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questionnaire designed to facilitate the discussion of data input and analysis in SPSS for
Marketing Analysis & Research (MAR3613). The questionnaire asks several questions
regarding the purchase of toothpaste brands. Thank You.
1. Sex:Male _____Female _____
2. Marital Status:Single Married _____
3. Age:_____ years old
4. With whom do you live?a. alone b. roommate c. parents d. relatives e. spouse
5. Which brand of toothpaste does you mostly use?Please circle only one brand
.a. Aqua Fresh
f. Mentadent
b. Crest
c. Colgate
d. Close-Up
e. Pepsodent
.6. Please indicate your level of satisfaction with your current choice of brand for each of the
following attributesin1(very dissatisfied) to7(very satisfied) scale.
a. Cavity Prevention _____
c. Taste _____
e. Teeth Whitening _____
Every_____ months
8. Where do you usually buy your toothpaste? Please circle only one place
.a. Drug/Convenience store (for example, Walgreen, Eckerd, etc.)
b. Grocery store (for example, Publix, Winn Dixie, etc.)
c. Discount Store (for example, K-Mart, Target, Wal Mart, etc. )
d. Club Warehouse (for example, Sams Club, Costco, etc.)
e. Others __________________________________ Please specify
Exploratory Research:
Questionnaire:
1. Which brands of toothpaste are you aware of?2. What brand of toothpaste do you use?
3. Why do you use the aforementioned toothpaste?4. What additional features would you
like to see in your toothpaste?5. What factors influence the choice of toothpaste?
Findings:
The exploratory research phase aims to find out the parameters over which the
researchshould proceed. The questionnaires explored the different factors that respondents
look intobefore buying toothpaste. The sample size was 12 respondents.Some of the findings of
exploratory research were as follows
Brands commonly used were:
Colgate, close-up and Pepsodent
Other Brands which people were able to recall were:
Babool, Cibaca, Meswak, Signal, Vicco Vajradanti, Dabur, Glister, Emofoam, Neem, Amway
Some of the reasons given by the respondents for choosing their preferredbrand
of toothpaste were:
Good Cleaning Power, Habit, Brand Loyalty, Good Lather, Color, Shelf Positioning,Calcium
content, Flavors, liking for gel based toothpastes , taste , Cavity Protection,Prevention of Bad
Breath, Medicinal Value , and utility viewpoint.
Some additional features that the respondents said they might want in
theirtoothpastes were:
Lower Price, Change of Color, New Flavors, Mouth, Refreshing Breath, Anti
BacterialProtection
The factors that respondents thought were influential in buying toothpastes
ingeneral were:
Advertisements, Family Influence, Packaging, Personal Experience, Protection,
Cleanliness,whitening, freshness, taste, Dentist Recommendations, Pricing, Availability and
peersuggestion.
Secondary Data
The oral care market in India is estimated to be Rs 4,400-crore. Toothpaste, for the record,
isestimated to be Rs 3,200 crore in size, followed by the toothbrush segment at Rs 800
crore,toothpowder at Rs 300 crore, and mouthwash being Rs 100 crore.Colgate Palmolive is
the leader in Indian toothpastes having a market share of 50% in 2009. HUL
follows with 28%. Its Close
-Up has a market share of 17% and Pepsodent 11%, according to ACNielsen data.Another
player, Dabur, enjoys 10% share through its portfolio of Red Toothpaste, Promise,
Meswakand Babool. Recently, GlaxoSmithKline Consumer forayed into the sector by
launching Sensodyne(though it was available as an import earlier), a toothpaste brand for
sensitive teeth. The FutureGroup launched its Sach brand recently in this segment. P&G is
launching Crest in IndiaIn toothpowder, Colgate leads in the white segment with 70 per
volume share (value share is evenmore), while Dabur leads in the red segment with 70 per
cent volume share again (value is more than70 per cent).
Questionnaire Design:
Two questionnaires were administered with the aim of conducting multi-dimensional scaling.One
questionnaire had non attribute based question in which respondents had to givedistance scores
between two brands based on their perception while the other questionnairehad attribute
based question in which respondent had to rank each brand according to thevarious features
identified through the exploratory research. Questionnaires were distributedto similar set of
respondents to get similar unbiased responses.
Questionnaire 1: Based on Non Attribute Based Response
Recruiter
1. Name: _________________________ 2. Region:West EastNorth
South3. Occupation: _____________________ 4. Gender:5. Age:Less than 15 Between 16-20Between 2125Between 26-30Above 30
Main Questionnaire
1. How often do you use toothpaste in day?
Once a day
Twice a day
Every month
Colgate
Close up
Pepsodent
Meswak
Babool
Sensodyne
Amway
Between 3 to 12 months
Between 1 to 3 years
Project on Toothpaste
COLGATE vs PEPSODENT
Colgate - Presentation
Acknowledgement
We would like to thank our Professor,
Mr. Prantosh Banerjee
for providing us constantguidance during our project and providing us with an opportunity to
apply the concepts learnt
in the course Marketing Research
I to a practical and real life situation.
We would also like to thank all the respondents who gave their valuable time for filling up
thequestionnaires and for giving valuable inputs during the exploratory research. Their
unbiasedand valuable input has helped us to administer a project in which we have taken
outinferences about the consumer buying behavior for toothpastes
Executive Summary
Oral hygiene is sought to be one of the most necessary aspects to maintain good
healthsince the pre-modern era where natural products like Neem sticks were used to
maintaingood teeth. With the advancement of technology in the modern era, products
liketoothpastes, mouth washes, dental floss, and teeth whiteners have been
introduced.Realizing the importance of these products in consumers daily lives especially
toothpastes,many companies like P & G, Hindustan Unilever etc. are planning to launch
products to fightfor the share of the existing market giants. Before launching a new product
in the market,the companies need to realize the factors affecting the buying behavior so as
to design theirmarketing strategies to cater to the correct consumer segment(s).Initially, an
exploratory research was conducted to figure out what brands of toothpastes theconsumers
know about and what factors do the consumers consider while making theirpurchase
decision.Then questionnaires were administered through an online survey. Two
questionnaires wereadministered with one question different where the first questionnaire
had one non-attributebased question while the second had attribute based question; this
being done for usingmulti-dimensional scaling. Other approaches used for analysis were
tabs, cross-tabs, chi-square, factor analysis, cluster analysis, etc. These statistical tools were
used with the helpof MS-Excel and SPSS. The analysis from these tools helped gather useful
insights uponwhat type of respondents we had, what attributes the consumers consider
while making thepurchase decision, how the consumers perceive the various brands to be
etc.