Sie sind auf Seite 1von 33

Republic of the Philippines CAVITE STATE UNIVERSITY BACOOR CAMPUS Queensrow Central, Bacoor Cavite, Philippines TEL#872-5308/8872-5136

CONSUMER PREFERENCE ON TOOTHPASTE BRANDS IN SELECTED BARANGAYS OF BACOOR, CAVITE.

An undergraduate Thesis presented to the faculty of Cavite State University- Bacoor Campus

In Partial Fulfillment of the Requirements for the Degree in Bachelor of Science in Business Management Major in Marketing

Leajean J. Farparan January 2012

CHAPTER 1 THE PROBLEM AND ITS BACKGROUND Introduction Consumer is a broad label for any individuals or households that

use goods generated within the economy. It is the most important element of the business, as a social group, it is universal and has always been a good topic for investigation of particular interest to some of its implication on social, economic, political and moral life. The individual consumer has a set of preferences and values whose determination are upon their culture and tradition, education and individual taste, whether they reach the level of satisfaction or not. Consumer is king --the statement carries profound truth in it. Today, the success of any firm depends upon the satisfaction of consumers. For satisfying the consumers, the firm should know about the behavior of the consumers. In these circumstances understanding consumer is a very difficult task because of the changing technology, innovation, and changes in life style. Researchers conducted much research in different areas and they give only few suggestions, but there is no final conclusion. As per the ideas given by the researchers, there are two factors influencing the consumers such as intrinsic and extrinsic factors. It is difficult to classify consumers by conventional socio-economic factors and unless their thought process and buying behavior are fully understood, decisions on product designs and packaging, branding, and distribution channels are likely to be misplaced. With the inevitability of change looming large over the horizon, toothpaste companies must learn from other

counterparts; not only to identify the sources, timing, and direction of the changes likely to affect toothpaste brands, but also the new competencies and perspective that will enable them to respond to these changes, comprehensively and effectively. This study mainly focus on understanding the consumer preference in terms of its demographic, social, cultural price, quality, product attributes, for buying toothpaste. The market share of any product is highly determined by the purchasing behavior of the consumers. Consumer preference defined as the subjected, it is also the power or ability to choose one thing over another with the anticipation that the choice will result in greater satisfaction greater capability or improved performance. It largely depends on the convenience in purchasing at the marketplace along with the availability of additional services, attraction for children and affordability. Toothpaste is the larger sector when it comes in oral hygiene that worth billions in 2008 as a mature market, tooth paste is forecast to grow by a compound annual rate (CAGR) of only 2.2% in the 2008 -13 period, the most dynamic segments of the oral care market. Oral care is undergoing significant changes with innovative and fresh products motivating people to alter their oral hygiene habits. Toothpaste markets comprises of several large and medium international and domestic players competing fiercely in the highly crowded and fragmented marketplace. There is a large presence of both branded and private level companies. Major Player seek to position their products on the basis of value addition, functionality, price premium and to a certain extentpackaging. Grocery stores, convenience store, sarisari store and supermarkets are one of the familiarize place where we can find it.

Located throughout the country and their sizes and range often vary. It usually offers a product at low prices by reducing their economic margins. Certain products are occasionally sold as loss leaders that are with negative profit margins. To maintain the profits, they attempt to make up for the lower margins by a higher overall volume of sales and with the sale of higher margin items. There may be many product characteristics that influence consumer choice: special features, performance, design, brand image, price, availability, etc. However, some of the talking points that are so highly valued by product makers are often dismissed by customers as mere table stakes - the qualities needed to simply get in the game. Many of today's enlightened consumers expect their products to be the best and safe. For the marketer of products, understanding what product qualities actually causes a consumer to open his or her wallet requires research and an open mind. These often-inscrutable qualities that cause someone to pick this over that are 'drivers of preference'. Furthermore, it is a model that presents the qualification in motivating the consumer purchase from grocery stores display. Price, quality of the display space, point-of-sale merchandising and display allocation are controlled to isolate its effects upon buying toothpaste brands on selected Barangays of Bacoor Cavite. At present, many of them are finding a lot of research to appreciate and predict the possible preferences of consumer in buying a product at a time. Store owners somehow focus on this matter, on how consumers make decisions, their feedback and understanding costumer value; these are all reflected to the consumer preferences. This

is a necessity in order to obtain the most efficient and effective marketing tools and strategies to capture its target market. The researcher seeks to study the Consumer Preferences on toothpaste brands in selected Barangays of Bacoor Cavite. Objectives of the Study This research was an attempt to find out the consumer preference on toothpaste brands in selected Barangays of Bacoor Cavite. Specifically, this study aims to: 1. Determine the socio-economic characteristics of the respondents. 2. Determine the toothpaste according to their brands. 3. Identify the preferences of the respondents on the toothpaste brands. 4. Determine the factors affecting the preferences of the respondents in buying toothpaste. 5. And to identify the problems encountered by the respondents in buying and to suggest the feasible solution.

