The Impact of Customer Key Purchasing Determinants on Brand Equity of Toothpaste Market

Abstract

In present world toothpaste industry is one of the fastest growing industries in the world and there is a highly competitive market for toothpaste in Sri Lanka as well. In such a situation, this study was conducted “To Identify the customer key purchasing determinants on brand equity of toothpaste market’’. Relevant primary data have been collected mainly through the questionnaire to achieve the objectives. Data collection was based on the Colombo district and 100 respondents were randomly selected for the study. Based on the results revealed by the factor analysis, image of the product, sales, advertising and awareness can be identified as the customer key purchasing determinants on brand equity of toothpaste market. The chi square test statistics revealed that there is a significant relationship between education level, profession, monthly income and brand loyalty. Moreover, it further revealed that gender has an impact on brand awareness. This analysis also revealed that there is a significant relationship between age, monthly income and brand association. Considering this analysis, it is also clear that there is a relationship between gender, monthly income and perceived quality. Finally, it can be concluded that the brand equity in the toothpaste market can be developed through the improvement of toothpaste according to the customer key purchasing determinants derived by this study and by adopting effective marketing strategies such as creative packaging with a strong message, creative advertising, and discounts.