By:Abhijit Yadav 11DM057

Consumer buying behavior is stated as the behavior that consumer display in searching for, purchasing, using, evaluating, and disposing of products, services and ideas that they expect will satisfy their needs.

Consumer preferences are defined as the subjective (individual) tastes, as measured by utility, of various bundles of goods. They permit the consumer to rank these bundles of goods according to the levels of utility they give the consumer.

Currently the toothpaste market in India stands at Rs 2,000 crores. It is estimated that the Indian oral care market will register a strong growth of around 14% by 2015. Colgate and Hindustan Lever together account for over 75% of the organized toothpaste market.

The usage of toothpaste in the Indian cities is about 190gms whereas in developed countries like USA and England the toothpaste usage is 375 gms per person annually.

At Present Colgate holds a market share of 52% and HUL 23%. 14.5% of the market share is shared by brands such as Pepsodent, Babool, Cibaca, Neem, Vicco etc .

To understand about the factors taken into consideration while purchasing oral dental care products. To determine the brand preferences for oral care products. To study the different factors in consumer purchasing behaviour.

To study the different factors affecting brand loyalty.

Literature Review
G. Vani, M.Ganesh Babu, N.Panchanatham Journal of Economics and Behavioral Studies Vol. 1, No. 1, pp. 27-39, Dec 2010. Toothpaste Brands A Study of consumer behavior in Bangalore city

This study mainly focus on understanding the external factors like demographic, social, cultural,price,quality, product attributes etc for buying toothpaste. This study revealed that consumer awareness of toothpaste is less in Bangalore city. There are some important factors considered by the consumer for decision making. Brand image, advertising, and offer play an important role in purchasing toothpaste, sometimes based on the offer the consumer compare with competitor product and select the best one. Switching of one product to other company product is mainly based on advertisement, brand name, packaging availability and price rise etc.

Research methodology
Primary Survey

For gathering primary data, I will use survey approach.

Research Instrument:

For research I will use questionnaire to collect the primary data.

Sample size would be of 100 respondents.

Introduction

About the Topic

Literature Review Data Analysis and Interpretation Recommendations and Suggestions Conclusion

References

http://www.ifrnd.org/JEBS/1(1)%20Dec%2010 /Toothpaste%20Brands_A%20Study%20of%20 consumer%20behavior.pdf http://www.rncos.com/Report/IM433.htm http://www.researchandmarkets.com/reports /602416/indian_oral_care_market_low_penet ration.pdf http://business.mapsofindia.com/topbrands-india/top-tooth-paste-brands-inindia.html