Statement of the Problem This thesis tries to determine the consumer preference on toothpaste brands in selected Barangays of Bacoor Cavite. On the Market aspect particularly the researcher seek to answer the following questions.

1. The Socio-economic characteristic of the respondents. y y y y y Age Gender Occupation Education Income

2. What are the brands of toothpaste that most consumers preferred? 3. What are the preferences of the respondents in toothpaste brands? 4. What are the factors affecting the preferences of the respondents in buying toothpaste? 5. What are the problems encountered by the respondents in buying grocery items in the selected grocery items of Bacoor Cavite?

Significance of the Study The study of Consumer Preferences on toothpaste brands in the selected Barangays society: Business Owners/Managers. The researchers find the findings useful as the effective and efficient information to be use in marketing strategies and promotions, this study will encourage them to look for further action for their consumers. Marketing Students. To enhance their knowledge and entrepreneurial skills as well, this is but a small contribution from the Dakar framework for action. This states of Bacoor Cavite gives insight as a learning paradigm to the following

that not only basic education must be learned by todays students but acquisition of leaning skills and knowledge for gainful employment and full participation in countrys economy. Consumers/Individuals. Through this study, they can be more aware of the process and possible strategies used by the store managers/owners which based to the studies about them.

Scope and Delimitation The study will highlight the consumer preference on toothpaste brands on the selected Barangays of Bacoor Cavite, in order to analyze the management problems which provide insights and information to the owners of the stores owners the individual consumers. However, in this case, the researcher decided to focus on the toiletries category by selecting the toothpaste products, in order to limit the study for exact and detailed information. Through the use of survey questionnaires and some actual interviews the study covers the month of January to February 2012. as well as

Operational Terms The researcher will validates that the important key terms must be clearly defined operationally, on how they are used in the study in order to understand the problem easily and to avoid ambiguous meaning to the terms which can be otherwise interpreted in different ways. The key terms must be in the following: Brand Name. It is a specialized mark used to distinguish products from each other in a particular study. Consumer. They are the one who purchase the selected household items in the supermarkets. Consumer Preference. It refers to the choices that result in greater satisfaction. Household Items. It is the particular products choose by the respondents. Respondents. They are the one who refutes or responds to a thesis or an argument in question. Socio-economic characteristic. It pertains to the educational attainment, income, occupation, and the wealth of the respondents. Toiletries. This are the items/products used for beautification and in personal hygiene of the respondents. Toothpaste. It is the selected products of the researcher to limit the particular study. It is also a paste or gel used with a toothbrush as an accessory to clean and maintain the aesthetics and health of teeth.

CHAPTER 2 Review of Related Literature

Related Literature In nearly all trading areas, population and income are increasing. The food business, under these conditions will continue to sell more foods in each year. Present population trends indicate hat in the next ten years there will be a 15% increase in buyers, or for every 100 customer today, there will be 115 ten years from now. Population increase is due in part to a lengthened life span, older people and to the greater extent, to a continuing increase in the birth rate. This means more foods for senior citizens and babies. The current birth rate is approximately four million per year. The predictions are for an increase to six million per year. In terms of the food industry, this means an increase of 50% in the baby food business. To the manufacturer this means greater share of the increase with new products, better packaging, and another innovations. To the retailers, this means more products and more shelf space devoted to baby foods and non-food items. More families and more children means more pets which in turn forces bigger food sections. Another factor affecting food buying is the working housewife. About 30% of the working force is composing of women, married and single. The working housewife adds two factors: increased family income and a greater demand for built-in

