Project on Factors influence customers in choosing toothpaste

Submitted in Partial fulfillment of the requirements for the II Semester of MBA under the Punjab Technical University for Session 2012-14

Under the guidance of

Mr. Pankaj Dutta

Faculty, R.M. I.I.F.P., New Delhi.

Prepared by

Mitil Gupta
MBA II Semester, Roll No. 12214770033 Indian Institute of Financial Planning, New Delhi.

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Abstract 4 2. Introduction .4 3. Literature Review 5 4. Sample Design .....5 5. Analysis ...5 6. Research Purpose 6 7. Objectives ....6 8. Lesson learned .6 9. Research Approach ..7 10. Anticipated Contribution .7 11. Data Analysis and Interpretation .8 12. Sample method .......10 13. Methodology ..10 14. Time Constraints 11 15. Participants Biasness ..11 16. Avenues for Further Research ....11 17. Conclusion ..12 18. Limitation ...13 19. Appendix.....14 20. Bibliography16 21. References16
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Table and Figure no. 11.1:- Frequency for Age of Respondents. Table and Figure no. 11.2:- Frequency for do Brush in a day. Table and Figure no. 11.3:- Frequency for to the toothpaste chosen Table and Figure no. 11.4:- Frequency for preferences towards ingredients Present in your Toothpaste Table and Figure no. 11.5:- Frequency for Brand of toothpaste. Table and Figure no. 11.6:- Frequency for using mouthwash after toothbrush.

Abstract
Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose or products,
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services, ideas, or experiences to satisfy needs and desires. Typically evaluating consumer behavior goes beyond advertising and marketing approaches to connect to the consumer and understand their behaviors, motivations, and deepest desires. Consumer behavior is influenced by an individuals physical and social environment, the individuals motivation to consume, his or her perception of the product, brand, service, or company, and the goals or needs that he or she may obtain through consumption.

Introduction
Every time a person is confronted with the opportunity or responsibility to purchase services or goods, five steps including problem recognition, information search, evaluation of alternatives, purchase and post purchase evaluation are involved. Options, even in the simple realm of personal hygiene each play in integral part of a consumers buying behavior. Toothpaste for example causes the buyer to become involved in critical analysis, determining whether the purchase will involve reutilized, limited, or extended problem solving. After looking through several articles and case studies, I decided to study the consumer decision making process of toothpaste. Consumers often engage in limited problem solving when buying toothpaste because a buyer may buy it occasionally and may have little information on the product. Buying toothpaste requires a moderate amount of time for information gathering, even if a person is unfamiliar to the market. The first article analyzed the consumers ability in Bangalore to use toothpaste on a daily basis. The article also evaluated the differences in product availability for each brand. The second article stressed the greater importance between consumers and brand loyalty. The final article focused on toothpaste brand longevity among each brand. The following analysis demonstrates information on the consumer decision making process involved toothpaste purchase.

Literature Review
A question of continuing interest to researchers and practitioners has always been how marketing mix variables affect different consumers
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buying behavior. With the proliferation of scanner panel data usage in the middle 80s, an important number of statistical brand choice models have been developed to determine the effects of marketing tools such as pricing, promotions and advertisements on the brand sales, shares, and profits. a number of researchers made important contributions to the brand choice models based on scanner data, by separating the purchase decision process into different levels. Most probably the biggest portion of the statistical brand choice models literature is devoted to the evaluation of the effectiveness of price cuts and other promotional activities. The object of consumer choice models is to model the purchase behavior of consumers and more specifically, to model the procedure of purchase decision.

Sampling Design
The sampling method chosen for this study was convenience sampling which is a form of non-probability sampling. A nonprobability sample is a sample that has not been selected using a random sampling method which means that in non-probability sampling some people are more likely to be chosen than others

Analysis
There are several influences that affect the decision process. When looking for toothpaste, two major concepts that I would like to focus on are physiological influences and social influences when purchasing toothpaste. Physiological influences tend to impact a buyers perception, motives, learning and attitudes and is generally an internal factor in decision making. Perception varies across each city since buyers are in different stages of the consumer buying decision process. For example, Many people [in Delhi] still clean their teeth with traditional products like Neem twigs, salt, ash, tobacco or other herbal ingredients. Other cultures have progressed in the buying decision, and have recognized the problem of poor oral hygiene. As a result, they have investigated relevant information to evaluate the alternatives prevalent with different brands of toothpaste. In contrast, social influences tend to impact the consumers buying behavior through a persons culture, reference groups, social classes or media and are generally viewed as an external factor in decision making. Media can also influence the consumer buying decision process. Advertising may directly influence a consumers
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brand evaluation through such cues as celebrity endorsements and music, even without providing any explicit information. As technology becomes more innovative, buyers in rural areas have the ability to connect with more developed urban areas where toothpaste is used more frequently. Advertising has become more competitive in promoting products through mediums such as the internet, television, and radio.

