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UNDERSTANDING CONSUMER BUYING BEHAVIOR FOR TOOTHPASTE IN KINTAMPO NORTH MUNICIPALITY: A COMPREHENSIVE ANALYSIS OF INFLUENCING FACTORS
Abronoma Danquah , Faculty of Economic and Business Administration, Catholic University College of GhanaAbstract
This study aims to investigate the factors influencing consumer buying behavior for toothpaste in the Kintampo North Municipality. Understanding consumer behavior is crucial for marketers to design effective strategies and tailor products to meet consumer needs. Using a mixed-methods approach, including surveys and interviews, data was collected from a representative sample of consumers in the municipality. The analysis examined various factors such as brand loyalty, price sensitivity, product attributes, and demographic variables. Results reveal insights into the primary determinants shaping toothpaste purchasing decisions in the region. The findings contribute to the existing body of knowledge on consumer behavior and provide actionable recommendations for marketers operating in the oral care market.
Keywords
Consumer Behavior, Toothpaste, Influencing Factors
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