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A Research Report

On

“ROLE OF ELECTRONIC MEDIA IN


PROMOTION OF TOOTH PASTE”

Submitted to: Submitted by:


Director, RBMI Mahendra Singh
Greater Noida M.B.A. 4th Sem.
Roll No.
0721170034

Rakshpal Bahadur Management Institute


Plot no. 4, Knowledge Park-3, Greater Noida-201308

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ACKNOWLEDGEMENT

With a profound sense of gratitude, I record my indebtedness to Mrs. Madhvi

Upadhyaya,
Upadhyaya project guide, Apeejay institute of technology, school of

management for providing me the support to undergo this project.

The nurturing and blossoming of this present work was mainly due to his

valuable guidance, astute judgment, constructive criticism and an eye for

perfection. But for his overwhelming interest, the present work would not have

seen the light of days.

And last but not the least; I am thankful to all the helpful people who

were not even aware of the contribution they made towards the completion

Of this project.

PRADEEP GUPTA

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PREFACE

Many Managers thinks of marketing as a company department whose job is to

analyses the market, discern opportunities, formulate marketing strategies,

develop specific strategic and tactics, propose a budget and establish a set of

control but there is more to marketing.

Marketing must push the rest of the company to be consumer oriented

and market driven. Marketing must convince every one in the company and in

its larger network to create and deliver superior customer values. Marketing is

also a process, which involves formulating a broad strategies and redefining it in

to a detailed marketing mix and action plan, evaluating the results, and making

further improvements Market share of a particular brand falls down mainly

because of three reasons:

1. They want a change from traditional.

2. The product price rises.

3. The better alternative came up.

A satisfied consumer needs production of product along with good

distribution proper exchange and excellent promotion.

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EXECUTIVE SUMMARY

The main purpose of this Study was to know the media awareness among

people; to measure the effective of electronic media; to analyze the media

behavior of the people; and to identify the first source of information for

consumer products.

The study has been conducted to collect the information about the scope

and effectiveness of advertising media mix for a particular group, and the role

of different source of information in buying a product.

That’s why the study has been conducted by taking a special reference

like toothpaste. Because toothpaste is generally used by every individual and

almost in every home. How the consumers come across to know a particular

brand of toothpaste? What was the source of information? If that information

has been got from electronic media like television, radio, cinema, internet or

newspaper, then at what extent that information was effective?

Are consumers purchasing the particular product because of awareness got by

the electronic media or from elsewhere? Can the consumers recall any

advertisement? These are the basic questions, which have been focused to solve

in this study. Effective advertising and awareness is much more emphasis in

this study.

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Table Of Contents

 Industry history

 Objective of the study

 Scope of the study

 Importance of the study

 Over view of Indian tooth market

 About the Electronic Media

 Research Methodology

 Analysis and Discussion

 Limitations of the study

 Conclusion

 Bibliography

 Annexure – A Questionnaire

Annexure – B List of Table

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Industry History

The history of toothpaste goes back to 300-500 years before the birth of Christ

but toothpaste and powder first appeared in printed pots round the 1860's. By

the 1880's many chemists were making their own toothpaste, packaged in their

own printed pots. The date of the first manufactured toothpaste was 1873 but it

was not until 1896 that a product similar to that on the market today appeared in

1873; Colgate introduced aromatic toothpaste in a jar in the U.S. in 1896

Colgate dental cream was the first to be packaged in collapsible tubes similar to

those in use today. The number and varieties of toothpaste being manufactured

by high street chemists started to decline as large scale manufacturing chemists

were able to supply such outlets with mass produce toothpaste sold in metal

tubes. Toothpaste today is chiefly packaged in plastic (latitudes) rather than

metal tubes and the choice of flavors in fairly uniform.

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Objective Of The Study

The main purpose of this Study was to know the media awareness among

people; to measure the effective of electronic media; to analyze the media

behavior of the people; and to identify the first source of information for

consumer products.

The study has been conducted to collect the information about the scope

and effectiveness of advertising media mix for a particular group, and the role

of different source of information in buying a product.

That’s why the study has been conducted by taking a special reference

like toothpaste. Because toothpaste is generally used by every individual and

almost in every home. How the consumers come across to know a particular

brand of toothpaste? What was the source of information? If that information

has been got from electronic media like television, radio, cinema, internet or

newspaper, then at what extent that information was effective? Are consumers

purchasing the particular product because of awareness got by the electronic

media or from elsewhere? Can the consumers recall any advertisement? These

are the basic questions, which have been focused to solve in this study.

Effective advertising and awareness is much more emphasis in this study. So,

in the summer forms we can illustrate have the main objectives of the study as

follows:

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 To know the media awareness among the people.

 To measure the effectiveness of electronic media.

 To analyze the Media behavior f the people.

 To identify first source of information.

 To identify the change in attitude of the consumer due to electronic

media.

 To analyze the media habits of the respondents.

 To identify the factors which affects the change in decision?

 To analyze the media distribution of the respondents.

The study would be immense interest to advertising agencies engaged in

promoting consumer products through various electronic media. It is expected

that this study would be above to expose many hidden facts of media

effectiveness in advertising.

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Scope of the Study

Media has emerged as a potent means of mass communication. The

essence of lies in conveying the target audience the wants satisfying quantities

of a product or service. The business world has consistently been searching for

ways and means to improve the products or services that one buys, but the

information regarding these improvements as well as great deal of prodding and

pushing come from the advertising end of the business. It, infect, offers a quick

and effective way for any marketer to tell the people that he has designed a new

product or improved his product or that he deals in this product or provides that

service. It is a million tongued salesmanship and the very fact that it is carried

over mostly by mass media shows that it is likely to reach many people at some

time or the other. As a matter of fact, the success of the company’s product

development as well as other marketing activities is closely tied up with the

success of its advertising programs.

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However, how much effective an electronic media has been or to what

extent the advertiser has been able to convey the meaning to the target audience

has been more a matter of conjecture. It is worth pointing out here that some

attempts have been made from time to time to measure the effectiveness of

electronic media. The present study is also a modest attempt in the same

direction.

Many researchers have developed various techniques and have taken

different aspects of media for measuring effectiveness. In fat, there is no dearth

of literature on media research. For the purpose of this study, however, it was

considered prudent to confine to only some aspects, since to cover all aspects

would have been preposterous.

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Importance of the Study

Since independence newspaper, magazine, radio, cinema, Television and

Internet are being used increasingly by companies for sailing their products.

Now a day’s Internet becomes important segment of the electronic media.

Despite there growing importance, it is difficult to determine what effect a

particular advertisement media makes on the mind of a consumer. It is equally

difficult to measure the effectiveness of such media in terms of Sale increase as

it is not certain whether the sale accrued due to an electronic media or because

of other reasons.

