A STUDY ON CONSUMER BEHAVIOUR TOWARDS SALES PROMOTION

ON COLGATE TOOTHPASTE IN TIRUPUR

A Project Report submitted to the Bharathiar University, Coimbatore, in the partial

fulfillment of the requirements for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

Submitted By

P.UMA

(Reg. No. 2025F0701)

Under the Guidance of

Dr.S.ALAKENDRAN.,M.B.A.Phil.,PGDCA.,Ph.D.,

Assistant Professor

DEPARTMENT OF BUSINESS ADMINISTRATION

KAAMADHENU ARTS AND SCIENCE COLLEGE

(Affiliated to Bharathiar University)

SATHYAMANGALAM-638503

APRIL-2023
CERTIFICATE
 CERTIFICATE

This is to certify that project report entitled, "A STUDY ON CONSUMER BEHAVIOUR
TOWARDS SALES PROMOTION ON COLGATE TOOTHPASTE IN TIRUPUR" submitted
to the Bharathiar University in partial fulfillment of the requirements for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION is a record of original project work done by
P.UMA (Reg No. 2035F0701) during the period 2022-2023 of her study in the Department of
Business Administration, KAAMADHENU ARTS AND SCIENCE COLLEGE,
SATHYAMANGALAM under my supervision and guidance and the project report has not formed
the basis for the award of any Degree/Diploma / Associate Fellowship or other similar title to any
candidate of any University.

SIGNATURE OF THE GUIDE HEAD OF THE DEPARTMENT

PRINCIPAL

Viva Voce Examination held on

INTERNAL EXAMINER EXTERNAL EXAMINER

DECLARATION
 DECLARATION

I hereby declare that the project entitled “A STUDY ON CONSUMER BEHAVIOUR

TOWARDS SALES PROMOTION ON COLGATE TOOTHPASTE IN TIRUPUR” Submitted
to BHARATHIAR UNIVERSITY, Coimbatore in partial fulfillment of the requirements for the
award of the degree of BACHELOR OF BUSINESS ADMINISTRATION is a project work done
by me during 2022-2023 under the supervision and guidance of
Dr.S.ALAKENDRAN.,M.B.A.Phil.,PGDCA.,Ph.D., Assistant Professor, Department of Business
Administration at KAAMADHENU ARTS AND SCIENCE COLLEGE, SATHYAMANGALAM,
and it has not formed the basis for the award of any Degree/Diploma/Associate /Fellowship or other
similar title of any candidate of any university.

SIGNATURE OF THE CANDIDATE

(P.UMA)

PLACE: Sathyamangalam DATE:

ACKNOWLEDGEMENT
 ACKNOWLEDGEMENT

I wish to express my sincere thanks to Thiru.R.PERUMALSAMY, Avl, Chairman of Kaamadhenu

Arts and Science College, Sathyamangalam for providing me an opportunity to perform this project
report.
I am extremely grateful to our Secretary Ms.P.ARUNTHATHI, BE., MS., for giving kind advice
to do the project work.
I am extremely grateful to our Joint Secretary Ms.P.MALARSELVI, M.A., M.Ed., M.Phil., for
giving kind advice to do the project work.
I am extremely grateful to our principal Dr.K.SENTHILKUMAR, M.Com(CA)., M.Phil., MBA.,
ACS., ACMA., PGDCA., Ph.D., for giving kind advice to do the project work.
I would like to express my warm thanks to Dr.S.ALAKENDRAN, MBA., M.Phil., PGDCA.,
Ph.D., Assistant Professor and Head, Department of Business Administration, for granting this
valuable opportunity to do this project work.
I am sincerely thankful to my Dr.S.ALAKENDRAN, MBA., M.Phil., PGDCA., Ph.D., professor,
Department of Business Administration for the valuable guidance and support in completing my
project work successfully.
I wish to place my special thanks to all the faculty members, friends of our college and my parents
who helped me directly or indirectly to complete this project.

(P.UMA)
 A STUDY ON CONSUMER BEHAVIOUR TOWARDS SALES PROMOTION
ON COLGATE TOOTHPASTE- IN TIRUPUR

ABSTRACT

Marketing starts with finding out what prospective customers think and what they need. These needs are
then fulfilled by the products and services that you sell. The pricing, promotion and distribution of these
products and services determine who will be willing and able to buy them The project has been done with
the intention of To study the consumer behaviour towards Colgate toothpaste. To know which brand in
Colgate will attract the consumer The study has adapted the Descriptive Research method. Convenience
Sampling Technique has been used. The data has been collected from 50 respondents in Tirupur area. The
researcher has used Simple Percentage method to analyze the data. The project has found that This analysis
shows that the majority of the respondents are spending more than Rs.40 to buy the product that is they buy
the product with maximum quantity. The customer will also buy the product based on previous purchase
experience researcher has suggested that Promotion schemes are always attracts more consumers towards
particular brand simultaneously; it gives the better idea about the factors which Consumers look most in
the product before they make final decision. Sales Promotion plays a major role to influences the buying
decision of the Consumer. So the marketer can concentrates more on Sales Promoti The study has
concluded that As the study shows that the use of Sales Promotion has increased in marketing field. Almost
all the companies offering similar schemes like Buy One Get One Free and Price Reductions. As a result
now marketers have to find out some innovative ways of Sales Promotion to differentiate from
Competitors. Currently Advertisements and Public Relations are the most effective medium for the product

Key Words : social media, toothpaste, advertisement,

 LIST OF CONTENTS

CHAPTER TITLE PAGE NO.

