IOSR Journal of Business and Management (IOSR-JBM) e-ISSN : 2278-487X, p-ISSN : 2319-7668, PP 

08-12 www.iosrjournals.org 

A Study On Customer Satisfaction Towards Toothpaste With 

Special Reference To Colgate 
Dr.T.N.R.KAVITHA DEPARTMENT OF MANAGEMENT STUDIES, ERODE SENGUNTHAR ENGINEERING 
COLLEGE THUDUPATHI. 
A.VANITHA DEPARTMENT OF MANAGEMENT STUDIES, ERODE SENGUNTHAR ENGINEERING COLLEGE 
THUDUPATHI. India. 
ABSTRACT: 
A study on customer satisfaction towards toothpaste with special reference to Colgate. The main 
objective of to identify the various factor influencing customer in purchase of the toothpaste, to know the customer 
satisfaction level about the toothpaste. The research design used in this study is descriptive research design. Data 
was collected from 50 sample respondents. Data was collected by survey method, the survey was collected erode 
city in Tamilnadu, through structured questionnaire with five point rating scale questions. Secondary data were 
collected from the available literature sources. For distribution of questionnaire to the respondents random sampling 
method was used and to collect the respondents opinion, survey was taken among the selected sample respondents. 
After collecting the data from the respondents, it was analyzed using factor analysis, percentage analysis ,and chi 
square method The collected data include customer satisfaction towards Colgate toothpaste personal product details. 
Key words: Colgate toothpaste, customer satisfaction. 
INTRODUCTION: 
The main purpose of toothpastes to clean and provide fluoride to protect the teeth from decay, accountings 
to Hcd2.bupe.co.uk.today’s toothpastes contain variety of active ingredients to protect the teeth from decay and 
sensitivity, to whiten the teeth and prevent bad breath, also called halitosis. Colgate Palmolive company is one of 
many companies that provide dental care products to the consumer. 
Customer  satisfaction  refers  to  the  extent  to  which  customers  are  happy  with  the  product  and  services 
provided  by  a  business.  Customer  satisfaction  level  can  be  measured  using  survey  techniques  and  questionnaires. 
Gaining  high  levels  of  customer  satisfaction  is  very  important  to  business  because  satisfied  customers  are  most 
likely to be loyal and to make repeated orders and to use a wide range of services offered by a business 
The  need  to  satisfy  customer  for  success  in  any  commercial  enterprises  is very obvious. The income of all 
commercial  enterprises  is  derived  from the payments received for the product and services to its external customers. 
Customers are the sole reason for the existence of commercial establishments. 
OBJECTIVE OF THE STUDY: 
➢ To know the customer satisfaction level about the toothpaste ➢ To identify the various factor influencing 
customer in purchase of the toothpaste 
SCOPE OF THE STUDY: 
➢ Toothpaste helps keep your teeth clean and healthy, gives you nice breath prevents against plaque, cavities, gum 
diseases & keep teeth white ➢ Some people used to suffer from excess fluoride content in toothpastes for them 
sensodyne, sensoform are 
recommended. Strictly for babies and kids use their range pastes only 
National Conference on “Innovative Business Practices in Technological Era” 8 | Page Erode 
Sengunthar Engineering College, Thudupathi, Erode 
 
A Study On Customer Satisfaction Towards Toothpaste With Special Reference To Colgate 
LIMITATION OF THE STUDY: ➢ Toothpaste helps keep your teeth clean and healthy, gives you nice breath 
prevents against plaque, cavities, gum 
diseases & keeps teeth white ➢ Fluorine is known to cause health issue, but non-fluorine toothpaste is 
available. ➢ Flavored toothpaste doesn’t protect against plaque. Food testes really bad after brushing your teeth 
(especially 
orange juice) 
RESEARCH METHODOLOGY RESEARCH 
Research  is  a  scientific  and  systematic  research  for  patient information on a specific topic. Research refers 
to  a  critical,  carful  and  exhaustive  investigation  or  inquiry  or  experimentation  or  examination  having as its aim the 
revision of accepted conclusions, in the light of newly discovered facts. 
RESEARCH METHODOLOGY: 
Research  methodology  is  a  way  to  systematically  solve  the  research  problem.  It  may  be  understood  as 
science  of  studying  hoe  research  is  done.“The  study  of  methods  by  which  we  gain  knowledge,  it  idea  with  the 
cognitive process imposed on research by the problems arising from the nature of its subject-matter”. 
Research Design: 
This  research  studies  are  concerned  with  describing  the  characteristics  of  a  particular  individual  or  of  a 
group.  This  study  concerned  with  specific  predictions,  with  narration  of  facts  and  characteristics  concerning 
individual, group or situation are examples of descriptive study 
SAMPLE SIZE: 
The study was carried out through levels of the customers and the sample size was 50 
TOOL USED: 
➢ Simple percentage ➢ Chi-square test 
REVIEW OF LITERATURE 
Customer  satisfaction  has  been  a  popular  topic  in  marketing  practice  and  academic  research  since 
Cardozo’s  (1965)  initial  study  of  customer  effort,  expectations  and  satisfaction.  Despite  many  attempts  to measure 
and  explain  customer  satisfaction,  there  still  does  not  appear  to  be  a  consensus  regarding  its  definition  (Giese  and 
cote,  2000)  customer  satisfaction  is  topically  defined  as  a  post  consumption  evaluative  judgment  concerning  a 
specific  product  or  service  (Gunderson  heide  and  Olsson,  1996).  It  is  the  result  of  an  evaluative  process  that 
contrasts  pre-purchase  expectations  with  perceptions  of  performance  during  and  after  the  consumption  experience 
(Oliver, 1980) 
SIMPLE PERCENTAGE 
Age of respondents 
S.NO AGE NO OF 
RESPONDENTS 
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Sengunthar Engineering College, Thudupathi, Erode 
PERCENTAGE 
1 >20 20 40 2 21-30 10 20 3 31-40 10 20 4 41-50 5 10 5 <60 5 10 
total 50 100 
 
