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1. INTRODUCTION 1-25
LIST OF
2. REVIEW OF LITERATURE 26-42 TABLES
BIBLIOGRAPHY
ANNEXURE
PERCENTAGE ANALYSIS
TABLE PAGE
TITLE
NO. NO.
1
ESTIMATING GENDER STATEMENT OF
4.1. RESPONDENTS 47
ESTIMATING AGE GROUP OF THE
4.2 RESPONDENT 49
ESTIMATING MARITAL STATUS OF THE
4.3 RESPONDENTS 51
ESTIMATING EDUCATIONAL
4.4 BACKGROUND OF THE RESPONDENTS 53
ESTIMATING MONTHLY STATEMENT OF
4.5 THE RESPONDENTS 55
ESTIMATING THE MONEY SPENT TO THE
4.6 PRODUCT BY THE RESPONDENTS 57
ESTIMATING THE PREVIOUS USAGES
4.7 MADE BY THE RESPONDENTS 59
ESTIMATING HOW LONG THE
4.8 RESPONDENT IS USING THE PRODUCT 61
ESTIMATING THE BRAND OF COLGATE
4.9 TOOTHPASTE USED BY THE RESPONDENTS 63
ESTIMATING THE
4.10 IMPORTANCE OF 65
PURCHASE OF THIS
PRODUCT BY THE
RESPONDENTS
ESTIMATING OF THE PURCHASING
4.11 INFLUENCES OF THE COLGATE TOOTHPASTE 67
BY THE RESPONDENT
2
ESTIMATING THE SUITABLE PRODUCT
4.12 PROMOTING FOR PROMOTIONAL 69
ACTIVITIES
ESTIMATING THE OFFERS MADE BY
4.13 ANOTHER BRAND OF TOOTHPASTE 71
PURCHASED BY THE RESPONDENTS
ESTIMATING THE IMPACT CREATED BY THE
4.14 SALES PROMOTINAL PRODUCTS BY THE 73
RESPONDENTS
ESTIMATING THE LEVEL OF SATISFACTION
OF BY THE RESPONDENTS
4.15 75
LIST OF CHARTS
PERCENTAGE ANALYSIS
TABLE PAGE
TITLE
NO. NO.
3
ESTIMATING GENDER STATEMENT OF
4.1. RESPONDENTS 47
ESTIMATING AGE GROUP OF THE
4.2 RESPONDENT 49
ESTIMATING MARITAL STATUS OF THE
4.3 RESPONDENTS 51
ESTIMATING EDUCATIONAL
4.4 BACKGROUND OF THE RESPONDENTS 53
ESTIMATING MONTHLY STATEMENT OF
4.5 THE RESPONDENTS 55
ESTIMATING THE MONEY SPENT TO THE
4.6 PRODUCT BY THE RESPONDENTS 57
ESTIMATING THE PREVIOUS USAGES
4.7 MADE BY THE RESPONDENTS 59
ESTIMATING HOW LONG THE
4.8 RESPONDENT IS USING THE PRODUCT 61
ESTIMATING THE BRAND OF COLGATE
4.9 TOOTHPASTE USED BY THE RESPONDENTS 63
4
ESTIMATING THE SUITABLE PRODUCT
4.12 PROMOTING FOR PROMOTIONAL 69
ACTIVITIES
ESTIMATING THE OFFERS MADE BY
4.13 ANOTHER BRAND OF TOOTHPASTE 72
PURCHASED BY THE RESPONDENTS
ESTIMATING THE IMPACT CREATED BY THE
4.14 SALES PROMOTINAL PRODUCTS BY THE 74
RESPONDENTS
ESTIMATING THE LEVEL OF SATISFACTION
OF BY THE RESPONDENTS
4.15 75
5
CHAPTER I
INTRODUCTION
MARKETING OVERVIEW
Marketing starts with finding out what prospective customers think and
what they need. These needs are then fulfilled by the products and services
that you sell. The pricing, promotion and distribution of these products and
services determine who will be willing and able to buy them.
INTRODUCTION TO MARKETING:
These activities are performed and these are related to each other so that
the objectives can be fulfilled effectively. Similarly way the marketing
activities are performed in some of the company those are interested in
marketing the products or services for use of customers. Marketing is one of
the important activities of an organization. It is through marketing the
products or services of the company are reaching to the customers.
WHAT IS MARKETING:
The management process through which goods and services move from
concept to the customer.
