CHAPTER 01

INTRODUCTION OF PATANJALI
DANT KANTI

[1]
 1.1 PATANJALI DANTKANTI
Toothpaste has a history that stretches back nearly 4,000 years. Until the mid-nineteenth century, abrasives

used to clean teeth did not resemble modern toothpastes. People were primarily concerned with cleaning

stains from their teeth and used harsh, sometimes toxic ingredients to meet that goal. Ancient Egyptians

used a mixture of green lead, verdigris (the green crust that forms on certain metals like copper or brass

when exposed to salt water or air), and incense. Ground fish bones were used by the early Chinese.

In 1850, Dr. Washington Wentworth Sheffield, a dental surgeon and chemist, invented the first

toothpaste.

Modern toothpaste was invented to aid in the removal foreign particles and food substances, as

well as cleans the teeth. When originally marketed to consumers, toothpaste was packaged in jars.

Chalk was commonly used as the abrasive in the early part of the twentieth century.

The Colgate-Palmolive Company also asserts that it sold the first toothpaste in a collapsible tube

in 1896. The product was called Colgate Ribbon Dental Crme. In 1934, in the United States,

toothpaste

[2]
University for Yoga and Ayurveda. This trust is located 13kms from Haridwar. The estimated cost of the

project was 10 billion. During inauguration, Sudarshan Agarwal, Governor of Uttrakhand, said "Patanjali

Yog Peeth will soon be the ambassador of Yoga for entire world.

[3]
Dant Kanti is another one of these ayurvedic medicine formula toothpastes that are
all quite similar to one another in overall composition. Despite trying many of them,
I don't know enough about them to know how they differ, but each one is a little
different from the others to keep things interesting. Out of all of them, I think Dant
Kanti is my favorite. An Indian friend of mine told me to try it because of its tooth-
whitening capabilities. She has perfectly-white teeth, and insists that this is all she's
used for years. I thought that meant it had a lot of silica in it and it would be harsh
as some of these tend to be, but I'm glad to find that's not the case. It isn't harsh at
all.
The overall taste profile is very similar to Dabur Red (my first foray into Indian
toothpastes and my favorite till now), just less intense. Very "herbal," with a
noticeable clove presence, but mixed in with spicy and fresh-tasting herbs. The
cloves provide a slight numbing sensation as the rest of the herbal tastes completely
fill your mouth and they utterly obliterate bad breath, food odors,
tastes...whatever. Seriously, this is the FRESHEST toothpaste I've ever used. I'm not
a smoker, but I imagine that this would take care of smoke, strong foods, coffee, etc.
in short order.

For westerners used to the ubiquitous mint and cinnamon flavours of our
toothpastes, the taste is an acquired one. It's not bad at all, just a bit herbal and
medicinal. It contains mint, but it's pretty far down the list of ingredients. I find it
very pleasing, actually. Dabur Red would make my eyes water sometimes because
of its spicy nature. This is mild by comparison...its intensity is in its freshening
qualities, with other herbal tastes coming to the fore. The entire mouth feels clean in
a way I can't really describe, and I've only experienced a few times with
conventional American toothpastes, and stays that way for hours. It's really
impressive, actually. I'm surprised.

Dant Kanti is another one of these ayurvedic medicine formula toothpastes

that are all quite similar to one another in overall composition. Despite trying
many of them, I don't know enough about them to know how they differ, but
each one is a little different from the others to keep things interesting. Out of
all of them, I think Dant Kanti is my favorite. An Indian friend of mine told me

[4]
to try it because of its tooth-whitening capabilities. She has perfectly-white
teeth, and insists that this is all she's used for years. I thought that meant it
had a lot of silica in it and it

would be harsh as some of these tend to be, but I'm glad to find that's not

the case. It isn't harsh at all. The overall taste profile is very similar to Dabur

Red (my first foray into Indian toothpastes and my favourite till now), just less

intense. Very "herbal," with a noticeable clove presence, but mixed in with

spicy and fresh-tasting herbs. The cloves provide a slight numbing sensation

as the rest of the herbal tastes completely fill your mouth and they utterly

obliterate bad breath, food odors, tastes...whatever. Seriously, this is the

FRESHEST toothpaste I've ever used. I'm not a smoker, but I imagine that this

would take care of smoke, strong foods, coffee, etc. in short order. For

westerners used to the ubiquitous mint and cinnamon flavors of our

toothpastes, the taste is an acquired one. It's not bad at all, just a bit herbal

and medicinal. It contains mint, but it's pretty far down the list of ingredients.

