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A Research Report On ROLE OF ELECTRONIC MEDIA IN PROMOTION OF TOOTH PASTE

Submitted to: Director, RBMI Greater Noida

Submitted by: Mahendra Singh M.B.A. 4 th Sem. Roll No. 0721170034

Rakshpal Bahadur Management Institute Plot no. 4, Knowledge Park-3, Greater Noida-201308

ACKNOWLEDGEMENT
With a profound sense of gratitude, I record my indebtedness to Mrs. Madhvi Upadhyaya, project guide, Apeejay institute of technology, school of Upadhyaya management for providing me the support to undergo this project. The nurturing and blossoming of this present work was mainly due to his valuable guidance, astute judgment, constructive criticism and an eye for perfection. But for his overwhelming interest, the present work would not have seen the light of days. And last but not the least; I am thankful to all the helpful people who were not even aware of the contribution they made towards the completion Of this project.

PRADEEP GUPTA

PREFACE
Many Managers thinks of marketing as a company department whose job is to analyses the market, discern opportunities, formulate marketing strategies, develop specific strategic and tactics, propose a budget and establish a set of control but there is more to marketing. Marketing must push the rest of the company to be consumer oriented and market driven. Marketing must convince every one in the company and in its larger network to create and deliver superior customer values. Marketing is also a process, which involves formulating a broad strategies and redefining it in to a detailed marketing mix and action plan, evaluating the results, and making further improvements Market share of a particular brand falls down mainly because of three reasons:
1. They want a change from traditional. 2. The product price rises. 3. The better alternative came up.

A satisfied consumer needs production of product along with good distribution proper exchange and excellent promotion.

EXECUTIVE SUMMARY
The main purpose of this Study was to know the media awareness among people; to measure the effective of electronic media; to analyze the media behavior of the people; and to identify the first source of information for consumer products. The study has been conducted to collect the information about the scope and effectiveness of advertising media mix for a particular group, and the role of different source of information in buying a product. Thats why the study has been conducted by taking a special reference like toothpaste. Because toothpaste is generally used by every individual and almost in every home. How the consumers come across to know a particular brand of toothpaste? What was the source of information? If that information has been got from electronic media like television, radio, cinema, internet or newspaper, then at what extent that information was effective? Are consumers purchasing the particular product because of awareness got by the electronic media or from elsewhere? Can the consumers recall any

advertisement? These are the basic questions, which have been focused to solve in this study. Effective advertising and awareness is much more emphasis in this study.

Table Of Contents

Industry history Objective of the study Scope of the study Importance of the study Over view of Indian tooth market About the Electronic Media Research Methodology Analysis and Discussion Limitations of the study Conclusion Bibliography Annexure A Questionnaire

Annexure B List of Table

Industry History
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The history of toothpaste goes back to 300-500 years before the birth of Christ but toothpaste and powder first appeared in printed pots round the 1860's. By the 1880's many chemists were making their own toothpaste, packaged in their own printed pots. The date of the first manufactured toothpaste was 1873 but it was not until 1896 that a product similar to that on the market today appeared in 1873; Colgate introduced aromatic toothpaste in a jar in the U.S. in 1896 Colgate dental cream was the first to be packaged in collapsible tubes similar to those in use today. The number and varieties of toothpaste being manufactured by high street chemists started to decline as large scale manufacturing chemists were able to supply such outlets with mass produce toothpaste sold in metal tubes. Toothpaste today is chiefly packaged in plastic (latitudes) rather than metal tubes and the choice of flavors in fairly uniform.

Objective Of The Study


The main purpose of this Study was to know the media awareness among people; to measure the effective of electronic media; to analyze the media behavior of the people; and to identify the first source of information for consumer products. The study has been conducted to collect the information about the scope and effectiveness of advertising media mix for a particular group, and the role
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Thats why the study has been conducted by taking a special reference like toothpaste. Because toothpaste is generally used by every individual and almost in every home. How the consumers come across to know a particular brand of toothpaste? What was the source of information? If that information has been got from electronic media like television, radio, cinema, internet or newspaper, then at what extent that information was effective? Are consumers purchasing the particular product because of awareness got by the electronic media or from elsewhere? Can the consumers recall any advertisement? These are the basic questions, which have been focused to solve in this study. Effective advertising and awareness is much more emphasis in this study. So, in the summer forms we can illustrate have the main objectives of the study as follows: To know the media awareness among the people. To measure the effectiveness of electronic media. To analyze the Media behavior f the people. To identify first source of information. To identify the change in attitude of the consumer due to electronic media. To analyze the media habits of the respondents. To identify the factors which affects the change in decision? To analyze the media distribution of the respondents.

The study would be immense interest to advertising agencies engaged in promoting consumer products through various electronic media. It is expected
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that this study would be above to expose many hidden facts of media effectiveness in advertising.

Scope of the Study


Media has emerged as a potent means of mass communication. The essence of lies in conveying the target audience the wants satisfying quantities of a product or service. The business world has consistently been searching for ways and means to improve the products or services that one buys, but the information regarding these improvements as well as great deal of prodding and pushing come from the advertising end of the business. It, infect, offers a quick and effective way for any marketer to tell the people that he has designed a new product or improved his product or that he deals in this product or provides that service. It is a million tongued salesmanship and the very fact that it is carried over mostly by mass media shows that it is likely to reach many people at some time or the other. As a matter of fact, the success of the companys product development as well as other marketing activities is closely tied up with the success of its advertising programs.
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However, how much effective an electronic media has been or to what extent the advertiser has been able to convey the meaning to the target audience has been more a matter of conjecture. It is worth pointing out here that some attempts have been made from time to time to measure the effectiveness of electronic media. The present study is also a modest attempt in the same direction. Many researchers have developed various techniques and have taken different aspects of media for measuring effectiveness. In fat, there is no dearth of literature on media research. For the purpose of this study, however, it was considered prudent to confine to only some aspects, since to cover all aspects would have been preposterous.

