Study of

Awareness of
Herbal Toothpaste
across
Demographics

By-Yash, Bibhu, Jillam

International Management Institute
Bhubaneswar

Introduction

o Consumeriskingthestatementcarriesprofoundtruthinit.
Todaythesuccessofanyfirmdependsuponthesatisfactionof
consumers.

o Forsatisfyingtheconsumersthefirmshouldknowaboutthe
behavioroftheconsumers

o Firmsshouldknowwhataretheinvolvementlevel,attitudeand
attachmentofconsumerstowardstheirbrand

IndianOralCareIndustry
In 2010, the oral care market in India was around US$980 million
Growth trend of toothpastes over the past 3 yrs was relatively slower
than that of other key FMCG categories (11%)
Growth of the toothpaste category was even lower, at around 9%
The toothpaste market in India had a very low penetration rate of
60%.

ObjectiveOfTheStudy
o To study the involvement level of consumer towards
Toothpaste Brands

o To examine the attitude and attachment of consumer towards
Herbal Toothpaste

o To study the attributes of brand awareness such as involvement
, attitude and attachment towards brand .

o To study the factors which influence consumers preference in
buying a toothpaste

Decision problem
Management decision problem
What should be done to increase the customer base of
Himalaya herbal toothpaste.

Research problem
What is the brand awareness and consumer response
towards Herbal toothpaste with respect to other competing
brands in the segment and across the segment
HYPOTHESIS
o H1 : There is significant difference in attitudes ,Involvement & attachment
towards brand between male and female
o H2: There is significant difference in attitudes ,Involvement & attachment
among different age groups
o H3: There is significant difference in attitudes ,Involvement & attachment
among different Academic Qualification
o H4: There is significant difference among different income group attitudes
towards brand
H5: There is significant difference in brand preference among people of different
gender.
H6: There is significant difference in brand preference among people of different
Income Group.
H7:There is significant difference in brand preference among people of different
Age group
H8: There is significant difference in brand involvement, brand attitude and
brand attachment among people using different category of toothpaste

Awareness Attributes towards Brand
a. Involvement

a. Attitude

c. Attachment

Category
Scope & The Need of Study
Herbal products are now a day preferred over other
toothpaste but still the share is quite negligible ,
This may be due to several factors
Availability
Affordability
Awareness

o The study is limited only to citizens of Bhubaneswar &
Cuttack
o We believe that the findings in this region are fairly
representative of the other cities as well

Research Methodology
o The methodology of the study is based on the primary
as well as secondary data
o The study depends mainly on the primary data
collected through a well-framed and structured
questionnaire
o The study is confined to Bhubaneswar & Cuttack
o In all 70 respondent are chosen with details like Age ,
Gender , Qualification & Income of the family
o The information gathered through questionnaires were
studied through Excel & SPSS 18

ResearchModel
Demo
graphic
AGE
Gender
Income
Qualification
Brand
Preference
Freshness
Overalloralcare
Herbal
NicheProblemsolving
Brand
Awareness
Involvement
Attitude
Attachment

Sample Details
Gender
a. Male 49 70 %
b. Female 21- 30%

Age

a. 18 -23 - 32 45.7 %
b. 24 -28 - 17 - 24 .2%
c. 29 -34 - 7 - 10 %
d. 35-50 - 10 - 14.2 %
e. 51+ - 4 - 5.7 %



Sample Details (Continued)
Annual Income
a. Less Than 2 Lakh 14
b. 2 4 Lakh - 22
c. 4- 6 Lakh - 17
d. 6- 8 Lakh - 7
e. Above 8 Lakhs 10

Qualification
a. Matriculate 8
b. Graduate 37
c. Postgraduate 25



Limitation
The research works covers only Bhubaneswar
&Cuttack

The sample size do not ensure representative and
conclusive finding

Respondents may biased towards a particular brand

A more robust analysis is required to reach a strong
conclusion





Type Of Research

Conclusive
Causal
Quantitative

Questionnaires
Involvement

1. Toothpaste is valuable for me

2. Toothpaste is relevant to me
3. Its important to me that my toothpaste tastes good .
4. Its important to me that my toothpaste gives me confidence to get
close to people
5. Its important to me that my toothpaste gives me healthy teeth
6. It is important to me that my toothpaste makes my teeth whiter
7. Its important to me that my toothpaste makes gives me dazzling
smile
8. Its important to me that my tooth paste has herbal ingredient
9. Its important to me that my toothpaste protect me from all oral
health problems
10. Its important to me that my toothpaste is recommended by
dentist
Questionnaires
Attitude
12. My toothpaste protect my tooth from decay
13.My toothpaste makes my breath fresh
14. It gives me relief from toothache
15.My toothpaste prevents germs from affecting my
teeth
16. My toothpaste takes care of all my oral health
problems
17.My toothpaste has natural ingredient
18. My toothpaste has a great flavor and taste
19. My toothpaste is recommended by dentist
20. Its a brand of my family

Questionnaires
Attachment

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

Frequency Table
Toothpaste Category Frequency Percent
Freshness 32 45.7142857
Overall oral care 22 31.4285714
Herbal 10 14.2857143
Niche problem
solving 6 8.57142857
Total 70 100
Reliability Table
Cronbach's
Alpha N of Items
Cronbach's
Alpha
N of
Items
0.822 10 0.871 9
Cronbach's
Alpha N of Items
0.88 6
Brand involvement Brand attitude
Brand Attachment

BrandAttitude
Brand Preference Parameter
Continued
X27 a Price- Rank 6
X27 b Availability Rank 2
X27 c Taste Rank 3
X27 d Freshness Rank1
X27 e Ingredient Rank 4
X28 f Brand Value Rank 5

Cross Tabs
HIMALAYA
Conclusion
There is a need of changing the
positioning of Herbal Toothpaste
There is no significance difference in
involvement across different category of
toothpaste
The attitude towards overall oral care
category is more compared to other
category
There is no significance difference in
attachment across different category of
toothpaste