TO STUDY THE CONSUMERS

PERCEPTIONS ABOUT
TOOTHPASTES OF
DIFFERENT BRANDS

Submitted To: Submitted by:

Dr. Purva Kansal Ajay Kansay

UBS, PU Vipin Chahal

MBA GEN (Sec-B)

Semester III

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 Table of Contents
Executive Summary .................................................................................................3
Introduction ..............................................................................................................3
Trends ...................................................................................................................4
Competitive landscape .........................................................................................4
Prospects ...............................................................................................................5
Research Objectives .................................................................................................6
Research Questions ..................................................................................................6
Hypothesis .................................................................................................................6
Research design ........................................................................................................7
Measurement Scales.................................................................................................7
Sampling Plan ...........................................................................................................7
Data Analysis and Hypothesis Testing Technique................................................7
Table 1 ...................................................................................................................7
References .................................................................................................................9

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Executive Summary

Oral cleanliness is looked to be a standout amongst the most vital angles to keep up great wellbeing
since the pre-present day period where characteristic items like Neem adheres were utilized to
keep up great teeth. With the headway of innovation in the present day time, items like toothpastes,
mouth washes, dental floss, and teeth whiteners have been presented.

Understanding the significance of these items in customers day by day lives particularly
toothpastes, many organizations like P and G, Hindustan Unilever and so forth are wanting to
dispatch items to battle for the offer of the current market goliaths. Before propelling another item
in the market, the organizations need to understand the elements influencing the purchasing
conduct in order to plan their promoting procedures to take into account the right buyer segment(s).

In this Exploratory research, we will study four major players of Indian toothpaste market that are
Colgate, close-up, Pepsodent and Babool on five attributes that are price, cleansing power,
medicinal value, cavity protection, and Prevention against bad breath using multi-dimensional
scaling technique.

Introduction

Envision eating without teeth or how much and what do individuals with dentures eat. So
conservation of the same is of most extreme significance.

Today in oral care showcase one can purchase a toothbrush in the market for an astounding Rs.999
and we have a wide assortment of toothpastes to look over. One can purchase toothpaste of 200
gm. for as low as Rs.26 to as high as Rs.98, does that imply that Indian preletariat has turned out
to be oral wellbeing cleanliness cognizant, well here are a couple of certainties which demonstrate
the genuine picture of Indian oral care:

Many individuals in India still clean their teeth with customary items like neem twigs,
salt, fiery remains, tobacco or other home grown fixings.

Average all India per capita utilization of toothpaste is a terrible 82gms

The dental specialist to populace proportion is a basically low 1:35000 in the nation.
This outcomes in low oral cleanliness cognizance and boundless dental ailments

Less than 15% of the Indian toothpaste clients brush twice every day.

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 The toothpaste showcase developed at a CAGR of 5-6% during 2011-2013. Be that as
it may, in 2014 the market developed by just 4%.

Colgate and Hindustan Lever together record for more than 85% of the composed
toothpaste showcase.

Red and Black toothpowder still records for 35% of the toothpowder advertise.

In toothpowders, Colgate and Pepsodent are the main players sharing between them
75% of the market.

Penetration of toothpowder in the urban zones has been declining, as an ever increasing
number of shoppers change from powders to glue.

So now with the genuine picture before us, we can construe that still in India individuals are absent
towards experimenting with new and better methods for their dental care. In any case, with
developing extra cash in the hands of the country populace and the different advertising systems
by various toothpaste organizations one can see the developing impact on the majority.

Additionally with the developing rivalry in the toothpaste advertise, organizations are propelling
new and creative items to snatch a piece of the pie which is profiting the present clients as well as
is drawing in the non-clients and is likewise teaching them on the advantages of oral social
insurance.

Be that as it may, even now the Indian oral care industry is on its creating direction simply like the
Indian economy and requires consolidated exertion with respect to organizations and in addition
the general population of India to get the message out of advantages of oral social insurance and
the safety measures to be taken.

Trends

Oral care recorded somewhat slower development in 2016 than in 2015, which was because of
expanded entrance of oral care items, for example, toothpastes and toothbrushes, and in addition
being because of the demonetisation measure taken by the administration toward the finish of
2016. Buyers are indicating expanding eagerness to spend on oral cleanliness, which presents
chances to oral tend to presenting premium items that deliver concerns identifying with finish oral
care, brightening, affectability and gum wellbeing, among others.