Importance of the Study


Since independence newspaper, magazine, radio, cinema, Television and Internet are being used increasingly by companies for sailing their products. Now a days Internet becomes important segment of the electronic media. Despite there growing importance, it is difficult to determine what effect a particular advertisement media makes on the mind of a consumer. It is equally difficult to measure the effectiveness of such media in terms of Sale increase as it is not certain whether the sale accrued due to an electronic media or because of other reasons. In order to know the media to which people are exposed, to know the media about which they were aware, and to know the media which influence customer buying behavior, a careful review of different advertisement though electronic media was made to locate a particular product using all the media. It was found that toothpaste was utilizing almost all the important media. Hence, it was proposed to measure the effectiveness of different media among rural and urban people in the content of this product. The selected electronic media for this study were television, internet, radio, cinema etc. The major criterion for selecting these media was that they were commonly used for advertising toothpaste in this country

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The oral care sector consists of three main segments Toothpaste Toothpowder and Toothbrush Prior to the 80's Colgate was the dominant player in the Indian toothpaste market with its leading brand namely Colgate dental cream. The rest of the market was fragmented and some of the better known brands at that time were Bianca, Forhans, Vicco, Signal and Closeup in the toothpowder segments, Dabur's Lal Dant manjan red toothpowder and Bandar Chaap Black toothpowder manufactured by the unorganized segments were the two well known brands. In the early 80's, Balsara Hygiene's Promised was able to achieve a product break through with it's positioning of the product on clove oil ingredient. Indians have been traditionally using clove as a household remedy for cavity problems. Balsara Hygiene introduced another product, Babool at a significant price discount catering to the lower end of market.

The late 80's witnessed a significant shift in industry structure and positioning platforms. In 1987, Hindustan Lever was a minor player who had launched close UP. Forhans was withdrawn from the Indian market in 1987 due to problems with fluoride formulations. Close up was re launched in 1988 with the
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Worldwide annual per capital consumption of toothpaste averaged 363 grams while consumer in India used only 107 grams of toothpaste annually. The average annual per capital consumption of toothpaste in India is lower than the worldwide average due to a lower than the worldwide average due to a lower average personal income and a lack of consumer education. Also, recent studies have indicated a high price elasticity of almost 300% for certain mass consumer products: i.e. a10% drops in prices could lead to a 30% increase in consumption.

The major player and their market shares in the 90,000 tons Toothpaste market is given below. Tooth paste market Players Colgate Palmolive HLL Balsara Hygiene Market Share 50.90% 32.90% 6.50%

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Source:CPIL

The following shows the percentage of population who use toothpaste, toothpowder and other conventional methods for oral care.

Mode Of Oral Care and % of Population Mode Toothpaste Toothpowder Conventional Methods Source: A & M

Usage(%) of total Population 47% 23% 30%

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Toothpaste has been primarily perceived as an urban product. Also, it is titled heavily in favor of large metros this could be due to higher education, purchasing power and urbanization.

Penetration levels of Toothpaste


ALL INDIA URBAN RURAL Source: Equity master.com 47.0% 73.0% 35.0%

Consumers in the lower end of the market in rural/semi urban areas use toothpowder and natural products such as neem, tobacco, and black powder for cleaning their teeth. These products are largely manufactured by unorganized sector. Form a recent survey it has been found that the upper class consumers in urban areas are looking for specialized product with cosmetic promises like fresh breath, white teeth and functional benefits of controlling plaque, preventing cavity etc. Among toothpaste users about 15% of consumers brush twice a day.
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The growth in the Toothpaste market demand can be attributed to a number of factors. Perhaps the two most important are rising penetration higher intensity of use. Penetration is driven by purchasing power, reach of media, availability and also price. Growth in rural areas is driven by conversion of non users. Various initiatives such as distribution of free samples, low unit price packs in small sizes and conducting oral care education in the rural areas are being undertaken by leading players. Paralleling these trends had been dramatic increase in Advertising expenditure and new value proposition introduced by the players in the market. The cumulative of above initiatives had been to increase the consumer awareness in rural areas and conversion of non-users to branded product.

Segmentation
The Toothpaste market in India can also be segmented on the basis of benefits sought from the product. They are broadly classified into four segments. for sales contribution from each segment see table.

Protection
The value proposition offered to this segment is protection of teeth & gums from germs, preventing cavity and controlling plaque. This segment largely comprises of family. The brands, which are sold under this proposition, are Colgate dental cream, Pepsodent, Aqua fresh, Forhans,(recently this brand was sold for a sum of around Rs.3.6 Crore to and undisclosed buyers )

Social Interaction
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The sale is on proposition of fresh breath and White teeth. This segment is dominated by gel toothpaste. Particularly teens and young adults seek these benefits. Gels which are marketed on parameters of freshness and energy are estimated to have market share of 20 - 35% of the total market. The brand which are very prominent in this segment are Close up gel, Colgate gel and Anchor gel etc.

Economic
The toothpaste sale is on "Value for Money" proposition for families with low to medium level of income .The price have significant importance in this segment. Promise, Babool etc are the toothpastes sold in this segment. Brands like Anchor, Aqua-Fresh, Ajanta and Babool are capturing volumes on the value for money platform, with equal spending promotions and better trade margins than the biggies.

Therapeutic
This is a niche segment. The toothpaste is positioned to offer medicinal benefits. They offer protection from aliments like bleeding of gums, prevention of tooth decay etc. The brands like Mentadent, Pepsodent-G etc.

Segment &sales contribution Protection & Economy 65% Social Interaction Therapeutics 16 35% 5%

Source: Indiainfoline.com

Product
Toothpaste is formulated to provide varied value propositions like protection from bad breath, cavity, and plaque etc. Toothpaste is marketed as squeeze tubes manufactured using HDPE, LLDPE and PP polymers. Over the years, the technological advancement has changed the role of packaging in Toothpaste industry from a carrier and protector to that of a marketing tool, performing a vital role in brand communication and on shelf differentiation. All the players in the market offer toothpaste in various sizes designed for varied purpose like traveling, family, use etc. The performance characteristics of toothpaste include white teeth .fresh breath, plaque control, cavity prevention. For the brands switchers, the size and prices of toothpaste were important attributes. In a recent study it has been found that 80% of the families share the same toothpaste for all the members of the family. The packaging size and prices vary for different brands. widely. Annexure a gives the SKUs and prices

Demand
With a population of 1.02 billion and population growth rate of 1-2%, India provides a huge potential market for toothpaste. Estimate for the rate of future growth of toothpaste vary but all observers agree that growth penetration, and the intensity of usage. The toothpaste market has recorded an 8% CAGR in the last five Years. 17

rural areas it is about 12-14%. Amongst various segments, protection & economy segment is growing at 5-6% p.a. Whereas the social interaction segment is growing at a fast pace of 10-12%p.a.

Competition
Profiles of some leading competitors in the toothpaste industry are given below.

