Project on

Consumer Buying Behaviour for Toothbrush in Mumbai & its Suburbs

SY MMS By CHARUTA JAGTAP

Under the guidance of Mr. Siby Mathew

Shivajirao S. Jondhale College of Management Science and Research Asangaon 2013-2014

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ACKNOWLEDGEMENT
Apart from my efforts, the success of this project depends largely on the encouragement and guidelines provided to me by our market Research Application lecturer from time to time. I take this opportunity to express my gratitude to the person who has been instrumental in the successful completion of this project. I would like to shower my greatest appreciation to Mr. Siby Mathew under the guidance of whom, I felt motivated and encouraged to undertake this project.

Without his encouragement and guidance this project would not have materialized. I cant say thank you enough for his tremendous support and help. I am also grateful for every small effort he has put in to see to it that my project is a grand success.

I would also like to thank all those people who have directly or indirectly contributed to the successful completion of this project.

Thanking you all, for your kind anticipation in my project.

Abstract
The toothbrush is an oral hygiene instrument used to clean the teeth and gums that consists of a head of tightly clustered bristles mounted on a handle, which facilitates the cleansing of hard-to-reach areas of the mouth. Toothpaste, which often contains fluoride, is commonly used in conjunction with a toothbrush to increase the effectiveness of tooth brushing. The following report aims at identifying the factors influencing the consumer buying behaviour.

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TABLE OF CONTENTS

Sr. No. 1 2 3 4 5 6 7 8 9

Name of topic Executive Summary Objective Limitations Introduction Research Methodology Data analysis & interpretation Conclusion Appendix Bibliography

Page No. 5 7 9 11 18 21 34 36 40

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1. Executive Summary

Executive Summary
The main aim of project was to study the consumer buying behaviour of toothbrush in Mumbai and its suburbs. The other derived objectives include: To identify existing brands in the market To study existing products in the market To identify the buyer behavior

Both Primary and Secondary data were used to conduct the research. Primary data was used in the form of mail survey with the help of a Questionnaire. Secondary data was obtained from various websites. The major research findings showed that, 1) There are many toothbrush brands available in the market though Colgate & Oral B are most popular. 2) Availability plays a key role in the buying process. 3) Along with price, type, brand and advertisements too play a vital role in decision making.

2. Objective

Objective of the Study

1. To study Consumer buying behaviour for toothbrush in Mumbai & its suburbs. 2. To list the existing brands in the market. 3. To study the types of products available in the market. 4. To identify the factors affecting the buying behaviour of consumer.

3. Limitations

Limitations of the Survey

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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4. Introduction

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Introduction
A variety of oral hygiene measures have been used since before recorded history. This has been verified by various excavations done all over the world, in which chew sticks, tree twigs, bird feathers, animal bones and porcupine quills were recovered. The toothbrush is an oral hygiene instrument used to clean the teeth and gums that consists of a head of tightly clustered bristles mounted on a handle, which facilitates the cleansing of hard-to-reach areas of the mouth. Toothpaste, which often contains fluoride, is commonly used in conjunction with a toothbrush to increase the effectiveness of tooth brushing. Toothbrushes are available with different bristle textures, sizes and forms. Most dentists recommend using a toothbrush labelled "soft", since hard bristled toothbrushes can damage tooth enamel and irritate the gums. Toothbrushes have usually been made from synthetic fibres since they were originally developed although animal bristles are still sometimes used. Oral Hygiene and Care

It is not recommended to share toothbrushes with others since besides general hygienic concerns there is a risk of transmitting diseases that are typically transmittable by blood, like Hepatitis C. After use it is feasible to rinse the toothbrush with water, shake it off and let the toothbrush dry. Tilt and worn out bristles of a toothbrush lead to decreased cleaning efficiency. It is therefore recommended to change it for a new one when it appears to be worn out (roughly after 6-16 weeks).

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Adversity of Toothbrushes Teeth can be damaged by several factors including poor oral hygiene, but also by wrong oral hygiene. Especially for sensitive teeth dentin and gums damages can be prevented by several measures including a correct brushing technique. It is beneficial not to scrub horizontally over the necks of teeth, pressing the brush not too hard against the teeth, not choosing a tooth paste that is too abrasive, and maintain a

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waiting time of 30 minutes minimum after consumption of acidic food or drinks before brushing. Harder tooth brushes reduce plaque more efficiently but are more stressful to teeth and gum, using a medium to soft tooth brush for a longer cleaning time was rated to be the best compromise between cleaning result and gum and tooth health.

