AStudyof CASIslampur

See discussions, stats, and author profiles for this publication at: https://www.researchgate.
net/publication/366530866
A Study of Customer Awareness and Satisfaction towards Colgate Toothpaste

with Special Reference to Islampur City
Article · March 2022
CITATIONS READS
0 816
2 authors, including:
Manisha Waghmode
Bharati Vidyapeeth's Institute of Management Studies & Research Navi Mumbai Affiliated to University of Mumbai
30 PUBLICATIONS 33 CITATIONS
SEE PROFILE
All content following this page was uploaded by Manisha Waghmode on 23 December 2022.
The user has requested enhancement of the downloaded file.

www.irjhis.com ©2022 IRJHIS | Special Issue, March 2022 | ISSN 2582-8568 | Impact Factor 5.828
International Conference Organized by V.P. Institute of Management Studies & Research, Sangli (Maharashtra,
India) “Revival Strategies and Business Policies for Sustainability and Development” on 23rd March 2022
A Study of Customer Awareness and Satisfaction towards Colgate Toothpaste

with Special Reference to Islampur City
Dr. Mrs. Seema S. Desai1 Dr. Manisha Waghmode2 Mr. Shivraj Narendra Patil3
1
Associate Professor, Department of Management Studies,
Rajarambapu Institute of Technology, Affiliated to Shivaji University, Kolhapur (Maharashtra, India)
2
Assistant Professor, BVIMSR, Navi Mumbai (Maharashtra, India)
3
Student, Department of Management Studies,
Rajarambapu Institute of Technology, Islampur, Tal. Walwa Dist. Sangli, (Maharashtra, India)
DOI No. 03.2021-11278686 DOI Link :: https://doi-ds.org/doilink/03.2022-66819752/IRJHISIC2203045
Abstract:
Nowadays the success of a firm depends on the consumer’s satisfaction towards the specific
product. Hence the organization should be very well aware of the Need, Want and Demand of the
customer. For satisfying the consumers, the organization needs to understand the behaviour of the
consumers, their choices, tastes and preferences. Because of the market circumstances like:
Innovations in the product, change in technology, and change in life style it is a very difficult task to
understand the consumer. Many researchers have conducted many studies in this area, but final
conclusions are not yet reached. The main objective of this paper is to identify factors influencing
consumer behavior to purchase Colgate toothpaste and to analyze satisfaction level of consumer
regarding their preferred toothpaste. The research design used in this study is descriptive research
design. Data was collected from 200 sample respondents. Data was collected by survey method; the
survey was collected in Islampur City, Maharashtra, through structured questionnaire. Secondary
data were collected from the available literature sources. For distribution of questionnaire to the
respondents random sampling method was used and to collect the respondents opinion, survey was
taken among the selected sample respondents.
Keywords: Colgate toothpaste, customer satisfaction.
INTRODUCTION:
A Study on Consumer Behaviour towards Colgate Toothpaste is the title of the research
project. Essentially Toothpaste is a glue or gel dentifrice utilized with a toothbrush to clean and keep
up the wellbeing of teeth. The historical backdrop of toothpaste in India can be followed back in year
1975. In India oral cleanliness was space of nearby natively constructed ayurvedic powder or regular
IRJHISIC2203045 | International Research Journal of Humanities and Interdisciplinary Studies (IRJHIS)| 337
spices. The mindfulness with respect to oral cleanliness Indian culture has expanded with various
brands of toothpaste.
Toothpaste in cylinders is utilized all through world and has been fruitful development, openings
for toothpaste industry in India has been expanded. Oral consideration markets offer enormous
potential as entrance and per capital utilization of oral consideration items is low. Nonetheless, rising
per capital pay and expanding mindfulness is driving interest of oral consideration items. Customers
are begun changing to esteem added toothpaste like gel mouth washes, teeth brightening items. In
rustic territories, purchasers are changing from toothpowder to toothpaste
In Indian culture the latest progressed in toothpaste have included improvement of brightening
toothpaste and toothpaste containing triclosan which gives additional insurance against gum illness;
and so on various brands have distinctive advertising methodologies. Some spotlights on the taste
and flavor quality and some are centers around the dental consideration. Consumer loyalty alludes to
the reaches out to which client are content with the item and administrations given by the business.
Toothpaste is derived from a variety of components. The three main components are as follows.
1) Abrasives: the abrasives include the insoluble particles are designed to remove the plaque
from the teeth.
2) Fluorides: Fluorides forms are the most popular active ingredients in toothpaste to prevent
cavities.
3) Surfactant: It helps to improving cleansing power.
Various Brands of
Toothpaste are:
1) Colgate
2) Patanjali
3) Dabur Red
4) Close up
5) Pepsodent
OBJECTIVES:
1. To identify customer satisfaction and positive brand perception.
2. Find factors which influence consumer behavior while purchasing toothpaste.
3. To identify the basic awareness about various brands of toothpaste.
4. To identify factors influencing consumer behavior to purchase Colgate toothpaste.
