A

Live Research Project Report

on
Consumer Behaviour towards Sale Promotion on
Colgate Toothpaste
At
Udaipur
Submitted in partial fulfilment for the award of two years’ full time
Master’s in Business Administration
(2018-2020)
By
RashikTandon

Faculty Guide Company Guide

Mr. Shivoham Singh PratyushThaledi

FACULTY OF MANAGEMENT
Pacific Academy of Higher Education and Research
Pacific Hills, Airport RoadPratap Nagar Extension
Udaipur 313003
 Declaration

I hereby declare that the work embodied in my Live Research Project,

entitled A Study on Consumer Behaviour towards Sale Promotion On
Colgate Toothpaste:Udaipur City is my own bona fide work carried out
by me under the supervisionof Mr. Shivoham Singh. I have fulfilled all the
requirement mandatory for the completion of the Live Research Project
Report.

Date:

Place: Signature of Student

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 Preface

Consumer King - There is deep truth in this statement. At present the success of any
company depends on customer satisfaction. To satisfy consumers, companies must
know about consumer behaviour. Under these circumstances, it is very difficult to
understand consumers because of changes in technological innovation and changes in
lifestyle. According to the view given by the researchers, there are two factors that
influence consumers such as internal and external factors. It is difficult to classify
consumers based on traditional demographic factors and unless their thought processes
and purchasing behaviour are solely the decisions made on the design and packaging of
products, brands and distribution channels tend to be inaccurate. With the inevitability
of a big change on the horizon. Indian companies must learn from their Western
counterparts, not only to identify the source, timing and direction of change affecting
India, but also from new competencies and perspectives that will be able to respond to
these changes, broadly and effectively.

This research mainly focuses on understanding external factors such as demography,

social, culture, price, characteristics of quality products, etc. to buy toothpaste. The
market share of any product is determined by consumer buying behaviour. To analyse
consumer priorities and consumer awareness, the following study was conducted by me
to ascertain consumer behaviour. Descriptive research designs were adopted and data
have been collected through primary and secondary sources. The method used to conduct
the survey is a questionnaire. A simple random sampling technique was adopted for
consumer selection.

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 ACKNOWLEDGEMENT
It is not possible to prepare a project report without assistance & encouragement of other
people. This one is certainly no exception. On the very outset of this report, I would like
to extend my sincere & heartfelt obligation towards all the personages who have helped
me in this endeavour. Without their active guidance, help, cooperation & encouragement,
I would not have headway in the project.
I am ineffably indebted to Shivoham Singh for conscientious guidance and
encouragement to accomplish this assignment. I am extremely thankful and pay my
gratitude to my faculty MR. Shivoham Singh for her valuable guidance and support on
completion of this project in its presently.
I extended my gratitude to Pacific Institute of Management for giving me this
opportunity. I also acknowledge with a deep sense of reverence, my gratitude towards my
parents and member of family& friends, who has always supported me morally as well as
economically.
At last but not least gratitude goes to all of my friends who directly or indirectly helped
me to complete this Dissertation.

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 Content
Chapter 1 Introduction 1-7

Chapter 2 Research Methodology 8-12

Chapter 3 Data Analysis & Interpretation 13-27

Chapter 4 Major Findings & Conclusion 28-29

Chapter 5 Bibliography 30

Chapter 6 Questionnaire 31-33

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 Chapter: 1
Introduction

Consumer Behaviour is termed as the behaviour consumers seek for the purchase,
use, evaluation, and disposal of products, services, and ideas that they expect will
meet their needs. The study of consumer behaviour is not only related to what
consumers buy, but also why they buy it, when and how they buy it, and how often
they buy. It is concerned with learning the specific meanings that the product has for
consumers. Consumer research occurs at every stage of consumption, before
purchase, during purchase, and after purchase.
As a consumer we all are unique and uniqueness is reflected in the consumer pattern
and the process. The study of the consumer behaviour provides us with the reason
why consumers differ from one another in buying using products and services. We
receive stimuli from the environment and the specifies of the marketing strategies of
different products and strategies of different products and services, and respond to
these stimuli in terms of either buying or not buying product. In between the stage
of recieving the stimuli and responding to it, the consumer goes through the process
of making the decision.

According to Philip Kotler, consumer behaviour is defined as "all the psychological,

social, and physical behaviour of potential customers as they become aware of
evaluation, purchase, consumption, and others about products and services".

The scope of consumer behaviour includes not only the actual buyer and the act of
his purchase, but also the different roles played by different individuals and their
influence on the final purchase decision. Personal consumer behaviour is influenced
by economic, social, cultural, psychological and personal factors.
A consumer is an ultimate buyer. However, the term buyer is broader than
consumer. There are two category of Buyers namely, individual Consumer and
Business Buyer. An Individual consumer buys for a personal consumption. But a
business buyer buys thing for the manufacturing other products or for reselling or
for the use in the running of his enterprise.

The study of consumer behaviour is concerned with all aspects of purchasing

behaviour – from pre-purchase activities through to post-purchase consumption,
evaluation and disposal activities. It is also concerned with all persons involved,
either directly or indirectly, in purchasing decisions and consumption activities
including brand-influencers and opinion leaders.