maid service. As family income increases, the demand for better quality and greater convenience is increased since the cost is no longer a critical factor. (Sassatelli, 2007) At the same time, consumers have many choices of where and from whom to buy merchandise. Sometimes they might buy from an individual --- at a garage sale or flea market, in an online auction, or by responding to a classified ad, for example. Most of their purchase however will be made from retailers, merchants who are in business to sell to consumers. Many different retailers can meet your shopping needs, whether they offer goods in local stores in catalog, on the internet or through some combination of the tree. Choosing a retailer can be just as important as choosing the product itself. However, consumer often saves money by comparison shopping, or checking several alternatives to make sure they are getting the best price on an item. Depending on what shopping for, their alternatives might include different retailers, different brands or a style of a product, different size packages, and so on. (Lowe, 2010) The first step in constructing a consumption aggregate is to simply add up the values of different types of consumption. However, before this can b done, a common reference period has to be established for all items, and values have to be imputed in cases in which they are not available. (1) FOOD CONSUMPTION sub aggregate is constructed through the aggregation of (i) food purchased in marketplace (ii) Food that is home produced (iii) food items receives as a gifts or remittances from other households and (iv) food received as in-kind payment from employers. Many households, in addition to consuming goods and services procured in the market, also produced for the market or home consumption. Home production presents

both theoretical and practical challenges that relate to determining the appropriate its value. (2) NONFOOD CONSUMPTION ---- Most survey collect data only on purchased nonfood items and do not consider home product. Data generally are collected on a wide range of items. (Kenkel, 2010) The different groups of consumers believe that different store attributes are important. Therefore, store attributes appears to be a promising market segmentation criterion. In this sense, their work focused on store attributes as a possible criterion to segment the shoppers. They started by analyzing the importance of consumer segmentation to the retailers. After reviewing the literature of market segmentation, a segmentation analysis of clothing and apparel shoppers in India was performed. First, a hierarchical cluster analysis was carried out, and then k-means cluster analysis identified three meaningfully differentiated customer groups. Further, a classification tree analysis was performed to identify the store attributes that differentiated the clustered groups. Finally, three clusters of Indian shoppers, namely, economic shoppers, convenient shoppers and elegant shoppers were identified. Management was pointed out. (Sivakumar, 2009) For satisfying the consumers the firm should know about the behavior of the consumers. In these circumstances understanding consumer is a very difficult task because of the changing technology, innovation, and changes in life style. Researchers conducted much research in this area, and they give only few suggestions, but there is no final conclusion. As per the ideas given by the researchers, there are two factors influencing the consumers such as intrinsic and extrinsic factors. It is difficult to classify consumers by conventional demographic factors and unless their thought process and

buying behavior are fully understood, decisions on product designs and packaging, branding, and distribution channels are likely to be misplaced. With the inevitability of change looming large over the horizon, Indian companies must learn from their Western counterparts; not only to identify the sources, timing, and direction of the changes likely to affect India, but also the new competencies and perspective that will enable them to respond to these changes, comprehensively and effectively. This study mainly focus on understanding the external factors like demographic, social, cultural price, quality, product attributes, etc., for buying toothpaste. The market share of any product is highly determined by the purchasing behavior of the consumers. The following study is conducted by the researcher to find out the behavior of the consumers, to analyze the preference of consumers, and consumer awareness. (Panchanatham et. al 2010) The Poznan University of economics aims to examine the average price of toothpastes available on Polish cosmetic market in order to asses used pricing strategies by several large and medium international and domestic toothpastes producers. The 8 leading cosmetics market participants include: Procter&Gamble (Blend-a-med), Colgate-Palmolive (Colgate, Colodent, Flurodent), Unilever (Signal), Henkel (Vademecum, Denivit), GlaxoSmithKline (Aquafresh, Parodontax, Sensodyne), GABA International (Elmex, Meridol, Biodent), Church&Dwight (Pearls Drops) and Dr. Theiss Naturwaren (Lacalut). Polish cosmetics market is a very large, and because of the ongoing battle to hold on loyal but at the same time wins new clients, a profit table one. Strong inside competition on domestic market broadens and expands the range and diversity of cosmetic products. Toothpastes producers act in the highly crowded and fragmented marketplace. There is a large presence of both branded and private

