UNDERSTANDING CONSUMER PURCHASING BEHAVIOUR AND CONSUMPTION IN THE ORAL CARE PRODUCT INDUSTRY (1)

MKT2004

Research Methods for Business and Marketing

Group Project Report

Secondary Data Analysis and Qualitative Research

Understanding Consumer Purchasing Behaviour and Consumption

In The Oral Care Product Industry

Researcher Members:

CHEN CHEN – 110558091

CHING HANG HO (MIKE) – 110558231

ZIXIANG KENNETH KAN – 110558275

AMY LOUISE SCOTT – 110177940

ANGELINE TJANDRA – 110562630

ROXANNE MELISSA TUCK – 110471871

CHRISTIE LOUISE WOODHOUSE – 110108391

TIEZHENG YUAN – 110562836

Date: 3rd December 2012

Word Count: 6423 words

MKT2004 Group Project Report 2012

2

Table of Contents

5 Executive Summary

6 Introduction

6 Research Background

8 Research Problem

8 Research Aim and Objectives

9 Research Methodology

11 Analysis and Findings

11 Findings from Secondary Research

21 Findings from Focus Group

31 Findings from Personal Experience Record

32 Conclusion & Recommendations

35 Limitations

36 References

39 Appendices

39 Appendix 1 – Focus Group Moderator Guide

42 Appendix 2 – Focus Group Result Coding

57 Appendix 3 – Group Members’ Personal Experience Records


3

List of Tables

11 Table 1.1 – Most popular oral care benefits sought

21 Table 2.1 – Demographic variables

22 Table 2.2 – Functions sought after in toothpaste

23 Table 2.3 – Consumer behaviour & influence of functionalities

(toothbrush)

23 Table 2.4 – Consumer behaviour & influence of functionalities

(mouthwash)

23 Table 2.5 – General trends in packaging, aesthetics and flavour

24 Table 2.6 – Consumer behaviours & packaging, aesthetics and

flavour (toothpaste)


flavour (toothbrush)


flavour (mouthwash)

27 Table 2.9 – Consumer behaviours and influence of advertisements

28 Table 2.10 – Consumer behaviours and influence of price (general trend)

29 Table 2.11 – Consumer behaviours and influence of price (toothbrush)

29 Table 2.12 – Consumer behaviours and influence of price (toothbrush)

30 Table 2.13 – Consumer behaviours and influence of price (mouthwash)


4

List of Figures

15 Figure 1.1 – Main monitored media advertising

16 Figure 1.2 – Toothpaste Brand Shares 2008 – 2011

17 Figure 1.3 – Mouthwash Brand Shares 2008 – 2011


5

Executive Summary

Modern consumerism is getting increasingly sophisticated as consumers indulge in emotional

buying motives. This, coupled with the competitive business landscape, makes it vital for oral

care product manufacturers to gain a thorough understanding of consumer behavior in order

to develop effective marketing strategies. This report seeks to understand the consumer

behavior of young adults (ages 18-30) in this industry by critically analyzing two rational

(Price and Product functionality) and two irrational (Advertisement and Packaging/Aesthetics)

factors.

Research for this report included reviews of literature on academic papers, online marketing

research databases, a focus group and personal experience records.

The key findings indicates that young adults are especially interested in oral care products

with teeth whitening benefits, packed to be modern and professional looking, with a

professional sounding name. It is also established that effective advertisements for young

adults are those that has the ability to draw an association with them. Lastly, young adults

have strong brand loyalty to oral care products.

This report recommends that oral care product manufactures review their product naming and

packaging policies whilst emphasizing on their products’ teeth whitening benefits. For more

effective advertising, they could consider hiring celebrities who appeal to young adults to be

their brand ambassadors in advertisements.


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Introduction

1. Research Background

“Consumer behaviour is most frequently modelled as a cognitive process, intellectual

sequence of thinking, evaluating and deciding” (Foxall, 2005). As such, consumers would

first be made aware of a need or want and how they can go about to fulfil it. The behavioural

aspect of the consumer would then be determined by a series of thought processes. This

process ranges from mentally calling on information they have on hand to acquiring

information from sales people and even friends (Baker, 2003).

On the other hand, Baines (2011) believes that consumer behaviour contains both rational and

irrational components. In today’s age, Baines (2011) argues that consumers are more likely to

“indulge in emotional buying motives” which are influenced by a buyer’s “social and

psychological interpretation of the product and its performance.” Although the current

marketing literature is dominated by rational theories as seen in Foxall’s definition above, it

is now equally as important to consider irrational components in today’s modern world.

The oral care industry is an increasingly saturated and competitive one. The difficulty faced

by oral healthcare manufactures to expand or consolidate their market share is exacerbated by

the dynamic marketing environment and changes in lifestyle of consumers. Vani (2010)

states that “the study of consumer behaviour is concerned not only with what consumer buy,

but also with why they buy it, when and how they buy it and how often they buy it”.

Understanding the motives of consumers’ purchasing behaviour is thus key for oral care

manufacturers to achieve their respective targets.

As modern consumerism gets increasingly sophisticated, there is a gradual shift in emphasis

on the markets to become more customer oriented. The significance of understanding

consumer behaviour is thus made all the more important (Jain, 2010). By means of analysing

two rational (Price and Product functionality) factors and two irrational (Advertisements and

Packaging and aesthetics) factors, this report seeks to gain a better understanding of

consumers’ behaviour in the oral healthcare products industry across three product categories;

Toothbrush, Toothpaste and Mouthwash.

Pricing and product functionalities are two rational factors which affects consumer behaviour.

Diamantopolous (1995) suggests that price has a strong influence on consumer behaviour


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while Euromonitor (2012) indicated that consumers are increasingly looking for value-added

product functionality.

The oral care industry has products with a wide selection of substitute goods (eg. numerous

brands of toothpaste). In traditional economic sense, this will dictate that oral care products

are highly price elastic, and therefore a lower price will bring in more profits (Baines, 2011).

Yet, Euromonitor (2012) has indicated that the top 5 selling brands in the industry are all

manufacturers of relatively medium-high price range products. The delicate balance of price

and product functionalities will be researched in later chapters.

The packaging and aesthetics factors are significant emotional elements in consumer

behaviour. Euromonitor has observed that premium looking oral care products are becoming

increasingly popular (2012). It is therefore imperative to explore consumer behaviour towards

different forms of packaging and aesthetics to determine the right formula for the perceived

“premium looking” product.

Advertising is also vital to raising brand profile and promoting new products features to the

market, appealing to the emotional consciousness in consumers (Mintel, 2012).

Understanding the different level of impacts between the emotional and the rational aspect of

an advertisement can help the industry to produce more effective marketing materials.

Despite the economic downturn, oral care sector in the United Kingdom is valued at £981

million in 2011, a growth of 5% on 2010 (Euromonitor, 2012). The industry is projected to

grow by a compound annual growth rate of 2% until 2016. Industry observers believe that

this momentum for growth is derived from the rise in demand of oral care products due to

decreasing dentist visits (Mintel, 2012).

In 2011, Procter & Gamble UK Ltd re-entered the toothpaste market with the launch of the

Oral-B Pro-Expert range, leading to a supermarket shelf space war. The total industry

advertising expenditure reached £120 million, a 300% increase on 2010, making the oral care

sector one of the most competitive among the beauty and personal care industry

(Euromonitor, 2012).

Youth and young adults are groups of highly innovative consumers, and revenue from new

products adopted by them is a pivotal success for oral care firms (Cowart et al., 2008). Being

a highly competitive landscape, oral care firms should be actively adjusting themselves to an

increasingly aware consumer base (Alain, S. et al., 2001). Consumers may alter their buying


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behaviours of oral care base on a variety of factors, including the functionalities, price,

advertising materials, packaging and aesthetics.

