COMMONWEALTH JOURNAL OF COMMERCE & MANAGEMENT RESEARCH CONSUMER BEHAVIOR TOWARDS TOOTHPASTE: A STUDY OF UDAIPUR CITY

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1 CONSUMER BEHAVIOR TOWARDS TOOTHPASTE: A STUDY OF UDAIPUR CITY Aftab Ali, Gaurav Malasiya, Nipesh Bhandari MBA Students, Pacific University, Udaipur Introduction Toothpaste Industry:- The purpose of this chapter is to provide brief background information on the history of toothpaste and the industry in the world. This was mainly obtained from the search done on the internet. The global toothpaste market is on the threshold of a new phase with the advent of new biotechnologies that help curb problems of sensitivity and enable the re-growth of teeth. Oral care is undergoing significant changes with innovative and fresh products motivating people to alter their oral hygiene habits. This in turn is triggering major shift in dynamics, with a growing preference for toothpaste, evinced by its substantial share of over 55% in the oral care market. Purchase of toothpaste is mainly driven by individual habits, inclination towards particular flavor and familiarity with the product. The toothpaste market is generally not price sensitive and brand loyalty plays an important role in majority of the customers. Currently nearly 97% of the population in developed countries uses at least one variety of toothpaste. This gives marketers virtually no space to expand the market with new users. Consequently, adding or increasing value to the product is the preferred alternative. Technological progress made in recent years altered the toothpaste segment into one that offers additional benefits such as fresher breath, healthier gums and whiter teeth, besides just fighting cavities. 10

2 The global market for personal care products (including oral care) had its own share of negative impact from the global economic crisis that surfaced in the last quarter of The extent of the slowdown varied, based on product offerings of individual companies. Those skewed towards functional products including toothpastes, toothbrushes and other personal care products, weathered the recession much better than firms with specialty skin care products. The already mature market for oral care in the US experienced a slight decline in value sales while the category of toothpaste witnessed about 1%-2% decline in sales in 2008 & With finances becoming scarce in the times of economic downturn, households restricted their purchases and became more value conscious, leading to decrease in sales. Nevertheless, demand for certain value added products such as power/electric toothbrushes exhibited a rise in 2009 as consumers showed more interest in products that eased their oral hygiene schedule, despite high prices. Europe, garnering the single largest global share, dominates the Toothpaste market, as stated by the new market research report. Asia-Pacific and US follow the lead as the next largest markets for toothpaste worldwide. Increase in toothpaste sales in Europe can be ascribed to the domestic industry s success in segmenting the market to meet individual consumer requirements. In addition, government intervention and growth in Central and Eastern European countries such as Russia and Spain has also spearheaded Europe s leadership ahead of other countries such as the US and Japan. In terms of growth, Asia-Pacific propelled by regions including Australia, China and India, is forecast to expand at the overall highest compounded rate for the period The Whitening segment captures the largest share of the global toothpaste market, trailed by the Regular and Tartar Control segments. With respect to fastest growing product segment, the Multi-benefit market is slated to take the lead through The global toothpaste market comprises of several large and medium international and domestic players competing fiercely in the highly crowded and fragmented marketplace. There is a large presence of both branded and private label companies. Major players seek to position their products on the basis of value addition, functionality, price premium and to a certain extent packaging. Leading market participants include Church & Dwight, Colgate-Palmolive Company, Colgate-Palmolive Gmbh, Colgate-Palmolive (India) Limited, Gaba Holding AG, 11

