A Study on Brand Preference of Tooth Paste among Different Age Groups of Consumers in Udumalpet Town

Abstract

The consumers now-a-days are quite aware of the distinguishing characteristics among the different brands of a particular product. It is amazingly revealed that Indian toothpaste industries are being segmented not only on the basis of prices and benefits, but also it is characterized by heterogeneity in consumers’ response to the marketing mix into more homogeneous submarkets. The results show that majority of consumers prefer Colgate brand of tooth paste and quality is the major reason for choosing tooth paste for most of consumers and majority of consumers are more affordable to purchase Colgate brand. The results indicate that there is a significant association between age group of consumers and their brand preference towards tooth paste and there is a significant association between different age group of consumers and reasons for choosing tooth paste. Meanwhile, the results show that there is no significant association between age group of consumers and more affordability of consumers for tooth paste. Besides, the companies analyze all these reasons and find out the best suitable tools for promoting their toothpastes. Toothpaste advertisers should lay emphasis not only on establishing a stronger brand preference, but also on persuading the millions to become users of the product for the first time to make advertising economically and socially justified.