1 INTRODUCTION 1

INTRODUCTION TO THE STUDY 1

OBJECTIVES OF THE STUDY 8

SCOPE OF THE STUDY 8

LIMITATION OF THE STUDY 9

2 REVIEW OF LITERATURE 10

3 RESEARCH METHODOLOGY 13

4 DATA ANALYSIS 16
AND INTERPRETATION

5 FINDINGS, SUGGESTIONS AND 44

CONCLUSION

FINDINGS 44

SUGGESTIONS 45

CONCLUSION 46

BIBLIOGRAPHY 47

6 APPENDIX 48

QUESTIONNAIRE 48

1
 LIST OF TABLES`

TABLE TITLE PAGE

NO. NO.

ESTIMATING GENDER STATEMENT OF

4.1. RESPONDENTS 16

ESTIMATING AGE GROUP OF THE RESPONDENT

4.2 18

ESTIMATING MARITAL STATUS OF THE

4.3 20
RESPONDENTS
ESTIMATING EDUCATIONAL BACKGROUND OF THE
4.4 RESPONDENTS 22

ESTIMATING MONTHLY STATEMENT OF THE

4.5 RESPONDENTS 24

ESTIMATING THE MONEY SPENT TO THE PRODUCT

4.6 BY THE RESPONDENTS 26

ESTIMATING THE PREVIOUS USAGES MADE BY THE

4.7 RESPONDENTS 28

ESTIMATING HOW LONG THE RESPONDENT IS

4.8 USING THE PRODUCT 30

ESTIMATING THE BRAND OF COLGATE

4.9 TOOTHPASTE USED BY THE RESPONDENTS 32

4.10 ESTIMATING THE IMPORTANCE OF PURCHASE OF

THIS PRODUCT BY THE RESPONDENTS 34

ESTIMATING OF THE PURCHASING INFLUENCES OF

4.11 THE COLGATE TOOTHPASTE BY THE RESPONDENT 35

2
 ESTIMATING THE SUITABLE PRODUCT PROMOTING
4.12 FOR PROMOTIONAL ACTIVITIES 37

ESTIMATING THE OFFERS MADE BY ANOTHER

4.13 BRAND OF TOOTHPASTE PURCHASED BY THE 39

RESPONDENTS

ESTIMATING THE IMPACT CREATED BY THE SALES

4.14 PROMOTINAL PRODUCTS BY THE RESPONDENTS 41

ESTIMATING THE LEVEL OF SATISFACTION OF BY

4.15 THE RESPONDENTS 42

ESTIMATING THE SALES PROMOTIONAL ACTIVITIES

4.16 WHICH MAKES THE RESPONDENTS TO BUY THE 43

PARTICULAR PRODUCT

3
 LIST OF CHARTS

TABLE TITLE PAGE

NO. NO.

ESTIMATING GENDER STATEMENT OF

4.1. RESPONDENTS 17

ESTIMATING AGE GROUP OF THE RESPONDENT

4.2 19
ESTIMATING MARITAL STATUS OF THE
4.3 RESPONDENTS 21

ESTIMATING EDUCATIONAL BACKGROUND OF THE

4.4 RESPONDENTS 23

ESTIMATING MONTHLY STATEMENT OF THE

4.5 RESPONDENTS 25

ESTIMATING THE MONEY SPENT TO THE PRODUCT

4.6 BY THE RESPONDENTS 27

ESTIMATING THE PREVIOUS USAGES MADE BY THE

4.7 RESPONDENTS 29

ESTIMATING HOW LONG THE RESPONDENT IS

4.8 USING THE PRODUCT 31

ESTIMATING THE BRAND OF COLGATE

4.9 TOOTHPASTE USED BY THE RESPONDENTS 33

ESTIMATING OF THE PURCHASING INFLUENCES OF

4.10 THE COLGATE TOOTHPASTE BY THE RESPONDENT 36

ESTIMATING THE SUITABLE PRODUCT PROMOTING

4.11 FOR PROMOTIONAL ACTIVITIES 38

ESTIMATING THE OFFERS MADE BY ANOTHER

4.12 BRAND OF TOOTHPASTE PURCHASED BY THE 40

RESPONDENTS

4
 CHAPTER I

1. INTRODUCTION

1.1 INTRODUCTION TO THE STUDY

Marketing starts with finding out what prospective customers think and what they need.
These needs are then fulfilled by the products and services that you sell. The pricing,
promotion and distribution of these products and services determine who will be willing and
able to buy them.

Because marketing is the process of communicating the value of a product or service.

Marketing might sometimes be said as the art of selling products, but selling is only a small
fraction of marketing. As the term "Marketing" may replace "Advertising" it is the strategy
and function of promoting a product.

The American Marketing Association defines marketing as "the activity, set of

institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large.

INTRODUCTION TO MARKETING

Every organization works to achieve certain objectives are to be achieved. To achieve

the pre-decided objectives a number of activities are to be performed. The activities may
include production, marketing, human resource, finance, transportation, service, research,
logistics, purchasing, and storage, trading, assembling, distribution and others.

These activities are performed and these are related to each other so that the objectives
can be fulfilled effectively. Similarly way the marketing activities are performed in some of
the company those are interested in marketing the products or services for use of customers.
Marketing is one of the important activities of an organization. It is through marketing the
products or services of the company are reaching to the customers.

1
WHAT IS MARKETING:

The management process through which goods and services move from concept
customer.
DEFINITION OF MARKETING:

According to The Chartered Institute of Marketing “Marketing is the management

processes that identifying, anticipation and satisfying customer requirements profitably.