COLGATE PALMOLIVE (I) LTD


Colgate Palmolive (India) ltd. (CPIL), a 51% subsidiary of US$9.1billion Colgate-Palmolive Company, USA, has been a leading player in oral care category for over 5 decades in India with sales of 9.9B and net income of $1.42B in FY03. Colgate is the dominant player in the oral care market with a market share of 50.6% in the toothpaste, 45% in toothpowder and 30.8% in toothbrush segment .Colgate has significant persons in protection, social interaction and economy segment CPIL drives around 85% of its revenues from the oral care category. Colgate has the market share of about of 65% till the late 80s with the increased competition, Colgates market share was considerably hit in the early 90s and
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(4%share) oral care business .but Colgates market share continued to fall and currently stands at around 50.6% from a high of 65% in 1995. In its successful drive the new Social interaction segment and this segment recorded strong growth with Closeup maintaining leadership and Colgate gel at no 2 position. Colgate managed to gain a 2% market share in FY00 after considerable advertising but its bottom line got hilt in the process and it reverted back to its lower ad spend regime. But still Colgate continues to be the numero-uno in this sector and its brand Colgate was adjusted as Indias #1 brand across all categories in seven out of the last eight years by A&M Magazines annual survey of Indias top brands. CPILs focus in urban markets is primarily on conversion of non-users, encouragement of the habit of brushing twice a day and meeting the evolving needs of consumers by providing a variety of differently formulated toothpaste offering unique benefits. Its traditional strategy of targeting non users in rural India and converting them into consumers of toothpaste has been one of Colgates strong points. The company has novel ways to enhance awareness of oral hygiene in the interior areas of the country. The campaign will include wall paintings, rural van operations, puppet shows. Colgate spends Rs. 4 crore every year to preach the value of using branded oral care products to villagers, using 72 vans, covering 7800 villages per anum. Using a 30 minute film as its communication vehicle, the company distributes for free an average of 7 million toothbrushes every year to initiate toothpaste usages. In toothpowder, the company maintained a rural thurst to bring non-users into
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toothpowder in sachets with a free toothbrush thrown into offer an entry pricing point for the low spending customer. This thrust has brought Colgate dental cream a distribution reach of 46 percent in rural markets versus close ups 20 percent and pepsodents 12 percent. Trouble is, it is losing a larger proportion of consumers at the upper end than it is adding at the entry-level. Thus, Colgates rural market share has fallen from 70.30 % in 95 to 68.50% in 99.Colgate launched fresh stripe gel nationally in May 1998 with its alternating red and white stripes with red gel containing actirinse fort fresh breathe and white stripes containing actiwhilte to lend sparkle to teeth. Colgate Palmolive India then decided to withdraw four sub brands of its toothpaste, Colgate double protection calciguard. Fresh mint and fresh stripes due to poor market share and introduce new variants. The company had invested Rs 20-25 crore in these four brands Colgate dental cream and Colgate herbal.

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PRODUCTS OF COLGATE
Based on their positioning the products can be classified into the following segments.

Colgate Palmolive-toothpaste segments

Toothpowder segments Economy segments Natural segments Regular paste segments Breathe freshness segments Oral hygiene segment

Colgate tooth powder Colgate cibaca top Colgate herbal Colgate dental crme Colgate gel Colgate sensitive care

Top end users Whitening toothpaste segments

Colgate total Colgate sensation whitening

HISTUSTAN LEVER LTD


Hindustan Lever Limited, 51.6% subsidiary of Unilever Plc, is the largest FMCG Company, with a turnover of Rs 118bn. The companys business sprawls 21

chemicals. The company has a dominating market share in most categories that it operates in such as toilet soaps, detergents ,skincare, hair care ,color cosmetics,etc. it is also the leading player in food products such as packaged tea,coffee,ice cream and other culinary products. Two pillars strong brand equity and a wide distribution network characterize the fast moving consumer goods business. Brand equities are built over a period of time by technological innovation, consistent high quality, aggressive advertisement and marketing .Availability near the consumer through a wide distribution network is another crucial success factor, as product are of small value ,frequently purchased ,daily use items. HLL is strong on both these fronts with leading brands, which are market leaders in their respective categories, and a1 m n strong direct retail reach. The leading business magazine, Forbes Global has placed Hindustan lever limited at the top among the best consumer household products companies world wide for the current year. The oral care segment contribution about 4%to its revenues buts its bottom line has been hit due to the heavy adverting costs and sales promotions. In 1987, Hindustan lever was a minor player who had launched with 5%market share represents mainly by close up. HLLs other brand signal had a negligible share and was later withdrawn with a 65%share. HLL has been a small player in the oral care sector untill1987when it repositioned close up as a gel and mouthwash targeted at the youth. After 87 HLL has been consistently gaining market and in oral care segment, HLL has emerged as a strong no 2 player with 32.9 % market share.
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the segments with Pepsodent G being prominent in therapeutic segment .some other strong brands are close up super fresh close up oxy fresh, Pepsodent etc.

PRODUCTS OF HLL
In 1993, HLL launched Pepsodent in direct competition to Colgates flagship product Colgate dental cream. But Pepsodent could achieve only 4-5% market share. In 1995 pepsodents proposition was changed to Germicheck protection (an extended protection from germs), which received tremendous success. In August 97, HLL added an anti-bacterial agent triclosan to its Pepsodent brand. In re-launched the new Pepsodent on the Germicheck platform with claims of 102% superiority to any other ordinary toothpaste, based on the 0.2% content of triclosan in its toothpaste brand. Triclosan is a proven anti-bacterial agent, which was also used by Colgate in its costller Colgate total brand. The aggressive marketing of new Pepsodent against Colgate dental cream led to a marketing war between the two. Colgate questioned the claim of pepsodents superiority and the matter was referred to MRTP commission to determine the
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share (by over 5-6% points) during this period Pepsodent on the other hand has gained strength and currently has a market share of 15%. Launched in 1993, Pepsodent is positioned on oral health platform of check germs even hours after brushing. It was the first toothpaste with a unique antibacterial agent to be launched to address the consumer need of checking germs even hours after brushing. Pepsodent 2in1 is a unique combination of paste and gel in one toothpaste .it provide long lasting protection from germs as well as long lasting fresh breath through is cool mint. Technology. In April2002,Pepsodent G was relaunched as Pepsodent G gum care

toothpaste .with attractive golden stripes, this gum protecting variant is now available in contemporary new packaging, clearly outlining the benefits it offers..Pepsodent G gum care is an internationally renowned specialist brand in the HLL oral care portfolio known for its enhanced protection against gum problems. It is targeted at all health conscious adults who either suffer from or seek reliable protection against gum problems and bleeding. Pepsodent in India is also available as a toothpowder with proven antibacterial agents. It gives protection against germs and is excellent cleaning due to effective abrasive system for strong teeth and healthy gums. Pepsodent has conducted various programmers across the country to promote oral care and hygiene amongst its customers and the community. Pepsodent Jadui Chikitsa is one such initiative to increase awareness of oral hygiene in rural areas. A poster on brushing technique, which was translated into local languages, was printed on tin plate as a lasting impression of Pepsodent Jadui
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translated into languages, was printed on tin plate as a lasting impression of Pepsodent jadui chikitsa for the rural areas.

