3. Introduction
Today the success of any firm depends upon the satisfaction of
consumers. For satisfying the consumers the firm should know about
the behavior of the consumers
Just as the body needs to be washed thoroughly every day, the teeth
used to bite food that keeps the body alive, need to be cleaned
properly to achieve proper oral hygiene
The story of toothpaste is one of the classical cases of attitude
change. Apart from turning everybody into toothpaste users, the
various attributes of the product is getting the consumers changing
with every new brand
4. Objectives
1. To examine the Demographic factors
influencing purchase decisions.
2. To examine the consumer awareness of
toothpaste.
3. To find out how promotional schemes are
influencing the consumers.
4. To examine how the product attributes
influencing the consumer buying toothpaste.
5. To analyse what’s the reason so they switch
to other brand
5. Scope of the Project
The scope of the study covers almost all
categories of toothpaste.
The whole evaluation of toothpaste of
customer satisfaction considered by
attributes offered by toothpaste
manufactures.
Any substitutes of toothpaste like use of
herbs, mouthwash or powders will not be
considered.
6. Rationale of the Project
The Behavior of consumption of toothpaste in twins
city
How much people are getting attached with toothpaste
brand by seeing the advertisement
If they switch to brand what's the reason beyond it
7. Research Methodology
Descriptive research can be either quantitative or qualitative.
We conducted quantitative research
The three methods available for quantitative research are
Observation method
Survey method
Experiment method.
We have chosen Survey method for our research
8. Population
Population of our survey is the people of twins city
Sampling Technique
The researcher in carrying out this research adopted the most
appropriate sampling technique for research that is the simple
random technique
Sample Size
We have taken 50 samples randomly from the total population
9. Instrument of Survey
For collecting primary data, method used is questionnaire
Questionnaire
A questionnaire includes a number of questions, printed in
proper sequence, for presenting to respondents for their
answers.
Each question is contributing to research objectives
Questionnaire was designed with most of closed ended
questions and only few open ended question
10. Results of our Survey
Gender
Age
15-18
8%
Female
50%
Male
50%
Above
30
14%
25-30
14%
18-25
64%
13. No. of brands use so far
More
than
two
42%
One
24%
Most Preferred Brand of toothpaste
Two
34%
Others
12%
Medicam
12%
Colgate
38%
Pepsodent
14%
Close up
24%
14. Factors make you buy toothpaste
Others
Packing 8%
8%
Price
48%
Availibilty
36%
Most preferred buying factor
Other
2%
Brand
22%
Quality
44%
Flavor
32%
15. Attribute most preferable for you
selecting toothpaste
Use of herbs
8%
Whiteness
28%
Prevent of
tooth decay
8%
Healthy teeth
& gums
30%
Influenced while purchasing
toothpaste
Long lasting
freshness
26%
Self
25%
Parents
34%
Spouse
8%
Kids
2%
Friends
31%
16. Promotion you get attached
Others
20%
Banner
2%
Celebrity
20%
Advertisemen
t
58%
Promotional tool makes you buy
toothpaste
Others
24%
Gift
18%
Discount
14%
Price off
16%
Extra
quantity
28%
17. For which reasons you switch to other brand
20
18
16
14
12
10
19
8
14
6
4
4
2
0
1
Impact of
packaging
Price rise of
current brand
6
3
3
Scheme of
brands
Advertisement
impact
Consumer brand To try new other
is not available
Influence by
others
18. Conclusions
This study revealed that consumer awareness of toothpaste is more in
Twins city
Creating the awareness is a part of social responsibility of the company
Manufactures have used advertising campaigns to promote higher
consumption of toothpaste
Product attribute also analyzed by the consumer for deciding a brand
Switching of one product to other company product is mainly based on
advertisement, brand name, packaging availability, and price rise, etc.
