P&G Case Brief
P&G Case Brief
P&G Case Brief
Scope
Page 1 of 2
Exhibit 1
Detailed buying behavior:
Furthermore, market can be segmented according to the frequency of usage:
a) heavy users (once per day or more) 40%
b) medium users (two to six times per week) 45%
c) light users (less than once per week) 15%
Most important reasons for usage of mouthwash are as follows:
a) It is part of my basic oral hygiene 40%
b) It gets rid of bad breath 40%
c) It kills germs 30%
d) It makes me feel more confident 20%
e) To avoid offending others 25%
Page 2 of 2