Close-up, the youth brand, was the first gel toothpaste to be launched in India in1975 and has remained the category leader ever since. The brand arose out of a universal need for confidence in asocial situation, starting with fresh breath.

Close-up was relaunched in1988 with the proposition of gel and mouthwash. The new look close-up was positioned as the toothpaste ,enhancing social interaction ,offering value propositions like good breath ,white teeth etc and was backed by an extremely successful advertising campaign. Close up market share rose consistently thereafter from 5% (1987) to 22%. In 2002 close up was relaunched in two variant- close up tingly red and close up eucalyptus waves. This toothpaste with their superior formulation provides superior cleaning, enhanced flavor and a freshness that extends from nose to throat. The communication for close up focuses on the base line, Jee Ke Dekho Yaar, which encourages young people to go out and get a life. The new flavours are in line with HLLs endeavour to continuously innovate and offer new advance products to the consumers these flavours have been
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Recently close-up whitening, the tooth-whitening variant, was introduced with a unique self check device called shade-card. This helps consumers identify how yellow their teeth really are also to track the improvement in teeth colour as use the paste. The toothpaste helps teeth get whiter in 4 weeks of regular use. This tooth-whitening segment is having total market share of 6%of the total toothpaste market.

DABUR INDIA LTD.

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Dabur India ltd is the fourth largest FMCG Company in India with interests in healthcare, personal care and food products. building on a legacy of quality and experience for over 100years, today Dabur has a turnover of Rs.1232 crore with powerful brands like Dabur Amla,Vatika ,Hajmola &Real. Dabur is an important player in oral care segment with revenue of Rs.1000.3 crore and net income of 77.6 crore .the oral care contribution about 12% to the revenue of Dabur in 99. in 1970 ,Dabur expanded its personal care portfolio by adding oral care products. Dabur Lal Dant manjan was relaunched and its captured the Indian rural market. Sales in 1999 recovered a sharp 19%yoy decline in volumes, which are marketed aggressively by MNC players.dabur had bought the Bianca brand in1997.Dabur boasts of a transnational distribution network serving 1.3 million retail outlets and product availability in 50 countries around the globe. The quality of Dabur products has been its greatest strength throughout and to support this Dabur research foundation (DRF), an independent company is setup to spearhead Daburs multi-faceted research

PRODUCTS OF DABUR
Dabur Red Toothpaste
Dabur red toothpaste is positioned as toothpaste, which has lavang (clove) that helps prevent toothache, pudina, which helps prevent bad breath, and tomar,
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which kills harmful germs. It is therefore the first ever toothpaste which keeps all your dental problems away, thereby providing you strong teeth.

Dabur Lal Dant Manjan


Dabur Lal Dant manjan, the red tooth powder contains laung ka tail, kali mirch, pudina satva, pippali, Sunthi, Kapoor and Tomer Seed, Sugandhi Dravya, Kasni, Garlic, Powder, other natural ingredients. Bianca fresh toothpowder Saanse ho taazi, to jeetoge baazi It is being advertised as start your day with the freshness of cool, cool mint. Use Bianca fresh toothpowder, for extra sparkling teeth tangy daylong fresh breath. Thats the coolest way to add zing to your day. It contains calcium and extra mint.

BALSARA HYGIENE PRODUCTS LTD

Balsara Hygiene Products limited founded in 1925, operated as a family owned and controlled private enterprise till 1980. The business was transferred to Balsara Hygiene Products Ltd. in July 80. The company has a domestic annual sales turnover 28 Rs 1.31 bn and income of Rs 8mn. It also has a rapidly of

professionally

managed,

with

manufacturing,

sales,

distribution

and

administrative operations located throughout India and internationally. The company has a national sales and distribution network of 600,000 retail outlets. Balsara derives 60% of the sales from its oral care products. In the international market, Balsara supplies a wide range of personal and household care products to 40 countries around the world. The companys flagship brand, Promise toothpaste, is marketed in 29 countries. The Balsara group has a toothpaste manufacturing capacity of 38,000 tons pa, the largest in India. It is one of the lowest cost producers of toothpaste and manufactures a wide range of toothpaste formulations such as natural, herbal. Fluoride, baking soda, tartar control, and gel and for sensitive teeth. High volumes and low input costs due to in house availability of product ingredients and package materials from companies with in Balsara group, allow Balsara to provide quality product at extremely competitive rates. Balsara groups have presence in economy and protection segment. The prominent brands are Babool, promise etc. By introducing promise , Balsara hygiene quickly garnered 12% market share. Promise and Babool together had a market share of about 15% till 1987.

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PRODUCTS OF BALSARA HYGIENE:


Promise toothpaste
Promise toothpaste is unique toothpaste containing natural and time-tested clove oil. The scientifically proven antiseptic and bactericidal properties of clove oil help keep teeth strong and gums healthy. Promise toothpaste was awarded le monde world selection gold medals in London and Amsterdam for superiority in product quality. Recently. Promise became the worlds first and only toothpaste to receive international accreditation from the British dental health foundation (BDHF).

Promise Gel
Promise gel comes packed with all the natural and time tested goodness of clone, traditionally known for its beneficial oral care properties and trusted by dentists the world over. The products natural antiseptic and germ killing properties protect teeth and gums from harmful bacteria promise gels sweet and spicy flavours provides wake-up freshness right through the day. 30

Promise just for kids is sparkling gel toothpaste for children available in two exciting flavours- Tooty-Fruity and fruit & mint. This toothpaste is specially formulated to protect tender tooth enamel, making it suitable for use by children. Promise just for kids toothpaste has been awarded accreditation by the British dental health foundation (BDHF).

