CONSUMER PREFERENCE ON TOOTHPASTE BRANDS IN ENUGU METROPOLIS

By

NWOBODO MIRIAM GINIKACHIM

Presented To

Department of Marketing

    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.

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