According to Philip Kotler “Marketing is the social process by which individuals and
groups obtain what they need and want through creating and exchanging products and value
with others.

MEANING OF CONSUMER:

A consumer is a person or group of people who are the final users of products and
or services generated within a social system. A consumer may be a person or group, such
as a household. The concept of a consumer may vary significantly by context. An
individual who buys products or services for personal use and not for manufacture or resale.

WHO IS A CONSUMER:

Any individual who purchases goods and services from the market for his/her end-use
is called a consumer. In simpler words a consumer is one who consumes goods and services
available in the market.

WHAT IS CONSUMER INTEREST?

Every customer shows inclination towards particular products and services. Consumer
interest is nothing but willingness of consumers to purchase products and services as per their
taste, need and of course pocket.

UNDERSTANDING CONSUMER ATTITUDES:

An attitude in marketing terms is defined as a general evaluation of a product or service

formed over time (Solomon, 2008). An attitude satisfies a personal motive-and at the same
time, affects the shopping and buying habits of consumers.
2
 MEANING OF BEHAVIOUR:

Behaviour is the range of actions and mannerisms made by or organisms, systems, or

artificial entities in conjunction with their environment, which includes the other systems or
organisms around as well as the physical environment. It is the response of the system or organism
to various stimuli or inputs whether internal or external, conscious or subconscious, and voluntary
or involuntary

CONSUMER BEHAVIOUR:

As a consumer we are all unique and this uniqueness is reflected in the consumption
pattern and process of purchase. The study of consumer behaviour provides us with reasons
why consumers differ from one another in buying using products and services. We receive
stimuli from the environment and the specifics of the marketing strategies of different products
and services, and responds to these stimuli in terms of either buying or not buying product. In
between the stage of receiving the stimuli and responding to it, the consumer goes through the
process of making his decision.

A consumer is an ultimate buyer. However, the term buyer is broader than consumer.
There are two categories of buyers, namely, individual consumer and business buyer. An
individual consumer buys for personal consumption. But a business buyer stated that an
individual consumer buys when he regularly buys or consumes a product or service. In other
words, a customer is one who regularly visits a place of business or patronizes a product or
services. “CUSTOMER IS THE KING.”

DEFINITIONS OF CONSUMER BEHAVIOUR:

• According to J.F ENGELS “The activities and the action of people and organization that
purchase and use economic goods and services, including the influence on these activities
and actions.

• “We define consumer behaviour as those actions directly involved in obtaining, consuming
and disposing of products and services including the decision that proceeds and follow the
action.” said by JAMES F. BLACKWELL, ROGER D, MINI AND PAUL KAF
3
WHY STUDY CONSUMER BEHAVIOUR?

A number of reasons make the study of consumer behaviour relevant for effective
marketing management. They are:

Consumers preferences are changing and becoming highly diversified.

• Consumers do not always act or react as the theory would suggest.

• Consumer research has vividly pointed out that customers dislike using identical products
and prefer differentiated products.

• Meetings of special needs of customer’s requirement market segmentation.

• Rapid introduction of new products with technological advancement has made the job of
studying consumer behaviour more imperative.
• Consumer behaviour can be used to sell products that might not sell easily.

IMPORTANCE OF CONSUMER BEHAVIOUR:

Consumers are the responsible factors for the sales of products and services. So, when
a new product is launched in a market, understanding consumer’s buying behaviour becomes
very essential. consumer behavior holds a great important in marketing field because if look
over the modern philosophy of marketing in that ‘CUSTOMER is treated as the KING’, his
needs and wants are being studied for making any product, and above that its always been
seen while looking for opportunities for a product development that which product is brought
most and what are the factors that result in purchase of a product. We can easily understand
its importance if we look around our environment. Consumer behavior is made up of two
words consumer and behavior. Consumer is the person who consumes the product, he may or
may not be a buyer and behavior means the aggregate of all the responses made by an organism
in any situation.

MEANING OF PROMOTION:
Promotion is one of the market mix elements, and a term used frequently in
marketing. The specification of five promotional mix or promotional plan. These elements are
personal selling, advertising, sales promotion, direct marketing, and publicity

4
 DEFINITION:

“Sales promotion includes incentive-offering and interest-creating activities which are

generally short-term marketing events other than advertising, personal selling, publicity and
direct marketing. The purpose of sales promotion is to stimulate, motivate and influence the
purchase and other desired behavioral responses of the firm’s customers.”

Sales promotion offers a direct inducement to act by providing extra worth over and above
what is built into the product at its normal price. These temporary inducements are offered
usually at a time and place where the buying decision is made. Not only are sales promotions
very common in the current competitive market conditions, they are increasing at a fast pace.
These promotions are direct inducements. In spite of the directness, sales promotions are fairly
complicated and a rich tool of marketing with innumerable creative possibilities limited only
by the imagination of promotion planners. Sales promotion is often referred to by the names
of ‘extra purchase value’ and ‘below-the-line selling’.

Which promotional methods are used depends on several factors?

Stage in the life cycle - e.g. advertising is important at the launch stage

Nature of the product - how much information is required by customers before they buy
Competition - what are rivals doing?
Marketing budget - how much can the firm afford?

