A PROJECT

On
CONSUMER BUYING BEHAVIOR TOWARDS DIFFERENT
TOOTHPASTE BRANDS IN KOLKATA MARKET

DONE BY - SHIKAT DAS

BBA (H) 3rd YEAR
SESSION: 2013-2016
ROLL NO: 24705013037
MAULANA ABDUL KALAM AZAD UNIVERSITY OF
TECHNOLOGY

INSTITUTE OF INTERNATIONAL TRADE

KOLKATA
 APPROVAL FORM
STUDENT’S NAME : SHIKAT DAS
ADDRESS :CASTLE APPARTMENT, RABINDRAPALLY, KESTOPUR, KOLKATA - 700101

PHONE NO : 91 9903238643
INSTITUTE : INSTITUTE OF INTERNATIONAL TRADE
UNIVERSITY : MAULANA ABDUL KALAM AZAD UNIVERSITY OF TECHNOLOGY

REGISTRATION NO. : 121042010226 OF 2012-2013

ROLL NO. : 24705013037
COURSE : BBA(HONS)
PROJECT DETAILS
PROJECT TITLE : “CONSUMER BEHAVIOUR TOWARDS DIFFERENT TOOTHPASTE
BRANDS PRESENT IN KOLKATA MARKET”
DURATION : 3 Months
ACADAMIC GUIDE :
SIGNATURE :
APPROVING AUTHORITY :
SIGNATURE :
 DECLARATION

I SHIKAT DAS, hereby declare that the project entitled “CONSUMER BEHAVIOUR
TOWARDS DIFFERENT TOOTHPASTE BRANDS PRESENT IN KOLKATA MARKET” has
been prepared by me during the year 2016 in the month of April to May ,according to the
requirement for the award of degree of Bachelor of Business Administration of west Bengal
university of technology, Kolkata.
I declare that this project is a result of my own effort and hard work and that it has not been
copied from any other university for the odd of any degree or diploma.
Place : Kolkata
Date : _______________

_________________________ ____________________________
Signature of the Student Signature of the Academic Guide
 ACKNOWLEDGEMENT

I am really thankful to all those who have helped me in completing my project starting with our
project guide PROF. for helping me to select such an important topic to do my study on. He has
guided me throughout the project and helped me a lot in completing it, I am also thankful to my
seniors who have helped me along the path in completing it.
This project has helped me in learning new things on the topic and it was a great experience.
Any omission in this brief acknowledgement does not mean lack of gratitude.

