A Comparative Study On Consumer Behaviour About Colgate and Pepsodent Paste
A Comparative Study On Consumer Behaviour About Colgate and Pepsodent Paste
A Comparative Study On Consumer Behaviour About Colgate and Pepsodent Paste
I
DECLARATION
Date :
II
XXXXXXX COLLEGE,
MUMBAI - 400101
CERTIFICATE
This is to certify that the summer placement project report entitled to "A
COMPARATIVE STUDY ON CONSUMER BEHAVIOUR ABOUT
COLGATE AND PEPSODENT PASTE" is a bonafide record of the work done
by Mr. XXXXX XXXXX, Reg. No.00000000000 and submitted in partial
fulfillment of the requirements the degree of MASTER OF BUSINESS
ADMINISTRATION OF XXXXX UNIVERSITY, MUMBAI.
III
ACKNOWLEDGEMENT
"Gratitude is a memory of the Heart" and so with grateful heart, I first thank
god for his invisible guidance and grace for the successful completion of the project.
I wish to record my deep sense of gratitude & sincere thanks to Mr. XXXX
XXXXX, M.B.A., M.Com., PGDCA., staff of the Department of Management
XXXXXX College, for the enthusiastic encouragement and able guidance leading to
the successful completion of this project work.
IV
LIST OF TABLES
9 The table showing the brand, which was mostly preferred by the 40
respondents
10 The table showing the Particular reason for choosing the paste by 43
the respondents
15 The table showing the Paste which was mostly preferred by the 58
children
17 The table showing the paste which was gives more freshness to 64
the respondents
V
18 The table showing the paste which was more convenient to buy 67
in small shops by the respondents
19 The table showing the paste which was mainly used by the 70
respondents
22 The table showing the times of paste which was used by the 79
respondents per day
24 The table showing the more satisfaction towards the paste to the 85
consumer
27 The table showing getting the offers for the paste by the 95
respondents
VI
LIST OF CHARTS
9 The chart showing the brand, which was mostly preferred by the 41
respondents
10 The chart showing the Particular reason for choosing the paste 44
by the respondents
15 The chart showing the Paste which was mostly preferred by the 59
children
17 The chart showing the paste which was gives more freshness to 65
the respondents
VII
18 The chart showing the paste which was more convenient to buy 68
in small shops by the respondents
19 The chart showing the paste which was mainly used by the 71
respondents
22 The chart showing the times of paste which was used by the 80
respondents per day
24 The chart showing the more satisfaction towards the paste to the 86
consumer
27 The chart showing getting the offers for the paste by the 96
respondents
28 The chart showing to change the paste in recent days by the 100
respondents
VIII
ABSTRACT
This analysis was interpreted and valuable suggestions were given based on
the findings that could enable to improve the companies performance.
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CHAPTER I
1
Board of Directors : Reuben Mark - Chairman of the board & Chief col-palco, John
T.Chill Executive Chairman, Jill K.Conway - Visiting Scholar, Ellen M.Hancock -
Former Chairman & Chief Executive, David W.Johnson Chairman, Richard J.Kosan
Former president & Chief Executive. Delano E.Lewis, J.Pedro Rehinhard Former
Executive Vice President Financial Officer, Stephen I Sadove - Chairman & Chief
Executive.
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Profile of Pepsodent Hindustan UniLever Limited : Launched in 1993.
3
Board of Directors :
M.S.Banga - Chairman
M.K.Sharma - Vice-Chairman
* Independent
4
INTRODUCTION ABOUT CONSUMER BEHAVIOUR
THE CONSUMERS
It is not possible to anticipate and react to customers needs and desires without a
complete understanding of consumer behaviour. Discovering customers current needs is
a complex process, but it can often be accomplished by marketing research.
In reading this material, it is easy to lose sight of the fact that consumer behaviour
is not just a topic of study or a basis for developing marketing or regulatory strategy.
Consumption frequently has deep meaning for the consumer. "What a consumer
frequently buy and consume a product and times to buy the products will gives the real
picture of a consumer consumption.
THE COMPANY
A firm must fully understand its own ability to meet customer needs. This
involves evaluating all aspects of the firm, including its financial condition, general
managerial skills, production capabilities, research and development capabilities,
technological sophistication, reputation, and marketing skills. Marketing skills would
include new-product development capabilities, channel strength, advertising abilities,
service capabilities, marketing research abilities, market and consumer knowledge, and
so forth.