3 GlaxoSmithKline, Henkel AG & Co. KgaA, Johnson and Johnson, Procter & Gamble Company, Unilever N.V., and Hindustan Unilever Limited. Source: Global Industry Analysts Inc. History of Toothpastes:- Early toothpastes The Greeks, and then the Romans, improved the recipes for toothpaste by adding abrasives such as crushed bones and oyster shells. In the 9th century, the Persian musician and fashion designer Ziryab invented a type of toothpaste, which he popularized throughout Islamic Spain. The exact ingredients of this toothpaste are unknown, but it was reported to have been both "functional and pleasant to taste". It is not known whether these early toothpastes were used alone, were to be rubbed onto the teeth with rags, or were to be used with early toothbrushes, such as neem-tree twigs and miswak. Toothpastes or powders came into general use in the 19th century. Tooth powder Tooth powders for use with toothbrushes came into general use in the 19th century in Britain. Most were homemade, with chalk, pulverized brick, or salt as ingredients. An 1866 Home Encyclopedia recommended pulverized charcoal, and cautioned that many patented tooth powders that were commercially marketed did more harm than good. Arm & Hammer marketed a baking soda-based toothpowder in the United States until approximately 2000, and Colgate currently markets toothpowder in India and other countries. 12

4 Modern toothpaste An 18th-century American and British toothpaste recipe called for burnt bread. Another formula around this time called for dragon's blood (a resin), cinnamon, and burnt alum. By 1900, a paste made of hydrogen peroxide and baking soda was recommended for use with toothbrushes. Pre-mixed toothpastes were first marketed in the 19th century, but did not surpass the popularity of tooth-powder until World War I. In 1880, Doctor Washington Sheffield of New London, CT manufactured toothpaste into a collapsible tube, Dr. Sheffield's Creme Dentifrice. He had the idea after his son traveled to Paris and saw painters using paint from tubes. In York in 1896, Colgate & Company Dental Cream was packaged in collapsible tubes imitating Sheffield. The original collapsible toothpaste tubes were made of lead. Fluoride was first added to toothpastes in the 1890s. "Tanagra", containing calcium fluoride as the active ingredient, was sold by Karl F. Toellner Company, of Bremen, Germany, based upon the early work of chemist Albert Deninger. An analogous invention by Roy Cross, of Kansas City, Mo., was initially criticized by the American Dental Association (ADA) in Fluoride toothpastes developed in the 1950s received the ADA's approval. To develop the first ADA-approved fluoride toothpaste, Procter & Gamble started a research program in the early 1940s. In 1950, Procter & Gamble developed a joint research project team headed by Dr. Joseph Muhler at Indiana University to study new toothpaste with fluoride. In 1955, Procter & Gamble's Crest launched its first clinically proven fluoride-containing toothpaste. On August 1, 1960, the ADA reported that "Crest has been shown to be an effective anticavity (decay preventative) dentifrice that can be of significant value when used in a conscientiously applied program of oral hygiene and regular professional care." The amount of fluoride in toothpastes varies from country to country: toothpaste in the UK and Greece typically contain more fluoride than US toothpaste, with toothpaste sold in Greece typically containing 1,450 ppm F. In 2006 BioRepair appeared in Europe with the first toothpaste containing synthetic hydroxylapatite as an alternative to fluoride for the remineralization and reparation of tooth 13

5 enamel. The "biomimetic hydroxylapatite" is intended to protect the teeth by creating a new layer of synthetic enamel around the tooth instead of hardening the existing layer with fluoride that chemically changes it into fluorapatite. In June 2007, the US Food and Drug Administration and similar agencies in Panama, Puerto Rico and Australia advised consumers to avoid certain brands of toothpaste manufactured in China after some were found to contain the poisonous diethylene glycol, also called diglycol or labeled as "DEG" on the tube. The Indian Oral Care Market Globally the oral care market usually consists of toothpaste and toothbrush. However, in India there is a significant presence of toothpowder which includes mouth-wash, sprays and oral rinses. In India awareness about care products is almost 100% in urban areas and 80% in rural areas. The level of penetration of toothpaste in India is 44% up from 36% a few years ago. The total oral care market in 2001 was estimated to be $ million US dollars with an annual growth of 8-10%. The toothpaste market accounts for an estimated 340 million dollars and has recorded an 8% growth over the last five years. The Indian toothpaste market is dominated by two major players namely: Colgate and Hindustan Lever. The two almost control 90% of the market with Colgate's share being 50% and with Hindustan controlling 36% of the market. The rest of the market is shared between small players such as Hygiene and Vicco Laboratories. New players such as SmithKline Beecham have launched the Aqua-fresh brand but they will have to engage in extensive marketing and promotional strategies before they are able to penetrate a great share of the market. Types of Toothpaste:- There are many different types of toothpaste available in the market. The followings are the common types of toothpaste: Fluoride toothpaste, desensitizing toothpaste, anti-calculus 14