label companies. Major players seek to position their products on the basis of value addition, functionality, price premium and to a certain extent packaging. Polish consumers increasingly expect high-quality cosmetics at relatively low prices. That is the main reason why the examination of used pricing strategies is so important and taken under deep consideration in this article. The results showed that dominant strategies are: penetration pricing, loss leader, price leadership, psychological pricing as well as bundling and quantity discounts strategy. Moreover, the sales value of toothpaste has been estimated at the level of 698 mln PLN annually, which is 11 mln litres of toothpastes per year. The leader of value and quantity sale is Blend-a-med, produced by the Proctor and Gamble (suitably 27% and 28% of market share), second one is Colgate (20% of the market share in value and quantity sale), then Colodent (12% and 20% of market share in value and quantity sale). They comprise 31% quantity and 41% of value sale. The toothpaste market in Poland is strongly developed, and toothpaste consumption per person is similar to that in Western Europe. Therefore one should not count on aggressive quantity growth. However its value can increase, considering wider offer of specialist toothpaste. (Malinowska 2010) The toothpaste is divided into few basic categories depending on their application, such as: refreshing, whitening, herbal, desensitizing, anti-caries (caries prevention-cavity protection) anti-tartar activity (reduction of calculus formation) multicare (multi-benefits) gum protecting and intended for children. (Davies et.al 2008) Purchase of toothpastes is mainly driven by individual habits, inclination towards particular flavor and familiarity with product. The toothpaste market is generally not price sensitive and brand loyalty plays an important role for majority of customers. Currently

nearly 97% of the population in developed countries uses at least one variety of toothpaste. This gives marketers virtually no space to expand their market with the new users. Consequently, adding or increasing value to the product is the preferred alternatives. Technological progress made in recent years altered the toothpaste segment into one that offers additional benefits such as fresher breath, healthier gums and whitens teeth, besides just fighting cavities. Going Through the counters where the various toothpaste brands are stocked in a typical stores, one can notice the considerable price differences that exist between the various toothpaste varieties. This applies even for similar quantities of toothpaste. Some of the price differences we see can be very substantial, so that one brand of toothpaste costs as much as 50% more than another brand of the same quantity of the same products. (Mahoney 2010) They conduced to develop a marketing strategy for a modern food/grocery market based on consumer preferences and behavior. A total of 101 households having sufficient purchasing power were personally surveyed with a structured questionnaire. These households are spread across the well - developed Gomtinagar area of Lucknow city. Simple statistical analysis such as descriptive statistical analysis, frequency distribution, cross tabulation, analysis of variance, and factor analysis to assess the consumers' preferences for food and grocery products and market attributes were carried out. The result shows that the preferences of the consumers clearly indicate their priority for cleanliness/freshness of food products followed by price, quality, variety, packaging, and non-seasonal availability. The consumers' preference of marketplace largely depends on the convenience in purchasing at the marketplace along with the

availability of additional services, attraction for children, basic amenities and affordability. Results suggest that most of the food and grocery items are purchased in loose form from the nearby outlets. Fruits and vegetables are mostly purchased daily or twice a week due to their perishable nature, whereas grocery items are less frequently purchased. (Moorthy et.al, 2009) Data monitors 2009 consumer survey asked respondents how important they felt a variety of attributes in oral care products were. Value for money and the product's promise (i.e. efficacy) were the two claims most valued by consumers globally, with 74% and 63% respectively stating that these were important elements to them. In many ways, these two claims are closely linked, as consumers will be willing to invest more money in oral products if they are perceived to be effective; value for money does not necessarily mean that only low cost products are appealing, merely that the product has been assessed as being worth its price point. Attributes consumers professed to having least concern about were product packaging design (18% of respondents stating as important) and professional endorsements (23%). While the former highlights the appeal of product formula over packaging, the latter is interesting, as it highlights consumer skepticism in endorsements, even though many oral care companies use dentists and hygienists in advertisements to encourage consumers to believe in the efficiency of their products. The high regard consumers have for product promise, though, shows that this is important to them; perhaps they would rather find this out for themselves, or by positive word of mouth, than see a professional endorsement. When shopping for food, consumer considers the quality as well as price. In general, avoid purchasing any food that looks damage, they dont buy dented cans or

