A Study on Consumer Behavior in Relation to Toothbrush Marketing in Bangladesh

The AUST Journal of Science and Technology, Volume-4, Number-1, 2013, ISSN: 2072-0149

10 Pages Posted: 3 Jul 2013 Last revised: 15 Jun 2020

See all articles by Anwar Sadat Shimul

Anwar Sadat Shimul

Curtin University of Technology - Curtin Business School - Bentley Campus

Kazi Farhan

Ahsanullah University of Science and Technology

Date Written: June 30, 2013

Abstract

Customer orientation has become a key factor in today’s marketing practices. Therefore, investigating the target customers’ needs and preferences are becoming a vital issue for sustainable business success. This paper explores the consumer behavior for the toothbrush market in four diversified areas of Bangladesh. The major issues that have been analyzed are: consumers’ buying patterns, brand preferences, price perceptions, brushing habits, repurchase intentions, promotional influences, expected values, benefits and current satisfaction levels of the consumers. The overall analysis has been performed in uncovering the factors that motivate and influence the consumers’ decision making for toothbrush purchase and consumption in different socio-economic segments. The final highlight of this paper is on identifying the gaps in the market that companies should try to fill with brand differentiation with continuous improvement.

Keywords: Consumer behavior, Toothbrush market, Customer orientation, etc.

JEL Classification: D12, L68

Suggested Citation

Shimul, Anwar Sadat and Farhan, Kazi, A Study on Consumer Behavior in Relation to Toothbrush Marketing in Bangladesh (June 30, 2013). The AUST Journal of Science and Technology, Volume-4, Number-1, 2013, ISSN: 2072-0149, Available at SSRN: https://ssrn.com/abstract=2287441

Anwar Sadat Shimul (Contact Author)

Curtin University of Technology - Curtin Business School - Bentley Campus ( email )

GPO Box U1987
Perth WA 6845
Australia

Kazi Farhan

Ahsanullah University of Science and Technology ( email )

Tejgaon, Dhaka, Bangladesh
Dhaka
Bangladesh

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