Toothpaste Brands –A Study of consumer behavior in Bangalore city

Abstract

‘Consumer is king’ –the statement carries profound truth in it. Today the success of any firm depends upon the satisfaction of consumers. For satisfying the consumers the firm should know about the behavior of the consumers. In these circumstances understanding consumer is a very difficult task because of the changing technology, innovation, and changes in life style. Researchers conducted many research in this area, and they given only few suggestion, but there is no final conclusion. As per the ideas given by the researchers, there are two factors influencing the consumers such as intrinsic and extrinsic factors. It is difficult to classify consumers by conventional demographic factors and unless their thought process and buying behavior are fully understood, decisions on product designs and packaging, branding and distribution channels are likely to be misplaced. With the inevitability of change looming large over the horizon, Indian companies must learn from their western counterparts; not only to identify the sources, timing and direction of the changes likely to affect India, but also the new competencies and perspective that will enable them to respond to these changes, comprehensively and effectively. This study mainly focus on understanding the external factors like demographic, social, cultural ,price, quality ,product attributes etc for buying toothpaste. The market share of any product is highly determined by the purchasing behavior of the consumers. Following study is conducted by the researcher to find out the behavior of the consumers, to analyze the preference of consumers, & consumer awareness. Descriptive research design was adopted and the data is collected through primary and secondary sources. The method adopted for conducting survey is questionnaire; Simple random sampling technique was adopted for selecting the consumers.

Factors influencing consumers’ choices of oral hygiene products: A cross-sectional study

“…4,14,16 The findings are in contrast to those reported by previous studies that reported a higher influence by family or parents. 4,14,17 A study reported that only 7% of the respondents in their study depended on a dentist's advice while choosing a toothbrush, 16 whereas another research reported that 9.6% of their respondents followed their dentist's advice. 14 In the present study, a higher percentage of people (33.9%) followed advice of others.…”

“…3 Consumer behavior depends on the process of deciding why, when, and how to purchase a required product from a variety of available choices. 4 The more a person believes to have subjective knowledge about a product, the more confident they would be in their buying decisions. 5 Oral health varies based on socioeconomic inequalities globally and depends on factors such as occupation, social-class, income, and education.…”

Occurrence of Oral Health Beliefs and Misconceptions Among Indian Population

“…The educated and those who have come in contact with urban life use tooth brushes. 17 In the 21 st century more than 50% the participants still depend on the cultural beliefs and taboos in curing their dental health problems. It may be attributed to the fact that the products like clove are easily available and relieve pain quickly and cleaning materials like charcoal are cost effective that are mostly used in developing countries like India.…”

Factors Influencing the Purchase Decision of Fast Moving Consumer Goods in the Rural Areas of Bangladesh: Evidence from Khulna District

“…The study found that rural consumers have an average awareness in case of shampoo, washing powder, soap, tea, toothpaste respectively, which infers that people in the rural market have on an average awareness about most of the products. But Vani, et al (2010) found that consumers are not aware of the toothpaste brands in Bangalore city where the brand image, advertising and offer play an important role in influencing as well as switching form one product to another. On the other hand Gautam & Gangal (2011) argued that 4 A"s (i.e.…”