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The study of consumer behaviour is concerned not only with what consumers buy,
but also with why they buy it, when and how they buy it, and how often they buy it.
It is concerned with learning the specific meaning that products hold for consumers.
Consumer research takes place at every phase of consumption process, before the
purchase, during the purchase and after the purchase.

The study of consumer behaviour is concerned not only with what consumers
buy,but also with why they buy it, when and how they buy it, and how often
they buy it. It is concerned with learning the specific meanings that products hold
for consumers. Consumer research takes place at every phase of consumption
process, before the purchase, during the purchase and after the purchase.

Sale Promotion
Sales promotion is a part of promotional mix. Sales promotion refers to the activities
which supplement and co-ordinate personal selling and advertising to attract
customers to buy a product. Sales promotion methods include displays,
demonstrations, expositions, exhibitions and other non-recurrent selling efforts
which aim at impelling spot buying action by prospective customers.

Sale promotion techniques are indirect and non-personal. Sales promotion activities
are more common for consumer’s goods marketing than for industrial goods.
Consumers are attracted by displays, packaging and publicity. Sales promotion
devices are also a source of information to the customers.

Sales promotion refers to the activities which supplement and co-ordinate personal
selling and advertising to attract customers to buy a product. Sales promotion
methods include displays, demonstrations, expositions, exhibitions and other non-
recurrent selling efforts which aim at impelling spot buying action by prospective
customers.

As analysed by L. Percy “sales promotion, or what we call traditional promotion, is

usually defined as any direct purchasing incentive, reward, or promise that is offered
for making a specific purchase or taking a specific purchase-related action.”

Sales promotion devices can include premiums, coupons, contests temporary price
reduction, free goods, letters to trade, literature, educational material, displays and
trade shows. Sales promotion takes into consideration the communication gaps that
always exist between the producer and the consumer. Sales Promotion should
therefore be closely coordinated with advertising and personal selling.

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Sale Promotion – 7 Tools of Sales Promotion

A variety of sales promotion types are available to the small business owners. Some
of them are discussed below. Some authors also term them as tools of sales
promotion.

1. Distribution of Free Samples – It is a very effective way of sales promotion. When

consumers get free sample of the goods which is shortly to be introduced or has just
been introduced in the market, they get an opportunity to test the product and
examine its merits before they decide to purchase it.

2. Coupons – It is also an effective promotional tool. Coupon is a sort of certificate

which is kept inside the package. It is also distributed by mail or door-to-door. The
customer presents the coupon to a retailer concern and gets the goods delivered.
This gives the consumer to test the quality and fitness of the product offered for sale
to his own conditions. The ultimate motto is to increase the sale of an existing
product or to introduce a new product.

3. Premiums – In this method, a purchaser is offered another product free of cost or

at less than its actual cost. Premium as a promotional tool is used for various
purposes like to introduce a new product, to attract new customers, to improve off
season sale, to discourage competitions, etc.

4. Price-Off Promotion – This device of consumer oriented sales promotion provides

an opportunity to the purchasers to get the product at a reduced price. This device is
generally used to attract consumers for a particular period on a particular occasion.
It is available in two forms – first, the reduction in price and the second, more than
one item is packed and made available at a reduced price. We find this device
generally at the time of festivals.

5. Fairs and Exhibitions – Display of goods in fairs and exhibitions also leads to sales
promotion. Now-a-days, fairs and exhibitions are held at national and international
levels. In such exhibitions, there is not only product promotion, but the industrialists
also get some innovative ideas which prompt them to develop their products for
benefit of all.

6. Buying Allowance – It is a short-term device which is used to induce the

middlemen for promoting sales. In this method, the middleman gets buying
allowance after purchase of goods more than a fixed point. It is generally paid in
cash. In few cases it is also deducted from the total payment.

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7. Free Goods – This is also an important sales promotion device meant for the
middlemen. In this method, the middlemen get few goods free of cost, particularly
after crossing the minimum limit.

Growth of Sale Promotion

Sale Promotion has grown substantially in recent years. There are several reasons for
this dramatic growth in the Sale Promotion:

1. Increasing Competition

The air of change is gaining momentum after the introduction of economic

liberalization. Due to increase in competition, companies are finding it increasingly
difficult to compete on quality. They are therefore resorting to more innovative
methods of sales promotion. In order to have a competitive advantage over its
competitors like Levis, Pepe, Killer and others, Spykar Jeans, once a year has a grand
sale of upto 50%.

2. Customers Have Become More Price Sensitive

This increased price sensitivity is a direct result of rampant inflation. Economic

recession is likely to fuel this trend further, as consumers and dealers become more
sensitive towards prices. If the customers get branded jeans at half the actual price,
then they are definitely going to make huge purchases of Spykar Jeans because they
want value for their money, as they are price sensitive.

3. Sales Promotions Generally Create An Immediate Positive Impact On Sales

Advertising, personal selling and other methods of promotion produce slower sales
response compared to sales promotion. Sales promotions are mostly for short
duration, for a specified period, leading to a sense of urgency in consumers to buy
now. This creates an immediate positive impact on sales.