In order to know the media to which people are exposed, to know the

media about which they were aware, and to know the media which influence

customer buying behavior, a careful review of different advertisement though

electronic media was made to locate a particular product using all the media. It

was found that toothpaste was utilizing almost all the important media. Hence,

it was proposed to measure the effectiveness of different media among rural and

urban people in the content of this product. The selected electronic media for

this study were television, internet, radio, cinema etc. The major criterion for

selecting these media was that they were commonly used for advertising

toothpaste in this country

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Overview Of Indian Toothpaste Market

The oral care sector consists of three main segments

 Toothpaste

 Toothpowder and

 Toothbrush

Prior to the 80's Colgate was the dominant player in the Indian toothpaste

market with its leading brand namely Colgate dental cream. The rest of the

market was fragmented and some of the better known brands at that time were

Bianca, Forhans, Vicco, Signal and Closeup in the toothpowder segments,

Dabur's Lal Dant manjan red toothpowder and Bandar Chaap Black

toothpowder manufactured by the unorganized segments were the two well

known brands.

In the early 80's, Balsara Hygiene's Promised was able to achieve a product

break through with it's positioning of the product on clove oil ingredient.

Indians have been traditionally using clove as a household remedy for cavity

problems. Balsara Hygiene introduced another product, Babool at a significant

price discount catering to the lower end of market.

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The late 80's witnessed a significant shift in industry structure and positioning

platforms. In 1987, Hindustan Lever was a minor player who had launched

close UP. Forhans was withdrawn from the Indian market in 1987 due to

problems with fluoride formulations. Close up was re launched in 1988 with the

proposition of gel and mouthwash. The toothpaste market is dominated by white

toothpaste followed by gel and then stripes.

Worldwide annual per capital consumption of toothpaste averaged 363 grams

while consumer in India used only 107 grams of toothpaste annually. The

average annual per capital consumption of toothpaste in India is lower than the

worldwide average due to a lower than the worldwide average due to a lower

average personal income and a lack of consumer education.

Also, recent studies have indicated a high price elasticity of almost 300% for

certain mass consumer products: i.e. a10% drops in prices could lead to a 30%

increase in consumption.

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The major player and their market shares in the 90,000 tons

Toothpaste market is given below.

Tooth paste market

Players Market Share

Colgate Palmolive 50.90%

HLL 32.90%

Balsara Hygiene 6.50%

Others 9.70%

Source:CPIL

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The following shows the percentage of population who use toothpaste,

toothpowder and other conventional methods for oral care.

Mode Of Oral Care and % of Population

Mode
Usage(%) of total Population

Toothpaste
47%

Toothpowder
23%

Conventional Methods
30%

Source: A & M

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Toothpaste has been primarily perceived as an urban product. Also, it is titled

heavily in favor of large metros this could be due to higher education,

purchasing power and urbanization.

Penetration levels of Toothpaste

ALL INDIA 47.0%

URBAN 73.0%

RURAL 35.0%

Source: Equity master.com

Consumers in the lower end of the market in rural/semi urban areas use

toothpowder and natural products such as neem, tobacco, and black powder for

cleaning their teeth. These products are largely manufactured by unorganized

sector. Form a recent survey it has been found that the upper class consumers in

urban areas are looking for specialized product with cosmetic promises like

fresh breath, white teeth and functional benefits of controlling plaque,

preventing cavity etc. Among toothpaste users about 15% of consumers brush

twice a day.

The growth in the Toothpaste market demand can be attributed to a number of

factors. Perhaps the two most important are rising penetration higher intensity

of use. Penetration is driven by purchasing power, reach of media, availability

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and also price. Growth in rural areas is driven by conversion of non users.

Various initiatives such as distribution of free samples, low unit price packs in

small sizes and conducting oral care education in the rural areas are being

undertaken by leading players.

Paralleling these trends had been dramatic increase in Advertising expenditure

and new value proposition introduced by the players in the market. The

cumulative of above initiatives had been to increase the consumer awareness in

rural areas and conversion of non-users to branded product.

Segmentation

The Toothpaste market in India can also be segmented on the basis of benefits

sought from the product. They are broadly classified into four segments. for

sales contribution from each segment see table.

Protection

The value proposition offered to this segment is protection of teeth & gums

from germs, preventing cavity and controlling plaque. This segment largely

comprises of family. The brands, which are sold under this proposition, are

Colgate dental cream, Pepsodent, Aqua fresh, Forhans,(recently this brand was

sold for a sum of around Rs.3.6 Crore to and undisclosed buyers )

Social Interaction

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The sale is on proposition of fresh breath and White teeth. This segment is

dominated by gel toothpaste. Particularly teens and young adults seek these

benefits. Gels which are marketed on parameters of freshness and energy are

estimated to have market share of 20 - 35% of the total market. The brand

which are very prominent in this segment are Close up gel, Colgate gel and

Anchor gel etc.

Economic

The toothpaste sale is on "Value for Money" proposition for families with low

to medium level of income .The price have significant importance in this

segment. Promise, Babool etc are the toothpastes sold in this segment. Brands

like Anchor, Aqua-Fresh, Ajanta and Babool are capturing volumes on the value

for money platform, with equal spending promotions and better trade margins

than the biggies.

Therapeutic

This is a niche segment. The toothpaste is positioned to offer medicinal benefits.

They offer protection from aliments like bleeding of gums, prevention of tooth

decay etc. The brands like Mentadent, Pepsodent-G etc.

Segment &sales contribution

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Protection & Economy 65%

Social Interaction 35%

Therapeutics 5%

Source: Indiainfoline.com

Product

Toothpaste is formulated to provide varied value propositions like protection

from bad breath, cavity, and plaque etc. Toothpaste is marketed as squeeze

tubes manufactured using HDPE, LLDPE and PP polymers. Over the years, the

technological advancement has changed the role of packaging in Toothpaste

industry from a carrier

and protector to that of a marketing tool, performing a vital role in brand

communication and on shelf differentiation.

All the players in the market offer toothpaste in various sizes designed for

varied purpose like traveling, family, use etc.

The performance characteristics of toothpaste include white teeth .fresh breath,

plaque control, cavity prevention. For the brands switchers, the size and prices

of toothpaste were important attributes. In a recent study it has been found that

80% of the families share the same toothpaste for all the members of the family.

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The packaging size and prices vary for different brands. widely. Annexure a

gives the SKUs and prices

Demand

With a population of 1.02 billion and population growth rate of 1-2%, India

provides a huge potential market for toothpaste. Estimate for the rate of future

growth of toothpaste vary but all observers agree that growth penetration, and

the intensity of usage.

The toothpaste market has recorded an 8% CAGR in the last five Years.

Demand for toothpaste in urban area has been growing at 2-3% p.a. whereas in

rural areas it is about 12-14%. Amongst various segments, protection &

economy segment is growing at 5-6% p.a.

Whereas the social interaction segment is growing at a fast pace of 10-12%p.a.

Competition

Profiles of some leading competitors in the toothpaste industry are given below.

