A COMPARATIVE STUDY ON CONSUMER

BEHAVIOUR ABOUT COLGATE AND

PEPSODENT PASTE

I
 DECLARATION

I, hereby declare that this project entitled to A COMPARATIVE STUDY

ON CONSUMER BEHAVIOUR ABOUT COLGATE & PEPSODENT
PASTE submitted to BHARATHIAR UNIVERSITY in partial fulfilment of the
requirements for the award of the degree of MASTER OF BUSINESS
ADMINISTRATION, is a record of original project work done by me during my
period of study in XXXXX COLLEGE , MUMBAI under the guidance of Mr.
XXXX XXXXXX., PGDCA.,

Place : Signature of the candidate

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.

Director Faculty Guide

Viva-Voce Examination Held On ____________________

Internal Examiner External Examiner

III
 ACKNOWLEDGEMENT

Doing a research work in an arduous work. I cannot in full measure

reciprocate the kindness shown and contribution made by various persons in this
endeavor. I shall remember them with gratitude.

"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.

This pleasure is a mine of gratefully acknowledgement our correspondent Mr.

XXXX XXXX whose industries and untiring work has made a value added education
available to us.

I express my sincere gratitude to the Principal of XXXXXX College Prof.

XXXX XXXXXXX, M.A., M.Phil., and our correspondent Mr. XXXX XXXXX for
providing necessary support during the period of my project work.

I extent my sincere thanks to Dr.XXXXX XXXXXX M.A., M.Phil.,

Department of Management, Director of XXXXX College and Mr. M.
RAMASAMY, M.A, B.L., Department of Management, Director Incharge of
XXXXX College.

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.

I am always grateful to other faculty member of management department for

their valuable suggestions.

I Express my thanks to the respondents for their kind co-operation in filling

the questionnaires.

Added to this, I express my indebtedness to my parents, friends & relatives

for their effective blessings & loving co-operation at all the stages of this academic
venture.

IV
 LIST OF TABLES

TABLE PARTICULARS PAGE NO

NO

1 The table showing the age group of the respondents 23

2 The table showing the sex group of the respondents 25

3 The table showing the marital status of the respondents 27

4 The table showing the type of family of the respondents 29

5 The table showing the Number of members in the family of the 31

respondents

6 The table showing the occupation of the respondents 33

7 The table showing the monthly Income of the respondents 35

8 The table showing the Grams of paste consumed by the 37

respondents in a family

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

11 The table showing the Paste which is more affordable to 46

purchase by the respondents

12 The table showing the variety of Colgate paste which was 49

preferred by the respondents

13 The table showing the variety of Pepsodent paste which was 52

preferred by the respondents

14 The table showing the sources of informations collected by the 55

respondents

15 The table showing the Paste which was mostly preferred by the 58
children

16 The table showing the final decision of purchasing the paste by 61

the respondents

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

20 The table showing the satisfaction of the current pricing of the 73

paste of the respondents

21 The table showing the satisfaction of the paste used by the 76

respondent

22 The table showing the times of paste which was used by the 79
respondents per day

23 The table showing the years to purchase the particular product by 82

the respondents

24 The table showing the more satisfaction towards the paste to the 85
consumer

25 The table showing the more satisfaction towards the total 88

performance of the paste by the respondents

26 The table showing the benefits of using the paste of the 92

respondents

27 The table showing getting the offers for the paste by the 95
respondents

28 The table showing to change the paste in recent days by the 99

respondents

VI
 LIST OF CHARTS

TABLE PARTICULARS PAGE NO

NO

1 The chart showing the age group of the respondents 24

2 The chart showing the sex group of the respondents 26

3 The chart showing the marital status of the respondents 28

4 The chart showing the type of family of the respondents 30

5 The chart showing the Number of members in the family of the 32

respondents

6 The chart showing the occupation of the respondents 34

7 The chart showing the monthly Income of the respondents 36

8 The chart showing the Grams of paste consumed by the 38

respondents in a family

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

11 The chart showing the Paste which is more affordable to 47

purchase by the respondents

12 The chart showing the variety of Colgate paste which was 50

preferred by the respondents

13 The chart showing the variety of Pepsodent paste which was 53

preferred by the respondents

14 The chart showing the sources of informations collected by the 56

respondents

15 The chart showing the Paste which was mostly preferred by the 59
children

16 The chart showing the final decision of purchasing the paste by 62

the respondents

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

20 The chart showing the satisfaction of the current pricing of the 74

paste of the respondents

21 The chart showing the satisfaction of the paste used by the 77

respondent

22 The chart showing the times of paste which was used by the 80
respondents per day

23 The chart showing the years to purchase the particular product 83

by the respondents

24 The chart showing the more satisfaction towards the paste to the 86
consumer

25 The chart showing the more satisfaction towards the total 89

performance of the paste by the respondents

26 The chart showing the benefits of using the paste of the 94

respondents

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 is research is to evaluate A COMPARATIVE STUDY ON

CONSUMER BEHAVIOUR ABOUT COLGATE AND PEPSODENT
PASTE.

