colgate superb

8/13/2019 Colgate Superb

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EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

OF COLGATE TOOTHPASTE

INTRODUCTION

Oral Care

The oral care market can be segregated into toothpaste (60%), toothpowder (23%) andtoothbrushes (17%) !hile 60% o" toothpaste is sold on the "amil# plat"orm, around 3$% is soldon cosmetic propositions n the other hand, while toothpowder accounts "or $2% o" the market,red toothpowder accounts "or &0% and black toothpowder accounts '% The penetration leel o"toothpastepowder in urban areas is 3* that in the rural areas Traditional materials such as neemand tobacco are popular "or cleaning in the rural areas, +reuenc# o" usage "or toothpaste is onl#

1$ times among other consumers, compared with 2 times in the deeloped world -er capitaconsumption o" toothpaste is onl# 70 gm compared with 300 gm in .urope and 1$0 gm inThailand/ien the low per capita consumption and penetration rates, toothpaste demand is mainl# beingdrien b# the oerall market growth o" '10% The rural segment is also driing toothpowdergrowth

Indian Oral Care Market

an# people in ndia still clean their teeth with traditional products like 4eemtwigs, salt, ash, tobacco or other herbal ingredients

5erage all ndia per capita consumption o" toothpaste is a dismal '2gms

The dentist to population ratio is a criticall# low 13$000 in the countr# Thisresults in low oral h#giene consciousness and widespread dental diseases

ess than 1$% o" the ndian toothpaste users brush twice a da#

The toothpaste market grew at a 85/9 o" 7'% between 1::$2000 ;ut in 2001 the marketgrew b# onl# &%

8olgate and abur are the leading pla#ers sharing between them7$% o" the market

ABEDA INAMDAR SENIOR COLEGE Page 1


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-enetration o" toothpowder in the urban areas has been declining, as more andmore consumers switch "rom powders to paste

;rand lo#alt# is uite high "or toothpastes, but is e?tremel# low "or toothbrushes

10 #ears ago the most e?pensie toothbrush was priced at 9s& Toda# one canalso bu# a toothbrush priced at 9s:::@



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OBJECTIVE AND SCOPE

Title of the Project

n toda#As world customer is the ke# o" the success o" an# business Bo, 8ustomer behaior andits satis"action leel pla# a ke# role in the sale o" the product ThatAs wh# we decided to keep theproCect title related to this ke# "actor called DStd! on con"#er $!in% $eha&ior and"ati"faction le&el for Col%ate Tooth'a"te" (ith reference to Pne Cit!)*

ain purpose o" the stud# was to know the customer bu#ing behaior and demand into theminds o" customers o" -une cit# because alwa#s customers sa# something and do something 5tthe same time as there are man# companies competing "or the same, that the customer is made tothink about what, how, and "or whom to purchase the -roduct

Therefore, reear!h " re#$"re% &o 'ea$re (ree)& !o)$'er *$+")g*eha"or a& &he ($r!hae of Co-ga&e &oo&h(a&e. So &he reear!her (ro*-e'" &o "%e)&"f+ /ha& are &he !r"&er"a &ha& (ro(e!&"e !$&o'er &a0e ")&o!o)"%era&"o) *efore *$+")g &he 'o&or!+!-e. A-o af&er ($r!ha")g, are &he!$&o'er *e")g a&"f"e% or )o&

ABEDA INAMDAR SENIOR COLEGE Page


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OBJECTIVE O+ T,E STUD-

To know market position o" 8olgate toothpastes

To know consumer behaior "or the purchase o" toothpastes

To identi"# the "actor which in"luences on consumer decision

To "ind the most use"ul medium in the selling o" toothpastes

To stud# the satis"action leel o" consumers

denti"#ing possible areas o" mproement



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SCOPE O+ T,E STUD-

,o( ,#an" Think. +eel. and Act in the Market'lace

5t this er# minute, thousands o" marketers are pitching their products to millions o" consumersaround the world +rom call centers and in mall stores, on e;a# and in media placements, inblogs, and through popups and podcasts


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/IMITATIONS O+ T,E STUD-

9esearch work was carried out in 8amp 5rea o" -une cit# o" aharashtra onl# so the "indingsma# not be applicable to the other parts o" the countr# because o" social and cultural di""erences

The sample was collected using coneniencesampling techniues 5s such result ma# notgie an e?act representation o" the population