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COLGATE PALMOLIVE (I) LTD

Colgate Palmolive (India) ltd. (CPIL), a 51% subsidiary of US$9.1billion

Colgate-Palmolive Company, USA, has been a leading player in oral care

category for over 5 decades in India with sales of 9.9B and net income of

$1.42B in FY03.

Colgate is the dominant player in the oral care market with a market share of

50.6% in the toothpaste, 45% in toothpowder and 30.8% in toothbrush

segment .Colgate has significant persons in protection, social interaction and

economy segment

CPIL drives around 85% of its revenues from the oral care category. Colgate

has the market share of about of 65% till the late 80’s with the increased

competition, Colgate’s market share was considerably hit in the early 90’s and

so to salvage it’s position Colgate took over ciba Geigy’s, Cibaca brand

(4%share) oral care business .but Colgate’s market share continued to fall and

currently stands at around 50.6% from a high of 65% in 1995. In its successful

drive the new “Social interaction” segment and this segment recorded strong

growth with Closeup maintaining leadership and Colgate gel at no 2 position.

Colgate managed to gain a 2% market share in FY00 after considerable

advertising but its bottom line got hilt in the process and it reverted back to its

lower ad spend regime. But still Colgate continues to be the numero-uno in this

sector and its brand Colgate was adjusted as India’s #1 brand across all

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categories in seven out of the last eight years by A&M Magazine’s annual

survey of India’s top brands.

CPIL’s focus in urban markets is primarily on conversion of non-users,

encouragement of the habit of brushing twice a day and meeting the evolving

needs of consumers by providing a variety of differently formulated toothpaste

offering unique benefits. Its traditional strategy of targeting non users in rural

India and converting them into consumers of toothpaste has been one of

Colgate’s strong points. The company has novel ways to enhance awareness of

oral hygiene in the interior areas of the country. The campaign will include wall

paintings, rural van operations, puppet shows. Colgate spends Rs. 4 crore every

year to preach the value of using branded oral care products to villagers, using

72 vans, covering 7800 villages per anum.

Using a 30 minute film as its communication vehicle, the company distributes

for free an average of 7 million toothbrushes every year to initiate toothpaste

usages.

In toothpowder, the company maintained a rural thurst to bring non-users into

the consumption bracket and Colgate has also launches toothpaste and

toothpowder in sachets with a free toothbrush thrown into offer an entry pricing

point for the low spending customer.

This thrust has brought Colgate dental cream a distribution reach of 46 percent

in rural markets versus close up’s 20 percent and pepsodent’s 12 percent.

Trouble is, it is losing a larger proportion of consumers at the upper end than it

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is adding at the entry-level. Thus, Colgate’s rural market share has fallen from

70.30 % in 95 to 68.50% in 99.Colgate launched fresh stripe gel nationally in

May 1998 with its alternating red and white stripes with red gel containing

actirinse fort fresh breathe and white stripes containing actiwhilte to lend

sparkle to teeth. Colgate Palmolive India then decided to withdraw four sub

brands of its toothpaste, Colgate double protection calciguard. Fresh mint and

fresh stripes due to poor market share and introduce new variants. The company

had invested Rs 20-25 crore in these four brands Colgate dental cream and

Colgate herbal.

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PRODUCTS OF COLGATE

Based on their positioning the products can be classified into the following

segments.

Colgate Palmolive-toothpaste segments

Toothpowder segments Colgate tooth powder

Economy segments Colgate cibaca top

Natural segments Colgate herbal

Regular paste segments Colgate dental crème

Breathe freshness segments Colgate gel

Oral hygiene segment Colgate sensitive care

Top end users Colgate total

Whitening toothpaste segments Colgate sensation


whitening

HISTUSTAN LEVER LTD

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Hindustan Lever Limited, 51.6% subsidiary of Unilever Plc, is the largest

FMCG Company, with a turnover of Rs 118bn. The company’s business

sprawls from personal and household care products to foods, beverages and

specially chemicals. The company has a dominating market share in most

categories that it operates in such as toilet soaps, detergents ,skincare, hair

care ,color cosmetics,etc. it is also the leading player in food products such as

packaged tea,coffee,ice cream and other culinary products.

Two pillars strong brand equity and a wide distribution network characterize the

fast moving consumer goods business. Brand equities are built over a period of

time by technological innovation, consistent high quality, aggressive

advertisement and marketing .Availability near the consumer through a wide

distribution network is another crucial success factor, as product are of small

value ,frequently purchased ,daily use items. HLL is strong on both these fronts

with leading brands, which are market leaders in their respective categories, and

a1 m n strong direct retail reach. The leading business magazine, Forbes Global

has placed Hindustan

lever limited at the top among the best consumer household products companies

world wide for the current year.

The oral care segment contribution about 4%to its revenues buts its bottom line

has been hit due to the heavy adverting costs and sales promotions.

In 1987, Hindustan lever was a minor player who had launched with 5%market

share represents mainly by close –up.

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HLL’s other brand signal had a negligible share and was later withdrawn with a

65%share. HLL has been a small player in the oral care sector untill1987when it

repositioned close up as a gel and mouthwash targeted at the youth. After 87

HLL has been consistently gaining market and in oral care segment, HLL has

emerged as a strong no 2 player with 32.9 % market share.

HLL has about 100 manufacturing facilities all over India and also has

manufacturing arrangement with third parties. HLL has strong presence in all

the segments with Pepsodent G being prominent in therapeutic segment .some

other strong brands are close up super fresh close up oxy fresh, Pepsodent etc.

PRODUCTS OF HLL

In 1993, HLL launched Pepsodent in direct competition to Colgate’s flagship

product Colgate dental cream. But Pepsodent could achieve only 4-5% market

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share. In 1995 pepsodent’s proposition was changed to ‘Germicheck protection’

(an extended protection from germs), which received tremendous success. In

August 97, HLL added an anti-bacterial agent triclosan to its Pepsodent brand.

In re-launched the new Pepsodent on the Germicheck platform with claims of

102% superiority to any other ordinary toothpaste, based on the 0.2% content of

triclosan in its toothpaste brand. Triclosan is a proven anti-bacterial agent,

which was also used by Colgate in its costller Colgate total brand. The

aggressive marketing of new Pepsodent against Colgate dental cream led to a

marketing war between the two. Colgate questioned the claim of pepsodent’s

superiority and the matter was referred to MRTP commission to determine the

validity of HLL’s claim. Colgate’s CDC witnessed a rapid decline in market

share (by over 5-6% points) during this period Pepsodent on the other hand has

gained strength and currently has a market share of 15%.

Launched in 1993, Pepsodent is positioned on oral health platform of’ check

germs even hours after brushing. It was the first toothpaste with a unique

antibacterial agent to be launched to address the consumer need of checking

germs even hours after brushing.

Pepsodent 2in1 is a unique combination of paste and gel in one toothpaste .it

provide long lasting protection from germs as well as long lasting fresh breath

through is cool mint. Technology.

