1. 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

2. 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

3. 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

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

5. survey

6. BRAND PREFERENCE

7. REFERENCE GROUPS

8. CONSUMER PERCEPTION

9. CONT…..CONSUMER PERCEPTION

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

11. SHIFT FROM COLGATE TO PATANJALI

12. 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

13. 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