 107

brand? pepsodent 0 82

glister 0 12

dabur 1 18

close up 0 51

others 0 14

Total 4 284

142
 Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 41.503a 20 .003

Likelihood Ratio 39.826 20 .005

Linear-by-Linear Association 6.859 1 .009

N of Valid Cases 284

a. 16 cells (53.3%) have expected count less than 5. The minimum

expected count is .17.

From the above table and graph it can be inferred that most of the consumers neither agree nor
disagree that the brands which they are currently using are providing them with use of natural

143
herbs. This means that the current brands are not tapping the benefits which can occur from
having the use of natural herbs.

Which is your preferred brand? * Does your toothpaste provide you with
following attributes? Good Foaming

Crosstab

Count

Does your toothpaste provide you with following attributes? Good

Foaming

neither agree nor

strongly agree agree disagree disagree

Which is your preferred colgate 20 41 38 7

brand? pepsodent 22 44 16 0

glister 7 3 2 0

dabur 9 7 0 2

close up 11 33 5 2

others 1 4 4 5

Total 70 132 65 16

144
 Crosstab

Count

Does your
toothpaste
provide you with
following
attributes? Good
Foaming

strongly disagree Total

Which is your preferred colgate 1 107

brand? pepsodent 0 82

glister 0 12

dabur 0 18

close up 0 51

others 0 14

Total 1 284

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 69.334a 20 .000

Likelihood Ratio 64.673 20 .000

Linear-by-Linear Association .685 1 .408

N of Valid Cases 284

a. 17 cells (56.7%) have expected count less than 5. The minimum

expected count is .04.

145
From the above table and graph it can be inferred that most of the consumers agree that the
brands which they are currently using are providing them with good foaming.

Which is your preferred brand? * Does your toothpaste provide you with
following attributes? Good taste

146
 Crosstab

Count

Does your toothpaste provide you with following attributes? Good taste

neither agree nor

strongly agree agree disagree disagree

Which is your preferred colgate 30 59 18 0

brand? pepsodent 27 47 7 1

glister 6 3 1 1

dabur 10 4 1 2

close up 28 22 1 0

others 2 5 5 2

Total 103 140 33 6

Crosstab

Count

Does your
toothpaste
provide you with
following
attributes? Good
taste

strongly disagree Total

Which is your preferred colgate 0 107

brand? pepsodent 0 82

glister 1 12

dabur 1 18

close up 0 51

others 0 14

Total 2 284

147
 Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 73.531a 20 .000

Likelihood Ratio 58.599 20 .000

Linear-by-Linear Association .650 1 .420

N of Valid Cases 284

a. 16 cells (53.3%) have expected count less than 5. The minimum

expected count is .08.

From the above table and graph it can be inferred that most of the consumers agree that the
brands which they are currently using are providing them with good taste.

148
CROSSTABS /TABLES=X2 BY X19 /FORMAT=AVALUE TABLES
/STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART.

Crosstabs

Notes

Output Created 08-Mar-2010 01:13:11

Comments

Input Data C:\Documents and

Settings\User\Desktop\mr.sav

Active Dataset DataSet1

Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data 284

File

Missing Value Handling Definition of Missing User-defined missing values are treated
as missing.

Cases Used Statistics for each table are based on all

the cases with valid data in the specified
range(s) for all variables in each table.

Syntax CROSSTABS
/TABLES=X2 BY X19
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT
/COUNT ROUND CELL
/BARCHART.

Resources Processor Time 0:00:00.297

Elapsed Time 0:00:00.313

Dimensions Requested 2

Cells Available 174762

149
[DataSet1] C:\Documents and Settings\User\Desktop\mr.sav

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Which is your preferred 284 100.0% 0 .0% 284 100.0%

brand? * Do you use the
same brand every time or you
keep switching to others?

Which is your preferred brand? * Do you use the same brand every time or you keep switching to
others? Crosstabulation

Count

Do you use the same brand every time or you keep

switching to others?

i have not
changed it in a
long time but i
i keep changing might change it if
yes, i use the my toothpaste i find some other
same brand brand better Total

Which is your preferred colgate 43 25 39 107

brand? pepsodent 30 24 28 82

glister 4 7 1 12

dabur 15 1 2 18

close up 16 18 17 51

others 4 8 2 14

Total 112 83 89 284

150
 Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 29.755a 10 .001

Likelihood Ratio 29.824 10 .001

Linear-by-Linear Association .570 1 .450

N of Valid Cases 284

a. 5 cells (27.8%) have expected count less than 5. The minimum

expected count is 3.51.

