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CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

Project Report

TITLE

CUSTOMER SATISFACTION TOWARDS


“COLGATE TOOTHPASTE”
IN SVU,TIRUPATI

UNDER THE GUIDANCE OF


PROF. S. DURGA RAO
DEPARTMENT OF MANAGEMENT STUDIES
SRI VENKATESWARA UNIVERSITY, TIRUPATI

SUBMITTED BY
V.V.RAGHAVA JAYENDRA
Roll No. 60
DEPARTMENT OF MANAGEMENT STUDIES
SRI VENKATESWARA UNIVERSITY, TIRUPATI.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

Project Report

ON

CUSTOMER SATISFACTION TOWARDS


“COLGATE TOOTHPASTE”
IN SVU,TIRUPATI

(for Business Research Methods)


Under the guidance of Professor S.Durga Rao
Department of Management Studies
Sri Venkateswara University

By
V.V.RAGHAVA JAYENDRA
Roll No. 60
Dept. of Management Studies
Sri Venkateswara University
Tirupati.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

DECLARATION

I, V.V.RAGHAVA JAYENDRA a student of MBA


hereby declare that the project report “Customer
Satisfaction Survey on COLGATE toothpaste in Tirupati”
is an original independent record of Project Work
submitted by me to Dr. Durga Rao Sir.

Place: Tirupati V.V.Raghava Jayendra


Date: 28/04/2018 MBA-I year (Section-A)
Regd.No-1981863060
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

ACKNOWLEDGEMENT

I would like to acknowledge my gratitude and thanks to our


Business Research Methods Professor S.Durga Rao for his
assistance and suggestions while working on this project. This
project work helped me to develop a good insight on the topics
covered by our Professor. I am also thankful to the students of
SV UNIVERSITY, Tirupati.
(This research is purely for academic purpose and it is not
meant for any other purpose.)
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

TABLE OF CONTENTS

CHAPTERS Pg. No.


1 INTRODUCTION 08

2 LITERATURE REVIEW 12

3 RESEARCH METHODOLOGY 15

4 DATA ANALYSIS & 18


INTERPRETATION

5 FINDINGS, SUGGESTIONS & 46


CONCLUSION
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

ABSTRACT

A study on customer satisfaction towards COLGATE


TOOTHPASTE. The mainobjective is to identify the various
factors influencing customers in purchase of the toothpaste & to
know the customersatisfaction level about the toothpaste. The
research design used in this study is descriptive research design.
Data wascollected from 102 sample respondents. Data was
collected by survey method; the survey was conducted in SVU
Tirupati, through structured questionnaire. Secondary data was
collectedfrom the available literature sources. Convenience
sampling methodwas used to collect the respondents opinion,
survey was taken among the selected sample respondents.
Aftercollecting the data from the respondents, it was analyzed
using percentage analysis and chi squaremethod.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

OBJECTIVES

1. TO MEASURE THE CUSTOMER SATISFACTION LEVEL


OF COLGATE TOOTHPASTE.

2. TO REDESIGN MARKETING STRATEGIES, IF NEEDED.

3. TO IDENTIFY THE VARIOUS FACTOR INFLUENCING


CUSTOMER IN PURCHASE OF THE TOOTHPASTE
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

CHAPTER-I
INTRODUCTION
Colgate is an umbrella brand principally used to sell oral hygiene products such as
toothpastes, toothbrushes, mouthwashes and dental floss. Manufactured by the
American consumer-goods conglomerate Colgate-Palmolive, Colgate oral hygiene
products were first sold by the company in 1873, sixteen years after the death of the
founder, William Colgate. The company originally sold soap.

According to a 2015 report by market research company Kantar Worldpanel,


Colgate is the only brand in the world purchased by more than half of all
households. Colgate has a global market penetration of 67.7% and a global market
share of 45%. Despite this, it maintained the highest growth rate of all brands in the
survey, with 40 million new households purchasing Colgate-branded products in
2014. Its global market penetration is nearly 50%; higher than the second-placed
brand in the study, Coca-Cola with 43.3% penetration.

