CONSUMER PREFERENCE ON TOOTHPASTE BRANDS

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CONSUMER PREFERENCE ON TOOTHPASTE BRANDS

CONSUMER PREFERENCE ON TOOTHPASTE BRANDS IN ENUGU METROPOLIS

ABSTRACT

          This study on the consumer preference for toothpaste brands in Enugu metropolis Enugu state is intended to closely understand how consumers make their brand choice.

          The objective of the study is as follows: to find out the major factors that influence consumers preference of toothpaste brands.

          To identify consumers preference for toothpaste brands.

          To determine the retail outlet preferred by consumers.

          To determine the attributes that will influence consumer to prefer one brand of toothpaste to another.

          An intensive literature review was carried out.  A convinced stratified sampling technique was used.  Questionnaire administered, out of 210 questionnaire distributed (180) completed ones were returned.

          The data from the 180 respondents were presented in tables and then analysed.  On analyzing the data, the following results were arrived at:-  it was realized that price, quality and taste which ranked 1st to 3rd are the major factors influencing consumers preference of toothpaste brands.

          It was realized that out of eight brands of toothpaste listed, 3 ranked positive to show consumers prefer them more than others.

          It was also realized that consumers prefer buying the brand of their choice in and open market followed by Kiosk, super market and lastly provision store.  And finally the major attribute consumers prefer is packaging.

TABLE OF CONTENTS

Title page                                                                                i

Approval page                                                                        ii

Dedication                                                                               iii

Acknowledgement                                                                   iv

Abstract                                                                                  v

Table of contents                                                                     vii

CHAPTER ONE

1.0     Introduction                                                                   1

1.1            Background of the study                                               1

1.2            Statement of problem                                                    6

1.3            Objective of the study                                                    6

1.4            The significance of the study                                         7

1.5            scope of the study                                                                   7

1.6            Research question                                                          9

1.7            Definition of terms                                                         10

CHAPTER TWO                  

2.0     Review of related literature                                            12     

2.1            meaning of the sample tools used                                  12

2.2            Consumer behaviour                                                     13

2.3            External Determinant of Consumer behaviour              15

2.3.1    Cultural factors                                                              15

2.3.2    Personal factors                                                             21

2.4            Psychological factors                                                     24

2.4.1    Marketing mix programme of toothpaste                      33

2.4.2    Product strategies                                                          34

2.4.3    Price strategy                                                                 35

2.4.4    Product Availability                                                      38

2.5            Adoption process and the diffusion of innovation        40

2.5.1    Adoption categories                                                       41

2.5.2    Consumer preference                                                     43

2.5.3    Brand and customer loyalty                                          45

2.5.4    Types of Brand loyalty                                                  47

2.5.5    Brand switching by customers                                       48

2.6            Summary of the related problem                                   50

CHAPTER THREE             

3.0     Research methodology                                                   52

3.1            Research Design                                                            52

3.2            Area of the study                                                           52

3.3            Population of the study                                                 53

3.4            Sample and sapling procedure                                                54

3.5            Instrumentation                                                             54

3.6            Validation of instrument                                                55

3.7            Reliability of the instrument                                          55

3.8            Method of administration of instrument                        55

3.9            Method of data analysis                                                56

CHAPTER FOUR                

4.1            Data presentation and Result                                        57

4.2            Summary of Result                                                        62

CHAPTER FIVE                  

5.1            Discussion of Results                                                    64

5.2            Conclusion                               &