Influences on Brand Selection Decisions of Staple Goods: A Study on Toothpaste Users of Khulna City

Abstract

In present society and living way, the Brands not only represent the symbol of the company or product but to a larger extent define the general life of a person. What the person uses can reflect his taste of life, his status in the society, his economic background and many other things. This makes a deep connection between the company and its brand, with the consumer. In today’s time customers are very deeply connected to the brands. When they purchase any product like a car, mobile, items of daily need, brand name influence the consumer’s choice. Some customers purchase the specific branded things just due to the brand name. Customers believe that brand name is a symbol of quality. Toothpaste is one of the consumer goods that we purchase on a regular basis. This paper has explored the factors that affect the brand selection of toothpaste in the Khulna region. A pilot survey has been conducted to find out the factors regarding the brand selection decision of toothpaste. Then a structured questionnaire has been developed measuring 20 variables. The relative importance of the variables was evaluated by the survey outcomes. Results show that several factors are influential for the toothpaste brand selection e.g. quality, advantages of using product, duration of freshness, Smell, perceived performance, brand awareness, product Attribute etc. The study also reveals the problems and identified probable solutions to overcome these problems.