6 toothpaste, anti-plaque toothpaste, and whitening toothpaste. Their various functions depend on the active ingredients they contain. Anti-decay toothpaste:- They contain Fluoride Compounds such as Sodium Fluoride (NaF), Stannous Fluoride (SnF2), or Monofluorophosphate (MFP2)etc. If the fluoride content is 1,000 ppm (parts per million) or above. they are all effective in preventing tooth decay. Children toothpaste contains 500ppm fluoride and is usually flavoured, e.g. fruit flavour, candy flavour, which is more appealing to children. Desensitizing toothpaste:- The active ingredients provide relief from dentine hypersensitivity symptoms in 2 ways. First, they interrupt the neurone response to pain stimuli; second, they occlude the dentinal tubules of dentine. Active ingredients such as Potassium Nitrate or Arginine, etc., are used by different product manufacturers. There are many different types of desensitizing toothpastes marketed by different brand names. Their various functions on different active ingredients they contain. Therefore, you are advised to consult the dentist and undergo a thorough check-up to explore the cause of tooth sensitivity before using desensitizing toothpaste. You should consult the dentist if the symptoms of tooth sensitivity after using desensitizing toothpaste. Anti-calculus toothpaste:- The manufacturer claims that the calcification of dental plaque could be retarded by this kind of toothpaste, thus it reduces the rate of calculus formation. The active ingredient is Pyrophosphate or Zinc Citrate, etc. 15

7 Anti-plaque toothpaste:- This kind of toothpaste inhibits plaque accumulation, reduces the toxic effects of the bacterial toxin on the tooth surrounding tissues, thereby reduces the chances of getting gum disease. In the market, different anti-plaque toothpastes contain different active ingredients. For example, Triclosan or Zinc Citrate, etc. Whitening toothpaste:- This kind of toothpaste contains relatively coarse abrasives which function by abrading the stains on the tooth surface, giving a whitening effect. The effects of the long term use of this kind of toothpaste are still unknown. Product Attributes:- Product Attributes of Toothpaste Most toothpaste basically contains similar ingredients while each brand maintains a unique formula. The various attributes are discussed in this section. Whitening These toothpastes contain abrasive ingredients that lighten teeth. Contrary to what many people think, whitening toothpaste do not increase the whiteness of the tooth, what they actually do is that they remove stains plaque so that the tooth becomes shinier. Fresh Breath Most toothpastes in the market aim at providing fresh breath by adding anti-bacteria agent in the ingredients. (Namrata, 2000:1) Most toothpastes in the market are positioned using this attribute and is regarded as an important factor by the consumer when purchasing a toothpaste. 16

8 Fluoride Fluoride is considered to be the most important component of toothpaste. It incorporates itself into tooth enamel making your teeth more resistant to acids produced by plaque bacteria. It also gives protection from acids found in fruit juices, soda and particular foods. Tartar Control The key ingredient in tartar-control toothpastes is sodium pyrophosphate that will keep tartar from forming above the gum line. However, these toothpastes cannot remove tartar once it has formed which will then require a professional cleaning from a dentist. Sensitivity In the case of sensitive teeth, desensitising toothpaste should be used with key ingredients of strontium chloride or potassium nitrate, which protect the tubules in the teeth that are connected to the nerves. This occurs when the gums recede or tooth enamel is stripped and the underlying dentin and its open pores are exposed. This gives way for pressure, hot stimuli, and cold stimuli to trigger the tooth nerve, which causes a lot of pain and discomfort. Packaging Defines positioning as "the act of designing the company's offering and image to occupy a distinctive place in the target market's mind." When planning products position one must consider issues such as the competition and how their products are perceived, the needs and desires of the target market and the specific elements of the products. The main challenge marketer's face in the toothpaste industry is how to best point out the specific attributes the consumer is looking for and then position the product different from the competition. They specifically need to focus on the differences that will most appeal to consumers in order to build strong brand loyalty. 17

