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October University for Modern sciences and Arts


Marketing Research Project

MKT 301
Determine the role of consumer Preference towards Signal

Presented to: Dr. Ahmed Ghonaim

Professor Marketing
Cairo University

Group Members:
1-Omar Khattab
2-Hashim Mohamed
3- Adham Eissa
4-Hesham El Kersh

Table of content:

I. Introduction
II. Problem definition
a. Background to the problem
b. MDP and MRP
III. Approach to the problem ( Objectives & Hypotheses )
IV. Research design
a. Type of research design
b. Information needs
c. Data collection from secondary sources
d. Data collection from primary sources
e. Scaling techniques
f. Questionnaire development and pretesting
g. Sampling techniques
h. Fieldwork

XIII. Data analysis

a. Methodology
XIV. Results
XV. Limitations
XVI. Conclusions and recommendations
XVII. References
XVIII. Exhibits
a. Questionnaires and forms
b. Statistical output
c. Lists
I. Introduction :

Marketing research is the systematic and objective identification, collection,

analysis, and dissemination of information for the purpose of assisting
management in decision making related to the identification and solution of
problems and opportunities in marketing.

Managers need information in order to introduce products and services that create
value in the mind of customers. But the perception of value is a subjective one, and
what customers value this year maybe quite different from what they value next
year. Accordingly, the attributes that create value cannot be simply deduced from
common knowledge. Therefore, data must be collected and analyzed. The goal of
marketing research is to provide the facts and directions that managers need to
make their decisions more important.

To maximize the benefit of marketing research, those who use it need to

understand the research process and limitations.

Once the need for marketing research has been established, most marketing
research projects involve these steps:

1. Define the problem.

2. determine research design
3. identify data types and resources
4. design data collection forms and questionnaires
5. determine sample plan and size
6. collect the data
7. analyze and interpret the data
8. prepare the research report

In this project, we are trying to figure out the criteria that consumers use in
evaluating toothpastes and to evaluate signal toothpaste on the those mentioned
criteria using the above mentioned steps in order to identify the buying habits of
individual people. This will help us to understand the behaviors and preferences of

II. Problem definition :

Marketing research can help Signal to increase its market share by

understanding what perceptions consumers have of their products and
how consumers develop preference toward their products.

a) Management Decision Problem :

Is signal toothpaste satisfying our customer needs or not

:b) Marketing Research Problem
To identify the criteria used by customers to purchase a toothpaste and
evaluate it on signal toothpaste.

III. Approach to the problem ( Objectives & Hypotheses )

a) Objectives :

1- To measure the criteria that consumers use for evaluating toothpastes

product category.

2- To evaluate signal toothpaste on the above mentioned criteria.

b) Hypotheses :
1- Fresh breath is the main factor that males evaluate in a

2- Whiteness of teeth is the main factors that females

evaluate when purchasing toothpaste.

3- Customers purchase signal for its cavity and gum


IV-Research design

a) Type of research design

Descriptive Research will be helpful in figuring out factors that

affects consumer preference towards signal product and how those
factors affect their brand loyalty.

B-Speciation of Information needs:

Table 1:

Variable Type of data


Fresh breath is the main factor

that males evaluate in a Factors used in evaluation :
Price, taste, Cavity and Data
gum protection , whiteness ( survey )
of the teeth and freshness


Table 2:

Variable Type of data

Whiteness of teeth is the
main factors that females Factors used in
evaluate when purchasing evaluation : Primary Data ( survey )
Price, taste,
Cavity and gum
Secondary data
protection ,
whiteness of the
teeth and

Table 3
Variable Type of data
Customers purchase
signal for its cavity Differentiation
and gum protection factors: Primary Data ( survey )

Price, taste,
Cavity and gum
Secondary data
protection ,
whiteness of the
teeth and
C) Data collection from secondary sources:

We used the internet search engine to find appropriate information about

Signal Products, its market share and information about direct competitors.

d) Data collection from primary sources:

Our team designed 100 samples of the questionnaire and was distributed to our
target Sample.

e) Scaling techniques:

• We will use non-comparative scaling techniques like the likert

• We also used comparative scaling techniques like interval,
and rank order scaling.

f) Questionnaire development and pretesting:

We took in consideration that every question should contribute to the

information needed or serve our specific purpose.

g) Sampling techniques:

Target population: People using toothpaste regularly

Sampling frame: People at malls.
Sampling unit: Individual consumers at malls
Sampling technique: Quota Non-Probability Sampling,
Sample Size: 100
Execution: Select specific shopping malls judgmentally. Set quotas by
gender (50% male and 50% Female).Use quota sampling to select mall
customers and interview them.
h) Field Work:

We went to supermarkets and asked about the factors related to

consumer preferences of toothpaste listed below. We used a personal
survey method and precisely it was the mall-intercept personal
interviews as it will be more efficient for the respondent to be
available, also as we are restricted with a minimal time frame and
costs therefore mall intercept interviews would be the best method. I
would also be able to control the data collection environment and to
control the field force which is important in to our survey.