DEFINITION OF MARKETING:
7
According to The Chartered Institute of Marketing Marketing is the
management processes that identifying, anticipation and satisfying customer
requirements profitably.1
MEANING OF CONSUMER:
WHO IS A CONSUMER:
Any individual who purchases goods and services from the market for
his/her end-use is called a consumer. In simpler words a consumer is one
who consumes goods and services available in the market.
8
An attitude in marketing terms is defined as a general evaluation of a
product or service formed over time (Solomon, 2008). An attitude satisfies a
personal motive-and at the same time, affects the shopping and buying habits
of consumers.
MEANING OF BEHAVIOUR:
CONSUMER BEHAVIOUR:
9
personal consumption. But a business buyer stated that an individual
consumer buys for personal consumption. But a business buyer buys things
for manufacturing other products or for reselling or for use in the running of
his enterprise. A buyer or a customer becomes a regular customer when he
regularly buys or consumes a product or service. In other words, a customer
is one who regularly visits a place of business or patronizes a product or
services. CUSTOMER IS THE KING.
1. According to J.F ENGELS The activities and the action of people and
organization that purchase and use economic goods and services, including
the influence on these activities and actions.1
10
1. Consumers do not always act or react as the theory would suggest.
2. Consumer research has vividly pointed out that customers dislike using
identical products and prefer differentiated products.
3. Meetings of special needs of customers requirement market segmentation.
4. Rapid introduction of new products with technological advancement has
made the job of studying consumer behaviour more imperative.
5. Consumer behaviour can be used to sell products that might not sell easily.
Consumers are the responsible factors for the sales of products and
services. So, when a new product is launched in a market, understanding
consumers buying behaviour becomes very essential. consumer behavior
holds a great important in marketing field because if look over the modern
philosophy of marketing in that CUSTOMER is treated as the KING, his
needs and wants are being studied for making any product, and above that its
always been seen while looking for opportunities for a product development
that which product is brought most and what are the factors that result in
purchase of a product. We can easily understand its importance if we look
around our environment. Consumer behavior is made up of two words
consumer and behavior. Consumer is the person who consumes the product,
he may or may not be a buyer and behavior means the aggregate of all the
responses made by an organism in any situation.
MEANING OF PROMOTION:
DEFINITION:
11
Sales promotion includes incentive-offering and interest-creating
activities which are generally short-term marketing events other than
advertising, personal selling, publicity and direct marketing. The purpose of
sales promotion is to stimulate, motivate and influence the purchase and
other desired behavioral responses of the firms customers.
Stage in the life cycle - e.g. advertising is important at the launch stage
Nature of the product - how much information is required by customers
before they buy
Competition - what are rivals doing?
Marketing budget - how much can the firm afford?
12
Marketing strategy - other elements of the mix (price, product, place etc)
Target market - appropriate ways to reach the target market
Advertising
Public relations & sponsorship
Personal selling
Direct marketing
Sales promotion
SALES PROMOTION:
DEFINITION:
13
Sales promotion has come a long way from the time when it was
simply a short term inducement to increase sales.
Gay (1997)
14
This allows the consumer to experience the product or service either
free or at a reduces price. It is the primary tool for new-product introductions
because it stimulates trial. Sampling is also effective for introducing
modified products, for dislodging an entrenched market leader, and for
demonstrating the brand superiority.
b) PREMIUM AND SPECIALITIES
An offer of merchandise, either free or at a reduced price, for
responding in some way is called a premium. Many companies also use
premiums to encourage consumers to switch brands or to reward customer
loyalty.
Premium can be classified as:
i. In-Pack premiums, which are inserted into the package by the
manufactures.
ii. On-Pack premiums, which are placed on the outside of the outside of
the package at the factory.
c) PRICE REDUCTION:
The most common type of consumer sales promotion is the price
reduction- a sale. Although sale prices can generate tremendous response,
they can also have negative effect on a brands overall pricing strategy. This
was understood by Bombay Dyeing as they decided to keep their flagship
brand, Vivaldi, away from the normal 15 per cent price reduction that they
usually undertake.
d) COUPONS:
A certificate offered by either manufactures or retailers that grant
specified brands. When presented for redemption at the point of purchase.
e) MERCHANDISING:
Every promotion needs communication support if customers are
to know about it. Such merchandising materials include:
i. Banners.
ii. Signs.
15
iii. Windows posters.
iv. Shelf strips and tags.
v. Racks.