9 Research Methodology Objective of Research:- The general purpose of the study was to identify a set of brand attributes that influence consumers in purchasing a particular type of toothpaste. The specific objectives were: ~ To identify the major attributes consumers look for in toothpaste purchasing ~ To identify the various demographic variables that influences the purchase ~ To identify which brand of toothpaste has preference amongst consumers Type of data used In our research we have used both the primary and the secondary data. Primary data we have collected through questionnaire and by which we got consumer behavior regarding the toothpaste and on this we have make the observation regarding their intensity of buying the toothpaste and secondary data was collected by internet source. Sample size:- The total population of our survey project was 100. Sample unit:- The sample unit of our project was Udaipur residents. 18

10 Tool of data collection:- The data collected was through the questionnaire. Demographic Profile of Sample 1. Gender Gender Male Female Ans Female 41% Male 59% The above diagram shows the number of males and females in the survey conducted. Number of males are 59% Number of females are 41% 19

11 2 Age: Age Group Over 60 Ans Over 60 The above diagram shows the different age groups of people which are examined under the survey conducted, the respective percentage lies under different age groups are as follows:- Under age group there were 34 person Under age group there were 52 person Under age group there were 14 person Under above 60 age group there were 4 person 20

12 3 Monthly Income: Monthly Income Below 10k 10k-20k 20k-30k Above 40k Ans Below 10k 10k-20k 20k-30k Above 40k The above diagram shows various monthly incomes of people examined under the survey conducted :- Number of person below monthly income are 28% Number of person b/w monthly income are 38% Number of person b/w monthly income are 19% Number of person above monthly income are 15% 4. Education: Education Primary High School Graduate Post Graduate Ans

13 Primary High School Graduate Post Graduate Other The above diagram shows the educational qualifications of people examined under the survey conducted their respective percentage forms are :- Person under or completed primary qualification are 13% Person under or completed high school qualification are 25% Person under or completed graduate qualification are 36% Person under or completed post graduate are 26% 5 Occupation: Occupation Student Employed Housewife Pensioner Ans

14 Ans. Student Employed Housewife Pensioner Other The above diagram shows the occupational status of various person examined under the survey conducted, their percentage forms are as follows Number of students 33 % Number of employed person 39% Number of housewives 17 % Number of pensioners 11% Data Analysis and Interpretation 1 Brand preference of Toothpaste among consumers: Table1: Brand preference of Toothpaste among consumers Toothpaste Brands No. Of users Colgate Maximum Cavity 11 Colgate Total 22 C olgate Whitening 6 Colgate Herbal 0 Colgate Herbal White 0 23

15 Colgate Triple Action 2 Colgate Fresh Confidence 1 Close-UP Red 7 Close-UP Blue 5 Sensodyne 12 Meswak 6 Oral-B 6 Colgate Active Salt 13 Pepsodent 0 LalDantManjan 0 Babool 3 Dabour 5 Dentist Recommended 1 Other 0 Figure 1: Brand preference of Toothpaste among consumers Series1 As per our survey we come to know about the preferences of toothpaste brands among consumers. Majority of the respondents use colgate total and on second preferred brand is 24

16 colgate active salt and then comes sensodyne on medical recommendation and the least preferred toothpaste by consumer are colgate triple action and babool. 2 Brand attributes that influence the choice of consumers: Criteria seen Table 2: Brand attributes that influence the choice of consumers RATIN G 1 RATIN G 2 RATIN G 3 RATIN G 4 RATIN G 5 Tota l AVERAG E Whiter Teeth Freshen Breaths Flouride content Tartar control Sensitive tooth Taste Dental Asoc. Appro Low Price Packaging Free Coupons Availability Figure 2: Brand attributes that influence the choice of consumers Whiter Teeth Freshen Breaths Flouride content Tartar control Sensitive tooth Taste Dental Asoc. Appro Low PricePackaging Free Coupons Avaiblity 25

