A detailed analysis of tooth paste industry and its various brands. It also includes the behavioral study of consumer of which they consider while purchasing any tooth paste

1. Ranjeet Kumar Singh
Roll No - 11BM60068

2. 
To study the Consumers’ Brand preference for toothpaste
industry

To Check whether various age-group people have different
choice of the product form

To check whether gender is a factor for purchase of the
particular brand and hence quantify the ‘Price Switching
Theory’.

3. A
brand is a " na m e , te rm ,
d e s ig n, s y m bo l, o r a ny
o the r fe a ture tha t
id e ntifie s o ne s e lle r's
g o o d o r s e rvic e a s d is tinc t
fro m tho s e o f o the r s e lle rs
….. Wikipedia

5. Below are the top 10 leading toothpaste brands in
India(sales-wise):
i.Colgate-Palmolive
ii.Pepsodent
iii.Close-Up
iv.Sensodyne
v.Anchor
vi.Aquafresh
vii.Dabur
Red
viii.Babool
ix.Vicco
x.Meshwak

6. •
Leading player in toothpaste market in India is Colgate-Palmolive
Company
•
In recent years the Industry has shown impressive growth rate of 11.6%
•
The toothpaste market is presently valued at Rs. 750 cr. with gel segment
consisting one-third of the same

7. •
Urban India the usage of toothpaste per person per year is just 190gms
•
Worldwide annual per capital consumption of toothpaste averaged 363
grams against that of 107 grams of toothpaste in India annually
•
Demand for urban area is growing at a rate of 2-3% where as that of
rural area is growing at a rate of 12-14 %.

9. 
Research Design : Exploratory Research is being adopted in this study to find
out the brand preference and characteristics of consumers

Research Approach:
Secondary: Research Papers, Websites
Primary Research :

Survey and Questionnaires method

Focus group Discussion

Sample Size and Sampling Technique
Sample size taken in this study is 100. As all the possible items are considered for
research, the sampling method adopted in his study is convenience sampling

10. 
Chi Square Method: To compare customers’ attributes with
various factors (Price vs Gender and Age vs Product Form)

Weighted Average Rank : To determine the relative importance
of factors for a particular brand

Focus Group Method: To find out the important attributes of the
for any brand.

13. As we can see above that the Attribute has the maximum rank(priorities)
while going for any brand followed by the Availability and the Price of the
product

14. 


Calculated Value- 0.4158
Tabulated Value: 7.82
Degree of Freedom: 3
So we fail to reject the hypothesis and we accept that there is no relationship
between price and gender of the respondent. That means as per my study
the price switch theory on brand does not exist.

15. 


Calculated value: 12.32
Degree of freedom: 5
Table value: 11.07
According to the above stats we can see that the calculated value is more than
the tabulated value so again we are rejecting the hypothesis and hence we
can tell that there is dependence of age on the attributes

16. 
Based on the following objective: Which is the most important
factor for which you will purchase a brand ?

Time: 20 minutes

No of Participants: 7

Take away: Both price and Attributes are considered as important
factors. Family influence is the least preferred option for the participants

17. 
The research study concludes the following:

Switching theory does not exist with respect to the genders

Choices of the forms of the product depends on the age - group

The most important factor that leads for the consumption of a
brand is the attributes and which is followed by the price of the
same

18. 
Website:

http://infobharti.com/indias-top-10/top-10-toothpaste-brands-in-india.php

http://en.wikipedia.org/wiki/Brand

http://en.wikipedia.org/wiki/Brand_equity

Research Paper
Brand Attachment and Brand Attitude strength- C.Whan Park, Deborah J.
MacInnis, Joseph Priester, Andreas B. Eisingerich, & Dawn Iacobucci
The Development of Brand Loyalty- W. T. TUCKER
Customer Loyalty to Store and Brand- Ross M. Cunningham
Cognitive Consequences of Brand Loyalty- JOEL B. COHEN and MICHAEL J.
HOUSTON*
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19. Thank You !!