Factors that affect Consumers’ Choice of using Toothpaste in Nigeria

• Post by: airjournals
• April 17, 2024
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Ogbuke, John Chukwudi
Department of Marketing, Enugu State University of Science and Technology (ESUT), Enugu State, Nigeria

Citations – APA

Ogbuke, J. C. (2024). Factors that affect Consumers’ Choice of using Toothpaste in Nigeria. Contemporary Journal of Social Science and Humanities, 5(1), 30-47. DOI: https://doi.org/10.5281/zenodo.10977820

The study was on the factors that affect consumers’ choice of using toothpaste in Nigeria. The specific objectives of the study include to; examine television advert as a significant factor in consumer’s choice in using toothpaste. Evaluate brand as a significant factor in consumer’s choice in using toothpaste and Assess consumers past experience as a significant factor in consumer’s choice in using toothpaste. The data used in the study were taken from the survey of households from selected areas in Enugu metropolis. A questionnaire was employed to collect quantitative data. The population of the study consisted of 138 Toothpaste consumers within Enugu metropolis In all 138 households were involved in the study. All households were categorized based on a number of years of marriage ranging from a minimum of five years to a maximum of twenty-five years. In all 138 households were involved in the study. All households were categorized based on a number of years of marriage ranging from a minimum of five years to a maximum of twenty-five years. Three hypotheses were tested using regression analysis, F-statistics (ANOVA), with aid of Special Package for Statistical Software (SPSS). The findings in the study included; Television advert had a significant positive factor in consumers’ choice in using Toothpaste. The brand had a significant positive factor in consumers’ choice in using Toothpaste and Consumers’ past experience had a significant positive factor in consumers’ choice in using Toothpaste. The study concluded that all factors considered had a significant effect. Besides the values of the test criteria were positive showing that each factor contributes an upward influence on consumers’ choice in using toothpaste. The study recommended among others that there is a need for a modified advertising campaign or a new definition of the target group i.e. target groups who may have a general tendency to be more involved with the purchase of toothpaste.

ABSTRACT

Keywords: Consumers Choice; Toothpaste; Television Advert; Consumers Past Experience; Enugu Metropolis