2. TRADE PROMOTIONAL TOOLS
The following are the trade-related tools that the manufacturers
follow for promotion:
a) TRADE ALLOWANCES:
To achieve the authorization objective explained above, often
requires slotting allowances. These are fees paid to a retail chain to stock in
its warehouses and make it available in its stores.
b) DEALERS LOADERS:
To help encourage the retailers to put up a special display or POP
display for a promotion. Marketer will sometimes design a display to include
an attractive item of value to the retailer.
c) TRADE SHOWS:
Manufacturers, suppliers and vendors in a particular industry
gather to display and review new product developments at trade shows.
ADVANTAGES:
1. Creates differentiation:
When you launch a new product or ask customers to engage with
your business in a new way, this sets you apart from your competition.
Promotion planning compels you to identify something new or different that
offers value to your customers.
2. New content and communication opportunities:
One of the easiest ways to create new content for your customers
is to create news. Promotions are news.
3. Creates up sell and cross sell opportunities:
When you package or bundle products around a theme or solution,
you can often generate sales of multiple items rather than a single item.
16
When you focus on creating added value to your regular assortment, you can
charge premium prices.
After deciding the objectives and tools of sales promotion, the marketer
has to make a few more decisions to ensure effective results. Such aspects
are discussed below:
1. Size of incentives:
The marketer has to determine how much incentive should be
offered. A certain minimum incentive is necessary if the promotion is to
succeed. A higher incentive level will produce more sales response but at a
diminishing rate.
2. Distribution pattern:
The marketer must also decide the mode and medium of
distribution of incentives. The cost of distribution should not be more than
that of the results that are expected from the promotional efforts.
17
3. Duration of the Promotion:
If the sales promotion period is too short, many prospects will not be
able to take advantage, since they may not be repurchasing within that time.
But if the promotion period is too long, a scheme will lose some of its
effects.
4. Pre- testing:
Sales promotion scheme should be pre-tested, if possible. The
purpose is to determine whether the schemes are appropriate or not. It is also
helpful to test the suitability of the size of the incentive in the context of a
particular target group.
4. Quick Returns:
Sales promoting activities are launched quickly and yield faster
results. These activities also motivate the over burdened and lethargic sales
force. Therefore, there is widespread use of sales promotion schemes.
19
Although sales promotion is an important strategy for producing quick,
short-term, positive results, it is not a cure for a bad product, poor
advertising, or an inferior sales team. After a consumer uses a coupon for the
initial purchase of a product, the product must then take over and convince
them to become repeat buyers.
1. Message Miscommunication:
2. Price Sensitivity:
20
Sales promotions in Colgate:
As such no promotion is done at retail level except the
recommendation by the shopkeeper. But for rural market COLGATE uses
VAN (van is a mobile promotion station having facilities for screen show,
slide show and mike publicity)
HISTORY:
For more than 200 years, Colgate people and Colgate values have been
at the heart of its Success. It is the powerful strategy and sharp focus which
drives to their Success today.
Colgate-Palmolive Company is an American multinational consumer
products company focused on the production, distribution and provision of
household, health care and personal products, such as soaps, detergents,
and oral hygiene products (including toothpaste and toothbrushes). Under its
"Hill's" brand, it is also a manufacturer of veterinary products. The
company's corporate offices are on Park Avenue in Midtown
Manhattan, New York City.
21
In the 1840s, the firm began selling individual cakes of soap in
uniform weights.
His company sold the first toothpaste in a tube, Colgate Ribbon Dental
Cream, in 1896.
In 1896, Colgate hired Martin Ittner and under his direction founded
one of the first applied research labs.
22
In Milwaukee, Wisconsin, the B.J. Johnson Company was making a
soap entirely of palm oil and olive oil, the formula of which was developed
by B.J. Johnson in 1898.
In 1900 Colgate wins top honors for its fine soaps and perfumes at the
Worlds Fair in Paris.
23
In 1930 On March 13, Colgate is first listed on the New York Stock
Exchange.
In 1939 Dr. Mark L. Morris develops a pet food to help save a guide
dog named Buddy from kidney disease. This breakthrough leads to the first
Hill's Prescription Diet product.
In 1953 "Peet" was dropped from the title, leaving only "Colgate-
Palmolive Company", the current name.
George Henry Lesch was president, CEO, and chairman of the board of
Colgate-Palmolive in the 1960s and 1970s, during that time transformed it
into a modern company with major restructuring.
