A Study of Consumer Behaviour in Pune City Special Reference to Toothpaste

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A RESEARCH PAPER PRESENTED ON THE TOPIC
EMPIRICAL RESEARCH IN THE FIELD OF MARKETING
A STUDY OF CONSUMER BEHAVIOUR IN PUNE CITY
SPECIAL REFERENCE TO TOOTHPASTE

BY

PROF. B. S. KADAM
E mail- kadam.bansi@gmail.com ANANTRAO THOPTE COLLEGE AND RESEARCH CENTRE BHOR
PUNE- 412 206
MAHARASHTRA STATE

EMPIRICAL RESEARCHES IN THE FIELD OF MARKTING

A STUDY OF CONSUMER BEHAVIOUR IN PUNE CITY
SPECIAL REFERENCE TO TOOTHPASTE

TABLE OF CONTENTS

SR.NO.| CNTENTS | PAGE NO.|
1| Abstract| 3|
2| Introduction| 4|
3| Meaning| 5|
4| History| 5|
5| Review of literature| 7|
6| Objectives of study| 8|
7| Hypothesis| 8|
8| Research methodology| 9|
9| Limitation of the study| 9|
10| Data analysis and interpretation| 10|
11| Findings of the study| 24|
12| Conclusions and suggestions| 25|
13| Bibliography| 26|

ABSTRCT:- In modern days competitive world, consumers are important. Consumers’ satisfaction and delighting is also important for the success of business. The study of consumers’ is needed in the globalized world. In this environment the study of consumer is difficult because of the changes in technology, life style and innovation. So many researches have been conducted by various researchers in this field. They have given few suggestions. There is no final conclusion. Internal and external factors are influencing the consumers. Classifying the consumers by conventional demographic factors is difficult. Consumers’ thought process and buying behaviour should be studied. The decisions on product design, packaging, branding and selection of channels are depends- upon the consumers behaviour. Toothpaste production companies must have identity the sources, time and direction of the changes new competencies and perspective. This will be use full to them to respond the changes, efficiently and effectively. The main objective of the study is to analyze the factors, which are influencing the buying toothpaste. The market share of product is depends on the buyers’ behaviour. This study is conducted to find out the buyers’ behaviour, to analyze the preference and awareness of consumers. Information and data is collected through the primary and secondary sources. Questionnaire is used for conducting survey. Random sampling technique is also used. KEY WORDS:- Buyers’ behaviour, Toothpaste purchasing system, Awareness of toothpaste, Sales promotion impact, Attribute impact.

A study of consumer Behaviour in Pune city special reference to Toothpaste Kadam Bansi Santu Anantrao Thopte college and Research Centre, Bhor, Pune Pin- 412 206 Maharashtra. 1) INTRODUCTION

Every consumer expects satisfaction from the purchasing products or services. Consumer behaviour includes searching, purchasing, using, evaluating and disposing of products, services and ideas. The consumer’s behaviour related with their purchasing, such as why, what, when, and how they purchase it. According to Philip Kotler, consumer behaviour is all psychological, social, and physical behaviour of potential consumers as they become aware of evaluate, purchase, consume and tell other about products and services. Individual consumer behaviour is influenced by economic, social, cultural, psychological, and personal factors.

Consumer...
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