Consumer Buying Behavior Towards Toothpaste

Presented By Muhammad Gufran

Zain Ul AbideenSamad A. Pirzada

IntroductionToday 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

Just as the body needs to be washed thoroughly every day, the teeth used to bite food that keeps the body alive, need to be cleaned properly to achieve proper oral hygiene

The story of toothpaste is one of the classical cases of attitude change. Apart from turning everybody into toothpaste users, the various attributes of the product is getting the consumers changing with every new brand

Objectives1. To examine the Demographic factors

influencing purchase decisions.

2. To examine the consumer awareness of toothpaste.

3. To find out how promotional schemes are influencing the consumers.

4. To examine how the product attributes influencing the consumer buying toothpaste.

5. To analyse what’s the reason so they switch to other brand

Scope of the Project

The scope of the study covers almost all categories of toothpaste.

The whole evaluation of toothpaste of customer

satisfaction considered by attributes offered by toothpaste manufactures.

Any substitutes of toothpaste like use of herbs,

mouthwash or powders will not be considered.

Rationale of the Project

The Behavior of consumption of toothpaste in twins city

How much people are getting attached with toothpaste brand by seeing the advertisement

If they switch to brand what's the reason beyond it

Research Methodology

Descriptive research can be either quantitative or qualitative.

We conducted quantitative research

The three methods available for quantitative research are

Observation method Survey method

Experiment method.

We have chosen Survey method for our research

PopulationPopulation of our survey is the people of twins city

Sampling TechniqueThe researcher in carrying out this research adopted the most appropriate sampling technique for research that is the simple random technique

Sample Size

We have taken 50 samples randomly from the total population

Instrument of Survey For collecting primary data, method used is questionnaire

Questionnaire A questionnaire includes a number of questions, printed in proper sequence, for presenting to respondents for their

answers.

Each question is contributing to research objectives

Questionnaire was designed with most of closed ended questions and only few open ended question

Results of our Survey

Demographic Variables

Male50%

Female50%

Gender

15-188%

18-2564%

25-3014%

Above 3014%

Age

Below 100008%

10000-1500014%

15000-2000016%

Above 2000062%

Monthly Income ( Family )

Student52%

Professional22%

Housewife14%

Businessman12%

Occupation

Matriculation6%

HSSC16%

Bachelors30%

Masters48%

Education Qualification

Yes98%

No2%

Toothpaste usage

Once42%

Twice54%

Thrice4%

Consumer Brushing Pattern

Once30%

Two50%

More than two20%

Frequency of Purchase

Colgate38%

Close up24%

Pepsodent14%

Medicam12%

Others12%

Most Preferred Brand of toothpaste

One24%

Two34%

More than two42%

No. of brands use so far

Price48%Availibilty

36%

Packing8%

Others8%

Factors make you buy toothpaste

Quality44%

Flavor32%

Brand 22%

Other2%

Most preferred buying factor

Healthy teeth & gums

30%

Long lasting freshness

26%

Prevent of tooth decay

8%

Whiteness28%

Use of herbs8%

Attribute most preferable for you selecting toothpaste

Parents34%

Friends31%

Kids2%

Spouse8%

Self25%

Influenced while purchasing toothpaste

Advertisement58%

Celebrity20%

Banner2%

Others20%

Promotion you get attached

Gift18%

Discount14%

Extra quantity28%

Price off16%

Others24%

Promotional tool makes you buy toothpaste

0

2

4

6

8

10

12

14

16

18

20

14 3 3

14

19

6

For which reasons you switch to other brand

Conclusions

This study revealed that consumer awareness of toothpaste is more in Twins city

Creating the awareness is a part of social responsibility of the company

Manufactures have used advertising campaigns to promote higher consumption of toothpaste

Product attribute also analyzed by the consumer for deciding a brand

Switching of one product to other company product is mainly based on advertisement, brand name, packaging availability, and price rise, etc.