FACTORS AFFECTING THE SELECTION OF A PARTICULAR PRODUCT: A BEHAVIORAL STUDY ON CONSUMER GOODS TOOTHPASTE

Eijaz Ahmed  Khan; S.M. Zahidur  Rahman; Sk Mahmudul  Hasan; Md. Nur  Alam

doi:10.53808/KUS.2006.7.2.0620-M

Authors

Eijaz Ahmed Khan Business Administration Discipline, Khulna University, Khulna 9208, Bangladesh
S.M. Zahidur Rahman Business Administration Discipline, Khulna University, Khulna 9208, Bangladesh
Sk Mahmudul Hasan Business Administration Discipline, Khulna University, Khulna 9208, Bangladesh
Md. Nur Alam Business Administration Discipline, Khulna University, Khulna 9208, Bangladesh

DOI:

https://doi.org/10.53808/KUS.2006.7.2.0620-M

Keywords:

Consumer, behavior, attitude, satisfaction, toothpaste

Abstract

The study aimed at identifying the factors that consumers consider valuable at the time of purchasing a particular convenience product: toothpaste in this case. Four core factors (health, social, individual, and economical) covering twelve variables have been analyzed to reveal the consumers’ attitude that guides them towards purchase decision of a particular product. So, both the producers and the marketers should focus on properly measuring the core variables under the factors and emphasizing on incorporating these variables in product design to get favorable consumers’ attitude.

Downloads

Download data is not yet available.

References

Bhat, S. and Reddy, S.K. 1998. Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15: 32-43.

Crain, R. and Danzig, F. 1987. Patience and Perspective. Advertising Age, New York, pp. 148-160.

Haigood, T.L.; Marshall, G. and Grove, S.J. 2001. Deconstructing brand personality. 12th edn., Proceedings of the Winter Educators Conference, American Marketing Association, Chicago, pp. 327-328.

Haigood, T.L.; Menon, A. and Sharma, A. 1999. The brand personality effect: An empirical investigation. 10th Edition, Proceedings of the Winter Educators Conference, American Marketing Association, Chicago, pp. 149-150.

Howard, J.A. and Lyman, E.O. 1973. Buyer Behavior. Alfred A. Knopp Inc., New York, 255 pp.

Landro, L. 2000. More people are using internet health sites, but fewer are satisfied. Wall Street Journal, A9: 00-00.

Malhotra, N.K. 2000. Marketing Research: An Applied Orientation. 3rd edn., Prentice-Hall, Inc., New Jersey, 595 pp.

Milner, L.M.; Fodness, D.; Stewart, D.W. and Vilcassin, N.J. 1995. Product gender perception: The case of China. 6th edn., Proceedings of the Winter Educators Conference, American Marketing Association, Chicago, pp. 331-336.

Schiffman, L.G. and Kanuk L.L. 2005. Consumer Behavior. Eastern Economy Edition, Prentice-Hall Inc., New Delhi, p. 129, 430 and 431.