24
In 1966 Palmolive dishwashing liquid is introduced and today it is sold
in over 35 countries.
25
In 1986 The Chairman's you can make A Difference Program is
launched, recognizing innovation and executional excellence by Colgate
people.
In 1995 Colgate enters Central Europe and Russia, expanding into fast-
growing markets. Colgate acquires Kolynos Oral Care business in Latin
America and launches market-leading Sorriso toothpaste.
In 2004 Colgate acquires the GABA oral care business in Europe, with
its strength in the important European pharmacy channel and its ties with the
dental community.
26
In 2005, Colgate sold the under-performing brands Fab, Dynamo,
Arctic Power, ABC, Cold Power and Fresh Start, as well as the license of the
Ajax brand for laundry detergents in the U.S., Canada and Puerto Rico, to
Phoenix Brands, LLC as part of their plan to focus on their higher margin
oral, personal, and pet care products
On October 25, 2012, the company announced it will cut more than
2,310 workers, or 6 percent of its workforce, by the end of 2016 in a push to
make the consumer products company more efficient.
27
five weekends throughout January. For more than 20 years, the company
supports the Starlight Children Foundation which is a nonprofit organization
dedicated to help seriously ill children and their families. The mission is to
help children to cope with pain, fear and isolation through entertainment,
family activities and education (2012).
2. Colgate Total
3. Colgate Sensitive
28
7. Colgate Fresh Energy Gel.
8. Colgate Herbal
2. Although most Colgate toothpaste brands use sodium fluoride, the Colgate
Cavity Protection variety instead contains sodium monofluorophosphate as
the active ingredient.
5. Simply White utilizes two separate chambers that contain a whitening agent
and cleaning gel.
Primary Objective:
1. To study the consumer behaviour towards Colgate toothpaste.
2. To know which brand in Colgate will attract the consumer.
29
3. To find out whether Sales Promotion increases the Sales of products.
4. To know level of satisfaction of Colgate toothpaste.
SECONDARY OBJECTIVE:
1. To obtain information regarding the consumer behaviour towards
various brands offered by Colgate toothpaste.
2. To know the views of the consumers with the performance of
Colgate Toothpaste.
3. To give suitable reaction to enrich the consumer behaviour of
Colgate Toothpaste.
1. The research focuses on the several features of the Colgate toothpaste and to
know the suggestions of the user which may help the company in further
development of the Colgate toothpaste.
2. To know the kind of offers offered by the Colgate toothpaste.
3. To know the sales promotional schemes whether it is increasing or not.
LIMITATIONS:
1. There was a limited span of time for the project work in which the study of
Sales Promotion activities carried out for Colgate toothpaste is to be done.
2. The limitation for the study of the Promotional Activities carried out for
Colgate in Chennai region only.
3. The project is restricted only to Colgate toothpaste.
4. The Sample Size is only 100 and it is a primary data, there were no chances
that the given data may vary from the actual, which can lead to the wrong
results.
5. There is no Comparative Study made.
30
6. Under the study illiterate people are excluded.
7. People were hesitant to disclose the true facts
8. It is a Micro- level project.
This study suffers from some limitation, which could be avenues for
further research. Though there is limitation, all the exertion has been made to
collect the information in order to make this project more accurate and
satisfactory to the Time Tested Concepts.
CHAPTER II
31
REVIEW OF LITERATURE
REVIEW OF LITERATURE
Consumer behaviour:
32
behavior of the consumers. In this study, the researcher emphasizes the
importance of lifestyle and its impact on the buyer behavior.
Perception:
Perceived fit:
Brucks (1985)
Product type:
Quality:
34
It is our aim to provide the best product for the consumer and we
believe that if the products have quality the consumer will pay the price.
Packaging:
Deepak Manchandra
Promotion:
35
channel, which reduces their apprehension and anxiety in purchasing
products through the channel.
Brand Awareness:
Family influence:
Shopping motives:
Sheth (1983).
36
Sales Promotion to the sales of the individuals and households, Who buy
the goods and services for personal consumption. Consumers around the
world are different in various factors such as age, income, Education level
and preferences which may affect the way they avail of goods and services.
This Behaviour then impacts how products and services are presented to the
different consumer Markets.
Sales is the prior to 1978 the Indian Toothpaste market was dominated
by multinationals. The BAL Sara Group founded way back in 1925
38
launched Promise toothpaste heavily promoted for its clove oil
ingredient. Promise achieved the distinction of being the first
Indian toothpaste brand to be accredited by theBritish Dental HealthFoundati
on (BDHF). Currently Balsara's Promise brand and its variants and Babool
enjoy a market share of 5 per cent each.