2. Research Problem

The task of consolidating and expanding market share remains a puzzling conundrum to oral

healthcare manufacturers (Zuckerman, 2005). This could primarily be attributed to two

reasons. Firstly, the dynamic marketing environment means that manufacturers have to be

constantly kept abreast of the latest changes (Keegan, 2013). Secondly, different product

categories of the oral healthcare industry are dominated by different manufacturers who have

carved out a niche market in each category (Mintel, 2012). Amarchand et al (1979) argues

that marketing success depends upon the company’s ability to find and satisfy customers. It is

thus imperative that oral healthcare manufacturers have a succinct understanding of the

consumers’ purchasing behaviour in order to develop effective marketing strategies.

3. Research Aims and Objectives

This report seeks to discern consumers’ purchasing behaviour, particularly young adults (ages

18-30) in United Kingdom, of the following oral care products: toothpaste, toothbrush, and

mouthwash. Four main factors (Product Functionality, Aesthetics/Packaging, Advertising,

and Price) which influence consumer behaviour would be critically examined in this report

and appropriate recommendations would be made from the results of this research. The key

objectives of this study are outlined as follows:

1. Which function in oral care products consumers prefer the most, hygiene or cosmetic

benefit?

2. How does aesthetics/packaging affect consumer behaviour?

3. How advertising can be utilised to capture consumers?

4. Is price the deciding factor in consumer purchasing behaviour?


9

Research Methodology

Secondary Research

The data collected in this research was mainly external secondary data from published

materials and computerized databases. Books and business sources were the two main types

of published materials used. Books regarding marketing research and consumer behaviour

were used to provide more understanding about this study. Business source used came from

mainly three categories which are directories, indexes and non-government statistics, such as

Newcastle University library guides, Financial Times, and Euromonitor. Internet full-text

database such as e-journals was the main type of computerized database used.

The main focus of secondary research was four key factors which influences consumer

behaviour in purchasing oral care products: price, advertisement, product functionality, and

packaging/aesthetics.

Focus Group

An experiencing focus group was conducted in Newcastle University Business School room

2.10 on 14th

November 2012. The focus group consists of 7 participants (4 females and 3

males) and a moderator, all personnel are researchers involved in this report. A moderator

guide containing open and non-leading questions was used by the moderator to facilitate the

discussion. The topics of discussion were delivered in accordance to the following themes:

general pattern of consumption, top of the mind imaging, consumption of oral care products

and the factors affecting purchase. The focus group lasted sixty minutes; video and audio

recording was used with the approval of the participants.

Four steps were taken in the analysis of focus group data. They were data assembly, data

reduction, data display, and data verification. Theoretical support from secondary research,

photographs, audiotape recording, and transcript were used in the process of data assembly.

The transcript was then coded according to question categories in order to facilitate data

reduction. Next, the organised and compressed data was displayed in table form to permit

conclusion drawing. Lastly, data was verified through participant validation.


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Personal Experience Record

The personal experience records were collected from a sample size of 8 (4 males and 4

females), who are members of this research project. In this study, the duration of personal

experience recorded was 2 weeks. Informants were asked to make record of their

consumption in personal care and beauty products listed in the form. In the record, informants

recorded the number of usage, brand name, and whether they would like to keep, change, or

recommend the current brand they are using to others. Informants were asked to hand in their

completed personal experience record forms at the end of study. Lastly, some trends and

findings were drawn from the analysis of the records.

Data Analysis

Data collected from the three methods of research would then be critically examined. By

means of triangulation, conclusive findings could be drawn to gain a succinct understanding

of consumer behaviour. Appropriate recommendations can thus be made for oral care

products manufacturers.


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Analysis and Findings

1. Findings based on Secondary Research

Functionality

General Trends

Hygiene and cosmetic properties are the features that can be considered in purchasing

decision when looking at different oral care brands and products. Daily Mail (2009) stated

that most people want to have dazzling teeth in an age when image is everything.

Toothpaste has always been used since 5000BC (BBC, 2012) primarily to maintain oral

hygiene. ‘Recipes for preserving and whitening teeth are everywhere, everyone from

Hildegard of Bingen to Nostradamus - fennel, lovage, mint, rubbing with salt and sage,

rinsing with alcohol, all have recognisable elements of modern mouth hygiene, though

pulverising crystal, marble, glass, cuttlefish bone, fragmented pearls and riverbed stones into

a paste makes one doubt Nostradamus' accuracy in others area of prediction’ (BBC, 2012).

This reveals that while taking care of oral hygiene, teeth whitening has always been in the

forefront of consumers’ minds and is a way in which people can boost their own self esteem.

Table 1.1 Most popular oral care benefits sought, by demographic, November 2012

Base: 1,490 adults age 16+ who use branded item

Whitens

teeth

Prevents

cavities

Kills germs

and bacteria

Strengthens

enamel

Gum disease

control

Tartar

control

% % % % % %

All 66 51 49 45 40 37

Gender:

Male 65 50 48 41 41 35

Female 67 53 50 49 39 38

: : : : : : :

: : : : : : :


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Whitens

teeth

Prevents

cavities

Kills germs

and bacteria

Strengthens

enamel

Gum

disease

control

Tartar

control

% % % % % %

All 66 51 49 45 40 37

Gender:

Male 65 50 48 41 41 35

Female 67 53 50 49 39 38

Age:

16-24 75 43 53 49 26 14

25-34 76 45 51 42 35 32

(source: Mintel, 2012)

Hygiene

There are many functions which fall under the heading of hygiene which include decay

prevention, protection against gum disease, and enamel protection. These functions can be

found not only in toothpaste, but also in mouthwash and toothbrushes which have been

created in order to help prevent teeth from decaying or eroding. Decay prevention is one of

the most important factors within the hygiene function, as this is one of the most common

features within all toothpastes and dental care.

Nowadays, oral care products, such as toothpaste, mouthwash, and toothbrushes, are

specialized to meet consumers’ needs. In terms of toothpaste, there are wider varieties in

products which focus on decay prevention.

Cosmetic

Mintel (2011) suggested that when purchasing toothpaste, consumers are more likely to

search for cosmetic benefits, such as teeth whitening, as opposed to hygiene benefits, such as

plaque and tartar control, despite plaque and tartar build-up being the nation’s key oral health

concern. This could be evident in the increasing number of teeth whitening products available

to benefit the consumer’s needs, as opposed to taking into account the major concerns of

tooth decay. To date, Colgate produces twelve different teeth whitening toothpastes (Colgate,

2012), compared with Sensodyne who specialize in teeth whitening for sensitive teeth,

producing only four teeth whitening toothpastes (Sensodyne, 2012). Although this doesn’t


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seem like a high number it is relatively high due to the specialized nature of Sensodyne,

causing it to sell fewer products. Oral B produces only four toothpastes specifically targeting

people who seek for teeth whitening (Oral B, 2012).

The popularity of teeth-whitening increased tenfold in the past five years and at least 100,000

people have some form of treatment every year (Daily Mail, 2012). This is not only in

toothpastes that have an increased focus on teeth whitening, but also mouthwashes that have

seen advancements to appeal to the consumers wants. Listerine, who currently is the market

leader in mouthwash sector, currently produces three mouthwash products which have teeth

whitening function (Listerine, 2012). Colgate only produces one mouthwash, also features

whitening function. Oral B attempts to meet the needs of the consumers by combining

toothpaste and mouthwash which is more effective to produce whiter teeth. However, it failed

to meet the high demand for mouthwash and therefore is losing out to their competitors.

