Influences on Brand Selection Decisions of Staple Goods: A Study on Toothpaste Users of Khulna City

SANDIP SARKER; SALAHUDDIN YOUSUF; MUHTARIM ZUBAIR MONZOOR

doi:doi:10.11648/j.jwer.20130203.14

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Influences on Brand Selection Decisions of Staple Goods: A Study on Toothpaste Users of Khulna City

SANDIP SARKER, SALAHUDDIN YOUSUF, MUHTARIM ZUBAIR MONZOOR

Published in Journal of World Economic Research (Volume 2, Issue 3)

Received: 24 June 2013 Published: 20 July 2013

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Abstract

In present society and living way, the Brands not only represent the symbol of the company or product but to a larger extent define the general life of a person. What the person uses can reflect his taste of life, his status in the society, his economic background and many other things. This makes a deep connection between the company and its brand, with the consumer. In today’s time customers are very deeply connected to the brands. When they purchase any product like a car, mobile, items of daily need, brand name influence the consumer’s choice. Some customers purchase the specific branded things just due to the brand name. Customers believe that brand name is a symbol of quality. Toothpaste is one of the consumer goods that we purchase on a regular basis. This paper has explored the factors that affect the brand selection of toothpaste in the Khulna region. A pilot survey has been conducted to find out the factors regarding the brand selection decision of toothpaste. Then a structured questionnaire has been developed measuring 20 variables. The relative importance of the variables was evaluated by the survey outcomes. Results show that several factors are influential for the toothpaste brand selection e.g. quality, advantages of using product, duration of freshness, Smell, perceived performance, brand awareness, product Attribute etc. The study also reveals the problems and identified probable solutions to overcome these problems.

Published in	Journal of World Economic Research (Volume 2, Issue 3)
DOI	10.11648/j.jwer.20130203.14
Page(s)	58-66
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2013. Published by Science Publishing Group

Keywords

Brand, Toothpaste, Variables, Consumer’s Choice

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APA Style

SANDIP SARKER, SALAHUDDIN YOUSUF, MUHTARIM ZUBAIR MONZOOR. (2013). Influences on Brand Selection Decisions of Staple Goods: A Study on Toothpaste Users of Khulna City. Journal of World Economic Research, 2(3), 58-66. https://doi.org/10.11648/j.jwer.20130203.14

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ACS Style

SANDIP SARKER; SALAHUDDIN YOUSUF; MUHTARIM ZUBAIR MONZOOR. Influences on Brand Selection Decisions of Staple Goods: A Study on Toothpaste Users of Khulna City. J. World Econ. Res. 2013, 2(3), 58-66. doi: 10.11648/j.jwer.20130203.14

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AMA Style

SANDIP SARKER, SALAHUDDIN YOUSUF, MUHTARIM ZUBAIR MONZOOR. Influences on Brand Selection Decisions of Staple Goods: A Study on Toothpaste Users of Khulna City. J World Econ Res. 2013;2(3):58-66. doi: 10.11648/j.jwer.20130203.14

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@article{10.11648/j.jwer.20130203.14,
  author = {SANDIP SARKER and SALAHUDDIN YOUSUF and MUHTARIM ZUBAIR MONZOOR},
  title = {Influences on Brand Selection Decisions of Staple Goods: A Study on Toothpaste Users of Khulna City},
  journal = {Journal of World Economic Research},
  volume = {2},
  number = {3},
  pages = {58-66},
  doi = {10.11648/j.jwer.20130203.14},
  url = {https://doi.org/10.11648/j.jwer.20130203.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jwer.20130203.14},
  abstract = {In present society and living way, the Brands not only represent the symbol of the company or product but to a larger extent define the general life of a person. What the person uses can reflect his taste of life, his status in the society, his economic background and many other things. This makes a deep connection between the company and its brand, with the consumer. In today’s time customers are very deeply connected to the brands. When they purchase any product like a car, mobile, items of daily need, brand name influence the consumer’s choice. Some customers purchase the specific branded things just due to the brand name. Customers believe that brand name is a symbol of quality. Toothpaste is one of the consumer goods that we purchase on a regular basis. This paper has explored the factors that affect the brand selection of toothpaste in the Khulna region. A pilot survey has been conducted to find out the factors regarding the brand selection decision of toothpaste. Then a structured questionnaire has been developed measuring 20 variables. The relative importance of the variables was evaluated by the survey outcomes. Results show that several factors are influential for the toothpaste brand selection e.g. quality, advantages of using product, duration of freshness, Smell, perceived performance, brand awareness, product Attribute etc. The study also reveals the problems and identified probable solutions to overcome these problems.},
 year = {2013}
}

