How Dant Kanti Toothpaste Is A Preferred Consumer Choice

These days, opting for healthy, herbal and Swadeshi toothpaste is a high in Fast Moving Consumer Goods (FMCG) options. One such option, Patanjali Dant Kanti, has become a leader in the Ayurvedic toothpaste category. With other competitors being Colgate, Pepsodent, Dabur, Oral B, Sensodyne and Close Up, a study was done in Rajasthan’s Banswara District to know the consumer behaviour and satisfaction of Dant Kanti and competitors.

The start

The Indian FMCG Market is India's fourth-largest sector. It accounts for half of the market in the household and personal care segment. Patanjali Dant Kanti Toothpaste is identified for its herbal ingredients like neem, cloves and pudina, offers complete dental care and is Swadeshi.

While Colgate is India's leading toothpaste brand, other leaders include Hindustan Unilever and Dabur. Patanjali is also a leader with an 11% share of the market, and competition has also come from Ayurvedic options.

A consumer study in Anand city showed that 60% of respondents showed interest in buying Patanjali toothpaste on repeat. 46% changed from Colgate to Patanjali Toothpaste due to pricing and advertising of the Ayurvedic content in the market. The other research in Rohtak, Haryana, saw Patanjali products as Swadeshi and affordable. Product availability is the only issue.

An analytical study of Patanjali Ayurveda Ltd in India discovered that Patanjali products appeal to consumers due to the image of its brand ambassador, Baba Ramdev. The survey towards the Patanjali Loyalty Program saw huge satisfaction due to the wide range of varieties and the ability to fix medical issues.

Further Research

The present study adopts a descriptive research design since its data collection method collects more positive results. 300 samples were taken from Banswara, Rajasthan, for the data for primary results. Secondary data came from journals, websites and newspapers.

In-depth Analysis

As mentioned, the 300 samples were divided into 54 for Dant Kanti and 246 for other toothpastes. Regarding preference, Dant Kanti was 18%, and the rest consisted of 82%. About fondness towards traits while purchasing Dant Kanti Toothpaste, it was 22% for whiteness, 15% for fresh breath, 41% for Ayurvedic ingredients and 22% for fighting germs and strong teeth. The other toothpastes got 28%, 19%, 22% and 31% respectively.

In terms of decisions impacting their choice of picking Danti Kanti Toothpaste, 22% brought it by themselves, while 16% got suggestions from their spouses. 34% and 15% had parents and siblings influencing them respectively. Only 6% spoke of other reasons. On the contrary, 32% brought the other toothpastes by themselves, and 20% had their spouses suggest. Parents' choice was 26%. Siblings accounted for 13%. 9% bought for other reasons.

For brand loyalty, 89% of respondents from the Dant Kanti samples showed a high preference for Patanjali's option. For other toothpastes, the % was slightly low at 76%. Among the Danti Kanti respondents thinking highly of the brand endorser, the percentages were 58 and 19, respectively. For others, the percentages were 32 and 29, respectively.

The customer satisfaction levels for Dant Kanti were 31% highly satisfied and 36% satisfied. For others, the highly satisfied were 34% and 30% satisfied. Regarding preference towards product price and output, Dant Kanti came at 28% highly satisfied and 33% at satisfied. The other toothpastes had 35% for highly satisfied and 31% for satisfied.

The Results

The study concludes that Patanjali Dant Kanti consumers are satisfied with the product output and quality. The toothpaste's herbal nature and Baba Ramdev's endorsement are its main reasons. They are equally brand loyal and frequent buyers of Dant Kanti compared to other toothpastes. The low dissatisfaction levels speak of Patanjali offering good quality products and giving tough competition to its competitors. Patanjali Dant Kanti can capture and lead the market with its ayurvedic and Swadeshi nature without hullabaloo.