The main objective of the study is to understand the consumer awareness

about Colgate and Pepsodent paste.

This study was conducted at <City> through survey method. The

respondents are giving their opinions through questionnaires. Data was collected
and analyses using Simple Percentage, Chi-Square and ANOVA method.

This analysis was interpreted and valuable suggestions were given based on
the findings that could enable to improve the companies performance.

IX
 CHAPTER I

Profile of the Colgate & Pepsodent Paste :

Profile of Colgate Palmolive Company : Launched in 1806

Colgate Palmolive company, together with its subsidiaries, engages in the

manufacture and marketing of consumer products worldwide. It operates in two
segments, oral, personal, homecare and pet nutrition. The oral, personal & home care
segment offers toothpaste, toothbrushes, mouth rinses, dental floss, and pharmaceutical
products for dentists & other oral health professionals; shower gels, shampoo,
conditioners, deodorants & antiperspirants; & liquid hand soaps; and dishwashing liquids,
household cleaners, oil soaps & fabric conditions. The pet nutrition segment produces pet
nutrition products for dogs & cats. The company sells its products to wholesale & retail
distributors, and to veterinarians and specialty pet retailers. Colgate Palmolive was
founded in 1806 and is headquartered in New York, New York.

Key Executive of Colgate & Palmolive:

1. Mr.Reuben Mark Chairman, Chief Executive Officer & Member of Finance

Committee.

2. Mr.Lan M.Cook President & Chief Operating Officer.

3. Mr.Stephen C.Patrick Chief Financial Officer.

4. Mr.Michael J.Tangney Executive Vice President, President of Colgate Maxico

& Provident of Colgate Latin America.

5. Mr.Robert C.Wheeler Chief Executive Officer of Pet Nutrition.

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.

2
Profile of Pepsodent Hindustan UniLever Limited : Launched in 1993.

Hindustan UniLever Limited, a 51% - Owned subsidiary of Anglo Dutch giant

UniLever, has been working its way into India since 1888. Indias largest consumer
goods company, Hindustan Unilever Limited markets products such as beverages, food,
home and personal care goods. Its brands include Kwality Walls ice cream, lifebuoy soap,
Lipton tea, Pepsodent toothpaste and Surf laundry detergent. Hindustan UniLever
Limited markets atta (a type of meal) maize, rice & salt and its export division ships
castor oil and fish. The company also sells bottled water and over-the-counter healthcare
products. Douglas Baillie, former president of UniLever Africa Business Group, became
the firms first expatriate leader in March 2006.

The story of Hindustan UniLever Limited has been a chronicle of attracting,

holding and moulding the finest talent in India and abroad, to shape an institution that
stands today for the highest standards of quality, innovation & service to the consumer
and the country.

Hindustan UniLever people have flourished in an environment marked by

fairness, the belief that even perfection can be improved upon, and the assurance that all
you need is merit in order to progress. That has proven a fertile soil indeed, for it has bred
people whose caliber has changed the quality of millions of Indian consumers lives.

As Hindustan UniLever Limited Chairman M.S.Banga says, we are because of

our values truth, action, courage, caring.

Key Executives of Pepsodent Hindustan UniLever Limited :

Chairman Harish Manwani CEO & Managing Director,

Douglas Baillie, Director,

Finance and IT. D Sundaram.

3
Board of Directors :

M.S.Banga - Chairman

M.K.Sharma - Vice-Chairman

A.Adhikari - Managing Director, Home & Personal Care

S.Ravindranath - Managing Director, Foods.

D.Sundaram - Director, Finance

V.Narayanan*, D.S.Parekh*, C.K.Prahalad*

S.Ramadurai*, Adithya Narayan are Non-executive Directors.

* 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.

