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 pagei
Approval pageii
Dedicationiii
Acknowledgementiv
Abstractv
Table of contentsvii
CHAPTER ONE
1.0Introduction1
1.1Background of the study1
1.2Statement of problem6
1.3Objective of the study6
1.4The significance of the study7
1.5scope of the study7
1.6Research question9
1.7Definition of terms10
CHAPTER TWO
2.0Review of related literature12
2.1meaning of the sample tools used12
2.2Consumer behaviour13
2.3External Determinant of Consumer behaviour15
2.3.1Cultural factors15
2.3.2Personal factors21
2.4Psychological factors24
2.4.1Marketing mix programme of toothpaste33
2.4.2Product strategies34
2.4.3Price strategy35
2.4.4Product Availability38
2.5Adoption process and the diffusion of innovation40
2.5.1Adoption categories41
2.5.2Consumer preference43
2.5.3Brand and customer loyalty 45
2.5.4Types of Brand loyalty47
2.5.5Brand switching by customers48
2.6Summary of the related problem50
CHAPTER THREE
3.0Research methodology52
3.1Research Design52
3.2Area of the study52
3.3Population of the study53
3.4Sample and sapling procedure54
3.5Instrumentation54
3.6Validation of instrument55
3.7Reliability of the instrument55
3.8Method of administration of instrument55
3.9Method of data analysis56
CHAPTER FOUR
4.1Data presentation and Result57
4.2Summary of Result62
CHAPTER FIVE
5.1Discussion of Results64
5.2Conclusion65
5.3Implication of the Results66
5.4Recommendation66
5.5Suggestion for further research67
5.6Limitation of the study67
References68
Appendices.70