PRODUCT TYPE: ORAL HYGIENE

OWNER: COLGATE-PALMOLIVE

COUNTRY: UNITED STATES

INTRODUCED: 1873, 145 years ago

MARKETS: WORLDWIDE

WEBSITE: www.colgate.com
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

HISTORY
Colgate was the first toothpaste in a collapsible tube introduced in 1896 in
New York City. It had been sold in glass jars since 1873. It has been in
Singapore since the 1920s. It is in Nepal and India, with manufacturing units
based in India and exported to Nepal. While in the Philippines, it was
introduced in 1940s.
In 1992, Colgate established its first factory in India to
produce toothpaste for the domestic market, and by 1999 became the highest
selling brand in the world. As of 2002, Colgate occupied 20% of the market
share for toothpastes in China, As of 2015, it also commanded approximately
70% of the oral market in Brazil.
In 2007, the Advertising Standards Authority in the UK
told Colgate that it could no longer make the claim that 4 out of 5 dentists
recommended Colgate. Investigation had showed that the study had telephone
surveyed dentists to list toothpastes they recommended, and their competitors
were recommended at similar rates. The claim was deemed deceptive.
As of 2015, oral care products were the Colgate-Palmolive
company’s largest source of income, making up around US$7.5 billion, or
47% of net sales globally.

“COLGATE 1915
MAGAZINE AD”
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

COMPANY PROFILE
COLGATE-PALMOLIVE COMPANY
The Colgate-Palmolive Company is an American worldwide marketed
company. Company focused on the production, distribution and provision
of household, health care and personal care products. Under its “Hill’s Pet
Nutrition” brand, it is also a manufacturer of veterinary products. The
company’s corporate offices are in Park Avenue in Midtown Manhattan,
New York City.
Type Public
NYSE:CL
Traded as S&P 100 component
S&P 500 component
Industry Consumer goods
Founded 1806; 212 years ago
Founder William Colgate
300 Park Avenue New York,
Head quarters
United States
Area served Worldwide
Chairman and CEO Ian M. Cook
Cleaning agents
Products Personal Care products
Pet food
Revenue US$15.454 billion(2017)
Operating income US$3.589 billion(2017)
Net income US$2.024billion(2017)
Total assets US$12.676 billion(2017)
Total equity US$60 million(2017)
Employees ~35,900(2017)
Website colgatepalmolive.com
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

INDUSTRY PROFILE
 In 1937, when hand carts were used to distribute Colgate Dental Cream,
Colgate-Palmolive(India) Today has one of the widest distribution
networks in India.
 Colgate available in almost 4.3 million retail outlets across the country.
 The company dominates the Rs.3100 crore Indian toothpaste market by
commanding more than 50% of the market share.
 In 2004, as an additional effort to create awareness for good oral hygiene
‘Oral Health Mouth’ (OHM), was introduced.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

CHAPTER-II
REVIEW OF LITERATURE
Articles on Colgate tooth paste
Park and Lessing, (1981) Product class knowledge is a
measure of consumer perceptions of how much they know about a specific
class of products (eg. cars). This type of measure is consistent with what
Brucks(1985) called subjective knowledge, that is, consumers self-perceptions
of knowledge levels. This is often contrasted with objective knowledge, which
is what consumers actually know. He proposed that subjective knowledge
provides a better understanding of consumers decision making processes
because consumers level of confidence in their search and decision making
behaviour, independent of their objective knowledge.
Theis & Tomkin, (2012) Sustainability fosters the immediate
call to action for a shared responsibility for humans to create a suitable
environment in which humans and nature can co-exist without negatively
impacting one another or creating unsuitable conditions for future species or
generations of humans. Thus, our research question seeks to evaluate
Colgate’s current sustainability projects through this lens.
It was “development that meets the needs of the present without
compromising the ability of future generations to meet their own needs,” with
emphasis placed on the three proposed pillars of sustainability: social equity,
economic productivity and environmental quality. The Report additionally
identifies an aim of sustainability as an improvement of the quality of life for
people worldwide “through the equitable supply of human and ecological
goods and services…through access to education, systems of justice, and
healthcare.. and through safeguarding the interests of generations to come”.

Kates etal, (2005) Sustainability, it is still subject to


varying interpretations. He addresses the malleability of sustainability,
discussing ambiguity in time scales of its goals and the politics behind
decisions made by stakeholders when considering policies made to attain
sustainability goals. As stakeholders have varied aspirations and values,
they may adapt the term to suit their own definitions, while efforts appear
to be more focused in the present or short-term. There is also opposition
to sustainable development as a social movement by those who feel that
they should be able to live their lives as they please, without threat to their
freedoms and property rights.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

Bostrom, (2012) The ambiguity acts as a spark for debates in


the arena of sustainability, which allows for active participation. One
weakness of the concept of sustainability discussed in the literature is the
difficulty of assessing the social pillar of sustainability—both
theoretically and practically. There are many challenges to social
sustainability in attempting to quantify social “success” of sustainability
projects. Although there are challenges to social sustainability, the term
encompasses all interactions between nature and society, inherently
underlying the economic component of sustainability as well, and so
social sustainability projects hold potential in the realm of sustainability.

