A study of consumer Behaviour in Pune city special ...shreeprakashan.com/documents/201233191727443.26. b.s. kadam.pdf · A study of consumer Behaviour in Pune city special reference

International Multidisciplinary e – Journal / Kadam Bansi Santu, (246-264)

www.shreeprakashan.com Vol-I, Issue-III, March-2012 Page - 246

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

Kadam Bansi Santu

Anantrao Thopte college and

Research Centre, Bhor, Pune

Maharashtra.

Paper Received on: 11/02/2012 Paper Reviewed on: 12/03/2012 Paper Accepted on: 28/03/2012

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, Awareness of toothpaste,

Sales promotion impact, Attribute impact.

International Multidisciplinary e-Journal ISSN 2277 - 4262



TABLE OF CONTENTS

SR.NO. CNTENTS PAGE NO. 1 Abstract 3 2 Introduction 4 3 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 10 Data analysis and interpretation 10 11 Findings of the study 24 12 Conclusions and suggestions 25 13 Bibliography 26

1) 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 82 Gms. The dentist to population ratio is 1: 35000. 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 15 %. Colgate and Hindustan Lever together account for 85% market.

2) MEANING OF TOOTHPASTE



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 diseases1

. 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.

3) HISTORY OF TOOTHPASTE

Early toothpaste: - The Greeks, and the Romans, improved the recipes for toothpaste by adding abrasives such as crushed bones and oyster shells2. In the 9th century, Persian musician and fashion designer Ziryab invented a type of toothpaste, which popularised through Islamic Spain3. The exact ingredients of this toothpaste are unknown4, but it was reported to have been both functional and pleasant to test3. 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 19 Th century.

Modern toothpaste: - An 18 th century American and British toothpaste recipe called for burnt bread. Another formula around this time called for dragon’s blood, cinnamon, and burnt alum5. By 1900, a paste made of hydrogen peroxide and baking soda was recommended for use with toothbrush. Premixed toothpaste was first marketed in the 19 th century. In 1892, Dr. Washington Sheffield of New London, manufactured toothpaste in to a collapsible tube. In New York City in 1896, Colgate &company Dental cream was packed in collapsible tube .Fluoride was added to toothpaste in 1914. In 1955, Procter & Gamble’s crest has launched its first clinically proven fluoride containing toothpaste. In 2006, Bio Repair appeared in Europe with the first toothpaste containing synthetic hydroxyl apatite. In June 2007, 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:- 1 American Dental Association Description of Toothpaste

Toothpaste 2010—04—15.

2 The History of Toothpaste and Tooth brushes.

3 Sertima, Ivan (1992) 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.



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 (1964); Lumpkin &Hawes (1985); Morrison & Roberts (1998). 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

1 To analyze the oral care awareness in pune city.



2 To analyze the use of toothpaste in pune city.

3 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

1) The study of consumer’s behaviour is important factor in sales promotion of toothpaste.

2) All consumers are aware about their oral care in pune city.

3) 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: - 150 (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.



9) DATA ANALYSIS AND INTERPRETATION

TABLE NO. 1 DISTRIBUTION OF RESPONDENTS

A –Age wise distribution of respondents

Age (in years) No. Of respondent Percentage 7--18 30 20 18--25 45 30 25--30 30 20 30 &above 45 30 Total 150 100

B—Gender wise distribution of respondents

Gender No. of respondent Percentage Male 90 60 Female 60 40 Total 150 100

1

2

3

4



C—Status wise distribution of respondents

Status No. of respondent Percentage Student 60 40 Professional 45 30 Housewife 15 10 Businessman 30 20 Total 150 100

D-- Education wise distribution of respondents

Educational Qualification

No. of Respondent Percentage

Up to xii th 37 25 Up to graduation 53 35 P G/Higher education 60 40 Total 150 100

E---Monthly income wise distribution of respondents

Monthly income (in Rs.)

Sample Percentage

Below 5000 15 10 5000--10000 30 20 10000--15000 60 40 Above 15000 45 30 Total 150 100

Table No. 2 Toothpaste usage rate

Usage rate No. of respondents Percentage Yes 120 80 No 30 28 Total 150 100



Chart showing toothpaste usage rate

It was found that, 80% respondent using toothpaste in pune city and 20% using toothpowder and mouthwash etc.

Table No. 3 Consumer Brushing Pattern

Brushing frequency No. of respondents Percentage Once 90 60 Twice 45 30 Thrice 15 10 Total 150 100

0

20

40

60

80

100

120

140

1 2

Series1



It was found that 60% respondent brushing once in a day, 30% consumers brushing twice in a day, while only 10% 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 30 20 Two 75 50 More than two 45 30 Total 150 100

1

2

3

International Multidisciplinary e

www.shreeprakashan.com

It was came to know that, most of the consumers buying toothpaste twice in a month, 50% consumers purchase twice, 30% of them purchase more than twice and 20% of them purchase once in a month.

