FIELD STUDY REPORT

On
“A Study on Consumer Behavior towards Sales
Promotion on Colgate Toothpaste at Gomti Nagar
Area in Luccknow City”

Towards partial fulfillment of

Bachelor of Business Administration (Professional)
School of Management, Babu Banarasi Das University, Lucknow

Submitted by
Sandeep Jaiswal
BBA 3rd Sem
Roll No- 1170671301

Session 2018-2019

School of Management

Babu Banarasi Das University

Lucknow
 DECLARATION
I hereby declare that the project work entitled of “A Study on Consumer Behavior

towards Sales Promotion on Colgate Toothpaste at Gomti Nagar Area in Luccknow City”

submitted to the BABU BANARASI DAS UNIVERSITY, is a record of an original work

done by me under the guidance of Ms. Ragini Dixit (College Guide) and this field work

is submitted in the partial fulfillment of BBA.

Sandeep Jaiswal

i
 ACKNOWLEDGEMENT

No field work ever reflects the efforts of a single individual. The report owes its existence

to the constant support and guidance of a number of people. I am grateful to all of them.

I would like to thank all the respondents for giving their valuable time and providing

useful insight into finer aspects of retailing and the latest trends.

I am also grateful to all those who have either directly or indirectly contributed towards

the completion of the project, for their support and encouragement.

Sandeep Jaiswal

ii
 PREFACE

I have put my sincere efforts to accomplish my objectives within the stipulated time.

Despite all limitations, obstructs, hurdles and hindrances, I have toiled and worked to my

optimum potential to achieve desired goals. I am presenting this hand carved effort. I

tried my level best to conduct a research to gain a thorough knowledge about the project

on topic, “A Study on Consumer Behavior towards Sales Promotion on Colgate

Toothpaste at Gomti Nagar Area in Luccknow City”. I put the best of my efforts and

have also tried to be justice with available. If anywhere something is found unacceptable

or unnecessary to the theme; you are welcomed with your valuable suggestions.

iii
 TABLE OF CONTENT

1. Introduction

2. Company Profile

3. Objectives

4. Research Methodology

5. Data Analysis

6. Findings

7. Recommendations

8. Conclusion

9. Bibliography

10. Annexure
 INTRODUCTION

Marketing starts with finding out what prospective customers think and what they need.

These needs are then fulfilled by the products and services that you sell. The pricing,

promotion and distribution of these products and services determine who will be willing

and able to buy them.

Because marketing is the process of communicating the value of a product or

service. Marketing might sometimes be said as the art of selling products, but selling is

only a small fraction of marketing. As the term "Marketing" may replace "Advertising"

it is the strategy and function of promoting a product.

The American Marketing Association defines marketing as "the activity, set of

institutions, and processes for creating, communicating, delivering, and exchanging

offerings that have value for customers, clients, partners, and society at large.

Every organization works to achieve certain objectives are to be achieved. To achieve

the pre-decided objectives a number of activities are to be performed. The activities

may include production, marketing, human resource, finance, transportation, service,

research, logistics, purchasing, and storage, trading, assembling, distribution and

others.

These activities are performed and these are related to each other so that the

objectives can be fulfilled effectively. Similarly way the marketing activities are

performed in some of the company those are interested in marketing the products or

services for use of customers. Marketing is one of the important activities of an

organization. It is through marketing the products or services of the company are

reaching to the customers.

1
 COMPANY PROFILE

Colgate

Product type Oral hygiene

Owner Colgate-Palmolive

Country United States

Introduced 1873; 145 years ago

Markets Worldwide

Website www.colgate.com

Colgate is an umbrella brand principally used to purchase oral hygiene products such as
toothpastes, toothbrushes, mouthwashes and dental floss. Manufactured by the American
consumer-goods conglomerate Colgate-Palmolive, Colgate oral hygiene products were
first sold by the company in 1873, sixteen years after the death of the founder, William
Colgate. The company originally sold soap.

According to a 2015 report by market research company Kantar Worldpanel, Colgate is

the only brand in the world purchased by more than half of all households.

Colgate has a global market penetration of 67.7% and a global market share of
45%.Despite this, it maintained the highest growth rate of all brands in the survey, with
40 million new households purchasing Colgate-branded products in 2014.