Sales promotion in rural India still presents huge opportunity for the
company to grow the market. Even today, over 70% of population resides in
rural areas. Colgate, therefore, continues to focus on expanding its rural
distribution. Thrust of this market expansion programme commenced in FY
2001 under Operation Jagruti. This programme is in 2nd phase with
massive rural sampling and seeding exercise for Colgate Herbal, targeted at
non-users and infrequent users of dentifrices.
39
Companys Oral care basket growing faster than its well- entrenched MNC
rivals Colgate and Hindustan Lever Ltd.
Bureau, 2006
Sales Promotion Daburs kitty of oral care brands (Babool, Meswak and
Lal Paste) have beaten market leader Colgate, followed by Hindustan Lever
Ltds (HLL) Pepsodent and Close-Up brands, both by value and volume.
(AC Nielsen 2006)
The toothpaste market is fiercely competitive but gaps and platforms are
always available.
Sales are increased and spending is also helping Colgate expand its market
share. For example, Colgate Total's share of the toothpaste market grew 0.6
percentage point to 14.9%.
Consumer Promotions:
PRICE DEALS:
Buyers may learn about price discounts either at the point of sale or
through advertising. At the point of sale, price reductions may be posted on
the package, on signs near the product, or in storefront windows. Many types
of advertisements can be used to notify consumers of upcoming discounts,
including fliers and newspaper and television ads. Price discounts are
especially common in the food industry, where local supermarkets run
weekly specials. Price discounts may be initiated by the manufacturer, the
retailer, or the distributor.
CONTESTS/SWEEPSTAKES:
42
time, contests were more commonly used as sales promotions, mostly due to
legal restrictions on gambling that many marketers.
SPECIAL EVENTS:
PREMIUMS:
43
Other types of direct premiums include traffic builders, door
openers, and referral premiums. The garden tool is an example of a traffic-
builder premium an incentive to lure a prospective buyer to a store. A door-
opener premium is directed to customers at home or to business people in
their offices.
CONTINUITY PROGRAMS:
Continuity programs retain those brand users over a long time period by
offering ongoing motivation or incentives. Continuity programs demand that
consumers keep buying the product in order to get the premium in the future.
Trading stamps, popularized in the 1950s and 1960s, are prime examples.
Consumers usually received one stamp for every dime spent at a
participating store. The stamp company provided redemption centers where
the stamps were traded for merchandise. A catalog listing the quantity of
stamps required for each item was available at the participating stores.
SAMPLING:
Trade Promotions:
44
A trade sales promotion is targeted at resellers, wholesalers and
retailers who distribute manufacturers' products to the ultimate consumers.
The objectives of sales promotions aimed at the trade are different from
those directed at consumers. In general, trade sales promotions hope to
accomplish four goals:
45
about three-tenths of a second viewing a product, anything increasing
product visibility is valuable.
TRADE SHOWS:
PUSH MONEY:
DEAL LOADERS:
TRADE DEALS:
46
Trade deals are special price concessions superseding, for a limited
time, the normal purchasing discounts given to the trade. Trade deals include
a group of tactics having a common theme to encourage sellers to specially
promote a product.
BUYING ALLOWANCES:
Alvarez(2005)
Olujide(2002)
Hellman, (2005)
Ellen Foxen. R
47
Sales Promotion is the best achievement of the short term marketing
objectives by schematic means.
Christian Peterson
Mc Carthy
Harold Whitehead
George Hopkins.
Our 200-year history reflects the strength and innovation that Colgate
people have used to constantly transform our Company and identify new
opportunities.
48
49
CHAPTER III
RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
RESEARCH:
50
results of previous work, solve new or existing problems, support theorems,
or develop new theories.
METHODOLOGY:
The process use to collect information and data for the purpose of
making business decisions. The Methodology may include publication
research, interviews, surveys and other research techniques and could
include both present and historical information.
RESEARCH DESIGN:
SAMPLE:
SAMPLE DESIGN:
Sample design refers to the means by which one selects the primary
units for data collection and analysis appropriate for a specific research
question.