Oral-B’s functionality in toothbrushes is generally better that their competitors, as Oral-B is

currently the leading brand within the UK toothbrush market and the top toothbrush brand

recommended by dentists (Pharmacy Business, 2012). It can be seen that Oral-B sell three

different types of manual and electric toothbrushes that mainly have teeth whitening function.

In comparison, Colgate only sells two toothbrushes that help towards teeth whitening and

Sensodyne do not sell any products specialising in this aspect.

Aesthetic/Packaging

General Trends

Between 2006 and 2011, the oral healthcare market grew by only 2% (Mintel, 2012). In this

highly saturated market, product differentiation is becoming increasingly crucial to sales.

This section of the report studies the effects of aesthetics, packaging and flavour on consumer

buying behaviour.

As manufacturers are increasingly trying to reposition products as premium item in-store,

huge attention is directed to the aesthetics of the packaging (Euromonitor, 2012). Increasingly,

outer cartons and labels are designed with foil textures, embossing and holographic printing,

as manufacturers believe that the luxury look will add value to the brand and that consumers

are willing to pay higher prices. This belief is backed by sales reports, as the top 10 brands by


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sales in 2011 are high cost premium products rather than cheap retailer brands (Euromonitor,

2012).

The majority of non-mint oral care products are targeted at the children market, leaving very

limited mint-free choices for the adult consumers (Mintel, 2012). While this may be

indicative of the lack of demand for non-mint products, opportunities may be present for

innovation.

Toothpaste

For toothpaste, the packaging device has not experience much changes in the last century.

Since 1892, the tube packaging dominated consumer market (Elliott, 2010). Consumers resist

new innovations in the market.

Houghton, a leading UK supplier, experienced with cartonless toothpaste for 15 years

nationwide in the UK to no success. Dented tube was cited as a main factor putting

consumers off (Elliott, 2010).

Toothbrush

The manual toothbrush market is segmented into two tiers – the high end and the low end.

Toothbrushes are heavily differentiated through aesthetics and packaging. The high end ones

looking complex with multi-material brush heads, and the low end ones simple (Euromonitor,

2012). Manufacturers are also attempting to adopt environmental friendly packaging in an

attempt to capture consumers (Packaging-Gateway, 2012). For electronic toothbrushes,

packaging are increasingly designed to persuade non-users to try this branch of products, as

evident in the increasing usage of packaging that allows consumers to power on the motor

before purchasing (Ziobro, 2011).

Mouthwash

According to market data, Listerine has the widest range of packaging design and flavours in

the market (Euromonitor, 2012). The top brands have very different packaging and aesthetics

philosophies, with Oral-B packaged to look clinical, and Colgate and Listerine looking

modern and appealing to youth.


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Advertising

General Trend

Advertising is defined as ‘promotion of a product, service, or message by an identified

sponsor using paid-for media’ (Marketing, 2012). In this section, the report studies the usage

of advertising in the oral care industry.

Advertising is vital to raising awareness of a particular brand or product. Advertising also

helps to promote new products and allow consumers to appreciate their product benefits

(Mintel, 2012). Some £59 million was spent on promoting oral healthcare products in 2010,

with TV and press remaining the key media used by advertisers (Mintel, 2012). Big oral care

product manufacturers are spending huge sum of money on advertisement to maintain and

gain market share (Mintel, 2012).

Figure 1.1 – Main monitored media advertising (source: Mintel, 2012)

Based on the graph above, the top 4 advertisement spending companies are GlaxoSmithKline

Plc, Colgate Palmolive Ltd, Johnson & Johnson Ltd and Oral B Laboratories Ltd. They

occupy 40%, 22%, 14% and 10% of total advertisement expenditure in the industry

respectively.

GlaxoSmithKline Plc 40%

Colgate Palmolive Ltd 22%

Johnson & Johnson Ltd 14%

Oral B Laboratories

Ltd 10%

Church & Dwight UK Ltd

4%

Fresh Breath Ltd 2%

Others 8%

Main monitored media advertising, by company, 2010


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Besides that, toothpaste sector accounts for 49% of advertisement-spending (adspend)

(Mintel, 2012). Mouthwash occupies a third of total adspend in 2010, with expenditure rising

by a third in 2010. (Mintel, 2012).

Figure 1.2 – Toothpaste Brand Shares 2008 – 2011 (source: Euromonitor, 2012)

From the graph, Colgate has the highest brand share of 45.4% in 2011, followed by

Sensodyne at 16.7% and Oral-B has 3.1%.

The sales of toothpaste have increased by almost 3% in 2011, which is the fastest of all

sectors. This is primarily driven by the launch of Oral-B Pro-Expert Toothpaste in August

2011 (Mintel, 2012). Toothpaste sector accounts for 43% share of oral care sales in 2011,

ahead of the toothbrush sector’s 29%. However, the fastest growing sector is mouthwash, it

grew by 27% between 2006 and 2011 (Mintel, 2012).

14.3 15.5 16.7 16.7

42.5 41.7

46.5 45.4

0 0 0 3.1

0

5

10

15

20

25

30

35

40

45

50

2008 2009 2010 2011

% r

eta

il va

lue

rsp

Year

Toothpaste Brand Shares 2008-2011

Sensodyne

Colgate

Oral-B


17

Figure 1.3 – Mouthwash Brand Shares 2008 – 2011 (source: Euromonitor, 2012)

From the graph, Listerine has the highest brand share of 43.4%, followed by Colgate at 12.2%

and Oral-B at 2.7%.

Characteristics of Oral Care Market

Mintel discovered that over 50% of adults are concerned about stained teeth, with two thirds

looking for toothpastes which have teeth-whitening properties. Under-35s are more

concerned about their physical appearance than older consumers and they are more likely to

try teeth-whitening treatments. Besides that, single adults are more likely to be interested in

trying professional teeth-whitening treatments compared to married adults. Furthermore,

advertisement featuring Hollywood superstars with whitened teeth makes most people to

aspire to have their teeth whitened (Mintel, 2012). Sensitive teeth and cavities are adults’

other major oral health concerns.

A survey done by Oral-B in 2011 found that four in ten patients cancelled dental

appointments because they could not afford. The survey also reviewed that consumers are

turning to their pharmacists for dental advice to avoid the cost of visiting their dentist (Mintel,

2012). The Oral-B survey identifies that around 10% of consumers said they were consulting

a pharmacist, with almost a third of these consumers doing so because the advice was free.

41.5 44.5 45.7

43.4

12.6 11.5 12.1 12.2

1.4 2.1 2.4 2.7

0

5

10

15

20

25

30

35

40

45

50

2008 2009 2010 2011

% r

eta

il va

lue

rsp

Year

Mouthwashes Brand Shares 2008-2011

Listerine

Colgate Plax

Oral-B


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Advertisement activities by company

1. GlaxoSmithKline

In August 2010, Sensodyne launched a three-week national television campaign, featuring

Sensodyne Total Care Gentle Whitening, Sensodyne Rapid Relief and Sensodyne Total Care

Extra Fresh. The campaign used endorsement from dentists for the first time. Besides that,

GlaxoSmithKline also allocated 17% (£4 million) of its advertising budget to promote its

Corsodyl mouthwash with its ‘gorgeous’ TV ad.

2. Colgate-Palmolive

Colgate’s Sensitive Pro-Relief brand, which was launched in August 2010, was backed by

£5.4 million in advertising support during 2010, giving it the highest adspend in the oral care

category in 2011.

July 2011, Colgate introduced a £4 million TV campaign to promote the launch of Colgate

Total Advanced Enamel Protection. The TV push was backed by press and digital activity.

As part of the campaign, 50ml packs of Total Advanced Enamel Protection were given away

with selected Colgate 360° toothbrushes.

