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
CHAPTER ONE
1.0    Introduction                                                                  1
- Background of the study                                              1
- Statement of problem                                                   6
- Objective of the study                                                   6
- The significance of the study                                        7
- scope of the study                                                                  7
- Research question                                                         9
- Definition of terms                                                        10
CHAPTER TWOÂ Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â
2.0    Review of related literature                                           12
- meaning of the sample tools used                                 12
- Consumer behaviour                                                    13
- External Determinant of Consumer behaviour             15
- Cultural factors                                                             15
- Personal factors                                                            21
- Psychological factors                                                    24
- Marketing mix programme of toothpaste                     33
- Product strategies                                                         34
- Price strategy                                                                35
- Product Availability                                                     38
- Adoption process and the diffusion of innovation       40
- Adoption categories                                                      41
- Consumer preference                                                    43
- Brand and customer loyalty                                         45
- Types of Brand loyalty                                                 47
- Brand switching by customers                                      48
- Summary of the related problem                                  50