I find it very pleasing, actually. Dabur Red would make my eyes water

sometimes because of its spicy nature. This is mild by comparison...its

intensity is in its freshening qualities, with other herbal tastes coming to the

fore. The entire mouth feels clean in a way I can't really describe, and I've

only experienced a few times with conventional American toothpastes, and

stays that way for hours. It's really impressive, actually. I'm surprised. It also

cleans the teeth as well as most of these toothpastes do....leaving them

squeaky clean and smooth, but not in a harsh way. I have tooth sensitivity

[5]
issues and I didn't feel anything while brushing, unlike when I use

conventional whitening toothpastes (which my dentist warned me against) or

when I used Vicco Vajradanti toothpaste, or even Dabur Red on occasion.

Patanjali Herbal Toothpaste - For Strong, White, Healthy Teeth and Gums.

CHAPTER 02

VARIOUS COMPETITORS

[6]
VARIOUS COMPETITORS OF PATANJALI DANT

KANTI

1. COLGATE
2. PEPSODENT
3. HIMALAYA
4. DABUR RED
5. CLOSE UP
6. ORAL B

[7]
 2.1 COLGATE

In 1806, when the company was founded by 23-year-old William Colgate, it

concentrated exclusively on selling starch, soap, and candles from its New
York City-based factory and shop. Upon entering his second year of business,
Colgate became partners with Francis Smith, and the company became Smith
and Colgate, a name it kept until 1812 when Colgate purchased Smith's share
of the company and offered a partnership to his brother, Bowles Colgate. Now
called William Colgate and Company, the firm expanded its manufacturing
operations to a Jersey City, New Jersey, factory in 1820; this factory produced
Colgate's two major products, Windsor toilet soaps and Pearl starch. Colgate-
Palmolive Company's growth from a small candle and soap manufacturer to
one of the most powerful consumer products giants in the world is the result
of aggressive acquisition of other companies, persistent attempts to overtake
its major U.S. competition, and an early emphasis on building a global
presence overseas where little competition existed. The company is
organized around four core segments--oral care, personal care, home care,
and pet nutrition--that market such well-known brands as Colgate toothpaste,
Irish Spring soap, Softsoap liquid soap, Mennen deodorant, Palmolive and
Ajax dishwashing liquid, Ajax cleanser, Murphy's oil soap, Fab laundry
detergent, Soupline and Suavitel fabric softeners, and Hill's Science Diet and
Hill's Prescription Diet pet foods. Colgate-Palmolive has operations in more
than 200 countries and generates about 70 percent of its revenue outside the
United States.

[8]
 2.2 PEPSODENT
Pepsodent is an American brand of toothpaste with a minty flavour derived
from sassafras. It has been owned by Unilever since 1942, except in the US
and Canada, where since 2003, it has been owned by Church & Dwight.
Pepsodent toothpaste was introduced in the USA in 1915 by the Pepsodent
Company of Chicago. The original formula for the paste contained pepsin, a
digestive agent designed to break down and digest food deposits on the
teeth, hence the brand and company name. From 1930 to late 1933 a
massive animated neon advertising sign, featuring a young girl on a swing,
hung on West 47th Street in Times Square in New York City. (This ad was
recreated for the climax of the 2005 film King Kong and was featured in the
original film in a establishing shot of Times Square itself.) Following the
acquisition of the Pepsodent Company by Unilever in 1944, sales of
Pepsodent in the UK increased rapidly, more than doubling between 1944
and 1950. The company outgrew its original factory in Park Royal, and the
manufacture of the product was moved to the factory of another
Unileverowned toiletry manufacturer, Joseph Watson and Sons of Whitehall
Road, Leeds, in 1951. Pepsodent was a very popular brand before the
mid1950s, but its makers were slow to add fluoride to its formula to counter
the rise of other highly promoted brands such as Crest and Gleem toothpaste
by Procter & Gamble, and Colgate's eponymous product sales of Pepsodent
plummeted. Today Pepsodent is a value brand marketed primarily in
discount stores and retails for roughly half the price of similarly sized tubes of
Crest or of Colgate. The product was discontinued in South Africa in 1974 but
was revived in 1976 with a new ad slogan "Gets Your Teeth Their Whitest"
featuring celebrity endorsers Rita Moreno, Steve Lawrence, and others. The
popular slogan was also changed in South Africa to "You'll wonder where the
dullness went / when you polish your teeth with Pepsodent". Pepsodent is still
sold as a Unilever property in all markets except the United States and

[9]
Canada. In Vietnam, Pepsodent is called P/S. In 2013, Pepsodent was ranked
201st among India's most trusted brands according to the Brand Trust Report
2013 India study, a research conducted by Trust Research Advisory. According
to the Brand trust Report 2014, Pepsodent moved up to 71st position among
India's most trusted brands. Pepsodent's parent company Hindustan Unilever
was ranked 47th in the Trust Report 2014.