SAMPLE SIZE:
1. PRIMARY SOURCES:
52
A primary source is an original object or document -- the raw
material or first-hand information. Primary sources include historical and
legal documents, eyewitness accounts, results of experiments, statistical data,
pieces of creative writing, and art objects. Some of the two Primary Sources
are:
Questionnaires:
The questionnaire is made for the customer feedback for new
products such as new Colgate toothpaste.
Observation:
The observation was used to find out the various promotional
activities carried out by Colgate.
2. SECONDARY SOURCES:
A secondary source is something written about a primary source.
Secondary sources include comments on, interpretations of, or discussions
about the original material. One can think of secondary sources as second-
hand information.
GUIDELINE REPORT:
LITERATURE REVIEW:
REFERENCE BOOKS:
I have referred many books and Websites for this Research Methodology.
1. PERCENTAGE ANALYSIS.
FORMULA :
Total no of respondents
54
CHAPTER IV
DATA ANALYSIS
&
INTERPRETATION
TABLE: 4.1
55
NO. OF % OF
SEX RESPONDENTS RESPONDENTS
MALE 49 49
FEMAL
E 51 51
CHART4.1
100 100
51 51
49 49
0 0
1 2
INTREPRETATION:
56
The above table shows respondent on the basis of gender. In that 49% are
Male respondents and 51% are Female.
TABLE 4.2
57
NO. OF THE % OF THE
AGE RESPONDENTS RESPONDENTS
10-20 30 30
21-30 26 26
31-40 20 20
41&
ABOVE 24 24
TOTAL 100 100
CHART 4.2
INTERPRETATION:
The above table representing the age factor of respondent from which
47% of the respondents are below 20 years of age group, 25% of the
58
respondents are between 20-30 years, 15% of the respondents of the age
group are 31-40, 12% of the respondents of the age group are 40 & above.
TABLE 4.3
59
STATUS RESPONDENTS RESPONDENTS
SINGLE 70 70
MARRIE
D 30 30
TOTAL 100 100
CHART 4.3
100%
200%
100
30
1
70 0 0.3 0
0.7
1 2
INTERPRETATION:
The above table shows the marital status of the Male respondents
is 70% and the female respondents are 30%.
TABLE 4.4
CHART 4.4
13
1 29
40
18
INTERPRETATION:
61
The above table shows the educational status of the respondents.
Majority of the respondents are 40% are from College. 19% are from
professionals and 13% are from others.
TABLE 4.5
62
INCOME NO. OF % OF THE
GROUP RESPONDENTS RESPONDENTS
<5000 12 12
5001-10000 31 31
10001-15000 22 22
>15001 35 35
TOTAL 100 100
CHART 4.5
NO. OF RESPONDENTS
INCOME GROUP
<5000
5001-10000
10001-15000
>15001
TOTAL
INTERPRETATION:
63
The above table shows the Income Group of the respondents. It tells
that 42% of the respondents are having monthly income is in between
Rs.1,000 - 15,000. 35% of the respondents are having monthly income are
above Rs. 15,000. 21% of the respondents are having monthly income of Rs.
5,001- 10,000 and the least 12% of the respondents are below Rs. 5,000.
TABLE 4.6
64
ESTIMATING THE MONEY SPENT TO THE PRODUCT BY THE
RESPONDENTS
NO. OF % OF
MONEY RESPONDENT RESPONDEN
SPENT S TS
Rs. 5-10 4 4
Rs.11-20 15 15
Rs. 21-
30 19 19
Rs. 31-
40 16 16
RS. 40 &
Above 46 46
TOTAL 100 100
CHART 4.6
100%
100
46%
46
4% 19%
19 16%
15%
15 16
0% 4
2 3 4 5 6 7
1
0
65
INTERPRETATION:
This table signifies that 46% of the respondents are spending to buy
the product for 40 & above, 19% of the respondents are spending for
Rs. 21-30, 16% of the respondents are spending for Rs. 31-40, 15% of the
respondents are spending for Rs. 11-20, 4% of respondents are spending for
Rs.5-10.
TABLE4.7
66
ESTIMATING THE PREVIOUS USAGES MADE BY THE
RESPONDENTS
CHART 4.7
100% 200%
100
17 100
83
0 0.17
0.83
0
1 2
INTERPRETATION:
67
This table shows the previous usage of the product. It reveals that 83%
are saying yes and 17% are saying No to the previous made by the
respondents.
