CONSUMER BEHAVIOUR TOWARDS oral care segment– A STUDY ON COLGATE PRESENTED BY: GROUP 2 Abhishek singh Arpit Jain paras bhusri Eshita singh samarth negi Kirti kushwaha shubham agarwal

Background Study based on Oral Care segment of Colgate Shift in consumer preferences from Colgate to Patanjali Shows consumer perception about Patanjali toothpaste Shows which reference groups influence consumers towards purchase of toothpaste Shows the relevant product attributes with respect to Patanjali Shows the reasons of switch from Colgate to Patanjali

RESEARCH OBJECTIVES To study brand preference of Colgate, among consumers To study consumer perception about Patanjali toothpaste To understand the reference groups of consumers with respect to Colgate To understand brand preference of consumers with respect to promotional tools

Research methodology Research Design Descriptive Research Sampling Convenience Sampling Sample Size 105 Scaling Nominal , Ordinal and Likert Scale Research Tool Questionnaires

survey

BRAND PREFERENCE

REFERENCE GROUPS

CONSUMER PERCEPTION

CONT…..CONSUMER PERCEPTION

BRAND PREFERENCE IN TERMS OF PROMOTIONAL TOOLS Extra quantity Buy one get one Price off

SHIFT FROM COLGATE TO PATANJALI

FINDINGS Consumers find Patanjali toothpaste as herbal and pure, hence switch to it Perception- Patanjali is their familiar brand Perception- Patanjali toothpaste freshens breath as it is pure Family is the most popular reference group One’s own perception and personality influences his/her decisions Consumers switch from Colgate to Patanjali mostly because of destocking of goods

RECOMMENDATIONS Advertisements showing families using Colgate toothpaste Colgate need to have product availability at all times in all sizes Promotional tools like price off , bigger packs , ABOVE JND, would be beneficial Advertisements showing long term emotional connect between Colgate and consumers