Marketing strategy - other elements of the mix (price, product, place etc) Target
market - appropriate ways to reach the target market

The main methods of promotion are:

• Advertising
• Public relations & sponsorship
• Personal selling
• Direct marketing
• Sales promotion

5
SALES PROMOTION:

Sales promotion is an important component of a small business's overall marketing

strategy, along with advertising, public relations, and personal selling. The American
Marketing Association (AMA) defines sales promotion as "media and non media
marketing pressure applied for a predetermined, limited period of time in order to stimulate
trial, increase consumer demand, or improve product quality." But this definition does not
capture all the elements of modern sales promotion. It can be used to inform, persuade, and
remind target customers about the business and its marketing mix.

Some common types of sales promotion include samples, coupons, sweepstakes,

contests, in-store displays, trade shows, price-off deals, premiums, and rebates.

DEFINITION:

Sales promotion has come a long way from the time when it was simply a short term
inducement to increase sales.

Robinson and Hauri (1995)

Promotions are no longer simply short-term initiatives to lift sales; they are
increasingly being used to reinforce brand values.

Tools of Sales Promotion:

To increase the sale of any product manufactures or producers adopt different

measures like sample, gift, bonus, and many more. These are known as tools or techniques or
methods of sales promotion. Let us know more about some of the commonly used tools of
sales promotion.

6
1. CONSUMER PROMOTIONAL TOOLS:

SAMPLING:

This allows the consumer to experience the product or service either free or at a
reduces price. It is the primary tool for new-product introductions because it stimulates trial.
Sampling is also effective for introducing modified products, for dislodging an entrenched market
leader, and for demonstrating the brand superiority.

PREMIUM AND SPECIALITIES

An offer of merchandise, either free or at a reduced price, for responding in some

way is called a premium. Many companies also use premiums to encourage consumers to
switch brands or to reward customer loyalty.
Premium can be classified as:

• In-Pack premiums, which are inserted into the package by the manufactures.

• On-Pack premiums, which are placed on the outside of the outside of the package at the
factory.

COUPONS:

A certificate offered by either manufactures or retailers that grant specified brands.

When presented for redemption at the point of purchase.

2. TRADE PROMOTIONAL TOOLS

The following are the trade-related tools that the manufacturers follow for
promotion:
• TRADE ALLOWANCES:

To achieve the authorization objective explained above, often requires slotting

allowances. These are fees paid to a retail chain to stock in its warehouses and make it
available in its stores.

7
• DEALERS LOADERS:

To help encourage the retailers to put up a special display or POP display for a
promotion. Marketer will sometimes design a display to include an attractive item of value to
the retailer.

• TRADE SHOWS:

Manufacturers, suppliers and vendors in a particular industry gather to display

and review new product developments at trade shows.

OBJECTIVES OF THE STUDY:

• To study the consumer behaviou towards Colgate toothpaste.

• To know which brand in Colgate will attract the consumer.

• To find out whether Sales Promotion increases the Sales of products.

• To know level of satisfaction of Colgate toothpaste.

SCOPE OF THE STUDY:

• The research focuses on the several features of the Colgate toothpaste and to know the
suggestions of the user which may help the company in further development of the Colgate
toothpaste.
• To know the kind of offers offered by the Colgate toothpaste.

• To know the sales promotional schemes whether it is increasing or not

8
LIMITATIONS:

• There was a limited span of time for the project work in which the study of ‘Sales
Promotion activities carried out for Colgate toothpaste’ is to be done.

• The limitation for the study of the Promotional Activities carried out for Colgate in Sathy
region only.

• The project is restricted only to Colgate toothpaste.

• The Sample Size is only 100 and it is a primary data, there were no chances that the given
data may vary from the actual, which can lead to the wrong results.

• There is no Comparative Study made.

• Under the study illiterate people are excluded.

9
 CHAPTER II

2. REVIEW OF LITERATURE

REVIEW OF LITERATURE

“There are two factors mainly influencing the consumers for decision making: Risk aversion
and innovativeness. Risk aversion is a measure of how much consumers need to be certain
and sure of what they are purchasing Highly risk adverse consumers need to be very certain
about what they are buying.

(Donthu and Gilliland, 1996).

Perception:
“Perception is a mental process, whereby an individual selects data or information from

the environment, organizes it and then draws significance or meaning from it.” Perceived

fit:

“Perceived fit is an attitudinal measure of how appropriate a certain channel of

distribution is for a specific product . found that consumer’s perception of the fit between a
service or a product and a channel is very influential in determining whether they will consider
using that channel for a specific service.

Morrison and Roberts (1998)

Product Class Knowledge:

“Product class knowledge is a measure of consumers perceptions of how much they

know about a specific class of products (e.g., cars) This type of measure is called subjective
knowledge, that is, consumers self-perceptions of knowledge levels. This is often contrasted
with objective knowledge, which is what consumers actually know.

10
Brucks (1985)

“He proposed that subjective knowledge provides a better understanding of consumers

decision making processes because consumers level of confidence in their search and
decision making behavior, independent of their objective knowledge.”

Park and Lessing (1981)

Product type:

“Past research indicates that consumers purchase and channel decisions might be
influenced by the type of product being investigated. In particular, some of the authors state
29 that certain products might be more appropriate for one channel or another, which
ultimately influences consumers channel preference and choice.”

Cox and Rich 1964

Quality:

“It is our aim to provide the best product for the consumer and we believe that if the
products have quality the consumer will pay the price.” Packaging:

“Packaging establishes a direct link with the consumers at the point of purchase as it can
very well change the perceptions they have for a particular brand. A product has to draw the
attention of the consumers through an outstanding packaging design.