Its global market penetration is nearly 50%; higher than the second-placed brand in the
study, Coca-Cola with 43.3% penetration.

2
 OBJECTIVES OF THE STUDY

Primary Objective:

1. To study the consumer behaviour towards Colgate toothpaste.

2. To know which brand in Colgate will attract the consumer.

3. To find out whether Sales Promotion increases the Sales of products.

4. To know level of satisfaction of Colgate toothpaste.

SECONDARY OBJECTIVE:

1. To obtain information regarding the consumer behaviour towards various brands

offered by Colgate toothpaste.

2. To know the views of the consumers with the performance of Colgate Toothpaste.

3. To give suitable reaction to enrich the consumer behaviour of Colgate Toothpaste.

3
 RESEARCH METHODOLOGY
RESEARCH:

Research and experimental development is formal work undertaken systematically to

increase the stock of knowledge, including knowledge of humanity, culture and society,

and the use of this stock of knowledge to devise new applications. It is used to establish

or confirm facts, reaffirm the results of previous work, solve new or existing problems,

support theorems, or develop new theories.

A broad definition of research is given by Martyn Shuttleworth - "In the broadest sense

of the word, the definition of research includes any gathering of data, information and

facts for the advancement of knowledge.

METHODOLOGY:

The process use to collect information and data for the purpose of making business

decisions. The Methodology may include publication research, interviews, surveys and

other research techniques and could include both present and historical information.

It is well documented that building and maintaining positive brand equity with one‘s

consumer base is considered to be critical for long-term survival.

RESEARCH DESIGN:

Research design is the plan, structure and strategy if investigation conceived so as to

obtain answers to research questions and to control variances. A research design is the

specification of method and procedures for acquiring the information needed to

structure or reduce the problems.

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 AREA OF STUDY:

I have covered only Chennai city for the filling of questionnaires of which it consists of

20 questions and the topic is Consumer Behaviour towards Sales Promotion on

Colgate Toothpaste.

SAMPLE:

The sample is the collection of elements or objects that process the information sought

by the researcher and about which inference are to be made. It includes population who

are of any age.

SAMPLE DESIGN:

Sample design refers to the means by which one selects the primary units for data

collection and analysis appropriate for a specific research question.

SAMPLE SIZE:

The sample size which is chosen is 100. It denotes the number of elements to be

included in the study.

METHODS OF DATA COLLECTION:

1. PRIMARY SOURCES:

A primary source is an original object or document -- the raw material or first-hand

information. Primary sources include historical and legal documents, eyewitness

accounts, results of experiments, statistical data, pieces of creative writing, and art

objects. Some of the two Primary Sources are:

 Questionnaires:

The questionnaire is made for the customer feedback for new products such as new

Colgate toothpaste.

5
 Observation:

The observation was used to find out the various promotional activities carried out by

Colgate.

2. SECONDARY SOURCES:

A secondary source is something written about a primary source. Secondary sources

include comments on, interpretations of, or discussions about the original material. One

can think of secondary sources as second-hand information.

 GUIDELINE REPORT:

Reporting guidelines are statements that provide advice on how to report research

methods and findings. Usually in the form of a checklist, flow diagram or explicit text,

they specify a minimum set of items required for a clear and transparent account of

what was done and what was found in a research study, reflecting in particular issues

that might introduce bias into the research.

 LITERATURE REVIEW:

A literature review is a text written by someone to consider the critical points of current

knowledge including substantive findings as well as theoretical and methodological

contributions to a particular topic. Literature reviews are secondary sources, and as

such, do not report any new or original experimental work. Also, a literature review can

be interpreted as a review of an abstract accomplishment.

 REFERENCE BOOKS:

I have referred many books and Websites for this Research Methodology.

6
 TOOLS USED FOR ANALYSIS:

1. PERCENTAGE ANALYSIS.

Percentage method refers to a specified kind which is used in making

comparison independence is entered and results are identified.

FORMULA :

PERCENTAGE = NUMBER OF RESPONDENTS x 100

Total no of respondents

7
 DATA ANALYSIS AND INTERPRETATIONS

TABLE: 4.1
ESTIMATING GENDER STATEMENT OF RESPONDENTS

NO. OF % OF
Gender RESPONDENTS RESPONDENTS

MALE 49 49

FEMALE 51 51

TOTAL 100 100

CHART4.1

ESTIMATING GENDER STATEMENT OF RESPONDENTS

49% MALE
51% FEMALE

INTREPRETATION:
The above table shows respondent on the basis of gender. In that 49% are Male
respondents and 51% are Female.

