Toothpaste Brand - a Study of Consumer Behavior in Dhaka City

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We would like to thank our Professor,
Mr. Prantosh Banerjee
for providing us constantguidance during our project and providing us with an opportunity to apply the concepts learnt in the course “Marketing Research
-
I” to a practical and real life situation.
 We would also like to thank all the respondents who gave their valuable time for filling up thequestionnaires and for giving valuable inputs during the exploratory research. Their unbiasedand valuable input has helped us to administer a project in which we have taken outinferences about the consumer buying behavior for toothpastes Executive Summary

Oral hygiene is sought to be one of the most necessary aspects to maintain good healthsince the pre-modern era where natural products like Neem sticks were used to maintaingood teeth. With the advancement of technology in the modern era, products liketoothpastes, mouth washes, dental floss, and teeth whiteners have been introduced.Realizing the importance of these products in consumers daily lives especially toothpastes,many companies like P & G, Hindustan Unilever etc. are planning to launch products to fightfor the share of the existing market giants. Before launching a new product in the market,the companies need to realize the factors affecting the buying behavior so as to design theirmarketing strategies to cater to the correct consumer segment(s).Initially, an exploratory research was conducted to figure out what brands of toothpastes theconsumers know about and what factors do the consumers consider while making theirpurchase decision.Then questionnaires were administered through an online survey. Two questionnaires wereadministered with one question different where the first questionnaire had one non-attributebased question while the second had attribute based question; this being done for usingmulti-dimensional scaling. Other approaches used for analysis were tabs, cross-tabs, chi-square, factor analysis, cluster analysis, etc. These statistical tools were used with the helpof MS-Excel and SPSS. The analysis from these tools helped gather useful insights uponwhat type of respondents we had, what attributes the consumers consider while making thepurchase decision, how the consumers perceive the various brands to be etc.

Table le of Contents
Background…………………………………………………………………. Page 1
Objectives…………………………………………………………………... Page 2
Research Approach……………………………………………………….. Page 3
Exploratory Research……………………………………………………… Page 7
Secondary Data……………………………………………………………. Page 9
Questionnaire Design……………………………………………………... Page 11
Project Findings……………………………………………………………. Page 20
Respondent Profile……………………………………... Page 20Chi-
square Analysis…………………………………….
Page 24
Factor Analysis………………………………………….. Page 46
Perceptual Maps………………………………………... Page 50
Cluster Analysis………………………………………… Page 60Multi-dimensional scalin
g………………………………
Page 67
Analysis……………………………………………………………………... Page 74
Limitations…………………………………………………………………... Page 76
Conclusion…………………………………………………………………... Page 76Appendix
 –
 
Data Sheet …………………………………………………… Page 77le of Contents
Background…………………………………………………………………. Page 1
Objectives…………………………………………………………………... Page 2
Research Approach……………………………………………………….. Page 3
Exploratory Research……………………………………………………… Page 7
Secondary Data……………………………………………………………. Page 9
Questionnaire Design……………………………………………………... Page 11
Project Findings……………………………………………………………. Page 20
Respondent Profile……………………………………... Page 20Chi-
square Analysis…………………………………….
Page 24
Factor Analysis………………………………………….. Page 46
Perceptual Maps………………………………………... Page 50
Cluster Analysis………………………………………… Page 60Multi-dimensional scalin
g………………………………
Page 67
Analysis……………………………………………………………………... Page 74
Limitations…………………………………………………………………... Page 76
Conclusion…………………………………………………………………... Page 76Appendix
 –
 
Data Sheet …………………………………………………… Page 77

Background
The oral care market in India is estimated to be Rs...
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