Marketing Research Project-: Jaipuria Institute of Management
Marketing Research Project-: Jaipuria Institute of Management
Marketing Research Project-: Jaipuria Institute of Management
Marketing Research ProjectTo determine the consumer preferences while buying toothpastes in the age group 15-30
Submitted by: Pragya Sharma Sheena Saxsena Urvashi Sharma Vinod Kumar
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ACKNOWLEDGEMENT
We would like to thank our faculty, Mrs. Shalini Nath Tripathi for providing us constant guidance during our project and providing us with an opportunity to apply the concepts learnt in the course Marketing Research to a practical and real life situation. We would also like to thank all the respondents who gave their valuable time for filling up the questionnaires and for giving valuable inputs during the exploratory research. Their unbiased and valuable input has helped us to administer a project in which we have taken out inferences about the consumer buying behaviour for toothpastes.
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TABLE OF CONTENTS
Executive Summary 4 Background 5 Literature Review 6 Objectives 8 Research Approach 8 Measurement Techniques 9 Data Analysis Technique 10 Key Finding 11 Questionnaire Design 12 Main Questionnaire 12 Chi-square analysis Factor analysis Cluster analysis Conclusions 17 29 36 40
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EXECUTIVE SUMMARY
Oral hygiene is sought to be one of the most necessary aspects to maintain good health since the pre-modern era where natural products like Neem sticks were used to maintain good teeth. With the advancement of technology in the modern era, products like tooth pastes, mouth washes, dental floss, and teeth whiteners have been introduced. Realizing the importance of these products in consumers daily lives especially toothpastes, many companies like P & G, Hindustan Unilever etc. are planning to launch products to fight for the share of the existing market giants. Before launching a new product in the market, the companies need to realize the factors affecting the buying behaviour so as to design their marketing strategies to cater to the correct consumer segment(s). Initially, an exploratory research was conducted to figure out what brands of toothpastes the consumers know about and what factors do the consumers consider while making their purchase decision. Then questionnaires were administered through an online survey. Two questionnaires were administered with one question different where the first questionnaire had one non-attribute based question while the second had attribute based question; this being done for using multi-dimensional scaling. Other approaches used for analysis were tabs, cross-tabs, chi-square, factor analysis, cluster analysis, etc. These statistical tools were used with the help of SPSS. The analysis from these tools helped gather useful insights upon what type of respondents we had, what attributes the consumers consider while making the purchase decision, how the consumers perceive the various brands to be etc
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BACKGROUND
The oral care market in India is estimated to be Rs 4,400-crore. Toothpaste, for the record, is estimated to be Rs 3,200 crore in size. Colgate Palmolive is the leader in Indian toothpaste market having a market share of 50% in 2009. HUL follows with 28%. HULs brand Close-Up has a market share of 17% and Pepsodent 11%, according to AC Nielsen data. Dabur is enjoying 10% market share. From past few years the toothpaste market is restructuring & market share of different players are changing. Since 2007-08, analysts said HUL has lost 8-10% market share in oral care .Market is likely to see a few key launches in the toothpaste segment this year. Procter & Gamble (P&G) is set to throw another gauntlet at Colgate-Palmolive and Hindustan Unilever (HUL). The company plans to launch its global toothpaste brand Crest at an aggressive price point this year. As and when P&G introduces Crest in India, it will entail price competition as well as heavy brand investment in the category from all the players, in our view. It will put the market share and margins of Colgate under pressure. Colgate will need to sustain its higher-than-industry ad spends to protect its turf. The consumer products arm of Johnson & Johnson (J&J) may launch toothpaste under the Listerine umbrella, while GlaxoSmithKline (GSK) Consumer Healthcare may re launch its Aqua fresh brand, phased out a few years earlier. GSK had launched Sensodyne toothpaste last year. A mass-market toothpaste product is what is missing at the moment, which GSK will plug with the re launch of Aqua fresh. Kishore Biyani's Future Group is also entering the fray with its private label.
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Literature Review
Topic- Consumer Preferences While Choosing A Toothpaste Brand.
1 .Authors: Miskell, Peter Source: Business History Review; Spring2004, Vol. 78 Issue 1, p29-60, 32p Abstract: This article examines how the marketing and advertising of toothpaste brands evolved in the twentieth century, particularly from the 1950's to the 1980's. During these decades, the promotional strategies employed by leading toothpaste manufacturers were at odds with general developments in consumer product marketing. As branding strategies were being revolutionized by the discovery of a "Pepsi Generation," the toothpaste market was itself being transformed by a technical innovation that was to have far-reaching consequences for the marketing of leading brands.
2. Authors: Wood, Lisa M. Source: Journal of Consumer Behaviour; Oct2004, Vol. 4 Issue 1, p9-24, 16p, 15 Charts Abstract: This paper reports the results of a study of brand selection and loyalty within the 18-24 age group. The study explores brand loyalty behaviour across different product categories, and investigates the dimensions that drive loyalty behaviour within this age group. First, the construct of brand loyalty is defined, followed by an overview of key research in the area. Finally, the study itself is detailed. The study concludes that there is a significant difference in the degree of brand loyalty exhibited by the 18-24-year-old respondents across product categories. The dimensions of brand selection also vary by product type. Brand heritage in terms of parental influence was evident in coffee and toothpaste purchase, with brand as a reflection of selfimage being something that is important to clothing brands. Value and variety are important attributes of cereal brand selection.
