Toothpaste Brand - a Study of Consumer Behavior in Dhaka City
We would like to thank our Professor,
Mr. Prantosh Banerjee for providing us constantguidance during our project and providing us with an opportunity to apply the concepts learnt in the course “Marketing Research
-
I” to a practical and real life situation. We would also like to thank all the respondents who gave their valuable time for filling up thequestionnaires and for giving valuable inputs during the exploratory research. Their unbiasedand valuable input has helped us to administer a project in which we have taken outinferences about the consumer buying behavior for toothpastes
Executive Summary
Oral hygiene is sought to be one of the most necessary aspects to maintain good healthsince the pre-modern era where natural products like Neem sticks were used to maintaingood teeth. With the advancement of technology in the modern era, products liketoothpastes, mouth washes, dental floss, and teeth whiteners have been introduced.Realizing the importance of these products in consumers daily lives especially toothpastes,many companies like P & G, Hindustan Unilever etc. are planning to launch products to fightfor the share of the existing market giants. Before launching a new product in the market,the companies need to realize the factors affecting the buying behavior so as to design theirmarketing strategies to cater to the correct consumer segment(s).Initially, an exploratory research was conducted to figure out what brands of toothpastes theconsumers know about and what factors do the consumers consider while making theirpurchase decision.Then questionnaires were administered through an online survey. Two questionnaires wereadministered with one question different where the first questionnaire had one non-attributebased question while the second had attribute based question; this being done for usingmulti-dimensional scaling. Other approaches used for analysis were tabs, cross-tabs, chi-square, factor analysis, cluster analysis, etc. These statistical
Mr. Prantosh Banerjee for providing us constantguidance during our project and providing us with an opportunity to apply the concepts learnt in the course “Marketing Research
-
I” to a practical and real life situation. We would also like to thank all the respondents who gave their valuable time for filling up thequestionnaires and for giving valuable inputs during the exploratory research. Their unbiasedand valuable input has helped us to administer a project in which we have taken outinferences about the consumer buying behavior for toothpastes
Executive Summary
Oral hygiene is sought to be one of the most necessary aspects to maintain good healthsince the pre-modern era where natural products like Neem sticks were used to maintaingood teeth. With the advancement of technology in the modern era, products liketoothpastes, mouth washes, dental floss, and teeth whiteners have been introduced.Realizing the importance of these products in consumers daily lives especially toothpastes,many companies like P & G, Hindustan Unilever etc. are planning to launch products to fightfor the share of the existing market giants. Before launching a new product in the market,the companies need to realize the factors affecting the buying behavior so as to design theirmarketing strategies to cater to the correct consumer segment(s).Initially, an exploratory research was conducted to figure out what brands of toothpastes theconsumers know about and what factors do the consumers consider while making theirpurchase decision.Then questionnaires were administered through an online survey. Two questionnaires wereadministered with one question different where the first questionnaire had one non-attributebased question while the second had attribute based question; this being done for usingmulti-dimensional scaling. Other approaches used for analysis were tabs, cross-tabs, chi-square, factor analysis, cluster analysis, etc. These statistical