Pabna University of Science and Technology

Abstract

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Purpose: In the modern marketing age, consumers are seen as the king or monarch of the market because the company’s offerings are designed, created, delivered, and communicated according to the target market's likes, preferences, tastes, and choices. Therefore, marketers must realize and know about the consumers’ purchasing behavior, attitudes, and roles in the marketplace. It necessitates an understanding of the factors influencing users' behavior when purchasing and using a product or service and their choice of a brand. Methodology: Using 5 points Likert Scale, the sample number is 250 for five brands, with 50 comprising ten features comprising order to preserve uniformity. Furthermore, 30 responders offered their thoughts on the pretesting questions. SPSS 24.0 version has been adopted to analyze the variables. ANOVA assesses means differences in various variables for distinct toothpaste brands to test for relevance. Duncan's Multiple Range Test was employed to evaluate, contrast, and determine the range between several average scores. The assessment of a user's behaviors is taken into consideration by Mertin Fishbein's Multi-attribute Attitude Model. Findings: Toothpaste is a fast-moving consumer good as toiletries items that people buy and use regularly. In the study, the researcher emphasizes the user’s behavior towards different toothpaste brands with their lifestyle. Here ten of the nineteen attributes are identified as contributing variables that encourage customers to choose a specific brand of toothpaste from the five available toothpastes. According to the study, Mediplus has the best brand image from customers among the five preferred toothpaste brands, while Colgate has the lowest. Practical Implications: The toothpaste businesses and organizations can utilize the investigation’s results as a benchmark for improving their goods and developing market strategies. Originality: We conducted this study on our own, without using any materials from other sources. This would bring fresh insights to Bangladesh's toothpaste industry, which focuses on different brands, brand associations, product features, and user behavior.