FIELD STUDY REPORT

On
“A Study on Consumer Behavior towards
Sensodyne Toothpaste in Lucknow City”

Towards partial fulfillment of

Bachelor of Business Administration
School of Management, Babu Banarasi Das University, Lucknow

Submitted by
Aryan Singh Gaur
BBA 3rd Sem
Roll No- 1170671086

Session 2018-2019

School of Management

Babu Banarasi Das University

Lucknow
 DECLARATION
I hereby declare that the project work entitled of “A Study on Consumer Behavior

towards Sensodyne Toothpaste in Lucknow City” submitted to the BABU BANARASI

DAS UNIVERSITY, is a record of an original work done by me under the guidance of

Ms. Shachi Kacker (College Guide) and this field work is submitted in the partial

fulfillment of BBA.

Aryan Singh Gaur

i
 ACKNOWLEDGEMENT

No field work ever reflects the efforts of a single individual. The report owes its existence

to the constant support and guidance of a number of people. I am grateful to all of them.

I would like to thank all the respondents for giving their valuable time and providing

useful insight into finer aspects of retailing and the latest trends.

I am also grateful to all those who have either directly or indirectly contributed towards

the completion of the project, for their support and encouragement.

Aryan Singh Gaur

ii
 PREFACE

I have put my sincere efforts to accomplish my objectives within the stipulated time.

Despite all limitations, obstructs, hurdles and hindrances, I have toiled and worked to my

optimum potential to achieve desired goals. I am presenting this hand carved effort. I

tried my level best to conduct a research to gain a thorough knowledge about the project

on topic, “A Study on Consumer Behavior towards Sensodyne Toothpaste in Lucknow

City”. I put the best of my efforts and have also tried to be justice with available. If

anywhere something is found unacceptable or unnecessary to the theme; you are

welcomed with your valuable suggestions.

iii
 TABLE OF CONTENT

Sr. No. Content Page No

1. Introduction 1

2. Company Profile 2

3. Objectives 3

4. Research Methodology 4

5. Data Analysis 8

6. Findings 18

7. Recommendations 20

8. Conclusion 21

9. Bibliography 22

10. Annexure 23
 INTRODUCTION

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.

Because marketing is the process of communicating the value of a product or

service. Marketing might sometimes be said as the art of selling products, but selling is

only a small fraction of marketing. As the term "Marketing" may replace "Advertising"

it is the strategy and function of promoting a product.

The American Marketing Association defines marketing as "the activity, set of

institutions, and processes for creating, communicating, delivering, and exchanging

offerings that have value for customers, clients, partners, and society at large.

Every organization works to achieve certain objectives are to be achieved. To achieve

the pre-decided objectives a number of activities are to be performed. The activities

may include production, marketing, human resource, finance, transportation, service,

research, logistics, purchasing, and storage, trading, assembling, distribution and

others.

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.

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 COMPANY PROFILE

Sensodyne

Sensodyne twin sachet in the Philippines.

Product type Toothpaste

Owner GlaxoSmithKline

Country United States

Introduced 1961

Related brands Aquafresh

Biotene

Previous owners Block Drug

Sensodyne is a brand name of toothpaste and mouthwash targeted at people with

sensitive teeth. Sensodyne products are applied at home. Sensodyne is owned by

GlaxoSmithKline and is marketed under the name Shumitect in Japan.

2
 OBJECTIVES OF THE STUDY

1. To study the consumer behaviour towards Sensodyne Toothpaste.

2. To know which brand in Sensodyne will attract the consumer.

3. To find out whether Sales Promotion increases the Sales of products.

4. To know level of satisfaction of Sensodyne Toothpaste.

3
 RESEARCH METHODOLOGY
RESEARCH:

Research and experimental development is formal work undertaken systematically to

increase the stock of knowledge, including knowledge of humanity, culture and society,

and the use of this stock of knowledge to devise new applications. It is used to establish

or confirm facts, reaffirm the results of previous work, solve new or existing problems,

support theorems, or develop new theories.