THE COMPETITORS
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1. If we are successful, which firms will be hurt (lose sales or sales opportunities)?
2. Of those firms that are injured, which have the capability (financial resources,
marketing strengths) to respond?
3. How are they likely to respond (reduce prices, increase advertising, introduce a
new product)?
4. Is our strategy (planned action) robust enough to withstand the likely actions of
our competitors, or do we need additional contingency plans?
THE CONDITIONS
The state of the economy, the physical environment, government regulations, and
technological developments affect consumer needs and expectations as well as company
and competitor capabilities. The deterioration of the physical environment has produced
not only consumer demand for environmentally sound products but also government
regulations affecting product design and manufacturing.
CONSUMER BEHAVIOUR
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regulatory agencies require extensive information on consumer behaviour. It should be
obvious from these examples that organizations are applying theories and information
about consumer behaviour on a daily basis. Knowledge of consumer behaviour is critical
for influencing not only product purchase decisions but decisions about which college to
attend, which charities to support how much recycling to do, or whether to seek help for
an addition or behavioural problem.
The examples also indicate the need to collect information about the specific
consumers involved in the marketing decision at hand. At its current state of
development, consumer behaviour theory provides the manager with the proper questions
to ask. However, given the importance of the specific situation and product category in
consumer behaviour, it will often be necessary to conduct research to answer these
questions. One executive explains the importance of consumer behaviour research this
way:
Understanding and properly interpreting consumer wants is a whole lot easier said
than done. Every week our marketing researchers talk to more than 400 consumers to
find out,
What attitudes they have about our products and our advertising.
Today, as never before, we cannot take our business for granted. Thats why
understanding and therefore learning to anticipate - consumer behaviour is our key to
planning and managing in this ever - changing environment.
7
Foundation, and P & G have invested millions of dollars researching consumer behaviour
and much more trying to influence it, yet none of them are completely successful.
It is important to note that all marketing decisions and regulations are based on
assumptions about consumer behaviour. It is impossible to think of a marketing decision
for which this is not the case. For example, regulations designed to protect children from
various marketing practices on the Web must be based on assumptions about childrens
ability to process information and make decisions in this environment. Likewise, a
decision to match a competitors price reduction must be based on some assumption
about how consumers evaluate prices and how they would respond to a price differential
between the two brands.
The term consumer behavirous refers to the behaviour that consumer displays in
searching for purchasing using, evaluating, disposing of product and services that they
expect will satisfy their needs. The study of consumer behaviour is the study of consumer
how individual make decision to spend the available resources (time, money, effort) on
consumption of items. It includes the study of what they buy, why they buy, when the buy
it, where the buy it, how often they buy it and use it.
We purchase goods, due to certain motives. Motives may refer to thought, strong
feelings, urge, motion, drive etc. Which make a buyer to react in the form of a decision.
Any urge which makes a person to take purchase decision is called as buying motive.
Motive is an inner urge which moves one to action. It is not a mere desire to buy.
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A buyer's purchase decisions are influenced by the four major factors which are
detailed below:
Cultural factors
Social factors
Personal factors
Psychological factors
MARKETING STRATEGY
All marketing strategies and tactics are based on explicit or implicit beliefs about
consumer behaviour. Decisions based on explicit assumptions and sound theory and
research are more likely to be successful than are decisions based solely on implicit
intuition. Thus, knowledge of consumer behaviour can be an important competitive
advantage.
REGULATORY POLICY
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The FDA staff that issued these regulations did so based on their beliefs and
knowledge about how consumers process information. If they are correct, the rules will
result in better (healthier or more economical choices by consumers. However, if they are
incorrect, both consumers and firms delivering a superior product are harmed. Clearly,
effective regulation of many marketing practices requires an extensive knowledge of
consumer behaviour.
SOCIAL MARKETING
INFORMED INDIVIDUALS
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maintenance, and parking fees, as well as risking injury from an accident, adding to
environmental pollution, and dealing with traffic jams and other frustrations. It is the
difference between the total benefits and the total costs that constitutes customer value.
MARKET SEGMENTATION
The next step is to group consumers with similar need sets. For example, the need
for moderately priced, fun, sporty automobiles appears to exist in many young single
individuals, young couples with no children, and middle aged couples whose children
have left home. These consumers can be grouped into one segment as product image are
concerned despite sharply different demographics.
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This step generally involves consumer research, including focus group interviews,
surveys, and product concept tests. It could also involve an analysis of current
consumption patterns.