2.3 THE HIMALAYA

The Himalaya Drug Company is a company established by M Manal in 1930
and based in Bangalore, India. It produces health care products under the
name Himalaya Herbal Healthcare whose products include ayurvedic
ingredients. It is spread across locations in India, the United States, the
Middle East, Asia and Europe. While its products are sold in 92 countries
across the world. The company has more than 290 researchers that utilize
ayurvedic herbs and minerals. An Hepatic drug, named is its flagship product,
first introduced in 1955. Himalaya Global Holdings Ltd. (HGH), is the parent of
The Himalaya Drug Company worldwide. It is also the global headquarters of
all Himalaya subsidiaries. Founded by M Manal, the Himalaya Drug
Company's history began in 1930. Manal, while in the forests of Burma,
became interested in the root, "Rauwolfia serpentina", which helped pacify
elephants.[5] Becoming engrossed in the intriguing effects surrounding the
root, Manal went on to studying various herbs, and producing tablets.
According to Himalaya Wellness, Manal's motivation and "vision was to bring
the traditional science of Ayurveda to society in a contemporary form.
Nonetheless, in 1934, Serpina, derived from Rauwolfia serpentina, became
"the world's first natural antihypertensive drug". Another product soon
became the Himalaya drug company's best selling medicine, This product,
created in 1955, is "a liver formulation that ensures optimum liver function."
In addition, the Himalaya Drug company soon introduced several other
products, such as Cystone, Bonnisan and Rumalaya forte. In the 1930s, the

[10]
company was based in Dehradun, but subsequently it advanced to Mumbai
and extended across India. Then, in 1975, it established a factory. in Makali,
Bangalore. Finally, in 1991, the company moved its research and
development facility to Bangalore. Today, the company has offices across the
globe, including India, USA, South Africa and other countries in Europe, the
middle east, and Asia.

[11]
 2.4 DABUR RED
Dabur (Dabur India Ltd.) (Devanagari: , derived from Daktar Burman) [5][6]
is India's largest Ayurvedic medicine & related products manufacturer. Dabur
was founded in 1884
by SK Burman, a physician in West Bengal, to produce and dispense
Ayurvedic medicines. German company Fresenius SE bought a 73.27% equity
stake in Dabur Pharma in June 2008 at Rs76.50 a share. The German
company had also purchased another 17.62% shares from the market
through an open offer at the same price. Burman designed Ayurvedic
medication for diseases such as cholera and malaria. Dabur's Ayurvedic
Specialities Division has over 260 medicines for treating a range of ailments
and body conditions, from common cold to chronic paralysis. Dabur
International, a fully owned subsidiary of Dabur India formerly held shares in
the UAE based Weikfield International, which it disposed of on 25 June 2012.
The Sustainable Development Society (Sundesh), a nonprofit organisation
started by Burman, aims to carry out welfare activities in the spheres of
health care, education and other socioeconomic activities. Dabur drives its
corporate social responsibility (CSR) initiatives through Sundesh. In the Brand
Trust Report 2012, Dabur was ranked 45 th among India's most trusted brands
and subsequently, according to the Brand Trust Report 2013, Dabur was
ranked 65th among India's most trusted brands. In 2014 however, Dabur was
ranked 109th among India's most trusted brands according to the Brand Trust
Report 2014, a study conducted by Trust Research Advisory, a brand analytics
company. But the Brand Trust Report 2015 puts Dabur at 19th place,a notable
gainers by 90 positions.

[12]
[13]
 2.5 CLOSE-UP
Close up is a cinnamon flavoured brand of toothpaste which is marketed by
Unilever. It is one of the top brands in terms of sale in India. Launched in
1967, it is the first gel toothpaste in the world. In 2003, Unilever sold the
exclusive licensing rights of CloseUp in United States and Canada to Church &
Dwight. This sale did not affect the brand in other countries, like India where
Unilever and its subsidiaries continue marketing CloseUp. The brand is
positioned to target the youth segment with a lifestyle appeal in its
advertising campaigns. According to an August 2016 report in The Economic
Times, Close Up was in the second spot in market share of toothpaste in India
during January June 2015 as well as January June 2016.

[14]
 2.6 ORAL-B
Oral B is a brand of oral hygiene products, including toothbrushes,
toothpastes, mouthwashes and dental floss. Dr. Robert W. Hutson (1920
2001), a California periodontist, designed and patented a toothbrush in 1950.
The application for his "Hutson toothbrush" was filed on January 13, 1950,
and U.S. Patent No. 160,604 was granted on October 24 the same year. In
1958, he was granted a new patent for a "mouthbrush" having numerous
fine, soft, flatended nylon bristles, and a similar appearance to the 1950
design. He claimed in his application that this brush was less abrasive to
tooth enamel, better for massaging the gums, and more effective at picking
up tooth powder than other brushes available at the time, which had coarse,
anglecut bristles. He also created the OralB brand name. The first product
was known as the "OralB 60", because it had 60 tufts.Other sizes were made
with differing numbers of tufts and corresponding names. Dr. Hutson sold his
toothbrush business in the 1960s, and continued his San Jose periodontal
practice. OralB became part of the Gillette group in 1984. Braun, also part of
the Gillette group at that time, started to use the OralB brand for electric
toothbrushes. OralB has been part of the Procter & Gamble company since
2006.A company representative has stated that the "B" in OralB stands for
"brush". OralB produces electric toothbrushes and electric toothbrush brush
heads, which come in several varieties including "floss action" and "deep
sweep" which perform different functions.[8] Brush heads are recommended
for replacement every 3 months or sooner.