5. To analyze satisfaction level of consumer regarding their preferred toothpaste.
LITERATURE REVIEW:
1) Buying behavior of Toothpaste in Urban India: A Study on Pune city Dr. Vinit Dani (May
2013) Toothpaste industry is a major market in India. Toothpaste from a significant thing in the
month to month shopping for food of the vast majority of the metropolitan families. In prior
occasions, buyers particularly in India depended on utilizing the customary substances like Neem
twig or Mishri for keeping their teeth spotless and sound. However, gradually global brands
began supplanting the more seasoned strategies for keeping up oral cleanliness. Prior purchasers
were careless of their oral cleanliness and even didn't want to see a dental specialist for their oral
medical condition. The pattern is changing and now daily's dental guidance is additionally
thought of and significant factor while settling on a buy choice of the toothpaste brands.
2) Title: A Study On Customer Satisfaction Towards Colgate Toothpaste With Reference To
Omalur Town By- M . Saranya : An investigation on consumer loyalty towards toothpaste with
extraordinary reference to Colgate. The primary object of to recognize the different variables
Impacting client in acquisition of the toothpaste, to realize the clients gathered from 100 example
of respondents. Information was gathered by overview technique; the review was gathered
Omalur town in Salem through organized poll with five-point rating scale questions. Optional
information is gathered from the accessible writing sources.
3) Toothpaste Brands: A study of consumer behavior in Bangalore city (Dec 2010) By- G. Vani,
Today the achievement of any firm relies on the fulfillment of shoppers. For fulfilling the
customers, the firm should think about the conduct of the buyers. In these conditions
understanding buyer is an extremely troublesome undertaking in view of the evolving innovation,
advancement and changes in way of life. Scientists directed many examinations here, and they
give just barely any proposal
4) Comparative Evaluation Of Experimental Toothpaste Formulation And Three Popular
Commercial Toothpastes :7, April, 2015) By- Satish Kumar: In this investigation, business
toothpaste, for example, Colgate, close up and pepsodent have been utilized and furthermore can
be assessment reads were performed for their quality. All the advertised toothpaste and trial
toothpaste which had been assessed the agreed with the standard determined by the Bureau of
Indian Standards.
5) A Survey on the various factors that influence a customer’s choice of toothpaste in mogappair
population. 11, March, 2019)By- Dr. Uma Sudhakar: The client’s choice of toothpaste may
appear to be a light theme to be examined. This overview examines the variables that impact the
client's decision just as the most well-known brand liked among different age gatherings. This
data can help comprehend the kind of oral cleanliness techniques that patients feel good to
approach and utilize it can likewise comprehend the information level of patients with respect to
dental cleanliness.
6) A Study on Brand Preference of toothpaste among different age groups of consumers in
Udumalpet Town By- R. Ganapathi: The shoppers now days are very mindful of the distinctive
attributes among the various brands of specific products. It is incredibly uncovered that Indian
toothpaste businesses are being divided not just based on costs and advantages, yet in addition it
is portrayed by heterogeneity in purchaser’s responses to the promoting blend in to more
homogeneous submarkets.
7) Marketing Research on Toothpaste (6, June 2017) By- Ms. Harshleen Kaur Sethi: Various item
dispatches in the oral consideration market when all is said in done, are development of
perceived brands. Advertisers understand that there is more interest for item that give brightening
and smell battling benefits. Taking advantages of perceived brand names is one technique
through which oral consideration advertisers can carry creative and novel items into the market.
The venture spins around the broad use of showcasing research strategy to comprehend the
utilization, demeanor and inclination of Indian shoppers towards toothpaste
RESEARCH DESIGN:
The research Design is a model that states how entire research project would conducted. A
research Design is a blueprint for conducting the marketing research project
RESEARCH METHODOLOGY:
1) Primary Data :-
 It refers to Data that is collected a fresh and recorded for the first time.
 The primary data is collected using questionnaires from students, businessman,
employee, and housewife.
 Sample size: 200 respondents.
2) Secondary data :-
 The secondary data are those which are already published.
 These data is collected from journals, website, previous research paper etc.
SAMPLE AND METHOD OF SAMPLING:
Basically, sampling is a group of people or object that is taken from a larger population for
measurement. Sampling method is used in this research is random sampling. In this technique a
sample is chosen randomly. Under the random sampling each member of the subset carries an equal
opportunity.
 Sampling size –Sampling is taken in the Islampur city. 200 samples are taken. Statistical
Tool’s used for the analysis
DATA PRESENTATION, ANALYSIS AND INTERPRETATION:
The survey is conducted in islampur city. 200 responses are collected from student, employee,
housewife, and businessman.
1. Age –
Sr Particulars Respond Percent

