Perceptual mapping of different toothpaste brands: An empirical study in Bhubaneswar market

This paper investigates how the consumers in Bhubaneswar perceive different toothpaste brands. Consumers’ perception of four brands (Colgate, Pepsodent, Closeup and Babool) was analyzed using paired comparison method. A total of 100 respondents were randomly selected at different sales outlets in Bhubaneswar city. Respondents were asked to fill up a structured questionnaire. The collected data were analyzed by Multi dimensional scaling and the perceptual map was developed. It was found that Colgate was perceived to be more as a family toothpaste where as Close up was perceived more as a freshness toothpaste as compared to other brands. It can be concluded from the study that marketers need to innovate continuously and provide multiple benefits to consumers to stay ahead of the pack.