A broad definition of research is given by Martyn Shuttleworth - "In the broadest sense

of the word, the definition of research includes any gathering of data, information and

facts for the advancement of knowledge.

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.

It is well documented that building and maintaining positive brand equity with one‘s

consumer base is considered to be critical for long-term survival.

RESEARCH DESIGN:

Research design is the plan, structure and strategy if investigation conceived so as to

obtain answers to research questions and to control variances. A research design is the

specification of method and procedures for acquiring the information needed to

structure or reduce the problems.

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 AREA OF STUDY:

I have covered only Chennai city for the filling of questionnaires of which it consists of

20 questions and the topic is Consumer Behaviour towards Sales Promotion on

Sensodyne Toothpaste.

SAMPLE:

The sample is the collection of elements or objects that process the information sought

by the researcher and about which inference are to be made. It includes population who

are of any age.

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:

The sample size which is chosen is 100. It denotes the number of elements to be

included in the study.

METHODS OF DATA COLLECTION:

1. PRIMARY SOURCES:

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

Sensodyne Toothpaste.

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 Observation:

The observation was used to find out the various promotional activities carried out by

Sensodyne.

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:

Reporting guidelines are statements that provide advice on how to report research

methods and findings. Usually in the form of a checklist, flow diagram or explicit text,

they specify a minimum set of items required for a clear and transparent account of

what was done and what was found in a research study, reflecting in particular issues

that might introduce bias into the research.

 LITERATURE REVIEW:

A literature review is a text written by someone to consider the critical points of current

knowledge including substantive findings as well as theoretical and methodological

contributions to a particular topic. Literature reviews are secondary sources, and as

such, do not report any new or original experimental work. Also, a literature review can

be interpreted as a review of an abstract accomplishment.

 REFERENCE BOOKS:

I have referred many books and Websites for this Research Methodology.

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 TOOLS USED FOR ANALYSIS:

1. PERCENTAGE ANALYSIS.

Percentage method refers to a specified kind which is used in making

comparison independence is entered and results are identified.

FORMULA :

PERCENTAGE = NUMBER OF RESPONDENTS x 100

Total no of respondents

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 DATA ANALYSIS AND INTERPRETATIONS

TABLE: 4.1
ESTIMATING GENDER STATEMENT OF RESPONDENTS

NO. OF % OF
Gender RESPONDENTS RESPONDENTS

MALE 49 49

FEMALE 51 51

TOTAL 100 100

CHART4.1

ESTIMATING GENDER STATEMENT OF RESPONDENTS

49% MALE
51% FEMALE

INTREPRETATION:
The above table shows respondent on the basis of gender. In that 49% are Male
respondents and 51% are Female.

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 TABLE 4.2
ESTIMATING AGE GROUP OF THE RESPONDENT
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
ESTIMATING AGE GROUP OF THE RESPONDENT

24%
30%

20-Oct
21-30
31-40
41& ABOVE
20%

26%

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 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.

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 TABLE 4.3
ESTIMATING MARITAL STATUS OF THE RESPONDENTS
MARITAL NO. OF THE % OF THE
STATUS RESPONDENTS RESPONDENTS
SINGLE 70 70
MARRIED 30 30
TOTAL 100 100

CHART 4.3
ESTIMATING MARITAL STATUS OF THE RESPONDENTS

30%

SINGLE
MARRIED

70%

INTERPRETATION:
The above table shows the marital status of the Male respondents is 70%
and the female respondents are 30%.

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 TABLE 4.4
ESTIMATING EDUCATIONAL BACKGROUND OF THE RESPONDENTS
EDUCATIONAL NO. OF. % OF THE
STATUS RESPONDENTS RESPONDENTS
SCHOOL 18 18
COLLEGE 40 40
PROFESSIONAL 29 29
OTHERS 13 13
TOTAL 100 100

CHART 4.4
ESTIMATING EDUCATIONAL BACKGROUND OF THE RESPONDENTS

13%
18%

SCHOOL
COLLEGE
PROFESSIONAL
29%
OTHERS

40%

INTERPRETATION:
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.

