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
Date Written: June 30, 2013
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: Suggested Citation