torn bags or boxes .Checking the safety seals and intact. Making sure that frozen foods are solidity frozen and are m not coated with ice crystals. Which could indicate that the products thawed and was refrozen (Olson, 2008) As a consumer, you make dozen of decision every day. How you make those choices affects the quality of your life and whether or not you satisfy your goals. Examining the way you make decision can help you to be a more effective consumer. Chances are some of your consumer decisions are made without much thought. A purchase made on a whim. Without planning is called an Impulse purchase. Marketers encourage impulses purchase. For instance they design brightly colored appealing packages, and position eye catching displays near the checkout counter. Another way of making decisions is on the basis habit. People get a habit of buying a certain product or shopping at a certain store. Habit is not necessarily a poor basis for decision making. Used for minor or routine purchases, it cans simply your life. At times however habit can keep you from considering other possibilities that may be better. (Annette, 2008) Often Budgeting is misunderstood. Many people think the following a budget means depriving yourself of all the things you want. Some believe that budgets are only for those who have a lot of money ---- or very little money some think that a budget is a plan that someone creates for you and make the consumer follow. None of these beliefs are true. Rather than being dictated to the consumer, a budget is all about making your own choices, its simply a plan for saving and spending the money in ways that best meet their needs and wants. Furthermore, having a budget

is helpful no matter how large or small their income. If its created and used effectively, a budget can help the consumer by the following study results. (1) Avoid running out of money between paychecks. (2) Evaluate the spending habits and make better choices (3) Set aside savings for unexpected expenses. (4) Work towards the financial goals. (Malouf, 2008) There are few factors, which determine the price of toothpastes. One factor that plays a major role in determining the price of toothpaste is the place of its production. It is a noticeable trend that products made in the orient can come at significantly lower prices than products made in the west. It is connected with the cost of labour (an important factor in factory production) between the east and west. Next factor that plays a major role in determining the price of toothpaste is its producer. The big manufacturers, who have established a name for themselves strong client bodies made up of people who truly trust their products can afford to sell their products at substantially higher prices, and still attract people to buy those products. Another factor that plays a major role in determining the price of toothpaste is the ingredients that go into the making of the toothpaste. The basic ingredients of toothpaste remain more or less the same across board, but there are other additives that vary from product to product, and it is those that can cause the price differences. (Mahoney, 2010)

While toothpaste is essential for oral health, some toothpaste can also cause problems. Nearly 20% of the population suffers from small painful oral ulcers called canker sores or aphthous ulcers. Recent research suggests that a detergent found in 99 percent of all toothpastes called SLS (Sodium Lauryl Sulfate) may induce canker sores

in twenty percent of the population. While almost all toothpastes contain SLS, a handful of toothpastes do not. Of these we recommend Enamel Saver Toothpaste. We have found many people dramatically reduce their canker sore attacks by using this toothpaste.

Another common problem associated with toothpastes is tooth sensitivity. Sensitive teeth produce pain or discomfort when exposed to hot or cold foods, liquids, and sweets. Baking soda found in some toothpaste and highly salted foods will also cause discomfort in people with sensitive teeth. Teeth become sensitive when tooth enamel is worn away, exposing the underlying permeable tooth layer, known as dentin.

Many types of toothpaste are too abrasive and actually strip away tooth enamel which never grows back. In fact, the first thing dentists will do for patients suffering from sensitive teeth is to have them switch to a less abrasive toothpaste. Toothpastes abrasiveness is measured by its Relative Dentin Abrasivity (RDA).

(www.saveyoursmile.com)

Synthesis of the Study The researcher is required to gather such data, to strengthen the actual research being made, based on its literature and latest studies. In part of this research are their classifications (local and foreign). Related studies tend to specify the latest and conceptualized studies wherein it is based upon the observation and ideas in order to construct a different theory. Related literature tends to analyze its operational, wherein it is based upon their own experience, typically it was on the books and other literature that was already published, and furthermore it has a complete thought with other references. Through this, the researcher will be able to prove that this research ( Consumer preference on toothpaste brands in selected Barangays of Bacoor Cavite) is good enough to canalized and understand that the consumer preferences, classified toothpaste according to their brands and the behavior and decision in buying of the consumers are manipulated by the socioeconomic factor of the respondents.

CHAPTER 3 Research Methodology

The researcher collects the structured process of conducting a research. A system of broad principles or rules from which specific methods or procedures may be derived to interpret or solve different problems within the scope of a

particular discipline in determining the preferences of the consumer on toothpaste brand in selected Barangays of Bacoor Cavite.

Research Design The researcher will use the descriptive research design. It composes of different procedures that will be used to obtain evidences to answer a particular question under several conditions and/or situations. This study aims to describe the consumer preferences toothpaste brands in selected Barangays of Bacoor Cavite that illustrate the focal point of the study by the process of fact findings with the sufficient analysis in order to meet the objectives of the study. In this case, the researchers theories and studies will prevail, by measuring things as they are. The Researcher will employ the descriptive design for it is concerned with the condition of relationships that subsist, practices that prevail, beliefs and processes that are going on, effects that are being felt or trends that are developing.