[15]
CHAPTER 03
OBJECTIVE

[16]
 OBJECTIVES
To study the market share of Dant
Kanti with reference to other brand.
To explore the consumer preference
towards Patanjali Dant Kanti and other
brand.
To explore the brand image of Patanjali
Dant Kanti tooth paste.

[17]
 CHAPTER 04
REVIEW OF LITERATURE

[18]
 BUYING BEHAVIOUR FOR
TOOTH PASTE IN URBAN INDIA
A STUDY IN PUNE CITY DR.VINIT
DANI

In this research report the author has studied the factors that
infulances the buyer. to purchase different tooth paste he has also
examined the brand awareness and determining factor. That
impact the purchase behaviour. He also emphasised on the
various factor that influence the buyer to switch from the one
brand to other.

While conducting the research the author used non probability

convinence sampling method by doing survey over a period of two
monthes in pune city he intracted with 250 customers to do his
survey.

The findings of this research states that there is a increasing

demand for oral care product it was also found that many people
still clean there teeth with traditional product like sart,ash,
tobacoo etc.

Brand image,advertising and sales promotion was considered. An

important tool in in purchasing tooth paste research state that
packaging avilabilty and switch from the one product to another
product.

[19]
GROWTH OF SWADESHI-A CASE
STUDY ON PATANJALI AYURVED
LIMITED

In this research report the author has

studies the analysis of patanjali
ayurved and its performance and
impact in the Indian FMCG space. He
also examined analysis the FMCG
industry of india in terms of major
payers , segments, growth trends etc.
He also investigated with special
focus on product range, market ,share,
revenue trends, marketing strategies,
distribution network, export analysis
etc.
[20]
[21]
 INTERNATIONAL RESEARCH
JOURNAL OF PHARMACY

In this research report the author has studied

the factor. Of oral hygiene is an important
key to maintain good appearance impression
of an individual and gives confidence he also
examined that the ingredients used in a
herbal tooth paste are good for health
reliable that does not cause any harmful
effect.

[22]
 THE COMPARISON OF THE
EFFECTS OF DIFFERENT
WHITENING TOOTHPASTE ON
THE MICRO HARDNESS OF A
NON HYBRID COMPOSIT

In this research the author has studied the factors the aim
of this study was to compare the micro hardness of a non
hybrid composite resin brushing with to herbal and non
herbal whitening tooth paste.
While conducting the research the author used vickerss
hardness tests for micro hardness method by doing
eighty shaped specimens of a non a hybrid composite into
4 groups of specimens each group ABCD and D. Group A
was control, group was brushed with colgate total
advance whitening colgate Palmolive (India) limited;
group C with salt and lemon Dabur international limited,
Dubai UAE, and group D with oral shine Himalaya. The
specimens were polished using medium ,fine and
superfine and subsequently placed at 37c in distilled
water. They brush for 2 minute twice daily with a soft
mosturised tooth brush for 30 days.

[23]
The sample were raised under running water to remove
the toothpaste and stored water at 37c until red out was
taken on the vickerss hardness tests for micro hardness.

[24]
A STUDY ON CUSTOMER
SATISFACTION TOWARDS
TOOTH PASTE WITH SPECIAL
REFERENCE TO COLGATE
In this research report the author has studied the
customer satisfactions towards toothpaste with special
reference to colgate. The main objective of to identify the
various factors. Influencing customer in purchase of the
toothpaste ,to know the customer satisfaction level about
the toothpaste.
While conducting the research the author used
descriptive research design by doing collection of data
from 50 sample respondents by doing survey data is
collected erode city in Tamilnadu through structured
questionnaire with five point rating scale questions.
The findings of this research state that there is gaining
high level of customers are most likely to be loyal and to
make repeated orders and to use a wide range of service
offered by business.
Brand image sampling percentage and chi-square test an
important tool.
The study was carried out through levels of the customers
and the size was 50.

[25]
 CHAPTER 05

RESEARCH METHODOLOGY

[26]
TYPES OF RESEARCH

My research is based on Descriptive research.

Descriptive Research:-

Descriptive research includes surveys and fact finding enquires of different kinds.
The major purpose of descriptive research is description of the state of affairs as it
exists at present. Researcher has no control over the variables of this type of
research.

