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Consumer Buying Behaviour towards Toothpaste

Article  in  INTERNATIONAL JOURNAL OF COMPUTER SCIENCES AND ENGINEERING · November 2018

DOI: 10.26438/ijcse/v6si9.7482

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 International Journal of Computer Sciences and Engineering Open Access
Research Paper Vol.6, Special Issue.9, Nov 2018 E-ISSN: 2347-2693

Consumer Buying Behaviour towards Toothpaste

S. Acharya1*, S. Ubeja2, P. Jain3, A. Loya4

1,2,3,4
Prestige Institute of Management and Research, Indore - INDIA
*
Corresponding Author: [email protected]

Available online at: www.ijcseonline.org

Abstract— "Shopper is dealt with as the ruler of market", since items are made, outlined and permitted to come in showcase as
per the need and inclinations of the customers. In this way, accomplishment of any association dependably relies upon having
the capacity to pull in, fulfill and hold clients. This requires a comprehension of what factors influence shoppers' fulfillment
with an item or benefit and what decides their choice to buy an item. In light of the different investigation of logical writing,
brand is a key factor and it produces consumer loyalty. For pulling in and holding clients, branding is one of the critical
variables which impact on buyer purchasing conduct. This paper analyses upon mindfulness and client ship of various
toothpaste brand Buyers. It additionally centers around understanding the demographic factors of purchasers which eventually
impacts on purchasing toothpaste. Other than that the study has directed by the researcher to discover different reasons which
are impacted by factors of brand switching towards toothpaste.

Keywords— Consumer Satisfaction; Consumer Behavior; Toothpaste Awareness; Brand Switching.

I. INTRODUCTION There are numerous elements that impact the decision

customers make when making a buy. Albeit a considerable
Wilkie (1986:8) characterizes shopper conduct as "the lot of the elements probably won't be specifically controlled,
activities that individuals participate in when choosing, comprehension of their impact and effect enables
obtaining and utilizing items and administrations so to fulfil organizations to focus on their particular specialty showcase
needs and wants. Such activities include mental and for their items. Fruitful organizations are consistently
enthusiastic procedures, notwithstanding physical activities." engaged with the investigation of customer needs and natural
Consumer conduct as of late has turned out to be a standout patterns. "Advertisers have come to understand that their
amongst the most intriguing parts of promoting. Essentially viability in addressing shopper needs straightforwardly
all showcasing choices associated with an item, value, place impacts their productivity. The better they comprehend the
and advancement depend on the level of learning about the components fundamental purchaser conduct, the better
shopper. capable they are to create successful advertising
In this way understanding the conduct of shoppers has an methodologies to address shopper issues." (Assasl, 1998:3)
immediate connect to how the showcasing blend (boosts) of The greatest test advertisers' face is to inspire customers to
the item are set. A critical piece of the advertising procedure carry on the manner in which they anticipate that they will
is to comprehend why a customer makes a specific buy. act. Kotler (2000:160) fortifies this by expressing that
Without such understanding organizations think that it’s "understanding buyer conduct and 'knowing clients' are never
difficult to react to the customers' needs and needs. basic and clients may state a certain something and do
As per Schiffman and Kanuk (1997:6) as of late another." The truth for the most part is customers don't
organizations are contributing extensive measure of time and generally carry on the manner in which advertisers anticipate
cash in attempting to comprehend and answer the that they will act. This is the reason an investigation of
accompanying inquiries like who, why ,where when and how customers' dispositions, convictions, and the way buy
do the customers buy? Consequently the test for choices are made is increasing more acknowledgment in the
organizations has been to see how shoppers may react to the present aggressive world. (Assael, 1998:4)
diverse components of the showcasing blend. Kotler
(2000:160) clarifies this by saying "contemplating clients Marketers and associations in general will at that point utilize
gives intimations to growing new items, item includes, costs, this data acquired from examining purchaser conduct so as to
channels, messages, and other promoting blend components." plan successful showcasing methodologies for an item.
In this manner understanding the shopper reaction or conduct Assael notices two wide impacts that decide the purchaser's
superior to anything contenders fills in as a noteworthy upper decisions. One of the impacts is the shopper whose
hand. requirements, view of brand qualities, and demeanors