From the above table and graph it can be inferred that colgate is having the brand loyalty of
76.6%, Pepsodent has the brand loyalty of 70.7%, Glister has 41.66%, Dabur has 94.4%, and
close up has 64.7%. Dabur is having the highest brand loyalty from its competitors. Though it
has a small market share but its market share is consistent because of its customers brand loyalty.

151
CROSSTABS /TABLES=X23 BY X24 /FORMAT=AVALUE TABLES
/STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART.

Crosstabs

Notes

Output Created 08-Mar-2010 01:13:55

Comments

Input Data C:\Documents and

Settings\User\Desktop\mr.sav

Active Dataset DataSet1

Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data 284

File

Missing Value Handling Definition of Missing User-defined missing values are treated
as missing.

Cases Used Statistics for each table are based on all

the cases with valid data in the specified
range(s) for all variables in each table.

Syntax CROSSTABS
/TABLES=X23 BY X24
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT
/COUNT ROUND CELL
/BARCHART.

Resources Processor Time 0:00:00.281

Elapsed Time 0:00:00.391

Dimensions Requested 2

Cells Available 174762

152
[DataSet1] C:\Documents and Settings\User\Desktop\mr.sav

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Are you vegetarian or non- 284 100.0% 0 .0% 284 100.0%

vegetarian? * Does your food
habit affect your toothpaste
buying decision?

Are you vegetarian or non-vegetarian? * Does your food habit affect your toothpaste
buying decision? Crosstabulation

Count

Does your food habit affect your

toothpaste buying decision?

yes, i use one

which matches
problems
associated with no, it doesnt
my food habit matter Total

Are you vegetarian or non- veg 50 128 178

vegetarian? non-veg 30 76 106

Total 80 204 284

153
 Chi-Square Tests

Asymp. Sig. (2- Exact Sig. (2- Exact Sig. (1-

Value df sided) sided) sided)

Pearson Chi-Square .001a 1 .969

Continuity Correctionb .000 1 1.000

Likelihood Ratio .001 1 .969

Fisher's Exact Test 1.000 .537

Linear-by-Linear Association .001 1 .969

N of Valid Cases 284

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 29.86.

b. Computed only for a 2x2 table

154
From this it can be inferred that whether a consumer is vegetarian or non-vegetarian, it does not
affect its toothpaste buying decision.

CROSSTABS /TABLES=X23 BY X25 /FORMAT=AVALUE TABLES

/STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL /BARCHART.

Crosstabs

Notes

Output Created 08-Mar-2010 01:15:12

Comments

Input Data C:\Documents and

Settings\User\Desktop\mr.sav

Active Dataset DataSet1

Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data 284

File

Missing Value Handling Definition of Missing User-defined missing values are treated
as missing.

Cases Used Statistics for each table are based on all

the cases with valid data in the specified
range(s) for all variables in each table.

Syntax CROSSTABS
/TABLES=X23 BY X25
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNT
/COUNT ROUND CELL
/BARCHART.

Resources Processor Time 0:00:00.296

Elapsed Time 0:00:00.296

Dimensions Requested 2

155
[DataSet1] C:\Documents and Settings\User\Desktop\mr.sav

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Are you vegetarian or non- 284 100.0% 0 .0% 284 100.0%

vegetarian? * Do you brush in
accordance with your food
habit?

Are you vegetarian or non-vegetarian? * Do you brush in accordance with your food habit?
Crosstabulation

Count

Do you brush in accordance with your food habit?

no, i always brush

yes, i brush more once a day
when i have fried no, i always irrespective of
food brush twice a day what i take

Are you vegetarian or non- veg 22 81 74

vegetarian? non-veg 13 42 51

Total 35 123 125

156
 Are you vegetarian or non-vegetarian? * Do you brush in
accordance with your food habit? Crosstabulation

Count

Do you brush in
accordance with
your food habit?

missing Total

Are you vegetarian or non- veg 1 178

vegetarian? non-veg 0 106

Total 1 284

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 1.773a 3 .621

Likelihood Ratio 2.111 3 .550

Linear-by-Linear Association .204 1 .651

N of Valid Cases 284

a. 2 cells (25.0%) have expected count less than 5. The minimum

expected count is .37.

157
From this it can be inferred that most of the consumers brush once or twice without having any
affect of their eating habits.

158
 CONCLUSIONS AND RECOMMENDATION
Based on the above data analysis and interpretation, it can be concluded that

• Majority of Indian consumers rely on toothpaste with some who use both
toothpaste and mouthwash together to cater to their hygiene needs. With various
players present in this industry, there is oligopoly present in the oral care market
in the major cities in India. Colgate with 37.7% market share, Pepsodent whose
market share is 28.9% and Close up with 18% market share are the major players
in this industry. These three brands together capture 84.6% of the market leaving
a very small share for others such as Dabur, Glister and others.