This study is supplemented by structured questionnaires, interviews and observations, to gather information that comes from the possible respondents Bacoor Cavite.

Respondents of the Study The respondents of this study are the 100 consumers of toothpaste products who are official residents of the selected Barangays of Bacoor Cavite were the study will be conducted. The researcher decided to choose this Area and respondents for it is accessible for the subjects for the study. Sampling and Sampling Techniques In determining the sample size, the researcher will use the slovins formula. The total number of population is 171,921 who are the official residence of the selected barangays referred as the respondents of the study. But the researcher considered only 100 respondents out of 171,921 which is equivalent to .00058 of the total population. The researcher decided to use the area sampling where it is the process of selecting the respondents randomly by area ; a method in which an area to be sampled is sub-divided into smaller blocks that are then selected at random and then again subsampled or fully surveyed. This method is typically used when a complete frame of reference is not available to be used. In terms of the selection of respondents, the researcher will use the purposive sampling, to select the respondents according to the researchers criteria. Five barangays will be chosen as the place of the study wherein

the majority of the stores who sales the toothpaste brands are located. The population is composing of top 5 barangays namely: and Panapaan IV. This is used to ensure that the different groups of the population are adequately represented to the sample. (Table 1) DISTRIBUTION OF THE RESPONDENTS BARANGAYS Habay I Mambog I Mambog IV Molino III Panapaan IV TOTAL FREQUENCY 39,058 36,919 28,805 51,550 15,594 171,921 PROPORTION 23 21 17 30 9 100 Habay I, Mambog I, Manbog IV, Molino III,

Formula:

Sample proportion: Formula: n/Nx100

Where: n = 171,921 1 + 171,920 (.10) n = 171,921 1720.21 n = 99.94 /100

Where: 100/ 171,921 x100 = .00058%

Where Fr = frequency number of the respondents .00058% = sample proportion, all frequencies under .00058% are in the sample total is 100. The table shows that the respondents are stratified according to the barangays. The sample of 100 is taken from every stratum based on their barangays.

Research Instrument Primary data will be obtained through the use of questionnaire method of data collection to answer properly the necessary information that was needed to complete the study in determining the preferences of the consumer in buying toothpaste in the selected Barangays of Bacoor Cavite. It is both an open ended type, which designed to encourage a full, meaningful answer using the subject's own knowledge and/or feelings of the respondents. And the close ended type which encourages a short or single-word answer, essential to answer the basic information needed by the researchers. These certain types of questions are selected in order to classify the possible answer of the respondents in Bacoor Cavite. Secondary data will be gathered from libraries and internet to provide the necessary information needed by the researcher.

Data Gathering Procedures The researchers will conduct a survey, through different types of questionnaires which includes the socio-economic characteristics of the respondents, the toothpaste products according to their brands, the preference of the respondents in buying toothpaste, the factors affecting the preference of the respondents in buying and the problem encountered by the respondents. Aside from that, the researchers will also use an interviews, and physical observations to determine the consumer preferences, in order to analyze the situation that will give the right and detailed information to the researchers.

Statistical Treatment The researcher will use descriptive analytical tools such as frequency count, weighted mean, percentage, and ranking in presenting and analyzing the socio economic characteristics of the respondents, the toothpaste products according to their brands, the preference of the respondents in buying toothpaste, the factors affecting the preference of the respondents in buying and the problem encountered by the respondents. 1. Percentage - This is use to set a percentage of the socio-economic profile of the respondents such as, educational attainment, occupation, income and wealth.

Formula: F P = ----- x 100 N

Where:

P = percent F = frequency N = total number of the respondents

2. Weighted mean - This is use to determine the level of awareness and problem on buying toothpaste products in selected Barangays of Bacoor Cavite.

Formula:

w. x X= N
Where: w = weight x= frequency N = total number of respondents

SURVEY QUESTIONNAIRE CONSUMER PREFERENCE ON TOOTHPASTE BRANDS IN SELECTED BARANGAYS OF BACOOR CAVITE.