Furthermore, Colgate also uses Facebook to raise its brand awareness. For example, it

encourages Facebook users to upload photos on their page. It also encourages people to

comment or ‘like’ these photos. As part of its advertisement effort, Colgate also sponsored

breakfast shows across the radio network in May 2011.

In September 2012, Colgate is making aggressive efforts to maintain its market share against

the return of Oral-B in toothpaste sector (Euromonitor, 2012a). A £1 million “Oral health

month” campaign was organised to drive awareness of dental healthcare and hygiene. The

campaign was supported by social networking sites and TV. It also included roadshows in 50

retailer locations across the UK, also supported by dental practitioners and in-store sampling.

3. Johnson & Johnson

Brand communications activity included the use of illuminated panels on buses to

complement TV and radio activity, to support its Listerine Total Care Sensitive range, which

was launched in May 2010.

In June 2011, Listerine rolled out its ‘Mouth vs. Life’ video campaign on YouTube to

promote the importance of oral care.


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4. Oral-B

In May 2010, Oral-B launched ‘Seize Power Today’ TV campaign to promote its power

toothbrush. The TV campaign was supported by print, online and in-store activity, which

included a 50% discount offer on a number of Oral-B power toothbrushes.

In February 2011, Oral-B signed Dr James Russell, Director of the British Academy of

Cosmetic Dentistry (BACD), as brand ambassador. The partnership is likely to add more

weight to Oral-B’s positioning of being the ‘the toothbrush brand dentists recommend and

use worldwide’.

Oral-B re-entered the toothpaste category in 2011 with its Oral-B Pro-Expert range after

spending 15 years in R&D and being approved after more than 70 scientific studies. In July

2011, the company gave away 10 million samples through dentists and another 10 million

samples through on-line and retail channels (Euromonitor, 2012b).

Price

General Trend

Despite the current sluggish economic climate, consumers are unlikely to cut back on their

oral hygiene spending as people view this as a grooming necessity. However, research has

suggested that nearly a quarter (22% for both toothpaste and mouthwash and 26% for

toothbrush) of respondents surveyed, purchases whatever brands that are on promotion

(Mintel, 2012). This could be attributed to the reason that consumers strive to keep to their

household budget low. This research also shows that 20% of consumers purchase the

cheapest available oral care product.

There are many factors which affect consumer behaviour. However, pricing is believed to be

one of the most important aspects of consumer motives (Kin and Jin, 2001). This part of the

report seeks to address the relevance of this factor in the oral healthcare industry by means of

comparisons with other determinants of consumer behaviour such as product functionality,

brand loyalty and socioeconomic group standing.


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Functionality

The functionality of the product (whitening, plaque and tartar control, strengthening enamel

etc.) is also a key consideration made by consumers when purchasing oral care products.

According to the British dental health, electric powered toothbrushes removes plaque 25%

more efficiently as compared to conventional brushes while a study conducted by Mintel has

forecasted the sales of electric powered toothbrush to increase.

Brand Loyalty

A recent study revealed that 80% of respondents’ consumer behaviour is likely to be

influence by brand loyalty (Batra et al, 2012).

Batra’s research findings has been substantiated by market research results gathered by

Mintel where more than a quarter of those surveyed choose to always purchase the same

brand when shopping for oral care products (38% for toothpaste, 30% for toothbrush and 25%

for mouthwash).

Socio-economic Group

Mintel (2012) reports that brand switching occur prominently among those who belong to the

income-squeezed group and stay in the North West of the country and this purchasing

behaviour is most prevalent in the socio-economic group with household income < £9,500.

On the contrary, 53% of the respondents surveyed disagreed, when asked if they would

purchase the cheapest product available.


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2. Findings based on Focus Group

Functionality

Majority of participants are more concerned with teeth whitening than decay prevention.

Responses from the focus group found that consumers do not just look for teeth whitening

function at the point of purchase, but will also consult in friends who have significantly

whiter teeth. In addition, those who do not look for both functions, whitening and decay

prevention, naturally assume that all toothpastes prevent decay. However, they consciously

seek out whitening properties as an extra benefit.

Table 2.1 – Demographic Variables

Demographic variable Number of respondents Percentage

Age (Years)

18 – 20

21 – 23

24 – 26

26 – 30

4

1

2

0

57%

14%

29%

0%

Gender

Male

Female

3

4

43%

57%

Educational

Qualification

Up to primary

Up to secondary

Up to tertiary

0

0

7

0%

0%

100%

Monthly Income

Below £500

£500 - £800

£801 - £1000

£1000 or more

2

3

2

0

29%

42%

29%

0%


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When considering toothbrushes, the majority of participants use manual toothbrush. The

significantly higher cost of electrical toothbrush is cited as a main reason why consumers are

hesitant in its purchase. However, they agree that electrical toothbrushes are generally better

at cleaning teeth, and will try them when given more disposal income. This implies that

unlike the case with toothpaste, consumers are primarily concerned with the decay prevention

functions of toothbrush. Participants too stated that their most wanted new functionality for

toothbrush is teeth whitening.

Table 2.2 – Functions sought after in toothpaste

Functions (multiple selections) Number of responses Percentage

Whitening

Hygiene

Sensitivity

Fresh Breath

7

0

3

1

100%

0%

43%

14%

Table 2.3 – Consumer behaviour & influence of functionalities (toothbrush)

Variables Number of respondents Percentage

Electrical Toothbrush Usage

Yes

No

1

6

14%

86%

Reason for non-usage of electrical

toothbrush

Too expensive

Not significantly better

Same as manual toothbrush

Worse than manual toothbrush

5

1

0

1

72%

14%

0%

14%

Is electrical toothbrush better than

manual toothbrush (any degree)

Yes

No

6

1

86%

14%

New functions wanted in

toothbrush

Whitening

Personalisation

More brush head sizes

More grip sizes

4

1

1

1

58%

14%

14%

14%


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For mouthwash, none of the participants use it for cosmetic effects. It is used for hygiene

concerns (decay prevention and enamel protection) and fresh breath. Those who do not use

mouthwash have reported a variety of reason including the burning feelings.

Aesthetic, Packaging & Flavour

General Trends

The focus group found that consumers will pay a higher price for premium products. When

shown a variety of toothpastes and mouthwashes, products with premium packaging are often

stated as the preferred choice over basic budget products. The naming of products is also a

deciding factor for consumers, as premium-sounding products are preferred.

Table 2.4 – Consumer behaviour & influence of functionalities (mouthwash)


Regular usage of mouthwash

Yes

No

4

3

57%

43%

Reason for regular usage

Hygiene

Fresh breath

Like the feeling

Cosmetics

2

2

0

0

50%

50%

0%

0%

Reason for non-regular usage

Burning feeling

Effects not significant

No habit

Too expensive

1

1

1

0

33%

33%

33%

0%

Table 2.5 – General trends in packaging, aesthetics and flavour


Preferred flavours

Mint

Strong mint

Mild Mint

Non-mint

4

1

2

0

57%

14%

29%

0%


24

In term of flavours, consumers prefer familiarity to innovation. The focus group found that all

consumers prefer mint-based flavours for their oral care products, and majority will be

hesitant to try out a new innovative flavour. The focus group participants cited “not clean

enough feeling” as a primary concern for non-mint products. Therefore, there is a speculative

demand for a new flavour that is robust at bacteria killing and can offer consumers this

desired ‘clean feel’.

Toothpaste

The focus group found that innovations such as pump mechanisms are not catching on with

consumers, who generally find it more of a hassle than convenience.