Worster, (1993) Additional flaws in the concept of


sustainability derive from a tendency of discussion of sustainability to fall
back on resources and economics, where ethics and aesthetics should
perhaps play a larger role. Worster (1993) Questions “whose expertise,
language, and values are to define sustainability”, especially when larger
corporations and institutions with clout may view the environment as a
means for mankind’s exploitation and depends upon our perceived
knowledge of the carrying capacity of ecosystems, which might not be
correct.

Adams, (2003) Sustainability includes issues of scale (both


temporally and spatially), stakeholders, the way in which policies are
structured (bottom-up or top-down), breadth of policy, who the
responsibilities lie on and hierarchy within sustainable projects. Mankind
is not homogenous, and implementation of sustainability depends on the
culture of the people. Discussions of development and management of the
environment must be seen as political processes, where “questions of
control, power and self-determination” are addressed.

Sharp, (2009) In order to advance, sustainability “requires


the participation of diverse stakeholders and perspectives, with the ideal
of reconciling different and sometimes opposing values and goals toward
a new synthesis and subsequent coordination of mutual action to achieve
multiple values simultaneously and even synergistically”. In the context
of higher education, leaders in sustainability must turn to a life-cycle
costing approach, whereby long-term costs and benefits are taken into
account.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

Shriberg, (2002) Evaluating the efficacy of Colgate’s


sustainability program is key in assessing how successful it has been in
meeting its stated goals, especially in striving to be a leader in the
sustainability movement taking place in higher education. As Shriberg
discusses, it is important to create a balance sheet that takes into account
the three pillars of sustainability: the natural, the social and the economic.
An effective assessment tool will account for the lack of a prescribed set
of specific initiatives for universities to enact through “the identification
of best practices and focusing campus efforts on continual improvement”.

Rodriguez, (2002) In investigating how other institutions


of higher learning evaluate sustainability, we looked at the assessment
completed for University of Michigan. Their framework for assessment
was strictly based around what they refer to as “the triple bottom line”,
“the use of leading and lagging indicators for reporting, and the
application of systems thinking for analysis”
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

CHAPTER-III
RESEARCH METHODOLOGY

Descriptive Research Design


Research objective calls for more detailed data on a
specific topic; you’ll be conducting quantitative descriptive research.
The goal of this form of market research is to measure specific topics of
interest, usually in a quantitative way. Descriptive research depends on
the survey method, on the sample size that we undertake in our studies.
Surveys are the most common research instrument for descriptive
research. As we are studying the consumer behavior of COLGATE
TOOTHPASTE, we have chosen the descriptive type of research for
our convenient study.

Survey method
 Survey method is suitable to collect primary data about consumer
satisfaction.
 We collect information from consumers
 Survey method useful to find out the satisfaction of the consumers
towards the product.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

DATA COLLECTION
 Secondary data collection
For the secondary data we will have to depend
upon the sources like newspapers, journals, research studies and
other sources will be used.

 Primary Data collection


Under the primary method we shall take up the survey
method, wherein we will select a sample population according to which
we will further proceed with the questionnaire method. In the project as
we are using the descriptive method, we will have to rely on the
questionnaires that will be filled by the customers of dairy milk Silk
chocolate, and also on the observations will the primary source derived.

CONVENIENCE SAMPLING METHOD is used


Sampling method for convenience and also COLGATE
toothpaste is known by all the customers and also consumes by
maximum number of people. Hence, convenience method of sampling
is used.

SAMPLING FRAME, we are using in our research isthe students


of SV UNIVERSITY, Tirupatibecauseof theavailabilityof the students
of our target population on which the surveyhas beenconducted as the
selected age group isbetween 18-26.

SAMPLE SIZE- 102


CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

RESEARCH METHODOLOGY
 RESEARCH DESIGN: Descriptive Research Design.
 DATA SOURCE

 Secondary data source : INTERNET (Slideshare.net)

 Primary data source : COLGATE customers


 RESEARCH APPROACH: Through survey

 RESEARCH INSTRUMENT: Questionnaire

 SAMPLING PLAN

 Sample frame : SV UNIVERSITY, TIRUPATI

 Sample unit : COLGATE customers

 Sample size : 102

 Sampling method : Convenience sampling

 CONTACT METHOD: Personal interview

 STATISTICAL TOOL: Chi-Square Analysis


CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

CHAPTER-IV

DATA ANALYSIS & INTERPRETATION


CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.1 AGE DISTRIBUTION


AGE NO.OF RESPONDENTS %
20 10 9.80
21 46 45.10
22 27 26.47
23 06 5.88
24 07 6.86
25 03 2.94
26 03 2.94
TOTAL 102 100

50

40 45.1

30 26.47

20
6.86 2.94
5.88
10 2.94
9.8
0
20 21 22 23 24 25 26

INTERPRETATION
From the above chart it is clear that, 45.10% respondents are
of 21 years, 26.47% are of age 22, 9.8% are of age 20, 6.86% are
of age 24, 5.88% are of age 23, 2.94% are of age 25 and 2.94% are
of age 26 years.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.2 GENDER DISTRIBUTION

GENDER NO.OF RESPONDENTS %

MALE 64 62.75

FEMALE 38 37.25

TOTAL 102 100

37%

MALE
63%
FEMALE

INTERPRETATION
From the above chart it is clear that 62.75%
respondents are MALE, 37.25% are FEMALE respondents.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.3 OCCUPATION OF RESPONDENTS

OCCUPATION NO.OF RESPONDENTS %

STUDENT 96 94.12

EMPLOYEE 06 5.88

TOTAL 102 100

94.12

5.88

STUDENT EMPLOYEE

INTERPRETATION
Most (94.12%) of the respondents are STUDENTS and
5.88% respondents are EMPLOYEES.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.4 USING TENURE OF COLGATE

TIME PERIOD NO.OF RESPONDENTS %

<3 MONTHS 16 15.67

<6 MONTHS 17 16.67

<1 YEAR 30 29.42

>1 YEAR 39 38.24

TOTAL 102 100

>1 YEAR 38.24

<1 YEAR 29.42

<6 MONTHS 16.67

<3MONTHS 15.67

INTERPRETATION
Majority (38.24%) of the respondents are using from
more than 1 year, 29.42% are using from <1 year, 16.67% are
using from <6 months, 15.67% are using <3 months.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.5 AWARENESS ABOUT COLGATE

MEDIA NO. OF RESPONDENTS %

TELEVISION 61 59.80

INTERNET 20 19.6

NEWSPAPER 14 13.72

FRIENDS/FAMILY 07 6.86

TOTAL 102 100

59.8

19.6
13.72
6.86

TELEVISION INTERNET NEWSPAPER FRIENDS/FAMILY

INTERPRETATION
Majority (59.80%) of the respondents are aware through
TELEVISION, 19.6% are aware through INTERNET, 13.72%
through NEWSPAPERS and 6.86% are aware through FRIENDS.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.6 REASON TO CHOOSE COLGATE

REASON NO.OF RESPONDENTS %

BRAND NAME 25 24.5

FAIR PRICE 11 10.78


QUALITY 43 42.16
EASILY AVAILABLE 33 22.56
TOTAL 102 100

23% 25% BRAND NAME

FAIR PRICE

QUALITY
11%
EASILY AVAILABLE

42%

INTERPRETATION
Most (42.16%) of the respondents preferred COLGATE because of
its QUALITY, 25% preferred because of BRAND NAME, 23% preferred
because of AVAILABILITY and 11% preferring because of FAIR
PRICE.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.7 BRUSHING TEETH


No. OF TIMES NO. OF RESPONDENTS %

ONCE 75 73.53

TWICE 25 24.5

MORE THAN TWICE 02 1.97

TOTAL 102 100

80
70
60
50
40
30
20
10
0
ONCE TWICE MORE THAN
TWICE
% 73.53 24.5 1.97

INTERPRETATION
From the above chart it is clear that, 73.53%
respondents are BRUSHING their TEETH ONCE in a day, 24.5%
BRUSH their teeth TWICE in a day and 1.97% respondents BRUSH
more than TWICE in a day.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.8 ATTRACTED TO PROMOTIONAL OFFERS

YES/NO NO. OF RESPONDENTS %

YES 81 79.41

NO 21 20.59

TOTAL 102 100

21%

YES
NO

79%

INTERPRETATION
Majority(79.41%) of the respondents are
ATTRACTED to PROMOTIONAL OFFERS and 21% are not
attracted to promotional offers.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.9 MOST ATTRACTED PROMOTIONAL