SAMPLE AREA: Bareilly

SAMPLE SIZE: This refers to the number of items to be selected from the universe
to constitute a sample

In our research sample size is 62 to know the consumer preference towards

patanjali dant kanti tooth paste and other brand tooth paste.

STATISTICAL TOOL- I have applied 3 techniques in my project i.e

1-Descriptive statistics

2-Coorelation

3- Bar charts

SOURES OF DATA COLLECTION

While deciding about the method of data collection to be used for the study the
researcher should keep to types of data.

1. Primary

2. Secondary Data.

I used in my research primary data, as well as secondary data. Primary means

collected a fresh, and the first time data will use Questionnaire and secondary
means which are already available like annual report, magazines, internet etc.

[27]
 CHAPTER 06
DATA INTERPRETATION

[28]
 AGE

Frequency Percent Valid Percent Cumulative Percent

Valid 20-30 36 58.1 58.1 58.1

31-40 17 27.4 27.4 85.5

41-50 2 3.2 3.2 88.7

51 and above 7 11.3 11.3 100.0

Total 62 100.0 100.0

Interpretation

From the above information it can be concluded that out of 62 respondents 36 were
in the age between 20-30 years, 17 were in the age of 31-40 years, 2 were in the
age of 41-50 years and 7 were in the age above 51 years.

[29]
 GENDER

Frequency Percent Valid Percent Cumulative Percent

Valid Male 34 54.8 54.8 54.8

Female 28 45.2 45.2 100.0

Total 62 100.0 100.0

Interpretation

From above information it can be concluded that out of 62 respondents 34 are

males whereas 28 were females.

[30]
 Occupation

Frequency Percent Valid Percent Cumulative Percent

Valid Serviceman 18 29.0 29.0 29.0

Businessman 9 14.5 14.5 43.5

Student 25 40.3 40.3 83.9

Salaried 10 16.1 16.1 100.0

Total 62 100.0 100.0

Interpretation

From the above information it can be concluded that out of 62 respondent 18 were
servicemen, 9 were businessmen, 25 were student, and 10 were salaried employee.

[31]
 Education

Frequency Percent Valid Percent Cumulative Percent

Valid graduate 34 54.8 54.8 54.8

post graduation 23 37.1 37.1 91.9

Ph.d and above 3 4.8 4.8 96.8

OTHERS 2 3.2 3.2 100.0

Total 62 100.0 100.0

Interpretation
From the above information it can be concluded that out of 62 respondent 34 were graduate, 23
were post graduate,3 were Ph.D and above, and 2 were others.

[32]
 Income

Frequency Percent Valid Percent Cumulative Percent

Valid less than 15000 10 16.1 16.1 16.1

b/w 15001-30000 13 21.0 21.0 37.1

b/w 30001-50000 20 32.3 32.3 69.4

b/w 5000-10000 19 30.6 30.6 100.0

Total 62 100.0 100.0

Interpretation
From above information it can be concluded that out of 62 respondent 10 were less than 15000,
13 were b/w 15001-30000; 20 were b/w 30001-50000 and 19 were b/w 5000-10000.

[33]
 Which brand of tooth paste do you mostly used

Frequency Percent Valid Percent Cumulative Percent

Valid pepsodent 11 17.7 17.7 17.7

patanjali dant kanti 32 51.6 51.6 69.4

Colgate 12 19.4 19.4 88.7

Himalaya 3 4.8 4.8 93.5

any other 4 6.5 6.5 100.0

Total 62 100.0 100.0

Intepretation

From the above the above information it can be concluded that out of 62 respondent 11 were
pepsodent user, 32 were patanjali dant kanti user,12 were colgate user,3 were himalaya user and 4
were user of any other.

[34]
 How often do you purchase toothpaste

Frequency Percent Valid Percent Cumulative Percent

Valid Monthely 27 43.5 43.5 43.5

Weekly 1 1.6 1.6 45.2

twice a month 34 54.8 54.8 100.0

Total 62 100.0 100.0

Interpretation
From above information it can be concluded out of 62 respondent 27 were purchase monthly, 1
purchase weekly, and 34 purchase twice a month.

[35]
 Where do you usually buy toothpaste from

Frequency Percent Valid Percent Cumulative Percent

Valid Mall 8 12.9 12.9 12.9

mega stores 23 37.1 37.1 50.0

local shops 28 45.2 45.2 95.2

Online 1 1.6 1.6 96.8

5 1 1.6 1.6 98.4

22 1 1.6 1.6 100.0

Total 62 100.0 100.0

Interpretation
From the information it can be concluded that out of 62 respondent 8 were from mall, 23 were
from mega stores, 28 were from local shops and 1were from online.

