Volume : 2, Issue : 7, JUL 2016

SWITCHING BEHAVIOR OF TOOTH PASTE (A STUDY WITH REFERE NCE TO SALEM CITY)

Dr. K. KRISHNAKUMAR, Ph.D., S. SARANYA

Abstract

Tooth paste is an important product which is part and partial of everybody's life. The customers those who are using toothpaste always prefer a particular brand. In today's competitive market there is a hectic competition in FMCG industry particularly with reference to tooth paste. There are plenty of substitutes and alternative products are available, eventually it will stimulate the customers to switch their brand. Therefore, it is essential to know the switching behavior of toothpaste customers. The study mainly focused on understanding the relationship between demographics and product related factors. The data for the study were collected through questionnaire and study is conducted in Salem city. The study identified that there is a relationship between demographic factor and brand switching.

Keywords

Toothpaste, FMCG, Demographic factor, Brand Switching, product attributes.

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Article No : 31

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