Different Toothbrush brands in India Colgate Colgate is the oral care product of Colgate-Palmolive (India) Limited. Colgate has major share in tooth brush product which is sold over many different parts in India and worldwide. Colgate tooth brushes are sold in range of soft brush, medium brush for better and stronger teeth health on the whole. Types of Colgate Tooth Brushes are outlined below for ready reference: Colgate 360 Pro-Relief Toothbrush This toothbrush was introduced for those end users to solve the problem of dentine hypersensitivity. This toothbrush was designed for sensitive teeth and gums. It helps to cleanse the whole mouth in order to fight plaque and bacteria without any tooth pain. This brush is equipped with soft textured bristles, unique shaped head, for steady and controlled movements in brushing the teeth and also effectively fighting plaque. This toothbrush helps to reach the difficult places in between your teeth and remove all the food particles which can create bacteria, bad gums. Its softness helps in gentle movement on the teeth and keep healthier teeth. The handle of the toothbrush provides comfort in holding them as well as its neck makes every brushing a remarkable experience. Colgate Sensitive Toothbrush This toothbrush helps to effectively fight plaque by gentle massaging your gums. This toothbrush is enriched with special super soft bristles that help to brush your teeth and gums gently. The specially designed handle of the toothbrush helps to provide a thorough and comfortable hold while brushing your teeth. This toothbrush also ensures that your
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mouth is cavity free and also free from sensitivity of teeth. This product of toothbrush ensures that the end users are comfortable and are free from any pain and show up with their smile while brushing the teeth. This toothbrush ensures a complete care of your mouth. Colgate Kids 2+ Gentle Soft Toothbrush This toothbrush is specially designed for young children ageing 2 year and above. This toothbrush ensures proper and intensive care for child's growing teeth. This toothbrush is very soft and comfortable for every young child to use without any tooth problem. These brushes are available in different colors making every child to brush the teeth with sweet smile on face. The soft and gentle bristles help to brush gentle on the teeth and gums. Oral-B Oral-B is a brand of oral care product of Procter & Gamble. Oral-B refers to Oral-Brush which ensures to prevent cavities, plaque, tartar and gum problems during brushing your teeth with toothpaste. Oral-B is called as No.1 product in oral care sector of P&G. Types of Oral-B Tooth Brushes are outlined below for ready reference: Oral B Advantage Sensitive Extra Soft Toothbrush Oral B Advantage Sensitive extra soft toothbrush helps in removing stains on the teeth and protects teeth from whiteness. It helps in vanishing the germs while brushing and protect you to get good feeling and freshness in your mouth by complete end to plague, and other bad gums. Its bristles are protected with antibacterial formula which helps in keeping your brush clean, fresh and hygienic. This brush is enriched with precast tongue cleaner which helps to clean the germs located on your tongue and bring fresh breath. This brush overall helps to reduce plague, gingivitis, and by doing so, it also helps to improve gum health and offers better clean up and freshens good breath. Oral-B Cross Action Pro-Health This toothbrush comes in two variants which are medium and soft, and all these two variants are recommended for keeping healthy and strong teeth. This toothbrush helps to
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reach the hardest place in between your teeth and removes all the leftover food particles which can create bacteria, bad gums and plaque. This toothbrush is very gentle on teeth and gums and cleans tongue and prevents bad breath. Oral B Crossaction 7 Benefits Toothbrush This toothbrush helps in attacking germs and plaque from different angle which helps in effective brushing of teeth. This toothbrush helps to removes the germs on your tongue. Its bristles help in removing the germs and plaque upto 99.99% and also reduce the gingivitis which helps in improving the gum health. It totally removes the germs which create odour in the mouth and bring complete solution to teeth health. Pepsodent Pepsodent is manufactured by Hindustan Unilever Limited (HUL) and its toothbrushes are regarded as No.1 for giving best solution to tooth problem while preventing germs, plaque, cavities and bad breath. Types of Pepsodent Tooth Brush are outlined below for ready reference: Pepsodent Germi Check Whitening Toothbrush This toothbrush helps to bring effective care to the tooth and ensuring there is complete end to plaque, cavities, and bad gums. Pepsodent Germi check whitening toothbrush helps in removing stains on the teeth and protects teeth from whiteness. Its bristles help in vanishing the germs and cavities and brings good breath. Pepsodent Gremi Check Complete Clean Soft This toothbrush ensures complete check while brushing the teeth while removing the stains and bad cavities in the teeth. Its bristles help in complete end to germs and plaque. Pepsodent Gum Care Toothbrush This toothbrush is designed specially to kill germs and plaque. Its clustered bristles help to clean every corner of the teeth effectively and keep gum free. This toothbrush is very