A Study On Customer Satisfaction Towards Toothpaste With Special Reference To Colgate 
Interpretation: 
The  above  table  shows  that  20%  of  the  customer  belong  to  age  group  21-30,40%  customer  belong  to  age 
group  below  20,20%  of  the  customer  belongs  to  age  group  31-40  and  10%  of  the  customer  belong  to  age  group 
41-50,10 of the customer belong to age group above 60% 
Factors influencing customer in purchase of the product 
S.NO FACTORS NO OF 
RESPONDENTS 
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Sengunthar Engineering College, Thudupathi, Erode 
PERCENTAGE 
1 Quality 12 24 2 Price 10 20 3 Brand image 18 36 4 Discounts 10 20 
Total 50 100 
Interpretation: 
The  above  table  shows  that  50  respondents  24%  of the respondents are purchase of the quality, 20% of the 
respondents  are  purchase  of  the  price,36%  of  the  respondents  are  purchase  of  the  brand  image,20%  of  the 
respondents are purchase of the discounts 
CHI-SQUARE TEST 
HYPOTHESIS 
(H0) : There is significant difference between age and purchase of the product 
(H1) : There is no significant difference between age and purchase the product 
Age * Factors Crosstabulation 
Count 
Factors 
Quality Price Brand image Discount 
Total 
Age Below 20 
21-30 
31-40 
41-50 
Above 60 
5 5 8 2 20 
3 1 4 2 10 1 2 1 6 10 
0 2 3 0 5 
3 0 2 0 5 
Total 12 10 18 10 50 
 
A Study On Customer Satisfaction Towards Toothpaste With Special Reference To Colgate 
Chi-Square Tests 
Value df 
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Sengunthar Engineering College, Thudupathi, Erode 
Asymp. Sig. (2- sided) 
Pearson Chi-Square 
21.458 
a 
12 .044 
Likelihood Ratio 22.976 12 .028 
Linear-by-Linear Association .000 1 .984 
N of Valid Cases 50 a. 19 cells (95.0%) have expected count less than 5. The minimum 
expected count is 1.00. 
Interpretation: Since 21.458 > 21.026 we reject the Ho (Null Hypothesis). There is no relationship between the age 
and purchase of the product. 
FINDINGS: ➢ It is found that from the study of majority 40% of the respondents are comes under the age of group 
below 
20years ➢ It is clear from the study of most 36% of the respondents are purchase of the brand image ➢ Since 
21.458 > 21.026 we rejected the null hypothesis. There is no relationship between the age and purchase of 
the product 
SUGGESTIONS: ➢ The product must create awareness for Colgate toothpaste. ➢ Respondents expect only the 
related product along with the product as a discount/free gifts ➢ Advertisement in every possible media would 
increase the market share 
CONCLUSION ➢ Toothpaste helps in grinding the food necessitates the caring teeth. Teeth can be cared by 
keeping their clean by 
using toothpaste. Hence a study has been under taken to know the customer satisfaction and preference. ➢ It is learn 
the Colgate brand is the fast moving brand which has a number of product which later the needs of 
children as well as adults. They are influenced by advertisement mostly 
BIBLIOGRAPHY: Book referred: ➢ Kothari C.R.1999, “RESEARCH METHODOLOGY”, sultan ad chand and 
sons, New Delhi. 
➢ Philip Kotler 2000, “MARKETING MANAGEMENT” 10 
th 
edition, print ice hall of India, New Delhi. ➢ 
Leon .G.Schiffman 99. ”CUSTOMER SATISFACTION”, Print ice hall of India, New Delhi. 
WEBSITES: WWW.GOOGLE.COM 
 
 A Study On Customer Satisfaction Towards Toothpaste With Special Reference To 
Colgate TABLE SHOWING THE DURATION OF THE RESPONENTS 
DURATION OF USING MID VALUE ( X ) NO OF RESPONDENTS ( 
W ) 
XW 
Up to 1 Year 0.5 25 12.5 
1year – 3years 2 23 46 
3years – 5years 4 35 140 
5years – 10years 7.5 17 127.5 
TOTAL 100 326 
Weighted average = 
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Xw ----------- W 
326 
= ----------- 
100 
= 3.26