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 TABLE 4.5
ESTIMATING MONTHLY STATEMENT OF THE RESPONDENTS
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
ESTIMATING MONTHLY STATEMENT OF THE RESPONDENTS

12%

35%
<5000
5001-10000
10001-15000
31%
>15001

22%

INTERPRETATION:
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.

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 TABLE 4.6
ESTIMATING THE MONEY SPENT TO THE PRODUCT BY THE
RESPONDENTS
MONEY NO. OF % OF
SPENT RESPONDENTS RESPONDENTS
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
ESTIMATING THE MONEY SPENT TO THE PRODUCT BY THE
RESPONDENTS

4%

15%

Rs. 5-10

46% Rs.11-20
Rs. 21-30
19% Rs. 31-40
RS. 40 & Above

16%

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.

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 TABLE4.7
ESTIMATING THE PREVIOUS USAGES MADE BY THE RESPONDENTS
PREVIOUS NO. OF THE % OF THE
PURCHASE RESPONDENTS RESPONDENTS
YES 83 83
NO 17 17
TOTAL 100 100

CHART 4.7
ESTIMATING THE PREVIOUS PURCHASES MADE BY THE
RESPONDENTS

NO. OF THE RESPONDENTS

17%

YES
NO

83%

INTERPRETATION:
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.

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 TABLE 4.8
ESTIMATING HOW LONG THE RESPONDENT IS USING THE PRODUCT
NO. OF THE % OF THE
MONTHS RESPONDENTS RESPONDENTS
1 MONTH 11 11
2-3 MONTHS 10 10
4-6
MONTHS 6 6
1 YEAR 19 19
ABOVE 1
YEAR 54 54
TOTAL 100 100

CHART 4.8
ESTIMATING HOW LONG THE RESPONDENT IS USING THE PRODUCT

11%

10% 1 MONTH
2-3 MONTHS
6% 4-6 MONTHS
54% 1 YEAR
ABOVE 1 YEAR
19%

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.

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 TABLE 4.9
ESTIMATING THE IMPORTANCE OF PURCHASE OF THIS PRODUCT
BY THE RESPONDENTS
Importance of Not Somewhat
Important Total
purchase important important
% Of Respondents
In store
advertisement 40 30 30 100
Advertisements
seen outside 20 20 60 100
shops
Memories of the
toothpaste 10 50 40 100
purchase
Information on
50 15 35 100
packaging
Family or friends 19 21 70 100
Professional
10 25 65 100
advice

TABLE 4.10

ESTIMATING THE IMPORTANCE OF PURCHASE OF THIS PRODUCT

BY THE RESPONDENTS
80 70
70 65
60
60 50 50
50 40 40
40 35
30 30
25
30 20 20
15 19 21
20 10 10
10
0

Not important Somewhat important Important

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.

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 TABLE 4.10

ESTIMATING OF THE PURCHASING INFLUENCES OF THE

SENSODYNE TOOTHPASTE BY THE RESPONDENTS

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

ESTIMATING OF THE PURCHASING INFLUENCES OF THE

SENSODYNE TOOTHPASTE BY THE RESPONDENTS

5%
PRICE
19%
WHITENS TEETH
20%
FAMILIAR BRAND
REGULAR TYPE
11%
GET INSTEAD OF PASTE
PACKAGING
5%
24% FOR SENSITIVE TEETH

5% FRESHENS
11%

INTERPRETATION:
This above table reveals that influences the decision of family member
of the respondent’s purchase of Sensodyne Toothpaste. In that 24% of the
respondents are purchasing due to Familiar Brand, 20% of the respondents are
purchasing due to which Whitens Teeth, 19% of the respondents are purchasing due
to Freshening of the teeth, 11% of the respondents say the purchasing of the product
due to regular type and 5% of the respondents believes that they purchase due to the
price, getting instead of paste and packaging.
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 FINDINGS
1. 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.

2. The customer will also buy the product based on previous purchase experience.

3. The analysis shows a close significance between the period of purchasing. Most of

the respondents are using the product Above 1 year.

4. 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 Sensodyne Dental Cream.