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 International Journal of Computer Sciences and Engineering Vol.6(9), Nov 2018, E-ISSN: 2347-2693

towards options together with the buyer's socioeconomics, national and local players. Esteem included products are
ways of life and identity can impact mark decision. The picking up prominence in urban territories.
second impact is the earth in which the customer exists. The
shopper's condition is encompassed by culture (the standards Consumers have started switching to value-added toothpastes
and estimations of society), by subcultures (a piece of society like gels, mouth washes, and teeth whitening products. In
with particular standards and qualities in specific rural areas, consumers are switching from toothpowders to
viewpoints), and vis-à-vis gatherings (companions, relatives, toothpastes. A key industry trend is the move towards natural
and reference gatherings) (Assael, 1998:23) products comprising of herbs, vitamins and minerals.
Specialty dental clinics and pharmacies that care specifically
In this way with the expanding interest for more altered items for dental requirements are set to become more popular in the
by shoppers combined with the present enormous measure of coming years. Value-added oral care products like
data accessible to buyers and furthermore the propensity of mouthwash, dental floss, teeth whiteners are accepted to
ending up more esteem cognizant with respect to purchasers drive the oral care market.
have demonstrated the should be exceptionally delicate to
customer needs and needs more today than any other time in II. OBJECTIVES
recent memory before."Companies that neglect to perceive
buyer needs will probably commit exorbitant errors." 1. To think about the elements that impacts the purchasers
(Assael, 1998:7) to purchase different toothpaste(s).
2. To study the impact on consumers of promotions and
It at that point ends up critical to ceaselessly contemplate factors influencing purchase decision as well as switching
purchaser purchasing conduct due to the intricacy and desires behavior.
for the present buyer. It is inside this setting this
investigation was completed on why shoppers in Indore pick III. RESEARCH METHODOLOGY
one brand of toothpaste from that of another brand and what
demographical factors and qualities could impact the buy of Study
specific toothpaste. Research Area: Indore city
Sample size: 110 consumers.
Buying behavior is the decision processes and acts of people Sampling Technique: Convenient Random Sampling.
involved in buying and using products. This conduct isn't
same for all individuals. It varies as indicated by various Tools for Data Collection
properties of individuals. On the off chance that we see The information for the present study was gathered with the
conduct of uncommonly ages, as per their age, we discover a assistance of self-structured questionnaire. The responses
ton of distinction between them in view of the distinction in were collected on a five point likert scale.
the time, they had diverse condition which changed their The Questionnaire is part into two areas. The principal
purchasing conduct. The organizations are increasingly segment manages demographic factors. Second area
focussing on the advancement and they are spending a great identified with 110 customer preferences. The items has
deal of cash on this front. Clients are additionally getting to given five point scales rating strongly disagree to strongly
be requesting now-a-days and it is seen that numerous agree and near weight one to five, where five is the most
characteristics are critical for the achievement of a specific astounding rank. The information collected from buyer of
brand. The organizations are going in for new dispatches. It various zones based on demographic factor.
is discovered that the rebates are imperative factor. Another
vital factor is mark picture or brand name. Tools for Data Analysis
Factor Analysis and ANOVA test implemented to limit the
The investigation gives a chance to think about an aggressive factor to discover their adequacy and differences. The
fragment and how customers carry on in that section. It package like SPSS (variant 16) utilized, MS-EXCEL
additionally gave knowledge into the toothpaste business additionally utilized for investigation. The level of
state of mind and view of the shopper in that portion. significance was tired of five percent level (α =.05).