TABLE 4.8
CHART 4.8
69
TOTAL 7 100 7 10000% 77
ABOVE 1 YEAR 6 54 6 66
54%
5 55
1 YEAR 5 1919%
444
4-6 MONTHS 466%
333
10%
2-3 MONTHS 310
222
11%
1 MONTH 211
101
0%
MONTHS 1
1
INTERPRETATION:
This table shows that on the basis of how long this product is being
used by the respondents.54% of the respondents are belonging to the
category above 1Year; followed 19% are belong to the 1Year, followed by
11% of the respondents are belong to the category of 1 Month, and least
percentage of 10% are belonging to the category which lies between 4-6
months.
TABLE 4.9
70
NO. OF THE % OF THE
BRAND RESPONDENTS RESPONDENTS
COLGATE
DENTAL CREAM 28 28
COLGATE KIDS 5 5
COLGATE HERBAL 10 10
COLGATE CIBACA 5 5
COLGATE ACTIVE 52 52
TOTAL 100 100
CHART 4.9
120
100
80
60
40
20
0
1 2
COLGATE DENTAL CREAM COLGATE KIDS
COLGATE HERBAL COLGATE CIBACA
COLGATE ACTIVE TOTAL
INTERPRETATION:
This table shows that the brand of Colgate toothpaste of which the
respondents are using. It reveals that 52% of the respondents are using the
Colgate Active, followed by 28% of the respondents are using Colgate
71
Dental Cream, followed by 10% of the respondents are using Colgate
Herbal, and the least percentage of 5% are belonging to the categories of
Colgate Kids and Colgate Cibaca.
TABLE 4.10
% Of Respondents
IN STORE
ADVERTISEME
NT 40 30 30 100
ADVERTISE
MENTS SEEN
20 20 60 100
OUTSIDE
SHOPS
MEMORIES OF
THE
10 50 40 100
TOOTHPASTE
PURCHASE
INFORMATION
50 15 35 100
ON PACKAGING
FAMILY OR
19 21 70 100
FRIENDS
PROFESSIONAL
10 25 65 100
ADVICE
TABLE 4.10
73
NOT IMPORTANT
IN STORE ADVERTISEMENTS
ADVERTISEMENT SEEN OUTSIDE
SHOPS
MEMORIES OF THE INFORMATION ON
TOOTHPASTE PACKAGING
PURCHASE
FAMILY OR FRIENDS PROFESSIONAL
ADVICE
INTERPRETATION:
This above table clearly says that the calculated percentage value
of importance of purchase. In that 40% of the respondents say that In Store
Advertisements not Important but 59% are Somewhat Important and 29%
are Important.
TABLE 4.11
74
PURCHASING NO. OF % OF THE
INFLUENCE RESPONDENTS RESPONDENTS
PRICE 5 5
WHITENS TEETH 20 20
FAMILIAR BRAND 24 24
REGULAR TYPE 11 11
GET INSTEAD OF
PASTE 5 5
PACKAGING 5 5
FOR SENSITIVE
TEETH 11 11
FRESHENS 19 19
TOTAL 100 100
CHART 4.11
75
100
90
80
70
60
50
40
30
20
10
0
INTERPRETATION:
TABLE 4.12
SUITABLE NO. OF % OF
76
RESPONDENT
PRODUCT RESPONDENTS S
RADIO 5 5
TELEVISI
ON 72 72
NEWSPAP
ER 12 12
OTHERS 11 11
TOTAL 100 100
CHART 4.12
12
10
0
0 2 4 6 8 10 12
INTERPRETATION:
77
This table reveals that which is suitable medium for promoting the
promotional schemes. 72% of the respondents say it is due to Television,
12% of the respondents believe it due to Newspaper, 11% of the
respondents lies on others and 5% of the respondents are for Advertisement.
TABLE 4.13
78
ESTIMATING THE OFFERS MADE BY ANOTHER BRAND OF
TOOTHPASTE PURCHASED BY THE RESPONDENTS
PROMOTIONAL NO. OF % OF
SCHEMES RESPONDENTS RESPONDENTS
BUY ONE GET ONE
FREE 5 5%
PRICE
REDUCTION 57 57%
LOYALTY
POINTS 30 30%
ADDITIONAL
OFFERS 3 3%
NONE OF THE
OFFERS 5 5%
TOTAL 100 100%
CHART 4.13
5 57 30 3 100%
5
1
INTERPRETATION:
TABLE 4.14
80
% OF
NO. OF RESPONDENT
IMPACT RESPONDENTS S
SWITCHING OVER
ANOTHER BRAND 23 23
INCREASE IN BUYING
BEHAVIOUR 52 52
NO CHANGE IN
BUYING BEHAVIOUR 33 33
TOTAL 100 100
CHART 4.14
81
60
40
20
0
1
2
IMPACT
SWITCHING OVER ANOTHER BRAND
INCREASE IN BUYING BEHAVIOUR
NO CHANGE IN BUYING BEHAVIOUR
INTERPRETATION:
This table reveals that what type of impact does the sales promotional
schemes on the products which create on the respondents. 52% of the
respondents reveals that Increasing of the buying behaviour when the time of
sales promotional offer. 33% of the respondents reveals that no change in
buying behaviour and 23% of the respondents which makes the buying
behaviour when the time of sales promotional offer.