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 TABLE 4.2
ESTIMATING AGE GROUP OF THE RESPONDENT
NO. OF THE % OF THE
AGE RESPONDENTS RESPONDENTS
10-20 30 30
21-30 26 26
31-40 20 20
41&
ABOVE 24 24
TOTAL 100 100

CHART 4.2
ESTIMATING AGE GROUP OF THE RESPONDENT

24%
30%

20-Oct
21-30
31-40
41& ABOVE
20%

26%

INTERPRETATION:
The above table representing the age factor of respondent from which 47% of
the respondents are below 20 years of age group, 25% of the respondents are
between 20-30 years, 15% of the respondents of the age group are 31-40, 12% of the
respondents of the age group are 40 & above.

9
 TABLE 4.3
ESTIMATING MARITAL STATUS OF THE RESPONDENTS
MARITAL NO. OF THE % OF THE
STATUS RESPONDENTS RESPONDENTS
SINGLE 70 70
MARRIED 30 30
TOTAL 100 100

CHART 4.3
ESTIMATING MARITAL STATUS OF THE RESPONDENTS

30%

SINGLE
MARRIED

70%

INTERPRETATION:
The above table shows the marital status of the Male respondents is 70%
and the female respondents are 30%.

10
 TABLE 4.4
ESTIMATING EDUCATIONAL BACKGROUND OF THE RESPONDENTS
EDUCATIONAL NO. OF. % OF THE
STATUS RESPONDENTS RESPONDENTS
SCHOOL 18 18
COLLEGE 40 40
PROFESSIONAL 29 29
OTHERS 13 13
TOTAL 100 100

CHART 4.4
ESTIMATING EDUCATIONAL BACKGROUND OF THE RESPONDENTS

13%
18%

SCHOOL
COLLEGE
PROFESSIONAL
29%
OTHERS

40%

INTERPRETATION:
The above table shows the educational status of the respondents. Majority
of the respondents are 40% are from College. 19% are from professionals and 13%
are from others.

11
 TABLE 4.5
ESTIMATING MONTHLY STATEMENT OF THE RESPONDENTS
INCOME NO. OF % OF THE
GROUP RESPONDENTS RESPONDENTS
<5000 12 12
5001-10000 31 31
10001-15000 22 22
>15001 35 35
TOTAL 100 100

CHART 4.5
ESTIMATING MONTHLY STATEMENT OF THE RESPONDENTS

12%

35%
<5000
5001-10000
10001-15000
31%
>15001

22%

INTERPRETATION:
The above table shows the Income Group of the respondents. It tells that 42%
of the respondents are having monthly income is in between Rs.1,000 - 15,000. 35%
of the respondents are having monthly income are above Rs. 15,000. 21% of the
respondents are having monthly income of Rs. 5,001- 10,000 and the least 12% of
the respondents are below Rs. 5,000.

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 TABLE 4.6
ESTIMATING THE MONEY SPENT TO THE PRODUCT BY THE
RESPONDENTS
MONEY NO. OF % OF
SPENT RESPONDENTS RESPONDENTS
Rs. 5-10 4 4
Rs.11-20 15 15
Rs. 21-30 19 19
Rs. 31-40 16 16
RS. 40 &
Above 46 46
TOTAL 100 100

CHART 4.6
ESTIMATING THE MONEY SPENT TO THE PRODUCT BY THE
RESPONDENTS

4%

15%

Rs. 5-10

46% Rs.11-20
Rs. 21-30
19% Rs. 31-40
RS. 40 & Above

16%

INTERPRETATION:
This table signifies that 46% of the respondents are spending to buy the
product for 40 & above, 19% of the respondents are spending for Rs. 21-30, 16% of
the respondents are spending for Rs. 31-40, 15% of the respondents are spending for
Rs. 11-20, 4% of respondents are spending for Rs.5-10.

