A study of consumer Behaviour in Pune city special reference to Toothpaste

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1 International International Multidisciplinary Multidisciplinary e-journal e Journal / Kadam Bansi Santu, (46-64) ISSN A study of consumer Behaviour in Pune city special reference to Toothpaste Paper Received on: /0/ Paper Reviewed on: /0/ Paper Accepted on: 8/0/ Kadam Bansi Santu Anantrao Thopte college and Research Centre, Bhor, Pune Maharashtra. Abstract In modern days competitive world, consumers are important. Consumers satisfaction and delighting is also important for the success of business. The study of consumers is needed in the globalized world. In this environment the study of consumer is difficult because of the changes in technology, life style and innovation. So many researches have been conducted by various researchers in this field. They have given few suggestions. There is no final conclusion. Internal and external factors are influencing the consumers. Classifying the consumers by conventional demographic factors is difficult. Consumers thought process and buying behaviour should be studied. The decisions on product design, packaging, branding and selection of channels are depends- upon the consumers behaviour. Toothpaste production companies must have identity the sources, time and direction of the changes new competencies and perspective. This will be use full to them to respond the changes, efficiently and effectively. The main objective of the study is to analyze the factors, which are influencing the buying toothpaste. The market share of product is depends on the buyers behaviour. This study is conducted to find out the buyers behaviour, to analyze the preference and awareness of consumers. Information and data is collected through the primary and secondary sources. Questionnaire is used for conducting survey. Random sampling technique is also used. Keywords: - Buyers behavior, Toothpaste purchasing system, Sales promotion impact, Attribute impact. Awareness of toothpaste, Vol-I, Issue-III, March- Page - 46

2 TABLE OF CONTENTS SR.NO. CNTENTS PAGE NO. Abstract Introduction 4 Meaning 5 4 History 5 5 Review of literature 7 6 Objectives of study 8 7 Hypothesis 8 8 Research methodology 9 9 Limitation of the study 9 Data analysis and interpretation Findings of the study 4 Conclusions and suggestions 5 Bibliography 6 ) INTRODUCTION Every consumer expects satisfaction from the purchasing products or services. Consumer behaviour includes searching, purchasing, using, evaluating and disposing of products, services and ideas. The consumer s behaviour related with their purchasing, such as why, what, when, and how they purchase it. According to Philip Kotler, consumer behaviour is all psychological, social, and physical behaviour of potential consumers as they become aware of evaluate, purchase, consume and tell other about products and services. Individual consumer behaviour is influenced by economic, social, cultural, psychological, and personal factors. Consumer decision to purchase the goods and services from the available alternative choice is called consumer purchase decision. What to buy, how to buy, where to buy, when to buy how much to buy are the various decisions. The participants in the buying decisions may be includes as the initiator, influencer, decider, buyer, and users. The consumer market is very vast and expanding constantly. Consumer preferences are changing as per their life style. Many peoples in India are using traditional products such as neem twigs, salt, ash, tobacco or other herbal ingredients. All India per capita consumption of toothpaste is a dismal 8 Gms. The dentist to population ratio is : It is very low ratio in the country. This indicates low oral hygiene consciousness and widespread dental diseases. The Indian toothpaste users brush twice a day, are less than 5 %. Colgate and Hindustan Lever together account for 85% market. ) MEANING OF TOOTHPASTE Vol-I, Issue-III, March- Page - 47