Meswak toothpaste is scientifically formulated from pure extract of the Meswak plant, salvadore persica- the famous; toothbrush tree used for centuries. The astringent and bactericidal properties of Meswak help reduce tooth decay fight plaque and prevent gum disease.

Babool
Babool toothpaste is natural toothpaste containing the ayurvedic and medicinal benefits of the Babool tree, Acacia Arabica the Babool herbal extract in super Babool toothpaste helps prevent swelling & bleeding of gums ,keeping healthy and teeth strong.

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OTHER PLAYERS
Shri Niranjan Ayurved Bhavan Limited a rural tooth powder marketing outfit based at Tumsar, Maharashtra, launched herbal toothpaste Niranjan .The paste claims to be wholly vegetarian. Price at Rs 32 for 200gms, Rs 19 for 100gms and Rs 11 for 50gms. This product is segmented to strict vegetarian in the country (an estimated 1/5 of the total population). Aimed garnering 15% of this population, company will be having 30 million people as primary target audience. Company used calcium rich pipal as a substitute for bone ash, which gives the paste its consistency and uses its abrasive power to clean teeth. Delhi based ralson visionary formulation, which has a moderate presence in homeo based products-the most famous being arnica shampoo has launched dental clean toothpaste with 100 gm for Rs.22 and 50 gm for Rs 12. It was the only lemon flavored toothpaste in homeopathic market. Earlier cibaca launched lemon flavored toothpaste but failed in the market place. Dental cleaner contains antiseptic homeopathic formulations which treat dental ailments such as bleeding gums, bad breath and toothaches. The other players in this segment are lordent from lord homeopharmacy and homeo dent from sharda bioron.

About Electronic Media


The electronic media would include radio and the television. The advent 32

music, which could be associated with their brand and product. Whereas the television brought the visuals along with the audio effects. This was a

revolution and the print media found it being sidelined as far as advertising went. Talking of India, the Cable TV boom in the early nineties added to the choices available to the advertiser on a regional segment.

IMPACT ON VARIOUS MEDIA


Up till now, the best way to build a mainstream brand is to advertise on television, where mainstream consumers account for roughly half audience. But companies that want to avoid the high cost of national advertising can find other ways to insert their brands into consumers physical world. As a gardening supplier, this company must appeal to high-income pessimists. Yet every article includes a shopping list, an 800 number (free calling system available in USA) and the web site address where consumers can buy the plants and tools they see. Start-ups may not like the prospect of investing in non-Internet marketing channels, but this is what it will take to win mainstream consumers. The Internet makes consumer industries far more competitive and dynamic than they were in the past. In this harsh environment, the companies that intend to thrive in the long run must build a defendable strategic position. In other word, the companies need to build an advantage that other companies do not have in the marketplace. Cutting prices by 50 per cent and running Super Bowl advertisements create huge short-term growth, but it does nothing to secure the future of the company. Having a hot IPO or a high stock price may help, but it wont suffice. The companies that ultimately will win the battle
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for Internet consumers see now that profitable growth can not go on forever and simply being a dotcom does not constitute a strategic advantage.
As the Internet matures, companies must learn to compete in world of Dynamic Trade, where the apparent supply to consumers rises and companies must heed the signals of current demand, what companies want now? Dynamic Trade will make consumer industries more efficient and on the whole less profitable than they were in the past. They must build a unique value. One way to do this is to build a brand based on consumer experiences. A projected image, even one that has millions of dollars in marketing budget behind it, will not stand up unless the every day experience of the consumers on the internet reinforce the brand. Companies that ignore this truth will find that they are not just wasting half of their advertising budget.

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Research Methodology
Descriptive Design- A research design is purely & simple the framework or plan for a study that guides the collection & analysis of data . The present study is basically descriptive in nature the major purpose of descriptive research is description of the state of affairs at the exists at present situation . In order to know the media to which people are exposed, to know the media about which they were aware, and to know the media which influence customer buying behavior, a careful review of different advertisement through electronic media was made to locate a particular product using all the media. It was found that toothpaste was utilizing almost all the

important media. Hence, it was proposed to measure the effectiveness of different media among rural and urban people in the context of this product. The selected electronic media for this study were television, internet, radio, cinema etc. The major criterion for selecting these media was that they were commonly used for advertising toothpaste in this country. Selection of sample: The sample consisted of 100 respondents 80 of them were resident of Lucknow and remaining 20 from adjoining areas of Lucknow. respondents. Purposive sampling technique was used for selecting the It was intentionally decided to select NOIDA AND

GREATER NOIDA in NCR because it included all types of socio economic groups. I contacted the people who were anxious to participate in this study. One individual (not less than 16 years of age) in each home was interviewed. To make the sample uniform and representative, it was kept in mind that selected persons should be either purchasing the toothpaste or influencing the purchase decision. Questionnaire and personal interview techniques were followed to collect the information. The ratio of respondents between urban and rural areas was 1:3 as the toothpaste consuming habits of people in a rural area is different from that in an urban area. People in the village use relatively less toothpaste as other substitutes such as Datun, Mud are available in abundance. Although this ratio was decided upon judgment and experience, yet every effort was made to make the sample uniform and representative.

Type of data- primary data &secondary data are used in the present
research . Primary data- primary data collected from field survey I collected primary data through survey method , questionnaire & personel interview.

Formulation of Questionnaire:
For the preparation of questionnaire, a few retailers of toothpaste brand were contacted to get primary information. The questionnaire was prepared to seek information both urban and rural people regarding the first source of information about toothpaste brands which the respondents were using, the advertisements which they had come across about the same brand or any other, their reading and listening habits of electronic media, influence of these media on their buying behavior, etc. Because of poor memory factor, added recall and unpadded recall were given due place in the construction of questionnaire. The questionnaire were kept short, and less factors and directly related were excluded to solicit better response. A nondisguised, structured questionnaire was prepared. Each respondent was asked to mention the toothpaste brand being used at present and brand he was using before. This was asked mainly to know the brand in which the respondent was taking more interest. Respondents were to mention the first source of information for brands. They were asked to mention the names of media from which they read pr listened or viewed advertisements about the present brands. Moreover, they were given restricted choice to specify that media which influenced their buying behavior about the present brands.