Table No. 5 Awareness of brands

Name of BrandColgateCloseDaburAnchorAjantaOthersTotal

Chart showing Awareness of brands

Colgate

0

10

20

30

40

50

60

1

International Multidisciplinary e – Journal / Kadam Bansi Santu, (246

Vol-I, Issue-III, March-2012

It was came to know that, most of the consumers buying toothpaste twice in a month, 50% consumers purchase twice, 30% of them purchase more than twice and 20% of them purchase once in a month.

Table No. 5 Awareness of brands

Name of Brand No. of samples Percentage Colgate 81 54 Close-up, Peps dent 38 25 Dabur 09 06 Anchor 06 04 Ajanta 04 03 Others 12 08 Total 150 100

Chart showing Awareness of brands

Close-up& Dabur Anchor Ajanta OthersPepsodent

2 3 4 5 6

Series1

Kadam Bansi Santu, (246-264)

Page - 255

It was came to know that, most of the consumers buying toothpaste twice in a month, 50% consumers purchase twice, 30% of them purchase more than twice and 20%

Others

1

2

3

Series1



It was found that, most of the consumers 54% aware of Colgate. 25% consumers aware of closebased company have a awareness level of 6%, 4%,&3% and 8% of other brands.

Table No. 6 Motivation for buying toothpaste

Dentist recommendationDentist advice Taste of brand Not interest Sales promotion Total

Sales promotion

Not Interest

Taste of Brand

Dentist Advice

It was found that, out of the total respondent 30% of the respondents are ready to accept dentist’s suggestions,to the taste of brand. 10% of them are not interested inconsumers felt that this is one of the sales promotion technique.

Table No. 7 Factors influenced to

0

1

2

3

4



It was found that, most of the consumers 54% aware of Colgate. 25% consumers aware of close-up& pepsodent. Dabur, Anchor, and Ajanta is a Indian based company have a awareness level of 6%, 4%,&3% and 8%

Table No. 6 Motivation for buying toothpaste

Dentist recommendation Samples Percentage 45 30 60 40 15 10 30 20 150 100

Motivation for buying

It was found that, out of the total respondent 30% of the respondents are accept dentist’s suggestions, 40% of them were changed their

to the taste of brand. 10% of them are not interested in oral care; 20% of the consumers felt that this is one of the sales promotion technique.

Table No. 7 Factors influenced to purchase toothpaste

10 20 30 40


Page - 256

It was found that, most of the consumers 54% aware of Colgate. 25% up& pepsodent. Dabur, Anchor, and Ajanta is a Indian

based company have a awareness level of 6%, 4%,&3% and 8% consumers aware

It was found that, out of the total respondent 30% of the respondents are 40% of them were changed their brand due

oral care; 20% of the consumers felt that this is one of the sales promotion technique.

Series1



Factors No. of samplesPrice 60 Availability 46 Packing 24 Other 20 Total 150

Table No. 8 preference to toothpaste

PreferenceBrandQualityFlavourOthersTotal

Chart showing preference to toothpaste

1

2

3

4



No. of samples Percentage 40 31 15 14

100

Table No. 8 preference to toothpaste

Preference No. of respondent Percentage Brand 60 40 Quality 45 30 Flavour 30 20 Others 15 10 Total 150 100

Chart showing preference to toothpaste

0 10 20 30


Page - 257

40

Series1



Preference to toothpaste

Others

Flavor

Quality

Brand

It was found that, preferred quality, 20% of them preferred flavour, and 10% 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 &gumsLong lasting freshnessPrevention of tooth decayWhiteness Use of natural herbsGood foam Total

Chart showing Preference of an attribute

0

1

2

3

4



Preference to toothpaste

It was found that, 40% consumers’ preferred brand names 30% consumers preferred quality, 20% of them preferred flavour, and 10% preferred other factors. Brand names played an important role in selection of toothpaste in

Table No. 9 Preference of an attribute

No. of samples Percentage Healthy tooth &gums 45 30 Long lasting freshness 15 10 Prevention of tooth decay 30 20

22 15 Use of natural herbs 27 18

11 07 150 100

Chart showing Preference of an attribute

10 20 30 40

Series1


Page - 258

40% consumers’ preferred brand names 30% consumers preferred quality, 20% of them preferred flavour, and 10% preferred other factors. Brand names played an important role in selection of toothpaste in

Series1



1 Healthy tooth& 2 Longgums lasting

freshness

It was found that, 30% of the respondents’ respondents preferred prevention of tooth decay, 18% respondents preferred natural herbs, 15% preferred whiteness, 10% preferred freshness and 7% preferred good foam.

Table No. 10 Person who influenced consumer to

Persons Sample Parents 60 Spouse 30 Friends 30 Kids 22 Self 08 Total 150

Person who influenced consumer to purchase toothpaste

0

5

10

15

20

25

30

1 2



2 Long 3 Prevent- 4 Whiten- lasting ion of ess freshness tooth

decay

It was found that, 30% of the respondents’ preferred healthy tooth & gums, 20% respondents preferred prevention of tooth decay, 18% respondents preferred natural herbs, 15% preferred whiteness, 10% preferred freshness and 7% preferred good foam.