THANKING YOU,
SHIKAT DAS
 CONTENTS

Sl.No. TOPIC Pg
no.
1. EXECUTIVE SUMMARY 5

2. INTRODUCTION 6

3. SCENERIO BUILDING 7-14

4. OBJECTIVES 15

5. RESEARCH METHODOLOGY 16-17

6. DATA ANALYSIS AND INTERPRETATION 18-35

7. FINDINGS 36

8. CONCLUSION 37

9. LIMITATION 38

10. BIBLIOGRAPHY 39

11. ANNEXURE 40-43

 EXECUTIVE SUMMARY

“CUSTOMER IS KING” the statement carries profound truth in it. Today the success of any firm depends
upon the satisfaction of consumers. For satisfying the consumers the firm should know about the behavior of
the consumers .In these circumstances understanding consumers is a very difficult task because of the
changing technology ,innovation and changes in life style. As per the ideas given by researchers. There are
two factors influencing the consumers such as intrinsic and extrinsic factors. It is difficult to classify
consumers by conventional demographic factors and unless their thought process and buying behavior are
fully understood .Decisions on product designs and packaging, branding and distribution channels are likely
to be.
This study will mainly focus on understanding the external factors like demographic, social, cultural, price,
quality of the product, etc for buying toothpaste. The market share of any product is highly determined by the
purchasing behavior of the consumers. This study is conducted to find out the behavior of the consumers to
analyze the preference of consumers and consumer analysis.
This project will help us to know the different brands of toothpaste available in the market. It will also help
us to understand the buying behavior of the consumers towards different brands of toothpaste available and in
this way a company can understand whether their toothpaste is being preferred or not and how they can
change their product attributes to satisfy the consumers and increase their share in the market.
 Introduction
Consumer behavior is stated as the behavior that consumer display in searching for, purchasing.
using, evaluating, and disposing of products, services and ideas that they expect will satisfy their
needs. The study of consumer behavior is concerned not only with what consumer, buy, but also
with why they buy it, when and how they buy it, and how often they buy it. It is concerned with
learning the specific meanings that products hold for consumers. Consumer research takes places
at every phase of consumption process, before the purchase, during the purchase and after the
purchase.
According to Philip Kotler defined consumer behavior as -all psychological, social and physical
behavior of potential customers as they become aware of evaluate, purchase, consume and tell
other about products and services".
The scope of consumer behavior includes not only the actual buyer and his act of buying but also
various roles played by different individuals and the influence they exert on the final purchase
decision Individual consumer behavior is influenced by economic, social, cultural, psychological,
and personal factors.
 SCENERIO BUILDING
ORAL CARE INDUSTRY OF INDIA

Many people in India still clean their teeth with traditional products like neem twigs,
Salt, ash, tobacco or other herbal ingredients. Average all India per capita consumption
of toothpaste is a dismal 82gms.The dentist to population ratio is a critically low
1:35000 in the country. This results in low oral hygiene consciousness and widespread
dental diseases. Less than 15% of the Indian toothpaste users brush twice a day. Colgate
and Hindustan Lever together account for over 85% of the organized toothpaste market.
Red and Black toothpowder still accounts for 35% of the toothpowder market. In
toothpowders, Colgate and Dabur are the leading players sharing between them 75% of
the market.
 Different Brands of Toothpaste Available In Kolkata Market
Colgate

The 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.
In 2003 Colgate was ranked as India’s Most Trusted Brand across all categories by Brand Equity’s
Most Trusted Brand Survey for four consecutive years from 2003 to 2007. Colgate was also rated as
the number one brand by the A&M – MODE Annual Survey for India’s Top Brands for eight out of
nine years during the period 1992 to 2001.
In 2011 Colgate-Palmolive (India), the market leader in oral care, in association with the Indian Dental
Association (IDA) achieved the Guinness World Records™ for ‘maximum number of dental check-
ups’ in a single day (multiple venues).
Colgate Palmolive (CPIL) is the largest player in oral the care segment in India with a market share
(June, 2014) of 57% in toothpaste and 42.6% in toothbrush category. In spite of Procter & Gamble’s
(P&G) re-entry into the toothpaste segment in India in June, 2013 (brand: Oral B), CPIL’s market
share has only strengthened. CPIL has increased its market share in toothpaste from 54.7% in June,
2012 to 57.1% in April, 2014. Similarly, the market share in toothbrush has also increased from 38.7%
to 42.3% for the same period
 Close-up

Close-up is a cinnamon flavored brand of toothpaste which is marketed by Unilever. It was

first launched in 1967.it is the first gel toothpaste in the world.
Close up, since its launch, has been synonymous with 'Freshness' that gives you the confidence in
social situations .The brand has always been unique and fun, encouraging people to open up by
getting over their self doubt. It is aimed at every person who is young at heart. Close up is designed
to deliver longer-lasting fresh breath, whiter teeth and a more confident smile – and each one of
Close up’s extraordinary toothpastes is made to leave your mouth feeling irresistible.
The brand has made an impact ever since it launched in 1967 with a bright red, spicy- flavored gel –
the first toothpaste with built-in mouthwash. And its unique formulas continue to stand out from the
crowd. When we consider the fast growing gel toothpaste segment, Close-Up has upper hand than
its competitors. The segment comprises of 900 crore people and Close-up leads this segment with a
60 percent share. This huge success of Close up is often attributed to its youth centric
advertisements and its innovative market strategies. When we take the youth segment, Close up is
the market leader clearly. But when we take the overall market share Close-up stands at second
place next to Colgate. As the gel toothpaste market is increasing, the market share of Close up is in
the raise and Close up has a record of being the market leader .