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3. Authors: Lawrence, Raymond J. Source: Journal of Marketing Research (JMR); May69, Vol. 6 Issue 2, p137-144, 8p, 4 Charts Abstract: Toothpaste brand purchases following a switch from a brand previously bought regularly are analyzed from consumer panel data. It is suggested that the results do not fit existing learning theory models. New categories of consumer decision processes which are meaningful from a behavioural point of view are recommended.
4. Authors: Malaviya, Prashant Sternthal, Brian Source: Advances in Consumer Research - Asia-Pacific Conference Proceedings; 2009, Vol. 8, p188-189, 2p Abstract: Consider a recent comparative ad for Crest Multi-Care toothpaste in which this brand is compared to Colgate Total on a variety of features. As might be expected, on some features Crest is described as superior (better taste, fresher feeling breath). On other features Colgate is depicted as performing better (helps reduce gingivitis), perhaps to enhance the credibility of Crest's superiority claims. There are also a number of features possessed by both brands (helps fight cavities, helps brush away plaque). The inclusion of such parity features might be justified as a means of clarifying the target brand's frame of reference, but it also raises a question about their impact on the judgment of the advertised brand. Three predictions about the impact of parity features are plausible. The most intuitive one is that the presence or absence of features common to alternative brands would not influence brand preference. If brand A is preferred to brand B in the absence of parity features, including these features in the brand descriptions adds a constant and thus should preserve individuals' initial preference. Testing this hypothesis has attracted little interest, perhaps because the prediction is a null effect. An alternative prediction is that the inclusion of parity features enhances the preference for an initially preferred brand.
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OBJECTIVES
Primary Research Objective (Pro): To determine the consumer preferences while buying toothpastes in the age group 21-30 Secondary Research Objectives (SROs): To determine the various factors affecting the purchase of toothpastes. To determine the brand preferences for toothpastes in the age group. To determine the type of toothpastes preferred by consumers in the age group. To determine the positioning of various brands in the minds of consumers in the age group. To determine whether the various demographical factors affect the purchase of toothpaste. To determine the relative importance of various functionalities attached to toothpaste by youngsters (whiteness, freshness, protection).
Research Approach
Data Collection Method: An exploratory research was conducted for which the following techniques were used: Close-ended questionnaire The questionnaire was posted on google-docs at jiml portal as well on facebook. The major respondents were students of jiml. Based on the attributes found out in the exploratory research and the secondary research, the information gap was identified and hence it was decided to conduct primary research to fill the gap. The research was conducted by administering questionnaire for the target age-group. For primary data collection, Questionnaire administration was done personally and through online questionnaires Measurement Technique:
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Likert Scale The Likert scale would be used to find out how the respondents perceive the features of a toothpaste. Dichotomous Questions These questions would be asked to get an objective answer. Willingness Of Respondents Personal questions like Name, Age, Gender etc have been asked at the end of the questionnaire. Sampling Plan : The sample for survey would be taken on the following basis. Sample Frame : People residing or working in India Sample Unit : Students and working professionals Sample Size : 30 respondents Time Frame : 10-15 Days. Sampling Method : Simple random sampling (SRS)
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population. These various techniques would be carried out the help of software like MS-Excel, SPSS etc.
KEY FINDINGS
The exploratory research phase aims to find out the parameters over which the research should proceed. The questionnaires explored the different factors that respondents look into before buying toothpaste. The sample size was 12 respondents. Some of the findings of exploratory research were as follows Brands commonly used were : Colgate, close-up and Pepsodent Other Brands which people were able to recall were: Babool, Cibaca, Meswak, Signal, Vicco Vajradanti, Dabur, Glister, Emofoam, Neem, Amway Some of the reasons given by the respondents for choosing their preferred brand of toothpaste were: Good Cleaning Power, Habit, Brand Loyalty, Good Lather, Color, Shelf Positioning, Calcium content, Flavors, liking for gel based toothpastes, taste , Cavity Protection, Prevention of Bad Breath, Medicinal Value , and utility viewpoint. Some additional features that the respondents said they might want in their toothpastes were: Lower Price, Change of Color, New Flavors, Mouth, Refreshing Breath, Anti Bacterial Protection The factors that respondents thought were influential in buying toothpastes in general were: Advertisements, Family Influence, Packaging, Personal Experience, Protection, Cleanliness, Dentist Recommendations, Pricing, Availability and peer suggestion.
Secondary Data
The oral care market in India is estimated to be Rs 4,400-crore. Toothpaste, for the record, is estimated to be Rs 3,200 crore in size, followed by the toothbrush segment at Rs 800 crore, tooth powder at Rs 300 crore, and mouthwash being Rs 100 crore. Colgate Palmolive is the leader in Indian toothpastes having a market share of 50% in 2009.HUL follows with 28%. Its Close-Up has a market share of 17% and Pepsodent 11%, according to ACNielsen data. Another player, Dabur, enjoys 10% share through its portfolio of Red Toothpaste, Promise, Meswakand Babool. Recently, GlaxoSmithKline Consumer forayed into the sector by launching Sensodyne (though
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it was available as an import earlier), a toothpaste brand for sensitive teeth. The Future Group launched its Sach brand recently in this segment.P&G is launching Crest in India. In toothpowder, Colgate leads in the white segment with 70 per volume share (value share is even more), while Dabur leads in the red segment with 70 per cent volume share again (value is more than70 per cent).