Oral care market offers huge potential in India with a low per IV. RESULTS AND ANALYSIS
capita consumption of oral care products. In any case, rising
per capita income and expanding awareness driving interest Reliability Statistics
of oral care items. Oral care showcase in India which After the testing of questionnaire we have tested reliability of
represents around 16% of the general individual care whole data on all factors. Reliability test has been made on
advertise is seeing development with a decent amount of all 110 samples for testing the reliability of consumer

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 International Journal of Computer Sciences and Engineering Vol.6(9), Nov 2018, E-ISSN: 2347-2693

preference. Coefficient of reliability greater than .05 shows KMO and Bartlett's Test
that data is reliable where as our coefficient is 0.825.
Kaiser-Meyer-Olkin Measure of Sampling
.805
Reliability Statistics Adequacy.
Cronbach's Alpha No. of Items Approx. Chi-Square 445.540
Bartlett's Test of
Sphericity Df 105
Sig. .000
.825 15
Factor Analysis
KMO and Bartlett's Test The normal varimax solution is not obtained directly from a
Bartletts test of sphericity and Kaiser-Olkin (KMO) correlation matrix. It is obtained by rotating other types of
measures are adopted to determine the appropriateness of factor solutions to the varimax form. In the present study it
data set for factor analysis. High Valued (.5 to 1) of KMO was considered desirable to use the highest factor loading
indicates that the factor analysis is appropriate, low value criterion to select consumer preference included in all groups
below the 0.05 implies that the factor analysis may be of factors.
appropriate. The KMO of this study came out to be 0.805.
This criterion was uniformly used in the factor analysis
carried out on the total sample of the study. In this study,
factor analysis was carried out in two stages. In stage one;
known as factor extraction process, objective was to identify
how many factors to be extracted from data. Using principal
component analysis, 10 items were extracted for identifying
factors. Only the factors having latent roots or Eigen value.

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %
1 4.509 30.057 30.057 4.509 30.057 30.057 2.667 17.779 17.779

2 1.784 11.892 41.949 1.784 11.892 41.949 2.414 16.093 33.872

3 1.293 8.617 50.566 1.293 8.617 50.566 2.012 13.413 47.285

4 1.229 8.191 58.757 1.229 8.191 58.757 1.721 11.473 58.757

5 .877 5.844 64.601

6 .764 5.094 69.695

7 .745 4.963 74.658

8 .638 4.253 78.911

9 .619 4.125 83.036

10 .539 3.592 86.627

11 .485 3.230 89.858

12 .458 3.050 92.908

13 .399 2.660 95.568

14 .395 2.633 98.201

15 .270 1.799 100.000

Extraction Method: Principal Component Analysis.
Three factors were identified that accounted for 58.757% of total variance.

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 International Journal of Computer Sciences and Engineering Vol.6(9), Nov 2018, E-ISSN: 2347-2693

In the second stage, all the factors were interpreted and labelled.
Rotated Component Matrix
Component
1 2 3 4
I consider the availability of the toothpaste .742 .124 .106 -.062
I prefer buying the toothpaste on the basis of
.682 .147 .151 .144
advertisements and promotions
I consider the quantity while buying the toothpaste .671 .355 .070 .200
I consider price for the purchase of toothpaste .651 -.191 -.021 .240
I prefer the packaging of the toothpaste .597 .091 .340 -.002
I prefer the quality of the toothpaste while buying .117 .737 .061 .080
I intend to buy branded toothpaste .412 .669 .208 .018
I prefer toothpaste that prevent tooth decay -.014 .668 .356 .220
I prefer long lasting freshness .136 .610 .013 .515
I believe in switching the brand .325 -.451 .268 .427
I stick to the brand .108 .303 .744 -.066
I prefer discounts on price while buying .204 -.046 .711 -.016
I count on whiting factor of toothpaste while
.202 .237 .540 .433
buying
I prefer use of natural herbs .033 .080 .506 .487
Dentist recommendation for buying toothpaste .131 .193 -.070 .817
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.