3 Toothpaste is a paste or gel dentifrice used with a tooth brush as a necessary to clean and maintain the aesthetics and health of teeth. Toothpaste is used to promote oral hygiene. It serves as an abrasive that aids in removing the dental plaque and food from the teeth, assists in suppressing halitosis, and delivers active ingredients such as fluoride or xylitol to help prevent tooth and gum diseases. Most of the cleaning is achieved by the mechanical action of the tooth brush, and not by toothpaste. Salt and baking soda are among materials that can be substituted for commercial toothpaste. Toothpaste is not intended to be swallowed, but is generally not very harmful accidently swallowed in small amount. ) HISTORY OF TOOTHPASTE Early toothpaste: - The Greeks, and the Romans, improved the recipes for toothpaste by adding abrasives such as crushed bones and oyster shells. In the 9 th century, Persian musician and fashion designer Ziryab invented a type of toothpaste, which popularised through Islamic Spain. The exact ingredients of this toothpaste are unknown 4, but it was reported to have been both functional and pleasant to test. It is known whether these early toothpastes are used alone, were to be rubbed on the teeth with rags, or were to be used with early toothbrushes, such as neem tree twigs and miswak. Toothpastes or powders came in to general use in the 9 Th century. Modern toothpaste: - An 8 th century American and British toothpaste recipe called for burnt bread. Another formula around this time called for dragon s blood, cinnamon, and burnt alum 5. By 900, a paste made of hydrogen peroxide and baking soda was recommended for use with toothbrush. Premixed toothpaste was first marketed in the 9 th century. In 89, Dr. Washington Sheffield of New London, manufactured toothpaste in to a collapsible tube. In New York City in 896, Colgate &company Dental cream was packed in collapsible tube.fluoride was added to toothpaste in 94. In 955, Procter & Gamble s crest has launched its first clinically proven fluoride containing toothpaste. In 06, Bio Repair appeared in Europe with the first toothpaste containing synthetic hydroxyl apatite. In June 07, the U. S. Food and Drug Administration and similar agencies in Panama, Puerto Rico and Australia certain consumers to avoid certain brands of toothpaste manufactured in China after some were found to contain the poisonous diethylene glycol, also called diglycol or labelled as DEG on the tube. Notes:- American Dental Association Description of Toothpaste Toothpaste The History of Toothpaste and Tooth brushes. Sertima, Ivan (99) the Golden Age of the Moor. 4 Lebling Jr; Robert W.Flight of the Black bird Saudi Aramco 5 Other ingredients in toothpaste, Archived from the original. Vol-I, Issue-III, March- Page - 48

4 4) REVIEW OF LITURATURE Consumers behaviour: - A consumer s buying behaviour is influenced by cultural, social, personal and psychological factors. Consumer personality factors: - Individual factors motivate the purchasing. Perception: - It is a mental process. Individual selects data &information from environment. Perceived: - Perceived fit was found to be more important than consumer s preference for the distribution method or services. Product knowledge: - It is a measure of consumer s perceptions of how much they know about product. Product type: - Past research indicates that consumers purchase and channel decisions might be influenced by type of product investigated. Cox& Rich (964); Lumpkin &Hawes (985); Morrison & Roberts (998). These authors State that, certain products might be more appropriate for one channel or another, which ultimately influences consumers channel preference and choice. Quality:-To provide best quality product to consumer is a aim. For best quality product consumer will pay the price. Packaging: - A product has to draw the attention of the consumer through an outstanding packaging design. Promotion: - The great challenge faced by producers today is holding & increase their market share & value. Familiarity with a channel: - Consumers familiarity with a channel is a measure of general experience they have with purchasing products through specific channels. The main objective of the study is to study the consumers behaviour relating to toothpaste buying in Pune city. Other objectives are as follows. Brand awareness: - Brand awareness precedes all other steps in the buying process. Family influence: - A family exerts a complex influence on the behaviour of its members. Shopping motives: - It is consumer s wants and needs as they relate to out lets at which to shop. 5) OBJECTIVES OF THE STUDY To analyze the oral care awareness in pune city. Vol-I, Issue-III, March- Page - 49

5 To analyze the use of toothpaste in pune city. To analyze brushing frequency in pune city. 4 To analyze dentist s advice for using toothpaste and toothbrush in pune city. 5 To analyse influencing factors to consumers. 6 To suggest measures for promoting the awareness of oral care. 7 To suggest measures for sales promotion of toothpaste. 6) HYPOTHESISES ) The study of consumer s behaviour is important factor in sales promotion of toothpaste. ) All consumers are aware about their oral care in pune city. ) All consumers are not using toothpaste in pune city. 4) All consumers are brushing twice in a day. 5) All consumers are taking advice of dentists. 6) Factors are influencing the consumers buying decision. 7) RESEARCH METHODOLOGY:- Random sampling method is used for this study. Personal interview is the method of contact used with respondent. Questionnaire method is used for collecting primary data. Secondary source of collecting data includes magazines, journals, and web sites. Sample: - 50 (persons) samples were selected randomly from the total population. 8) LIMITATIONS OF THE STUDY:-Consumer s psychology is not considered in this study. Understanding psychology of the consumer is an important tool to understand the feelings, and attitude of the consumer. The changing in educational level, income level, size of family are important factors. Most of the questions are close ended it limits the consumer s answers. Vol-I, Issue-III, March- Page - 50

6 9) DATA ANALYSIS AND INTERPRETATION TABLE NO. DISTRIBUTION OF RESPONDENTS A Age wise distribution of respondents Age (in years) No. Of respondent Percentage &above 45 Total B Gender wise distribution of respondents Gender No. of respondent Percentage Male Female 60 Total Vol-I, Issue-III, March- Page - 5