THE MEANING OF CONSUMPTION

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

It is not possible to consistently do a better job of meeting customer needs than

the competition without a thorough understanding of the competitions capabilities and
strategies. This requires the same level of knowledge of a firms key competitors that is
required of ones own firm. In addition, for any significant marketing action, the
following questions must be answered:

5
 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

The field of consumer behaviour is the study of individuals, groups, or

organizations and the process they use to select, secure, use, and dispose of products,
services, experiences, or ideas to satisfy needs and the impacts that these processes have
on the consumer and society. This view of consumer behaviour is broader than the
traditional one, which focused much more on the buyer and the immediate antecedents
and consequences of the purchasing process. This view will lead us to examine indirect
influences on consumption decisions as well as consequences that involve more than the
purchaser and seller.

The opening examples summarize several attempts to apply an understanding of

consumer behaviour in order to develop an effective marketing strategy, to regulate a
marketing practice, or to cause socially desirable behaviour. The examples cited reveal
four main facts about the nature of our knowledge of consumer behaviour. First,
successful marketing decisions by commercial firms, nonprofit organizations, and

6
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 they think of our products and those of our competitors.

What they think of possible improvements in our products.

How they use our products.

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.

The examples also indicate that consumer behaviour is a complex,

multidimensional process. The center for Media Education, the American Legacy

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.

An advertisement targeted at the same consumers. But assumptions about

consumer behaviour are differ from one advertisement to another advertisement.

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.

The field of consumer behaviour holds great interest for us as consumer, as

marketers and as scholars of human behaviour. As consumption we benefit from in right
into our consumption related to the designers what we buy, why we buy, how we buy and
promotional influences that persuade us do buy. The study of consumer behaviour enable
us to become better that is wiser consumers.

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.

8
 A buyer's purchase decisions are influenced by the four major factors which are
detailed below:

Cultural factors

Social factors

Personal factors

Psychological factors

APPLICATIONS OF CONSUMER BEHAVIOUR

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.

Our primary goal is to help you obtain a usable managerial understanding of

consumer behaviour. The key aspect of this objective is found in the phrase usable
managerial understanding. We want to increase your understanding of consumer
behaviour in order to help you become a more effective marketing manager. We will take
a more indepth look at marketing strategy and consumer behaviour shortly.

REGULATORY POLICY

The Food and Drug Administration (FDA) ordered three manufacturers of

vegetable oil to remove claims on their labels that state that the products contain no
cholesterol are misleading even though they are true.

9
 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

Social Marketing is the application of marketing strategies and tactics to alter or

create behaviours that have a positive effect on the targeted individuals or societies a
whole. Social marketing has been used in attempts to reduce smoking, as noted above; to
increase the percentage of children receiving their vaccinations in a timely manner; to
encourage environmentally sound behaviours such as recycling; to reduce behaviours
potentially leading to AIDS; to enhance support of charities; to reduce drug use; and to
support many other important causes.

INFORMED INDIVIDUALS

Most economically developed societies are legitimately referred to as

consumption societies. Most individuals in these societies spend more time engaged in
consumption than in any other activity, including work or sleep (both of which also
involve consumption) Therefore, knowledge of consumer behaviour can enhance our
understanding of our environment and ourselves. Such an understanding is essential for
sound citizenship, effective purchasing behaviour, and reasoned business ethics.

MARKETING STRATEGY AND CONSUMER BEHAVIOUR

To survive in a competitive environment, an organization must provide target

customers more value than is provided by its competitors. Customer Value is the
difference between all the benefits derived from a total product and all the costs and risks
of acquiring those benefits, depending on the person and the type of car, including
flexible transportation, image, status, pleasure, comfort, and even companionship.
However, securing these benefits requires paying for the car, gasoline, insurance,

10
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

A market segment is a portion of a large market whose needs differ somewhat

from the larger market.

Market Segmentation involves four steps:

1. Identifying product related need sets.

2. Grouping customers with similar need sets.
3. Describing each group.
4. Selecting an attractive segment(s) to serve.

NEEDS OF CONSUMER BEHAVIOUR:-

PRODUCT RELATED NEED SETS

Organizations approach market segmentation with a set of current and potential

capabilities. These capabilities may be a reputation, an existing product, a technology, or
some other skill set. The term need set is used to reflect the fact that most products in
developed economies satisfy more than one need. Thus, an automobile can meet more
needs than just basic transportation.

CUSTOMERS WITH SIMILAR NEED SETS

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.

11
 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.

12
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

A Product is anything a consumer acquires or might acquire to meet a perceived

need. Consumers are generally buying need satisfaction, not physical product attributes.

