Consumer behaviour analysis of electric

toothbrush in indian context

Presented by
Nidhin B(1601147) Raveena Roy(1601177)
Sneha Ravi(1601046) Aaija Manoj(1601183)
Vigneshwari C(1601180) Trisha Barua(1601171)
Understanding the problem: Target Respondents
Negligible sales in India

According to industry estimates, the powered toothbrush market

in India is pegged at about USD 1 million, while the manual
toothbrush market is estimated to be at USD 450 million

Sales thrives in developed countries.

User Non-User
 Means-End Chain: Manual Toothbrush

Boosts
Hardness
Colgate Better Feels confidence Social
of the
Toothbrush cleaning fresher to interact belonging
bristles
with others

Zig-zag Cleans Improves

Colgate Looking Self
pattern of cavities personal
Toothbrush good Confidence
bristles and gaps hygiene
 Means-End Chain: Electric Toothbrush

Oral-B Automated Feels like a Makes you

Self
Electric bristle Less effort techno- feel
Esteem
Toothbrush movement dexterous superior

Oral-B Ability to Reduces

Saving Leisure
Electric replace buying Happiness
time time
Toothbrush bristles effort
 Inferences from in-depth interviews
and MEC analysis
• Factors affecting purchase intention: quality, durability, battery life, brand, price and the
type of bristle

• Low involvement product: Willing to a switch to a better option if available

• Advantages : Ease of use, better and faster cleaning, ease of replacing battery and the
bristles, lesser chances of damaging the gums and durability.

• Disadvantages: Low flexibility, low availability and higher price point

• Low awareness: Not come across ads.

• Non user is satisfied with manual toothbrush.

• Product & its usefulness appeals him more than the name of the Brand.
Understanding the customer needs
Heightened morale, Standing out
from the crowd

Feeling confident/ superior, social

status, reputation

Intimacy with partner, social

belonging,

Protection from cavity formation,

elimination of hard dental plaques

Clean teeth, remove bad breath

Elaboration Likelihood model and ABC of attitude
ABC of attitude

Attitude
Affect Behavior Cognition Based on hedonic
consumption

High Belief and

Cognitive Behavior
involvement Attitude
Responses change
processing Change

Central route
Attention and
Communicati Elaboration Likelihood model
comprehensi
on
on

Peripheral route
Low
Belief Behavior Attitude
involvement
change change change
processing

Attitude
Cognition Behavior Affect Based on behavioral
learning processes

ABC of attitude
Elaboration Likelihood model and ABC of attitude
Communication:

In comparison to a regular toothbrush, the level of involvement from a consumer in the

purchase of an electric toothbrush would be higher.

Hence in the communication that is used, the true merits of the product must be
shown with clarity. The consumer will go through a great amount of cognition about
the arguments that are presented.

This will result in the change of belief and attitude after some time which will then
change to change in behavior.

The ideal route of persuasion in this case would the central route
Elaboration Likelihood model and ABC of attitude
Attitude:

Since the electric toothbrush can be considered as a hedonic product, for the
product to be considered by the consumer the product must elicit an emotional
response.

That affect will be followed by the behavior of purchasing the product if the
affect in the first step was positive.

The third stage is that of the cognition that the consumer has about the product
 Decision Making Decision Making Continuum

Routine Limited Extensive

Decision Making Process problem problem problem
solving solving solving
Problem recognition

Information search
Evaluation of alternatives
Electric
Toothbrush
Since electric toothbrush is a product that is expensive
relative to a regular toothbrush and the purchase is
infrequent combined with its unfamiliarity makes it an
‘extensive problem solving’ situation in the decision making
continuum.

Product choice In the Indian market, the problem that electric toothbrush
faces is that the need for it has not been recognized by the
consumers. Hence in the decision making process, electric
toothbrush does not even pass the first stage for the
Outcomes majority of consumers.
 Marketer’s Role in the Decision Making

Manual toothbrush Electric toothbrush

Ideal
The solution to the problems
mentioned in the earlier slide is
Ideal state Ideal to change the Idea state of the
consumer.
Actual state Actual

Actual Currently the ideal state is to

Manual toothbrush
use a regular toothbrush. The
consumer’s ideal state has to be
changed by clever marketing
No Opportunity Need techniques. When the ideal
Problem Recognition Recognition state has changed, the
consumer will move to the
information search stage of the
decision making process.
Analysis of target market in India using VALS
Yes
No
May be?
 Factors affecting purchase intension using TRA
frame work
Price as a function of
quality
Positive attitude
towards the
behavior
Better and faster
cleaning, lesser chances
of damaging the gums
and durability
Purchase of electric
Intention
toothbrush

Safety ,longevity & ease

of usage compounded
with willingness to pay

High involvement
product

User Testimonials
Brand personality of Oral-B electric toothbrush

Brand
personality

Sincerity Excitement Competence Sophistication

 HONEST  UP-TO-DATE  RELIABLE  Upper class

Sincere Contemporary Trustworthy
Stylish Sophisticated
Honest Security
 IMAGINITIVE Premium
Real  INTELLIGE
 WHOLESOME Unique Tech-savvy
NT  Charming
Original Technical
Helpful Smooth
Competent
Efficient
INSIGHTS ABOUT THE PRODUCT FROM THE 5 BROAD
DIMENSIONS OF BRAND PERSONALITY:

TRAITS DESCRIPTION
SINCERETY The product is considered to be original, sincere, helpful
etc.
EXCITEMENT The products is perceived to be exciting, contemporary,
stylish, unique and distinct.
COMPETENCE The product is trustworthy, provides security and
technically competent.
SOPHISTICATION The product denotes sophistication, superiority, efficient.

RUGGEDNESS The product is professional,

 Analysis & Key Findings
The current willingness to pay of the customers are low.

Even though these people are willing to pay more for better features in an
electric toothbrush the upper limit of their spending is capped at INR 200. In
order to overcome this issue the marketer needs to focus on removing the
commoditized image of electric toothbrush from people’s mind.

Marketing activities, Advertisements can be focused on how electric toothbrush

can be really useful for kids who can’t brush teeth efficiently otherwise.

Price  cost cutting activities can be undertaken to reduce its M.R.P.

 Analysis & Key Findings
Factors deterring people from purchasing activities can be divided majorly into
two categories:
Internal category: Re-usability, Frailness, Cleaning concern and Battery hassle.
External category: Low awareness, high price and safety concerns.

Reusability, durability, price and safety concerns are the major reasons for not
purchasing electric toothbrush. Spread awareness.

The new product should be designed keeping such parameters in focus since the
existing products lack consumer preference in these parameters.