Consumidor de pasta de dente

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Journal of Economics and Behavioral Studies
Vol. 1, No. 1, pp. 27-39, Dec 2010.
Toothpaste Brands –A Study of consumer behavior in Bangalore city
*G. Vani1, M. Ganesh Babu2, N. Panchanatham3
Professor, Acharya Institute of Technology, Solladevanahalli
2Assistant Manager, ICICI Bank, Bangalore, 129/2, AGBG Layout Chikkabanavara
3Dept Head, Dept of Business Administration, AnnamalaiUniversity, Chidambaram, Tamilnadu
*gvani3333@yahoo.co.in
1Asst.

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 changingtechnology, 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 thoughtprocess 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 newcompetencies 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 conductedby 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 adop ted
for selecting the consumers.
Key words: Consumer behavior,Toothpaste buying pattern, Toothpaste awareness, Promotion impact,
Attribute impact.
1. Introduction
Consumer behavior is stated as the behavior that consumer display in searching for, purchas ing, using,
evaluating, and disposing of products, services and ideas that they expect will satisfy their needs. The
study of consumer behavior is concerned not only with what consumers buy, but also withwhy they buy
it, when and how they buy it, and how often they buy it. It is concerned with learning the specific
meanings that products hold for consumers. Consumer research takes places at every phase of
consumption process, before the purchase, during the purchase and after the purchase. According to
Philip Kotler defined consumer behavior as “all psychological, social and physical behaviorof potential
customers as they become aware of evaluate, purchase, consume and tell other about products and
services”. The scope of consumer behavior includes not only the actual buyer and his act of buying but
also various roles played by different individuals and the influence they exert on the final purchase
decision .Individual consumer behavior is influenced by economic, social,cultural, psychological, and
personal factors.
1.1 Consumer purchase decision
A decision is the selection of an action from two or more alternative choices. Consumer decision to
purchase the goods from the available alternative choice is known as “consumer purchase decision”. The
various options of the consumer may be classified into five main types of decisions. They are what to buy,
how much to...
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