Interview Procedure:
The response of respondent was recorded on questionnaire at the place or interview. It naturally brought the advantages of personal interview. For recalling the source of advertisement, the respondent was added by the various electronic media. But for recalling the source of media which One

influenced the buying behavior, unaided recall method was used.

question was asked purposely (not get forced choice) to name one electronic media only. Further the respondent was given add only when it was clear that the respondent knew the answer, but because of insufficient knowledge about ingredients and intricacies of advertisement media, he was unable to express his views. Aided recalls also helped in getting the pointed reply firm the respondent for a particular question. The role of unaided recall was to know the depth of knowledge of respondent and to avoid any bias. Unaided were sought to the extent possible.

Analysis and Discussion


Profile of respondent:
The general profile of respondents in terms of age, sex, marital status, education and income are given as follows:

Age & Sex of the respondents:


There are 53% male and 47% female, among which the research has been conducted. Out of these respondents 20% respondents belong to the rural areas, 30% respondents are age group of above 30 years, 40% belong to the age group of 26 30 years, 20% respondents belong to the age group of 21-25 years and 10% belongs to the age group of 16 20 years. There is a great impact of electronic media over the age and sex and slightly differ in number, it is because of exposure to the media.

Table 1: Distribution of the respondents according to their age and sex.

Age Group 16-20 21-25 26-30 Above 30

Male 6 13 18 16

Female 4 7 22 14

No. of respondents 10 20 40 30

Total

53

47

100

Marital status of the respondents:


65% of the total respondents among males and females are married while 35% of the total respondents are unmarried. The percentage of married male and female respondents is higher in urban areas than in rural areas.

Table 2

Distribution of the respondents according to their marital status Marital status Married Unmarried Total No. of respondents 65 35 100

Education level of the respondents:


The percentage of the respondents having post graduate level education is 41% and the percentage of graduate level of education is 47% while 12% respondents have the intermediate level education. Exposure and effectiveness of electronic media vary with the education level as highly educated and urban based are much exposed than that of rural and low qualified respondents.

Table 3

Distribution of the respondents according to their

education level Education Level Intermediate Graduate Post Graduate Total No. of respondents 12 47 41 100

Profession of the respondents:


When the respondents were asked about their profession following data were obtained. The maximum numbers of respondents were from the teaching background (42%), followed by the housewife for (27%). The respondents were also student for (19%) and it was followed by the businessperson (12%), the rest number of respondents from professional background.

Table 4 Profession Background

Distribution of the respondents according to their professions No. of respondents

Govt.services Business House wife Student

42 12 27 19

Total

100

Income group of the respondents


Family income is considered as the basis for the purpose of making groups. This group has been done keeping in the view the purchasing power on the one hand and likely needs, desires and aspiration of the respondents on the other hand. 55% respondents have the income more than Rs. 9000, 28% respondents belong to the income group of Rs. 6000-9000 and 12% respondents belong to their the income group of Rs. 3001-6000 while 5% of respondents belong to the income group of below Rs. 3000.

Table 5

Distribution of the respondents according to their income groups Income Level No. of respondents

9001 &above 6001 to 9000 3001 to 6000 below 3000 Total

55 28 12 5 100

PRESENT BRAND OF TOOTHPASTE USED


After having established the fact that the respondents have been consuming toothpaste for some period, they are also asked the name of present brand used. 30% respondents consume Pepsodent, 32% respondents consume Colgate, 15% respondents consume Close-up , 4% respondents consume cibaca , 3%respondent consume Anchor, and 5% respondents consume other brands like Babool, Neem etc. This is the mix-up response from both rural and urban areas. This indicates that the premium brands having high exposure through various electronic media are used very frequently.

Table 6

Distribution of the respondents according to their present brand used

Toothpaste brands Pepsodent Close-Up Colgate Cibaca Anchor Miswak Other Total

No. of respondents

30 15 32 04 03 05 11 100

Distribution of the respondents 32 30 35 30 25 15 20 15 5 10 4 3 5 0

11

ep so de nt C lo se -U p C ol ga te C ib ac a A nc ho r M is w ak O th er

Series1

Time Duration of the present brand used:


24% respondents have been using the present brand for less than six months while 76% respondents have been using the present brand for the more than six months. It is because, the toothpaste brand of high exposure with the benefits are used very much than that of low exposure of toothpaste brand.

Table 7

Distribution of the respondents according to their time duration of present brand used Time Duration Less than 6 months More than 6 months Total No. Of respondents 24 76 100

tim duration of present brand used e

24%

76%

Less th 6 an m th on s M th 6 ore an m th on s

Earlier used Brand:


Prior to the present brand 48% respondents used Colgate, 28% respondents used Pepsodent, 14% respondents used close-up while 10% respondents used other toothpaste brand like Cibaca, Anchor, Neem, Miswak and Babool. Electronic media created a large gap between the prior brand used and present brand used. Consumers are very much affected through the various electronic media sources and change their decision on behalf of the different aspect. Table 8 Earlier brand used by the respondents Present No. of respondents Brand Colgate Pepsodent Close-up 48 28 14

Table 8 Others Total

Earlier brand used by the respondents 10 100

Reason to change in the Earlier Brand:


Consumer changes their preferences in brand at time to time. There were several factors/reasons which play an important role in changing the brand and selection of new brands. These factors may be internal or

external. In internal factors their come the taste, price, family and cultural environment. In the external factors advertisement and promotional

schemes play a vital role. 32% respondents say that they change the earlier brand because of taste in toothpaste, 6% respondents changed their earlier brand because of price, 30%respondents changed their earlier brand because of advertisement, 7% respondents changed their earlier brand because of promotional schemes and 25% respondents say that there are other reasons for change like change and involvement of the family member.

Exposure to the advertisement is the most important because by the exposure of advertisement the consumer could know very easily about price, taste and promotional schemes. In the whole discussion the effectiveness of electronic media could be easily understood.

Table 9

Response of reasons to change in earlier brand by the respondents Earlier Brand Taste Price Advertisement Promotional Schemes Others Total No. Of respondents 32 06 30 07 25 100

Factors affect the change in decision:


Change in the decision always occurred when different options are present and several factors affect the decision-making. 20% respondents emphasis on the statement that there are herbal ingredients consists in the present brand of toothpaste. 56% respondents feel that by using the present brand of toothpaste they could maintain healthy gums and strong teeth. Brand of reputed company is also important

segment and 17% respondents are very much affected by this Statement. In other factors 7% respondents the earning consumer are very affected by the likings of children and family member. In overall discussion these information could only be known when the respondents are asked to the advertisement. Only media especially

electronic media provides such types of information to the consumer and consumer takes their decision.