Bhortage o" time is also reason "or incomprehensieness

The iews o" the people are biased there"ore it ma# not be re"lecting true picture



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OR0ANISATIONA/ PRO+I/E

COMPAN- PRO+I/E

,ISTOR- IN VIE1 O+ T,E CEO O+ CO/0ATE 2 Mr* IAN COO3

It4" #! 'lea"re to (elco#e !o to the (orld of Col%ate5Pal#oli&e*The small soap and

candle business that !illiam 8olgate began in 4ew Hork 8it# earl# in the 1:th centur# is now,

more than 200 #ears later, a trul# global compan# sering hundreds o" millions o" consumers

worldwide

ur 200#ear histor# re"lects the strength and innoation that 8olgate people hae used to

constantl# trans"orm our 8ompan# and identi"# new opportunities !ith global brands sold in

oer 200 countriesI 8olgate, ennen, -almolie, 5Ca?, Bo"tsoap, and


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5s a leading consumer products compan# we are also deepl# committed to adancing

technolog# which can address changing consumer needs throughout the world n "act, our goal

is to use our technolog# to create products that will continue to improe the ualit# o" li"e "or our

consumers whereer the# lie

5s a success"ul business, we are "ocused on achieing the consistent growth reuired to continue

our global success and to make us an een stronger compan# !e beliee this is the best wa# to

bene"it our consumers, our people and our shareholders

K.95


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8olgate-almolie has long been in "ierce competition with -rocter M /amble, the worldJslargest soap and detergentmaker -M/ introduced its Tidelaundr# detergentshortl# a"ter !orld!ar , and thousands o" consumers turned "rom 8olgateJs soaps to the new product 8olgate lostits number one place in the toothpaste market when -M/ started putting "luoride in itstoothpaste n the beginning o" teleision, L8olgate-almolieL wished to compete with -rocter

M /ambleas a sponsor o"soap operas 5lthough the compan# sponsored man# shows in part,the# "ull# sponsored the serial The Doctors

/eorge #namo, 5rctic -ower, 5;8, 8old-ower and +resh Btart, as well as the license o" the 5Ca? brand "or laundr# detergents in the QB,8anada and -uerto 9ico, to -hoeni? ;rands, 8 as part o" their plan to "ocus on their highermargin oral, personal, and pet care productsN6O

n 2006, 8olgate-almolie announced the intended acuisition o" TomJs o" aine, a leadingmaker o" natural toothpaste, "or QB S100 million TomJs o" aine was "ounded b# Tom 8happellin 1:70

Toda#, 8olgate has numerous subsidiar# organisations spanning 200 countries, but it is publicl#listed in onl# two, the Qnited Btatesand ndia

n Pune 2007, counter"eit 8olgate toothpaste imported "rom 8hinawas "ound to be contaminatedwith dieth#lene gl#col, and seeral people in eastern QB reported e?periencing headachesandpain a"ter using the productN7O The tainted products can be identi"ied b# the claim to bemanu"actured in Bouth 5"rica b# 8olgate-almolie Bouth 5"rica T>, the# are $o=100mltubes (a si=e which 8olgate does not sell in the Qnited Btates) and the tubespackaging containnumerous misspellings on their labels 8olgate-almolie claims that the# do not import their

products "rom Bouth 5"rica into the Qnited Btates or 8anada and that >./ is neer and wasneer used in an# o" their products an#where in the world The counter"eitproducts were "oundin smaller Lmom and popL stores, dollar stores and discount stores in at least "our states