4. Products have become more standardized

In many product categories, there is a proliferation of brands; many of them are line
extensions and me-too brands. Most brands are being perceived by consumers to be
more or less similar within a given price range because of the inability of
manufacturers to develop truly differentiated products. Under these circumstances,
advertising messages are unable to strongly influence the consumers’ perceptions
and create brand franchise. As a result of these perceptions of similarity among
brands, marketers have no way but to compete on the basis of extra benefit offered
through sales promotion. Competing companies struggle to capture market share by
using every tool likely to bring sales success.

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5. Consumer Acceptance

As competition intensifies and promotions proliferate, consumers have learnt to

earn the rewards of being smart shoppers. Over a period of time, they have also
learnt that brands on promotion are not necessarily of lower quality.
Spykar Jeans, if sold at disount rates, are not perceived to be a brand of low quality.
Instead, if word is out of a mega discount scheme for Spykar Jeans, then people even
time their purchase accordingly.

6. Advertising has become more Expensive and Less Effective

All the advertising media have become quite expensive. Audio-visual medium, which
is considered as the most effective for short-duration ads, may cost in excess of
rupees One lakh for a ten second exposure during prime time. In many cases,
consumers have reached a point of boredom due to excessive advertising on TV.
Some consumers even consider advertising as an intrusion into their privacy, leading
to zapping (surfing channels). Firms with small budgets cannot compete with big
companies, which spend huge sums of money on advertising. For these small budget
firms, sales promotion is a more cost-effective promotion method to produce sales
results.

7.Trade Has Become More Powerful

Retailers and wholesalers have become powerful and find themselves in a position
to demand extra facilities from the companies. They Channel members demand
more incentives to get the desired results. Manufacturers do not seem to have any
alternatives but to concede to their demands, keeping in view the competitive
market conditions. In shopping malls like Globus and Lifestyle, decent margins have
to be paid to them in order to have shelf visibility for your brand.

8. Emphasis On Sales Volumes

Towards achieving the long-term profit goals, manufacturers try to attain high sales
volume. Brand managers and product managers find themselves under pressure to
achieve short-term sales results for the sake of their careers.

History

“William Colgate & Company” was started in 1806. William Colgate was a maker of
soap and candle by himself. The firm began selling bars in regular weights in the
1840s. The company was well-run as “Colgate & Company” under the managing of
his son, “Samuel Colgate” after the death of William Colgate. His son Colgate
introduced a perfumed soap in 1872, by the name of “Cashmere Bouquet” and then

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in 1873 the firm introduced toothpaste, aromatic toothpaste sold in jars. In 1908
they initiated mass selling of toothpaste in tubes.

In 1898, In Milwaukee, Wisconsin, the B.J. Johnson Company was manufacturing a

soap wholly of palm and olive oil, the technique of which was urbanized by B.J.
Johnson. The soap was well-liked a sufficient amount to rename their corporation
after it – “Palmolive”. At the go round of the century Palmolive, which enclosed both
palm and olive oils, was the world’s best-selling soap. A Kansas based soap
manufacturer known as the Peet Brothers merged with Palmolive to become
Palmolive-Peet. In 1928, Palmolive-Peet bought the Colgate Company to generate
the Colgate-Palmolive-Peet Company. In 1953 “Peet” was dropped from the label,
send-off only “Colgate-Palmolive Company”, the existing name.

Colgate-Palmolive has extended been in fierce opposition with Procter & Gamble,
the world’s largest soap and detergent maker. P&G introduced its Tide laundry
detergent shortly after World War II, and thousands of consumers turned from
Colgate’s soaps. When P&G started putting fluoride in its toothpaste after that the
Colgate lost its figure one place in the toothpaste market. In the commencement of
television, Colgate-Palmolive wished to compete with Procter & Gamble as a sponsor
of soap operas. The company sponsored many events in part; they were for the most
part famous for being the full sponsor of the entertainment in instalments The
Doctors.

In 2006, Colgate-Palmolive announced the intended acquisition of Tom’s of Maine, a

leading maker of natural toothpaste, for US $100M.Tom’s of Maine was founded by
Tom Chappell in 1970.

Today, Colgate has frequent subsidiary organizations with a leg on each side of 200
countries, but it is publicly scheduled in only two, the United States and India.

Indian Oral Care Industry

The Indian oral care market has shown significant growth over the years. The market
is primarily driven by changes in the lifestyle of Indian consumers, demand for
premium products, and increase in disposable income and awareness of hygiene and
hygiene. Increased awareness about oral hygiene has created a huge demand for
premium and innovative products in metros and urban cities. The penetration rate of
oral care products is higher in urban areas than in rural areas. Low penetration rates
in the rural sector provide latent opportunities for global and domestic players to
increase their oral care products presence in India. As a result, players are now

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concentrating more in cities and villages to increase sales penetration of their
products. Rural Indian consumers have started transitioning from toothpaste and
toothbrushes to tooth powder. Premium products such as mouthwash have gained
popularity among upper middle class consumers. Although the market is growing
rapidly, the per capita consumption of oral care products in India is much lower than
in countries like UA, China etc.