QUESTIONNAIRE DESIGN
Two questionnaires were administered with the aim of conducting multi-dimensional scaling. One questionnaire had non attribute based question in which respondents had to give distance scores between two brands based on their perception while the other questionnaire had attribute based question in which respondent had to rank each brand according to the various features identified through the exploratory research. Questionnaires were distributed to similar set of respondents to get similar unbiased responses. Questionnaire 1: Based on Non Attribute Based Response Recruiter 1. Name: _________________________ 2. Region: West East North South 3. Occupation: _____________________ 4. Gender: 5. Age: Less than 15 Between 16-20 Between 21-25 Between 26-30 Above 30
MAIN QUESTIONNAIRE
1. How often do you use toothpaste in day? Once a day Twice a day After every meal 2. How often do you buy toothpaste? Every month Every two months Every three months Not every often 3. Which brand of toothpaste do you use? Colgate Close up Pepsodent Meswak
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Babool Dabur Red Toothpaste Sensodyne Amway Others(____________) 4. How long have you been using this toothpaste? Less than 3 months Between 3 to 12 months Between 1 to 3 years More than 3 years 5. How often do you change your toothpastes? Do not change/ Brand Loyal Occasionally Frequently As long as it is a toothpaste, the brand doesnt matter 6. Which type of toothpaste do you prefer? Paste Gel Others 7. Where do you buy your toothpaste from? General store Departmental store Medical shops/ Pharmacies 8. What features do you look for while buying toothpaste? Rank these features according to your preference. Features RankPrice Cleansing PowerMedicinal value Lather Calcium ContentCavity ProtectionPrevention against badbreath Anti Bacterial Protection Flavors Brand 9. What various promotional activities for toothpaste have you come across? Newspaper Ads TV Commercial
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Radio Jingle Kiosks Free Sample Distribution Word of mouth/Recommendations 10. Whose advice do you generally take while buying toothpaste? Friends Family Individual decision Dentist Shopkeeper/Salesperson 11. I select the toothpaste because it is cheaper than other toothpastes. (1-Strongly agree; 2- agree; 3- neither agree nor disagree; 4- disagree; 5 strongly disagree) 12. The cleansing power of the toothpaste matters a lot. (1-Strongly agree; 2- agree; 3- neither agree nor disagree; 4- disagree; 5 strongly disagree) 13. The brand of the toothpaste is important. (1-Strongly agree; 2- agree; 3- neither agree nor disagree; 4- disagree; 5stronglydisagree) 14. I look for what medicinal value the toothpaste has to offer. (1-Strongly agree; 2- agree; 3- neither agree nor disagree; 4- disagree; 5 strongly disagree) 15. Toothpaste which does not lather does not provide satisfaction. (1-Strongly agree; 2- agree; 3- neither agree nor disagree; 4- disagree; 5 strongly disagree) 6. My toothpaste should provide me with optimum quantity of calcium content. (1-Strongly agree; 2- agree; 3- neither agree nor disagree; 4- disagree; 5 strongly disagree) 17. I like experimenting with various flavours that toothpaste companies have to offer. (1-Strongly agree; 2- agree; 3- neither agree nor disagree; 4- disagree; 5-Strongly disagree)
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18. My toothpaste should protect me against cavity. (1-Strongly agree; 2- agree; 3- neither agree nor disagree; 4- disagree; 5 strongly disagree) 19. The best toothpaste is which prevent me against bad breath. (1-Strongly agree; 2- agree; 3- neither agree nor disagree; 4- disagree; 5 strongly disagree) 20. I look for new features promised by the toothpaste every time I buy my toothpaste. (1-Strongly agree; 2- agree; 3- neither agree nor disagree; 4- disagree; 5strongly disagree) 21. I prefer Indian toothpastes over imported toothpastes. (1-Strongly agree; 2- agree; 3- neither agree nor disagree; 4- disagree; 5 strongly disagree) 22. I buy combo packs rather than single units in order to save money. (1-Strongly agree; 2- agree; 3- neither agree nor disagree; 4- disagree; 5stronglydisagree) 23. I prefer toothpastes which have offers like free toothbrush, extra quantity, freebies etc. (1-Strongly agree; 2- agree; 3- neither agree nor disagree; 4- disagree; 5strongly disagree) 24. Rank these brands according to the features
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Anti Bacterial Protection Flavor Brand 25. Read the following statements and mark accordingly 1-Strongly agree; 2- agree; 3- neither agree nor disagree; 4- disagree; 5 strongly disagree (i) Health is a major concern today (ii) I think a lot before buying anything (iii) I eat out often (iv) Branded products are better (v) I make my own decisions (vi) I do not mind paying higher prices for premium quality (vii) Who carries cash these days; credit cards are in. (vii) I go on holidays often (viii)Who cares about calories? I go for Dominos, Macdonalds, Maggi, pasta (ix) Advertisements influence my decision (x) Imported products are better than Indian products 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
(xi) I check for all details like Mfg date, Date of expiry before buying a product. 1 2 3 4 5 (xi) I am brand loyal for most products (xii) I would never settle abroad (xiii) I watch television for my leisure (xiv) Cars are used for showing off ones wealth (xv) Others influence my decisions a lot (xvi) I follow latest fashion and fads. 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
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(xvii)Indian cuisines are better than foreign cuisines (xviii) I spend a lot (xix)I dont compromise quality for price (xx) I party out often
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
15.85%
16.46%
13.41% 9.15%
15.85%
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SAMPLE AGE
23%
OCCUPATION
60 50 40 30 20 10 0 student prefessional
CURRENT BRAND
3% 20%
10% 37%
0% 0% 0% 30%
MEDICATED AMWAY
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CHI SQUARE ANALYSIS ANALYSIS 1-TYPE OF TOOTHPASTE VS AGE GROUP HYPOTHESIS Ho : the type of the toothpaste does not have a significant impact on the buying behavior of various age groups.