Table 2.6 – Consumer behaviours & packaging, aesthetics and flavour (toothpaste)


Preference of toothpaste based on name of

product

Smile Whitening Freshmint Toothpaste

Total Advanced Whitening

Pro Expert Whitening

Gentle Whitening

0

3

4

0

0%

43%

57%

0%

Preference of toothpaste based on packaging

of product

Boots Smile Whitening Freshmint Toothpaste

Colgate Total Advanced Whitening

Oral-B Pro Expert Whitening

Sensodyne Gentle Whitening

0

2

4

1

0%

29%

57%

14%

Preference for pump mechanism

Yes

No

No interest in trying

0

4

3

0%

57%

43%


25

Toothbrush

When shown product samples from two price tiers, focus group participants are

overwhelmingly favouring the more lush looking toothbrushes. The flagship product lines

from top brands, such as the Colgate 360°® and the Oral-B CrossAction® toothbrushes, are

characterised by their complex looking coloured bristles, mixtures of materials used, and

thick rubber grips. These are more than simply functionality features. Majority of participants

agree that these toothbrushes brush better than simple budget toothbrushes, basing their

judgement on only visuals. They too generally agree that they will pay the premium price for

these products.

Other than the aesthetics factors, participants also judge toothbrushes based on their

packaging. Singly packed toothbrushes are agreed to be more functional than multi-packs, as

the latter is deemed to be of the budget range.

Participants also generally agree that the design and aesthetics of electronic toothbrushes

make them look superior to manual toothbrush at maintaining oral hygiene. However, they

find the better looks do not justify the significantly higher price.

Mouthwash

In the aesthetic and packaging section, focus group participants are equally split in opinions.

When shown a variety of products, participants generally agree on the point that the Oral-B

mouthwash packaging is designed to look clinical and professional, while the Listerine

mouthwash packaging is designed to be cool and modern. However, while half the

Table 2.7 – Consumer behaviours &packaging, aesthetics and flavour (toothbrush)


Preference of toothbrush based on visual

Oral-B CrossAction® (complex looking)

Colgate budget range (plain looking)

7

0

100%

0%

Willingness to purchase after discovery of

price

Oral-B CrossAction® (£3.5)

Colgate budget range (3 for £1.5)

7

0

100%

0%


26

participants stated their preference for the clinical look, the other half are more supportive of

the modern look.

Mouthwash colour is also found to be an important part of aesthetics that determine consumer

behaviour. Majority of the participants reject colours such as yellow or purple, typically

found in Listerine products. They do not find such colours to be in line with the mouthwash’s

cleaning and hygiene purposes. Overwhelmingly, the preferred colour for mouthwash is clear

blue or green.

Table 2.8 – Consumer behaviours & packaging, aesthetics and flavour (mouthwash)


Preference of mouthwash based on product

names

Plax Mouthwash Multi Protection

Multi-Protection Mouthwash

Total Care Mouthwash

0

5

2

0%

71%

29%

Preference of mouthwash based on product

packagings

Colgate Plax Mouthwash Multi Protection

Oral-B Multi-Protection Mouthwash

Listerine Total Care Mouthwash

0

3

4

0%

43%

57%

State the more clinical/ professional looking

packaging

Colgate Plax Mouthwash Multi Protection

Oral-B Multi-Protection Mouthwash


1

6

0

14%

86%

0%

Preference of colour

Blue

Green

Purple, yellow, others

5

2

0

71%

29%

0%


27

Advertisement

Major oral care companies, such as Colgate, Sensodyne, and Oral-B, use dentist

recommendation as one of their primary advertisement. From the focus group result, it is

found that dentist recommendation gives big impact on consumer behaviour while purchasing

oral care product as majority of the participants agreed that they will buy a brand that is

recommended by their dentist. However, using dentist as primary advertisement is not

effective because none has been actively recommended any oral care product brands by the

dentist.

Variables (multiple selections) Number of responses Percentage

Reasons for switching brand Peer recommendation 0 0%

Effects seen on peers 5 71%

Price 1 14%

Advertisement 0 0%

Dentist recommendation 7 100%

Interest in advertisements Oral-B 6 86%

Colgate 0 0%

Sensodyne 1 14%

Listerine 3 43%

Most seen form of advertisement TV 3 43%

Internet 3 43%

In-store 1 14%

Print media 0 0%

On the other hand, TV and Internet are the types of advertisement most participants come

across most of the time. Whilst the participants have been showed some sample of TV

commercial from some major brands (Colgate, Sensodyne, Oral-B, and Listerine), Oral-B

toothpaste advertisement which featured by "All By Myself" song interests the majority.

Another important aspect is effects seen on peers play a role in consumers’ decision to switch

brand as majority tend to choose the product that can guarantee whitening effect.

Table 2.9 – Consumer behaviours and influence of advertisements


28

Price

General Trend

The result of our focus group indicate similar findings: price is a huge consideration when

buying most of the oral care products. When asked about the prices that members are willing

to pay for toothpaste and toothbrush, the majority will pay between £1.5 and £3.5.

However, the majority will spend more on toothbrush and mouthwash but not for toothpaste

if they have a higher disposable income (DI). This could be because toothpaste in the price

category that most respondents would pay for would already sufficiently satisfy them.

Functionality is the reason behind the preference of using electrical toothbrush instead of a

manual one as the majority of the focus group’s respondents felt that it would clean their

teeth more effectively. This was evident in the mouthwash category as well as it was stated

that one would purchase a mouthwash with teeth whitening functionality should he have a

higher DI.

Table 2.10 – Consumer behaviours and influence of price (general trend)

Variables Number of responses Percentage

Usual price paid for toothpaste (75-100ml)

<£1.5

£1.5 - £3

£3 - £4.5

>£4.5

0

6

1

0

0%

86%

14%

0%

Usual price paid for toothbrush

<£1.5

£1.5 - £3.5

>£3.5

1

5

1

14%

72%

14%

Usual price paid for mouthwash (500ml)

<£1.5

£1.5 - £3.5

>£3.5

0

4

3

0%

57%

43%


29

Toothbrush

Findings from the report suggests that people would be willing to pay more for a toothbrush

that provided better product functionality (e.g. ability to clean teeth more effectively) given a

higher disposable income.

Toothpaste

The majority believe that more expensive toothpaste provides better functionality. Contrary

to the general trend, the majority of members opt not to purchase more expensive toothpastes

if they have a higher disposable income and are only willing to pay for toothpaste in the price

range from £1.50 to £4.50. This shows that respondents believe that toothpaste in this price

range would clean their teeth just as effectively as any other more premium priced toothpaste.

Table 2.11 – Consumer behaviours and influence of price (toothbrush)


Willingness to spend more when disposable

income rises

Yes

No

7

0

100%

0%

Table 2.12 – Consumer behaviours and influence of price (toothpaste)


More expensive toothpaste will come with

better functionalities

Yes

No

5

2

72%

28%

Willingness to spend more when disposable

income rises

Yes

No

1

6

14%

86%


30

Mouthwash

The findings show that half of the members don’t use mouthwash. The reason varies but none

mentioned that the price of mouthwash is so expensive that it hinders them using it. In this

perspective, price is not a large concern for members.

Those who use mouthwash, choose to use Listerine instead of other brands. Furthermore, the

majority rejected the situational promotion offer by Oral-B when asked if they would choose

to buy a toothpaste and mouthwash packaged together at a promotional price. Even with an

incentive of price reduction, members still choose not to purchase Oral-B mouthwash

together with the toothpaste. It can thus be seen that brand loyalty plays a significant role in

the mouthwash category.

Participant Validation

All participants of the focus group have verified the transcript and result coding, and agree

that the findings used in this report is representative of their opinions.

Table 2.13 – Consumer behaviours and influence of price (mouthwash)


Willingness to purchase an Oral-B

promotional package (toothpaste &

mouthwash)

Yes

No

2

5

57%

43%


31


3. Findings based on Personal Experience Record

From the personal experience records, it can be seen that majority of the members, who use

mouthwash either regularly or occasionally, choose Listerine and are more likely to keep

using that brand. It is also found that Oral-B is the brand that majority use for toothbrush,

followed by Colgate. In toothpaste sector, majority of the members use Colgate.