According to "Indian Oral Care Market Review, 2016-2022", the oral care market is
classified into five main categories. Toothpaste, toothbrush, tooth powder,
mouthwash and others. Toothpaste dominates the space as it is a major product for
Indians in their daily hygiene care and their heavy presence in urban and rural India.
The toothpaste market is divided into two types of products - white and ordinary gel.
Regarding its benefits, toothpaste is also divided into standard / normal, herbal /
natural, sensitivity and beauty and whiteness. Amidst all this, the demand for herbal
toothpaste in the country is increasing and is currently a preferred trend among
consumers and companies, who are trying to launch more and more herbal variants.
Toothbrushes are the second largest category in the oral care market. They have two
types of products, one is manual and the other is electric and battery powered.
Manual toothbrushes have great potential in the Indian oral care market, while
electric toothbrushes are a type of specialty product where many wealthy people
use them.
Mouthwash is included in the premium category and as a secondary product for oral
hygiene. Consumers turn to mouthwash products for better oral hygiene. Other
products such as tongue cleaner and dental floss are gradually developing in the
Indian market. Some global players such as Colgate Palmolive India, Hindustan
Unilever, Gillette India Limited (P&G), GSK Consumer Healthcare and Johnson &
Johnson have strong presence in India. Dabur India and PatanjaliAyurved are the
only two strong domestic players in the market.

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 Chapter: 2

Research Methodology

Research and experimental development is formal work undertaken systematically

to increase the stock of knowledge, including knowledge of humanity, culture and
society, and the use of its stock of Knowledge to devise new applications. It is used
to establish or confirm facts, reaffirms the result of previous works, solve new or
existing problem or develop theories.

A broad definition of research is given by Martyn Shuttle worth- “In the broader
sense of the world, the definition of research includes any gathering of data,
information and facts for the advancement of knowledge”.

Methodology:

The Process used to collect information and data for the purpose of making business
decisions. The Methodology may include Publication research, interviews, surveys
and other research techniques and could include both present and Historical
Information.

Types of Research

Quantitative research

Quantitative research is generally associated with the positivist paradigm. It usually

involves collecting and converting data into numerical form so that statistical
calculations can be made and conclusions drawn.

Qualitative research

Qualitative research is the approach usually associated with the social constructivist
paradigm which emphasises the socially constructed nature of reality. It is about
recording, analysing and attempting to uncover the deeper meaning and significance
of human behaviour and experience, including contradictory beliefs, behaviours and
emotions. Researchers are interested in gaining a rich and complex understanding of
people’s experience and not in obtaining information which can be generalized to
other larger groups.

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Research Design:

Research Design is the plan, structure and strategy if investigation conceived so as to

obtain answer to research questions and to control variances. A research design is
the specification of method and procedures for acquiring the information needed to
structure or reduce the problems.

Area of Study:

I have covered only Udaipur City for the filling of the questionnaires of which it
consists of 20 questions and the topic is Consumer Behaviour towards Sale
Promotion on Colgate Toothpaste.

Sample:

The sample is the collection of elements or objects that process the information
sought by the researcher and about which inferences are to be made. It includes
population who are of any age.

Sample Design:

Sample design refers to the means by which one selects the primary units for data
collection and analysis appropriate for a specific research question.

Sample Size:

The sample size which is chosen is 100. It denotes the number of elements to be
included in the study.

Methods of Data Collection:

1. Primary Sources:
A primary source is an original object or document- the raw material or
first-s hand information. Primary sources include historical and legal
documents, eyewitness accounts, results of experiments, statistical data,
pieces of creative writing and art objects. Some of the two Primary sources
are:
• Questionnaires:
The questionnaire is made for the consumer feedback for new
products such as new Colgate Toothpaste.

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 • Observation:
The observation was used to find out the various promotional
activities carried out by the Colgate.

2. Secondary Sources:
A Secondary Source is something written about a primary source.
Secondary sources include comments on, interpretation of, or discussions
about the original material. One can think of secondary sources as second-
hand information.

Guideline Report:

Reporting guidelines are statements that provide advice on how to report

research methods and findings. Usually in the form of a checklist, flow diagram or
explicit test, they specify a minimum set of items required for a clear and
transparent account of what was done and what was found in a research study,
reflecting in particular issues that might introduce bias into research.

Literature Review:

A literature review is a text written by someone to consider the critical point of

current knowledge including substantive findings as well as theoretical and
methodological contributions to a particular topic. Literature review are secondary
sources, and as such, do not report any new or original experimental work. Also, a
literature review can be interpreted as a review of an abstract accomplishment.

Research Objectives

The purpose of the study is:

• To study consumer behaviour towards Colgate toothpaste.

• To know which brand in Colgate will attract consumers.
• To find out whether sale promotion increases the sales of products.
• To know the level of satisfaction of Colgate toothpaste.
• To obtain information regarding the consumer behaviour towards
various brands offered by Colgate toothpaste.

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Scope of the Study:

• The research focuseson the several features of the Colgate toothpaste and to
know the suggestion of the user which may help the company inn further
development of the Colgate toothpaste.
• To know the kind of offers offered by the Colgate toothpaste.
• To know the sale promotional schemes whether it is increasing or not.