Research purpose
The aim of this study is to extend the knowledge of what influences the buying behavior of toothpaste in New Delhi. This study aims to determine the relationship exit between the profiles of the consumers and toothpaste buying behavior. The demographic factors examined include gender, age, educational qualification, marital status, number of years married, number of children, and age group of children, family type and total family members.

Objectives
To evaluate which marketing stimuli affect the purchase of toothpaste. To evaluate the attributes consumers look for in toothpaste purchasing. To identify the various demographic variables that influences the purchase. To identify which brand of toothpaste has preference.

Lessons Learned
Two important lessons I have learned from reading the analyzing the articles are the significance of brand awareness and the importance brand image. Obviously, if consumers are not aware of a brand, the product will have lesser chance of purchase. However, after reading the article on Vietnam, I was fascinated to learn about the number of mid-market competitors who lose the attention of consumers dues to not being able to maintain a sustainable quality image. Furthermore, newer brands were adaptable and sustainable in completely competitive markets by providing a recognizable brand image. This is vital in sustaining a quality product image for a consumers buying behavior. Having a positive brand image tends to
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be a deciding factor in what brand of toothpaste the consumer chooses. Although Colgate is more expensive than its competitors, consumers in India are more inclined to pay the higher price for that toothpaste because it portrays a higher image of quality.

Research Approach
The research strategy used in this study was quantitative. Quantitative research strategy entails a deductive approach where focus is on testing exiting theories and it focuses on data collection techniques and data analysis procedures that use or produce numerical data. They also note that quantitative data is based on meanings that have been derived from numbers and analyzed by using diagrams and statistics whereas qualitative data is based on meanings expressed through words and analyzed by using classification into categories and conceptualization. Therefore, qualitative research method was not suitable for this study.

Anticipated Contribution
The research aimed at providing relevant information to marketers who want to understand the different factors that influence consumers when purchasing toothpaste. This will contribute a great deal to these companies' effectively segmenting and targeting their specific markets in order to formulate sound positioning strategies. The research should especially be of assistance to marketers in the toothpaste industry to effectively design promotional and advertising campaigns for consumers.

Data analysis and interpretation

Table and Figure no. 11.1:- Frequency for Age of Respondents Age 15-20 20-25 25-30 Respond 3 1 26
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Table and Figure no. 11.2:- Frequency for do Brush in a day

Brush in a day Once Twice Three time

Respond 26 4 0

Table and Figure no. 11.3:- Frequency for to the toothpaste you have chosen

What Attract you To Buy Packing(tube, 8 box color) Flavor Quality(brand) Price

Respond 9 25 22 19

Table and Figure no. 11.4:- Frequency for preferences towards ingredients Present in your Toothpaste Preferences towards ingredients Abrasives Fluoride Anti-Bacterial Color of paste Respond 30 23 30 9

Table and Figure no. 11.5:- Frequency for Brand of toothpaste

Brand of toothpaste Colgate Pepsodent Close Up Oral-B Babool Others

Respond 13 5 8 2 2 0

Table and Figure no. 11.6:- Frequency for using mouthwash after toothbrush

Use Mouthwash Yes No Sometimes

Respond 3 25 2

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Sampling Method
There are two types of sampling method: namely probability sampling methods and non probability sampling methods. Probability sampling is based on "random selection-a controlled procedure that assures that each population element is given a known non zero chance of selection. The second method non-probability samples include "elements from a population that are selected in a random manner. For the purpose of this research mainly a non probability sampling method was selected. The two main reasons the researcher decided on this method was due to financial and time constraints. There are four types of non-probability samples that are usually used: these are convenience, judgment, quota, and snowball samples.

Methodology
The questionnaire was designed, to know the point of view of public people regarding changing the consumer behavior. Questionnaire contains information regarding demographic and series of close-ended indirect questions, which were based on daily bases used product about toothpaste. Non-random convince sampling technique was used in my survey. The questionnaires are filled by every age person. After thedata collection in form of questionnaire, we use the Z-Square for test the hypothesis. Hypothesis Result H: The impact of Brand, packaging Rejected And extra create difference. H1: The impact of Brand, packaging And Extra does not create any differences.
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Z tab

2.22

1.96

For to test this hypothesis Z-test is used, z value is 2.22 and z-tabular value is 1.96. So, the results are shows that impact of Brand, Packaging and Extra benefits are creates difference. This analysis shows that Person are more like Branded items and looking packaging. There is no equal proportion of influence on Every person equally so our H is rejected. People are more like to take extra benefit as well so any branded toothpaste gives extra like 15% free or free toothbrush, they will take that.

Time Constraints

Time constraints were also a limitation to the research because they limited the researcher to specific areas. The researcher feels that more time would have allowed for gathering of a bigger sample that would be more representative of the population. However, the researcher to the best of his ability has tried to obtain data that is accurate and comprehensive for this particular study.

