Brand Involvement

Freshness Toothpaste is valuable for me Toothpaste is relevant to me Its important to me that my toothpaste tastes good. Its important to me that my toothpaste gives me confidence to get close to people Its important to me that my toothpaste gives me healthy teeth It is important to me that my toothpaste makes my teeth whiter Its important to me that my toothpaste makes gives me dazzling smile Its important to me that my tooth paste has herbal ingredient Its important to me that my toothpaste protect me from all oral health problems Its important to me that my toothpaste is recommended by dentists 3.873 4.095 3.825 Overall oral care 3.964 4.017 3.911 Herbal 3.899 4.014 3.841 Niche Problem solving Total category 3.743 4.142 3.657 3.9 4.028 3.829

3.873 4.349 4.111

3.964 4.446 4.232

3.899 4.362 4.13

3.686 4.343 4.057

3.886 4.357 4.129

3.746 3.603 4.302 3.397

3.929 3.696 4.482 3.571

3.783 3.609 4.304 3.449

3.657 3.629 4.2 3.343

3.786 3.614 4.314 3.443

Brand Attitude
Overall oral Freshness care Niche Problem Herbal solving Total category

My toothpaste protect my tooth from decay

3.889

3.928

4.029

3.914

My toothpaste makes my breath fresh

4.19

4.286

4.203

4.114

4.186

It gives me relief from toothache My toothpaste prevents germs from affecting my teeth My toothpaste takes care of all my oral health problems My toothpaste has natural ingredient My toothpaste has a great flavor and taste My toothpaste is recommended by dentist Its a brand of my family

3.873 3.873 3.905 3.175 4.048 3.444 3.714

3.946 3.946 4.018 3.232 4.089 3.518 3.839

3.884 3.87 3.928 3.246 4.043 3.493 3.754

4 3.943 3.914 3.2 3.943 3.543 3.571

3.886 3.871 3.929 3.229 4.029 3.5 3.729

Brand Attachment

Freshness To what extent do you feel emotionally connected to your brand? To what extent does your brand say something to others about who you are? To what extent do thoughts and feeling for your brand comes to your mind on their own? To what extent do you think of your brand naturally and instantly? To what extent would you be distressed if your brand were discontinued? To what extent is it difficult to imagine life without your brand?

Overall oral care

Herbal

Niche Problem solving

Total category

3.524

3.589

3.522

3.2

3.5

3.317

3.429

3.304

3.029

3.3

3.603 3.698 3.46 3.159

3.696 3.786 3.607 3.286

3.594 3.696 3.493 3.174

3.286 3.6 3.429 3.029

3.586 3.7 3.486 3.171

Ranking Of Brand Preference Parameters

x27a N Valid 70

x27b 70

x27c 70

x27d 70

x27e 70

x27f 70

Sum of frequency*rank Rank

232 6

281 2

274 3

300 1

256 4

250 5

Gender toothpaste overall niche oral problem care herbal solving 11 9 4 11 1 2 22 10 6

Gender Total

male female

freshness 25 7 32

Total 49 21 70

Symmetric Measures Asymp. Std. Error(a) Approx. T(b) Approx. Sig.

Value

Interval Pearson's R by Interval 0.032 0.113 0.268 .790(c) Ordinal Spearman by Correlation Ordinal 0.071 0.114 0.588 .558(c) N of Valid Cases 70 a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. c. Based on normal approximation.

Age Toothpaste overall niche oral problem care herbal solving 13 1 1 6 2 0 0 3 1 2 2 3 1 2 1 22 10 6

age

18-23 24-28 29-34 35-50 51+

Total

freshness 17 9 3 3 0 32

Total 32 17 7 10 4 70

Symmetric Measures Asymp. Std. Approx. Approx. Error(a) T(b) Sig.

Value

Interval Pearson's by R Interval 0.454 0.105 4.201 .000(c) Ordinal Spearman by Correlation Ordinal 0.362 0.114 3.204 .002(c) N of Valid Cases 70 a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. c. Based on normal approximation.

Income toothpaste overall niche oral problem care herbal solving 4 0 0 8 4 0 4 3 3 3 1 1 3 2 2 22 10 6

income

<2lacs 2-4 lacs 4-6 lacs 6-8 lacs >8 lacs

Total

freshness 10 10 7 2 3 32

Total 14 22 17 7 10 70

Symmetric Measures Asymp. Std. Approx. Approx. Error(a) T(b) Sig.

