Abstract:

Toothpaste Market is one of the most significant segments of the oral care market. The frequency of products launched in existing market segments and origin of new product segments contributes to growth of the toothpaste market. Oral care market provides lot of growth potential as per capita consumption of oral care product is very low in India. The study is related to the toothpaste industry and is aimed at finding out what drives a particular consumer to purchase a specific brand of toothpaste. Consumers may either purchase a toothpaste to treat certain medical conditions like cavities or may have his/her own set of personal preferences for purchasing a toothpaste brand like freshness, whiteness etc. Keywords: Consumer Buying Behaviour, Toothpaste Industry, Loyal Customers, Switchers.

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