• Most of the brands are perceived by customers to be providing a high quality to

them. There is not much differentiation in the basic features of all the product,
however, there are various product segmentation present.

• Protection of teeth is the most important factor followed by odour and

composition which affect the buying decision of consumer for toothpaste.

• Price is not taken into consideration by majority when it comes to their oral
hygiene.

• Also color does not attract majority as toothpaste is perceived to provide hygiene
only. With the advancement in time, many brands has launched toothpaste with
varying colors such as red, blue, green, pink etc. But only a few consumer
segments are attracted by them with major of the population looking for other
important factors.

Majority of the respondents think ideal toothpaste to be a blend of all the attributes and
not with one or two attributes. Also, majority of the respondents feel that their toothpaste have
the characteristic of ideal toothpaste. Thus, the various toothpaste brands have been successful in
providing customer satisfaction. Also the presence of herbs in toothpaste is highly favored. India
is a land of Ayurveda and herbs. This affects the attitude and perception of Indian consumers
towards the use of herbs in toothpastes as an value added feature.

159
Most of the toothpaste purchases are made in medium or family packs since toothpaste is a
product of daily need of customers.

• A major conclusion is the increasing market for mouthwash in India. The lifestyle
and eating conditions of Indian consumer are changing very rapidly. With the
changing lifestyle, people are shifting towards eating fast foods and other items
which results in their bad breath. This can lead to embarrassment when is felt by
others. To prevent this embarrassment, people want to have a fresh breath and
therefore prefer using mouthwash. This increasing mouthwash market is a
currently new in India and various brands can make an edge in this industry by
making a best use of this market by launching various mouthwash ranges with
innovative ideas.

• Also the popularity for toothpaste market exclusively for kids is still not very
high. This shows that toothpaste companies still are not able to provide consumers
a differentiating factor which should be present in the toothpaste used by kids or
companies are not able to convince their consumers that the oral needs of adults
and kids vary and need varying care. This is a potential market which if properly
targeted would be resulting in increased market shares.

• Consumers for oral care industry are very much brand loyal. Dabur is having the
highest brand loyalty from its competitors. Though it has a small market share but
its market share is consistent because of its customers brand loyalty. Brand
loyalty is also high for other brands. This makes it difficult for the various brands
to attract new customers.

• Also dentist recommendation affects the buying behavior of Indian consumers

and therefore it should be taken into appropriate consideration by its customers.

• Advertisements do play an important role in gaining the product i.e. toothpaste

attention in the mind of the consumers and does affect their perception about the
different brands. The advertisement competition is very fierce in the current
market with every brand launching new improved ads every year. And this should
be maintained in order to sustain the respective product presence in consumer
minds.

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 LIMITATIONS OF THE STUDY

 The Research was based on a sample of 286 customers. Therefore, the generalizations of
the results of the study are limited as defined by the size of the sample and the
generalizations of the findings for the other brands are also unwarranted.

 The present study lacks internal validity. Thus, notwithstanding its richness of data, it
lacks control of variables. Thereby influencing the research results.

 The selected brands are chosen with regards to their sales and popularity due to their
large product depth and vast availability.

 This data is majorly for the urban population. The data however could be totally different
for the consumers of rural India.

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 Appendix

Questionnaire

We would be thankful if you share some of your valuable opinion regarding the following
questionnaire. I assure you that the information provided by you will be kept confidential
and will be used for academic purpose only.
1) What do you do to maintain oral hygiene? (Tick one or more)
a) Powder b) Gel c) Toothpaste d) Mouthwash
2) Which is your preferred brand?
a) Colgate b) Pepsodent c) Glister d) Dabur
e) Close up f) if other, please specify ________________
3) Rank the following in terms of quality (1 being the lowest and 5 being the highest)
a) Colgate b) Pepsodent c) Close up d) Glister e) Dabur
4) What factors you look in while buying the toothpaste? (Tick one or more)
a) Price b) Protection c) Odour d) Color e) Composition
5) What attributes do you think ideal toothpaste should have? (Tick one or more)
a) Whitening b) Freshness c) Taste d) Color
e) All of them f) if other, please specify ________________
6) Does your toothpaste have the characteristics of ideal toothpaste?
a) Yes b) No
7) Which type of toothpaste do you prefer?
a) Herbal b) Chemical c) Medicinal d) Mixture of chemical and herbal
8) What is the price range of toothpaste used by you?
a) Rs 5- Rs 25 b) Rs 25- Rs 50 c) Rs 50-100 d) Rs 100 and above
9) In which pack do you prefer your toothpaste?
a) Small pack b) Medium pack c) Family pack
10) Do you feel satisfied with your toothpaste or you supplement it with a mouthwash?
a) Yes, I use it along with a mouthwash b) No, I am satisfied with my toothpaste