[36]
Please indicate your level of satisfaction with current choice of brand for each of
the following

Frequency Percent Valid Percent Cumulative Percent

Valid cavity prevention 23 37.1 37.1 37.1

breath freshing 13 21.0 21.0 58.1

Taste 8 12.9 12.9 71.0

teeth whitening 10 16.1 16.1 87.1

Sensitivity 8 12.9 12.9 100.0

Total 62 100.0 100.0

Interpretation
From the information it can be concluded that out of 62 respondent , 23 use for cavity prevention,
13 for mouth freshing , 8 for taste, 10 for teeth whitening and 8 for sensitivity.

[37]
 How many times have you purchased patanjali dant kanti in last six months

Frequency Percent Valid Percent Cumulative Percent

Valid 1-2 16 25.8 28.1 28.1

3-4 24 38.7 42.1 70.2

5-6 12 19.4 21.1 91.2

7-8 5 8.1 8.8 100.0

Total 57 91.9 100.0

Missing 99 5 8.1
Total 62 100.0

Interpretation

From the information it can be concluded that out of 62 respondent 16 were 1-2 times, 24 were 3-
4 times, 12 were 5-6 and 5 were 7-8 times.

[38]
 How satisfied were you in terms of product effectiveness the last time you use
patanjali dant kanti toothpaste

Frequency Percent Valid Percent Cumulative Percent

Valid very satisfied 17 27.4 32.1 32.1

satisfied 23 37.1 43.4 75.5

not sure 11 17.7 20.8 96.2

dissatisfied 1 1.6 1.9 98.1

13 1 1.6 1.9 100.0

Total 53 85.5 100.0

Missing very dissatisfied 3 4.8
99 6 9.7
Total 9 14.5
Total 62 100.0

Interpretation

From the information it can be concluded that out of 62 respondent 17 were very satisfied, 23
were satisfier. 11 were not sure and 1 were dissatisfied

[39]
 what motivates you to purchase toothpaste

Frequency Percent Valid Percent Cumulative Percent

Valid price reduces 11 17.7 19.0 19.0

some one suggest you 18 29.0 31.0 50.0

advertisement on TV 15 24.2 25.9 75.9

dentist recommends 14 22.6 24.1 100.0

Total 58 93.5 100.0

Missing Quantity 4 6.5
Total 62 100.0

Interpretation

From the information it can be concluded that out of 62 respondent ,11 were price reduce, 18
were some one suggest, 15 were advertisement on tv and 14 were dentist recommends.

[40]
 What kind of offers would most likely make you purchase another brand
toothpaste.

Frequency Percent Valid Percent Cumulative Percent

Valid price reduces 9 14.5 14.5 14.5

some one suggest you 10 16.1 16.1 30.6

advertisement on TV 15 24.2 24.2 54.8

dentist recommend 21 33.9 33.9 88.7

Quality 7 11.3 11.3 100.0

Total 62 100.0 100.0

Interpretation

From the information it can be concluded that out of 62 respondent 9 were price reduces, 10 were
some one suggest you, 15 were advertisement on tv, 21 were dentist recommend and 7 were
quality offers.

[41]
 What attracts you to the product you have chosen

Frequency Percent Valid Percent Cumulative Percent

Valid packaging 7 11.3 11.3 11.3

Flavour 11 17.7 17.7 29.0

Quality 36 58.1 58.1 87.1

Price 8 12.9 12.9 100.0

Total 62 100.0 100.0

Interpretation

From the information it can be concluded that out of 62 respondent 7 were packaging, 11 were
flavour, 36 were quality and 8 were price

[42]
 Does all your family members use the same toothpaste? if no/yes then give the
name

Frequency Percent Valid Percent Cumulative Percent

Valid yes 52 83.9 83.9 83.9

No 9 14.5 14.5 98.4

3 1 1.6 1.6 100.0

Total 62 100.0 100.0

Interpretation

From the information it can be concluded that out of 62 respondent 52 were yes and 9 were no.

[43]
 What is your favourite brand of tooth paste

Cumulative
Frequency Percent Valid Percent Percent

Valid patanjali dant kanti 38 61.3 61.3 61.3

Pepsodent 10 16.1 16.1 77.4

Himalaya 2 3.2 3.2 80.6

Others 11 17.7 17.7 98.4

5 1 1.6 1.6 100.0

Total 62 100.0 100.0

Interpretation
From the information it can be concluded that out of 62 respondent 38 were patanjali dant kanti,
10 were Pepsodent,2 were himalaya and 11 were others.

