Himalaya Herbal Toothpaste

1) More people agree that toothpaste is irrelevant and boring to them in the oral care. On the other side, more people disagree that toothpaste is beneficial, appealing, mundane, that is important that it gives confidence to get close to people and that is important that toothpaste keeps gums healthy comparing to other categories looking at exhibit 5, even though the results are very similiar between them. We could also say that people most agree that the most important factor is that toothpaste prevents cavities.

The major findings about the participants responses regarding their habits and practices with respect to oral care category is the frequency of brushing is mid-high in this category comparing with the others. Also that dentists recommend the toothpaste and every person who was recommended, changed it, so in this category the consumers are very likely to do what their dentists tell them. Finally we can see that even if some people had oral health problems, they didnt change their toothpaste to solve the problem.

2) 32% of respondants exhibit a high involvement with regard to the overall oral care category. In exhibit 6 we can see that 32% of consumers have both strong cognitive and affective believes with overall oral care category, 24% of consumers have strong cognitive and weak affective beliefs with the category and just a 4% of consumers have a weak cognitive and strong afective beliefs. Finally there is a 40% of consumers with both weak cognitive and affective beliefs with the category.

This involvement levels are asociated with the brands as it is showed in exhibit 6 where we can see that in the overall oral care category the leading brand in the segment is Colgate Dental Cream with a 60% of consumers with strong cognitive beliefs and a 20% of consumers with strong afective beliefs.

3) As we can see in exhibit 6, table 5 there is a 58% of consumers with low category involvement who have strong attitude towards the different brands in the...