I. SOCIO-ECONOMIC PROFILE Name: (optional) ______________________________________________ Address: ____________________________________________________ Direction: Please check the following question to designate your preferences in buying the toothpaste brands. 1. Gender Male 2. Age Below 15 15 25 25- 35 3. Educational Attainment No Formal schooling High School College 4. House hold size: Please specify _____________________________ 5. Income/ month Below 1,000.00 1,001.00 2,000.00 2,001.00 4,000.00 4,001.00 6,000.00 6,001.00 8,000.00 8,001.00 10,000.00 10,001.00 12,000.00 12,001.00 14,000.00 14,001.00 15,000.00 15,001.00 above Elementary Vocational 35 - 45 45 - 55 55 and above Female

II. BRAND FAMILIARITY 1. What particular toothpaste do you prefer to buy? Please check ( only one. A. Philippine made toothpaste  Lamoiyan Corporation Happee toothpaste B. Foreign made toothpaste  Unilever Close Up  Procter & Gamble Gleem  Colgate Palmolive Colgate  GlaxoSmithKline Aquafresh  Church and Dwight AIM toothpaste  Gaba Internatonal Meridol  Novamin Technology Oravive toothpaste Others please specify: _________________________ Macleans Sensodyne Mentadent Pepsodent Signal Zest O Corporation BEAM toothpaste ) and choose

Oral B

Rembrandt

Darlie

Ultra Brite

Toms of Maine

III. PRODUCT PREFERENCES 1. What are your preferences on your chosen toothpaste brands? Reasonable price Up-to-date Availability Easily remembered Popularity Good flavors and scent High Quality Wide range of choices Effective endorser Attentive sales person Attractive packaging other please specify: __________

IV. FACTORS AFFECTING THE PREFERENCES OF THE RESPONDENTS A. In terms of DECISION MAKING PROCESS 1. Who contributes income to the family for household expenses? Mother Father Brother 1. Who budgets and control the money? Mother Father Brother Sister Others

Sister

Others

2. How do you spend for your family? Do you just give them the money and they are free to buy whatever they want? Yes No

3. In buying toothpaste, do you still ask permission from the member of the family? Yes No

4. Was there a time that you have made a decision that was complicated? Yes No

If yes, please specify.____________________________________________.

B. In terms of PRODUCT PERCEPTION 1. Do you have high regards on products? Or do you follow what the current? Yes 2. How often do you buy toothpaste? Daily Weekly Monthly Annually Never No

3. Where do you usually buy the toothpaste products? Supermarket Convenient Store Grocery stores Sari sari Store

Other please specify: _________

C. In terms of SPENDING HABITS 1. If you are going to buy toothpaste how much are you willing to pay for it? Below 5.00 5.00 10.00 11.00 20.00 31.00 - 40.00 41.00 50.00 51 and above

2. When do you usually purchase grocery items? First introduced/new arrival Sale period When new advertisement are shown When needed When recommended by friends/family

OTHER FACTORS D. In terms of ADVERTISEMENT 1. Are you affected by several advertisements? Yes No

2. If yes, in what kind of advertising mix familiarized you on toothpaste products?

Outdoor advertisement (Billboards, signs) Tri-media advertisement (Radio-TV- prints) Audio visual materials Merchandising materials (Posters, Mobiles, Banners, Streamers) Displays (Window displays, shelf display, checkout counters) Directories (Inserted brochures, Leaflets, Flyers) E. In terms of PUBLIC RELATION 1. Are you affected by several public relations? Yes No

2. If yes, what kinds of public relation do you experience? Supporting Charitable projects Disseminating information thru exhibits and tours Sponsoring an employee Participating on a particular events F. In terms of SALES PROMOTIONS 1. Are you affected by several sales promotions? Yes No

2. If yes, in what kind of sales promotion do you encountered or you want to encounter on buying toothpaste? Reward plus Discounts Free goods Raffles

G. in terms of PERSONAL SELLING 1. Are you affected by personal selling? Yes No

2. If yes, in what kind of personal selling do you experience? Telemarketing Door-to-door- sales Catalogs

V. COMMOM PROBLEMS ENCOUNTERED 1. What particular problems do you encountered in buying toothpaste? Expensive Limited choices Uncomfortable Unappealing Lack of knowledge about the product Other please specify: ________________________________ Poor quality Always out of stock Ineffective Salespersons are inattentive

THANK YOU FOR COOPERATION, GOD BLESS AND HAVE A NICE DAY.

LEAJEAN J. FARPARAN Student Researcher