[44]
 Which of the following best describe your buying/usage

Frequency Percent Valid Percent Cumulative Percent

Valid same paste for full family 26 41.9 41.9 41.9

always buy the same brand 12 19.4 19.4 61.3

keep switching between

17 27.4 27.4 88.7
brands

buy paste according to the

7 11.3 11.3 100.0
needs of the family members

Total 62 100.0 100.0

Interpretation

From the information it can be concluded that out of 62 respondent 26 were same paste for full
family,12 were always buy the same brand,17 were keep switching between brands and 7 were
buy paste according to the needs of the family members

[45]
 Have you ever purchase patanjali dant kanti tooth paste

Frequency Percent Valid Percent Cumulative Percent

Valid yes 52 83.9 83.9 83.9

no 10 16.1 16.1 100.0

Total 62 100.0 100.0

Interpretation

From the information it can be concluded that out of 62 respondent 52 were yes and 10 were no.

[46]
 Do you prefer to use herbal tooth paste

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 54 87.1 87.1 87.1

No 8 12.9 12.9 100.0

Total 62 100.0 100.0

Interpretation

From the information it can be concluded that out of 62 respondent 54 were yes and 8 were no.

[47]
 Do you want to use patanjali dant kanti toothpaste

Frequency Percent Valid Percent Cumulative Percent

Vyes 45 72.6 72.6 72.6

aNo
17 27.4 27.4 100.0
l
i Total
d

62 100.0 100.0

Interpretation

From the information it can be concluded that out of 62 respondent 45 were yes and 17 were no.

[48]
 CHAPTER 07

CORRELATIONS AND
INTERPRETATION

[49]
 Correlations

how many times have you purchased Patanjali

age Dant Kanti in last six months

age Pearson Correlation 1 -.069

Sig. (2-tailed) .614

N 61 56
how many times have you Pearson Correlation -.069 1
purchased Patanjali Dant Sig. (2-tailed) .614
Kanti in last six months N

56 56

Interpretation

Since the value of correlation between age and frequency of purchase

is(-.069). hence it is a negative correlation this we can say value of one
variable decreases as other increases.

[50]
 Correlations

how many times

have you
purchased
Patanjali Dant
Kanti in last six
months Gender

how many times have you Pearson Correlation 1 .105

purchased Patanjali Dant Sig. (2-tailed) .440
Kanti in last six months N 56 56
Gender Pearson Correlation .105 1

Sig. (2-tailed) .440

N
56 61

Interpretation

Since the value of correlation between gender and frequency of purchase is

(.105). Hence it is a positive correlation thus we can say value of one variable
increases as other decreases.

[51]
 Correlations

how many times

have you
purchased
Patanjali Dant
Kanti in last six
months Occupation

how many times have you Pearson Correlation 1 -.036

purchased Patanjali Dant Sig. (2-tailed) .794
Kanti in last six months N 56 56
Occupation Pearson Correlation -.036 1

Sig. (2-tailed) .794

N
56 61

Interpretation

Since the value of correlation between occupation and frequency of

purchase is (-.036). hence it is a negative correlation thus we can say value
of one variable decreases as other increases.

[52]
 Correlations

how many times

have you
purchased
Patanjali Dant
Kanti in last six
months Income

how many times have you Pearson Correlation 1 -.180

purchased Patanjali Dant Sig. (2-tailed) .184
Kanti in last six months N 56 56
Income Pearson Correlation -.180 1

Sig. (2-tailed) .184

N 56 61

Interpretation

Since the value of correlation between income and frequency of purchase is(-.180). hence it is a
negative correlation thus we can say va lue of one variable decreases as other increases.

[53]
 Correlations

how satisfied
were you in
terms of product
effectiveness
the last time you
use Patanjali
Dant Kanti
toothpaste age

how satisfied were you in Pearson Correlation 1 -.057

terms of product Sig. (2-tailed) .690
effectiveness the last time N
you use patanjali dant kanti 52 52
toothpaste
age Pearson Correlation -.057 1

Sig. (2-tailed) .690

N 52 61

Interpretation

Since the value of correlation between age and frequency of effectiveness is (-.057). hence it is
a negative correlation thus we can say value of one variable decreases as other increases.

[54]
 Correlations

how satisfied
were you in
terms of product
effectiveness
the last time you
use Patanjali
Dant Kanti
toothpaste Gender

how satisfied were you in Pearson Correlation 1 -.073

terms of product Sig. (2-tailed) .608
effectiveness the last time N
you use patanjali dant kanti 52 52
toothpaste
Gender Pearson Correlation -.073 1

Sig. (2-tailed) .608

N 52 61

Interpretation

Since the value of correlation between gender and frequency of effectiveness is (-.073). hence it
is a negative correlation thus we can say value of one variable decreases as other increases.

[55]
 Correlations

how satisfied
were you in
terms of product
effectiveness
the last time you
use Patanjali
Dant Kanti
toothpaste occupation

how satisfied were you in Pearson Correlation 1 .111

terms of product Sig. (2-tailed) .434
effectiveness the last time N
you use patanjali dant kanti 52 52
toothpaste
Occupation Pearson Correlation .111 1

Sig. (2-tailed) .434

N 52 61

Interpretation

Since the value of correlation between occupation and frequency of effectiveness is (.111).
hence it is a positive correlation thus we can say value of variable increases as other decreases.