Limitations of Study:

• There was a limited span of time for the project work in which the study of
‘Sale Promotion activities carried out for the Colgate toothpaste’ is to be
done.
• The project is restricted only to Colgate toothpaste.
• The limitation for the study of promotional Activities carried out for Colgate
in Udaipur region only.
• Under the study illiterate people are excluded.
• People were hesitant to disclose the true facts.

Chi Square Test

The chi square test is one of the simplest and most widely used non parametric tests
in statistical work. It makes no assumptions about the population being sampled.
The quantity 𝑥2 describes the magnitude of discrepancy between theory and
observation, i.e., with the help of 𝑥2 test we can know whether a given discrepancy
between theory and observation can be attributed to chance or whether it results
from the inadequacy of theory to fit the observed fit the observed facts. If 𝑥2 is
zero, it means the observed and expected frequencies completely coincide. The
greater the value of 𝑥2, the greater would be the discrepancy between observed and
expected frequencies. The formula for computing chi-square is:

𝑥2= ∑(𝑂−𝐸)2 /𝐸

O = Observed Frequency
E= Expected or theoretical Frequency

The calculated value of 𝑥2 is compared with the table value of 𝑥2 for given degrees
of freedom at specified level of significance. If the calculated value of 𝑥2 is greater
than the table value, the difference between theory and observation is considered to
be significant, i.e., it could not have arisen due to fluctuations of simple sampling. On

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the other hand, if the calculated value of 𝑥2 is less than the table value, the
difference between theory and observation is not considered significant, i.e., it could
have arisen due to fluctuation of sampling.

The number of degrees of freedom is described as the number of observations that

are free to vary after certain restriction have been imposed on the data. For a
uniform distribution, we place one restriction on the expected distribution- the total
of sample observations.

In a contingency table, the degree of freedom iscalculated in a slightly different

manner. The marginal total or frequencies place the limit on our choice of selecting
cell frequencies. The ell frequencies of all columns but one (C-1) and of all rows but
one (r-1) can be assigned arbitrarily and so the number of degrees of freedom for all
cell frequencies is (c-1)*(r-1) where, c refers to columns and r refers to rows. Thus, in
a 2*2 table, the degrees of freedom would be (2-1)*(2-1) = 1 and in a 3*3 table, the
degrees of freedom would be (3-1)(3-1) = 4.

Conditions for the applications of 𝒙𝟐 Test

The following five basic conditions must be met in order for chi-square analysis to be
applied:

1. The experimental data (sample observation) must be independent of each other.

2. The sample data must be drawn at random from the target population.
3. The data should be expressed in original units for convenience of comparison and
not in percentage or ratio form.
4. The sample should contain at least 50 observations.
5. There should not be less than five observations in any one cell (each data entry is
known as a cell). For less than 5 observations, the value of 𝑥2 shall be overestimated
and result in too many rejections of the null hypothesis.

Use of the chi square table

To facilitate its many applications, the chi square distribution has been extensively
tabulated. The table of areas found in the appendix gives value of 𝑥2 for various
probabilities and various degree of freedom. The value of α is given in the column
headings, the degrees of freedom v are given in the rows and the body of the table
gives the 𝑥2 values. As depicted in the following figures, the value of 𝑥2 in the
appendix table are given for various combination of b and 1-α.

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 Chapter: 3

Data Analysis and Interpretation

The data has been collected with the help of questionnaire. And it has been analysed
and interpreted with help of tale along with relevant descriptions. Appropriate
treatment has been done to the raw and logical conclusions are drawn based on the
feelings

Table 1: Demographic Variable

Demographic Variable Number of Percentage

Respondents
I. Age(Years)
a. 7-18 14 20
b. 19-30 26 28.57
c. 31-45 12 15.71
d. Above 45(70) 18 21.42
II. Gender
a. Male 42 60
b. Female 28 40
III. Occupational
a. Student 18 25.71
b. Professional 36 51.42
c. Housewife 10 14.28
d. Businesswoman 6 8.57
IV. Qualification
a. 10+2 15 21.42
b. Graduate 36 51.42
c. PG/Higher Studies 19 27.14
V. Income
a. Below 7000 00 0
b. 7000-12000 2 2.85
c. 12000-20000 28 40
d. Above 20000 40 57.14

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Table 2: Consumer Brushing Pattern:

Brushing Frequency Number of respondents Percentage(%)

Once 28 40
Twice 41 58.57
Thrice 1 1.42

Once
twice
Thrice

Interpretation: With a view to finding the brushing frequency of consumer, the data
pertaining to this is presented in table 2. An examination of the data reveals that
40% of the consumers brushing once. 58.57% of the consumers brushing twice, and
1.42% brushing thrice. So the frequency of brushing was higher in Udaipur city as
per the dentist advice 2 times brushing.

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Table 3: Frequency of Purchase

Per month usage Number of respondents Percentage(%)

Once 58 82.85
Twice 11 15.71
More than Two 1 1.42

Once

Twice

More than
Two

Interpretation: With a view to finding the frequency of purchase by consumer in a

month, the data pertaining to this is presented in table 3. At examination of data
reveals that 82.85% of the consumers purchasing once, 15.71% of the consumer
twice and 1.42% more than twice time in a month.