Gabbott and Hogg, 1998

“The interactions between the people’s emotions, moods, affection and specific feelings
is called consumer behaviour, in other words in environmental events which they exchange
ideas and benefits each is called consumer behaviour. Consumer behaviour of people, who
purchase products for personal use and not for business purposes.”

11
(Moore, Wilkie, and Lutz2002; Moschis1987)

Shopping motives:

“Shopping motives are defined as consumer’s wants and needs as they relate to outlets at
which to shop. Two groups of motives, functional and nonfunctional, Functional motives are
associated with time, place, and possession needs and refer to rational aspects of channel
choice. Whereas non- functional motives relate to social and emotional reasons for patronage.
The functional motives included: convenience, price comparison, merchandise assortment.”

Sheth (1983).

Sales Promotion to the sales of the individuals and households, “Who buy the goods and
services for personal consumption. Consumers around the world are different in various
factors such as age, income, Education level and preferences which may affect the way they
avail of goods and services. This Behaviour then impacts how products and services are
presented to the different consumer Markets.”

Kotler and Armstrong (2001)

“There are many components which influence consumer behaviour namely: cultural,
social, Personal and psychological. These characteristics cannot be controlled by the
companies; therefore, a need to assess these elements in order to create an Effective
marketing plan.”

(Kotler & Armstrong, 2001)

“In Sales Promotions many people do consume a wide range of products every day, from basic necessities
to high valued collectables. Owing to the proliferation of products in the market, such

phenomenon is one of the most interesting and topics in the marketing field.”

12
 CHAPTER III

RESEARC METHODOLOGY

RESEARCH:

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 this stock of knowledge to devise new applications. It is used to establish or
confirm facts, reaffirm the results of previous work, solve new or existing problems,
support theorems, or develop new theories.

A broad definition of research is given by Martyn Shuttleworth - "In the broadest

sense of the word, the definition of research includes any gathering of data, information
and facts for the advancement of knowledge.

METHODOLOGY:

The process use 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.

It is well documented that building and maintaining positive brand equity with one‘s
consumer base is considered to be critical for long-term survival.

RESEARCH DESIGN:

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

to obtain answers 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 Tirupur for the filling of questionnaires of which it consists of
100 questions and the topic is Consumer Behaviour towards Sales Promotion on
Colgate Toothpaste.
13
SAMPLE:

The sample is the collection of elements or objects that process the information sought
by the researcher and about which inference 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 firsthand

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 customer feedback for new products such
as new Colgate toothpaste.

Observation:
The observation was used to find out the various promotional by Colgate.
SECONDARY SOURCES:

A secondary source is something written about a primary source. Secondary sources

include comments on, interpretations of, or discussions about the original material.
One can think of secondary sources as second-hand information.

14
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 text, 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 the research.

LITERATURE REVIEW:

A literature review is a text written by someone to consider the critical points of current
knowledge including substantive findings as well as theoretical and methodological
contributions to a particular topic. Literature reviews 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.

REFERENCE BOOKS:

I have referred many books and Websites for this Research Methodology.

TOOLS USED FOR ANALYSIS:

1. PERCENTAGE ANALYSIS.

Percentage method refers to a independence is entered and results are identified.

FORMULA :

PERCENTAGE=NUMBER OF RESPONDENTS x 100

____________________________
TOTAL NO OF RESPONDENTS

15
 CHAPTER IV

DATA ANALYSIS & INTERPRETATION

TABLE 4.1

ESTIMATING GENDER STATEMENT OF RESPONDENTS

NO. OF % OF
SEX RESPONDENTS RESPONDENTS

MALE 49 49

FEMALE 51 51

TOTAL 100 100

INTREPRETATION:

The above table shows respondent on the basis of gender. In that 49% are Male
respondents and 51% are Female.

16
 CHART 4.1

ESTIMATING GENDER STATEMENT OF RESPONDENTS

17
 TABLE 4.2

ESTIMATING AGE GROUP OF THE RESPONDENT

NO. OF THE % OF THE

AGE RESPONDENTS RESPONDENTS
10-20 30 30
21-30 26 26
31-40 20 20
41& ABOVE 24 24

TOTAL 100 100

INTERPRETATION:

The above table representing the age factor of respondent from which 47% of the
respondents are below 20 years of age group, 25% of the respondents are between 20-30
years, 15% of the respondents of the age group are 31-40, 12% of the respondents of the
age group are 40 & above.

18
 CHART 4.2

ESTIMATING AGE GROUP OF THE RESPONDENT

19
 TABLE 4.3

ESTIMATING MARITAL STATUS OF THE RESPONDENTS

MARITAL NO. OF THE % OF THE

STATUS RESPONDENTS RESPONDENTS
SINGLE 70 70
MARRIED 30 30
TOTAL 100 100

INTERPRETATION:

The above table shows the marital status of the Male respondents is 70% and the
female respondents are 30%.

20
 CHART 4.3

ESTIMATING MARITAL STATUS OF THE RESPONDENTS

21
 TABLE 4.4

ESTIMATING EDUCATIONAL BACKGROUND OF THE RESPONDENTS

EDUCATIONAL NO. OF. % OF THE

STATUS RESPONDENTS RESPONDENTS
SCHOOL 18 18
COLLEGE 40 40
PROFESSIONAL 29 29
OTHERS 13 13
TOTAL 100 100

INTERPRETATION:

The above table shows the educational status of the respondents. Majority of the
respondents are 40% are from College . 19% are from professionals and 13% are from others.