13
 TABLE4.7
ESTIMATING THE PREVIOUS USAGES MADE BY THE RESPONDENTS
PREVIOUS NO. OF THE % OF THE
PURCHASE RESPONDENTS RESPONDENTS
YES 83 83
NO 17 17
TOTAL 100 100

CHART 4.7
ESTIMATING THE PREVIOUS PURCHASES MADE BY THE
RESPONDENTS

NO. OF THE RESPONDENTS

17%

YES
NO

83%

INTERPRETATION:
This table shows the previous usage of the product. It reveals that 83% are
saying yes and 17% are saying No to the previous made by the respondents.

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 TABLE 4.8
ESTIMATING HOW LONG THE RESPONDENT IS USING THE PRODUCT
NO. OF THE % OF THE
MONTHS RESPONDENTS RESPONDENTS
1 MONTH 11 11
2-3 MONTHS 10 10
4-6
MONTHS 6 6
1 YEAR 19 19
ABOVE 1
YEAR 54 54
TOTAL 100 100

CHART 4.8
ESTIMATING HOW LONG THE RESPONDENT IS USING THE PRODUCT

11%

10% 1 MONTH
2-3 MONTHS
6% 4-6 MONTHS
54% 1 YEAR
ABOVE 1 YEAR
19%

INTERPRETATION:
This table shows that on the basis of how long this product is being used by
the respondents.54% of the respondents are belonging to the category above 1Year;
followed 19% are belong to the 1Year, followed by 11% of the respondents are
belong to the category of 1 Month, and least percentage of 10% are belonging to the
category which lies between 4-6 months.

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 TABLE 4.9
ESTIMATING THE BRAND OF COLGATE TOOTHPASTE USED BY THE
RESPONDENTS
NO. OF THE % OF THE
BRAND RESPONDENTS RESPONDENTS
COLGATE DENTAL
CREAM 28 28
COLGATE KIDS 5 5
COLGATE HERBAL 10 10
COLGATE CIBACA 5 5
COLGATE ACTIVE 52 52
TOTAL 100 100

CHART 4.9
ESTIMATING THE BRAND OF COLGATE TOOTHPASTE USED BY THE
RESPONDENTS

28%
COLGATE DENTAL CREAM
COLGATE KIDS
COLGATE HERBAL
52%
COLGATE CIBACA
5%
COLGATE ACTIVE

10%

5%

INTERPRETATION:
This table shows that the brand of Colgate toothpaste of which the
respondents are using. It reveals that 52% of the respondents are using the Colgate
Active, followed by 28% of the respondents are using Colgate Dental Cream,
followed by 10% of the respondents are using Colgate Herbal, and the least
percentage of 5% are belonging to the categories of Colgate Kids and Colgate
Cibaca.

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 TABLE 4.10
ESTIMATING THE IMPORTANCE OF PURCHASE OF THIS PRODUCT
BY THE RESPONDENTS
Importance of Not Somewhat
Important Total
purchase important important
% Of Respondents
In store
advertisement 40 30 30 100
Advertisements
seen outside 20 20 60 100
shops
Memories of the
toothpaste 10 50 40 100
purchase
Information on
50 15 35 100
packaging
Family or friends 19 21 70 100
Professional
10 25 65 100
advice

TABLE 4.10

ESTIMATING THE IMPORTANCE OF PURCHASE OF THIS PRODUCT

BY THE RESPONDENTS
80 70
70 65
60
60 50 50
50 40 40
40 35
30 30
25
30 20 20
15 19 21
20 10 10
10
0

Not important Somewhat important Important

INTERPRETATION:
This above table clearly says that the calculated percentage value of importance of
purchase. In that 40% of the respondents say that In Store Advertisements not
Important but 59% are Somewhat Important and 29% are Important.