Value Interval Pearson's by R Interval 0.341 0.101 2.993 .004(c) Ordinal Spearman by Correlation Ordinal 0.334 0.104 2.918 .005(c) N of Valid Cases 70 a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. c. Based on normal approximation.

Qualification

freshness qualification matriculate graduate postgraduate Total 5 15 12 32 Symmetric Measures

Toothpaste overall oral care herbal 1 15 6 22 2 4 4 10

niche problem solving 0 3 3 6

Total 8 37 25 70

Value Interval by Interval Ordinal by Ordinal Pearson's R 0.079 Spearman Correlation 0.052 70

Asymp. Std. Approx. Approx. Error(a) T(b) Sig.

0.119

0.657

.513(c)

0.124

0.431

.668(c)

N of Valid Cases

Gender and Brand preference H0- There is no significance difference between male and female and their brand preference Group Statistics Std. Error Mean 0.144 0.194

gender toothpaste male female

N 49 21

Std. Mean Deviation 1.84 1.007 1.9 0.889

Independent Samples Test Levene's Test for Equality of Variances

t-test for Equality of Means 95% Confidence Interval of the Difference Lower Upper

F toothpaste Equal variances assumed Equal variances not assumed

Sig.

df

Sig. (2Mean Std. Error tailed) Difference Difference

2.97

0.089

-0.268

68

0.79

-0.068

0.254

-0.575

0.439

-0.282

42.672

0.78

-0.068

0.242

-0.555

0.419

Age and Brand preference Ho- There is no significance difference between gender and brand preference

ANOVA Toothpaste Sum of Squares Between Groups Within Groups Total 14.65 49.921 64.571 df 4 65 69 Mean Square 3.663 0.768 F 4.769 Sig. 0.002

Qualification and Brand preference ANOVA toothpaste Sum of Squares 0.532 64.039 64.571 df 2 67 69 Mean Square 0.266 0.956 F 0.278 Sig. 0.758

Between Groups Within Groups Total

Income and Brand Preference ANOVA Toothpaste Sum of Squares 8.629 55.943 64.571 df 4 65 69 Mean Square 2.157 0.861 F 2.506 Sig. 0.05

Between Groups Within Groups Total

Brands and Mean Involvement ANOVA mean involvement Sum of Squares 0.956 40.267 41.223 Model Summary Change Statistics Adjusted R Square 0.006 R Std. Error of Square F Sig. F the Estimate Change Change df1 df2 Change 0.77052 0.021 1.434 1 68 0.235 df 3 66 69 Mean Square 0.319 0.61 F 0.522 Sig. 0.668

Between Groups Within Groups Total

Model

R 1 .144(a) a Predictors: (Constant), toothpaste Coefficients(a)

R Square 0.021

Model 1 (Constant) toothpaste

Unstandardized Coefficients B Std. Error 4.142 0.2 -0.115 0.096

Standardized Coefficients Beta -0.144

t 20.659 -1.197

Sig. 0 0.235

Brand and mean attachment ANOVA Mean attachment Sum of Squares Between Groups Within Groups Total 4.376 48.829 53.205 df 3 66 69 Mean Square 1.459 0.74 F 1.972 Sig. 0.127

Model Summary R Adjusted Square R Std. Error of the Estimate

Model

Change Statistics

Square

R Square Change 0.87676 0.018

F Change 1.214

df1 1

df2 68

Sig. F Change 0.274

.132(a) 0.018 0.003 a Predictors: (Constant), toothpaste Coefficients(a)

Unstandardized Coefficients Model 1 (Constant) 3.68 toothpaste -0.12 0.109 0.228 B Std. Error

Standardized Coefficients Beta t 16.133 -0.132 -1.102 Sig. 0 0.274

Reliability Statistics for brand involvement Reliability Statistics Cronbach's Alpha .822 Brand attitude N of Items 10

Reliability Statistics Cronbach's Alpha .871 N of Items 9

Brand Attachment Reliability Statistics Cronbach's Alpha .880 N of Items 6

Reliability Statistics Cronbach's Alpha .880 N of Items 6