Competitive landscape

Colgate-Palmolive India kept on driving Indian oral care in 2016, instructing a retail esteem offer
of half. The organization's esteem offer of oral care declined by one rate point in 2016, as there
was expanded rivalry from household players; be that as it may, even with rising rivalry, the
organization remained significant and dynamic through new item dispatches and by supporting its

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brands with advertising and advancements. The organization, inferable from its substantial size,
figured out how to enroll the biggest aggregate increment in esteem deals inside oral care in 2016.

Prospects

Oral care is required to develop at a CAGR of 2% at consistent 2016 costs over the gauge time
frame, with deals set to achieve INR124.2 billion out of 2021. Oral care items, for example,
toothpaste and toothbrushes have a portion of the most noteworthy infiltration rates inside
magnificence and individual care in the nation; be that as it may, toothpaste and toothbrushes have
achieved a level of development in the Indian market because of their long-standing nearness in
the nation. Future development of oral care will be driven by expanded advancement inside the
classification, with shoppers adjusting to mouthwashes/dental flushes and dental floss items over
the figure time frame. Customers are progressively putting an accentuation on individual
cleanliness and are indicating readiness to spend on oral care items with esteem included
advantages, for example, brightening, gum reinforcing and general oral cleanliness.

INDIAN MARKET SHARE

1% 1%

16% colgate pepsodent

10%
close up others
51%

meswak anchor
21%

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Research Objectives
To determine the consumer preferences while buying toothpastes in the age group of 18-
27 years.
To determine the various factors affecting the purchase of toothpastes.
To determine the brand preferences for toothpastes in the age group.
To determine the type of toothpastes preferred by consumers in the age group.
To determine the positioning of various brands in the minds of consumers in the age group.

Research Questions
1. How many dimensions the consumers consider when they think of these brands.
2. Which attribute influenced consumers the most when they think of the these brands

Hypothesis

H0. Consumers think of all these attributes equally when they think of these toothpaste
brands

H1. Consumers see price as a significant aspect when they think of these toothpaste brands.

H2. Consumers see cleansing power as a significant aspect when they think of these toothpaste
brands.

H3. Consumers see medicinal value as a significant aspect when they think of these toothpaste
brands.

H4. Consumers see cavity protection as a significant aspect when they think of these toothpaste
brands.

H5. Consumers see Prevention against bad breath as a significant aspect when they think of
these toothpaste brands.

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Research design
An exploratory survey design will be used to study various dimensions the consumers consider
when they think of these brands.

Measurement Scales
The 7 point Likert scale would be used to find out how the respondents perceive the features of a
mobile phone.

Sampling Plan
The sample for survey would be taken on the following basis.
Sample Frame: People residing or working in India
Sample Unit: Anyone in the age group of 18-27 years
Sample Size: 110 respondents
Sampling Method: Simple random sampling

Data Analysis and Hypothesis Testing Technique

To evaluate the consumers perceptions about toothpastes of different brands, we will use
attribute based perceptual mapping using Multi-Dimensional Scaling.

This technique would be carried out the help of software like MS-Excel, SPSS etc.

Table 1

Objective of the Hypothesis Attributes

study
To determine the H1. Consumers see price
consumer preferences price as a significant
while buying aspect when they
toothpastes in the age think of these
group of 18-27 years. toothpaste brands.
H2. Consumers see cleansing power
cleansing power as a
significant aspect
when they think of

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these toothpaste
brands.

H3. Consumers see medicinal value

medicinal value as a
significant aspect
when they think of
these toothpaste
brands.

H4. Consumers see cavity protection

cavity protection as a
significant aspect
when they think of
these toothpaste
brands.

H5. Consumers see Prevention against

Prevention against bad breath
bad breath as a
significant aspect
when they think of
these toothpaste
brands.

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References

1. Vani, G., Babu, M. G., & Panchanatham, N. (2010). Toothpaste brands-a study of
consumer behavior in Bangalore city. Journal of economics and Behavioral Studies, 1(1),
27-39.
2. Bahal, S., & Sahay, A. (2015). Promoting Oral Health in Rural India: The Case of
Pepsodent. Global Business Review, 16(3), 524-536.
3. http://www.colgate.co.in/en/in/oc
4. https://www.hul.co.in/
5. http://www.dabur.com/
6. https://www.wattpad.com/55403766-toothpaste-market-in-india-to-2017