22
 CHART 4.4

ESTIMATING EDUCATIONAL BACKGROUND OF THE RESPONDENTS

23
 TABLE 4.5

ESTIMATING MONTHLY STATEMENT OF THE RESPONDENTS

INCOME NO. OF % OF THE

GROUP RESPONDENTS RESPONDENTS
<5000 12 12
5001-10000 31 31
10001-15000 22 22
>15001 35 35
TOTAL 100 100

INTERPRETATION:

The above table shows the Income Group of the respondents. It tells that 42% of
the respondents are having monthly income is in between Rs.1,000 - 15,000. 35% of the
respondents are having monthly income are above Rs. 15,000. 21% of the respondents are
having monthly income of Rs. 5,001- 10,000 and the least 12% of the respondents are
below Rs. 5,000.

24
 CHART 4.5

ESTIMATING MONTHLY STATEMENT OF THE RESPONDENTS

25
 TABLE 4.6

ESTIMATING THE MONEY SPENT TO THE PRODUCT BY THE RESPONDENTS

MONEY NO. OF % OF
SPENT RESPONDENTS RESPONDENTS
Rs. 5-10 4 4
Rs.11-20 15 15
Rs. 21-30 19 19
Rs. 31-40 16 16
RS. 40 & Above 46 46

TOTAL 100 100

INTERPRETATION:

This table signifies that 46% of the respondents are spending to buy the product
for 40 & above, 19% of the respondents are spending for Rs. 21-30, 16% of the respondents
are spending for Rs. 31-40, 15% of the respondents are spending for Rs. 11-20, 4% of
respondents are spending for Rs.5-10.

26
 CHART 4.6

ESTIMATING THE MONEY SPENT TO THE PRODUCT BY THE RESPONDENTS

27
 TABLE 4.7

ESTIMATING THE PREVIOUS USAGES MADE BY THE RESPONDENTS

PREVIOUS PURCHASE NO. OF THE % OF THE

RESPONDENTS RESPONDENTS
YES 83 83

NO 17 17

TOTAL 100 100

INTERPRETATION:

This table shows the previous usage of the product. It reveals that 83% are saying yes
and 17% are saying No to the previous made by the respondents.

28
 CHART 4.7

ESTIMATING THE PREVIOUS PURCHASES MADE BY THE RESPONDENTS

29
 TABLE 4.8

ESTIMATING HOW LONG THE RESPONDENT IS USING THE PRODUCT

MONTHS NO. OF THE RESPONDENTS % OF THE

RESPONDENTS

1 MONTH 11 11
2-3 MONTHS 10 10
4-6 MONTHS 6 6
1 YEAR 19 19
ABOVE 1 YEAR 54 54
TOTAL 100 100

INTERPRETATION:

This table shows that on the basis of how long this product is being used by the
respondents.54% of the respondents are belonging to the category above 1Year; followed 19%
are belong to the 1Year, followed by 11% of the respondents are belong to the category of 1
Month, and least percentage of 10% are belonging to the category which lies between 4-6
months.

30
 CHART 4.8

ESTIMATING HOW LONG THE RESPONDENT IS USING THE PRODUCT

31
 TABLE 4.9

ESTIMATING THE BRAND OF COLGATE TOOTHPASTE USED BY THE

RESPONDENTS

BRAND NO. OF THE % OF THE

RESPONDENTS RESPONDENTS
COLGATE DENTAL
CREAM 28 28
COLGATE KIDS 5 5
COLGATE HERBAL 10 10
COLGATE CIBACA 5 5
COLGATE ACTIVE 52 52
TOTAL 100 100

INTERPRETATION:

This table shows that the brand of Colgate toothpaste of which the respondents are
using. It reveals that 52% of the respondents are using the Colgate Active, followed by
28% of the respondents are using Colgate Dental Cream, followed by 10% of the
respondents are using Colgate Herbal, and the least percentage of 5% are belonging to the
categories of Colgate Kids and Colgate Cibaca.

32
 CHART 4.9

ESTIMATING THE BRAND OF COLGATE TOOTHPASTE USEDBY

THE RESPONDENTS

33
 TABLE 4.10

ESTIMATING THE IMPORTANCE OF PURCHASE OF THIS PRODUCT BY

THE RESPONDENTS

IMPORTANCE OF NOT SOME WHAT IMPORTANT TOTAL

PURCHASE IMPORTANT IMPORTANT

IN STORE % Of Respondents
ADVERTISEMENT

40 30 30 100

ADVERTISEMENTS
SEEN OUTSIDE 20 20 60 100
SHOPS

MEMORIES OF
THE TOOTHPASTE 10 50 40 100
PURCHASE

INFORMATION ON 50 15 35 100
PACKAGING
FAMILY OR
FRIENDS 19 21 70 100

PROFESSIONAL 10 25 65 100
ADVICE

INTERPRETATION:
This above table clearly says that the calculated percentage value of importance of
purchase. In that 40% of the respondents say that In Store Advertisements not Important but
59% are Somewhat Important and 29% are Important.