XIII-Data analysis:

We have found that more than half of our sample doesn’t pay a great
attention to the price as a factor in their purchase of signal
The respondents had evaluated signal toothpaste as neutral concerning
its ability to whiten their teeth; however ratio between whom
agreed that signal help in whiting their teeth and those who was
neutral is very low.
Concerning signal toothpaste taste 32% of the respondents agreed that
they dislike its taste, and are not satisfied with its taste, on the
other hand they preferred close up toothpaste taste as it provides
different kind of toothpaste tastes that satisfies the needs of

A great percentage of our sample (41%) had been satisfied with signal
toothpaste ability to give them a fresh breath
More than one-third of the respondents agreed that signal toothpaste
helps in cavity and gum protection.

The majority of the respondents had agreed the signal tooth paste
doesn’t help in the maintenance of sensitive teeth.
On answering the question of which toothpaste you prefer more, most
respondents answered that they prefer close up toothpaste on
signal and colgate toothpastes, however signal came as number 2.


1- The research is limited to Cairo only

2- It was conducted on 100 respondents only.
XIV-Conclusions and recommendations

1. The results supported our hypothesis as we found respondentsranking cavity

and gum protection as number 1 in their evaluation for signal toothpaste

2. Decision maker at signal should add more tastes categories to their

toothpaste in order to satisfy the needs of those customers whom are
concerned with the toothpaste taste.

3. Signal could produce anew special toothpaste targeting those with sensitive
4. They could introduce a new signal product with low price to target c class .
They can offer plastic bag toothpaste as Shampoo products , to target D class
and create to them a new need .This will be successful through a new
advertising campaign and new low cost package .


• Mr. amr El Mahdi, Marketing Manager at Unilever Egypt

• Malhotra, N. K., Marketing Research: An Applied Orientation


a) Questionnaire:


This questionnaire is held in order to know customer preferences towards toothpaste, please
help us by filling out this survey
1) Do you use toothpaste on a regular basis?

a) Yes

b) No

If you answered no, please do not answer the remaining questions

2) How often do you purchase toothpaste?

a) Every week

b) Every month

c) Every two months

d) Other

3) Do you buy the same brand of toothpaste most of the time?

a) Yes

b) No

4) Please rank the importance of the following factors in your selection of a toothpaste

a) Price _____

b) Whiteness of teeth _____

c) Fresh breathe _____

d) Taste _____
e) Cavity protection _____

f) Sensitivity _____

5) Please evaluate Signal on the following factors.

Very high High Neutral Low Very Low

a) Price 1 2 3 4 5

b) Whiteness of teeth 1 2 3 4 5

c) Fresh breath 1 2 3 4 5

d) Taste 1 2 3 4 5

e) Cavity protection 1 2 3 4 5

f) Sensitivity 1 2 3 4 5
6) Please evaluate Colgate on the following factors.

Very high High Neutral Low Very Low

a) Price 1 2 3 4 5

b) Whiteness of teeth 1 2 3 4 5

c) Fresh breath 1 2 3 4 5

d) Taste 1 2 3 4 5

e) Cavity protection 1 2 3 4 5

f) Sensitivity 1 2 3 4 5

7) Please evaluate Close Up on the following factors.

Very high High Neutral Low Very Low

a) Price 1 2 3 4 5

b) Whiteness of teeth 1 2 3 4 5

c) Fresh breath 1 2 3 4 5

d) Taste 1 2 3 4 5

e) Cavity protection 1 2 3 4 5
f) Sensitivity 1 2 3 4 5

9) Please select the most preferred toothpaste brand

a) Signal

b) Colgate

c) Close Up

10) What is your gender?

a) Male

b) Female

11) What age range are you in?

a) 18–24

b) 25–30

c) 30–35

Q13. What is your marital status?

a) Married

b) Single

Thanks for your time