Edcational and co##nit! in&ol&e#ent

http://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Soaphttp://en.wikipedia.org/wiki/Detergenthttp://en.wikipedia.org/wiki/Tide_(brand)http://en.wikipedia.org/wiki/Laundry_detergenthttp://en.wikipedia.org/wiki/World_War_IIhttp://en.wikipedia.org/wiki/World_War_IIhttp://en.wikipedia.org/wiki/Toothpastehttp://en.wikipedia.org/wiki/Fluoridehttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Soap_operahttp://en.wikipedia.org/wiki/The_Doctors_(1963_TV_series)http://en.wikipedia.org/wiki/The_Doctors_(1963_TV_series)http://en.wikipedia.org/wiki/George_Henry_Leschhttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Chairman_of_the_boardhttp://en.wikipedia.org/wiki/Colgate-Palmolive#cite_note-5http://en.wikipedia.org/wiki/Colgate-Palmolive#cite_note-5http://en.wikipedia.org/wiki/Tom's_of_Mainehttp://en.wikipedia.org/wiki/Tom_Chappellhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Diethylene_glycolhttp://en.wikipedia.org/wiki/Headacheshttp://en.wikipedia.org/wiki/Painhttp://en.wikipedia.org/wiki/Colgate-Palmolive#cite_note-6http://en.wikipedia.org/wiki/South_Africahttp://en.wikipedia.org/wiki/Counterfeithttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Soaphttp://en.wikipedia.org/wiki/Detergenthttp://en.wikipedia.org/wiki/Tide_(brand)http://en.wikipedia.org/wiki/Laundry_detergenthttp://en.wikipedia.org/wiki/World_War_IIhttp://en.wikipedia.org/wiki/World_War_IIhttp://en.wikipedia.org/wiki/Toothpastehttp://en.wikipedia.org/wiki/Fluoridehttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Soap_operahttp://en.wikipedia.org/wiki/The_Doctors_(1963_TV_series)http://en.wikipedia.org/wiki/George_Henry_Leschhttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Chairman_of_the_boardhttp://en.wikipedia.org/wiki/Colgate-Palmolive#cite_note-5http://en.wikipedia.org/wiki/Tom's_of_Mainehttp://en.wikipedia.org/wiki/Tom_Chappellhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Diethylene_glycolhttp://en.wikipedia.org/wiki/Headacheshttp://en.wikipedia.org/wiki/Painhttp://en.wikipedia.org/wiki/Colgate-Palmolive#cite_note-6http://en.wikipedia.org/wiki/South_Africahttp://en.wikipedia.org/wiki/Counterfeit


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n 1':0, adison Qniersit# in 4ew Hork Btate was renamed 8olgate Qniersit#in honor o"the 8olgate "amil# "ollowing decades o" "inancial support and inolement N:O

The 8olgate-almolie 8ompan# has sponsored a nonpro"ittrack meet open to women o" allages This eent is called the 8olgate !omenJs /amesThe 8olgate !omenJs /ames is the

nationJs largest amateur track series open to all girls "rom elementar# school through college


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8olgate >ental 8ream

8olgate a? +resh

8olgate 5ctie Balt

http://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/DentalCream.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/ColgateMaxFreshGel/HomePage.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/ColgateActiveSalt.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/DentalCream.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/ColgateMaxFreshGel/HomePage.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/ColgateActiveSalt.cvsp


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8olgate Total 12

8olgate Bensitie

8olgate Rids

http://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/Total12.cvsphttp://www.colgate.co.in/app/ColgateSensitiveNew/IN/Colgate-Sensitive-Toothpaste.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/KidsToothPaste.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/Total12.cvsphttp://www.colgate.co.in/app/ColgateSensitiveNew/IN/Colgate-Sensitive-Toothpaste.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/KidsToothPaste.cvsp


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8olgate


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8olgate +resh .nerg# /el

8olgate a?white

http://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/FreshEnergyGel.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/ColgateMaxwhite.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/FreshEnergyGel.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/ColgateMaxwhite.cvsp


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Tooth$r"he"

8olgate assager

8olgate 4aigator -lus

http://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/ColgateMassager.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/NavigatorPlus.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/ColgateMassager.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/NavigatorPlus.cvsp


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8olgate 360 5cti+le?

8olgate .?tra 8lean

http://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/Colgate360Actiflex.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/ExtraClean.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/Colgate360Actiflex.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/ExtraClean.cvsp


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8olgate .?tra 8lean /um 8are

8olgate Bensitie Toothbrush

http://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/ExtraCleanGumCare.cvsphttp://www.colgate.co.in/app/ColgateSensitiveNew/IN/Colgate-Sensitive-Toothbrush.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/ExtraCleanGumCare.cvsphttp://www.colgate.co.in/app/ColgateSensitiveNew/IN/Colgate-Sensitive-Toothbrush.cvsp


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8olgate 360 Toothbrush

8olgate Uig Uag

http://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/Colgate360.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/ZigZag.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/Colgate360.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothBrushes/ZigZag.cvsp


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Tooth'o(der

8olgate Buper 9akshak

Moth(a"h

8olgate -la?

http://www.colgate.co.in/app/Colgate/IN/OralCare/Toothpowder.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/Toothpowder/Toothpowder.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/Mouthwash.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/Mouthwash/ColgatePlax.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/Toothpowder.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/Toothpowder/Toothpowder.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/Mouthwash.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/Mouthwash/ColgatePlax.cvsp


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MAR3ET S,ARE



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A1ARDS



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T,EOROTICA/ PROSPECTIVE

5nal#=ing 8onsumer ;ehaior

+58T9B 4+Q.484/ 84BQ.9 ;.