Crosstabs
Case Processing Summary Cases Missing N Percent 0 .0%
N AGE * TYPE
AGE
Total
P arso C i-S ua e n h q re L elih od R tio ik o a L ea in r-by-L a ine r A sociatio s n M e a ow Te cN m r-B ker st No V lid C e f a as s
2 2 1 .
A ym . S . s p ig (2-sided ) .2 73 .2 65 .1 14 .b
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B rC a a h rt
TP YE
PSE AT GL E 8
1 0
Count
0 b tw e 1 -2 e en 6 5 b tw e 2 -3 e en 6 0 a o e3 bv 0
A E G
Since significance is .273 >.2, thus Ho is accepted, ie the type of the toothpaste does not have a significant impact on the buying behavior of various age groups. ANALYSIS 2- PLACE OF PURCHASE VS AGE GROUP HYPOTHESIS:Ho : the place of purchase of the toothpaste does not have a significant impact on the buying behavior of various age groups.
Crosstabs
Case Processing Summary Cases Missing N Percent 0 .0%
AGE * PLACE
AGE * PLACE Crosstabulation Count PLACE GENERAL STORE 10 3 6 19 DEPARTMEN TAL STORE 5 0 4 9 Medical shops/ Pharmacies 1 1 0 2
AGE
Total
Total 16 4 10 30
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Chi-Square Tests Value 4.334 a 5.325 .016 5.871 30 df 4 4 1 3 Asymp. Sig. (2-sided) .363 .256 .898 .118
Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association McNemar-Bowker Test N of Valid Cases
a. 7 cells (77.8%) have expected count less than 5. The minimum expected count is .27.
B rC a t a hr
PA E LC
G N R LS O E EEA T R D P RMNA S O E EAT ETL T R 8 Md a s o s e ic l h p / P a a ie h rm c s
1 0
Count
0 b tw e 1 -2 e en 6 5 b tw e 2 -3 e en 6 0 a o e3 bv 0
AE G
Since significance is .363 >.2, thus Ho is accepted, ie : the place of purchase of the toothpaste does not have a significant impact on the buying behavior of various age groups. ANALYSIS 3: BRAND VS AGE GROUP HYPOTHESIS: Ho: the brand of the toothpaste does not have a significant impact on the buying behavior of various age groups.
Crosstabs
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AGE * CURRENTBRAND
AGE * CURRENTBRAND Crosstabulation Count COLGATE 7 2 2 11 CURRENTBRAND PEPSODENT CLOSEUP MEDICATED 5 3 1 1 0 0 3 3 0 9 6 1 AMWAY 0 1 2 3 Total 16 4 10 30
AGE
Total
Chi-Square Tests Value 6.900a 9.240 2.190 30 df 8 8 1 Asymp. Sig. (2-sided) .548 .322 .139
a. 14 cells (93.3%) have expected count less than 5. The minimum expected count is .13.
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B rC at a hr
C R E T RN U R NB A D
C L AE OG T PPOE T ES DN 6 CO E P L SU MD A E E IC T D A WY M A 5
Count
0 b tw e 1 - 5 e e n 62 b tw e 2 - 0 e e n 63 a o e3 bv 0
AE G
Since significance is .548>.2, thus Ho is accepted, ie : the current brand of the toothpaste does not have a significant impact on the buying behavior of various age groups.
ANALYSIS 4: BRAND VS OCCUPATION HYPOTHESIS: Ho: the brand does not have a significant impact on the buying behaviour of occupation groups .
Crosstabs
Case Processing Summary Cases Missing N Percent 0 .0%
N OCCUPATION * CURRENTBRAND
OCCUPATION * CURRENTBRAND Crosstabulation Count CURRENTBRAND COLGATE PEPSODENT CLOSEUP MEDICATED OCCUPATION PROFESSIONAL 1 1 2 0 STUDENT 10 8 4 1 Total 11 9 6 1 8 2 1 3 Total 6 24 30
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Chi-Square Tests Value 6.263a 5.586 4.275 30 df 4 4 1 Asymp. Sig. (2-sided) .180 .232 .039
a. 8 cells (80.0%) have expected count less than 5. The minimum expected count is .20.
B rC a a h rt
C R E T RN U RNB A D
C L AE OG T P PO E T ES DN CO E P L S U 8 MD AE E IC T D 8
1 0
Count
0 P OE S NL R F S IO A SU E T T DN
OC P T N C U A IO
Since significance is .180<.2, thus Ho is rejected, ie : the brand does not have a significant impact on the buying behavior of occupation groups . ANALYSIS 5: GENDER VS BRAND HYPOTHESIS: Ho: gender of respondents have a significant impact on the brand of toothpaste purchased by them.
