A Study On Customers

Brand Loyalty Towards

Oral Healthcare Products

D H E E R A J S R I N AT H
131GCMA035
RVIM

Introduction
Oral health
State of being free from diseases and disorders that affect the oral cavity

Oral healthcare
The practice of keeping themouthand teeth clean to
preventdentalproblems

Most common global disease

6090% of school children and nearly 100% of adults have dental
cavities
Products used
Toothpaste
Toothbrush
Tooth powder
Mouthwash
Whitening products

Introduction
Brand loyalty
Conscious or unconscious decision, expressed through
intention or behaviour, to repurchase a brand continually

Factors:
Customers' Perceived Value
Brand Trust
Customers'Satisfaction
Product features and quality
Sales Promotion or Advertisements
Price

Objectives
To understand about different products of oral healthcare
To find factors influencing brand loyalty
To find whether the customer is brand loyal
To analyse different brands and the customers loyal to
them

Statement of problem
Oral care is part of daily routine
Many alternatives available for oral care
Because of this it is necessary for the companies that sell
oral care products to retain customers.
This study looks into what affects the customer loyalty

Methodology
Type of research
Descriptive

Sampling
Convenient sampling

Data collection
Questionnaire

Analysis
Tabulations are done based on the responses to the
questionnaire.
Based on the values of the tabulation percentages will be
calculated.
The results are further analysed and represented through
charts and graphs.
MS Excel used to analyze data

Findings
All the respondents use toothpaste and toothbrush
Majority of the users of toothpaste and toothbrush have been using
the same brand for the past 3 years
Most of the users of oral care products are satisfied with the products
90% of the respondents think brand image can influence buying
behaviour.
Around 40% of the respondents have tried a different brand recently
and around half of them switched back to their previous brand.

Findings
40% of the respondents will switch if a good promotional
scheme is provided
Family is the biggest influencer on brand preference
Advertising plays an important role
Television is the most influential mode of advertisement
58% have brought a particular brand because of the
advertisement

Suggestions
Promote new products like whitening products as its
limited mostly to use of toothbrush and toothpaste
Indian companies need to increase Competition
Increase the number of loyal customers
Efficient supply chain

Conclusion
Oral care still a long way to go
Dominated by MNCs like Colgate and HUL(Pepsodent &
Close-Up)
Tendency to shift if preferred brand not available
Most customers are brand loyal unless availability or price
influences

Thank You