We use the term product to refer to physical products and primary or core
services.

COMMUNICATIONS

Marketing Communications include advertising, the sales force, public relations,

packaging, and any other signal that the firm that the provides about itself and its
products. An effective communications strategy requires answers to the following
questions:

1. With whom, exactly, do we want to communicate?

2. What effect do we want our communications to have on the target audience?

3. What message will achieve the desired effect on our audience?

4. What means and media should we use to reach the target audience?

5. When should we communicate with the target audience?

13
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

Service refers to auxiliary or peripheral activities that are performed to enhance

the primary product or service. Thus, we would consider car repair to be a product
(Primary Service), while free pickup and delivery of the car would be an auxiliary
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.

14
THE NATURE OF CONSUMER BEHAVIOUR

It is Conceptual model. It does not contain sufficient detail to predict particular

behaviours; however, it does reflect our beliefs about the general nature of consumer
behaviour. Individuals develop self-concepts and subsequent lifestyles based on a variety
of internal (mainly psychological and physical and external (mainly sociological and
demographic) influences. These self - concepts and lifestyles produce needs and desires,
many of which require decisions to satisfy. As individuals encounter relevant situations,
the consumer decision process is activated. This process and the experiences and
acquisitions it produces in turn influence the consumers self concept and lifestyle by
affecting their internal and external characteristics.

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.

Consumer behaviour seem simple, structural, conscious, mechanical, and linear. A

quick analysis of your own behaviour and that of your friends will reveal the fallacy of
this perception. Consumer behaviour is frequently complex, disorganized, non conscious,
organic, and circular. Unfortunately, we must present it in a relatively simple, linear
manner due to the limitations of written communications. As you look at the model and
read the following chapters based on this model, continually relate the descriptions in the
text to the rich world of consumer behaviour are External Influences like culture, sub
culture, demographics, social status, reference groups, family, marketing activities and
Internal Influences perception, learning, memory, motives, personality, emotions and
attitudes.

15
VARIETIES OF COLGATE PASTE:-

Varieties are:

Colgate Total

Colgate Normal

Colgate Active Salt

Colgate Cibaca

Colgate Maxfresh Gel

Colgate whitening

Colgate Herbal

VARIETIES IN PEPSODENT PASTE

Varieties are:

Pepsodent 2 in 1

Pepsodent Complete

Pepsodent Gumcare

Pepsodent Whitening

Pepsodent Center Fresh

16
INFORMATION ABOUT THE PASTE :-

COLGATE PASTE DETAILS

BRAND GRAMS PRICE

Colgate Normal / Regular 50 Rs.14
100 Rs.27
200 Rs.47
20 Rs.6
Colgate Active Salt 50 Rs.14
100 Rs.27
200 Rs.50
Colgate Cibaca 50 Rs.9
100 Rs.16
200 Rs.26
Colgate Maxfresh gel 50 Rs.14
100 Rs.28
150 Rs.44
Colgate Whitening 100 Rs.28
150 Rs.44
Colgate Herbal 100 Rs.28
50 Rs.14

17
PEPSODENT PASTE DETAILS :-

BRAND GRAMS PRICE

Pepsodent Complete 20 Rs.6
40 Rs.11
80 Rs.22
175 Rs.44
Pepsodent Whitening 40 Rs.11
80 Rs.22
175 Rs.44
Pepsodent 2 in 1 80 Rs.27
150 Rs.46
Pepsodent Gumcare 150 Rs.55
Pepsodent Center fresh 80 Rs.28

18
 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

Research and more define research as a Systematized Effort to Gain

Knowledge.

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.

Methodology of Data Collection:-

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.

19
Sampling

In this study the researcher used convenience sampling. The sample was
selected according to the convenience of the researcher.

Sample Size

In this study the researchers sample size is 150.

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

SS between = n1 (X1 X )2 + n2 (X2 X )2

SS within = (X1i - X1)2 + (X2i - X2)2

SS for total variance = (Xij - X)2

SS for total = SS between + SS within

20
 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.

21
 OBJECTIVE OF THE STUDY

To identify the consumer buying behaviour.

To identify the factors influencing the consumer.

To determine the consumer satisfaction towards the product.

To study the respondents opinion towards the product.

22
 LIMITATIONS OF THE STUDY

Time taken for the study was very limited.

The study is relevant to Colgate & Pepsodent paste only.

Sample size is limited to 150.

The results of the analysis made in this study in fully dependent on the correctness
of the introduction given by the respondents.

23