Factor Analysis Interpretation:

% Variance
S.no Factor Name Item Factor Load Explained
I consider the availability of the toothpaste
.742
I prefer buying the toothpaste on the basis of
advertisements and promotions .682
1 Product Features I prefer the packaging of the toothpaste .480
.597
I consider the quantity while buying the
.671
toothpaste
I consider price for the purchase of toothpaste .651
I prefer the quality of the toothpaste while buying .737
I intend to buy branded toothpaste
.669
2 Product Quality .6695
I prefer toothpaste that prevent tooth decay .668
I prefer long lasting freshness .610
I stick to the brand .744
I prefer discounts on price while buying .711
3 Nature While buying I count on whiting factor of toothpaste while .625
.540
buying
I prefer use of natural herbs .506
I believe in switching the brand .427 .311
4 Based on recommendations
Dentist recommendation for buying toothpaste .817

Impact of Demographic Factors on study of consumer and ANOVA / t-test was used to study the variation in the
perception towards toothpaste as discussed above, different consumer preference across demographic variables.
items has been extracted. With the help of factor Analysis

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 International Journal of Computer Sciences and Engineering Vol.6(9), Nov 2018, E-ISSN: 2347-2693

 Product features The product features include the availability, advertisement,

quantity and price while buying the toothpaste. The
consumers consider the availability of the toothpaste above
all the product features and lowest consideration is for the
packaging of the product.
1) Based on Age
ANOVA

Sum of Squares Df Mean Square F Sig.

Between Groups 76.116 3 25.372 1.710 .169
Within Groups 1557.627 105 14.835
Total 1633.743 108

2) Based on occupation
ANOVA

Sum of Squares Df Mean Square F Sig.

Between Groups 66.962 3 22.321 1.496 .220
Within Groups 1566.782 105 14.922
Total 1633.743 108

3) Based on income
ANOVA

Sum of Squares Df Mean Square F Sig.

Between Groups 86.244 3 28.748 1.951 .126
Within Groups 1547.499 105 14.738
Total 1633.743 108

4) Based on gender
Independent Samples Test
Product features Levene's Test for t-test for Equality of Means
Equality of
Variances
F Sig. T df Sig. (2- Mean Std. Error 95% Confidence
tailed) Difference Difference Interval of the
Difference
Lower Upper
Equal
variances 6.623 .011 -.642 107 .522 -.480 .749 -1.965 1.004
assumed
Equal
variances not -.654 104.299 .515 -.480 .735 -1.938 .977
assumed

Interpretation:  Product Quality:

All the significance value is greater than 0.05, and hence The product quality constitute of quality, brand, tooth
there is no impact on buying behavior of consumers decay prevention and lasting freshness. Here the highest
toward toothpaste considering product features. preference is given to the quality of product and lowest to
the tooth decay prevention by the consumers.
1) Based on age
ANOVA

Sum of Squares df Mean Square F Sig.

Between Groups 6.026 3 2.009 .190 .903
Within Groups 1107.295 105 10.546
Total 1113.321 108

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2) Based on occupation
ANOVA

Sum of Squares df Mean Square F Sig.

Between Groups 11.545 3 3.848 .367 .777
Within Groups 1101.776 105 10.493
Total 1113.321 108

3) Based on income
ANOVA

Sum of Squares Df Mean Square F Sig.

Between Groups 8.369 3 2.790 .265 .850
Within Groups 1104.952 105 10.523
Total 1113.321 108

4) Based on Gender
Independent Samples Test
Product quality Levene's Test for t-test for Equality of Means
Equality of
Variances
F Sig. t Df Sig. Mean Std. Error 95% Confidence
(2- Difference Difference Interval of the
tailed) Difference
Lower Upper
Equal
variances 3.898 .051 -.315 107 .754 -.195 .619 -1.422 1.032
assumed
Equal
variances not -.319 106.265 .750 -.195 .611 -1.405 1.016
assumed

Interpretation:  Nature while buying

Here the significance value is greater than 0.05 for all The nature while buying toothpaste included the loyalty of
demographic factors, hence there is no impact on buying the consumer towards toothpaste, the discount offers,
behavior of consumers toward toothpaste considering the whiting factor and use of natural herbs. Here the
product Quality. highest preference is given to loyalty by the
consumers and the lowest to the use of natural herbs.