In April2002,Pepsodent G was relaunched as Pepsodent G gum care

‘toothpaste .with attractive golden stripes, this gum protecting variant is now

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available in contemporary new packaging, clearly outlining the benefits it

offers..Pepsodent G gum care is an internationally renowned specialist brand in

the HLL oral care portfolio known for its enhanced protection against gum

problems. It is targeted at all health conscious adults who either suffer from or

seek reliable protection against gum problem’s and bleeding.

Pepsodent in India is also available as a toothpowder with proven antibacterial

agents. It gives protection against germs and is excellent cleaning due to

effective abrasive system for strong teeth and healthy gums.

Pepsodent has conducted various programmers across the country to promote

oral care and hygiene amongst its customers and the community. Pepsodent

Jadui Chikitsa is one such initiative to increase awareness of oral hygiene in

rural areas. A poster on brushing technique, which was translated into local

languages, was printed on tin plate as a lasting impression of Pepsodent Jadui

Chikitsa for the rural areas. A poster on proper brushing technique, which was

translated into languages, was printed on tin plate as a lasting impression of

Pepsodent jadui chikitsa for the rural areas.

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Close-up, the youth brand, was the first gel toothpaste to be launched in India

in1975 and has remained the category leader ever since. The brand arose out of

a universal need for confidence in asocial situation, starting with fresh breath.

Close-up was relaunched in1988 with the proposition of gel and mouthwash.

The new look close-up was positioned as the toothpaste ,enhancing social

interaction ,offering value propositions like good breath ,white teeth etc and was

backed by an extremely successful advertising campaign. Close up market share

rose consistently thereafter from 5% (1987) to 22%.

In 2002 close up was relaunched in two variant- close up tingly red and close up

eucalyptus waves. This toothpaste with their superior formulation provides

superior cleaning, enhanced flavor and a freshness that extends from nose to

throat. The communication for close up focuses on the base line, ‘Jee Ke Dekho

Yaar’, which encourages young people to go out and get a life.

The new flavours are in line with HLL’s endeavour to continuously innovate

and offer new advance products to the consumers these flavours have been

special designed to win over competition consumers.

Recently close-up whitening, the tooth-whitening variant, was introduced with a

unique self check device called ‘’shade-card’’. This helps consumers identify

how ‘’yellow’’ their teeth really are also to track the improvement in teeth

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colour as use the paste. The toothpaste helps teeth get whiter in 4 weeks of

regular use. This tooth-whitening segment is having total market share of 6%of

the total toothpaste market.

DABUR INDIA LTD.

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Dabur India ltd is the fourth largest FMCG Company in India with interests in

healthcare, personal care and food products. building on a legacy of quality and

experience for over 100years, today Dabur has a turnover of Rs.1232 crore with

powerful brands like Dabur Amla,Vatika ,Hajmola &Real.

Dabur is an important player in oral care segment with revenue of Rs.1000.3

crore and net income of 77.6 crore .the oral care contribution about 12% to the

revenue of Dabur in 99. in 1970 ,Dabur expanded its personal care portfolio by

adding oral care products. Dabur Lal Dant manjan was relaunched and its

captured the Indian rural market. Sales in 1999 recovered a sharp 19%yoy

decline in volumes, which are marketed aggressively by MNC players.dabur

had bought the Bianca brand in1997.Dabur boasts of a transnational distribution

network serving 1.3 million retail outlets and product availability in 50

countries around the globe. The quality of Dabur products has been its greatest

strength throughout and to support this Dabur research foundation (DRF), an

independent company is setup to spearhead Dabur’s multi-faceted research

PRODUCTS OF DABUR

Dabur Red Toothpaste

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Dabur red toothpaste is positioned as toothpaste, which has lavang (clove) that

helps prevent toothache, pudina, which helps prevent bad breath, and tomar,

which kills harmful germs. It is therefore the first ever toothpaste which keeps

all your dental problems away, thereby providing you strong teeth.

Dabur Lal Dant Manjan

Dabur Lal Dant manjan, the red tooth powder contains laung ka tail, kali mirch,

pudina satva, pippali, Sunthi, Kapoor and Tomer Seed, Sugandhi Dravya,

Kasni, Garlic, Powder, other natural ingredients.

Bianca fresh toothpowder – “Saanse ho taazi, to jeetoge baazi”

It is being advertised as start your day with the freshness of cool, cool mint. Use

Bianca fresh toothpowder, for extra sparkling teeth

tangy daylong fresh breath. That’s the coolest way to add zing to your day. It

contains calcium and extra mint.

BALSARA HYGIENE PRODUCTS LTD

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Balsara Hygiene Products limited founded in 1925, operated as a family owned

and controlled private enterprise till 1980. The business was transferred to

Balsara Hygiene Products Ltd. in July ’80. The company has a domestic annual

sales turnover of Rs 1.31 bn and income of Rs 8mn. It also has a rapidly

growing international sales turnover of Rs 350 mn. The Balsara group is

professionally managed, with manufacturing, sales, distribution and

administrative operations located throughout India and internationally. The

company has a national sales and distribution network of 600,000 retail outlets.

Balsara derives 60% of the sales from its oral care products. In the international

market, Balsara supplies a wide range of personal and household care products

to 40 countries around the world. The company’s flagship brand, Promise

toothpaste, is marketed in 29 countries.

The Balsara group has a toothpaste manufacturing capacity of 38,000 tons pa,

the largest in India. It is one of the lowest cost producers of toothpaste and

manufactures a wide range of toothpaste

formulations such as natural, herbal. Fluoride, baking soda, tartar control, and

gel and for sensitive teeth. High volumes and low input costs due to in house

availability of product ingredients and package materials from companies with

in Balsara group, allow Balsara to provide quality product at extremely

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competitive rates. Balsara groups have presence in economy and protection

segment. The prominent brands are Babool, promise etc. By introducing

promise , Balsara hygiene quickly garnered 12% market share. Promise and

Babool together had a market share of about 15% till 1987.

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PRODUCTS OF BALSARA HYGIENE:

Promise toothpaste

Promise toothpaste is unique toothpaste containing natural and time-tested clove

oil. The scientifically proven antiseptic and bactericidal properties of clove oil

help keep teeth strong and gums healthy. Promise toothpaste was awarded le

monde world selection gold medals in London and Amsterdam for superiority in

product quality.

Recently. Promise became the world’s first and only toothpaste to receive

international accreditation from the British dental health foundation (BDHF).

Promise Gel

Promise gel comes packed with all the natural and time tested goodness of

clone, traditionally known for its beneficial oral care properties and trusted by

dentist’s the world over. The product’s natural antiseptic and germ killing

properties protect teeth and gums from harmful bacteria promise gel’s sweet and

spicy flavours provides’ wake-up freshness’ right through the day.

Promise ‘just for kids’

Promise ‘just for kids’ is sparkling gel toothpaste for children available in two

exciting flavours- ‘Tooty-Fruity’ and ‘fruit & mint’. This toothpaste is specially

formulated to protect tender tooth enamel, making it suitable for use by

children. Promise ‘just for kids ‘toothpaste has been awarded accreditation by

the British dental health foundation (BDHF).

