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Consumer Buying Behaviour for
Toothbrush in Mumbai & its
Suburbs
BY- CHARUTA JAGTAP
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Limitations
Availability of true market/technical data at
the start of the program
Lack of true sample size for testing
Capturing true market/performance
behaviour
Possible biases of respondents
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Brands in the Market
Colgate
Oral-B
Pepsodent Sensodyne
Close-up
Aquafresh Johnson & Johnson
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Types of toothbrush
Soft/extra soft
Hard
Criss-cross bristles Flexible
Gum/tongue care
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Research Methodology
Descriptive research
Data Type:
Primary data Secondary data
Non probability sampling
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DATA ANALYSIS & INTERPRETATION
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Sample details
Respondents - 34
LocationMumbai & Suburbs
Sampling technique
Non ProbabilitySampling
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How do you brush your teeth
0 0
100%
00
0.2
0.4
0.6
0.8
1
1.2
Tree Bark Herbal
Powder
Toothbrush Other
Oral Hygiene Preference
Oral Hygiene
Preference
Option Responses
Tree bark 0
Herbal Powder 0
Tooth Brush 34
Other 0
Total 34
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Which brands of tooth brush you are
aware of
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%82%
71%
56%
32%29%
9%
0%
Brand Awareness
Brand Awareness
Quantity Responses
Colgate 28
Oral B 24
Pepsodent 19
Sensodyne 11
Close Up 10
Aquafresh 3
Others 0
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Which is your preferred brand of tooth
brush
44%
53%
3%
0%
0%
0%
0%
0% 20% 40% 60%
Colgate
Oral B
Pepsodent
Sensodyne
Close Up
Aquafresh
Others
Preferred Brand
Preferred
Brand
Preferred Brand Responses
Colgate 15
Oral B 18
Pepsodent 1
Sensodyne 0
Close Up 0
Aquafresh 0
Others 0
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Which type of tooth brush do you
prefer
47%
0%
15%
35%
0% 3%
Type
Soft/Extra soft
Hard
Criss-cross Bristles
Flexible
Gum/Tounge Care
Other
Type Responses
Soft/Extra soft 16
Hard 0
Criss-cross Bristles 5
Flexible 12
Gum/Tongue care 0
Other 1
Total 34
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What are the selection criteria for
tooth brush
0%
10%
20%
30%
40%
50%
60%
12%
26%
59%
29%
6% 9%
3%
Criteria
Criteria
Selection Criteria Responses
Price 4
Type 9
Brand 20
Durability 10
Colour 2
Availability 3
Other 1
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In the absence of your preferred brand
or type of tooth brush what do you do
0%0%
100%
Option
Skip Brushing
Use Herbal Powder
Buy availablebrand/type
Option Responses
Skip brushing 0
Use herbal Powder 0
Buy available brand
/type34
Total 34
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How regularly do you change your
tooth brush
62%
38%
0%
Option
1-3months
3-6months
>6months
Option Responses
1-3 months 21
3-6 months 13
>6 months 0
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Do advertisements inspire you for
impulse purchase
44%
56%
Option
Yes
No
Option Responses
Yes 15
No 19
Total 34
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Are you satisfied with your current
tooth brush
97%
3%
Option
Yes
No
Option Responses
Yes 33
No 1
Total 34
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What should be the ideal price of
tooth brush
9%
44%35%
12%
Option
Rs10-20
Rs20-30
Rs30-50
>Rs50
Option Responses
Rs10-20 3
Rs20-30 15
Rs30-50 12
>Rs50 4
Total 34
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Why do you prefer a particular brand of tooth
brush? What are your suggestions for possible
improvements or innovations?
The various reasons of consumers choosing a
particular brand of toothbrush included
habits, quality, brand, type, comfort whenusing, cleaning efficiency, durability etc. All
these factors aid the consumer buying
decision and the process.Suggestions: The most common suggestion
provided included quality improvement
followed by cleaning efficiency.
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Cross Tabulation
1 2 3 >3
Male
8 12 0 0
Female
2 12 0 0
Interpretation:
The following table shows that majority of the female respondentsprefer brushing twice a day as compared to males. In short women
are more conscious about oral hygiene than men.
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Soft/extra
soft
Hard Criss-cross
Bristles
Flexible Gum/Tongue
care
Other
Male 10 0 5 5 0 0
Female 7 0 0 7 0 0
Interpretation:
The following table shows that women mostly prefer either
soft/extra soft or flexible type of toothbrush. In contrast men prefer
either soft/extra soft, criss-cross bristles or flexible type of brushes.
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Conclusion
There are many brands of toothbrush available inthe market.
Colgate and Oral B are the market leaders.
Other brands have relatively lower brandawareness and consumption level.
The consumption level can be increased witheffective advertisement pointing out the need forefficient oral hygiene and need to replacetoothbrush frequently.
The quality if the product can still be improvedand cleaning efficiency too.
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