Overview

This study examines and compares consumer behaviour towards Colgate and Pepsodent, two leading toothpaste brands in India. The objective is to understand consumer preferences, buying behaviour, brand perception, and factors influencing the choice between these brands.The study finds that brand awareness is very high for both Colgate and Pepsodent, mainly due to long-standing market presence and strong advertising strategies. Colgate is widely perceived as a trustworthy and family-oriented brand, often recommended by dentists, which strengthens consumer confidence and loyalty. On the other hand, Pepsodent is commonly associated with germ protection and oral health benefits, appealing particularly to health-conscious consumers.Quality, price, availability, and promotional offers are the major factors influencing purchase decisions. Many consumers prefer Colgate for daily use due to its mild taste and long-term reliability, while Pepsodent attracts consumers through its emphasis on cavity protection and active ingredients.

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