An Analysis of Brand Choice Behaviour of Indian Consumers for Toothpaste

Rashmi*

*Assistant professor in D.A.V. College, Bathinda (Punjab)

Email : aggarwal.rashmi@hotmail.com.

Accepted 23 September 2013

Abstract

This study investigates the brand choice behaviour of Indian consumers for toothpaste. Data has been collected through survey method from the major cities of Punjab. The various variables examined are sales promotion variables (discount, free gifts, feature advertisement, celebrity advertisement and store display), brand-specific attributes (functional aspect, ingredients, value and easiness) and consumer demographics (gender, marital status, age, income, education and occupation). Logit model is used to predict the choice of most preferred brand. Results of the study are useful for marketing managers to make their brand as leading brand.

Keywords: Brand, toothpaste, most preferred brand, sales promotion variables, brand-specific attributes, consumer demographics.