ents age
1 Below 20 11 5.5%
2 20 - 30 134 67%
3 30 – 40 35 17.5%
4 40 – 50 15 7.5 %
5 More than 5 2.5%

50
6 Total 200 100%
Interpretation:
From the above graph & table it is observed that 5.5% of respondents are from the age group
of below 20 years age group. While 67% of respondents are from the age group of 20- 30 years age
group. While 17.5% of respondents are from the age group of 30-40 years age group. While 7.5% of
respondents are from the age group of 40-50 years age group. While 2.5% of respondents are from
the age group of more than 50 years age group. Suggestion, the age group of more than 50 years are
old age need to aware about the various brands of toothpaste .so the company needs a more
marketing of their product.
2. Gender –
Sr. Particulars Respondents Percentage
1 Male 115 57.5%
2 Female 85 42.5%
3 Total 200 100%
Interpretation:
From the above graph and table, it is observed that 57.5% of the respondents are male. While
45.5% of the respondents are female. So researcher observe that majority of the respondents are
male.
3. Education Details –

No
1 12th 28 14%
2 Graduation 159 79.5%
3 Post 12 6%
Graduation
4 Professional 1 0.5%
Degree
5 Total 200 100%
Interpretation:
From the above graph and table, it is observed that 79.5% respondents are graduates while 14%
respondents are 12th pass out and the 6% of respondents are post graduate. Hence researcher observer
that majority of the respondent’s qualification is graduates.
4. Occupation –

No
1 Student 91 45.5%
2 Employee 62 31%
3 Housewife 30 15%
4 Businessman 14 7%
5 Farmer 3 1.5%
6 Total 200 100%
Interpretation:
From the above table and graph it is observed that 45.5% respondents are students. While
31% respondents are employee. While 15% respondents are housewife’s. While 7% respondents are
business man and the 1.5% respondents are farmers. Suggestion, company needs the more marketing
in rural areas because the less no of farmers are respondents for this survey.
5. Annual Income:
No
1 Below 4 2%
1,00,000
2 1,00,000 34 17%
To
2,00,000
3 3,00,000 109 54.5%
To
5,00,000
4 More than 53 26.5%
5,00,000
5 Total 200 100%
Interpretation:
From the above graph and chart, it is observed that 54.5% respondent’s annual income level
is between 3,00,000 to 5,00,000. While 26.5% respondents annual income level is more than
5,00,000. While 17% respondents annual income level in between 1,00,000 to 2,00,000 and the 4%
respondents annual income is below 1,00,000. So, the majority of respondent’s annual income level
is 3 lakh to 5 lakh. Suggestion – company should focus on low income group.
6. Toothpaste Brand:
No
1 Colgate 130.6 65.3 %
2 Patanjali 22.2 11.1%
3 Dabur Red 22.2 11.1%
4 Close Up 16 8%
5 Pepsodent 9 4.5 %
6 Total 200 100%
Interpretation:
From the above graph & table it is observed that 65.3% respondents are used Colgate
toothpaste. While 11.1% respondents are used Patanjali toothpaste and the 11.1% respondents are
used dabur red toothpaste and the 8% respondents are used close up toothpaste. While 4.5%
respondents are using pepsodent toothpaste. Suggestion, the Colgate company needs to advertise or
marketing their toothpaste to increase the respondents.
7. Frequency of purchasing toothpaste in a month:

No
1 One Time 120 60%
2 Two Time 55 27.5%
3 Three Time 25 12.5%
4 Total 200 100%
Interpretation:
From the above graph and table it is observed that 60% of respondents purchase the toothpaste in
one time in a month. While 27.5% of respondents purchase the toothpaste in 2 times in month and
the 12.5% respondents are purchase the Colgate toothpaste in three time in a month.
8. Attribute is preferable for selecting the toothpaste:
Sr. Particulars Respon Percenta

No dents ge
1 Healthy tooth 79 39.5%
& gums
2 Whiteness 49 24.5%
3 Long lasting 63 31.5%
freshness
4 Use of natural 9 `4.5%
hubs
5 Total 200 100%
Interpretation:
From the above graph and table, it is observed that 39.5% respondents prefer the attribute
healthy tooth and gums and the 31.5% respondents prefer the whiteness. While the 24.5%
respondents are go with the long-lasting freshness and the 4.5% respondents go with the natural
hubs. So majority of respondents prefer the healthy tooth and gums.
9. Whose advice take when buying toothpaste:
No
1 Dentist 79 39.5%
2 Family 73 36.5%
3 Individual 39 19.5%
decision
4 Shopkeeper 9 4.5%
5 Total 200 100%
Interpretation:
From the above graph and table it is observed that 39.5% respondents are take the dentist
advice while buying the toothpaste and the 36.5% respondents are take the advice from the family
members. While 19.5% respondents buy the toothpaste in own choice and the 4.5 % respondents go
with the shopkeeper advice.
10. Reason to switch another brand:

1 Impact of 41 20.5%
packaging
2 Scheme of 44 22%
brand
3 Advertisement 60 30%
impact
4 Price raise of 23 11.5%
current brand
5 Try new option 32 16%
6 Total 200 100%
Interpretation:
From the above graph and table, it is observed that 20.5% respondents switch their brand
because of impact of packaging and the 22% respondents switch their brand because of the particular
brand. While 30% respondents switch the brand because of advertisement impact and 11.5%
respondents switch the brand because of the raising the price of current brand and the 16%
respondents try a new brand. So, the researcher observed that majority of respondents switch their
brand because of advertisement impact. Suggestion, so they can work on the advertisement so the
customer tries the Colgate toothpaste.
11. Promotion tool used to buy a toothpaste:
Sr. Particulars Responde Percenta

No nts ge
1 Celebrity 53 26.5%
2 Advertisement 137 68.5%
3 Banner 10 5%
4 Total 200 100%
Interpretation:
From the above graph and table it is observed that 26.5% respondents are used the celebrity
promotion tool when buying the toothpaste and the 68.5% respondents are go with the advertisement
promotion tool when buying the toothpaste. While the 5% respondents go with the banner promotion
tool. So, the researcher observed that majority of respondents prefer the advertisement promotion
tool when purchasing the toothpaste. Suggestion, Colgate Toothpaste Company works more on the
advertisement impact so the customer buys their toothpaste.
12. Buying mode:

No
1 Online 90 45%
2 Offline 110 55%
3 Total 200 100%
Interpretation:
From the above table and graph it is observed that 45% respondents are purchase the
toothpaste in online mode and the 55% respondents are purchase the toothpaste in offline mode. So
the majority of respondents buy the toothpaste in offline mode. Suggestion, company needs to wear
the customer regarding the online buying the toothpaste.
13. Satisfied with toothpaste brand:

No
1 Highly 71 35.5%
satisfied
2 Satisfied 103 51.5%
3 Neutral 24 12%
4 Dissatisfied 2 1%
5 Total 200 100%
Interpretation:
From the above table and graph it is observed that 35.5% respondents are highly satisfied and
51.5% respondents are satisfied with their toothpaste. While only 12% respondents are neutral and
remaining 1% respondents are dissatisfied with their toothpaste. Suggestion, it is necessary to
analyses the neutral and dissatisfied reason of respondents and solve their query.
FINDING:
1. It is observed that most of the buyer occupation is student that is 91respondents.
2. It is observed that annual income level of the buyer is between 3,00,000 to 5,00,000.
3. It is observed that majority of respondents using the Colgate toothpaste that is 65.3%.
4. It is observed that most of the respondents purchase the toothpaste in once in the month.
5. It is observed that most of the respondents prefer the healthy tooth and gums.
6. It is observed that most of the respondents take the dentist advice for purchasing the
toothpaste.
7. It is observed that the respondents switch their brand because of the particular brand.
8. It is observed that the advertisement impact on the respondents is more.
9. It is observed that most of respondents buy their toothpaste in offline mode.
10. It is observed that 51.5% of respondents are satisfied with their toothpaste.
SUGGESTIONS:
1. The Colgate Company needs to aware the customer about their products and they can buy
their product online also.
2. They also assure the customer these brand is advised by the dentist, so the customer can
attract towards its.
3. In Colgate toothpaste they may introduce new varieties and flavors for kids.
4. It may innovative a new cartoon shape toothpaste in order to attract the children’s.
5. The company should give free gift to attract the customer.
6. The company may produce the combo offer Colgate toothpaste with Colgate brush.
CONCLUSION:
The customer satisfaction is important factor to forecast the sales of any product in a
particular area. Most of the people use toothpaste product for improving their teeth protection. It is
also observed that Colgate toothpaste have a good brand image.
References:
1. IOSR Journal of Business and Management (IOSR-JBM) e-ISSN : 2278-487X, p-ISSN :
2319-7668, PP 08-12 www.iosrjournals.org
2. SS Desai, International Journal of Multidisciplinary and Current Research, 2013, 1 (3), 226-
229, ISSN: 2321-3124.
3. SS Desai, Journal of Engineering Education Transformations 29 (1), 73-78, ISSN: 2349 –
2473.
4. Seema, 2011, Journal E journal SPECTRUM Volume Pages 3-5 ISSN 0978-1513
5. SS Desai, Journal of Engineering Education Transformations Volume 29, Issue 1, July 2015
ISSN: 2349 – 2473.
6. SS Desai, Golden Research Thoughts 2013 ISSN 2231-5063, IJMCR- Int Jr Of
Multidisciplinary & Current Research Associated Indexed by EBSCO, USA Impact, 43-46
vol (3) Issue (2).
7. Kothari C.R.1999, “RESEARCH METHODOLOGY”, sultan chand & sons, New Delhi.
8. Philip Kotler 2000, “MARKETING MANAGEMENT” 13th edition, print ice hall of India,
New Delhi.
9. Leon .G. Schiffman 99. ”CUSTOMER SATISFACTION”, Print ice hall of India, New Delhi.
View publication stats

AStudyof CASIslampur

Uploaded by

Copyright:

Available Formats

AStudyof CASIslampur

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

AStudyof CASIslampur

Uploaded by

Copyright:

Available Formats

See discussions, stats, and author profiles for this publication at: https://www.researchgate.

A Study of Customer Awareness and Satisfaction towards Colgate Toothpaste

Article · March 2022

The user has requested enhancement of the downloaded file.

A Study of Customer Awareness and Satisfaction towards Colgate Toothpaste

Sr Particulars Respond Percent

5 More than 5 2.5%

6 Total 200 100%

Sr. Particulars Respondents Percentage

Sr. Particulars Respondents Percentage

Sr. Particulars Respondents Percentage

8. Attribute is preferable for selecting the toothpaste:

Sr. Particulars Respon Percenta

Sr. Particulars Respondents Percentage

Sr. Particulars Responde Percenta

2 Advertisement 137 68.5%

4 Total 200 100%

Sr. Particulars Respondents Percentage

2 Offline 110 55%

3 Total 200 100%

Sr. Particulars Respondents Percentage

View publication stats

You might also like