Ultimately, it is found that majority choose to stay with their current and less likely to change.

It also can be seen that in different product category (toothbrush, toothpaste, and mouthwash),

the brands that majority use are different.


32

Conclusion & Recommendations

Conclusion

Several conclusions can be made regarding the purchasing behavior of young adults (18-30

years old) on oral care products, after studying the data collected from secondary research,

focus group and personal experience record. This section of the report will answer the

research questions by drawing on the findings in all three sections of the research.

Firstly, young adults are looking for teeth whitening attribute, which is one of cosmetic

benefits, in oral care products. From secondary research, 75% of those age 16 – 25 and 76%

of those age 25 - 34 are interested in whitening benefit in oral care products. In addition,

more than 50% of adults are concerned about stained teeth. This is further supported by focus

group, where majority of participants chose teeth whitening as the most important function.

Hence, cosmetic benefit is preferred over hygiene.

Secondly, modern looking packaging and professional product name for oral care products

have a big impact on consumer behaviour. Under the aesthetic section of secondary research

it mentioned that sophisticated looking packaging adds value to the brand. The findings from

focus group substantiate this point, where majority participants favouring lush looking

toothbrush over those with simple design. Besides that, participants also associate modern

design with quality. In addition, from focus group findings, product name with phrase such as

total advance and pro expert are preferred by young adults. This is because they sound

professional and gives the impression that they are of good quality.

Thirdly, young adults are more interested in advertisements that they can associate with and

they are more likely to purchase these products. Both data from secondary research and focus

group supports this point. From secondary research, it discovered that most people would

aspire to have their teeth whitened after watching advertisement featuring Hollywood star

with whitened teeth. In addition, findings from focus group suggested that majority

participants preferred the advertisement with the theme song ‘All By Myself’. In both

scenarios, young adults were attracted to advertisement featuring something/someone that

they are familiar and able to associate with.

Lastly, it is found that young adults have strong brand loyalty on oral care products. Based on

secondary research findings, more than a quarter of young adults always purchase the same

brand when shopping for oral care products. This finding is further supported by focus group,


33

where majority of participants rarely switch brand however when they do it is due to certain

factors such as creative advertisements and improved functionality. Furthermore, the data

from personal experience record also shows that majority of participants did not switch brand

for a substantial period of time. Apart from that, price is not a major concern for young adults.

This can be seen from secondary research where 53% of the population disagreed when asked

if they would purchase the cheapest product available. In addition, majority of participants

said ‘no’ when asked will they buy a package of toothpaste and mouthwash at promotional

price. Overall, price is not the deciding factor in consumer purchasing behaviour.

Recommendations

Based on the research findings, four recommendations were made for oral care industry to

enhance their marketing effort.

Firstly, there could be more advertisement targeting young single adults. It would be

advantageous to capture consumers from 18-30 years old category. This is because they tend

to be brand loyal and would form a regular customer base for oral care product manufacturers,

such as Oral-B. Besides that, young single adults are more images conscious and are more

likely to try products that have cosmetic benefits. Manufacturers could focus their advertising

efforts in trade areas with high concentration of young people. For example, advertisements

could be put up on university newspaper and radio. There could also be some on-campus

promotion where samples are given away. In addition, manufacturers could target single

adults by advertising their products on online dating websites such as match.com,

datingdirect.com and speeddater.co.uk. Furthermore, manufacturers could also advertise at

pubs and nightclubs where there are more image conscious single adults.

Next, oral care product manufacturers, such as Oral-B, could advertise through celebrities in

its television and online advertisements, emphasizing cosmetic benefits. As stated in

conclusion, young adults are interested in advertisements that they can associate with.

Furthermore, findings from focus group show that young adults come across television and

online advertisements most often. Facebook and Youtube are some good online

advertisement channels however based on secondary research findings, manufacturers, such

as Oral-B, under-utilized these channels. Most importantly, celebrities in the advertisement

should emphasis on the cosmetic benefits of the product for instance whitening effect. This is

primarily because young adults sought after oral care products that have cosmetic benefits.


34

Oral care product manufacturers could balance between modern and professional design for

its packaging and product design. Based on focus group research, 50% of participants find

packaging that looks clinical and professional boring and dull. Hence, by striking a balance

between looking modern and professional, majority of young adults would welcome it.

Besides that, it is also recommended that manufacturers have clear blue and green as their

mouthwash color. Based on focus group finding, clear blue and green are the two most

preferred colors for mouthwash and young adults are more likely to purchase it.

Lastly, manufacturers could choose a professional name for its products. It is advisable to use

words such as advance, professional and expert in its product name. Based on focus group

finding, participants preferred more professional sounding product name. This is simply

because young adults associate professional product name with good quality.


35

Limitations

Secondary research was majorly based on external secondary source, as there is a lack of

internal secondary data from the oral care manufacturers in the market. As a result it was

difficult to gather valuable information on the manufacturers’ marketing strategy and their

understanding of consumer behaviour in the oral care industry.

There is a problem of fit with the secondary data collected. Some of the data collected were

for other purposes and there is no direct link to the study of consumer behaviour on oral care

products. As a result, the data collected did not fit the research problem perfectly. Besides

that, it was difficult to find information specifically targeting 18-30 years old age category.

There was only one focus group conducted in this study. There were no later groups to

generate additional insight into the phenomenon under study. As a result, the finding

developed lack representation with regard to the target population. More focus group should

be conducted in order to give a better representation of the target population.

There was no screening done during the selection of focus group participants. As a result, the

focus group was too heterogeneous, compromising a mixture of males and females of

different cultural background. More focus groups with differences maximized between

groups and minimized within groups will produce richer information about every

demographic group.

Result triangulation, a process of cross-checking focus group results with prior researches in

the industry and conduct further interviews to verify any contradictions, was not conducted in

this research report due to time limitation. Conducting this process can ensure the validity of

results and discover new finding.

The sample size of the personal experience record was too small and it did not provide an

accurate representation of the target population. In addition, the time period of the record was

too short. Furthermore, the questions asked were too few and too general. Due to all these

factors, limited information was being extracted; as a result, comparisons with secondary and

focus group findings were limited.


36

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39

Appendices

1. Appendix 1 – Focus Group Moderator Guide

i) General Patterns

• Do you use toothpaste and toothbrush as your primary tools for cleaning?

• How often do you brush your teeth?

• How much do you usually spend on toothpaste?

• How much are you willing to spend on toothpaste?

• Which form of oral care product advertisement do you come across most often?

e.g. TV, Magazine, Social Media

ii) Top of the Mind Image

• What brand comes to mind when you hear the word "toothpaste"?

• State your preference/ what do you think about these toothpastes? (words)

o Colgate Total Advanced Whitening

o Oral-B Pro Expert Whitening

o Boots Smile Whitening Freshmint Toothpaste

o Sensodyne Gentle Whitening

• State your preference/ what do you think about these toothpastes? (picture)

iii) Consumption

• How often do you buy toothpaste

• Have you ever discussed toothpaste with your friends?

• How often do you visit a dentist?

• Did any dentist recommend you any brand?

• Which brand?

• Did you follow dentist recommendation?

• If no, why?

iv) Factors affecting purchase/non-purchase


40

• What functions do you look for in toothpaste?

• What is the most important function?

• Are there any other properties that interest you when you are purchasing toothpaste?

• Do you have a preferred flavour? Why and why not?

• Have you seen/ used toothpaste with pump packaging mechanism before?

a. What do you think is good/ bad about this type of packaging?

b. If you like it, how much more will you be willing to pay for it?

c. Will you switch brand just for this type of packaging?