Crosstabs
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N GENDER * CURRENTBRAND
GENDER * CURRENTBRAND Crosstabulation Count COLGATE 6 5 11 CURRENTBRAND PEPSODENT CLOSEUP MEDICATED 4 6 1 5 0 0 9 6 1 AMWAY 1 2 3 Total 18 12 30
GENDER Total
MALE FEMALE
Chi-Square Tests Value 6.599a 9.038 1.121 30 df 4 4 1 Asymp. Sig. (2-sided) .159 .060 .290
a. 8 cells (80.0%) have expected count less than 5. The minimum expected count is .40.
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B rC a a h rt
CRETRN U RNB A D
C L AE OG T PPOET ES DN 5 CO E P L SU MD AE E IC T D A WY M A 4
Count
0 ML AE F ML E AE
GNE E DR
Since significance is .159<.2, thus Ho is rejected, ie : gender of respondents have a significant impact on the brand of toothpaste purchased by them ANALYSIS 6: AWARENESS VS GENDER HYPOTHESIS: Ho: gender has impact on awareness of respondent.
Crosstabs
Case Processing Summary Cases Missing N Percent 0 .0%
GENDER * AWARENESS
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GENDER * AWARENESS Crosstabulation Count AWARENESS NEITHER AGREE NOR AGREE DISAGREE 12 2 5 0 17 2
GENDER Total
MALE FEMALE
STRONGLY AGREE 4 6 10
DISAGREE 0 1 1
Total 18 12 30
Chi-Square Tests Value 5.294a 6.323 .697 30 df 3 3 1 Asymp. Sig. (2-sided) .151 .097 .404
a. 5 cells (62.5%) have expected count less than 5. The minimum expected count is .40.
B rC at a hr
A AEES WR N S
SR N L A RE T O GY G E A RE GE 1 0 N IT E A R EN R E HR GE O D A RE IS G E D A RE IS G E 8
1 2
Count
0 ML AE F ML E AE
GN E E DR
Since significance is .151 <.2, thus Ho is rejected, ie : gender of respondents have a significant impact on the awareness regarding manufacturing date etc. toothpaste purchased by them
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AGE * BADBREATHPROTECTION
Report AGE BADBREATHPROT ECTION STRONGLY AGREE AGREE NEITHER AGREE NOR DISAGREE DISAGREE Total
N 9 17 2 2 30
Std. Deviation .000 .935 .000 .707 .925 ANO VA T ab le Sum of Squares 10.300 14.500 24.800 df 3 26 29 M ean Square 3.433 .558 F 6.156 Sig. .003
the significance is .003<.05 thus Ho is rejected and the bad breath protection is an important criteria for consumers in the age group of 15 to 30 years.
AGE * IMPORTEDBETTER
Cro sstab Count IM PO RT EDBET T ER NEIT HER AGREE NO R ST RO NG LY AG REE DISAG REE DISAG REE DISAG REE 1 6 6 1 3 1 0 0 6 2 0 0 10 9 6 1
T o tal 16 4 10 30
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Chi-Square Tests Value 15.404 a 19.427 8.054 30 df 8 8 1 Asymp. Sig. (2-sided) .052 .013 .005
a. 14 cells (93.3%) have expected count less than 5. The minimum expected count is .13.
BrCat a hr
I P RE B TE MOT DET R
SR N L A RE T OGY G E A RE GE 5 N I H R GE N R E E A RE O T D A RE I GE S D A RE I GE S SR N L D A RE T OGY I G E S
Count
0 b t e n 62 e e 1- 5 w b t e n 63 e e 2- 0 w a oe 0 bv 3
AE G
The significance is .052 approx = .05 thus we can say that the major respondents in the given age group consider imported products to be better than Indian products.
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FACTOR ANALYSIS