7 C Status wise distribution of respondents Status No. of respondent Percentage Student 60 Professional 45 Housewife 5 Businessman Total 50 0 D-- Education wise distribution of respondents Educational No. of Respondent Percentage Qualification Up to xii th 7 5 Up to graduation 5 5 P G/Higher education 60 Total 50 0 E---Monthly income wise distribution of respondents Monthly Sample Percentage income (in Rs.) Below Above Total 50 0 Table No. Toothpaste usage rate Usage rate No. of respondents Percentage Yes 80 No 8 Total Vol-I, Issue-III, March- Page - 5

8 Series 0 Chart showing toothpaste usage rate It was found that, 80% respondent using toothpaste in pune city and % using toothpowder and mouthwash etc. Table No. Consumer Brushing Pattern Brushing frequency No. of respondents Percentage Once Twice 45 Thrice 5 Total Vol-I, Issue-III, March- Page - 5

9 It was found that 60% respondent brushing once in a day, % consumers brushing twice in a day, while only % brushing thrice in a day. So brushing frequency is less in pune city, but as per the dentists advice two times brushing is compulsory for avoiding dental problem. Normally Indian people are not giving much importance to oral care, So the share of oral care industry is less in India when compare to developed countries. Table No. 4 Frequency of purchasing toothpaste Per month usage Samples Percentage One Two More than two 45 Total Vol-I, Issue-III, March- Page - 54

10 International Multidisciplinary e Journal / Kadam Bansi Santu, (46-64) (46 It was came to know that, most of the consumers buying toothpaste twice in a month, 50% consumers purchase twice, % of them purchase more than twice and % of them purchase once in a month. Table No. 5 Awareness of brands Name of Brand Colgate Close Close-up, Peps dent Dabur Anchor Ajanta Others Total No. of samples Percentage Chart showing Awareness of brands Series 0 Colgate 4 Close-up& Pepsodent Dabur 5 Anchor 6 Ajanta Vol-I, Issue-III, March- Others Page - 55

11 International Multidisciplinary e Journal / Kadam Bansi Santu, (46-64) (46 It was found that, most of the consumers 54% aware of Colgate. 5% consumers aware of close-up& close up& pepsodent. Dabur, Anchor, and Ajanta is a Indian based company have a awareness level of 6%, 4%,&% and 8% consumers aware of other brands. Table No. 6 Motivation for buying toothpaste Dentist recommendation Dentist advice Taste of brand Not interest Sales promotion Total 4 Samples Percentage 0 Motivation for buying Sales promotion Series Not Interest Taste of Brand Dentist Advice 0 It was found that, out of the total respondent % of the respondents are ready to accept dentist s suggestions, % of them were changed their brand due to the taste of brand. % of them are not interested in oral care; % of the consumers felt that this is one of the sales promotion technique. Table No. 7 Factors influenced to purchase toothpaste Vol-I, Issue-III, March- Page - 56

12 International Multidisciplinary e Journal / Kadam Bansi Santu, (46-64) (46 Factors Price Availability Packing Other Total No. of samples Percentage Series 0 Table No. 8 preference to toothpaste Preference Brand Quality Flavour Others Total No. of respondent Percentage 0 Chart showing preference to toothpaste Vol-I, Issue-III, March- Page - 57

13 International Multidisciplinary e Journal / Kadam Bansi Santu, (46-64) (46 Preference to toothpaste 4 Others Series Flavor Quality Brand 0 It was found that, % consumers preferred brand names % consumers preferred quality, % of them preferred flavour, and % preferred other factors. Brand names played an important role in selection of toothpaste in pune city. Table No. 9 Preference of an attribute Attribute Healthy tooth &gums Long lasting freshness Prevention of tooth decay Whiteness Use of natural herbs Good foam Total No. of samples Percentage Chart showing Preference of an attribute Vol-I, Issue-III, March- Page - 58

14 International Multidisciplinary e Journal / Kadam Bansi Santu, (46-64) ( Series Healthy tooth& Long gums lasting freshness Prevention of tooth decay Whiteness 6 Good foam 5 use of natural herb It was found that, % of the respondents preferred healthy tooth & gums, % respondents preferred prevention of tooth decay, 8% respondents preferred natural herbs, 5% preferred whiteness, % preferred freshness and 7% preferred good foam. Table No. Person who influenced consumer to purchase toothpaste Persons Parents Spouse Friends Kids Self Total Sample Percentage Person who influenced consumer to purchase toothpaste showing by chart Vol-I, Issue-III, March- Page - 59

15 International Multidisciplinary e Journal / Kadam Bansi Santu, (46-64) (46 Parents 5 Spouse 4 Friends Series Kids Self 0 Samples Chart showing the person who influenced consumer to purchase toothpaste It was found that, % parents are deciding authority for buying toothpaste, spouse and friends are equally influencing % and 5% consumers decide them self. Table No. Which source of promotion consumer attracted Source of promotion Advertisement Celebrity Banners Others Total Samples Percentage Source of promotion attracted to consumer 4 Vol-I, Issue-III, March- Advertisement Celebrity Banners Others Page - 60