ACTIVITY

ACTIVITY NO. OF RESPONDENTS %

ADVERTISEMENTS 33 32.35

OFFER WITH FREE


36 35.29
BRUSH

BUY 1 GET 1 12 11.76

OTHERS 21 20.58
TOTAL 102 100

40
35
30
25
20 35.29
32.35
15
20.58
10
11.76
5
0
ADVERTISEMENTS OFFER WITH FREE BUY 1 GET 1 OTHERS
BRUSH

INTERPRETATION
Most(35.29%) of the respondents are ATTRACTED to the OFFER
WITH FREE BRUSH, 32.35% are attracted to OFFER WITH FREE BRUSH,
20.58% are attracted to OTHER OFFERS and 11.76% are attracted to BUY 1
GET 1 OFFER.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.10 SATISFACTION TOWARDS PRICE


LEVEL NO. OF RESPONDENTS %

HIGHLY SATISFIED 14 13.72


SATISFIED 63 61.76
INDIFFERENT 10 9.8
DISSATISFIED 08 7.8
HIGHLY
DISSATISFIED 07 6.9

TOTAL 102 100

HIGHLY DISSATISFIED 6.9

DISSATISFIED 7.8

INDIFFERENT 9.8

SATISFIED 61.76

HIGHLY SATISFIED 13.72

0 10 20 30 40 50 60 70

INTERPRETATION
Majority(75.48%) of the respondents are SATISFIED with
the PRICE of the Colgate Toothpaste, 9.8% respondents are
INDIFFERENT towards PRICE and 14.8% are DISSATISFIED
with PRICE.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.11 SATISFACTION TOWARDS PACKING

LEVEL NO. OF RESPONDENTS %

HIGHLY SATISFIED 09 8.8


SATISFIED 59 57.84
INDIFFERENT 13 12.75

DISSATISFIED 11 10.78

HIGHLY
DISSATISFIED 10 9.8

TOTAL 102 100

57.84

8.8 12.75 10.78 9.8


HIGHLY SATISFIED INDIFFERENT DISSATISFIED HIGHLY
SATISFIED DISSATISFIED

INTERPRETATION
Most(66.64%) of the respondents are SATISFIED with the
PACKING of the Colgate, 12.75% are INDIFFERENT with
PACKING and 20.6% are DISSATISFIED with the PACKING.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.12 PREFERRED VARIANTS

VARIANTS NO. OF RESPONDENTS %

ACTIVE SALT 54 52.94

NEEM 20 19.6
COAL 22 21.56
OTHER 06 5.88

TOTAL 102 100

ACTIVE SALT NEEM COAL OTHER


6%

21%

53%

20%

INTERPRETATION
Majority(52.94%) of the respondents are preferring to
purchase COLGATE ACTIVE SALT, 21% are preferring to buy
COAL, 20% are preferring to buy NEEM and 6% are preferring other
variant.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.13 SATISFACTION TOWARDS VARIANTS

LEVEL NO. OF RESPONDENTS %

HIGHLY SATISFIED 09 8.8


SATISFIED 59 57.84
INDIFFERENT 13 12.75

DISSATISFIED 11 10.78
HIGHLY
DISSATISFIED 10 9.8

TOTAL 102 100

HIGHLY HIGHLY
DISSATISFIED SATISFIED
10% 9%
DISSATISFIED
11%
INDIFFERENT
12%

SATISFIED
58%

INTERPRETATION
Majority (62.62%) of the respondents are SATISFIED with
the VARIANTS available in COLGATE, 10.78% are
INDIFFERENT with the available VARIANTS and 21% are
DISSATISFIED with the available variants.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.14 PREFERRED PRICE RANGE


RUPEES NO. OF RESPONDENTS %

<20 21 20.58

20 – 50 63 61.76

50 -100 13 12.74

>100 05 4.9

TOTAL 102 100

>100 4.9

50 TO 100 12.74

20 TO 50 61.76

<20 20.58

0 10 20 30 40 50 60 70

INTERPRETATION
Majority(61.76%) of the respondents are preferring to
purchase toothpaste from Rs.20 to50, 20.58% are preferring to buy
<20, 12.74% are preferring to buy 50 to 100 and 4.9% are
preferring to buy Rs.>100.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.15 NUMBER OF TIMES PURCHASED


IN LAST 4 MONTHS

No. OF TIMES NO. OF RESPONDENTS %

<3 18 17.65

3 TO 5 28 27.45

5 TO 8 48 47.05

>8 08 7.80

TOTAL 102 100

47.05

27.45

17.65

7.8

<3 3 TO 5 5 TO 8 >8
INTERPRETATION
Most(47.05%) of the respondents purchased COLGATE
TOOTHPASTE from5 TO 8 times in last 4 MONTHS, 27.45%
purchased 3 to 5 times, 17.65% purchased <3 times and 7.8%
bought >8 times.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.16 INTENTION OF CONTINUING COLGATE


