A survey of consumers in Singapore found that Colgate toothpaste is considered one of the best value for money brands on the Singaporean market.
The Best Buy Award survey of 1,200 Singaporean citizens was conducted by the Swiss market research firm ICERTIAS with the aim of assessing consumer satisfaction with the price-quality ratio of marketed products and services.
The research covered 70 different product categories in sectors such as cosmetics, food, footwear, clothing, home appliances, telecommunications, and finance.
The questions in the Best Buy Award research survey were open-ended. Respondents could freely state the names of products and service providers that, based on their experiences, offered the best price-quality ratio on the market.
For example, respondents for the breakfast cereals category were asked the following question: “Which breakfast cereal in your personal experience offers the best price quality ratio on the Singaporean market:” Most examinees answered this question with “Nestle”.
First-place winners in the other researched categories included Colgate (toothpaste) Singtel (mobile network operator), Samsung (smartphone), Toyota (family cars), Magnolia (milk), Tiger (beer), Ariel (laundry detergent) and Peel Fresh (fruit juice).
Colgate Singapore is currently running a campaign to promote its toothpaste as a ‘Sugar Acid Neutralizer’. The campaign emphasizes that sugar, found commonly in fruit smoothies, bread and wine as well as sweets and fizzy drinks, is the leading cause of cavities. The toothpaste has been promoted via an educational video illustrating the capacity of Colgate toothpaste to reduce PH levels in the mouth.
Previous campaigns have focused on combating tooth decay in children, using a statistic from the Journal of Singapore Dental Association that 20 percent of children have had as many as four decayed teeth.The Best Buy Award research does not measure brand equity or market share.
The customers’ experiences, opinions, satisfaction, and perceptions are exclusively used to gauge the price-quality ratio of goods and services on the market based on their personal experiences.
The survey was conducted in February 2015 using a web questionnaire form that followed the Computer Assisted Web Interviewing – Deep Mind Awareness (CAWI – DEEPMA) method.