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Table 4: Most Preferred Brands:

Brands Number of respondents Percentage(%)

Colgate 42 60
Pepsodent 5 7.14
Dabur 12 17.14
Meswak 1 1.42
Himalya 0 0
Others 10 14.28

Colgate Pepsodent Dabur Meswak Himalya Others

Interpretation: With a view to finding the most preferred brand of the consumer, the
data pertaining to this is presented in table 4. An examination of the
table reveals that most of the people using Colgate, Dabur, Pepsodentand other
products. As per the respondents 53.33% using the Colgate brand.

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Table 5: Usage of ToothPaste Brand

Usage of Brand so far Number of Respondent Percentage

Two 70 100
Three 0 0
More than Three 0 0

two three more than three

Interpretation: With a view to finding the Usage of toothpaste brand, the data
pertaining to this is presented in table 5. An examination of table reveals that most
of the consumers used two brands.

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Table 6: Factor that makes consumer to buy toothpaste

Factors Number of Toothpaste Percentage

Price 24 34.28
Availability 16 22.85
Packaging 5 25
All of Above 20 28.57
Others 5 25

Price Availability Packaging All of Above Others

Interpretation: With a view to finding the factor which consumer to buy toothpaste,
the data pertaining to this is presented in table 6. An examination of table reveal
that, consumers were influenced by price, availability, and packaging. Of the total
respondents 34.28% of them are influenced by price, while 22.85% & 25% are
influenced by availability and packaging, and All of above and others are influence by
28.57% and 25% respectively. When the respondents were asked to mention the
factors which motivate them to buy a particular brand of toothpaste their replies are
mostly price and availability.

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Table 7: Preference of toothpaste

Preference Number of Respondents Percentage

Brand 40 57.14
Quality 22 31.42
Flavour 8 11.42
Others 0 0

Brand Quality Flavour Others

Interpretation: With a view to finding preference of toothpaste, the data pertaining

to this is presented in table 7. An examination of table reveals that most of the
consumers preferred brand, quality and flavour. In the above table 57.14% of the
respondents preferred brand name. 31.42% of the respondents preferred quality
and 11.42% of the respondents are preferred flavour. Brand name play a vital role in
selection of toothpaste in Udaipur City. Consumer has a more positive attitude
toward the product with a brand image than toward the product with no brand
image.

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Table 8: Preference of Attribute

Attribute Number of Respondents Percentage

Healthy Tooth & Gums 20 28.57
Long Lasting Freshness 18 25.71
Prevention of Tooth Decay 19 27.14
Whiteness 10 14.28
Use of Normal Herbs 3 4.30

Healthy Tooth & Germs Long Lasting Freshness Prevention of Tooth Decay
Whiteness Use of Normal herbs

Interpretation: With a view to find the reasons to buy a toothpaste based on

attribute, the data pertaining to this is presented in table 8. An examination of the
table reveals that, most of the consumers preferred healthy tooth& gums,
prevention of tooth decay, long lasting freshness, whiteness and use of normal
herbs. The above table clearly shows that 28.57% of the respondents preferred
healthy tooth & gums, 25.71% respondents preferred prevention of tooth decay,
27.14% of respondents preferred whiteness, 14.28% respondents preferred long
lasting freshness and 4.30% respondents preferred use of normal herbs. So analysing
the requirement of people is important factor for selling the product successfully in
the market.

20
Table 9: Person who influenced consumer to purchase toothpaste

Persons Number of Respondents Percentage

Friends 10 14.28
Kids 0 0
Parents 50 71.42
Spouse 4 5.71
Self 6 8.57

Friends Kids Parents Spouse Self

Interpretation: With a view to finding the person who influenced consumer to

purchase, the data pertaining to this is presented in table 9. An examination of the
table reveal that, the people who influenced more are, parents, friends, spouse, kids
and Self decision. Based on the above data, parents are the main deciding authority
for buying toothpaste with 71.42%. So reference group also influencing the
consumer in decision making.

21
Table 10: Which mode of promotion consumer gets attached

Mode of Promotion Number of Respondents Percentage

Advertisement 45 64.28
Celebrity 5 7.15
Banner 0 0
Others 20 28.57

Advertisement Celebrity Banner Others

Interpretation: With a view to finding the most preferred brand of the consumer, the
data pertaining to this is presented in table 10. An examination of the table reveals
that, most of the consumer preferred advertisement and other. Majority of the
respondents 64.28% preferred advertisements and 28.57% of the respondents
preferred other mode of promotion. Advertisement creates attention and stimulates
the consumer to buy particular brand.

22
Table 11: Factors which makes consumer to buy toothpaste

Promotion Tools Number of Respondents Percentage

Gifts 5 7.14
Discount 15 21.44
Extra Quantity 10 14.28
Price off 35 50
Others 5 7.14

Gifts Discounts Extra Quality Price Off Others

Interpretation: By having a view to find the promotion tools preferred by consumer,

the data pertaining to this is presented in table 11. An examination of the above data
reveals that most of the consumer preferred price off, discount, extra quantity, gifts,
others. Above table indicates that price off attracted more respondents 50%, 21.44%
of the respondents preferred discount, 7.14% of respondents preferred others and
14.28% of respondents are preferred extra quantity.