Descriptive Statistics PRICESENSITIVITY IMPCLEANSING IMPBRAND IMPMEDICINALVALUE IMPLATHER IMPCALCIUMCONTENT VARIETY IMPCAVITYPROTECTION BADBREATHPROTECTI ON NEWFEATURES INDIANBETTER COMBOLOVER CAUTIOUSBUYER DININGOUT BRANDCONCIOUS INDEPENDENT PREMIUMFORQUALITY TECHNOLOGICALLYMO DERN VACATIONLOVER NOTDIETCONCIOUS POWEROFADS IMPORTEDBETTER AWARENESS BRANDLOYAL INDIANALWAYS TVASLEISURE CARASTATUS GULLIBLE FASHIONCONCIOUS Mean 3.87 1.73 2.00 2.17 2.40 2.07 2.43 1.90 1.90 2.20 2.67 2.67 2.40 2.23 1.80 1.87 1.80 2.57 2.53 2.23 2.10 2.67 1.80 2.03 2.40 2.07 2.40 2.93 2.33 Std. Deviation .860 .521 .983 .913 1.037 .907 .971 .885 .803 .714 .959 1.184 1.003 .971 .847 .860 .714 1.104 1.008 .858 .759 1.061 .714 .850 1.070 .785 1.070 1.112 .922 Analysis N 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30
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Communalities PRICESENSITIVITY IMPCLEANSING IMPBRAND IMPMEDICINALVALUE IMPLATHER IMPCALCIUMCONTENT VARIETY IMPCAVITYPROTECTION BADBREATHPROTECTI ON NEWFEATURES INDIANBETTER COMBOLOVER CAUTIOUSBUYER DININGOUT BRANDCONCIOUS INDEPENDENT PREMIUMFORQUALITY TECHNOLOGICALLYMO DERN VACATIONLOVER NOTDIETCONCIOUS POWEROFADS IMPORTEDBETTER AWARENESS BRANDLOYAL INDIANALWAYS TVASLEISURE CARASTATUS GULLIBLE FASHIONCONCIOUS Initial 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .647 .813 .825 .809 .791 .727 .867 .709 .776 .788 .870 .837 .740 .841 .816 .856 .836 .833 .863 .687 .760 .922 .777 .810 .811 .735 .828 .708 .554
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T o t a l V a ria n c e E x p la in e d In itia l E ig e n v a lu e s E x tra c tio n S u m s o f S q u a r e d L o a d in gR o ta tio n S u m s o f S q u a r e d L o a d in g s s C o m p o n e n t T o ta l % o f V a r ia n c e u m u la tiv e % T o ta l % o f V a ria n c e u m u la tiv e % T o ta l % o f V a r ia n c e u m u la tiv e % C C C 1 8 .0 3 7 2 7 .7 1 5 2 7 .7 1 5 8 .0 3 7 2 7 .7 1 5 2 7 .7 1 5 6 .0 9 1 2 1 .0 0 4 2 1 .0 0 4 2 4 .5 1 7 1 5 .5 7 7 4 3 .2 9 2 4 .5 1 7 1 5 .5 7 7 4 3 .2 9 2 3 .1 0 3 1 0 .6 9 8 3 1 .7 0 3 3 2 .2 6 8 7 .8 1 9 5 1 .1 1 1 2 .2 6 8 7 .8 1 9 5 1 .1 1 1 2 .8 3 9 9 .7 8 9 4 1 .4 9 2 4 1 .9 6 5 6 .7 7 7 5 7 .8 8 8 1 .9 6 5 6 .7 7 7 5 7 .8 8 8 2 .6 8 7 9 .2 6 5 5 0 .7 5 6 5 1 .8 3 6 6 .3 3 3 6 4 .2 2 0 1 .8 3 6 6 .3 3 3 6 4 .2 2 0 2 .4 8 7 8 .5 7 5 5 9 .3 3 1 6 1 .5 7 9 5 .4 4 6 6 9 .6 6 6 1 .5 7 9 5 .4 4 6 6 9 .6 6 6 2 .0 3 4 7 .0 1 3 6 6 .3 4 4 7 1 .4 4 6 4 .9 8 8 7 4 .6 5 4 1 .4 4 6 4 .9 8 8 7 4 .6 5 4 1 .9 7 0 6 .7 9 5 7 3 .1 3 9 8 1 .1 8 8 4 .0 9 5 7 8 .7 4 9 1 .1 8 8 4 .0 9 5 7 8 .7 4 9 1 .6 2 7 5 .6 1 0 7 8 .7 4 9 9 .9 9 3 3 .4 2 5 8 2 .1 7 4 10 .8 8 8 3 .0 6 1 8 5 .2 3 6 11 .8 3 0 2 .8 6 3 8 8 .0 9 9 12 .7 2 9 2 .5 1 5 9 0 .6 1 3 13 .6 2 1 2 .1 4 0 9 2 .7 5 3 14 .4 4 6 1 .5 3 8 9 4 .2 9 1 15 .3 9 3 1 .3 5 7 9 5 .6 4 8 16 .3 2 5 1 .1 2 1 9 6 .7 6 9 17 .2 5 9 .8 9 4 9 7 .6 6 3 18 .2 1 5 .7 4 1 9 8 .4 0 4 19 .1 5 2 .5 2 6 9 8 .9 2 9 20 .1 0 8 .3 7 3 9 9 .3 0 3 21 .0 8 1 .2 8 0 9 9 .5 8 2 22 .0 4 4 .1 5 2 9 9 .7 3 4 23 .0 3 7 .1 2 6 9 9 .8 6 0 24 .0 2 2 .0 7 6 9 9 .9 3 6 25 .0 1 0 .0 3 4 9 9 .9 7 0 26 .0 0 6 .0 2 1 9 9 .9 9 1 27 .0 0 2 .0 0 8 9 9 .9 9 9 28 .0 0 0 .0 0 1 1 0 0 .0 0 0 29 - 9 .5 E - 0 1 7 - 3 .2 6 E - 0 1 6 1 0 0 .0 0 0 E x tr a c tio n M e th o d : P r in c ip a l C o m p o n e n t A n a ly s is .
Total variance explained by the eight factors is 78.749% which is a significant proportion.