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Meswak toothpaste is scientifically formulated from pure extract of the

Meswak plant, ‘salvadore persica’- the famous; toothbrush tree’ used for

centuries. The astringent and bactericidal properties of Meswak help reduce

tooth decay fight plaque and prevent gum disease.

Babool

Babool toothpaste is natural toothpaste containing the ayurvedic and medicinal

benefits of the Babool tree,’ Acacia Arabica’ the Babool herbal extract in super

Babool toothpaste helps prevent swelling & bleeding of gums ,keeping healthy

and teeth strong.

36
OTHER PLAYERS

Shri Niranjan Ayurved Bhavan Limited a rural tooth powder marketing outfit

based at Tumsar, Maharashtra, launched herbal toothpaste – Niranjan .The paste

claims to be wholly vegetarian. Price at Rs 32 for 200gms, Rs 19 for 100gms

and Rs 11 for 50gms. This product is segmented to strict vegetarian in the

country (an estimated 1/5 of the total population). Aimed garnering 15% of this

population, company will be having 30 million people as primary target

audience.

Company used calcium rich pipal as a substitute for bone ash, which gives the

paste its consistency and uses its abrasive power to clean teeth.

Delhi based ralson visionary formulation, which has a moderate presence in

homeo based products-the most famous being arnica shampoo has launched

dental clean toothpaste with 100 gm for Rs.22 and 50 gm for Rs 12. It was the

only lemon flavored toothpaste in homeopathic market. Earlier cibaca launched

lemon flavored toothpaste but failed in the market place. Dental cleaner

contains antiseptic homeopathic formulations which treat dental ailments such

as bleeding gums, bad breath and toothaches. The other players in this segment

are lordent from lord homeopharmacy and homeo dent from sharda bioron.

37
About Electronic Media

The electronic media would include radio and the television. The advent

of the radio allowed the advertisers the liberty of using certain ‘jingles’ and

music, which could be associated with their brand and product. Whereas the

television brought the visuals along with the audio effects. This was a

revolution and the print media found it being sidelined as far as advertising

went. Talking of India, the Cable TV boom in the early nineties added to the

choices available to the advertiser on a regional segment.

IMPACT ON VARIOUS MEDIA

Up till now, the best way to build a mainstream brand is to advertise on

television, where mainstream consumers account for roughly half audience. But

companies that want to avoid the high cost of national advertising can find other

ways to insert their brands into consumers’ physical world. As a gardening

supplier, this company must appeal to high-income pessimists. Yet every article

includes a shopping list, an 800 number (free calling system available in USA)

and the web site address where consumers can buy the plants and tools they see.

Start-ups may not like the prospect of investing in non-Internet marketing

channels, but this is what it will take to win mainstream consumers.

The Internet makes consumer industries far more competitive and

dynamic than they were in the past. In this harsh environment, the companies

38
that intend to thrive in the long run must build a defendable strategic position.

In other word, the companies need to build an advantage that other companies

do not have in the marketplace. Cutting prices by 50 per cent and running

Super Bowl advertisements create huge short-term growth, but it does nothing

to secure the future of the company. Having a hot IPO or a high stock price

may help, but it won’t suffice. The companies that ultimately will win the battle

for Internet consumers see now that profitable growth can not go on forever and

simply being “a dotcom” does not constitute a strategic advantage.

As the Internet matures, companies must learn to compete in world of

Dynamic Trade, where the apparent supply to consumers rises and companies

must heed the signals of current demand, what companies want now? Dynamic

Trade will make consumer industries more efficient and on the whole less

profitable than they were in the past. They must build a unique value. One way

to do this is to build a brand based on consumer experiences. A projected

image, even one that has millions of dollars in marketing budget behind it, will

not stand up unless the every day experience of the consumers on the internet

reinforce the brand. Companies that ignore this truth will find that they are not

just wasting half of their advertising budget.

39
Research Methodology

Descriptive Design- A research design is purely & simple the framework or

plan for a study that guides the collection & analysis of data .

The present study is basically descriptive in nature the major purpose of

descriptive research is description of the state of affairs at the exists at

present situation .

In order to know the media to which people are exposed, to know the media

about which they were aware, and to know the media which influence

customer buying behavior, a careful review of different advertisement

through electronic media was made to locate a particular product using all

the media. It was found that toothpaste was utilizing almost all the

important media. Hence, it was proposed to measure the effectiveness of

different media among rural and urban people in the context of this product.

The selected electronic media for this study were television, internet, radio,

cinema etc. The major criterion for selecting these media was that they were

commonly used for advertising toothpaste in this country.

Selection of sample: The sample consisted of 100 respondents – 80 of

them were resident of Lucknow and remaining 20 from adjoining areas of

Lucknow. Purposive sampling technique was used for selecting the

respondents. It was intentionally decided to select NOIDA AND

40
GREATER NOIDA in NCR because it included all types of socio

economic groups. I contacted the people who were anxious to participate in

this study. One individual (not less than 16 years of age) in each home was

interviewed. To make the sample uniform and representative, it was kept in

mind that selected persons should be either purchasing the toothpaste or

influencing the purchase decision. Questionnaire and personal interview

techniques were followed to collect the information.

The ratio of respondents between urban and rural areas was 1:3 as the

toothpaste consuming habits of people in a rural area is different from that in

an urban area. People in the village use relatively less toothpaste as other

substitutes such as Datun, Mud are available in abundance. Although this

ratio was decided upon judgment and experience, yet every effort was made

to make the sample uniform and representative.

Type of data- primary data &secondary data are used in the present

research .

Primary data- primary data collected from field survey I collected primary

data through survey method , questionnaire & personel interview.

41
Formulation of Questionnaire:

For the preparation of questionnaire, a few retailers of toothpaste

brand were contacted to get primary information. The questionnaire was

prepared to seek information both urban and rural people regarding the first

source of information about toothpaste brands which the respondents were

using, the advertisements which they had come across about the same brand

or any other, their reading and listening habits of electronic media, influence

of these media on their buying behavior, etc. Because of poor memory

factor, added recall and unpadded recall were given due place in the

construction of questionnaire. The questionnaire were kept short, and less

factors and directly related were excluded to solicit better response. A non-

disguised, structured questionnaire was prepared.

Each respondent was asked to mention the toothpaste brand being

used at present and brand he was using before. This was asked mainly to

know the brand in which the respondent was taking more interest.

Respondents were to mention the first source of information for brands.

They were asked to mention the names of media from which they read pr

listened or viewed advertisements about the present brands. Moreover, they

were given restricted choice to specify that media which influenced their

buying behavior about the present brands.