Table 10

Factors affect the change in decision

Factors affecting decision Herbal ingredients Healthy gums & Strong teeth Reputed brand Other Total

No. of respondents 20 56 17 07 100

H rb l e a in re ie t g d ns H a h g m& e lt y u s Sro g e t t n t eh R p t d ra d e ue b n Oh r te

First Source of Information:


Table 11 reveals that the most important first source of information is the Television for 79% of the respondents followed by Newspaper (12%), Shopkeeper (5%) and the relatives (4%). In rural areas the most important first source of information is shopkeepers and the radio. This indicates that most of the respondents are very much exposed to the Television in rural as well as urban areas because of the cheapest source in the present scenario. information. Newspaper is the second important source of

Table 11

Relative distribution of first source of information First Source of Information Shopkeeper Television Newspaper Relatives No. of respondents 05 79 12 04 100

Total

Exposure to the present brand:


The respondents are asked after knowing the first source of information as to whether they could come Across any advertisement about the brand presently Being used by them because the advertisement appeals the use of brand.62% respondents have seen the advertisement about the toothpaste brand presently being used by them. 38%espodents have not seen the advertisement of present toothpaste brand. This indicates that advertisements of the toothpaste brands are very much effective by the different electronic media.
Table 12

Responses of the respondents whether they come across any advertisement

Effectiveness of advertisement Yes No Total

No. of respondents 62 38 100

RELATIVE MEDIA DISTRIBUTION

In response to the question regarding the media of advertising the respondents were asked about the media. In the electronic media there are Television, Internet, radio, newspaper and cinema. 79% respondents say that they come across the advertisement of the present toothpaste brand by the television, 1 5% respondents come across to Radio and followed by cinema (6%). This shows that the appearance of the advertisements on Television is very much effective and that's why it is important segment of electronic media. In rural areas the Newspaper and Radio is important segment of electronic media.

Table 13

Responses

of

the

respondents

regarding

relative

distribution of media Effectiveness of advertisement Televisions

No. of respondents 79

Internet News papers Radio Cinema Total

0 0 15 6 100

EFFECTIVENESS OF ADVERTISEMENTS ON ELECTRONIC MEDIA

The advertisement, which appears on television, that may or may not be effective to the consumer point of view. This effectiveness leads to the brand selection. 76% respondents' say that the advertisement appears on television is very much effective while 24% respondents select the average effectiveness of the advertisements. It is concluded that the advertisements are very much effective which appear on Television to the rural and urban consumer point of view.

Table 14

Responses of the respondents regarding effectiveness of advertisement on electronic media

Effectiveness of advertisement Very Much Average Total

No. of respondents 76 24 100

Impact on brand preference:


After the appearance of the advertisement on Television, the effectiveness leads to the brand preference. In some cases it is not true. 69% respondents say that there is great impact on brand preference because

of the effectiveness of the advertisement on Television. respondents refuse of impact on brand preference.

While 31%

This again reflects the importance and effectiveness of electronic media.

Table 15

Responses of the respondents regarding impact of advertisement on brand preference Responses Yes No Total No. of respondents 69 31 100

Factors Appealed:
Those who have impact on brand preference because of advertisement are appealed to toothpaste brands like punch-line, simplicity, advertisement appeal, and herbal ingredients. These appealed are known to consumer through electronic media. Star appeal is an important segment of this appeal This again reflects the importance and effectiveness of electronic media.

Advertisement Recall:
In response to the question regarding the recall of advertisement electronic media, the respondents gave their responses. In some cases,

respondents faced difficulty in recalling the media as it was long time that they had been using the present brand of toothpaste. Out of total

respondents 76% respondents can recall the advertisement of toothpaste brand but 24% respondents cant recall any advertisement of any toothpaste brand. This result indicate that the advertisement which are exposed frequently before the consumer and are interesting they could easily recall, however less exposed advertisement cant easily recalled. recalling of the advertisement is in the urban areas as Maximum

compare to rural areas. Important point is that the advertisement of star appeal are easily recalled because of this, the interesting advertisement are easily recalled.

Table 16

Responses of the respondents regarding recalling of advertisement of toothpaste on electronic media. Responses No. of respondents Yes 76

No Total

24 100

Brand of the Toothpaste:


The advertisement which could be recall very frequently is very much popular for the respondents. It is because of the effectiveness of electronic media. The advertisements which are passed before the consumer, the

respondents are using those brands. Out of 76% respondents, 36% respondents are consuming the Colgate brand of toothpaste, 29% respondents are consuming Pepsodent brand of toothpaste while 11% respondents are consuming other brand of toothpaste

Table 17

Brand of toothpaste (Out of 76 respondents)

Toothpaste Brand Colgate Pepsodent Close-up Total

No. of respondents 36 29 11 76

Exposure to the Media:


Advertisements are through the various media channels. In the

electronic media segment Television, Cinema, Radio and Newspaper are important. In todays scenario Television is the most important and common segment. Thats why it is highly effective segment of electronic media. 90% respondents say that they have seen the advertisement of toothpaste brand on Television which could be recalled and find much interesting. 6% respondents say that recalled advertisement was listened by them at radio while 4% respondents say that they have seen the advertisement in the cinema. This mix-up response of the respondents

because Television is not available in almost every rural areas but rural people has the radio facility.

Table 18

Exposure to the media Responses Television Radio Cinema Total No. of respondents 90 06 04 100

Media habits of the respondents:


To study the media habits, the respondents were asked to give their opinion regarding their habit relating to different media such as newspaper, radio, television, and cinema. In answering this question, the respondents were given free choice to indicate all those media to which they were exposed. The response threw some light about hose respondents who were exposed to some media but did not care the advertisement in those media. Finally, when the respondents are asked about the media habits, how much they exposed to the media which is available to that areas. One respondent has multiple media habits and frequently passed through time to time. 100% respondents watch the Television regularly because of cheapest and easily available media. 44% surf the internet regularly. This is very scare media which is not easily found in the rural areas. Second most common media habit was radio and respondents of such type were 52%. If we take serious consideration of media habit, it is found that television is watched by almost every respondent. Second common habit was surfing internet and followed by listening to radio and less effective media habit was the cinema. In the media habit, a respondent has not passed all four media habit except the cinema.