• Show advertisement video

o Which advertisement most interests you?

o Why?

o Would you switch brand after watching the advertisement (if the brand is

different from what u are using)?

• Have you ever discussed oral care products with your friends?

o If yes. Which brand is most widely mentioned?

o Have any of your friend/s recommend oral care products to you?

o If yes. Which brand?

o Would you switch brand if the brand recommended is different from what you

are using currently?

o Yes/no. Why?

v) Perceived Outcomes

• What factor with regards to packaging/flavour would make you stop using toothpaste?

• Have you ever switch brand?

• Yes. Why?

• No. why do you carry on with your current brand?

• Of the oral care advertisements you watched, which brand is most credible to you?


41

• Why?

• Is it the same with the brand you are using?

vi) Future Behavior

If you have more disposable income, will you buy better but more expensive oral care

product?


42

2. Appendix 2 – Focus Group Result Coding

Participants Number Code

Kenneth 1

Roxanne 2

Amy 3

Christie 4

Mike 5

Angeline 6

Tiezheng 7

Do you use toothbrush and toothpaste as your primary tool for cleaning?

Participant Yes No

1

2

3

4

5

6

7

Do you use toothbrush and toothpaste as your primary tool for cleaning

Participant Number of times

1 or 2 2 or 3 3 or more

1

2

3

4

5

6

7

How often do you buy toothpaste?

Participant Once in 2 weeks Once in 4 weeks Once in 6 weeks or >

1

2

3

4

5

6

7


43

Whom have you discussed toothpaste with?

Participant Friend Family Dentist Colleague No one

1

2

3

4

5

6

7

Whom have you discussed toothpaste with? (Cross-Tabulation)


Boy

0 1 0 0 2

Girl

1 1 1 0 1

How often do you buy toothbrush?

Participant Once in 1–2 mths

Once in 3 mths Once in > 3 mths

Whenever it is worn out

1

2

3

4

5

6

7

Whom have you discussed toothbrush with?


1

2

3

4

5

6

7


44

Do you use mouthwash regularly?

Participant Yes No

1

2

3

4

5

6

7

For those who do use mouthwash regularly, why?

Participant Hygiene Fresh Breath Like the feeling Cosmetics

2

4

5

6

For those who do not use mouthwash regularly, why?

Participant Burns No significantly added hygiene

Do not have the habit

Too expensive

1

3

7

How often do you buy mouthwash?

Participant Once in 1–2 mths or more

Once in >= 3 mths

Not at all

1

2

3

4

5

6

7


45

Whom have you discussed mouthwash with?


1

2

3

4

5

6

7

Do you all agree that Listerine is the preferred brand of mouthwash?

Participant Yes No

1

2

3 NA NA

4

5

6

7

What do you look for in functions of toothpaste?

Participant Whitening Hygiene Sensitivity Fresh Breath

1

2

3

4

5

6

7

What do you look for in functions of toothpaste? (Cross-Tabulation)

Participant Whitening Hygiene Sensitivity Fresh Breath

Males 3 0 1 1

Females 4 0 2 0


46

Do you expect all toothpaste to kill bacteria, therefore not looking for that function in toothpastes specifically?

Participant Yes No

1

2

3

4

5

6

7

Do you use an electrical toothbrush?

Participant Yes No

1

2

3

4

5

6

7

Why do you not use an electrical toothbrush?

Participant Too expensive Not significant better

Same as manual

Worse than manual

1

2

3

4

5

6

7

Do you think electrical toothbrush is better than manual toothbrush?

Participant Yes No

1

2

3

4

5

6

7


47

What new functions/ improvements do you want to see in toothbrushes?

Participant Whitening Personalization More brush head sizes

More grip sizes

1

2

3

4

5

6

7

Just looking at the names of these toothpaste, which one will you prefer the least?

Participant Smile Whitening Freshmint

Toothpaste



Gentle Whitening

1

2

3

4

5

6

7

Just looking at the names of these toothpaste, which one will you prefer?

Participant Smile Whitening Freshmint

Toothpaste



Gentle Whitening

1

2

3

4

5

6

7


48

Now after seeing the packaging of these toothpaste, which one will you prefer?

Participant Boots Smile Whitening Freshmint

Toothpaste


Oral-B Pro Expert

Whitening

Sensodyne Gentle

Whitening

1

2

3

4

5

6

7

Now after seeing the packing of these toothpaste, which one will you prefer?


Toothpaste


Oral-B Pro Expert

Whitening

Sensodyne Gentle

Whitening

1

2

3

4

5

6

7

Now after seeing the packing of these toothpaste, which one will you prefer least?


Toothpaste


Oral-B Pro Expert

Whitening

Sensodyne Gentle

Whitening

1

2

3

4

5

6

7


49

Do you have any preferred flavours?

Participant Mint Strong Mint Mild Mint Non-Mint

1

2

3

4

5

6

7

Do you like the pump mechanism?

Participant Yes No No interest in trying

1

2

3

4

5

6

7

What brand comes to mind when you think of toothbrush?

Participant Oral-B Colgate Sensodyne Others

1

2

3

4

5

6

7

Looking at these 2 sample toothbrushes, which one do you think is better?

Participant Oral-B (more complex looking) Colgate (plain)

1

2

3

4

5

6

7


50

Will you pay £3.5 for product one after learning that product is 1/3 the price?

Participant Yes No

1

2

3

4

5

6

7

Just looking at the product names, which one do you prefer?

Participant Plax Mouthwash Multi Protection

Multi-Protection Mouthwash

Total Care Mouthwash

1

2

3

4

5

6

7

Now looking at the product, which one do you prefer?

Participant Colgate Plax Mouthwash Multi

Protection

Oral-B Multi-Protection

Mouthwash


1

2

3

4

5

6

7

Ignoring the purple colours, which one do you prefer?


Protection


Mouthwash


1

2

3

4

5

6

7


51

Which product looks more clinical, something you will see in a dentist’s lab?


Protection


Mouthwash


1

2

3

4

5

6

7

Which form of oral care product advertisement do you come across most of the time?

Participant TV Internet In-store Print media

1

2

3

4

5

6

7

What brand comes to mind when you hear the word toothpaste?

Participant Colgate Oral-B Sensodyne Others

1

2

3

4

5

6

7

How often do you visit a dentist?

Participant Once in 6 months Once a year <Once a year

1

2

3

4

5

6

7


52

Did the dentist recommend any oral care product brands?

Participant Yes No

1

2

3

4

5

6

7

If your dentist recommends a brand, will you buy it?

Participant Yes No

1

2

3

4

5

6

7

If you only saw products in your dentist’s office, but without his active recommendation.

Will you buy it?

Participant Yes No

1

2

3

4

5

6

7

Which of these advertisements interests you?

Participant Oral B Colgate Sensodyne Listerine

1

2

3

4

5

6

7


53

Which of these advertisements interests you (Cross-Tabulation)?

Participant Oral B Colgate Sensodyne Listerine

Males 3 0 0 3

Females 3 0 1 0

Will you be interested in switching to the product which has an interesting advertisement?

Participant Yes No

1

2

3

4

5

6

7

What will make you switch brand?

Participant Peer recommendation

Effects seen on

peers

Price Advertisement Dentist Recommendation

1

2

3

4

5

6

7

What will make you switch brand? (Cross-Tabulation)

Participant Peer recommendation

Effects seen on

peers

Price Advertisement Dentist Recommendation

Males 0 3 0 0 3

Females 0 3 1 0 4


54

How much do you usually pay for toothpaste?

Participant <£1.5 £1.5 - £3 £3 - £4.5 >£4.5

1

2

3

4

5

6

7

Will you be willing to spend more on toothpaste if you have more disposable income?