42
Interview Procedure:

The response of respondent was recorded on questionnaire at the place or

interview. It naturally brought the advantages of personal interview. For

recalling the source of advertisement, the respondent was added by the

various electronic media. But for recalling the source of media which

influenced the buying behavior, unaided recall method was used. One

question was asked purposely (not get forced choice) to name one electronic

media only. Further the respondent was given add only when it was clear

that the respondent knew the answer, but because of insufficient knowledge

about ingredients and intricacies of advertisement media, he was unable to

express his views. Aided recalls also helped in getting the pointed reply

firm the respondent for a particular question. The role of unaided recall was

to know the depth of knowledge of respondent and to avoid any bias.

Unaided were sought to the extent possible.

43
Analysis and Discussion

Profile of respondent:

The general profile of respondents in terms of age, sex, marital status,

education and income are given as follows:

Age & Sex of the respondents:

There are 53% male and 47% female, among which the research has

been conducted. Out of these respondents 20% respondents belong to the

rural areas, 30% respondents are age group of above 30 years, 40% belong

to the age group of 26 – 30 years, 20% respondents belong to the age group

of 21-25 years and 10% belongs to the age group of 16 – 20 years.

There is a great impact of electronic media over the age and sex and

slightly differ in number, it is because of exposure to the media.

44
Table 1: Distribution of the respondents according to their age

and sex.

Age Group Male Female No. of respondents

16-20 6 4 10

21-25 13 7 20

26-30 18 22 40

Above 30 16 14 30

Total 53 47 100

45
Marital status of the respondents:

65% of the total respondents among males and females are married while

35% of the total respondents are unmarried. The percentage of married male

and female respondents is higher in urban areas than in rural areas.

Table 2 Distribution of the respondents according to their marital

status

Marital status No. of respondents


Married 65

Unmarried 35
Total 100

Education level of the respondents:

The percentage of the respondents having post graduate level

education is 41% and the percentage of graduate level of education is 47%

while 12% respondents have the intermediate level education. Exposure and

effectiveness of electronic media vary with the education level as highly

educated and urban based are much exposed than that of rural and low

qualified respondents.

Table 3 Distribution of the respondents according to their

46
education level

Education Level No. of respondents


Intermediate 12

Graduate 47

Post Graduate 41
Total 100

Profession of the respondents:

When the respondents were asked about their profession following

data were obtained.

The maximum numbers of respondents were from the teaching

background (42%), followed by the housewife for (27%). The respondents

were also student for (19%) and it was followed by the businessperson

(12%), the rest number of respondents from professional background.

Table 4 Distribution of the respondents according to


their professions
Profession No. of respondents
Background

47
Govt.services 42

Business 12

House wife 27

Student 19

Total 100

Income group of the respondents

Family income is considered as the basis for the purpose of making groups.

This group has been done keeping in the view the purchasing power on the

one hand and likely needs, desires and aspiration of the respondents on the

other hand.

55% respondents have the income more than Rs. 9000, 28% respondents

belong to the income group of Rs. 6000-9000 and 12% respondents belong

to their the income group of Rs. 3001-6000 while 5% of respondents belong

to the income group of below Rs. 3000.

Table 5 Distribution of the respondents according to their income

groups

Income Level No. of respondents

48
9001 &above 55

6001 to 9000 28

3001 to 6000 12

below 3000 5
Total 100

PRESENT BRAND OF TOOTHPASTE USED

After having established the fact that the respondents have been consuming

toothpaste for some period, they are also asked the name of present brand

used.

30% respondents consume Pepsodent, 32% respondents consume Colgate,

15% respondents consume Close-up , 4% respondents consume cibaca ,

3%respondent consume Anchor, and 5% respondents consume other brands

like Babool, Neem etc. This is the mix-up response from both rural and

urban areas.

This indicates that the premium brands having high exposure through

various electronic media are used very frequently.

Table 6 Distribution of the respondents according to


their present brand used

49
Toothpaste No. of respondents
brands

Pepsodent 30

Close-Up 15

Colgate 32

Cibaca 04

Anchor 03

Miswak 05

Other 11

Total 100

Distribution of the respondents


35 30 32
30
25
20 15
15 11
10 4 3 5
5
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50
Time Duration of the present brand used:

24% respondents have been using the present brand for less than six

months while 76% respondents have been using the present brand for the

more than six months.

It is because, the toothpaste brand of high exposure with the benefits

are used very much than that of low exposure of toothpaste brand.

Table 7 Distribution of the respondents according to their time

duration of present brand used

Time Duration No. Of respondents


Less than 6 months 24

More than 6 months 76


Total 100

51
time duration of present brand used

24%
Less than6
months
More than6
76% months

Earlier used Brand:

Prior to the present brand 48% respondents used Colgate, 28%

respondents used Pepsodent, 14% respondents used close-up while 10%

respondents used other toothpaste brand like Cibaca, Anchor, Neem,

Miswak and Babool.

Electronic media created a large gap between the prior brand used and

present brand used. Consumers are very much affected through the various

electronic media sources and change their decision on behalf of the different

aspect.

Table 8 Earlier brand used by the respondents


Present Brand No. of respondents

Colgate 48

Pepsodent 28

Close-up 14

Others 10

52
Total 100

Reason to change in the Earlier Brand:

Consumer changes their preferences in brand at time to time. There

were several factors/reasons which play an important role in changing the

brand and selection of new brands. These factors may be internal or

external. In internal factors their come the taste, price, family and cultural

environment. In the external factors advertisement and promotional schemes

play a vital role.

32% respondents say that they change the earlier brand because of

taste in toothpaste, 6% respondents changed their earlier brand because of

price, 30%respondents changed their earlier brand because of advertisement,

7% respondents changed their earlier brand because of promotional schemes

and 25% respondents say that there are other reasons for change like change

and involvement of the family member.

Exposure to the advertisement is the most important because by the

exposure of advertisement the consumer could know very easily about price,

53
taste and promotional schemes. In the whole discussion the effectiveness of

electronic media could be easily understood.

Table 9 Response of reasons to change in earlier brand by the

respondents

Earlier Brand No. Of respondents


Taste 32

Price 06

Advertisement 30

Promotional Schemes 07

Others 25
Total 100

54
Factors affect the change in decision:

Change in the decision always occurred when different options are

present and several factors affect the decision-making.

20% respondent’s emphasis on the statement that there are herbal

ingredients consists in the present brand of toothpaste. 56% respondents feel

that by using the present brand of toothpaste they could maintain healthy

gums and strong teeth. Brand of reputed company is also important

segment and 17% respondents are very much affected by this Statement. In

other factors 7% respondents the earning consumer are very affected by the

likings of children and family member.

In overall discussion these information could only be known when the

respondents are asked to the advertisement. Only media especially

electronic media provides such types of information to the consumer and

consumer takes their decision.

Table 10 Factors affect the change in decision

55
Factors affecting decision No. of respondents

Herbal ingredients 20

Healthy gums & Strong teeth 56

Reputed brand 17

Other 07
Total 100

Herbal
ingredients
Healthygum s&
Strongteeth
Reputedbrand

Other

56
First Source of Information:

Table 11 reveals that the most important first source of information is

the Television for 79% of the respondents followed by Newspaper (12%),

Shopkeeper (5%) and the relatives (4%). In rural areas the most important

first source of information is shopkeepers and the radio.

