ABSTRACT

This study on the consumer preference for toothpaste brands in Enugu metropolis Enugu state is intended to closely understand how consumers make their brand choice.

The objective of the study is as follows: to find out the major factors that influence consumers preference of toothpaste brands.

To identify consumers preference for toothpaste brands.

To determine the retail outlet preferred by consumers.

To determine the attributes that will influence consumer to prefer one brand of toothpaste to another.

An intensive literature review was carried out.  A convinced stratified sampling technique was used.  Questionnaire administered, out of 210 questionnaire distributed (180) completed ones were returned.

The data from the 180 respondents were presented in tables and then analysed.  On analyzing the data, the following results were arrived at:-  it was realized that price, quality and taste which ranked 1st to 3rd are the major factors influencing consumers preference of toothpaste brands.

It was realized that out of eight brands of toothpaste listed, 3 ranked positive to show consumers prefer them more than others.

It was also realized that consumers prefer buying the brand of their choice in and open market followed by Kiosk, super market and lastly provision store.  And finally the major attribute consumers prefer is packaging.

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