Participant Yes No

1

2

3

4

5

6

7

Do you think more expensive toothpaste will come with better functionalities?

Participant Yes No

1

2

3

4

5

6

7

How much do you spend on toothbrush?

Participant <£1.5 £1.5 - £3.5 >£3.5

1

2

3

4

5

6

7


55

How much do you spend on toothbrush?

Participant <£1.5 £1.5 - £3.5 >£3.5

1

2

3

4

5

6

7

Will you spend more on toothbrush if you have more disposable income?

Participant Yes No

1

2

3

4

5

6

7

How much do you spend on mouthwash?

Participant <£1.5 £1.5 - £3.5 >£3.5

1

2

3

4

5

6

7

Will you spend more on mouthwash if you have more disposable income?

Participant Yes No

1

2

3 NA NA

4

5

6

7


56

Are you willing to use different brands for mouthwash and toothpaste?

Participant Yes No

1

2

3 NA NA

4

5

6

7

Why is there a mixture of brands?

Participant Price concerns Quality concerns >£3.5

1

2

3 NA NA NA

4

5

6

7

If Oral-B offers a package for toothpaste and mouthwash at a promotional price, will you buy it?

Participant Yes No

1

2

3

4

5

6

7


57

3. Appendix 3 – Group Members’ Personal Experience Records

Amy Scott’s Personal Experience Record

Item Frequency

(For 2

Weeks)

Brand Do you want to:

Keep it? Change it? Recommend

it to others?

Cleansing Pads 8 Skin Wisdom Yes No No

Facial Tissue 14 Asda Yes No No

Shampoo 10 Herbal Essences Yes No Yes

Body Wash 16 Palmolive honey Yes No Yes

Soap 53 Palmolive No Yes No

Conditioner 10 Herbal Essences Yes No Yes

Razors 6 Bic Yes No No

Shaving Cream NA

After Shave NA

Colognes 8 1881Cerruti Yes No Yes

Deodorant 20 Nivea Yes No No

Skin Cream 28 Simple

Moisturiser

Yes No No

Lotion 16 Vaseline / Nivea Yes No Yes

Mouthwash NA

Toothbrush 32 Colgate No Yes No

Toothpaste 32 Colgate Yes No No

Other: Floss 7 Asda No Yes No

Other: Eye

makeup remover

8 Garnier Yes No No


58

Angeline Tjandra’s Personal Experience Record

Item Frequency

(For 2

Weeks)



it to others?

Cleansing Pads 28 Body Shop Yes No No

Facial Tissue 28 Kleenex Yes No No

Shampoo 7 L’oreal Yes No Yes

Body Wash 14 Body Shop Yes No Yes

Soap 24 Marks &

Spencer

Yes No Yes

Conditioner 7 L’oreal Yes No Yes

Razors NA

Shaving Cream NA

After Shave NA

Colognes 14 Body Shop Yes No Yes

Deodorant NA

Skin Cream 28 Body Shop Yes No Yes

Lotion 14 Body Shop Yes No Yes

Mouthwash 7 Listerine Yes No No

Toothbrush 28 Pepsodent Yes No No

Toothpaste 28 Sensodyne No Yes No

Other: facial wash 28 Olay No Yes No

Other: facial

toner

28 Olay Yes No No

Other: hair spray

(vitamin)

7 L’oreal Yes No Yes


59

Chen Chen’s Personal Experience Record

Item Frequency

(For 2

Weeks)



it to others?

Cleansing Pads NA


Shampoo 28 Body Shop Yes No No

Body Wash 28 Body Shop Yes No No

Soap 28 Body Shop Yes No No

Conditioner NA

Razors 2 Gilette Yes No No

Shaving Cream NA

After Shave 2 Calvin Klein Yes No No

Colognes 8 Ralph Lauren Yes No Yes

Deodorant 14 Nivea Yes No No

Skin Cream NA

Lotion NA


Toothbrush 28 Oral-B Yes No No

Toothpaste 28 Colgate No Yes No


60

Christie Woodhouse’s Personal Experience Record

Item Frequency

(For 2

Weeks)



it to others?

Cleansing Pads 28 Johnson Baby Wipes Yes No Yes

Facial Tissue NA

Shampoo 16 Herbal Essences Yes No Yes

Body Wash 16 Imperial Leather Yes No Yes

Soap 53 Imperial Leather Yes No Yes

Conditioner 16 Herbal Essences Yes No Yes

Razors 14 Bic Yes No Yes

Shaving Cream NA

After Shave NA

Colognes 28 Paco Rabanne Yes No Yes

Deodorant 28 Nivea Yes No Yes

Skin Cream 42 E45 Yes No Yes

Lotion NA

Mouthwash 28 Listerine Yes No Yes

Toothbrush 31 Colgate Yes No Yes

Toothpaste 31 Colgate Yes No Yes


61

Kenneth Kan’s Personal Experience Record

Item Frequency

(For 2

Weeks)



it to others?

Cleansing Pads NA

Facial Tissue 14 Tesco No Yes No

Shampoo 14 Head & Shoulders Yes No No

Body Wash 14 Original Source Yes No Yes

Soap NA

Conditioner NA

Razors 7 Gillette Yes No No

Shaving Cream NA

After Shave NA

Colognes 14 Ermenegildo

Zegna

Yes No Yes

Deodorant NA

Skin Cream NA

Lotion NA


Toothbrush 28 Oral B Yes No Yes



62

Mike Ho’s Personal Experience Record

Item Frequency

(For 2

Weeks)



it to others?

Cleansing Pads NA

Facial Tissue NA

Shampoo 14 Dove Yes No Yes

Body Wash 14 Johnson Baby Yes No Yes

Soap NA

Conditioner NA

Razors NA

Shaving Cream NA

After Shave NA

Colognes NA

Deodorant NA

Skin Cream NA

Lotion NA


Toothbrush 28 Colgate Yes No Yes



63

Roxanne Tuck’s Personal Experience Record

Item Frequency

(For 2

Weeks)


Keep it? Change it? Recommend it

to others?

Cleansing Pads 24 Johnson Baby Wipes Yes No Yes

Facial Tissue NA

Shampoo 8 Pantene Pro-V Yes No Yes

Body Wash 8 Soap and Glory Yes No Yes

Soap 80 Palmolive

Catering Soap

Yes

No

No

Yes

No

No

Conditioner 8 Pantene Pro-V Yes No Yes

Razors 5 Gillette Venus Yes No Yes

Shaving Cream 5 Gillette Yes No Yes

After Shave NA

Colognes 3 Marc Jacobs - Daisy Yes No Yes

Deodorant 14 Dove Yes No Yes

Skin Cream 18 Clarins Yes No Yes

Lotion 8 Bio-Oil Yes No Yes


Toothbrush 24 Oral B Yes No Yes

Toothpaste 24 Sensodyne Yes No Yes


64

Tiezheng Yuan’s Personal Experience Record

Item Frequency

(For 2

Weeks)



it to others?

Cleansing Pads NA


Shampoo 14 Pantene Yes No No

Body Wash 14 Body Shop Yes No No

Soap 14 Marks & Spencer Yes No No

Conditioner NA

Razors 14 Gilette Yes No Yes

Shaving Cream 14 Nivea Yes No No

After Shave NA

Colognes 14 Burberry Sport Yes No Yes

Deodorant NA

Skin Cream NA

Lotion NA


Toothbrush 28 Oral-B Yes No No

Toothpaste 28 Colgate Yes No No

Documents

UNDERSTANDING CONSUMER PURCHASING BEHAVIOUR AND CONSUMPTION IN THE ORAL CARE PRODUCT INDUSTRY (1)