[56]
 Correlations

how satisfied
were you in
terms of product
effectiveness
the last time you
use Patanjali
Dant Kanti
toothpaste Income

how satisfied were you in Pearson Correlation 1 -.180

terms of product Sig. (2-tailed) .201
effectiveness the last time N
you use Patanjali Dant Kanti 52 52
toothpaste
Income Pearson Correlation -.180 1

Sig. (2-tailed) .201

N
52 61

Interpretation

Since the value of correlation between income and frequency of effectiveness

is (-.180). hence we can say value of one variable decreases as other
increases.

[57]
CHAPTER 08
CONCLUSION

CONCLUSION
[58]
1. Age have negative correlation with frequency of
purchase.
2. Gender have positive correlation with frequency
purchase
3. Occupation have negative correlation with frequency
purchase.
4. Income have negative correlation with frequency of
purchase.
5. Age have negative correlation with frequency of
effectiveness.
6. Gender have negative correlation with frequency of
effectiveness.
7. Occupation have positive correlation with frequency
of effectiveness.
8. Income have negative correlation with frequency of
effectiveness

[59]
 CHAPTER 09
SUGGESTION &
RECOMMENDATION

[60]
 SUGGESTION
&
RECOMMENDAT
ION
1. Patanjali should focus on all age group people.
2. Patanjali should give schemes on bulk purchase like
in big bazaar.
3. Patanjali should take customers feedback time by
time.

[61]
CHAPTER 10
REFERENCE

REFERENCE
[62]
1.Dr. Vinit dani (2013) pacific business review
international volume 5 issue 11 page 48-56.
2.Dr T.N.R. Kavita and A. Vanitha(2012) IOSR
journal of business and management page 8-
12.
3.Mr. Pranshoe pandey and rahul shah(2016)
international journal of engineering technology
volume4 issue7 page 7-14.
4.Mrs. X Fatima gav darsika (2015) international
research journal of pharmacy page1-4.
5.Mr. Mohan Thomas naiman (2014) journal of
conservative dentistry volume 17 issue6 page
1-6.
6.www. Patanjali ayurveda.com

[63]
CHAPTER 11
ANNEXURE

[64]
 QUESTIONNAIRE
A comparative study on consumer preference
towards patanjali dant kanti tooth paste and other
brand tooth paste

PERSONAL DETAILS
Respondent ID (for office use only). Please give the following information.

1) Age (In years)

2) Gender
a) Male b) Female
3) Occupation
a) Serviceman b) Businessman c )Student d) salaried
4) Highest Education
5) Monthly Family Income (In Rs)

a)Less than 15,000 b) B/W 15,001-30,000 c) B/W 30001-50000

d)B/W 5000-10000

Questions
1. Which brand of tooth paste do you mostly use?
a) Pepsodent b) Patanjali Dant Kanti c)Colgate e) Himalaya
f) Any others
2. How often do you purchase toothpaste?
a) Monthly b) Weekly c) Twice a month d) Yearly
3. Where do you usually buy toothpaste from?
a) Mall b) Mega stores c) Local shops d) Online
4. Please indicate your level of satisfaction with current choice of brand
for each of the following?
a) Cavity prevention b) Breath freshing c) Taste d) Teeth whitening e)
Sensitivity
5. How many times have you purchased patanjali dant kanti in last six
months?
a) 1-2 b) 3-4 c) 5-6 d) 7-8
6. How satisfied were you in terms of product effectiveness the last time
you use patanjali dant kanti toothpaste?

[65]
 a) Very satisfied b) Satisfied c) Not sure d) Dissatisfied e)
Very dissatisfied

7. What motivates you to purchase toothpaste?

a) Price reduces b) Someone suggest you c) Advertisement
on tv

d) Dentist recommends. E. Quantity

8. What kind of offers would most likely make you purchase another brand
toothpaste?
a) Price reduces b) Some one suggest you c) Advertisement
on TV d) Dentist recommend e) Quantity
9. What attracts you to the product you have chosen?
a) Packaging b) Flavour c) Quality d) Price
10. Does all your family members use the same toothpaste? If no/yes
then give the name.
Ans.

11. What is your favourite brand of tooth paste?

a) Patanjali Dant Kanti b) Pepsodent c) Himalaya d)
Others
12. Which of the following best describe your buying/usage pattern?
a) Same paste for full family
b) Always buy the same brand
c) Keep switching between brands
d) Buy paste according to the needs of the family members

13. Have you ever purchase patanjali dant kanti toothpaste?

a) Yes b) No

14. Do you prefer to use herbal toothpaste?

a) Yes b) No
15. Do you want to use patanjali dant kanti toothpaste?

a)Yes b) No

[66]