TABLE 4.15
CHART 4.15
100
90
80
70
60
50
40
30
20
10
0
1 2
INTERPRETATION:
83
This table says that the level of satisfaction of the service
provided by the respondents. 72% of the respondents are satisfied to the
level of satisfaction, 18% of the respondents are highly satisfied to the level
of satisfaction and 10% of the respondents are dissatisfied to the level of
satisfaction.
TABLE 1.16
84
ESTIMATING THE SALES PROMOTIONAL ACTIVITIES WHICH
MAKES THE RESPONDENTS TO BUY THE PARTICULAR
PRODUCT
Highl
% OF RESPONDENTS
28 21 19 17 15 100
AVAILABILITY
QUALITY 20 20 20 10 30 100
QUANTITY 19 23 15 16 27 100
PRICE 20 25 15 20 20 100
BRAND
27 16 19 15 23 100
IMAGE
OFFER 15 23 20 25 17 100
DISCOUNT 21 19 15 28 17 100
MEDICINAL
23 20 19 17 21 100
VALUE
85
CHART1.16
AVAILABILITY
QUALITY
QUANTITY
PRICE
BRAND IMAGE
OFFER
DISCOUNT
MEDICINAL VALUE
INTERPRETATION:
86
CHAPTER V
FINDINGS, SUGGESTIONS
& CONCLUSION
87
FINDINGS
This analysis shows that the majority of the respondents are spending more
than Rs.40 to buy the product that is they buy the product with maximum
quantity.
The customer will also buy the product based on previous purchase
experience.
The analysis shows a close significance between the period of purchasing.
Most of the respondents are using the product Above 1 year.
The analysis reveals that the close significant relationship between the period
of purchasing of the respondents and the opinions about the purchasing of
brand. Most of the respondents are using Colgate Dental Cream.
The analysis shows the close significant between the period of purchasing of
the respondents and the terms of importance when purchasing Colgate
Toothpaste. Most of the respondents reveal that In Store Advertisements are
Somewhat Important Advertisements seen outside shops are important.
Advertisement is the most effective media for the product in the market
which will cover majority of the viewer-ship. The second place shows the
Public Relations is the most effective medium for the product in the market.
88
Buy One Get One Free is the most kind of offers to the respondents likely
purchase another brand of toothpaste.
This analysis shows that close significant relationship between the period of
purchasing of the respondents and the type of impact of the Sales
Promotional schemes of products is that mostly reveals that increasing of the
buying behaviour when the time of Sales Promotional offers.
89
SUGGESTIONS
90
CONCLUSION:
91
ANNEXURE
92
BIBLOGRAPHY
93
REFERENCE:
WEBSITES:
www.wikipedia.org
www.slideshare.com
http://www.scribd.com/doc/
http://www.ukdissertations.com
http://www.allprojectreports.com
http://www.businessdictionary.com/definition/
http://arabianjbmr.com
http://innovindia.blogspot.in
http://www.ifrnd.org
http://faculty.insead.edu/index_v1.htm
94
BOOKS:
QUESTIONNAIRE
1. PERSONAL INFORMATION:
95
a. Name :
b. Sex : Male Female
c. Age Group : 10-20 21-30
31-40 41 and
Above
d. Marital status : Single Married
e. Educational Status : School College
Professional Others Occupational :
f. Income Group : <5000 5001-10000
10001-15000
>15001
Advertisements seen
outside of shops
Memories of the
toothpaste purchase
Information on
Packaging
Family or Friends
Professional advice
i.e., Dentist or
Doctor
12. What kind of offers would you most likely make you
purchase another brand of toothpaste?
Buy One Get One Free Price Reduction Loyalty Points
Additional Offers
97
None of the Offers
99