This indicates that most of the respondents are very much exposed to

the Television in rural as well as urban areas because of the cheapest source

in the present scenario. Newspaper is the second important source of

information.

57
Table 11 Relative distribution of first source of information

First Source of Information No. of respondents

Shopkeeper 05

Television 79

Newspaper 12

Relatives 04

Total 100

58
Exposure to the present brand:

The respondents are asked after knowing the first source of

information as to whether they could come Across any advertisement about

the brand presently Being used by them because the advertisement appeals

the use of brand.62% respondents have seen the advertisement about the

toothpaste brand presently being used by them. 38%espodents have not seen

the advertisement of present toothpaste brand. This indicates that

advertisements of the toothpaste brands are very much effective by the

different electronic media.

Responses of the respondents whether they come across


Table 12
any advertisement

Effectiveness of advertisement No. of respondents


Yes 62

No 38
Total 100

RELATIVE MEDIA DISTRIBUTION

59
In response to the question regarding the media of advertising the

respondents were asked about the media. In the electronic media there are

Television, Internet, radio, newspaper and cinema.

79% respondents say that they come across the advertisement of the present

toothpaste brand by the television, 1 5% respondents come across to Radio

and followed by cinema (6%).

This shows that the appearance of the advertisements on Television is very

much effective and that's why it is important segment of electronic media.

In rural areas the Newspaper and Radio is important segment of electronic

media.

Responses of the respondents regarding relative


Table 13
distribution of media
Effectiveness of advertisement No. of respondents
Televisions 79
60
Internet 0

News papers 0

Radio 15

Cinema 6
Total 100

EFFECTIVENESS OF ADVERTISEMENTS ON

ELECTRONIC MEDIA

61
The advertisement, which appears on television, that may or may not be

effective to the consumer point of view. This effectiveness leads to the brand

selection.

76% respondents' say that the advertisement appears on television is very

much effective while 24% respondents select the average effectiveness of

the advertisements.

It is concluded that the advertisements are very much effective which appear

on Television to the rural and urban consumer point of view.

Responses of the respondents regarding effectiveness of


Table 14
advertisement on electronic media

Effectiveness of advertisement No. of respondents


Very Much 76

Average 24
Total 100

Impact on brand preference:

After the appearance of the advertisement on Television, the

effectiveness leads to the brand preference. In some cases it is not true.

69% respondents say that there is great impact on brand preference because

62
of the effectiveness of the advertisement on Television. While 31%

respondents’ refuse of impact on brand preference.

This again reflects the importance and effectiveness of electronic

media.

Responses of the respondents regarding impact of


Table 15
advertisement on brand preference

Responses No. of respondents


Yes 69

No 31
Total 100

Factors Appealed:

Those who have impact on brand preference because of advertisement

are appealed to toothpaste brands like punch-line, simplicity, advertisement

appeal, and herbal ingredients. These appealed are known to consumer

through electronic media. Star appeal is an important segment of this appeal

This again reflects the importance and effectiveness of electronic media.


63
Advertisement Recall:

In response to the question regarding the recall of advertisement

electronic media, the respondents gave their responses. In some cases,

respondents faced difficulty in recalling the media as it was long time that

they had been using the present brand of toothpaste. Out of total

respondents 76% respondents can recall the advertisement of toothpaste

brand but 24% respondents can’t recall any advertisement of any toothpaste

brand.

This result indicate that the advertisement which are exposed

frequently before the consumer and are interesting they could easily recall,

however less exposed advertisement can’t easily recalled. Maximum

recalling of the advertisement is in the urban areas as

compare to rural areas. Important point is that the advertisement of star

appeal are easily recalled because of this, the interesting advertisement are

easily recalled.

Table 16 Responses of the respondents regarding recalling of

advertisement of toothpaste on electronic media.


Responses No. of respondents

64
Yes 76

No 24
Total 100

Brand of the Toothpaste:

The advertisement which could be recall very frequently is very much

popular for the respondents. It is because of the effectiveness of electronic

media. The advertisements which are passed before the consumer, the

respondents are using those brands.

Out of 76% respondents, 36% respondents are consuming the Colgate

brand of toothpaste, 29% respondents are consuming Pepsodent brand of

toothpaste while 11% respondents are consuming other brand of toothpaste

65
Table 17 Brand of toothpaste (Out of 76 respondents)

Toothpaste Brand No. of respondents


Colgate 36

Pepsodent 29

Close-up 11
Total 76

Exposure to the Media:

Advertisements are through the various media channels. In the

electronic media segment Television, Cinema, Radio and Newspaper are

important. In today’s scenario Television is the most important and

common segment. That’s why it is highly effective segment of electronic

media.

90% respondents say that they have seen the advertisement of

toothpaste brand on Television which could be recalled and find much

interesting. 6% respondents say that recalled advertisement was listened by

them at radio while 4% respondents say that they have seen the
66
advertisement in the cinema. This mix-up response of the respondents

because Television is not available in almost every rural areas but rural

people has the radio facility.

Table 18 Exposure to the media

Responses No. of respondents


Television 90

Radio 06

Cinema 04
Total 100

67
68
Media habits of the respondents:

To study the media habits, the respondents were asked to give their

opinion regarding their habit relating to different media such as newspaper,

radio, television, and cinema. In answering this question, the respondents

were given free choice to indicate all those media to which they were

exposed. The response threw some light about hose respondents who were

exposed to some media but did not care the advertisement in those media.

Finally, when the respondents are asked about the media habits, how

much they exposed to the media which is available to that areas. One

respondent has multiple media habits and frequently passed through time to

time.

100% respondents watch the Television regularly because of cheapest

and easily available media. 44% surf the internet regularly. This is very

scare media which is not easily found in the rural areas. Second most

common media habit was radio and respondents of such type were 52%.

If we take serious consideration of media habit, it is found that

television is watched by almost every respondent. Second common habit

was surfing internet and followed by listening to radio and less effective

media habit was the cinema. In the media habit, a respondent has not passed

all four media habit except the cinema.

69
Table 19 Media habit of the respondents (Multiple Choice)

Habits No. of respondents


Watch the television regularly Go to cinema 100

regularly 44

Surfing the internet regularly Listen to radio 58

regularly 52

70
Limitation of the study

The effectiveness of various electronic media is measured in keeping in

mind the constraints and limitation given below ;

1. The present study was confined to Lucknow city and its adjoining

areas. The findings of this study may not applicable to other areas.

2. The limitations and biasness of sampling techniques used in this

study may influence the findings of this study.

3. Due to limitation of time and resources, all the possible factors

influencing media effectiveness could not be considered.

4. The study of electronic media effectiveness may not hold well over

a period of time due to various improvements in the present

electronic media.

