CONSUMER RESEARCH Perceptions and Behaviors

The consumer research was conducted via an online questionnaire made using
Google forms. The questionnaire consists of 22 questions. Questionnaire was
divided into three parts. The first part consists of questions related to general
perceptions about toothpaste and toothpaste consumption behavior. The next part
consist of brand specific questions in which certain attributes of some brands were
focused, whereas the last part consist of demographical questions. The questions
were multiple choice type and a few consist of check boxes type. Majority of
multiple choice questions were based on ranking according to 7 point Likert Scale
(e.g. from strongly agree to strongly disagree) to have a more clear and detailed
perspective of consumer behavior regarding toothpaste consumption. The most part
of the questionnaire focuses on Sensodyne and Colgate since Sensodyne was the
topic of research and Colgate is the top toothpaste brand of Pakistani market. The
questionnaire was distributed via social networks, and around 100 consumers were
approached for responses of which response was received from 71.
GENERAL ATTRIBUTES & CONSUMPTION BEHAVIOR
As mentioned earlier, the first part consists of general questions. The most
favorable attributes for which majority of consumers look for in a toothpaste are
strong teeth (77%), whitening (79%), prevention of plaque (68%), prevention of
cavities (74%), cure for sensitivity (73%) and freshness in breath (65%) which a
brand provides. Whereas other attributes like taste, price, sales offer, brand
reputation, packaging design and size, and advertisement had mixed responses, but
none of them was on higher side. Majority people (67%) people brush their teeth
twice a day followed by only a few (28%) brushing once a day. Majority people
(67%) purchase toothpaste every month followed by a few (24%) purchasing it
twice a month, but more than half of the consumers (58%) did not purchase their
toothpaste by themselves. And in such cases (83%), the toothpaste was purchased
by their either of their parents or anyone who is responsible for monthly groceries
and household items.
BRAND PREFERENCES
Of all the responses collected, the brand of majority consumers was Colgate (57%)
which confirms that the Colgate is the leading toothpaste brand in Pakistan followed
by Sensodyne (23%) and then Close-Up (10%). Single responses for AIM, Sparkle,
Crest, and Medicam were also received. Consumers were found loyal to their
respective brands, and brands were used mostly because either they were the
preferred by the family, as mentioned earlier that parents were the one who were
purchasing the brands, or the brand is delivering its promise.
ANALYSIS OF ATTRIBUTES OF BRANDS
Four brands were selected and their eight attributes were analyzed. These eight
attributes were taste, advertisement, brand reputation, packaging, whitening,

strong teeth, prevention of activities and cure for sensitivity. These brands were
Colgate, Sensodyne, Close-Up and Crest. We will be focusing on Colgate, Close-Up
and Sensodyne only since these were brand preferences of most of the responders.
In terms of taste, Colgate was rated excellent (7 on the scale of 7 where 7
being excellent) whereas taste of Close-Up was rated good (6 on scale of 7).
In terms of taste, major responses for Sensodyne were received as bad (3 on
the scale of 7 where 3 being not good).
In terms of advertisement, Colgate was rated good (6 on scale of 7) whereas
Close-Up was rated excellent (7 on scale of 7). In terms of advertisement,
Sensodyne was rated average (4 on Scale of 7).
In terms of brand reputation, Colgate was rated excellent (7 on scale of 7),
whereas Close-Up was also rated excellent (7 on scale of 7). In terms of brand
reputation, Sensodyne was rated excellent (7 on scale of 7). On the number
of responses, brand reputation can be ranked as Colgate being the no. 1
brand, followed by Sensodyne as the no. 2 brand and Close-Up on no. 3.
In terms of packaging, both Colgate and Close-Up were rated excellent
whereas Sensodyne was rated good.
In terms of whitening, both Colgate and Sensodyne were rated good whereas
Close-Up was rated satisfactory (5 on scale of 7).
In terms of strong teeth and prevention of cavities, both Colgate and
Sensodyne were rated excellent but responses of Sensodyne were on higher
side whereas Close-Up was rated not good.
In terms of cure for sensitivity, Colgate was rated good, Close-Up was rated
average whereas Sensodyne was rated excellent.
In a nut shell, Sensodyne is excellent in sensitivity, packaging, strong teeth,
prevention of cavities and brand reputation. We have already discussed that some
of these are highly favorable attributes that can make a brand the choice of
consumer. Advertisements of other brands were rated better than Sensodyne, and
this is general perception that Sensodyne ads are not very attractive. They have
never made creative advertisements, rather advertisements containing
endorsements.
BRANDS CHARACTERISITCS
Only two brands, Colgate and Sensodyne were focused in this section. The
questions were made to understand some traits of both of the brands. The traits we
selected were strong, clean, pain reliever, quality, innovation, trust, daily
toothpaste, and medicine. The results are as follows:
For Colgate, highest responses were received for strong, trust worthy, quality
and daily tooth paste. Whereas, according to consumer, Colgate is not a pain
reliever and cure for sensitivity which is a desirable attribute, and lacks
innovativeness.

For Sensodyne, highest responses were received for Strong, pain reliever,
cure for anti-sensitivity, quality, trust worthy and medicine. Sensodyne is not
innovative and is not a daily tooth paste.

As positioned by the manufacturer, Sensodyne has made a reputation as a cure for

sensitivity issues but the problem is that it is not considered as a daily tooth paste,
rather a medicine. This concludes that though trying hard to make its image as daily
toothpaste, Sensodyne has not been successful yet in this category and this is
because majority consumers perceive it as a medicine. To successfully position itself
as daily toothpaste, its necessary for Sensodyne to correct its perception as a
medicine.
MEASURING BRAND INNOVATIVENESS
In case of Colgate, the consumers of Colgate were willing to try any other variation
launched by Colgate as well as other brands whereas in case of Sensodyne,
consumers were not ready to try any variation launched by Sensodyne and other
brands. This means that consumers of Sensodyne lack brand innovativeness and
dogmatism, since they want to stick to their preferred brand as well as its variation.
On the other hand, Colgate consumers are highly innovative since they are ready to
try new variations. This innovation is instilled in its consumers by the brand, as
analyzed before that comparatively, users rated Colgate as innovative than others.
DEMOGRAPHICS
Majority of consumers (66%) from whom responses were collected are middle
aged i.e. 21-25.
70% of the respondents were female whereas remaining 30% were male.
Most of the respondents belong to income set range of Rs. 50,000 Rs.
75,000 classifying them in the social economic class of Upper Middle Class &
Lower Middle Class.
The responses were received from all areas of Karachi, including N. Karachi,
FB Area, Nazimabad, Gulistan-e-Johar, North Nazimabad, Gulshan-e-Iqbal,
Malir, Korangi, Defence, P.E.C.H.S, Shah Faisal, Gulshan-e-Maymar, and P.I.B
Colony.