23
Table 12: Switching to other brand

Reasons For Switching Number of Respondents Percentage

Impact of Packaging 0 0
Price rise of current brand 5 7.14
Scheme of brands 35 50
Advertisement impact 15 21.42
Consumer brand is not 10 14.28
available
To try new one 4 5.71
Influence by others 1 1.42

Impact of Packaging Price rise of Current Brand Scheme of Brands

Advertisement Impact Consumer Brand not Available Try New One
Influence by Others

Interpretation: With a view to finding switching to other brand, the data pertaining
to this is presented in table 12. An examination of the table reveals that, most of the
consumers switch to other brand due to strong schemes of brand, next factor was
consumer brand is not available and advertisement impact, price rise of current
brand and to try new one, etc. In this analysis 50% respondents changed to the
brand due to the schemes of the brand, 14.28% respondents changed due to
consumer brand is not available, 21.42% respondents changed due to advertisement
impact, 7.14% respondents changed due to price rise of the current brand and 5.71%
respondents changed due to try new option.

24
Table 13: Way to buying toothpaste

Packing Number of Respondent Percentage

Separately 28 40
Box Set 42 60

Separately Box Set

Interpretation: An examination of table reveals that most of the consumer to buying

toothpaste packs as separately or box set. 60% of respondents purchased box set
(family pack or big pack) and 40% of respondents purchased separately.

25
Class Intervals Frequency Mid value FM
7-18 14 20 280
19-30 26 28.57 742.82
31-45 12 15.71 188.52
45 Above(70) 18 21.42 385.56
∑f=n= 70 ∑Fm = 1597

∑𝑓 = 𝑛 = 70∑𝑓𝑚 = 1597

∑𝑓𝑚 1597
Mean= = = 17.74
∑𝑓 70

The grouped Mean is 17.74.

Class Frequency(F) Mid M- Mean (𝑴 𝒇𝐟(𝑴

Interval Value(M) − 𝑴𝒆𝒂𝒏)𝟐 − 𝑴𝒆𝒂𝒏)𝟐

7-18 14 20 2.26 5.11 71.54

19-30 26 28.57 10.83 117.28 3049.28
31-45 12 15.71 -2.03 4.13 49.56
45 18 21.42 3.68 13.54 243.72
Above(70)
Total (∑) 70 3414.1

∑f=n=70

∑𝐟(𝑴 − 𝑴𝒆𝒂𝒏)𝟐 = 3414.1

Standard Deviation= 𝝈2
∑𝐟(𝑴−𝑴𝒆𝒂𝒏)𝟐 3414.1
𝝈2 = = = 49.47
𝐧−𝟏 69

𝝈 = √49.47 = 7.03

The Standard Deviation is 7.03

26
Chi-Square Test

Cross Table

Factors Male Female Total

Brand 25 15 40
Quality 14 8 22
Flavour 1 5 8
Other 0 0 0
Total 42 28 70

O E (𝑶 − 𝑬)𝟐 (𝑶 − 𝑬)𝟐 /𝑬
25 24 1 0.0416
14 13.2 0.64 0.0484
1 4.8 14.44 3.0083
0 0 0 0
15 16 1 0.0625
8 8.8 0.64 0.0727
5 3.2 3.24 1.0125
0 0 0 0
TOTAL(∑) 4.246

D.F. = (C-1)*(R-1)

DF. = (2 − 1) ∗ (4 − 1)

Chi-Square= 𝑥 2 = 7.81, V= 3

The table value of 𝑥 2 for 3 D.F. at 5% level of significance is 7.81. The calculated
value of 𝑥 2 is Less than the table value. The null hypothesis is accepted. Factors of
respondents have significant relationship with preference of toothpaste.

27
 Chapter:4

Findings

• The analysis reveals that the close significance relationship between the
period of purchasing of the respondents and the opinions about the
purchasing of Brand. Most of the respondents are using Colgate Strong
Teeth.
• The consumer will also buy the product on the basis of previous purchase.
• Advertisement is the most effective media for the product in the market
which will cover majority of the viewer-ship. The second place shows the
Public Relations is the most effective medium for the product in the market.
• Buy One get one free is the most kind of offers to the respondents likely
purchase another brand of toothpaste.
• There exists a close significant relationship between the period of purchasing
of the respondents and the level of satisfaction of the product.
• Respondents are the people how they view the sale promotion activities of
the Colgate Toothpaste. Most of the respondents are highly satisfied due to
the good quality.

Suggestions

• Sale Promotion schemes always attract more consumers towards particular

brand. It gives the better idea about the consumers which consumer looks
most in the product before they make final decision.
• Sale Promotion plays a major role to influence the buying decision of the
consumer. So the Marketer can concentrate more on Sale promotion.
• Respondents are not much aware of all the schemes of sale promotion of
which it increases in the buying behaviour of consumers. So the marketers try
to increase and also try to improve the Sale Promotion awareness among the
Consumers.