TOOTHPASTE IN FUTURE

LEVEL NO. OF RESPONDENTS %

DEFINITELY WILL 28 27.45


PROBABLY WILL 54 52.94
CAN’T SAY 06 5.88

PROBABLY NOT 08 7.84

DEFINITELY NOT 06 5.88

TOTAL 102 100

52.94

27.45

5.88 7.84 5.88

DEFINITELY PROBABLY CAN’T SAY PROBABLY DEFINITELY


WILL WILL NOT NOT
INTERPRETATION
From the above chart it is clear that, 27.45% respondents
will definitely continue with the COLGATE toothpaste in FUTURE
& 52.94% respondents may continue in future.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.17 CONVENIENCE OF AVAILABILITY

CONVENIENCE NO. OF RESPONDENTS %

VERY CONVENIENT 99 97.05

INCONVENIENT 03 2.95

TOTAL 102 100

120

100 97.05

80

60

40

20

2.95
0
VERY CONVENIENT INCONVENIENT

INTERPRETATION
Most (97.05%) of the respondents said that, the
AVAILABILITY of the COLGATE product is VERY GOOD, 2.95%
responded that the availability of COLGATE is INCONVENIENT.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.18 OVERALL SATISFACTION

LEVELS NO. OF RESPONDENTS %

HIGHLY SATISFIED 12 11.76

SATISFIED 54 52.94
INDIFFERENT 16 15.70
DISSATISFIED 13 12.74

HIGHLY DISSATISFIED 07 6.86

TOTAL 102 100


60
52.94
50

40

30

20 15.7
11.76 12.74
10 6.86

0
HIGHLY SATISFIED INDIFFERENT DISSATISFIED HIGHLY
SATISFIED DISSATISFIED

INTERPRETATION
Majority(64.7%) of the respondents SATISFIED with the COLGATE,
15.7% are INDIFFERENT and 19.5% are DISSATISFIED with the
COLGATE.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.19 CHANGES RECOMMEND IN COLGATE

CHANGES NO. OF RESPONDENTS %

BETTER QUALITY 23 22.55

AVAILABILITY 05 4.90
OFFERS &
62 60.78
DISCOUNTS
PACKING 12 11.76
TOTAL 102 100

70
60
50
40
60.78
30
20
22.55
10 11.76
4.9
0
BETTER AVAILABILITY OFFERS & PACKING
QUALITY DISCOUNTS

INTERPRETATION
Majority (60.78%) of the respondents are suggesting to
give more OFFERS & DISCOUNTS from COLGATE, 22.55%
suggested BETTER QUALITY, 11.76% suggested PACKING and
4.9% suggested to improve AVAILABILITY.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.20 SHIFTING TO A NEW VARIANT


OF COLGATE

YES/NO NO. OF RESPONDENTS %

YES 68 66.67
NO 34 33.33

TOTAL 102 100

33%

67%

YES NO

INTERPRETATION
Most(66.67%) of the respondents are willing to shift to a new
VARIANT of COLGATE toothpaste. And remaining respondents (33.33%)
are not willing to shift from their present VARIANT.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.21 RATING ON OVERALL SATISFACTION

RATING NO. OF RESPONDENTS %

1 06 5.88
2 08 7.84
3 14 13.73
4 61 59.80
5 13 12.75
TOTAL 102 100

70

60

50 59.8

40

30

20

10
13.73 12.75
5.88 7.84
0
1 2 3 4 5

INTERPRETATION
From the above chart it is clear that, 59.80% respondents had given
RATING 4 STARS,12.75% respondents had given RATING 5 STARS,
13.73% given 3 STARS, 7.84% given 2 STARS and 5.88% given 1 STAR.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.22 RECOMMEND TO OTHERS

RECOMMENDATION NO. OF RESPONDENTS %

YES 97 95.10

NO 05 4.90

TOTAL 102 100

5%

YES
NO

95%

INTERPRETATION
Majority(95.1%) of the respondents are READY to
RECOMMEND Colgate Toothpaste to OTHERS, 5% are not wiling
to RECOMMEND to others.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

4.23 ANY DEFECTS/NEGATIVE NEWS ABOUT


COLGATE

RECOMMENDATION NO. OF RESPONDENTS %

YES 00 00

NO 102 100

TOTAL 102 100

YES
0%

NO
100%

INTERPRETATION
From the above chart it is clear that, there are NO
NEGATIVE NEWS OR DEFECTS with the COLGATE
TOOTHPASTE.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

CHI-SQUARE ANALYSIS
NULL HYPOTHESIS:
Overall Satisfaction is independent of satisfaction
towards Price of COLGATE TOOTHPASTE customers.