Table No. 10 Person who influenced consumer to purchase toothpaste

Percentage 40 20 20 15 05 100

Person who influenced consumer to purchase toothpaste showing by chart

3 4 5 6


Page - 259

5 use of 6 Good foam

natural herb

preferred healthy tooth & gums, 20% respondents preferred prevention of tooth decay, 18% respondents preferred natural herbs, 15% preferred whiteness, 10% preferred freshness and 7%

purchase toothpaste

showing by chart

Series1



Parents

Spouse

Friends

Kids

Self

Chart showing the person who influenced consumer to purchase toothpaste

It was found that, 40% parents are deciding authority for buying toothpaste, spouse and friends are equally influencing 20% and 5% consumers decide them self.

Table No. 11 Which source of promotion consumer attracted

Source of promotionAdvertisement Celebrity Banners Others Total

Source of promotion attracted to consumer

0

1

2

3

4

5



Samples Chart showing the person who influenced consumer to purchase toothpaste

It was found that, 40% parents are deciding authority for buying toothpaste, spouse and friends are equally influencing 20% and 5% consumers decide them

Table No. 11 Which source of promotion consumer attracted

Source of promotion Samples Percentage 67 45 38 25 30 20 15 10 150 100

Source of promotion attracted to consumer

10 20 30 40

Series1

1

2

3

4


Page - 260

Chart showing the person who influenced consumer to purchase toothpaste

It was found that, 40% parents are deciding authority for buying toothpaste, spouse and friends are equally influencing 20% and 5% consumers decide them

Advertisement Celebrity Banners Others

Series1



It was found that, majority of the respondents 45% preferred advertisements, 25% preferred celebrity, 20% preferred banners and 10% preferred other mode of promotion.

Table No. 12 Factors makes consumers to buy toothpaste

Promotion tools Samples Percentage Gifts 60 40 Discount 30 20 Extra quantity 30 20 Price off 22 15 Others 08 05 Total 150 100

Factors makes consumer to buy toothpaste

Gift Discount Extra Price off Others

0

5

10

15

20

25

30

35

40

45

1 2 3 4 5

Series1



It was found that 35% customers were attracted by gifts. Discount & extra quantity attracted equally 20% . 15% preferred price off and 5% preferred other tools. Gifts attracted more consumers.

Table No.13 Switching to other brand

Reason for switching

Impact of packaging

Price rise of current brand

Scheme of brands

Advertisement impact

Brand is not available

Try new option

Influence by other

Total

CHART SHOWING SW

I



It was found that 35% customers were attracted by gifts. Discount & extra quantity attracted equally 20% . 15% preferred price off and 5% preferred other tools. Gifts attracted more consumers.

Table No.13 Switching to other brand

Reason for switching No. of samples Percentage

Impact of packaging 15 10

Price rise of current brand 24 16

27 18

Advertisement impact 30 20

Brand is not available 15 10

21 14

Influence by other 18 12

150 100

CHART SHOWING SWITCHING TO OTHER BRAND


Page - 262

It was found that 35% customers were attracted by gifts. Discount & extra quantity attracted equally 20% . 15% preferred price off and 5% preferred

1

2

3

4

5

6

7



It was found that, 20% consumers changed to other brand due to advertisement impact, 18% due to various schemes, 16% due to price rise, 14% due to try new brand, and 12% consumers influenced by others, 10% due to better packaging & 10% consumers changed due to non availability of brand.

10) FINDINGS

1) 80% of the consumers using toothpaste in pune city.

2) 50% of the consumers are brushing twice in a day.

3) 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 1:35000 in the country. It is very low ratio.

10) Most of the consumers are influenced by price, then availability and then packaging.

11) Parents are influencing more for buying toothpaste then friends, spouse, kids and self decision.

12) Majority consumers influenced by advertising for buying toothpaste.

13) Most of the consumers influenced by free gift, extra quantity and discount.

14) 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.



11) 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. 1993, The Rational Effect of Price promotions on sales and consumption.

Baw K, and shoemaker 1987, The Coupon porn consumer.

Bell,D. R. Chiang, J. And Padmanabhan D. 1999, the Decomposition of Promotional Response.

Daly and Ellen 1993. Advertising Impact.

Gupta Sunil 1988, , Impact of sales promotion.

Harish K. S.2009 Consumer motivation.

Rajendra. N. Market Research, New Delhi, Tata McGraw Hill.

Suja .N. R. 2007, Consumer behaviour Mumbai Himalaya Publishing House.

Wasnik B. And Deshpande R. Out of sight, out of mind, Brand usage frequency.

Wikipedia internet.

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A study of consumer Behaviour in Pune city special ...shreeprakashan.com/documents/201233191727443.26. b.s. kadam.pdf · A study of consumer Behaviour in Pune city special reference