17
 TABLE 4.11

ESTIMATING OF THE PURCHASING INFLUENCES OF THE COLGATE

TOOTHPASTE BY THE RESPONDENTS

PURCHASING NO. OF % OF THE

INFLUENCE RESPONDENTS RESPONDENTS
PRICE 5 5
WHITENS TEETH 20 20
FAMILIAR BRAND 24 24
REGULAR TYPE 11 11
GET INSTEAD OF PASTE 5 5
PACKAGING 5 5
FOR SENSITIVE TEETH 11 11
FRESHENS 19 19
TOTAL 100 100

CHART 4.11

ESTIMATING OF THE PURCHASING INFLUENCES OF THE COLGATE

TOOTHPASTE BY THE RESPONDENTS

5%
PRICE
19%
WHITENS TEETH
20%
FAMILIAR BRAND
REGULAR TYPE
11%
GET INSTEAD OF PASTE
PACKAGING
5%
24% FOR SENSITIVE TEETH

5% FRESHENS
11%

INTERPRETATION:
This above table reveals that influences the decision of family member
of the respondent’s purchase of Colgate Toothpaste. In that 24% of the respondents
are purchasing due to Familiar Brand, 20% of the respondents are purchasing due to
which Whitens Teeth, 19% of the respondents are purchasing due to Freshening of
the teeth, 11% of the respondents say the purchasing of the product due to regular
type and 5% of the respondents believes that they purchase due to the price, getting
instead of paste and packaging.
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 TABLE 4.12
ESTIMATING THE SUITABLE PRODUCT PROMOTING FOR
PROMOTIONAL ACTIVITIES
SUITABLE NO. OF % OF
PRODUCT RESPONDENTS RESPONDENTS
Radio 5 5
Television 72 72
Newspaper 12 12
Others 11 11
TOTAL 100 100

CHART 4.12
ESTIMATING THE MEDUIM OF PRODUCT PURCHASED BY THE
COLGATE TOOTHPASTE

5%
11%

12%
Radio
Television
Newspaper
Others

72%

INTERPRETATION:
This table reveals that which is suitable medium for promoting the
promotional schemes. 72% of the respondents say it is due to Television, 12% of the
respondents believe it due to Newspaper, 11% of the respondents’ lies on others and
5% of the respondents are for Advertisement.

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 TABLE 4.13

ESTIMATING THE OFFERS MADE BY ANOTHER BRAND OF

TOOTHPASTE PURCHASED BY THE RESPONDENTS

PROMOTIONAL NO. OF % OF
SCHEMES RESPONDENTS RESPONDENTS
Buy one get one free 5 5%
Price reduction 57 57%
Loyalty points 30 30%
Additional offers 3 3%
None of the offers 5 5%
TOTAL 100 100%

CHART 4.13

ESTIMATING THE OFFERS MADE BY ANOTHER BRAND OF

TOOTHPASTE PURCHASD BY THE RESPONDENTS

3%
5% 5%

Buy one get one free

Price reduction
30%
Loyalty points
Additional offers
57% None of the offers

INTERPRETATION:
This table reveals that what kind of offers of the products purchase of
another brand of the Toothpaste. 35% of the respondents do purchase this product
due to Buy One Get One Free, 26% of the respondents do purchase this product of
None of the Offers, 17% of the respondents says they buy this particular product due
to Price Reduction, 13% of the respondents believes for Loyalty Points and 9% of
the respondents reveals Additional Offers.

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 TABLE 4.14
ESTIMATING THE IMPACT CREATED BY THE SALES PROMOTINAL
PRODUCTS BY THE RESPONDENTS

% OF
NO. OF RESPONDENT
IMPACT RESPONDENTS S
Switching over another brand 23 23
Increase in buying behaviour 52 52
No change in buying behaviour 33 33
TOTAL 100 100

CHART 4.14

ESTIMATING THE IMPACT CREATED BY THE SALES PROMOTINAL

PRODUCTS BY THE RESPONDENTS

21%
31%

Switching over another brand

Increase in buying behaviour
No change in buying behaviour

48%

INTERPRETATION:
This table reveals that what type of impact does the sales promotional schemes on
the products which create on the respondents. 52% of the respondents reveals that
Increasing of the buying behaviour when the time of sales promotional offer. 33% of
the respondents reveals that no change in buying behaviour and 23% of the
respondents which makes the buying behaviour when the time of sales promotional
offer.

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 TABLE 4.15
ESTIMATING THE LEVEL OF SATISFACTION OF BY THE
RESPONDENTS
SATISFACTION NO. OF % OF
LEVEL RESPONDENTS RESPONDENTS
Highly satisfied 18 18%
Satisfied 72 72%
Dissatisfied 10 10%
TOTAL 100 100%

CHART 4.15
ESTIMATING THE LEVEL OF SATISFACTION OF BY THE
RESPONDENTS

10%
18%

Highly satisfied
Satisfied
Dissatisfied

72%

INTERPRETATION:
This table says that the level of satisfaction of the service provided by
the respondents. 72% of the respondents are satisfied to the level of satisfaction, 18%
of the respondents are highly satisfied to the level of satisfaction and 10% of the
respondents are dissatisfied to the level of satisfaction.