SATISFACTION OVERALL
SATISFACTION LEVEL
TOWARDS PRICE SATISFACTION

HIGHLY SATISFIED 14 12

SATISFIED 63 54

INDIFFERENT 10 16

DISSATISFIED 08 13

HIGHLY DISSATISFIED 07 07

TOTAL 102 102

OBSERVED EXPECTED
O-E (O-E)(O-E) (O-E)(O-E)/E
(O) (E)
12 13 -1 1 0.076923
54 58.5 -4.5 20.25 0.346154
16 13 3 9 0.692308
13 10.5 2.5 6.25 0.595238
07 07 0 0 0
TOTAL 1.710623
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

Calculated CHI SQUARE value: 1.710623


Degree of freedom =(r-1) (c-1)
= (2-1)(5-1)
=4

INFERENCE
As the calculated CHI-SQUARE value (1.710623) is
less than the table value (9.49) at 4 degrees of freedom @ 5%
level of significance.
So, we ACCEPT the null hypothesis.
Hence, we conclude that the Overall Satisfaction is
independent of satisfaction towards Price of COLGATE
TOOTHPASTE customers.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

CHI-SQUARE ANALYSIS
NULL HYPOTHESIS:
Overall Satisfaction towards COLGATE
TOOTHPASTE is independent of GENDER.

SATISFACTION
LEVEL MALE FEMALE TOTAL

HIGHLY SATISFIED 04 08 12

SATISFIED 42 17 59

DISSATISFIED 06 07 13

HIGHLY DISSATISFIED 12 06 18

TOTAL 64 38 102

OBSERVED EXPECTED
O-E (O-E)(O-E) (O-E)(O-E)/E
(O) (E)
04 7.53 -3.53 12.4609 1.654834
42 37.02 4.98 24.8004 0.669919
06 8.16 -2.16 4.6656 0.571765
12 11.30 0.7 0.49 0.043363
08 4.47 3.53 12.4609 2.787673
17 21.98 -4.98 24.8004 1.128317
07 4.84 2.16 4.6656 0.963967
06 6.71 -0.71 0.5041 0.075127
TOTAL 7.894964
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

Calculated CHI SQUARE value:7.894964


Degree of freedom =(r-1) (c-1)
= (2-1) (5-1)
=4

INFERENCE
As the calculated CHI-SQUARE value (7.894964) is less
than the table value (9.49) at 4 degrees of freedom @ 5%
level of significance.
So, we ACCEPT the null hypothesis.
Hence, we conclude that the Overall Satisfaction towards
COLGATE TOOTHPASTE is independent of GENDER.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

CHAPTER-V
FINDINGS
 Majority (45.10%) of the respondents are of age 21 years.
 Most (62.75%) of the respondents are MALE, 37.25% are
FEMALE.
 Most (94.12%) of the respondents are STUDENTS and 5.88%
respondents are EMPLOYEES.
 Majority (38.24%) of the respondents are using COLGATE from
more than 1 year.
 Most (59.80%) of the respondents are aware through T.V.
 42.16% respondents preferred COLGATE because of its QUALITY.
 73.53% respondents are BRUSHING their TEETH ONCE in a
day.
 Majority(79.41%) of the respondents are ATTRACTED to
PROMOTIONAL OFFERS.
 Most (35.29%) of the respondents are ATTRACTED to the
OFFER WITH FREE BRUSH.
 Majority(75.48%) of the respondents are SATISFIED with the
PRICE of the Colgate Toothpaste.
 Most (66.64%) of the respondents are SATISFIED with the
PACKING of the Colgate Toothpaste.
 Majority(52.94%) of the respondents are preferring to purchase
COLGATE ACTIVE SALT.
 62.62% respondents are SATISFIED with the VARIANTS
available in COLGATE TOOTHPASTE.
 Majority(61.76%) of the respondents are preferring to purchase
toothpaste from Rs.20 to50.
 Most (47.05%) of the respondents purchased COLGATE
TOOTHPASTE from5 TO 8 times in last 4 MONTHS.
 27.45% respondents will definitely continue with the COLGATE
toothpaste in FUTURE & 52.94% respondents may continue in
future.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

 Most (97.05%) of the respondents said that, the AVAILABILITY


of the COLGATE product is VERY GOOD.
 64.7% respondents SATISFIED with the COLGATE toothpaste.
 Majority (60.78%) of the respondents are suggesting to give more
OFFERS & DISCOUNTS from COLGATE toothpaste.
Most (66.67%) of the respondents are willing to shift to a new
VARIANT of COLGATE toothpaste. And remaining respondents
(33.33%) are not willing to shift from their present VARIANT.