Table 19

Media habit of the respondents (Multiple Choice) Habits No. of respondents Watch the television regularly Go to 100 cinema regularly Surfing the internet regularly Listen to radio regularly 44 58 52

Limitation of the study

The effectiveness of various electronic media is measured in keeping in mind the constraints and limitation given below ; 1.The present study was confined to Lucknow city and its adjoining areas. The findings of this study may not applicable to other areas. 2.The limitations and biasness of sampling techniques used in this study may influence the findings of this study. 3.Due to limitation of time and resources, all the possible factors influencing media effectiveness could not be considered. 4.The study of electronic media effectiveness may not hold well over a period of time due to various improvements in the present electronic media.

Conclusion

The main purpose of this study was to identify the first source of information of toothpaste brand, to know the media awareness and media behavior of the people, to study the media habit of the people to measure the effectiveness of various electronic Media. We can summarize and concluded the study by the following manner. The brands which are much exposed before the people through various electronic media are used at large. Some brands like Pepsodent and Colgate are frequently exposed with good illustration, are very much used. This clearly shows the effectiveness of electronic media. Whatever information the consumer gets from advertisement which appears on various electronic media, he takes the decision on the basis of those informations. So, whatever informations will be exposed on the electronic media, they will definitely helpful in changing the attitudes of the consumer at large extent. Urban respondents were more exposed to advertisement and had favorable response towards advertisement appearing through various electronic media than the rural respondent.

Television and newspaper were important source of information in the urban areas. Shopkeepers and relatives are other first source of information,

so they are also considered as integral part of the media. Now a days television is much popular in rural areas as well as urban areas, thats why maximum companies are taking help from television in exposure of their brands. Radio and cinema were also first source of information for a very few people. After collecting information 88% respondents came across the advertisement about that brand. Out of 88% respondents maximum number of the respondents was exposed with the television followed by the radio and cinema. So, television is the best media exposure and was very effective to the consumer point of view. Consumer responded that advertisement which appears on television were very much effective and such type of respondents are 62% and rest 38% respondent in average affectivity. And this affectivity leads to a

consumer for impact on brand preference, because of this reason the brand is preferred. Punch-line, simplicity and contents make the advertisement

effective. When the advertisement is exposed on electronic media, these factors are highly considered to create effectiveness.

Recalling of the advertisement by the maximum number of respondents shows the effectiveness of the electronic media. It happens only

when the advertisement is exposed in a good manner and on a good track which leads towards the change in consumers attitude of buying and awareness. Every respondent had multiple media habits. The respondents who had the media habit of watching television regularly were 100%. Thats why television is the best media habit for the respondents. Surfing internet and listening radio was the second and third media habit of the respondents respectively. Radio is highly effective in both rural and urban areas. Cinema and internet were

Cinema is the fourth effective media habit.

available only in the urban areas and because of this reason it is not effective media habit for all the respondents. Concluding the topic of the study Effectiveness of the electronic media with a special reference of toothpaste It is said that the respondents are very much affected by the media especially Television, Radio, Newspaper, Cinema, and Internet. Out of these electronic media the most effective media was television which is available almost in every home and people are very much exposed to it.

Bibliography

Books:
Research Methodology Advertising C. R. Kothari D. R. Singh, R. M. Upadhaya, R. K. Tandon, Journal Asia-pacific business review Asia pacific institute of Management New Delhi

Annexure
(A) Questionnaire

Name Sex Address

:.. : Male / Female : ..

Marital Status Age Group :

: Married / Unmarried 16 20 yrs. 21 25 yrs. 26 30 yrs. Above 30 yrs.

Education Level :

Primary Matriculation Intermediate Graduate Post Graduate Other (Specify)

Profession

Student Govt. Service Business House Wife

Income Group

Below 3000

3001 6000 6001 9000 9001 & Above (I)


Which toothpaste brand are you using at present? Pepsodent Close Up Colgate Anchor Neem Miswak Babool Cibaca Others Since when have you been using the present brand? Less than 6 months More than 6 months Which toothpaste brand were you using prior to this present brand? Please specify the brand name.

(II)

(III)

(IV)

Why have you change the earliest Toothpaste brand? Because of

Taste Price Advertisement Promotional Schemes Other (Specify) Which factor/s affects your change in decision? It is certified by dental association It consist of herbal ingredients It maintains healthy gums & Strong teeth Brand of reputed company Other(Specify)

(V)

(VI) What was the source of information for the present brand?

Friend Shopkeepers Television Newspaper Relatives Other(Specify)

(VII/A) Yes

After collecting information from above sources did you come across any advertisement about this brand?

No If yes, what was the media? Television Internet Radio Cinema In your opinion how effective was the advertisement appearing on television? Very Much Average Below Average Was there any impact on your brand preference?

(B)

(VIII)

(IX/A)

Yes No If yes, what appealed you? Plea specify

(B)

(X/A) Can you recall any advertisement about any another toothpaste brand of electronic media?

Yes No

(B)

If yes, name the toothpaste brand?

(c)

Where have you seen this? Television Internet Radio Cinema Tick which ever is more applicable in your case. Watch the television regularly Go to cinema regularly Surfing internet regularly Listen to Radio regularly Can you recall any advertisement about any toothpaste brand, which you find more interesting?

(XI)

(XII/A) Yes No

(B)

If yes, name the toothpaste brand?

(C)

Specify the media? Television Internet Radio Cinema

The advertisement of which brand you like most


Pepsodent Close Up Colgate Anchor Neem Miswak Babool Cibaca Others

(B) List of the Table

Table 1

Distribution of the respondents according to their age and sex.

Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Table 9 Table 10 Table 11 Table 12 Table 13 Table 14 Table 15 Table 16 Table 17

Distribution of the respondents according to their marital status Distribution of the respondents according to their education level Distribution of respondents according to their profession Distribution of the respondents according to their income group Distribution of the respondents according to their present brand used Distribution of the respondents according to their time duration of present brand used Earlier brand used by the respondents Response of reasons to change in earlier brand by the respondents Factors affect the change in decision Relative distribution of first source of information Responses of the respondents whether they come across any advertisement Relative distribution of media Effectiveness of advertisement according to the respondents Responses of the respondents regarding impact of advertisement on brand preference Responses of the respondents regarding recalling of advertisement of toothpaste on electronic media. Brand of toothpaste (Out of 76 respondents)

Table 18 Table 19

Exposure to the media Media habit of the respondents (Multiple Choice)

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