CONSUMER ATTITUDECONSUMER ATTITUDE

PRESENTED TOPRESENTED TO

MISS.DURIA HASAN

PRESENTED BYPRESENTED BY

TAQDEES TAHIR HUMA SIDDIQUI

MUHAMMAD SHAHID

Consumer AttitudeTowards

TOOTH PASTES

CLOSE UPCLOSE UP

INTRODUCTIONINTRODUCTION• Close up is the product of Unilever.

• Unilever is one of the world's greatest consumer goods companies.

• It is dedicated to great brands that help people look good, feel good and get more out of life.

• Close-Up® debuted in 1967 as a clear red gel with a spicy cinnamon taste and mouthwash right in the toothpaste.

• launched in the 1970s, Close up was the first gel toothpaste in Pakistan and the first toothpaste with mouthwash.

Market Analysis of

Consumer Attitude towards

Toothpaste

SURVEY AREASSURVEY AREAS

• Gulshan-e-Iqbal

• Malir

• Shah Faisal Colony

• Mehmoodabad

• Model Colony

• Defence

• F.B Area

•PECHS•Gulistan-e-Jauhar•Nazimabad•Malir Cantt•Garden

0

10

20

30

40

50

60

70

STUDENTS

EMPLOYEES

HOUSE WIVES

OTHERS

OCCUPATION

DIFFERENT BRANDS OF TOOTH PASTE 

 

0%

5%

10%

15%

20%

25%

30%

35%

40%

Colgate

Close up

Macleans

Sensodyne

Forhans

Others

MARKET ANALYSIS MARKET ANALYSIS FOR FOR

CLOSE UPCLOSE UP

GENDERGENDER

MALE38%

FEMALE62%

MALE

FEMALE

OCCUPATIONOCCUPATION

0%

10%

20%

30%

40%

50%

60%

70%

80%

students

employees

house wives

BRAND CONSCIOUSNESS

Yes42%

No58%

Yes

No

Yes96%

No4%

Yes

No

SATISFACTION

PRICE ANALYSIS 

0%

20%

40%

60%

80%

100%

price in terms of quality

Fair &reasonable

Expensive

QUALITY ANALYSIS 

0%

10%

20%

30%

40%

50%

60%

70%

Quality in terms of price

Good

Satisfactory

Notsatisfactory

CONSUMPTION PERIOD

25%

25%

50%

lessthan ayear

2 years

morethan 2years

ATTRACTION MODES

41.60%

8.40%

50%

ownexperience

TVadvertisement

word ofmouth

LIMITATIONSLIMITATIONS• Low involvement category

• Lack of individual choice

• Low switching on attitude brand loyalty and consciousness

• Less interest to try any new brand of toothpaste

• Brand loyalty and consciousness

FINDINGSFINDINGS• Close up is the second largest brand in

Karachi consumed by different age groups of people.

• Close up is more used by females than males.

• Close up is more popular in youngsters like students, teenagers etc.

RECOMMENDATIONSRECOMMENDATIONS As to lead the market it should be promoted

more and more mainly through TV

advertisement. Unilever should review its marketing strategy

to compete with its major competitors. Close up should adopt some promotional

offers as well.

CONCLUSIONCONCLUSION

THANK YOU