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Ranjeet Kumar Singh Roll No - 11BM60068

Consumer behaviour tooth paste industries

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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

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Page 1: Consumer behaviour tooth paste industries

Ranjeet Kumar Singh Roll No - 11BM60068

Page 2: Consumer behaviour tooth paste industries

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’.

Page 3: Consumer behaviour tooth paste industries

A brand is a "name, term, design, symbol, or any other feature that identifies one

seller's good or service as distinct from those

of other sellers ….. Wikipedia

Page 4: Consumer behaviour tooth paste industries
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Below are the top 10 leading toothpaste brands in India(sales-wise):i.Colgate-Palmoliveii.Pepsodentiii.Close-Upiv.Sensodynev.Anchorvi.Aquafreshvii.Dabur Redviii.Baboolix.Viccox.Meshwak

Page 6: Consumer behaviour tooth paste industries

• 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

Page 7: Consumer behaviour tooth paste industries

• 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 %.

Page 8: Consumer behaviour tooth paste industries
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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

Page 10: Consumer behaviour tooth paste industries

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.

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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

Page 14: Consumer behaviour tooth paste industries

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.

Page 15: Consumer behaviour tooth paste industries

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

Page 16: Consumer behaviour tooth paste industries

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

Page 17: Consumer behaviour tooth paste industries

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

Page 18: Consumer behaviour tooth paste industries

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*

Page 19: Consumer behaviour tooth paste industries

Thank You !!