Consumer Preference Analysis for New

Toothpaste Launch
Group 4
2 Anand Kumar
11 Chirag Thakkar
13 Devansh Saxena
32 Raj Shah
36 Rohan Nandi
40 Shahin Selkar
43 Souvik Biswas
49 Vedant Dhakate
Introduction
►Oral hygiene
» The trends
» Changes in preferences
►The Management
» New market entrant, the Eight Idiots Co.
» Plan to launch new toothpaste
►Management Decision Problem
» Before launching a new product in the market, the company needs to realize
the factors affecting the buying behaviour so as to design their marketing
strategies to cater to the right consumer (segment) with the right product
►Task to Group: 4
» Work already done  Work to be done

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Research

Research Problem Research Design

► Members of Group: 4 studying in the ►Population
PGDM (IM) programme have defined » People directly/ indirectly associated with
the research problem as: the Adani Institute of Infrastructure (AII)
►Sample
» Students, Faculties, Research Associates
“Analyzing the Customer and Employees of AII
preferences for new ►Sampling Procedure
toothpaste launch” » Quota Sampling will be the procedure for
Sample Identification and for further
analysis.
►Instrument for Data Gathering
» Survey of the Samples shall be the
instrument to be used for Data gathering
purpose.

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Data Collection Method

►No. of responses : 89

►No. of valid responses : 70

= » Response reduced due to eliminate error of- response error,
respondent selection error, questioning error, unwillingness
error
►Research Design : Conclusive

►Data used for analysis : Primary data  Quantitative research  Descriptive 

Survey data

►Survey method : Electronic interviewing- E-mail, mobile interviewing, etc- by

floating Google form in WhatsApp etc.

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Descriptive Statistics
Gender Age
Male More than
26 years-
35 years
35 years
Female Female 6%
4% Less than 18
30% 23 years-
Others years
25 years
18 years- 22 years
21%
23 years- 25 years
18 years- 26 years- 35 years
Male 22 years More than 35
70% 69% years

Sampling Technique
Employees
Research
and Support
Faculty
Associate
Staff
► Forthis analysis we used quota sampling
3%3%6% in which specifically quotas were identified
Engineering
Engineering
Students sampling in which engineering student,
Students
48%
PGDM students PGDM student, faculty, Research Associate
PGDM Faculty
students Research and Employees and support staff are
41% Associate strata

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Data Analysis (1/3)
Frequency of use Purchase Frequency

Indirect decision maker Marketing strategy

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Data Analysis (2/3)

Current brands Brand loyalty status

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Data Analysis (3/3)
Number of toothpaste
Size idea
medium

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 Result of factor analysis

Personal =fn (cleansing, calcium content, protection against cavity, protection against
Health bad breath)
factors
(Factor 1)
Value for =fn (price, feature, offer, and gift)
money
factors
(Factor 2)

Patriarchal =fn (medicine value, Indian brand preference, satisfaction)

factors
(Factor 3)

Aspirational =fn (brand, flavours)

factors
(Factor 4)

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Finding and recommendations
►Almost 69% of customers are not brand loyal so no entry barrier for
company
►Major Competitors: Colgate, close-up and pepsodent
►Dentist and Family member influence buyer decision
►Mainly customer buy toothpaste from general store and departmental
store
►Most of the customer prefer paste rather than gel and powder
►Some of the important factor which company should taken into
consideration before launching their products are:
» Cleaning power,
» Price,
Customers
» Medicinal value, priority rank-
» Prevention against bad breath and wise
» Flavours
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 Cluster Analysis

Cluster 1 (9 nos): Customers who are attracted by the functional aspects of the toothpaste
such as medicinal value, calcium content, protection against cavity etc.
Cluster 2 (47 nos): Customers who are attracted by the discount offers, price and brand
image
Cluster 3 (14 nos): Customers who are early adopters such as those who would like to
experiment with new flavors and features.
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Limitation of the survey
►Due to COVID-19 crisis larger sample size(targeted) couldn’t be
reached
►Respondents may not be 100% truthful with their answers
» Assuring respondents that their privacy is valued
►Respondents may have trouble in grasping the meaning of some
questions that may seem clear to the creator
» Created simple questions that are easy to answer
►Cannot fully capture emotional responses or feelings of respondents
»  Likert Scale uses a rating scale from “slightly agree” to “strongly disagree.”
►Survey fatigue might set in during survey
►Research was conducted within a constrained sample of respondents
from AII only

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Conclusion
►Company should come with two type of product attributes:
» Attribute-1: Cleaning power, Medicinal value, Price
» Attribute-2: Prevention against bad breath, Flavour, Price

►From factor analysis we found out various factor that consumer

consider while buying toothpaste are Personal Health factors,
Value for money factors, Patriarchal factors and Aspirational
factors.

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