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soft and will not cause any damage to the tooth enamel or gums. This toothbrush gives best solution to bleedinggums and sensitive teeth. Sensodyne Sensodyne is the best brand for toothbrush, toothpaste and mouthwash with its registered trademark of GlaxoSmithKline. Their toothbrushes are famous in the market and helps in protecting thorough control of bad gums, cavities and plague. Types of Sensodyne Tooth Brush are outlined below for ready reference: Sensodyne Ultra-Sensitive Extra Soft Toothbrush This type of toothbrush is introduced for sensitive teeth and is an extra soft toothbrush. It is enriched with soft rounded bristles which are very gentle on sensitive teeth. Its slim design of the toothbrush is very easy to access to different and all areas of the mouth and keep your mouth fresh and odor free. Sensodyne Gum Care Toothbrush This toothbrush is enriched with gum massager and is designed especially for sensitive teeth and soft gums. This toothbrush is designed in such a way that it can reach many difficult and awkward areas very easily and clean the bad gums. Its anti-gliding handle enables comfortable grip while brushing your teeth. Close-up Close up is the market leader of Hindustan Unilever Limited (HUL) and all the consumers like this brand of toothpaste and toothbrush. Its toothbrush helps to completely remove the stains on the teeth and keep your teeth free from bad gums and cavities. Type of Close-up toothbrush is outlined below for ready reference: Close-Up Style Single Toothbrush

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This toothbrush consists of rubber massage bristles and tongue scraper which helps in effective cleaning of teeth and gums. Its handle is made up of soft rubber and plastic with an easy grip to handle them during brushing. This toothbrush cleans every corner of the mouth and cleans the food particles and keeps mouth with odor free. It helps in improving gum health while brushing the teeth. Aquafresh Aquafresh is the best brand of toothbrush which is manufactured by GlaxoSmithKline. Its toothbrushes are used for sensitive teeth. Type of Aquafresh Tooth Brush is outlined below for ready reference: Aquafresh Flex Medium Toothbrush Aquafresh Flex medium toothbrush helps in giving best result which used for sensitive teeth. This toothbrush helps in giving additional benefits such as removal of plaque, cavity and bringing fresh breath. Johnson & Johnson This type of toothbrush is mainly introduced for kids and manufactured by Johnson & Johnson. Type of Johnson & Johnson toothbrush is outlined below for ready reference: Johnsons Baby Toothbrush Johnson's toothbrush is specially designed for kids and is very light weighted and has many attractive colours. The bristles of this toothbrush are very soft and smooth and are perfectly made for every baby's mouth. This toothbrush doesn't harm baby's gums. Every baby enjoys brushing with Johnson's toothbrush. This toothbrush consists of cartoon characters, which attracts the kids and enjoy brushing their teeth without any problem.

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5. Research Methodology

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All progress is born of inquiry. Doubt is often better than overconfidence, for it leads to inquiry, and inquiry leads to invention - Hudson Maxim. According to American Marketing Association, Marketing Research is the function that links the consumer, customer and public to the marketer through information-information used to identify and define marketing opportunities and problems, generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. The following project Consumer buying behaviour on toothbrush in Mumbai and its suburban areas. encompassed the Mumbai region. In order to counter budgetary and time constraints and at the same time generate more information, the mail survey method was chosen.

The project report is basically a descriptive research. Descriptive research includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening. The methods of research utilized in descriptive research are survey methods of all kinds.

Collection of data through questionnaires is quite popular, particularly in case of big enquiries. It is being adopted by private individuals, research workers, private and public organisations and even by governments. In this method a questionnaire is sent (usually by post) to the persons concerned with a request to answer the questions and return the questionnaire. A questionnaire consists of a number of questions printed or typed in a definite order on a form or set of forms. The questionnaire can also be mailed to respondents who are expected to read and understand the questions and write down the reply in the space meant for the purpose in the questionnaire itself. The respondents have to answer the questions on their own. The method of collecting data by mailing the questionnaires to respondents is most extensively employed in various economic and business surveys.