28
 Conclusion
Consumer Behaviour is not exactly predicted one, somewhat it is predicted with the
help of research activity. Starting and ending of the survey ends with only one
statement ‘consumer is king’. So the companies concentrate in analysing the
requirement of people thoroughly to satisfy and retaining the consumer.

This study revealed that consumer awareness of toothpaste is less in Udaipur city.
Oral care market offers huge potential as penetration an d per capita consumption
of oral care product is very low in India. However, rising per capita income and
increasing awareness is driving demand of oral care products, the dentist population
is also in India.

For promoting the product consumption and creating awareness government has
taken initiative like dental health camps. Manufactures have used advertising
campaigns to promote higher consumption of toothpaste. Creating the awareness is
a part of social responsibility of the company. Most of the consumer are ready to
accept the suggestion of dentist, so the government is also responsible for
appointing more dentists to create awareness.

There are some important factors considered by the consumer for decision making.
Brand image, advertising, ad offer play an important role in purchasing toothpaste,
sometime based on the offer the consumer compares with competitor product and
select the best one. Product attribute also analysed by the consumer for deciding a
brand. Switching of one product to other company product is mainly based on
advertisement, brand name, packaging, availability of product, price rise, etc. So the
companies analyse all these factors and find out the best suitable tools for
promoting their toothpaste in India.

29
 Chapter:5

Bibliography

Books:

• Marketing Management by Philip Kothari, 11th edition

• Marketing Management in India Context by V S Ramanswamy&S.
Namakumari
• Research Methodology by CP Kothari
• Consumer behavior(In India Context ) by Srivastava, Khandari
• Business statistics by S.P. Gupta
• Statistics for management by Richard l Levin, David S. Rubin, Seventh edition
• Business statistics by SC Gupta
• Management Research management by K.N. Krishnaswamy,
AppaIyerSivakumar, M. Mathirajan, 3rd edition.

Researches:

• https://www.scribd.com/doc/51431994/Customer-toward-preference-
varioustoothpastebrand
• https://www.worldwidejournals.com/paripex/recent_issues_pdf/2013/July/J
u ly_2013_1374047994_e453d_61.pdf
• http://www.pbr.co.in/2013/2013_month/May/7.pdf
• http://iosrjournals.org/iosr-jbm/papers/ncibppte-volume-5/51.pdf
• http://ijariie.com/AdminUploadPdf/A_STUDY_ON_CUSTOMER_ATTITUDE_T
OWARDS_COLGATE_TOOTHPASTE_WITH_REFERENCE_TO_COIMBATORE_DIS
TRICT_ijariie73 08.pdf

30
 Chapter:6
Questionnaire
Dear Sir/Mam,
I am RashikTandon pursuing MBA 2nd Year from “Pacific Institute of
Management, Udaipur-313004”, doing my project on “Consumer Behaviour towards
Sale Promotion on Colgate Toothpaste.” So kindly spare your valuable time in
responding time in responding to the questionnaire which would help me to conduct
my project in time.

1. What is your favourite brand of toothpaste?

o Colgate
o Close-up
o Pepsodent
o Meswak
o Other
2. What attract you to the product you choose?
o Packaging (Tube, Box Colour)
o Flavour
o Frothiness
o Price
o Quality
3. Have you ever had any side-effects using a particular brand of toothpaste?
o Yes
o No
4. What are the preferences towards ingredients present in your toothpaste?
o Abrasive (for removal of plaque and tartar)
o Fluoride content (prevents decay)
o Anti- bacterial agents
o Colours
o Foaming Agents
o Quality
5. In what way do you prefer buying toothpaste?
o Separately
o In box-sets
6. What do you think results in healthier teeth?
o The number of times one brushes his teeth
o The manner/ thoroughness in which one business his teeth

31
7. What factors lead to switch to another brands?
o Price rise of current brand
o Better packaging of another brands
o Schemes offered by another brands
o Non availability of my brand
8. If you ever had any dental problems what steps do you take to improve
them?
o Doctors prescribe toothpaste
o I never have had a dental problem
o Other (please specify)
9. Have you ever used Meswak toothpaste?
o Yes
o No
10. How would you suggest toothpaste companies to Increase sales?

11. Which brand of Colgate toothpaste did you most recently purchase?
o Colgate Max Fresh
o Colgate VedShakti
o Colgate Herbal
o Colgate Active Salt
o Colgate Visible White
o Colgate Strong teeth
12. How satisfied were you in terms of product effectiveness the last time you
used Colgate toothpaste?
o Satisfied
o Dis-satisfied
o Very Dis-satisfied
o Not Sure
13. How many times have you purchase Colgate in the last six months?
o 1-2
o 3-4
o 5-6
o 7-8
o 9-10

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14. What kind of offers would most likely make you purchase another brand of
toothpaste?
o Loyalty Points
o Price Reduction
o Coupons
o Buy one get one free
o None of the above

15. How often do you brush your teeth?

o Once a day
o Twice a day
o More than three times a day
o Not at all

33