34
 TABLE 4.11

ESTIMATING OF THE PURCHASING INFLUENCES OF THE COLGATE TOOTHPASTE

BY THE RESPONDENTS

PURCHASING NO. OF % OF THE

INFLUENCE RESPONDENTS RESPONDENTS
PRICE 5 5
WHITENS TEETH 20 20
FAMILIAR BRAND 24 24
REGULAR TYPE 11 11
GET INSTEAD OF 5 5
PASTE
PACKAGING 5 5
FOR SENSITIVE 11 11
TEETH

FRESHENS 19 19
TOTAL 100 100

INTERPRETATION:

This above table reveals that influences the decision of family member of the
respondent’s purchase of Colgate Toothpaste. In that 24% of the respondents are purchasing due to
Familiar Brand, 20% of the respondents are purchasing due to which Whitens Teeth, 19% of the
respondents are purchasing due to Freshening of the teeth, 11% of the respondents say the purchasing
of the product due to regular type and 5% of the respondents believes that they purchase due to the
price, getting instead of paste and packaging

35
 CHART 4.11

ESTIMATING OF THE PURCHASING INFLUENCES OF THE COLGATE

TOOTHPASTE BY THE RESPON

36
 TABLE 4.12

ESTIMATING THE SUITABLE PRODUCT PROMOTING FOR PROMOTIONAL ACTIVITIES

SUITABLE NO. OF % OF
PRODUCT RESPONDENTS RESPONDENTS
RADIO 5 5
TELEVISION 72 72
NEWSPAPER 12 12
OTHERS 11 11
TOTAL 100 100

INTERPRETATION:

This table reveals that which is suitable medium for promoting the promotional
schemes. 72% of the respondents say it is due to Television, 12% of the respondents believe
it due to Newspaper, 11% of the respondents’ lies on others and 5% of the respondents are for
Advertisement.

37
 CHART 4.12

ESTIMATING THE MEDUIM OF PRODUCT PURCHASED BY THE

COLGATE

TOOTHPASTE

38
 TABLE 4.13

ESTIMATING THE OFFERS MADE BY ANOTHER BRAND OF TOOTHPASTE

PURCHASED BY THE RESPONDENTS

PROMOTIONAL NO. OF % OF
SCHEMES RESPONDENTS RESPONDENTS
BUY ONE GET ONE FREE 5 5%
PRICE REDUCTION 57 57%
LOYALTY POINTS 30 30%
ADDITIONAL OFFERS 3 3%
NONE OF THE OFFERS 5 5%
TOTAL 100 100%

INTERPRETATION:

This table reveals that what kind of offers of the products purchase of another brand
of the Toothpaste. 35% of the respondents do purchase this product due to Buy One Get One
Free, 26% of the respondents do purchase this product of None of the Offers, 17% of the
respondents says they buy this particular product due to Price Reduction, 13% of the
respondents believes for Loyalty Points and 9% of the respondents reveals Additional Offers.

39
 CHART 4.13

ESTIMATING THE OFFERS MADE BY ANOTHER BRAND OF TOOTHPASTE

PURCHASD BY THE RESPONDENTS

40
 TABLE 4.14

ESTIMATING THE IMPACT CREATED BY THE SALES PROMOTINAL

PRODUCTS BY THE RESPONDENTS

IMPACT NO. OF RESPONDENTS % OF

RESPONDENTS
SWITCHING OVER 23 23
ANOTHER BRAND
INCREASE IN BUYING 52 52
BEHAVIOUR
NO CHANGE IN BUYING 33 33
BEHAVIOUR

TOTAL 100 100

INTERPRETATION:

This table reveals that what type of impact does the sales promotional schemes on the products
which create on the respondents. 52% of the respondents reveals that Increasing of the buying
behaviour when the time of sales promotional offer. 33% of the respondents reveals that no
change in buying behaviour and 23% of the respondents which makes the buying behaviour
when the time of sales promotional offer.

41
 TABLE 4.15

ESTIMATING THE LEVEL OF SATISFACTION OF BY THE RESPONDENTS

SATISFACTION NO. OF % OF

LEVEL RESPONDENTS RESPONDENTS

HIGHLY 18 18%
SATISFIED

SATISFIED 72 72%
DISSATISFIED 10 10%
TOTAL 100 100%

INTERPRETATION:

This table says that the level of satisfaction of the service provided by the
respondents. 72% of the respondents are satisfied to the level of satisfaction, 18% of the
respondents are highly satisfied to the level of satisfaction and 10% of the respondents are
dissatisfied to the level of satisfaction.

42
 TABLE 4.16

ESTIMATING THE SALES PROMOTIONAL ACTIVITIES WHICH MAKES THE

RESPONDENTS TO BUY THE PARTICULAR PRODUCT

Importance Of Highly Highly Total

Purchase Satisfied Satisfied Moderate Dissatisfied Dissatisfied

% OF RESPONDENTS

AVAILABILITY
28 21 19 17 15 100

QUALITY 20 20 20 10 30 100

QUANTITY 19 23 15 16 27 100
PRICE 20 25 15 20 20 100
BRAND IMAGE 27 16 19 15 23 100

OFFER 15 23 20 25 17 100
DISCOUNT 21 19 15 28 17 100
MEDICINAL 23 20 19 17 21 100
VALUE

INTERPRETATION:

This table shows that the sales promotional activities which make the respondents
to buy the particular product. 28% of the respondents say availability of the product, 23% of
the respondents are satisfied with the quantity of the product, 20% of the respondents are
moderate with the quality, 19% of the respondents are dissatisfied with the medicinal value
and 17% of the respondents are highly dissatisfied with the brand image.

43
 CHAPTER V

5. FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

• This analysis shows that the majority of the respondents are spending more than Rs.40 to buy
the product that is they buy the product with maximum quantity.
• The customer will also buy the product based on previous purchase experience.

