CONSUMER ATTITUDE
PRESENTED TO
MISS.DURIA HASAN
PRESENTED BY
TAQDEES TAHIR
HUMA SIDDIQUI
MUHAMMAD SHAHID
Consumer Attitude
Towards
TOOTH PASTES
CLOSE UP
INTRODUCTION
• 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 AREAS
•
•
•
•
•
•
•
Gulshan-e-Iqbal
Malir
Shah Faisal Colony
Mehmoodabad
Model Colony
Defence
F.B Area
•PECHS
•Gulistan-e-Jauhar
•Nazimabad
•Malir Cantt
•Garden
OCCUPATION
70
60
50
40
30
20
10
0
STUDENTS
EMPLOYEES
HOUSE WIVES
OTHERS
DIFFERENT BRANDS OF TOOTH PASTE
40%
35%
30%
25%
20%
15%
10%
5%
0%
Colgate
Close up
Macleans
Sensodyne
Forhans
Others
MARKET ANALYSIS
FOR
CLOSE UP
GENDER
MALE
38%
MALE
FEMALE
FEMALE
62%
OCCUPATION
80%
70%
60%
50%
students
40%
employees
30%
house wives
20%
10%
0%
BRAND CONSCIOUSNESS
Yes
42%
No
58%
Yes
No
SATISFACTION
No
4%
Yes
No
Ye s
96%
PRICE ANALYSIS
price in terms of quality
100%
80%
60%
Fair &
reasonable
40%
Expensive
20%
0%
QUALITY ANALYSIS
Quality in terms of price
70%
60%
50%
40%
30%
20%
10%
0%
Good
Satisfactory
Not
satisfactory
CONSUMPTION PERIOD
less
than a
year
50%
25%
2 years
more
than 2
years
25%
ATTRACTION MODES
41.60%
own
experience
TV
advertisement
word of
mouth
50%
8.40%
LIMITATIONS
• 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
FINDINGS
• 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.
RECOMMENDATIONS
 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.
CONCLUSION
THANK YOU