1) Based on age
ANOVA

Sum of Squares Df Mean Square F Sig.

Between Groups 96.425 3 32.142 4.233 .07
Within Groups 797.373 105 7.594
Total 893.798 108

2) Based on occupation
ANOVA

Sum of Squares Df Mean Square F Sig.

Between Groups 44.337 3 14.779 1.827 .147
Within Groups 849.461 105 8.090
Total 893.798 108

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 International Journal of Computer Sciences and Engineering Vol.6(9), Nov 2018, E-ISSN: 2347-2693

3) Based on income
ANOVA

Sum of Squares Df Mean Square F Sig.

Between Groups 29.641 3 9.880 1.201 .313
Within Groups 864.157 105 8.230
Total 893.798 108

4) Based on gender
Independent Samples Test
Nature while buying Levene's Test for t-test for Equality of Means
Equality of
Variances
F Sig. T Df Sig. (2- Mean Std. Error 95% Confidence
tailed) Difference Difference Interval of the
Difference
Lower Upper
Equal
variances 1.647 .202 .011 107 .991 .006 .555 -1.094 1.106
assumed
Equal
variances not .011 106.993 .991 .006 .550 -1.084 1.096
assumed

Interpretation:
The significance values are greater than 0.05 indicate there The recommendation factor counts for the dentist
are no effects of various demographic variables on recommendation and believe in switching from the brand.
consumer buying behavior in accordance to toothpaste Here the highest preference is given to the
considering nature while buying. recommendations by dentist and lowest to the switching of
 Based on recommendations brand.

1) Based on age
ANOVA

Sum of Squares Df Mean Square F Sig.

Between Groups 11.777 3 3.926 1.342 .265
Within Groups 307.232 105 2.926
Total 319.009 108

2) Based on occupation
Descriptive Statistics

N Mean Std. Deviation Std. Error 95% Confidence Interval for Minimum Maximum
Mean
Lower Bound Upper Bound
Student 36 6.94 1.706 .284 6.37 7.52 3 10
Service 39 7.62 1.600 .256 7.10 8.13 2 10
housewife 20 8.10 1.294 .289 7.49 8.71 5 10
Business 14 6.21 1.968 .526 5.08 7.35 3 9
Total 109 7.30 1.719 .165 6.98 7.63 2 10
ANOVA

Sum of Squares Df Mean Square F Sig.

Between Groups 37.732 3 12.577 4.695 .004
Within Groups 281.277 105 2.679
Total 319.009 108

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 International Journal of Computer Sciences and Engineering Vol.6(9), Nov 2018, E-ISSN: 2347-2693

3) Based on income
ANOVA

Sum of Squares df Mean Square F Sig.

Between Groups 3.019 3 1.006 .334 .801
Within Groups 315.991 105 3.009
Total 319.009 108

4) Based on gender
Group Statistics
Gender N Mean Std. Deviation Std. Error Mean
Male 58 6.84 1.862 .244
Based on recommendations
Female 51 7.82 1.381 .193

Independent Samples Test

Based on recommendations Levene's Test for t-test for Equality of Means
Equality of
Variances
F Sig. t df Sig. (2- Mean Std. Error 95% Confidence
tailed Difference Difference Interval of the
Difference
Lower Upper
Equal
variances 3.614 .060 -3.081 107 .003 -.979 .318 -1.608 -.349
assumed
Equal
variances not -3.139 104.16 .002 -.979 .312 -1.597 -.361
assumed

