Study of Awareness of Herbal

Toothpaste across Demographics

By-Yash, Bibhu, Jillam International

Management Institute Bhubaneswar

Introduction

o Consumer is king’ –the statement carries profound truth in it. Today the success of any firm depends upon the satisfaction of consumers.

o For satisfying the consumers the firm should know about the behavior of the consumers

o Firms should know what are the involvement level , attitude and attachment of consumers towards their brand

Indian Oral Care Industry In 2010, the oral care market in India was around

US$980 million Growth trend of toothpastes over the past 3 yrs was

relatively slower than that of other key FMCG categories (11%)

Growth of the toothpaste category was even lower, at around 9%

The toothpaste market in India had a very low penetration rate of 60%.

Objective Of The Studyo To study the involvement level of consumer

towards Toothpaste Brands

o To examine the attitude and attachment of consumer towards Herbal Toothpaste

o To study the attributes of brand awareness such as involvement , attitude and attachment towards brand .

o To study the factors which influence consumers preference in buying a toothpaste

Decision problem • Management decision problemWhat should be done to increase the customer base of Himalaya herbal toothpaste.

• Research problemWhat is the brand awareness and consumer response towards Herbal toothpaste with respect to other competing brands in the segment and across the segment

HYPOTHESIS o H1 : There is significant difference in attitudes ,Involvement &

attachment towards brand between male and female o H2: There is significant difference in attitudes ,Involvement &

attachment among different age groupso H3: There is significant difference in attitudes ,Involvement &

attachment among different Academic Qualificationo H4: There is significant difference among different income group

attitudes towards brand• H5: There is significant difference in brand preference among

people of different gender.• H6: There is significant difference in brand preference among

people of different Income Group.• H7:There is significant difference in brand preference among

people of different Age group• H8: There is significant difference in brand involvement, brand

attitude and brand attachment among people using different category of toothpaste

Awareness Attributes towards Brand

a. Involvement

b. Attitude

c. Attachment

Category

Scope & The Need of Study Herbal products are now a day preferred

over other toothpaste but still the share is quite negligible ,

This may be due to several factors Availability Affordability Awareness

o The study is limited only to citizens of Bhubaneswar & Cuttack

o We believe that the findings in this region are fairly representative of the other cities as well

Research Methodology o The methodology of the study is based on

the primary as well as secondary datao The study depends mainly on the primary

data collected through a well-framed and structured questionnaire

o The study is confined to Bhubaneswar & Cuttack

o In all 70 respondent are chosen with details like Age , Gender , Qualification & Income of the family

o The information gathered through questionnaires were studied through Excel & SPSS 18

Research Model Demo

graphic• AGE

• Gender• Income

• Qualification

Brand Preference • Freshness• Overall oral care• Herbal

• Niche Problem solving

Brand Awareness • Involvement • Attitude• Attachment

Sample Details Gender a. Male – 49 – 70 %b. Female – 21- 30%

Age

a. 18 -23 - 32 – 45.7 %b. 24 -28 - 17 - 24 .2%c. 29 -34 - 7 - 10 %d. 35-50 - 10 - 14.2 %e. 51+ - 4 - 5.7 %

Sample Details (Continued) Annual Income a. Less Than 2 Lakh – 14b. 2 – 4 Lakh - 22c. 4- 6 Lakh - 17 d. 6- 8 Lakh - 7 e. Above 8 Lakhs – 10

Qualification a. Matriculate – 8 b. Graduate – 37 c. Postgraduate – 25

Limitation • The research works covers only

Bhubaneswar &Cuttack • The sample size do not ensure

representative and conclusive finding

• Respondents may biased towards a particular brand

• A more robust analysis is required to reach a strong conclusion

Type Of Research

• Conclusive • Causal• Quantitative

Questionnaires Involvement1. Toothpaste is valuable for me2. Toothpaste is relevant to me3. Its important to me that my toothpaste tastes good .4. Its important to me that my toothpaste gives me confidence to get close to people5. Its important to me that my toothpaste gives me healthy teeth6. It is important to me that my toothpaste makes my teeth whiter7. Its important to me that my toothpaste makes gives me dazzling smile8. Its important to me that my tooth paste has herbal ingredient9. Its important to me that my toothpaste protect me from all oral health problems10. Its important to me that my toothpaste is recommended by dentist

Questionnaires Attitude12. My toothpaste protect my tooth from decay13.My toothpaste makes my breath fresh14. It gives me relief from toothache15.My toothpaste prevents germs from affecting my teeth16. My toothpaste takes care of all my oral health problems17.My toothpaste has natural ingredient18. My toothpaste has a great flavor and taste19. My toothpaste is recommended by dentist20. Its a brand of my family

QuestionnairesAttachment

21.To what extent do you feel emotionally connected to your brand ?22. To what extent does your brand say something to others about who you are ?23. To what extent do thoughts and feeling for your brand come to your mind on their own ?24. To what extent do you think of your brand naturally and instantly ?25. To what extent would you be distressed if your brand were discontinued ?26. To what extent is it difficult to imagine life without your brand ?

Frequency Table

Toothpaste Category Frequency PercentFreshness 32 45.7142857

Overall oral care 22 31.4285714

Herbal 10 14.2857143

Niche problem solving 6 8.57142857Total 70 100

Reliability Table

Cronbach's Alpha N of Items

Cronbach's Alpha

N of Items

0.822 10 0.871 9

Cronbach's Alpha N of Items

0.88 6

Brand involvement Brand attitude

Brand Attachment

Brand Attitude

Brand Preference Parameter

Continued• X27 a – Price- Rank 6• X27 b – Availability – Rank 2• X27 c – Taste – Rank 3• X27 d – Freshness – Rank1• X27 e – Ingredient – Rank 4• X28 f – Brand Value – Rank 5

Cross Tabs

HIMALAYA

Conclusion • There is a need of changing the

positioning of Herbal Toothpaste • There is no significance difference

in involvement across different category of toothpaste

• The attitude towards overall oral care category is more compared to other category

• There is no significance difference in attachment across different category of toothpaste