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 TABLE 1.16
ESTIMATING THE SALES PROMOTIONAL ACTIVITIES WHICH
MAKES THE RESPONDENTS TO BUY THE PARTICULAR PRODUCT

Importance Highly Highly dis Tot

satisfied Moderate Dissatisfied
of purchase Satisfied satisfied al

% OF RESPONDENTS

28 21 19 17 15 100
Availability

Quality 20 20 20 10 30 100

Quantity 19 23 15 16 27 100
Price 20 25 15 20 20 100
Brand image 27 16 19 15 23 100
Offer 15 23 20 25 17 100
Discount 21 19 15 28 17 100
Medicinal
23 20 19 17 21 100
value

CHART1.16

ESTIMATING THE SALES PROMOTIONAL ACTIVITIES WHICH

MAKES THE RESPONDENTS TO BUY THE PARTICULAR PRODUCT

23
 Highly Satisfied satisfied Moderate Dissatisfied Highly dis satisfied

30
28 28
27 27
25 25
23 23 23 23
21 21 21
202020 20 2020 20 20
19 19 19 19 19
17 17 17 17
16 16
15 15 15 15 15 15

10

Availability Quality Quantity Price Brand Offer Discount Medicinal

image value

INTERPRETATION:
This table shows that the sales promotional activities which make the
respondents to buy the particular product. 28% of the respondents say availability of
the product, 23% of the respondents are satisfied with the quantity of the product,
20% of the respondents are moderate with the quality, 19% of the respondents are
dissatisfied with the medicinal value and 17% of the respondents are highly
dissatisfied with the brand image.

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 FINDINGS
1. This analysis shows that the majority of the respondents are spending more than

Rs.40 to buy the product that is they buy the product with maximum quantity.

2. The customer will also buy the product based on previous purchase experience.

3. The analysis shows a close significance between the period of purchasing. Most of

the respondents are using the product Above 1 year.

4. The analysis reveals that the close significant relationship between the period of

purchasing of the respondents and the opinions about the purchasing of brand. Most

of the respondents are using Colgate Dental Cream.

5. The analysis shows the close significant between the period of purchasing of the

respondents and the terms of importance when purchasing Colgate Toothpaste.

Most of the respondents reveal that In Store Advertisements are Somewhat

Important Advertisements seen outside shops are important.

6. Advertisement is the most effective media for the product in the market which will

cover majority of the viewer-ship. The second place shows the Public Relations is

the most effective medium for the product in the market.

7. Buy One Get One Free is the most kind of offers to the respondents’ likely purchase

another brand of toothpaste.

8. This analysis shows that close significant relationship between the period of

purchasing of the respondents and the type of impact of the Sales Promotional

schemes of products is that mostly reveals that increasing of the buying behaviour

when the time of Sales Promotional offers.

25
9. There exists a close significant relationship between the period of purchasing of the

respondents and the level of satisfaction of the product.

10. A close significant relationship between the period of purchasing and recommend

others to make the purchase of Colgate Toothpaste in Sales Promotional activities

and the most of the respondents are agreeing to it.

11. Respondents are the people how they view the Sales Promotion activities of the

Colgate Toothpaste. Most of the respondents are highly satisfied due to the good

quality.

26
 RECOMMENDATIONS
1. Sales Promotion schemes are always attracts more consumers towards particular

brand simultaneously; it gives the better idea about the factors which Consumers

look most in the product before they make final decision.

2. Sales Promotion plays a major role to influences the buying decision of the

Consumer. So the marketer can concentrates more on Sales Promotion.

3. Respondents are not much aware of all the schemes of Sales Promotion of which it

increases in the buying behaviour of consumers. So the marketers try to increases

and also try to improve the Sales Promotion awareness among the Consumers.