All the significance value is greater than 0.05 expect the dental specialist suggested, same ways different
significance value based on occupation and gender hence organizations ought to likewise Endeavour to consolidate
there is an impact on behavior of consumers while buying thoughts like this as most extreme housewives liked to have
toothpaste in consideration to housewives under occupation a dental specialist proposal for the brand of toothpaste to be
and that of females in gender category. utilized.
In spite of the fact that for the investigation we gather and
V. CONCLUSION amass the best solid and shifted information, still there are a
few impediments that be represented. Right off the bat, the
At the point when customers purchase an item they example estimate is just 110 respondents from Indore city
ordinarily consider diverse kinds of traits, which we saw the just, so no intercity information has been included.
same in the event that compose i.e. mark. This paper
concentrated on customer's inclination towards purchasing It tends to be that if information would have been gathered
of toothpaste. Customers had a general more inspirational at tremendous topographical zone there would have an
mentality and inclination towards their individual favored alternate outcome. The example estimate is likewise little.
choices. The effect was just when it came to ladies as they With more examples information would have been more
incline toward purchasing toothpaste on specialist's solid and as per outskirt general visibility. The day and age
proposals and furthermore they don't mean to change the of this investigation was constrained. It was finished in the
alluded toothpaste. Distinctive things are removed and factor time of 2/3 months. Concentrates like these must gather
examination and ANOVA was utilized to ponder the variety information after some time for precise and ideal outcomes.
in the customer inclination crosswise over statistic factors.
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Authors Profile MTMI, Canada, MTMI, IMS Indore, MITS, Indore, SVIM,
Dr. Sopnamayee Acharya has ten years of teaching Indore, He has several publications in the area of marketing
experience at postgraduate and undergraduate levels that and general management to her credit. He has taken many
include coordinating and handling of various academic and responsibilities as a coordinator like cultural, counseling,
administrative responsibilities. She has been empanelled as program coordinator also Coordinator of Major Research
paper setter and examiner by Devi Ahilya Vishwavidyalaya, Projects of PG students, PIMR and SVIM, Indore
Indore, IBMR IPS Academy, Indore. She has presented
research papers in National / International Conferences and Dr. Arpit Loya has six years of teaching experience at
published research papers in Proceedings and Journals. she postgraduate and undergraduate levels that include
has also attended several National / International coordinating and handling of various academic and
Conferences, Seminars, Workshops, organized by various administrative responsibilities. He has been empanelled as
institutes including MTMI, Canada, MTMI, IMS Indore, paper setter and examiner by Devi Ahilya Vishwavidyalaya,
MITS, Indore, IBMR, Indore, She has several publications Indore, Sanghvi Institute of Management & Science, Indore.
in the area of marketing and general management to her He has presented research papers in National / International
credit. She has taken many responsibilities as a coordinator Conferences and published research papers in Proceedings
like cultural, counseling, program coordinator also and Journals. He has also attended several National /
Coordinator of Major Research Projects of PG students, International Conferences, Seminars, Workshops, organized
Joint Sectary in national Conference IBMR IPS by various institutes including MTMI, Canada, MTMI, IMS
ACADEMY, Indore. Indore, MITS, Indore, PIPS, Indore, He has several
publications in the area of marketing and general
Dr. Satnam kaur ubeja has fourteen years of teaching management to his credit. He has taken many
experience at postgraduate and undergraduate levels that responsibilities as a coordinator like cultural, counseling,
include coordinating and handling of various academic and program coordinator also Coordinator of Major Research
administrative responsibilities. She has been empanelled as Projects of PG students, in PIMR And SIMS,Indore
paper setter and examiner by Devi Ahilya Vishwavidyalaya,
Indore, Pioneer Institute of Professional Studies, Indore. She
has presented research papers in National / International
Conferences and published research papers in Proceedings
and Journals. she has also attended several National /

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