MARKETING RESEARCH PHASE 2 ACAD GROUP -2 PGP-21-062 Aashi Bansal PGP-21-075 Ayush Behl PGP-21-239 Gaurav Sodhani PGP-21-015 Harshita Jain PGP-21-148 Malavika S Nair PGP-21-045 Shubhendu Ojas Tewary Brand: Listerine Management Problem Should Listerine venture into the toothpaste category with a new product to boost top-line sales? Research questions1- To gain an idea of the competitive landscape in the toothpaste sub-category of the oral care the industry as perceived by customers 2 - Understanding the relative importance of the key variables involved in the decision-making process for purchasing toothpaste. 3 - Will the current brand image of Listerine impact the believability of a new product offering in the toothpaste segment? (Importance of Brand perceptions and purchase intentions) H1: Purchase intention for Listerine toothpaste is influenced by the brand awareness of Listerine H2: Listerine brand perceptions will aid sales of Listerine toothpaste 4 - To study the importance of brand loyalty in the toothpaste sector H3: Brand loyalty leads to higher purchase intention Survey Part 1 Introduction We want to invite you to take part in this research study, which looks at customers’ buying behaviour towards toothpaste. The researcher in charge of this study is the PGDM Marketing students of SPJIMR. If you agree to take part in this research, you will be asked to complete a questionnaire/ an online survey. This study will take no more than 15 minutes to complete. There are no foreseeable risks to you from this research and no direct benefits. The information provided by you will be kept confidential and only anonymous. Your participation in this research is voluntary. You can choose at any time to cease participating in this research without any consequences. We would you to kindly participate and complete the survey. 1. Gender a. Male b. Female c. Other 2. Age (in years) a. 0-18 b. 18-30 c. 30-50 d. 50+ 3. Region a. North b. South c. West d. East (Reasoning: The above three questions will help us do a demographic analysis of consumers using cluster analysis) 4. When you think about the oral care category, which brands come to mind? (Oral care category includes toothpaste, toothbrushes, mouthwash, dental floss, and other dental products) (Reasoning: To capture the unaided brand awareness) 5. Have you heard of the following brands? (Reasoning: To capture the aided brand awareness) a. b. c. d. e. f. Colgate Pepsodent Patanjali Dant Kanti Listerine Close up Dabur 6. Which brand of toothpaste do you use? (Reasoning: To understand the brands used by respondents and analyse their brand loyalty) a. b. c. d. e. f. g. Colgate Pepsodent Patanjali Dant Kanti Listerine Close up Dabur Red Other 7. Rate your level of agreement with each statement (Reasoning: To capture the brand loyalty in the brand, this could be used to understand the possibility of switching.) a. b. c. d. I see myself as a loyal customer of my toothpaste brand I intend to buy my brand even when other brands promise better I recommend this brand to others If my brand puts other products on the market, I try them too The agreement on the above four statements will be captured using a Likert scale of 7. 8. On a scale of 0 (very dissimilar) to 10 (very similar), how similar do you consider the following toothpaste brands to be: (Reasoning: The responses captured here will let us carry out multi-dimensional scaling for the toothpaste industry.) a. b. c. d. e. f. g. h. i. j. Pepsodent_________Colgate Pepsodent_________Patanjali Dant Kanti Pepsodent_________Close up Pepsodent_________Dabur Patanjali Dant Kanti______Colgate Patanjali Dant Kanti______Dabur Patanjali Dant Kanti______Close up Close up______Colgate Close up______Dabur Dabur______Colgate 9. The likelihood of me buying the following products (Reasoning: To map the customer preference and conduct a conjoint analysis) S No Brand Composition Dental Care Taste Price 1 2 3 4 5 6 7 8 9 10 11 12 Pepsodent Close Up Dabur Red Patanjali Dant Kanti Colgate Close Up Pepsodent Patanjali Dant Kanti Pepsodent Patanjali Dant Kanti Dabur Red Colgate Lab formulated Natural Natural Lab formulated Lab formulated Lab formulated Natural Natural Lab formulated Natural Natural Natural Sensitivity Sensitivity Sensitivity Sensitivity Tooth Whitening Sensitivity Sensitivity Tooth Whitening Tooth Whitening Sensitivity Tooth Whitening Sensitivity Sweet and Salt Bitter Refreshing Mint Sweet and Salt Sweet and Salt Refreshing Mint Sweet and Salt Refreshing Mint Bitter Bitter Sweet and Salt Sweet and Salt Rs 120 Rs 80 Rs 40 Rs 40 Rs 80 Rs 40 Rs 80 Rs 80 Rs 40 Rs 120 Rs 40 Rs 40 A Likert scale of 7 ratings will be used to record the responses for these 12 combinations. Note- For these combinations, we ran an orthogonal design for 5 attributes with different levels of each. 12 combinations came out after eliminating the correlated ones. 10. Rate your level of agreement with each statement (Reasoning: To understand the brand perception of Listerine eventually to see if the perception will aid the sale of a new product) a. Listerine is a strong player in the oral care industry b. I trust Listerine to keep my mouth secure c. I believe that Listerine will protect my mouth from germs d. I believe that Listerine will keep my breath fresh The agreement on the above four statements will be captured using a Likert scale of 7. The above questionnaire is floated first to collect the responses. Based on the analysis of the responses, an ideal toothpaste composition is determined to conduct the following experiment. Survey Part 2 Introduction We want to invite you to take part in this research study, which looks at customers’ perceptions of Listerine toothpaste. The researcher in charge of this study is the PGDM Marketing students of SPJIMR. If you agree to take part in this research, you will be asked to complete a questionnaire/ an online survey. This study will take no more than 15 minutes to complete. There are no foreseeable risks to you from this research and no direct benefits. The information provided by you will be kept confidential and only anonymous. Your participation in this research is voluntary. You can choose at any time to cease participating in this research without any consequences. We would you to kindly participate and complete the survey. (A sample designed for the purpose of concept testing.) 1. Rate your level of agreement with each statement (Reasoning: The responses to this question will help us understand the purchase intention of consumers for a toothpaste launched by Listerine) i. The product described above will give me the best experience ii. The likelihood of me buying the above product iii. The product described above looks reliable The agreement on the above three statements will be captured using a Likert scale of 7.