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PRICESENSITIVITY IMPCLEANSING IMPBRAND IMPMEDICINALVALUE IMPLATHER IMPCALCIUMCONTENT VARIETY IMPCAVITYPROTECTION BADBREATHPROTECTI ON NEWFEATURES INDIANBETTER COMBOLOVER CAUTIOUSBUYER DININGOUT BRANDCONCIOUS INDEPENDENT PREMIUMFORQUALITY TECHNOLOGICALLYMO DERN VACATIONLOVER NOTDIETCONCIOUS POWEROFADS IMPORTEDBETTER AWARENESS BRANDLOYAL INDIANALWAYS TVASLEISURE CARASTATUS GULLIBLE FASHIONCONCIOUS
1 -.427 -.024 .385 .805 .057 .517 -.041 .225 .693 .263 .359 .053 .237 .748 .823 .899 .821 .462 .317 .061 .582 .050 .581 .492 .044 .128 -.130 -.048 .235
2 .099 -.135 -.482 .037 .037 -.043 .122 .144 .031 .082 .501 .705 .455 .179 -.102 .052 .155 .382 .025 .082 .597 .364 .187 .051 .891 .170 .121 .503 -.034
3 .056 -.052 .060 -.033 .857 .072 .116 .137 .135 .682 .333 .221 .495 .320 .116 -.044 .217 -.099 .359 .064 .120 -.221 .449 .578 -.037 .074 .163 .347 -.327
Component 4 .104 -.159 .118 -.096 .122 -.362 .905 -.020 -.142 .097 .263 .204 .123 .079 .042 -.006 -.154 .400 -.053 .043 .160 .479 -.036 .313 .095 .033 .822 .515 -.080
5 -.162 -.023 -.334 .336 .015 .203 -.080 -.121 -.435 .301 .132 .088 .197 .184 .085 .044 .080 .389 .784 .756 .136 .463 -.218 .172 -.043 .217 .102 .033 .269
6 -.506 .068 -.087 .040 -.046 -.347 .098 .764 -.124 -.194 -.445 .119 .183 .085 .278 .126 .198 -.195 -.062 .075 -.001 -.089 .331 .173 .057 -.109 -.192 -.239 .552
7 -.393 -.087 .371 -.098 .182 .336 -.054 -.110 .056 -.322 .003 .350 .228 .216 .149 -.080 .120 -.320 .015 .306 .075 .456 .185 -.214 -.012 .783 .098 .094 -.084
8 .056 .868 .413 .160 -.040 .215 -.010 .086 -.219 -.072 -.306 -.320 .305 .230 .079 -.140 -.088 -.112 -.108 -.006 -.002 .279 .100 -.166 -.021 -.111 -.194 .000 -.010
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 21 iterations.
Component Transformation Matrix Component 1 2 3 4 5 6 7 8 1 .771 -.480 -.117 -.054 -.140 -.156 .337 -.037 2 .358 .489 .123 -.449 .065 -.362 -.240 .473 3 .376 .191 -.501 .479 .167 .289 -.475 .060 4 .171 .575 -.091 -.117 .237 .350 .607 -.267 5 .269 .152 .661 .193 -.483 .413 -.152 -.044 6 .083 -.300 .061 -.618 .336 .490 -.351 -.204 7 .163 .004 .466 .300 .608 -.366 -.117 -.386 8 -.037 -.225 .231 .208 .420 .306 .271 .713
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
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Factor1 Medicinal value Bad breath protection Dining out Brand conscious Independe nt Premium for quality awareness
Factor4 Variety
Factor7 Tv as leisure
NAME OF FACTORS PREMIUM BENEFITS PROMOTION AL OFFERS VALUE FOR MONE Y STATU S IN BRAND S FUN LOVING FASHIO N ANS LOOKS TV AS MEDIUM OF PROMOTIO N FEATUR E
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Cluster Analysis Cluster Analysis is a class of techniques used to classify objects or cases into relatively homogeneous groups called clusters. Objects in each cluster tend to be similar to each other and dissimilar to objects in the other clusters. Cluster analysis is also called classification analysis or numerical taxonomy. Cluster Analysis is also used for the following:1. Segmenting the market : For ex: Consumers may be clustered on the basis of benefits sought from the purchase of a product. Each cluster would consist of consumers who are relatively homogenous in terms of the benefits they seek. This approach is called benefitsegmentation.2. Understanding Buyer Behaviours : Cluster Analysis can be used to identify homogenous groups of buyers. Then the buying behaviour of each group can be examined separately.3. Identifying new product opportunities : By clustering brands and products, competitive sets within the market can be determined.4. Selecting Test Markets 5. Reducing Data : Clustering analysis can be used as general data reduction tool to develop clusters or subgroups of data that are more manageable than individual observations.
