Factors Affecting the Selection of a Particular Product: A Behavioral Study on Consumer Goods 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.