• The analysis shows a close significance between the period of purchasing. Most of the
respondents are using the product Above 1 year.
• The analysis reveals that the close significant relationship between the period of purchasing
of the respondents and the opinions about the purchasing of brand. Most of the respondents
are using Colgate Dental Cream.
• The analysis shows the close significant between the period of purchasing of the respondents
and the terms of importance when purchasing Colgate Toothpaste. Most of the respondents
reveal that In Store Advertisements are Somewhat Important Advertisements seen outside
shops are important.
• 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.
• This analysis shows that close significant relationship between the period of purchasing of the
respondents and the type of impact of the Sales Promotional schemes of products is that mostly
reveals that increasing of the buying behaviour when the time of Sales Promotional offers.
• There exists a close significant relationship between the period of purchasing of the
respondents and the level of satisfaction of the product.

44
 SUGGESTIONS

• Sales Promotion schemes are always attracts more consumers towards particular brand
simultaneously; it gives the better idea about the factors which Consumers look most in the
product before they make final decision.
• Sales Promotion plays a major role to influences the buying decision of the Consumer. So the
marketer can concentrates more on Sales Promotion.
• Respondents are not much aware of all the schemes of Sales Promotion of which it increases
in the buying behaviour of consumers. So the marketers try to increases and also try to improve
the Sales Promotion awareness among the Consumers.

45
CONCLUSION

As the study shows that the use of Sales Promotion has increased in marketing
field. Almost all the companies offering similar schemes like Buy One Get One Free and Price
Reductions. As a result now marketers have to find out some innovative ways of Sales
Promotion to differentiate from Competitors. Currently Advertisements and Public Relations
are the most effective medium for the product.

There are various tools and techniques are used for promoting the products in
marketing. Sales Promotional tools are not only used in order to directly generate sales, but
also increase the sales of the products.

46
 BIBLOGRAPHY

REFERENCE:

WESITES:

www.wikipedia.org www.slideshare.com
http://www.scribd.com/doc/
http://www.ukdissertations.com
http://www.allprojectreports.com
http://www.businessdictionary.com/definition/
http://arabianjbmr.com
http://innovindia.blogspot.in
http://www.ifrnd.org
http://faculty.insead.edu/index_v1.htm

BOOKS:

Kathiresan Dr. radha, Marketing, edition 2000

Dr. L. Natarajan, Marketing
Rajan Nair, Sanjith R. Nair, Marketing Management
Philip kotler, Marketing Management
Joel R. Evans, Barry Berman, Marketing Management
J. Jayasankar, Marketing
P. Saravanavel and S. Sumathi, Advertising and Salesmanship

47
 CHAPTER VI

APPENDIX

A STUDY ON CONSUMER BEHAVIOUR TOWARDS SALES PROMOTION ON

COLGATE TOOTHPASTE- IN TIRUPUR

QUESTIONNAIRE

1. PERSONAL INFORMATION:
Name :
Sex :  Male  Female
Age Group :  10-20  21-30  31-40  41 and

Above Marital status :  Single  Married

Educational Status :  School  College  Professional  Others
Occupational :
Income Group :  <5000  5001-10000  10001-15000

 >15001

2. How much money have you spent to buy the product?

 Rs. 5-10  Rs.11-20  Rs.21-30  Rs.31-40  Rs. 40 & Above
3. Have you ever used previously Colgate Toothpaste?
 Yes  No

4. How long you are using the product?

 1 Month  2-3 Months  4-6 Months  1 Year  Above 1 Year

5. Is this the same brand of products used by your family?

 Yes  No

48
6. How many times do you brush your teeth in a day?
 Once  Twice  Thrice

7. Which brand of Colgate Toothpaste do you use?

 Colgate Dental Cream  Colgate Kids
 Colgate Herbal  Colgate Cibaca  Colgate Active

8. Please rate the following sources of information in terms of importance when

purchasing Colgate Toothpaste?

Particulars Not Important Somewhat Important

Important
In Store Advertisements

Advertisements seen outside

of shops

Memories of the toothpaste

purchase

Information on Packaging

Family or Friends

Professional advice
i.e., Dentist or Doctor

9. When purchasing Colgate Toothpaste which influences your decision?

Price  Whitens Teeth  Familiar Brand  Regular Type
Get instead of Paste Packaging  For Sensitive Teeth
Freshens
49
 10. Which is the most effective medium for the product?
 Advertisement  Public Relations  Publicity
 Personal Selling  Internet

11. Which medium do you feel it is suitable for promoting the various promotional schemes?
 Radio  Television  Newspaper  Others

12. What kind of offers would you most likely make you purchase another brand of
toothpaste?
Buy One Get One Free Price Reduction  Loyalty Points  Additional Offers
None of the Offers

13. Do you plan to purchase this product even in future?

 Yes  No  Maybe

14. What type of impact does the sales promotional schemes on products creates on you?
 Makes you switch over to particular brand
 Increase the buying behaviour when the time of sales promotional offer.
 No change in buying behaviour.

15. If you get an attractive promotional offer. That is other than your choice. Will you switch over to?
 Yes  No
16. Is it really the Sales Promotional offer which increases the buying behaviour of
Consumers?
 Yes  No
17. Will you have any positive reaction to Sales Promotion?
 Yes  No  Sometimes  Often Always
18. Intimate your leval of satisfaction of tha service provided?

 High Satisfied  Satisfied  Dissatisfied

19. Will you recommend others to make the purchase of Colgate Toothpast in sale Promotional
activities?

50
  Yes  No

20. What are the Sales Promotional activities which made you to buy the particular product?

Particulars Highly Satisfied Moderate Dissatisfied Highly

Satisfied Dissatisfied

Availability
Quality
Quantity
Price
Brand Image
Offer
Discount
Medicinal value

51
52