YEIMPACT OF DEMOGRAPHIC PROFILE ON TOOTHPASTE BUYING BEHAVIOUR IN BANGALORE CITY

Abstract

Consumer behaviour “is the study of the processes involved when individuals or groups select, purchase, use, or dispose or products, services, ideas, or experiences to satisfy needs and desires” (Solomon, 1996, p. 5). Typically evaluating consumer behaviour goes beyond advertising and marketing approaches to connect to the consumer and understand their behaviours, motivations, and deepest desires. Consumer behaviour is influenced by an individual’s physical and social environment, the individual’s motivation to consume, his or her perception of the product, brand, service, or company, and the goals or needs that he or she may obtain through consumption. People are may purchase as a result of their mood and their surroundings. Calm soothing environments may entice customers to stay in a store longer because they feel more comfortable and may ultimately spend find something that would satisfy their quest. Motorcyclists that may park in a certain area near other motorcyclists may feel more secure about leaving their bike with others or riding together. Behaviour is also influenced by the society and environment in which one lives and communicates, and activities by the companies themselves. The main intension of this is to analyse the impact of demographic factors on consumer buying behaviour towards toothpaste. The researchers selected 485 respondents from Bangalore city, descriptive research design was adopted in this study. The primary data collected through structured questionnaire and secondary data collected through website, journal, magazine etc. Regression test was applied to find the association between toothpaste buying behaviour and demographic factors. The result showed that age, gender, educational qualification, marital status, number of years married, age group of children, family type, and family size influencing the consumer for buying toothpaste.