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TY - JOUR
T1 - Influences on Brand Selection Decisions of Staple Goods: A Study on Toothpaste Users of Khulna City
AU - SANDIP SARKER
AU - SALAHUDDIN YOUSUF
AU - MUHTARIM ZUBAIR MONZOOR
Y1 - 2013/07/20
PY - 2013
N1 - https://doi.org/10.11648/j.jwer.20130203.14
DO - 10.11648/j.jwer.20130203.14
T2 - Journal of World Economic Research
JF - Journal of World Economic Research
JO - Journal of World Economic Research
SP - 58
EP - 66
PB - Science Publishing Group
SN - 2328-7748
UR - https://doi.org/10.11648/j.jwer.20130203.14
AB - In present society and living way, the Brands not only represent the symbol of the company or product but to a larger extent define the general life of a person. What the person uses can reflect his taste of life, his status in the society, his economic background and many other things. This makes a deep connection between the company and its brand, with the consumer. In today’s time customers are very deeply connected to the brands. When they purchase any product like a car, mobile, items of daily need, brand name influence the consumer’s choice. Some customers purchase the specific branded things just due to the brand name. Customers believe that brand name is a symbol of quality. Toothpaste is one of the consumer goods that we purchase on a regular basis. This paper has explored the factors that affect the brand selection of toothpaste in the Khulna region. A pilot survey has been conducted to find out the factors regarding the brand selection decision of toothpaste. Then a structured questionnaire has been developed measuring 20 variables. The relative importance of the variables was evaluated by the survey outcomes. Results show that several factors are influential for the toothpaste brand selection e.g. quality, advantages of using product, duration of freshness, Smell, perceived performance, brand awareness, product Attribute etc. The study also reveals the problems and identified probable solutions to overcome these problems.
VL - 2
IS - 3
ER -

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Author Information

SANDIP SARKER

School of Management & Business Administration, Khulna University, Khulna, Bangladesh
SALAHUDDIN YOUSUF

School of Management & Business Administration, Khulna University, Khulna, Bangladesh
MUHTARIM ZUBAIR MONZOOR

School of Business, University of Alberta, Edmonton, Canada

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APA Style

SANDIP SARKER, SALAHUDDIN YOUSUF, MUHTARIM ZUBAIR MONZOOR. (2013). Influences on Brand Selection Decisions of Staple Goods: A Study on Toothpaste Users of Khulna City. Journal of World Economic Research, 2(3), 58-66. https://doi.org/10.11648/j.jwer.20130203.14

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ACS Style

SANDIP SARKER; SALAHUDDIN YOUSUF; MUHTARIM ZUBAIR MONZOOR. Influences on Brand Selection Decisions of Staple Goods: A Study on Toothpaste Users of Khulna City. J. World Econ. Res. 2013, 2(3), 58-66. doi: 10.11648/j.jwer.20130203.14

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AMA Style

SANDIP SARKER, SALAHUDDIN YOUSUF, MUHTARIM ZUBAIR MONZOOR. Influences on Brand Selection Decisions of Staple Goods: A Study on Toothpaste Users of Khulna City. J World Econ Res. 2013;2(3):58-66. doi: 10.11648/j.jwer.20130203.14

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@article{10.11648/j.jwer.20130203.14,
  author = {SANDIP SARKER and SALAHUDDIN YOUSUF and MUHTARIM ZUBAIR MONZOOR},
  title = {Influences on Brand Selection Decisions of Staple Goods: A Study on Toothpaste Users of Khulna City},
  journal = {Journal of World Economic Research},
  volume = {2},
  number = {3},
  pages = {58-66},
  doi = {10.11648/j.jwer.20130203.14},
  url = {https://doi.org/10.11648/j.jwer.20130203.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jwer.20130203.14},
  abstract = {In present society and living way, the Brands not only represent the symbol of the company or product but to a larger extent define the general life of a person. What the person uses can reflect his taste of life, his status in the society, his economic background and many other things. This makes a deep connection between the company and its brand, with the consumer. In today’s time customers are very deeply connected to the brands. When they purchase any product like a car, mobile, items of daily need, brand name influence the consumer’s choice. Some customers purchase the specific branded things just due to the brand name. Customers believe that brand name is a symbol of quality. Toothpaste is one of the consumer goods that we purchase on a regular basis. This paper has explored the factors that affect the brand selection of toothpaste in the Khulna region. A pilot survey has been conducted to find out the factors regarding the brand selection decision of toothpaste. Then a structured questionnaire has been developed measuring 20 variables. The relative importance of the variables was evaluated by the survey outcomes. Results show that several factors are influential for the toothpaste brand selection e.g. quality, advantages of using product, duration of freshness, Smell, perceived performance, brand awareness, product Attribute etc. The study also reveals the problems and identified probable solutions to overcome these problems.},
 year = {2013}
}

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