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11) If yes, for what reasons you go for a mouthwash which you think you don’t find in your
toothpaste? (Tick one or more)
a) Breath b) Freshness c) Sensitivity d) if other, please specify __________
12) Does your mouthwash is available in the brand of toothpaste you use?
a) Yes b) No
13) Does your toothpaste provide you with the following attributes? Give 1,2,3,4,5 according to
your preference.
ATTRIBUTES StronglyAgree Agree NeitherAgreeNorDisagree Disagree StronglyDisagree
1 2 3 4 5
a) Long lasting freshness
b) Whiteness
c) Healthy tooth & gums
d) Prevention of tooth decay
e) Use of natural herbs
f) Good foaming
g) Good taste
14) Below are seven characteristics of toothpaste. Please allocate 100 points among the
characteristics in such a way that the allocation represents the importance of each characteristic
to you. The more points that you assign to a characteristic, the more important it is. If the
characteristic is totally unimportant, you should not allocate any points to it. When you’ve
finished, please double check to make sure that your total adds to 100.
CHARACTERISTICS OF TOOTHPASTE NUMBER OF POINTS
a) Long lasting freshness __________
b) Whiteness __________
c) Healthy tooth & gums __________
d) Prevention of tooth decay __________
e) Use of natural herbs __________
f) Good foaming __________
g) Good taste __________
100 points
15) Do you buy a different brand of toothpaste especially for your kids?

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 a) Always b) Sometimes c) Never
16) Do all your family members use the same toothpaste? If no, then please give the name?
a) Yes b) No____________________
17) Do you prefer using toothpaste that has some color?
a) Yes b) No
18) When you see toothpaste that is not your usual brand, but has a free toothbrush with it.
a) You will probably buy it b) You will give it a closer look c) You don’t care
19) Do you use the same brand every time or you keep switching to others?
a) Yes, I use the same brand
b) I keep changing my toothpaste brands
c) I have not change it in a long time but I might change it if I find some other better
20) How often you visit your dentist?
a) 1-2 month b) 2-4 month c) 4-6 month d) 6 months and above
21) Would you prefer a toothpaste brand that is certified by a dental organization or by your own
dentist?
a) Yes, I prefer toothpaste with a dentist recommendation
b) No, I don’t care.
22) Please match the following brands of toothpaste with their tag lines:-
a) Colgate active salt subah iski, to din tumhara ho
b) Close up dentist ka sujhaya no. 1 brand
c) Colgate kya apke toothpaste me namak hai
d) Pepsodent solid Indian daant
e) Babool main nahi, mera toothpaste fail ho gaya
f) Dabur lal pass aao pass aao na
23) Are you a vegetarian or non- vegetarian?
a) Veg b) Non- veg
24) Does your food habit affect your toothpaste buying decision?
a) Yes, I use one which matches problems associated with my food habit
b) No, it does not matter
25) Do you brush in accordance with your food habit?

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 a) Yes, I brush more when I have fried food
b) No, I always brush twice a day
c) No, I always brush once a day irrespective of what I take
26) Which age group you fit best?
a) Under 10 b) 11-20 c) 20-30 d) 30-40
e) 40-50 f) 50-60 g) Above 60
27) Which income level you belong to?
a) Under Rs 1, 50, 000 b) Rs 1,50,000 – Rs. 3,00,000
c) Rs 3,00,000 – Rs 5,00,000 d) Rs 5,00,000 and above
Qualification
a) Not educated b) 10+2 c) Graduate d) Post Graduate
Vocation
a) Unemployed b) Student c) Service d) Business e) Housewife
Name:-
Contact number:-
Address:-

THANK YOU FOR YOUR HELP

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 BIBLIOGRAPHY

BOOKS

• Kothari, C.R., Research Methodology, 3rd Edition, Wishwa Prakasan, New Delhi, 2003.

• Kotler, Philips, Marketing Management, Eleventh Edition, Pearson Publication Ltd,

Singapore, 2003.

• Rampal, M.K, Gupta, S.L, Project Report Writing, 1rt Edition, Galgotia Publishing Company,
New Delhi, 2001

WEBSITES

• www.hll.com

• www.colgate.com

• www.allbusiness.com

• www.wikipedia.com

• www.asiamarketresearch.com

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