Participants Biasness
The research was mostly carried out on one-to-one basis by intercepting consumers. Hence some respondents tended to answer the questions as quickly as possible in order to get rid of the interviewer as fast as possible. Although these were few, the responses for these participants may not have reflected his/her actual response.

Avenues for Further Research

> Future research could be done by covering more areas in PMB to provide a more realistic reflection of the consumer. > In future researchers could establish a relationship with manufacturers in order to minimise the various limitations encountered in this research.

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> A study investigating the influence of children on toothpaste purchase could be of great value to marketers. > A similar study with a larger sample or different products could also produce useful and relevant information for marketers to use in the process of segmenting, targeting and positioning of their market.

Conclusion
With increasing levels of customization at an accelerating rate, marketers today more than ever before want to know what particular brand of toothpaste a consumer buys, what type they buy, why they buy it (to prevent tartar, for fresher breath etc.), where they buy it (supermarket, chemist), how often they use it (morning, evening or after meals), and how often they buy it (weekly, biweekly or monthly). This is essential information that could determine the success of the business. The research attempted to cover all areas that were essential for marketers to understand in terms of the various aspects of the consumer. It also identified product attributes that need to be developed to meet the consumer needs as well as demographic variables that influence the purchase. Consumers are quality conscious healthier tooth rather than freshness and they do brushing two times in a day. People like media advertisement rather than banners or newspapers. Many consumers use the specific brands which are more popular. The consumers have more awareness about Close-up and Colgate brand of toothpaste. The consumers are mostly like the media advertisement. Through media consumer are attracted more so the companies are used the media as a mode of promotion for the product. In combine family system is followed so the more consumer are used same product which is their parents are used. Thats why on that people advertisement and other promotion modes are not influence their behavior and due to parents or under some limitations consumers behavior not influenced. Finally, consumer behavior will attract to those
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products which are easily available and has more quality rather than quality. Income is a major factor on which bases people buy low price product brands of Toothpaste. Therefore the study could be of great use for all in the industry and other interested parties although any user of the research is once again reminded to take into consideration the various limitations encountered during the research which can be summarized in another Research.

Limitations
The present research has several limitations. The first limitation is about the sample selection because the entire sample is taken just from the Known persons of me. Second, limited brands of toothpaste were used in our research for getting the consumer perception. Third, resources limitations prohibited to take a large sample size. Further research can be create a more generalized result by taken a large Sample size and from the various cities of India.

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Appendix
Consumer Survey Date

Hello, I am doing research on consumer behavior in toothpaste purchasing. I would very much appreciate it if you would take a few minutes to answer the following questions. Thank you, in advance for your time. Please mark with an Check next to Your answer for all questions. Name:-__________________________________________________________ Age:Male Female

Ques.1) Which is your favorite brand of toothpaste? Colgate Pepsodent Close Up Anchor Oral-B babool Other(specify)_____________
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Ques.2) How often do you brush your teeth? Once a Day Twice a Day More than Twice a day Ques.3) What attracts you to the toothpaste you have chosen? (Multiple choice) Packing (tube, box color) Flavor Quality(brand) Price Ques.4) What size of toothpaste You Buy?? 50 gm 100 gm 200 gm 250 gm Ques.5) What do u like on the time when buy toothpaste? 10% extra Free toothbrush Discount on buying 2 tube Free trial Ques.6) Why do You like to use you current Toothpaste? Because your favorite celebrity use this brand Because doctor advice it Because your family use it from long time Because you like its taste
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Ques.7) What are preferences towards ingredients present in your toothpaste? (multiple Choice) Abrasives (for removal of plaque and tartar) Fluoride (prevents decay) Anti-bacterial Color (red, blue, green) Ques.8) From where, You buy toothpaste? Nearest Shop Any Retail Shop Relative/Friends Shop From Mall Ques.8) If your brand is not available at the time, what will you do?? Buy another brand toothpaste Wait for being available in stock Ques.9) Do you use mouthwash after brush your tooth? Yes No Sometimes Ques.10) Do you want to change your toothpaste brand? Yes No Not Sure

Bibliography
"Consumer buying behavior towards toothpastebrands in ludhiana." 1.1 (2010): 6-43. Print. <http://www.scribd.com/doc/54414411/Consumer-buying-behaviortowards-toothpastebrands- in-ludhiana>.
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Saha, Priyanka. "A MARKET RESEARCH PROJECT ON TOOTHPASTE." 16-40. Print. <http://www.scribd.com/doc/71649040/Consumer-Buying-Behavioron-Toothpaste>. Kotler, Philip. Marketing Management. 14. Prentice Hall, 2011. Print.

References
Websites

www.springerlink.com ,

Books

www.wikipedia.com www.google.com

Research Methodology C.R. Kothari 2nd editon. Marketing Management Phiilip Kotler 11th edition Market Research An Applied Orientation Naresh K. Malhotra Marketing management Bhanu Prakash Verma

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