16 It was found that, majority of the respondents 45% preferred advertisements, 5% preferred celebrity, % preferred banners and % preferred other mode of promotion. Table No. Factors makes consumers to buy toothpaste Promotion tools Samples Percentage Gifts 60 Discount Extra quantity Price off 5 Others Total 50 0 Factors makes consumer to buy toothpaste Series Gift Discount Extra Price off Others Vol-I, Issue-III, March- Page - 6

17 International Multidisciplinary e Journal / Kadam Bansi Santu, (46-64) (46 It was found that 5% customers were attracted by gifts. Discount & extra quantity attracted equally %. 5% preferred price off and 5% preferred other tools. Gifts attracted more consumers. Table No. Switching to other brand Reason for switching No. of samples Percentage Impact of packaging 5 Price rise of current brand 4 6 Scheme of brands 7 8 Advertisement impact Brand is not available 5 Try new option 4 Influence by other 8 Total 50 0 CHART SHOWING SWITCHING SW TO OTHER BRAND I Vol-I, Issue-III, March- Page - 6

18 It was found that, % consumers changed to other brand due to advertisement impact, 8% due to various schemes, 6% due to price rise, 4% due to try new brand, and % consumers influenced by others, % due to better packaging & % consumers changed due to non availability of brand. ) FINDINGS ) 80% of the consumers using toothpaste in pune city. ) 50% of the consumers are brushing twice in a day. ) Awareness level of toothpaste brand was less in pune city. People know only popular brands like Colgate, Peps dent and close-up. So they purchase only known brand. 4) Most of the consumers using only common paste for entire family due to the Indian family set-up. 5) Oral care awareness and brand awareness is less in pune city. 6) In oral care tooth powder and tooth brush dominating the Indian market. 7) Still in India rural area people are using neem and tobacco for brushing. 8) Frequency of purchasing is based on the brushing habit and members in the family. 9) Most of the consumers accepted the advice of dentist to avoid dental problem. The dentist to population ratio is :5000 in the country. It is very low ratio. ) Most of the consumers are influenced by price, then availability and then packaging. ) Parents are influencing more for buying toothpaste then friends, spouse, kids and self decision. ) Majority consumers influenced by advertising for buying toothpaste. ) Most of the consumers influenced by free gift, extra quantity and discount. 4) Switching of one brand to another brand is mainly based on advertisement impact and offers provided by the companies. Sudden increase in prices also affected to consumers to switch. Vol-I, Issue-III, March- Page - 6

19 ) CONCLUSION AND RECOMMENDATION Consumer s behaviour is not exactly predicted. Companies concentrate in analyzing the requirement of people thoroughly to satisfy and retaining consumers. Oral care market has huge potential. Increasing per capita income and awareness is driving demand of oral care products. For promoting the product consumption and creating awareness government has taken initiative like dental health camps, manufactures have to use advertising campaigns to promote higher consumption of toothpaste. Government is responsible for appointing more dentists to create awareness. Brand image, advertising and offers play an important role in purchasing toothpaste. Consumers compare with competitor product and select best one. Product attribute analysed by consumer for deciding brand. Switching of one product to other company product is based on advertising, brand name, packaging, availability and price rise etc. Companies analyse all these factors and find out the best suitable tools for promoting their toothpaste in India. BIBLIOGRAPHY Assuncao J. L; and Meyer J. R. 99, The Rational Effect of Price promotions on sales and consumption. Baw K, and shoemaker 987, The Coupon porn consumer. Bell,D. R. Chiang, J. And Padmanabhan D. 999, the Decomposition of Promotional Response. Daly and Ellen 99. Advertising Impact. Gupta Sunil 988,, Impact of sales promotion. Harish K. S.09 Consumer motivation. Rajendra. N. Market Research, New Delhi, Tata McGraw Hill. Suja.N. R. 07, Consumer behaviour Mumbai Himalaya Publishing House. Wasnik B. And Deshpande R. Out of sight, out of mind, Brand usage frequency. Wikipedia internet. Vol-I, Issue-III, March- Page - 64

STUDY OF ORAL HEALTH CARE AND BRAND ASSOCIATIONS

STUDY OF ORAL HEALTH CARE AND BRAND ASSOCIATIONS Authors: Parekh Jigar, Shah Ruchi ABSTRACT The survey was conducted to study preferences of the respondents considering various factors related to oral