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B85 +58T9B 9e"erence groups +amil# 9oles M statuses

PERSONA/ +ACTORS2 5ge and i"e8#cle Btage ccupation .conomic 8ircumstances i"est#le -ersonalit# M Bel"concept

PS-C,O/O0ICA/ +ACTORS

otiation earning -erception

;elie"s M 5ttitudes



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B!in% Role"

INITIATOR The "irst person to suggest the idea o" bu#ing

INFL!NC!R 5 person whose iews impact the bu#ing decision

D!CID!R The person who decides on what, when M where to bu# the product or serice

B"!R The actual purchaser

#!R The person who usesconsumes the product or serice

T.8B4 -98.BB



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-roblemneed 9ecognition n"ormation Bearch .aluation " 5lternaties -urchase >ecision

-ost purchase ;ehaior

-9;. 4..> 9.8/4T4 +rom nternal BtimuliHunger ThirstFear +rom .?ternal BtimuliNeighbor$s Purchases

A%vertisements&in%o' #ho((ingNe's(a(ers ) *aga+ines

IN+ORMATION SEARC,

+rom -ersonal BourcesFamil,Frien%sNeighborsAcquaintances

+rom 8ommercial BourcesA%vertisementsDealers #ales(ersonsPac-agingDis(la,s +rom -ublic Bources*ass *e%ia

Chambers o. Commerce Consumer Rating *aga+ines

+rom .?periential Bources



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Han%ling the Pro%uct!/amining the Pro%uct sing the Pro%uct

PURC,ASE DECISION

Interferin% +actor"2Attitu%es o. Others

pposing and intenseopinions o" "amil# members, close "riendsand acuaintances

nantici(ate% situational .actors8hanges in income, Cob trans"er, loss o"

emplo#ment, change o" priorit# egsudden pa#ment o" educational "ees etc

POST PURC,ASE BE,AVIOR

Po"t 'rcha"e Sati"faction20ee( the Pro%uct #tore the Pro%uct Convert to a #econ% se Po"t 'rcha"e Di""ati"faction Tr, to return the (ro%uct1ta-e legal recourseRent it 2et ri% o. it1Thro' it

MET,ODO/O0- 6 PROCEDURE



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Re"earch de"i%n

5 research design is the detailed blue print used to guide a research stud# towards its obCecties

t helps to collect, measure and anal#sis o" dataThe present stud# seeks to "ind out the consumers attitude towards bu#ing o" bike The stud#also aims at "indings out the drawbacks o" the marketing set up o"


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Sorce" of Data

Secondar! Sorce

n this stud# the secondar# data is collected "rom the "ollowing sources

1 8ompan#As website

2 9eports o" 8ompan#

3 >iscussion with marketing and sales sta""

& ;ooks on arketing and 9esearch methodolog#

Pri#ar! Sorce

The -rimar# source o" collecting data "or research isVuestionnaire "illed b# the customers o" Toothpaste indust# WThe common man

PRIMAR- DATA CO//ECTION

Re"earch Techni8e



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n this stud# the Dsure# method is used as a research techniue This method helps to obtainright in"ormation "rom respondents

Contact Method

n this stud# D-ersonal .?it interiew it is taken as a tool "or the contact method n which the personal interiew is conducted with customers o" !estside

SAMP/IN0 P/AN

Bampling is a process o" obtaining The in"ormation about the entire population b# e?amine apart o" it The e""ectieness o" the research depends on the sample si=e selected "or the sure#purpose



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9A: Po'lation25

The sure# was conducted in -une cit#

9B:Sa#'lin% Unit25

t means D!ho is to be sure#ed


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+or the purpose o" proper sure#, there is need o" per"ect research instruments to "ind out samplesi=e "or more accurate result about bu#ing behaior o" bike The sample si=e is 100 respondents

9D: Sa#'le Ele#ent

The sample element o" research is customer o" toothpastes, the common population

9E: Sa#'le E


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ABEDA INAMDAR SENIOR COLEGE Page