Cluster
a,b Case Processing Summary
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Stage 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29
Coefficients 14.000 20.000 32.000 37.000 41.000 41.000 43.000 43.333 44.000 44.333 46.000 47.500 50.000 50.000 50.250 53.200 53.333 55.111 55.429 59.500 62.222 64.000 69.227 69.500 83.467 87.676 105.222 113.536 116.034
Next Stage 2 8 6 15 24 10 20 12 21 15 14 16 25 18 17 18 19 21 24 22 23 23 25 26 26 27 28 29 0
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Quick Cluster
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F a C se Cn r i l l t r et s n u e C se l tr u 1 A AE O W CL R A A EE W PP R A A EI W V R C A AE E W MS R A A EA W BB R A AE L W CO R A AE E W MD R A A EM W AW R CRE T RN URNB A D UERQE C SF E UNY P RHSF E UNY UCAERQE C T E I M S I CI GRQE C W H F E UNY T N TP YE PA E LC PI E R C CENI GO E L AS P W N R MD I AVL E E I NL AU C LTE AHR CL I MOT N AC C NE T U CV YR T CI N AI P OE T T O P EEI NGI SBD RVT A A T A O N B EDH RA T AT AT R L NI CE I B A FAOS LVR BAD RN P O OI N OE R MT MD O I FUNE NL E CR P I EE S I I Y R SNI V C T T I PL AS G MCENI N I PRN MB A D I P E I I AVL E MMD NL AU C I PAHR ML T E I P AC MOT N MCL I C NE T U VR T AI Y E I P AI YR T CI N MCV P OE T T O BDRAHR T CI A B ET P OE T O N NW AUE E F T RS E I D NET R NI BT E A C MOOE O B L VR CUI UB YR A T SUE O D I GU I N OT N B A DOC U RNC NI S O I DPNE T NEE DN P E I MOQAI Y RM F R UL U T T CN L G AL MD E HOO I L Y O C EN R VCT NOE A AI L VR O N T I T OC U OD C NI S E O P W OA S O E FD R I P RE BT E MOT DET R A A E ES W NS R B A DOA RNL YL I D NL AS NI AW A Y T AL I UE VSE R S CRSAU A AT T S GL I L UL E B F S I NOC U AH C NI S O O GNE E DR OCPT N CUAI O AE G 1 1 1 1 1 1 0 1 1 1 1 4 2 2 1 0 1 1 1 1 1 0 0 0 0 2 1 4 2 2 2 3 2 3 2 2 2 3 2 2 2 2 2 2 2 3 3 2 3 2 2 2 2 3 3 2 1 2 1 2 1 1 1 1 1 1 0 0 6 1 1 2 2 1 2 1 1 1 0 1 0 1 1 0 1 1 1 4 2 2 2 2 2 2 2 2 2 3 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 3 2 1 2 2 3 1 1 0 1 0 1 0 1 2 2 2 2 1 2 1 0 1 1 1 1 1 1 1 1 1 2 2 5 1 1 2 2 2 4 2 2 2 4 4 3 2 1 2 2 4 2 2 3 4 1 2 5 3 4 5 2 1 2 2 4 1 1 0 1 1 0 0 0 2 2 1 3 2 2 1 1 0 1 0 1 0 0 1 0 1 2 2 3 2 2 3 3 2 2 2 3 3 3 3 2 3 3 3 3 3 3 2 3 2 2 3 2 2 2 3 3 2 2 2
PROFILING OF CLUSTERS
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IMPORTANT VARIABLES IN DECREASING ORDER CURRENT BRAND BRAND CONCIOUS TECHNINOGICALY MODERN BRAND LOYAL TIME INDEPENDENT PRICE SENSITIVITY INDIAN ALWAYS NEW FEATURES VARIETY INDIAN BETTER DINING OUT COMBO LOVER INDIAN BETTER CAUTIOUS BUYER GULLIBLE NOT DIET CONCIOUS 1 CURRENT BRAND BRAND CONCIOUS TECHNINOGICALY MODERN BRAND LOYAL TIME INDEPENDENT PRICE SENSITIVITY INDIAN ALWAYS NEW FEATURES VARIETY DINING OUT COMBO LOVER INDIAN BETTER CAUTIOUS BUYER GULLIBLE NOT DIET CONCIOUS VALUE BRAND FOR CONCIOUS MONEY *The stars represent the different variables which play important role to respondents in the concerned cluster. VARIETY SEEKERS BRAND USERS 2 3 4
Conclusion
1. Chi-square Analysis: ~ 38 ~
2. Cluster analysis:
Name of the clusters: The four types of respondents are as follows: 1. VARIETY SEEKERS- These type of respondents always look for variety. They are willing to try new brands which are launched in the market. 2. BRAND USERS- They are the respondents who usually use the brand which suits their personality and needs. 3. VALUE FOR MONEY- They are the respondents who are always in search of better deals i.e. they purchase those brands which they think are good and is worth enough to pay a particular amount. 4. BRAND CONCIOUS- These are the respondents who conscious about the brand they use, they dont want to try new brands in the market. They only use the brand which they have been using from a very long time.
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3. Factor Analysis:
Name of the factors: In the factor analysis we have clubbed the 29 variables into 8 factors which are a follows: 1. PREMIUM BENEFITS- the factor represents variables that are highly focused on the quality aspect of the brand, they are brand conscious. 2. PROMOTIONAL OFFERS- the factor represents variables encompass the promotional offers, they want combo packs or discount. 3. VALUE FOR MONEY- the factor represents variables that include great deals and brand loyalty. 4. STATUS IN BRANDS- the factor represents variables that products which increases their status in the society. They always try creating status symbol by purchasing brands which have attractive packaging and unique promotional strategy. 5. FUN LOVING- the factor represents variables that show outgoingness of respondents and are somewhat carefree. 6. FASHION AND LOOKS- the factor represents variables like brands whose image is trendy and fashionable in the society. 7. TV AS MEDIUM OF PROMOTION- the factor represents variables which include responsiveness to the way company promotes its brand, purchase decision is dependent on the promotion of the brand. 8. FEATURE- the factor represents variables which include the ultimate benefits of the product regardless to the brand.
BUSINESS REPORT:Based on the finding in the conclusive research we hereby make some recommendations regarding the buying behaviour of the customers:
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The male customers are more alert and aware about the shelf life of the products Age group is basically related to bad breath protection according to our survey data, this means that the consumers in the age group of 15-30 are concerned about features of the toothpaste which help them to create a good image in society and among peers. Youngsters prefer imported products with better features. Majority of the respondents belong to the cluster of variety seekers, as the product is of FMCG sector and is a necessity thus customers want different flavours, added benefits which may suit their needs.
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