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
Title page i
Approval page ii
Dedication iii
Acknowledgement iv
Abstract v
Table of contents vii
CHAPTER ONE
1.0 Introduction 1
1.1 Background of the study 1
1.2 Statement of problem 6
1.3 Objective of the study 6
1.4 The significance of the study 7
1.5 scope of the study 7
1.6 Research question 9
1.7 Definition of terms 10
CHAPTER TWO
2.0 Review of related literature 12
2.1 meaning of the sample tools used 12
2.2 Consumer behaviour 13
2.3 External Determinant of Consumer behaviour 15
2.3.1 Cultural factors 15
2.3.2 Personal factors 21
2.4 Psychological factors 24
2.4.1 Marketing mix programme of toothpaste 33
2.4.2 Product strategies 34
2.4.3 Price strategy 35
2.4.4 Product Availability 38
2.5 Adoption process and the diffusion of innovation 40
2.5.1 Adoption categories 41
2.5.2 Consumer preference 43
2.5.3 Brand and customer loyalty 45
2.5.4 Types of Brand loyalty 47
2.5.5 Brand switching by customers 48
2.6 Summary of the related problem 50
CHAPTER THREE
3.0 Research methodology 52
3.1 Research Design 52
3.2 Area of the study 52
3.3 Population of the study 53
3.4 Sample and sapling procedure 54
3.5 Instrumentation 54
3.6 Validation of instrument 55
3.7 Reliability of the instrument 55
3.8 Method of administration of instrument 55
3.9 Method of data analysis 56
CHAPTER FOUR
4.1 Data presentation and Result 57
4.2 Summary of Result 62
CHAPTER FIVE
5.1 Discussion of Results 64
5.2 Conclusion 65
5.3 Implication of the Results 66
5.4 Recommendation 66
5.5 Suggestion for further research 67
5.6 Limitation of the study 67
References 68
Appendices. 70