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MARKETING STRATEGY
Marketing Strategy is basically the answer to the question: How will we provide
superior customer value to our target market? The answer o this question requires the
formulation of a consistent marketing mix. The marketing mix is the product, price,
communications, distribution, and services provided to the target market. It is the
combination of these elements that meets customer needs and provides customer value.
THE PRODUCT
We use the term product to refer to physical products and primary or core
services.
COMMUNICATIONS
4. What means and media should we use to reach the target audience?
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PRICE
Price is the amount of money one must pay to obtain the right to use the product.
One can buy ownership a product or, for many products, limited usage rights.
DISTRIBUTION
Distribution, having the product available where target customers can buy it, is
essential to success. Only in rare cases will customers go to much trouble to secure a
particular brand. Obviously, good channel decisions require a sound knowledge of where
target customers shop for the product.
SERVICE
CONSUMER DECISIONS
The consumer decision process intervenes between the marketing strategy (as
implemented in the marketing mix) and the outcomes. That is, the outcomes of the firms
marketing strategy are determined by its interaction with the consumer decisions process.
The firm can succeed only if consumers see a need that its product can solve, become
aware of the product and its capabilities, decide that it is the best available solution,
proceed to buy it, and become satisfied with the results of the purchase.
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THE NATURE OF CONSUMER BEHAVIOUR
This model, while simple, is both conceptually sound and intuitively appealing.
Each of us has a view of ourselves (self concept), and we try to live in a particular
manner given our resources (lifestyle). Our view of ourselves and the way we try to live
are determined by internal factors (such as our personality, values, emotions, and
memory) and external factors (such as our culture, age, friends, family, and subculture).
Our view of ourselves and the way we try to live results in desires and needs that
we bring to the multitude of situations we encounter daily. Many of these situations will
cause us to consider a purchase. Our decision, and even the process of making it, will
cause learning and my affect many other internal and external factors that will change or
reinforce our current self concept and lifestyle.
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VARIETIES OF COLGATE PASTE:-
Varieties are:
Colgate Total
Colgate Normal
Colgate Cibaca
Colgate whitening
Colgate Herbal
Varieties are:
Pepsodent 2 in 1
Pepsodent Complete
Pepsodent Gumcare
Pepsodent Whitening
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INFORMATION ABOUT THE PASTE :-
17
PEPSODENT PASTE DETAILS :-
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CHAPTER- II
RESEARCH METHODOLOGY
Research Meaning
Research is common paralance refers to research for knowledge. One can also
define research or a scientific and systematic search for pertinent with on a specific topic.
In fact research is an act of scientific investigation.
Definition
Methodology Meaning
The study is an empirical research based in survey method. The data have been
collected through questionnaire. A sample of Hundred and Fifty respondents have been
selected for the study through convenient sampling. In order to give due representations,
consumer have been selected from three different areas. Care was taken to see that
different types of consumers such as Students, Professional, Housewife etc., have been
covered in the survey.
Research Design:-
The researcher has applied the concept of descriptive research design in this
study. This study tries to describe the prospects perception & attitude towards the paste
with reference to Colgate and Pepsodent.
Primary Data:-
The primary data was collected by the researcher with the help of Questionnaire
which consists of Open ended and Closed ended questions.
Secondary data
The Secondary data was collected by the researcher with the help of books.
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Sampling
In this study the researcher used convenience sampling. The sample was
selected according to the convenience of the researcher.
Sample Size
Tools of analysis
In this study, the researcher used three types of tools they are
1. Simple Percentage
2. Chi-square Technique
3. ANOVA Technique
Simple Percentage
No. of Respondents
Percentage = x 100
Total No. of Respondents
Chi-Square Technique
(Oij Eij)2
2 =
Eij
ANOVA Technique
X1 + X2
Sample means X =
K
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NEED OF THE STUDY
In ancient days there are no toothpastes are there. Those people are using the
neem sticks to brush their teeth. But nowadays tooth paste is one of the basic necessity
and a consumer goods used all over the world. As a result the researcher was very much
interested to know the market position of Colgate & Pepsodent paste, to know the market
position of Colgate and Pepsodent paste and has undertaken this study to identify the
consumer preference and factors influencing them to purchase the toothpaste & to
identify the effective media for advertising in order to increase the sales of Colgate &
Pepsodent paste.
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OBJECTIVE OF THE STUDY
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LIMITATIONS OF THE STUDY
The results of the analysis made in this study in fully dependent on the correctness
of the introduction given by the respondents.
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