5. The analysis shows the close significant between the period of purchasing of the

respondents and the terms of importance when purchasing Sensodyne Toothpaste.

Most of the respondents reveal that In Store Advertisements are Somewhat

Important Advertisements seen outside shops are important.

6. 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.

7. Buy One Get One Free is the most kind of offers to the respondents’ likely purchase

another brand of toothpaste.

8. 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.

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9. There exists a close significant relationship between the period of purchasing of the

respondents and the level of satisfaction of the product.

10. A close significant relationship between the period of purchasing and recommend

others to make the purchase of Sensodyne Toothpaste in Sales Promotional

activities and the most of the respondents are agreeing to it.

11. Respondents are the people how they view the Sales Promotion activities of the

Sensodyne Toothpaste. Most of the respondents are highly satisfied due to the good

quality.

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 RECOMMENDATIONS
1. Sales Promotion schemes are always attracts more consumers towards particular

brand simultaneously; it gives the better idea about the factors which Consumers

look most in the product before they make final decision.

2. Sales Promotion plays a major role to influences the buying decision of the

Consumer. So the marketer can concentrates more on Sales Promotion.

3. Respondents are not much aware of all the schemes of Sales Promotion of which it

increases in the buying behaviour of consumers. So the marketers try to increases

and also try to improve the Sales Promotion awareness among the Consumers.

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 CONCLUSION
1. As the study shows that the use of Sales Promotion has increased in marketing

field. Almost all the companies offering similar schemes like Buy One Get One

Free and Price Reductions. As a result now marketers have to find out some

innovative ways of Sales Promotion to differentiate from Competitors. Currently

Advertisements and Public Relations are the most effective medium for the

product.

2. There are various tools and techniques are used for promoting the products in

marketing. Sales Promotional tools are not only used in order to directly generate

sales, but also increase the sales of the products.

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 BIBLIOGRAPHY

Books:

1. Kothari C.R. Research Methodology, New age international publisher, New

Delhi, 2004

2. Kotler Philip, Keller and Jha, Marketing Management, Pearson Publication, 12th

Edition, Delhi-2007

3. R. Shannon, and R. Mandhachitara,, “Casual path modeling of grocery shopping

in hypermarkets”, Journal of

4. Product and Brand Management, vol.17 no.5, 2008, pp 327-340.

5. P. V. Kenhove, and K. D. Wulf, “Income and time pressure: a person-situation

grocery retail typology”,

6. International Review of Retail, Distribution and Consumer Research, vol. 10 no.

2, 2000, pp. 149-166.

7. J. Dornbusch, “Shoppers get online for groceries- at home”, Boston Herald, April

1997, p.45.

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 QUESTIONNAIRE
1. PERSONAL INFORMATION:

a. Name :

b. Gender :  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

2. How much money have you spent to buy the product?

 Rs. 5-10  Rs.11-20  Rs.21-30  Rs.31-40  Rs. 40 &

Above

3. Have you ever used previously Sensodyne Toothpaste?

 Yes  No

4. How long you are using the product?

 1 Month  2-3 Months  4-6 Months  1 Year  Above 1

Year

5. Is this the same brand of products used by your family?

 Yes  No

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 6. How many times do you brush your teeth in a day?

 Once  Twice  Thrice

7. Please rate the following sources of information in terms of importance when

purchasing Sensodyne Toothpaste?

Particulars Not Important Somewhat Important

Important

In Store Advertisements

Advertisements seen outside

of shops

Memories of the toothpaste

purchase

Information on Packaging

Family or Friends

Professional advice

i.e., Dentist or Doctor

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8. When purchasing Sensodyne Toothpaste which influences your decision?

 Price  Whitens Teeth  Familiar Brand 

Regular Type

 Get instead of Paste Packaging  For Sensitive Teeth

 Freshens

9. Which is the most effective medium for the product?

 Advertisement  Public Relations  Publicity

 Personal Selling  Internet

10. Which medium do you feel it is suitable for promoting the various promotional

schemes?

 Radio  Television  Newspaper 

Others

11. 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

 None of the Offers

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