A STUDY ON CUSTOMER SATISFACTION TOWARDS COLGATE TOOTHPASTE

WITH SPECIAL REFERENCE TO COIMBATORE CITY

I.M.COM S.ROHINI
DEPARTMENT OF COMMERCE, NIRMALA COLLEGE FOR WOMEN,
REDFEILDS ROAD, COIMBATORE-641018

ABSTRACT:
A study on customer satisfaction towards toothpaste with special reference to
Colgate. The main objective of to identify the various factor influencing customer in purchase of
the toothpaste, to know the customer satisfaction level about the toothpaste. Data was collected
by survey Method, the survey was collected in Coimbatore city Tamilnadu. Secondary data were
collected from the available sources. The customer random Sampling method was used and
collect the customers opinion, survey was taken among the selected sample respondents. To
know the customer satisfaction level about the toothpaste.

KEYWORDS: customer satisfaction, Colgate toothpaste.

INTRODUCTION:
Marketing is the study and management of exchange relationship. Marketing
is the business process of creating relationship with and satisfying customers. Customer
satisfaction is a term frequently used in marketing. It is a measure of how products and services
supplied by a company meet or surpass customer expectation.
Colgate was the first toothpaste in a collapsible tube, introduced in 1896 in
New York City. Colgate is the only brand in the world purchased by more than half of all
households. The highest growth rate of all brands in the survey, with 40 million new household
purchasing Colgate – branded product in 2014. The main objective of to identify the various
factor influencing customer in purchase of the toothpaste, to know the customer satisfaction level
about the toothpaste. Data was collected by survey Method, the survey was collected in
Coimbatore city TamilNadu. Secondary data were collected from the available sources. To know
the customer satisfaction level about the toothpaste.

REVIEW OF LITERATURE:
Kotler (2003) defines all activities in selling goods or services to the final customers for
personal use in today’s scenario our retailer does not exist in the brick and mortar form alone.
She/he can do it by using the telephone, by direct mails. Richardson et al., (1994) “Marketing is
a social and managerial process whereby individual and groups obtain what they used need and
want through creating and exchanging products and value with others”. Consumer behaviour is
studied so that we can come to know that how perception and attitude of a person decides that
what should be buying pattern of the consumers.
OBJECTIVES OF THE STUDY:
 To know the customer satisfaction level about the toothpaste.
 To know the level of awareness of Colgate toothpaste.

RESEARCH METHODOLOGY:
Research design:
Research design includes survey & findings for the different kinds of people.
Sources of data:
Research is totally based on primary data. Secondary data can be used only of
the reference. Research has been done by primary data collection and primary data has been
collected by interacting with various people. The secondary data has been collected through
various journals and websites and some special publication.

Primary data:
The primary data was collected by means of a survey. Questionnaires were
prepared and customers of the Colgate Toothpaste at were approached to fill up the
questionnaires. The questionnaires contains 15 questions which reflection on the quality of
service provided by the Colgate Toothpaste to customers.

Secondary data:
Secondary data are already collected by someone else. The data are collected
from Internet, books, magazines and newspaper. Ex: Internet, Magazines etc.
Sampling Techniques:
Simple random sampling
Sampling size:
The sample size of the project is 50.
Area of study:
The study covers customer satisfaction towards Colgate toothpaste. This survey
was conducted in Coimbatore city.
Tools used for the study:
The data collected were analysed using percentage analyse method.

ANALYSIS & FINDINGS:

Simple percentage analysis:

Percentage analysis = no. of respondents / total respondent*100
Data Analysis:
Table 1 age of respondents:
Age group No. of respondents Percentage

18-25 5 10%

26-35 25 50%

Above 35 20 40%

Total 50 100%

Interpretation:
The above table show the majority 50% respondents are in age group of 18-25 and
40% respondents are in age group of 26-35 and 10% respondents are in above 35 age group.

Table 2 gender of respondents:

S. no Gender No. of respondents Percentage
1 Male 23 46%
2 Female 27 54%
Total 50 100%

Interpretation:
The above tables show the majority 54% respondents are in female gender and
46% respondents are in male gender.

Table 3 brand of Colgate toothpaste respondents

S. no Brand No. of respondents Percentage
1 Colgate sensitive 12 24%
2 Colgate active salt 25 50%
3 Colgate max fresh 8 16%
4 Not sure 5 10%
Total 50 100%
Interpretation
The above table show the majority 50% respondents are prefer Colgate active salt
and 12% respondents are prefer Colgate sensitive and 16% respondents are prefer Colgate max
fresh and 5% of respondents are not preferred.

FINDINGS:
 50%of respondents are in age of 18-25
 54%of respondents are in female gender
 50%of respondents having Colgate active salt

CONCLUSION:
The customer satisfaction is the important factor for the sale of any product in a
particular area. Most of the people use tooth paste product for improves their teeth protection.
Colgate toothpaste Have a good brand image to the customer. Every customer wants a quality
product, good services, and better performance of the product of affordable price. So that
Toothpaste company brand image is grown in a minds of consumer this will help in maintain the
market share.

REFERENCES:

1. R.M. Ravilochanan (2002) Research Methodology

2. Dr. C.R.Kothri (1981) Research Methodology
3. www.google.com
4. www.toothpaste.com