71
Conclusion

The main purpose of this study was to identify the first source of

information of toothpaste brand, to know the media awareness and media

behavior of the people, to study the media habit of the people to measure the

effectiveness of various electronic Media. We can summarize and

concluded the study by the following manner.

The brands which are much exposed before the people through

various electronic media are used at large. Some brands like Pepsodent and

Colgate are frequently exposed with good illustration, are very much used.

This clearly shows the effectiveness of electronic media.

Whatever information the consumer gets from advertisement which

appears on various electronic media, he takes the decision on the basis of

those information’s. So, whatever information’s will be exposed on the

electronic media, they will definitely helpful in changing the attitudes of the

consumer at large extent.

Urban respondents were more exposed to advertisement and had

favorable response towards advertisement appearing through various

electronic media than the rural respondent.

72
Television and newspaper were important source of information in the

urban areas. Shopkeepers and relatives are other first source of information,

so they are also considered as integral part of the media. Now a days

television is much popular in rural areas as well as urban areas, that’s why

maximum companies are taking help from television in exposure of their

brands. Radio and cinema were also first source of information for a very

few people.

After collecting information 88% respondents came across the

advertisement about that brand. Out of 88% respondent’s maximum number

of the respondents was exposed with the television followed by the radio and

cinema. So, television is the best media exposure and was very effective to

the consumer point of view.

Consumer responded that advertisement which appears on television

were very much effective and such type of respondents are 62% and rest

38% respondent in average affectivity. And this affectivity leads to a

consumer for impact on brand preference, because of this reason the brand is

preferred. Punch-line, simplicity and contents make the advertisement

effective. When the advertisement is exposed on electronic media, these

factors are highly considered to create effectiveness.

73
Recalling of the advertisement by the maximum number of

respondents shows the effectiveness of the electronic media. It happens only

when the advertisement is exposed in a good manner and on a good track

which leads towards the change in consumer’s attitude of buying and

awareness.

Every respondent had multiple media habits. The respondents who

had the media habit of watching television regularly were 100%. That’s

why television is the best media habit for the respondents. Surfing internet

and listening radio was the second and third media habit of the respondents

respectively. Radio is highly effective in both rural and urban areas.

Cinema is the fourth effective media habit. Cinema and internet were

available only in the urban areas and because of this reason it is not effective

media habit for all the respondents.

Concluding the topic of the study “Effectiveness of the electronic

media with a special reference of toothpaste” It is said that the respondents

are very much affected by the media especially Television, Radio,

Newspaper, Cinema, and Internet. Out of these electronic media the most

effective media was television which is available almost in every home and

people are very much exposed to it.

74
Bibliography

Books:

Research Methodology C. R. Kothari

Advertising D. R. Singh,

R. M. Upadhaya,

R. K. Tandon,

Journal Asia-pacific business review

Asia –pacific institute of

Management New Delhi

75
Annexure

(A) Questionnaire

Name :…………………………………………………………..
Sex : Male / Female …………………………………
Address : …………………………………………………………
…………………………………………………………..
Marital Status : Married / Unmarried
Age Group : 16 – 20 yrs. ……………………
21 – 25 yrs. ……………………
26 – 30 yrs. ……………………
Above 30 yrs. ……………………

Education Level : Primary ……………………


Matriculation ……………………
Intermediate ……………………
Graduate ……………………
Post Graduate ……………………
Other (Specify) ……………………

Profession : Student ……………………


Govt. Service ……………………
Business ……………………
House Wife ……………………

76
Income Group : Below 3000 ……………………
3001 – 6000 ……………………
6001 – 9000 ……………………
9001 & Above ……………………

(I) Which toothpaste brand are you using at present?


 Pepsodent
 Close – Up
 Colgate
 Anchor
 Neem
 Miswak
 Babool
 Cibaca
 Others

(II) Since when have you been using the present brand?
 Less than 6 months
 More than 6 months

(III) Which toothpaste brand were you using prior to this


present brand? Please specify the brand name.
…………………………………………………………………
…………………………………………………………………

77
(IV) Why have you change the earliest Toothpaste brand?
Because of …………
 Taste
 Price
 Advertisement
 Promotional Schemes
 Other (Specify) …………

(V) Which factor/s affects your change in decision?


 It is certified by dental association
 It consist of herbal ingredients
 It maintains healthy gums & Strong teeth
 Brand of reputed company
 Other(Specify)
……………………………………………………………

(VI) What was the source of information for the present brand?
 Friend
 Shopkeepers
 Television
 Newspaper
 Relatives
 Other(Specify)
……………………………………………………………

78
(VII/A) After collecting information from above sources did you
come across any advertisement about this brand?
 Yes
 No

(B) If yes, what was the media?


 Television
 Internet
 Radio
 Cinema

(VIII)In your opinion how effective was the advertisement appearing on


television?
 Very Much
 Average
 Below
 Average

(IX/A) Was there any impact on your brand preference?


 Yes
 No

(B) If yes, what appealed you? Plea specify


…………………………………………………………………
…………………………………………………………………

79
(X/A) Can you recall any advertisement about any another toothpaste brand
of electronic media?
 Yes
 No

(B) If yes, name the toothpaste brand?


…………………………………………………………………

(c) Where have you seen this?


 Television
 Internet
 Radio
 Cinema

(XI) Tick which ever is more applicable in your case.


 Watch the television regularly
 Go to cinema regularly
 Surfing internet regularly
 Listen to Radio regularly

(XII/A) Can you recall any advertisement about any toothpaste brand,
which you find more interesting?
 Yes
 No

80
(B) If yes, name the toothpaste brand?
…………………………………………………………………
…………………………………………………………………

(C) Specify the media?


 Television
 Internet
 Radio
 Cinema
The advertisement of which brand you like most
 Pepsodent
 Close – Up
 Colgate
 Anchor
 Neem
 Miswak
 Babool
 Cibaca
Others

81
(B) List of the Table

Table 1 Distribution of the respondents according to their age and

sex.

Table 2 Distribution of the respondents according to their marital

status
Table 3 Distribution of the respondents according to their education

level
Table 4 Distribution of respondents according to their profession
Table 5 Distribution of the respondents according to their income

group
Table 6 Distribution of the respondents according to their present

brand used
Table 7 Distribution of the respondents according to their time

duration of present brand used


Table 8 Earlier brand used by the respondents
Table 9 Response of reasons to change in earlier brand by the

respondents
Table 10 Factors affect the change in decision

Table 11 Relative distribution of first source of information


Table 12 Responses of the respondents whether they come across any

advertisement
Table 13 Relative distribution of media
Table 14 Effectiveness of advertisement according to the respondents
Table 15 Responses of the respondents regarding impact of

advertisement on brand preference

82
Table 16 Responses of the respondents regarding recalling of

advertisement of toothpaste on electronic media.


Table 17 Brand of toothpaste (Out of 76 respondents)
Table 18 Exposure to the media
Table 19 Media habit of the respondents (Multiple Choice)

83

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