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The questionnaire was constructed after thorough deliberation which sought different types of information from the objects. It consisted of open ended questions, close ended questions, multiple choice questions, and dichotomous questions. Thus, primary data in the form of questionnaire while, secondary data in the form of data from various websites have been used. The percentage analysis method is used to analyse the data where two or more parameters have to be compared. It basically expresses information as a portion of a whole. It tends to be easier to interpret Percentage method refers to a specified kind, which is used in making comparison between two or more series of data. Percentages are based on descriptive relationship. It compares the relative items. Since the percentage reduces everything to a common base and thereby allow meaning comparison. It is also useful when we want to show the frequency distribution of a grouped data. Percentage = (Number of respondents x 100) / Total no of respondents Various kinds of tables and charts have been utilized to represent the findings systematically and meaningfully.

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6. DATA ANALYSIS & INTERPRETATION

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Sample details: Respondents - 34 Location Mumbai & Suburbs Sampling technique Non Probability Sampling

Q.1. How do you brush your teeth?

Oral Hygiene Preference

1.2 100% 1 0.8 0.6 0.4 0.2 0 0 0 0 Oral Hygiene Preference

Option Tree bark Herbal Powder Tooth Brush Other Total

Responses 0

0 34 0 34

Interpretation: The graph clearly signifies that modern day individuals prefer to clean their teeth using tooth brush rather than using tree bark, herbal powder or other means of oral hygiene. All respondents in Mumbai and its suburbs made use of toothbrush for cleaning teeth.

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Q.2. How many times a day do you brush your teeth?

Times
80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3 >3 0 0% 29% Times 71%

Times

Responses

1 2 3 >3

10 24 0 0

Total

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Interpretation: It can be seen from the graph that almost one third of the respondents brushed once a day while the remaining two thirds brushed twice a day. In short, people in Mumbai and its suburbs a health conscious and take oral hygiene seriously. They brush at least once a day and in many cases twice a day.

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Q.3. Which brands of tooth brush you are aware of?

Brand Awareness
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Colgate Pepsodent Close Up Oral B Aquafresh Sensodyne Others 9% 0% 32%29% Brand Awareness 82% 71% 56%

Quantity Colgate Oral B Pepsodent Sensodyne Close Up Aquafresh Others

Responses 28 24 19 11 10 3 0

Interpretation: From the graph it is clear that brand awareness is extremely high in case of Colgate and Oral B. In contrast, Pepsodent, sensodyne and Close Up have relatively average brand awareness or rather do not occupy top of the mind slot in the consumers mind. Aquafresh and other regional brands have relatively less brand awareness.

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Q.4. Which is your preferred brand of tooth brush?

Preferred Brand
Others Aquafresh Close Up Sensodyne Pepsodent Oral B Colgate 0% 20% 40% 44% 60% 0% 0% 0% 0% 3% 53% Preferred Brand

Preferred Brand Colgate Oral B Pepsodent Sensodyne Close Up Aquafresh Others

Responses 15 18 1 0 0 0 0

Interpretation: Oral B and Colgate are the preferred brand among the consumers in Mumbai and its suburbs. The other brands show relatively low preference among the consumers and are bought mostly when availability issues of preferred brand surface.

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Q.5. Which type of tooth brush do you prefer?

Type

Type Soft/Extra soft Hard

Responses 16 0 5 12 0 1 34

0% 3% 35% 15% 0% 47%

Soft/Extra soft Hard Criss-cross Bristles Flexible Gum/Tounge Care Other

Criss-cross Bristles Flexible Gum/Tongue care Other Total

Interpretation: The most preferred type of toothbrushes includes soft/extra soft, flexible and criss-cross bristles. These are favoured due to their better cleaning abilities as compared to normal brushes and also the fact that they are not abrasive on the teeth or gums.

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Q.6. What are the selection criteria for tooth brush?

Criteria
60% 50% 40% 30% 20% 10% 0% 12% 6% 9% 3% 26% 29% Criteria 59%

Selection Criteria Price Type Brand Durability Colour Availability Other

Responses 4 9 20 10 2 3 1

Interpretation: The brand, durability and type are the most important selection criteria among the consumers in Mumbai and its suburbs. The other relative factors affecting buying decision include price, availability, colour etc.

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Q.7. In the absence of your preferred brand or type of tooth brush what do you do?

Option

Option

Responses

Skip brushing
0% Skip Brushing Use Herbal Powder Buy available brand/type

Use herbal Powder Buy available brand /type

100%

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Total

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Interpretation: All respondents noted that they would buy the available brand/type of toothbrush if their preferred brand or type is not available in store.

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Q.8. How regularly do you change your tooth brush?