 From the above chart it is clear that, 59.80% respondents had


given RATING 4 STARS & 12.75% respondents had given
RATING 5 STAR.

 Majority(95.1%)of the respondents are READY to


RECOMMEND Colgate Toothpaste to OTHERS.

 There are NO NEGATIVE NEWS OR DEFECTS with the


COLGATE TOOTHPASTE.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

SUGGESTIONS

 Offer more Discounts


 Increase the Quantity
 Reduce the price

CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

CONCLUSION

This project is focused on customers’satisfaction towards


COLGATE toothpaste. From my study, I found that majority of
customers prefer COLGATE toothpaste. And my conclusion from
this study is that most of the customers are SATISFIED with
COLGATE toothpaste.And also COLGATE can attract more
customers and can increase theirmarket shares.
 From my survey, I come to know that COLGATE toothpaste
customers are SATISFIED with the product.
 QUALITY of the COLGATE is the main reason to choose the
product.
 Most of the customers suggested that toREDUCE the PRICE of
the COLGATE.
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

ANNEXURE - QUESTIONNAIRE
Customer Satisfaction Survey on COLGATE Toothpaste in SVU
CAMPUS, Tirupati
Name : Age : Gender: M□ / F□

1. Are you using Colgate toothpaste?


□Yes □ No
2. Why do you choose Colgate toothpaste?
□Good brand name □Quality
□Fair price □Easily available
□Recommended by others □Other reason_______________
3. How often do you brush your teeth in a day?
□1 time □2 times □more than 2 times
4. Are you attracted by promotional offers?
□Yes □No
5. Which promotional activity attracts you most?
□Advertisements □Offer with free brush
□Buy 1 Get 1 Offer □Any other_________________
6. For how long you have been using Colgate toothpaste? □Around 3
months □Around 1 year
□Around 6 months □more than 1 year
7. What is the average price do you pay for the Colgate toothpaste?
□<20rs □20-50rs □50-100rs □above 100rs
8. How satisfied are you with the price range of the Colgate toothpaste?
□Highly satisfied □Satisfied
□Dissatisfied □Highly dissatisfied
9. Which type of Colgate toothpaste you purchased recently?
□Colgate Active salt □Colgate Coal
□Colgate Neem □Other____________________
10.How many times have you purchased Colgate in the last six months?
□Less than 3 times □5 – 8 times
□3 – 5 times □more than 8 times
11.Which media made you aware about Colgate brand?
□Television □Internet
□Newspaper □Other________________
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

12.How satisfied are you with the packing of the Colgate toothpaste?
□Highly satisfied □Satisfied
□Dissatisfied □Highly dissatisfied
13.Based on your experience, how likely are you to buy the Colgate toothpaste again?
□Definitely will □may / may not □Definitely will not
14.Based on your experience, would you recommend the product to a friend?
□Yes □No
15.What is your rating on Colgate toothpaste on the scale of 1-5?
□1 □2 □3 □4 □5
16.If a new variant of Colgate toothpaste is launched in the market, will you buy it?
□Yes □No
17.Do you suggest any of the following changes in Colgate toothpaste?
□Better quality □Availability of products
□Offers & Discounts □Packing
18.Have you ever contacted customer service centre regarding any complaints on the
product?
□Yes (Go to Q.No.19) □No (Skip Q.No.19)
19.If yes, how satisfied are you with the response received to your complaint?
□Highly satisfied □Satisfied
□Dissatisfied □Highly dissatisfied
20.Have you heard any negative news about Colgate toothpaste?
□Yes (Pls. specify)______________ □No
21.Do you have any queries, suggestions, ........?

__________________________________________________________________
__________________________________________________________________
CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

BIBLIOGRAPHY

Books:
Kotler Keller
“Marketing Management”
Oxford University Press……….

Churchill
“Marketing Research”
Oxford University Press…….
Websites
 www.google.com
 www.economictimes.com
 www.businessstandards.com
 www.healthsite.com
 www.colgate.com
 www.slideshare.net
 www.scribd.com