27
 CONCLUSION
1. As the study shows that the use of Sales Promotion has increased in marketing

field. Almost all the companies offering similar schemes like Buy One Get One

Free and Price Reductions. As a result now marketers have to find out some

innovative ways of Sales Promotion to differentiate from Competitors. Currently

Advertisements and Public Relations are the most effective medium for the

product.

2. There are various tools and techniques are used for promoting the products in

marketing. Sales Promotional tools are not only used in order to directly generate

sales, but also increase the sales of the products.

28
 BIBLIOGRAPHY

Books:

1. Kothari C.R. Research Methodology, New age international publisher, New

Delhi, 2004

2. Kotler Philip, Keller and Jha, Marketing Management, Pearson Publication, 12th

Edition, Delhi-2007

3. R. Shannon, and R. Mandhachitara,, “Casual path modeling of grocery shopping

in hypermarkets”, Journal of

4. Product and Brand Management, vol.17 no.5, 2008, pp 327-340.

5. P. V. Kenhove, and K. D. Wulf, “Income and time pressure: a person-situation

grocery retail typology”,

6. International Review of Retail, Distribution and Consumer Research, vol. 10 no.

2, 2000, pp. 149-166.

7. J. Dornbusch, “Shoppers get online for groceries- at home”, Boston Herald, April

1997, p.45.

29
 QUESTIONNAIRE
1. PERSONAL INFORMATION:

a. Name :

b. Gender :  Male  Female

c. Age Group :  10-20  21-30

 31-40  41 and Above

d. Marital status :  Single  Married

e. Educational Status :  School  College  Professional 

Others Occupational :

f. Income Group :  <5000  5001-10000  10001-15000

 >15001

2. How much money have you spent to buy the product?

 Rs. 5-10  Rs.11-20  Rs.21-30  Rs.31-40  Rs. 40 &

Above

3. Have you ever used previously Colgate Toothpaste?

 Yes  No

4. How long you are using the product?

 1 Month  2-3 Months  4-6 Months  1 Year  Above 1

Year

5. Is this the same brand of products used by your family?

 Yes  No

30
 6. How many times do you brush your teeth in a day?

 Once  Twice  Thrice

7. Which brand of Colgate Toothpaste do you use?

 Colgate Dental Cream  Colgate Kids

 Colgate Herbal  Colgate Cibaca  Colgate Active

8. Please rate the following sources of information in terms of importance when

purchasing Colgate Toothpaste?

Particulars Not Important Somewhat Important

Important

In Store Advertisements

Advertisements seen outside

of shops

Memories of the toothpaste

purchase

Information on Packaging

Family or Friends

31
 Professional advice

i.e., Dentist or Doctor

9. When purchasing Colgate Toothpaste which influences your decision?

 Price  Whitens Teeth  Familiar Brand 

Regular Type

 Get instead of Paste Packaging  For Sensitive Teeth

 Freshens

10. Which is the most effective medium for the product?

 Advertisement  Public Relations  Publicity

 Personal Selling  Internet

11. Which medium do you feel it is suitable for promoting the various promotional

schemes?

 Radio  Television  Newspaper 

Others

12. What kind of offers would you most likely make you purchase another brand of

toothpaste?

 Buy One Get One Free Price Reduction  Loyalty Points 

Additional Offers

 None of the Offers

32
13. Do you plan to purchase this product even in future?

 Yes  No  Maybe

14. What type of impact does the sales promotional schemes on products creates on you?

 Makes you switch over to particular brand

 Increase the buying behaviour when the time of sales promotional offer.

 No change in buying behaviour.

15. If you get an attractive promotional offer. That is other than your choice. Will you

switch over to?

 Yes  No

16. Is it really the Sales Promotional offer which increases the buying behaviour of

Consumers?

 Yes  No

17. Will you have any positive reaction to Sales Promotion?

 Yes  No  Sometimes

 Often

 Always

18. Intimate your level of satisfaction of the service provided?

 High Satisfied  Satisfied  Dissatisfied

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 19. Will you recommend others to make the purchase of Colgate Toothpaste in Sales

Promotional activities?

 Yes  No

20. What are the Sales Promotional activities which made you to buy the particular

product?

Particulars Highly Satisfied Moderate Dissatisfied Highly

Satisfied Dissatisfied

Availability

Quality

Quantity

Price

Brand Image

Offer

Discount

Medicinal value

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