Option
0% 38% 62% 1-3months 3-6months >6months

Option 1-3 months 3-6 months >6 months

Responses

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Interpretation: Maximum respondents changed their toothbrush in 1-3 months followed by 3-6 months. This shows that adequate brand awareness and availability can lead to improved sales and at times increased comsumption.

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Q.9. Do advertisements inspire you for impulse purchase?

Option

Option Yes No Total

44% Yes No

Responses 15 19 34

56%

Interpretation: Advertisements do inspire consumers to undertake impulse purchase, though majority of the respondents noted that advertisements do not affect their buying decision. Thus, if the right advertisement is aired it can create the necessary consumer interest and increase purchases.

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Q.10. Are you satisfied with your current tooth brush?

Option
3%

Option Yes No Total

Yes No

Responses 33 1 34

97%

Interpretation: Almost all the respondents were satisfied with their current toothbrush. This shows that there are comparatively low requirements for product innovation and instead companies need to improve on their distribution, advertisement and competitive pricing to attract consumers and at the same time increase usage.

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Q11. What should be the ideal price of tooth brush?

Option
12% 9% Rs10-20 Rs20-30 35% Rs30-50 44% >Rs50

Option Rs10-20 Rs20-30 Rs30-50 >Rs50 Total

Responses 3 15 12 4 34

Interpretations: Majority of the respondents felt that the price should be between Rs20-30 or Rs30-50. While a relatively few people felt that the price should be between Rs10-20 or >Rs50. Thus, Rs20-50 is the price preference of majority consumers.

Q12. 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 when using, 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

Let us consider the cross tabulation with respect to the gender of the respondent and how many times a day they brush their teeth. 1 8 2 2 12 12 3 0 0 >3 0 0

Male Female Interpretation:

The following table shows that majority of the female respondents prefer brushing twice a day as compared to males. In short women are more conscious about oral hygiene than men.

Let us now consider the cross tabulation with respect to gender and type of tooth brush preferred by the respondents Criss-cross Bristles 5 0 Flexible 5 7 Gum/Tongue Other care 0 0 0 0

Soft/extra Hard soft 10 0 Male 0 Female 7 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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7. Conclusion

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Conclusion:
The survey brings out the following details: There are many brands of toothbrush available in the market. Colgate and Oral B are the market leaders. Other brands have relatively lower brand awareness and consumption level. The consumption level can be increased with effective advertisement pointing out the need for efficient oral hygiene and need to replace toothbrush frequently. The quality if the product can still be improved and cleaning efficiency too.

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8. Appendix

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Tooth Brush Survey 1. Name : 2. Occupation: 3. Age: 4. Gender: 5.City: General Information about Tooth Brush Q1. How do you brush your teeth? Mark only one oval. o Tree bark o Herbal powder o Tooth brush o Other: Q2. How many times a day do you brush your teeth? Check one that applies. 1 2 3 >3 Q3. Which brands of tooth brush you are aware of? Check all that apply. Colgate Oral B Pepsodent Sensodyne Close up Aquafresh Other: Q4. Which is your preferred brand of tooth brush?

Q5. Which type of tooth brush do you prefer? Mark only one oval. o soft/extra soft o hard o Criss-cross bristles o Flexible o gum/tongue care o Other:

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Q6. What are the selection criteria for tooth brush? Check all that apply. Price Type Brand Durability Color Availability Other: Q7. In the absence of your preferred brand or type of tooth brush what do you do? Mark only one oval. o Skip Brushing teeth o Use herbal powder o Buy available brand/type Q8. How regularly do you change your tooth brush? Mark only one oval. o 1-3 months o 3-6 month o >6 months Q9. Do advertisements inspire you for impulse purchase? Check one that applies. Yes No Q10. Are you satisfied with your current tooth brush? Check one that applies. Yes No Q11. What should be the ideal price of tooth brush? Mark only one oval. o Rs. 10- 20 o Rs. 20-30 o Rs. 30- 50 o >Rs. 50 Q12. Why do you prefer a particular brand of tooth brush? What are your suggestions for possible improvements or innovations?

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9. Bibliography

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1.1.Books: Marketing Management- Philip Kotler. Research Methodology- C.R.Kothary.

[Chapter-1: Research methodology an introduction- meaning of research-page no.1] [Chapter-6: Method of Data collection-1) Collection of primary data; 2) Collection of secondary data-page no.95&111 respectively.]

9.2 Websites
http://www.indiastudychannel.com/resources/157629-Best-Tooth-Brush-Indianmarket-sensitive-normal-their-prices.aspx

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