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+orms o" 5dertisement +ollowed



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Attri$te" to choo"e a $rand2

+INDIN0S. IN+ERENCES. RECOMMENDATION

Major +indin%"



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The oer all conclusion deried "rom this stud# is that the Col%ate tooth'a"teind"tr! enCo#s a er# good M strong position in ndian market, as such toothpaste is one o"most demanded M necessar# goods o" da# to da# use without which urban ndians will "ind itreall# di""icult to clean their tooth 9ural people can surie without it, but when it comes to theoral h#giene use o" toothpaste is adisable b# doctors also

.er# section o" the societ# whether it is middle, upper middle or higher segment uses toothpasteespeciall# in urban areas ;asicall# as per the research it is "ound that the maCor section o" the#outh population uses one or the other toothpaste in which "reshness, protection against toothdeca# and whitening is maCor attributes "or him

id ualit# toothpaste has maCor market share in urban areas Bome medicinal toothpaste like.mo"orm, Beneuel+, etc are also attracting customers 5t the same time herbal paste as well asbrand sold through direct marketing like 98, /lister etc also penetrating the market

The maCor aspect o" consumer bu#ing behaior in terms o" promotional

bene"its which came into being a"ter this research is that i" the consumers are satis"ied with theualit# M other maCor aspects o" the respectie commodit#, some small bene"its or schemes arenot going to distract them with their ;rand lo#alt#

5s such in this stud# it is "ound that although consumers are not satis"ied M not haing properknowledge about arious promotional schemes o" their toothpaste, but still the# are satis"ied,want to continue M recommend the same brand to others too

This oer all stud# reeals the "act that it is the "unctionalit# in terms o" e""icienc# Me""ectieness o" the product which oerall a""ects the consumer purchase decisionmaking brandpromotion, adertisements celebrit# endorsement onl# can not attract a consumer Bo the

marketer should use more e""ectie tools to communicate the same to its target customers apart"rom attracting "or additional bene"its M o""ers

CONC/USION

Col%ate hold" the "tron%e"t Po"ition in the Indian Market

Peo'le" $eha&ior to(ard" choice of tooth'a"te i" &olatile a" 'er chan%e



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Con"#er deci"ion i" lar%el! inflenced a" 'er 8alit!. 'ackin% andre'tation

T*V* ad&erti"e#ent "er&e a" a $e"t #edi# of "ellin% tooth'a"te

C"to#er "ati"faction i" 'ro&ided

7UESTIONAIRE

4ame

5ge

ccupation



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Be? ale +emale

1)!hat mode do #ou use "or cleaning #our teethE

a) Toothpaste b) Toothpowder c) >atun(Btick) d) thers

2) !hich 8ompan#Gs toothpaste do #ou useE

a)8olgate b)abur

3)Hour reason "or a particular brand pre"erence E

a)packaging b)ualit# c)adertisement

&)!hich 8olgate toothpaste do #ou pre"erE

a)/el b)


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a)Teleision b)aga=ine c)o the ;rand 5mbassaodors 5""ect #our choice o" bu#ingE

a) Hes b) 4o

10)>oes the "act that 8olgate is approed b# ndian >ental 5ssociation in"luence #ou to bu#

colgate productsE

a) Hes b) 4o

RECOMMENDATION

The emerging #outh population is an opportunit# "or marketers5s one o" ndiaGs leading Toothpaste selling companies 8olgate has a big market to sustain andcontinue with its success"ul surial

The 8ompan# should anal#=e their strateg#, as a large percentage o" the population is not awareabout the promotion and o""ers



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LIST OF FIGURES, CHARTS, DIAGRAMS

Figure No. Illustration Page No.

1 /ender 3&

2 5ge 3$

3 ode o" 8leaning 3$



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& +orm o" 5dertisement 36

$ 5ttribute to chose brand 37

LIST OF TALES

Figure No. Illustration Page No.

1 Mar0e& Share :Va-$e; 21

2 Mar0e& Share :Vo-$'e; 21

BIB/IO0RAP,-X

-hilip Rotlar and /ar# 5rmstrong, -rinciples o" arketing, .leenth .dition, -earson -rentice


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-hilip Rotlar and Rein ane Reller, arketing anagement, .leenth .dition, -earson

-rentice ail# Btar)

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