17 Average range is as follows TOTALLY UNIMPORTANT IMPORTANT UNIMPORTANT VERY IMPORATANT NEUTRAL Hence Freshen Breaths is the most important criteria/attribute of toothpaste for consumers, followed by whiten teeth and availability of the same. 3 Usage of Toothpaste: Table 3: Usage of Toothpaste: Usage of Once a day Twice a day Thrice a day More than thrice toothpaste Ans Figure 3: Usage of Toothpaste: Thrice a day 11% More than thrice 0% Once a day 45% Twice a day 44% 26

18 According to the survey, usage frequency of toothpaste among consumers in percentage is as follows: 45% of consumers use toothpaste once in a day, 44% of consumers use toothpaste twice a day, 11% of consumers use toothpaste thrice a day. 4 Purchasing parity: Table 4: Purchasing parity: Purchasing parity Weekly In 15 dys Monthly In 3 months Ans Figure 4: Purchasing parity: In 3 months 0% Purchasing parity Monthly 34% Weekly 16% In 15 dys 50% According to above diagram the purchasing parity of toothpaste among consumers is as follows:- 16% of consumers purchase toothpaste on weekly basis. Majority i.e. 50% of consumers purchase toothpaste in every 15 days. 34% of consumers purchase toothpaste once in a month. 27

19 5 Buyer of Toothpaste: Table 5: Buyer of Toothpaste Who Buy's Toothpaste Yourself Spouse Parents Other Ans Figure 5: Buyer of Toothpaste: Buyer of Toothpaste Yourself Spouse Parents Other 38 According to above table the percentage of people who purchase toothpaste for themselves is 31%. Number of person who s spouse purchase the toothpaste for them is 38% Number of person who s parents purchase the toothpaste for them is 31% 28

20 6 Preferred Place of Purchasing for toothpaste: Table 6: Preferred Place of Purchasing for toothpaste Purchasing Place Chemist Super market Retail store Other N Figure 6: Preferred Place of Purchasing for toothpaste: Chemist Super market Retail store Other 0% 38% 28% 34% According to above table the most preferred place for consumers to purchase toothpaste in percentage is as follows:- 28 % of people purchase from chemists. 34% of people purchase from super markets. 38% 0f people purchase from retail stores. 29

21 7 Influence of advertisements: Table 7: Influence of advertisements Stimulate By Ads Yes No Ans Figure 7: Influence of advertisements: Yes No 47% 53% According to above diagram the number of consumers influenced by advertisements in percentage form is as follows:- 47% of consumers gets influenced by advertisements, and 53% of consumers don t get influenced by advertisements. 30

22 8 Influence of others: Table 8: Influence by others. Influence by others. Yes No Ans Figure 8: Influence by others. Influence of Others Yes No 43% 57% According to above diagram the number of consumers influenced by others in percentage form is as follows:- 43% of consumers gets influenced by others, and 57% of consumers don t get influenced by others. 31

23 Findings:- From the survey conducted by our group members, we have concluded and examined following Findings:- Consumers mainly prefer Colgate total, Colgate active salt, and Sensodyne and the least preferred toothpaste by consumers is Colgate triple action and Babool. The main toothpaste product attributes considered by the consumers before purchasing the toothpaste are whiter teeth, sensitivity of teeth, fresh breath, taste, low price, and availability. The least preferred attributes are fluoride content, tartar control and coupons. Most of the people use toothpaste once or twice a day according to their choice and preference. Majority of the consumers buy toothpaste on a fortnightly basis and the buyer can be anyone from their family like parents, spouse or sometimes themselves. Majority of customers purchase toothpaste from chemists and supermarkets Majority of consumers gets stimulated by advertisements and other people. Bibliography: