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Consumer Behavior On Toothpaste

This document discusses consumer behavior related to toothpaste brands in India. It provides details on the major toothpaste brands available in India and notes that Colgate has the largest market share at 48%. The document then focuses on Colgate, describing its history, versions available, and demographic and psychological factors influencing consumers' choice of Colgate. It also shares results from surveys on brand awareness and consumer perceptions of Colgate conducted in Pune, India. The summary concludes by highlighting suggestions consumers provided to improve Colgate toothpaste.

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88 views18 pages

Consumer Behavior On Toothpaste

This document discusses consumer behavior related to toothpaste brands in India. It provides details on the major toothpaste brands available in India and notes that Colgate has the largest market share at 48%. The document then focuses on Colgate, describing its history, versions available, and demographic and psychological factors influencing consumers' choice of Colgate. It also shares results from surveys on brand awareness and consumer perceptions of Colgate conducted in Pune, India. The summary concludes by highlighting suggestions consumers provided to improve Colgate toothpaste.

Uploaded by

saif09876
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Consumer behavior

on

TOOTHPASTE
Available brands in India
 Colgate
 Close-up
 Pepsodent
 Babool
 Meswak
 Anchor
 Cibaca
 Dabur
 Vicco
 Promise
Oral Care Segment
Chosen brand: COLGATE
Versions of Colgate
“Colgate ka suraksha chakra.”
 Colgate Gel
 Colgate Total
 Colgate Herbal
 Colgate Calcium
 Colgate whitening
 Colgate active salt
 Colgate Super Shakti
History of Colgate
 It was founded in 1806, by Henry.
W. Colgate.

 In the year 1928, Colgate merged


with Palmolive.
Demographic Factors influencing
the consumer

 AGE
Above 2 years

6 5
7

10--20
5
20--30
30--40
40--50
50& above

53
Continue…..
 INCOME
18000 -7.5 lakhs per anum.

 Occupation
Worker to businessman.

 Life style
Experimental & Belongers.

 Availability
Available Everywhere (From small shops to Big
shopping malls)
Colgate in Indian Market

MARKET SHARE

13%
COLGATE
18% 48% CLOSE-UP
PEPSODENT
OTHERS
21%
Survey result in Pune

12%
11%

17% 60%

colgate pepsodent closeup others


Psychological factor
Perception & attitude
Oldest and reliable brand, emotionally
attached.

 Motivation
basic (physiological) needs,
self-esteem.
How did customer come to know
about colgate`.
30
25
25

20 18
print media
15 tele media
word of mouth
10

5 3

0
print media tele media word of
mouth
VALUE DELIVERY

Functional Benefits:
Prevent Bad Breath
Strong Teeth
Clean Teeth
Emotional Benefits:
Brand Name
Good Taste
Fresher Breath
Response to value-delivery
17
18
16 13
14
12
10 7
8 5
4
6
4
2
0
fresh fight brand cleaning others
breath teeth name teeth
decay
Some consumer’s saying
 It is the best toothpaste among all.
 They have maintained good quality.
 I feel satisfied after brushing teeth.
 I prefer whatever my wife Purchases.(Said
by a doctor)
 Humare baap dada karte aa rahe hai.
 Mast thanda hai.
 Time kiske pass hai, jo mile usi se karlo.
Facts came out of survey
 It is available in different ranges 5 - 65 Rs.
 Easily available everywhere even in rural
areas.
 It is more reliable because they have
recommendation from IDA.
 They promote the product through doctors to
attract the conscious parents.
 Free dental checkup
Suggestions given by
consumers
 Need to come in more advanced herbal
version.

 Need better packaging.

 Quality improvement is needed because,


Its Very sticky and thick.
Group-members
 Sunil bhargava
 Swarup chand bured
 Dipti sharma
 Saurabh dixit
 Mayank mishra
 Binoy premrajan
 Rahul reja
 Pratik sharma
 Varun vasishth
 Abhishek jain
THANKS

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