Factors Affecting Consumer Buying Behaviour in the Selection of Tooth Paste Brand (With Special Reference to Colgate Toothpaste Using Consumers in Kathmandu)

Abstract

In Present Marketing Scenario, the Study of Consumer Behaviour has become essential. Consumers are the major actors of markets. All the activities of the business concerns end with consumers and consumer satisfaction. Consumer buying behaviour has become an integral part of strategic market planning. Success of a company depends upon the proper understanding of consumer. With changing marketing scenario and heightened competition among the firms, it becomes highly compulsive for firm to develop successful marketing strategies that primarily depends upon the proper understanding of how and why consumers act in certain way. Thepurpose of this research was to study how different factors of consumer behaviour effect on decision-making during selection of toothpaste brand. The objectives of the study were to assess the buying behaviour of Colgate consumers with respect to their demographic characters, the factors consumer consider during buying decision of Colgate, identification of their consumption pattern and to assess consumers current level of satisfaction with the brand. For the accomplishment of the study, the thesis was divided into two parts: theory part and empirical part. Discussion upon the basic factors affecting buying decision, decision making process and brands have been discussed in the theoretical part. Empirical part of the thesis includes a survey carried to collect data from the consumers with the help of questionnaire. The data collected was analyzed with the help of quantitative research method. Consumer behaviour is shaped by several factors: cultural, social, personal and psychological. For this study the focus was upon social, personal and psychological factors.The result of the study indicates that personal, psychological factors and product attributes play significant role on consumer decision-making process when selecting a toothpaste brand. Key words: consumer behaviour, decision-making process, decision-making types, brand