Consumer Buying Behaviour towards Oral Health Care Products Part 1 I. Consumer Profile 1. Name and Address 2. Gender a) Male b) Female 3. Age a) 15-25 b) 26-35 c) 36-45 d) Above 45 4. Educational qualification a) Primary education b) Graduation c) Post graduation 5. Marital status a) Married b) Unmarried If you are married please answer the questions 5(i), 5(ii) &, 5(iii) 5(i) Since how many years are you married 5(ii) Number of children do you have
5(iii) Number of children in the following age groups: a) None b) 1-5 yrs c) 6-12 yrs d) 13 15 yrs 6. Family type a) Nuclear family b) Joint family 7. Total member in your family 8. Status of respondent (Please tick the relevant) 1. Employee ( ) 2. Own Business ( ) 3. Student ( ) 4. Home Maker ( ) 9. If you are an employee please mention your work designation:. 10. Total family income/per month 11. Spouse working status a) Yes b) No 12. Are you an income tax payer? a) Yes b) No
13. How much do you save per month? 14. What are your major investment portfolios? (Tick the relevant) a) Bank deposit b) Securities c) Insurance d) Real estate e) Others 15. Which one of the following four categories best describes your social class? a) Lower class b) Middle class c) Upper class 16. Status of your house in native a) Rental b) Own c) Lease 17. Status of your house in current residence a) Rental b) Own c) Lease 18. Nationality 19. Religion a) Hindu b) Christian c) Muslim
20. Community a) Forward community a) BC (Backward community) b) MBC (Most backward community c) SC/ST d) Others 21. Mother tongue 22. I prefer a) English movies b) Hindi movies c) Others, specify 23. Food habit a) Vegetarian b) Non-vegetarian 24. Native place a) Metropolitan b) Municipality c) Town panchayat d) Others 25. Current residence a) Metropolitan b) Municipality c) Town panchayat d) others
Part 2 Current Toothpaste Purchase 27. Do you use toothpaste? a) Yes b) No 28. Which toothpaste brand do you use now? 29. Which brand or brand of toothpaste have you personally used at home during last three month? In case of more than one brand, Please list all the brands that apply? 30. How many times are you brushing in a day? 31. Do you prefer toothpaste and toothbrush in one package? a) Yes b) No 32. How often do you purchase toothpaste? a) 15 days once b) Monthly c) Once in 2 month d) Quarterly e) Others
33. Consumption of toothpaste by your family per month Quantity in gram Number of toothpaste Value in Rs 34. Did you encounter any dental problem? a) Yes b) No 34(i).Do you visit dentist for advice? a) Yes b) No 34(ii).How often do you visit dentist? a) Regular check up b) In case of dental problem c) Never 35. Brand preference level Please put tick mark in the appropriate box for the following statement I Sometimes Rarely prefer Frequently I I Always prefer prefer prefer S.No Statement 1 Colgate (all brands) 2 Close-up 3 Pepsodent 4 Neem 5 Promise 6 Dabur red 7 Babool 8 Meswak 9 Anchor 10 Ajanta 11 Aquafresh 12 Vicco Definitely I am not prefer
Part 3 Please circle your level of agreement with the following statement and answer all the questions SDA-Strongly Disagree, DA-Disagree, NAND-Neither Agree Nor Disagree, A- Agree, SA-Strongly Agree S.No Statement SDA DA NAND A SA 1 1. Advertisement Advertisement helps me in toothpaste buying decision SDA DA NAND A SA 2 Advertised toothpaste brands are better than those that are not advertised SDA DA NAND A SA 3 Advertisement is not influencing me to buy a toothpaste brand SDA DA NAND A SA 4 Newspaper I am not interested in reading toothpaste advertisement in newspaper SDA DA NAND A SA 5 I get to know toothpaste brands from newspaper advertisement SDA DA NAND A SA 6 I feel newspaper is a good medium to advertise tooth paste SDA DA NAND A SA 7 Magazine I would read a magazine about toothpaste brands SDA DA NAND A SA 8 Magazines acts as a source of information to know about toothpaste brands SDA DA NAND A SA 9 I feel magazine is a not a good medium to advertise tooth paste SDA DA NAND A SA 10 Radio I listen to radio advertisements to get information on tooth paste brands SDA DA NAND A SA 11 I only listen radio for programmes not commercials SDA DA NAND A SA 12 I feel radio is a good medium to advertise tooth paste SDA DA NAND A SA 13 Television I watch television only for programmes, and I switch to other channel at the time of advertisement SDA DA NAND A SA 14 Television advertisement for toothpaste attracts me more than any other medium SDA DA NAND A SA Television advertisements stimulates me to buy SDA DA NAND A SA 15 particular brand of tooth paste 16 Internet I am not familiar with using internet SDA DA NAND A SA 17 Internet toothpaste Ads are interesting SDA DA NAND A SA
18 Internet Ads gives more information on tooth paste brands SDA DA NAND A SA 19 2. Sales promotion I usually buy more quantity of toothpaste when there is offer SDA DA NAND A SA 20 Offer doesn t make any changes in my toothpaste brand or purchase quantity SDA DA NAND A SA 21 I have the habit of switching toothpaste brand because of offer SDA DA NAND A SA 22 Free extra quantity offer I continue with the same toothpaste brand because of free extra quantity offer SDA DA NAND A SA 23 I switch to other toothpaste brand when there is a free extra quantity offer offered by other companies SDA DA NAND A SA 24 Free extra quantity offer doesn t make any difference in my purchase or in toothpaste brand SDA DA NAND A SA 25 Price discount Price discount influences me to buy a particular toothpaste brand SDA DA NAND A SA 26 I delayed my toothpaste purchase to get the price discount offer SDA DA NAND A SA 27 My purchase doesn t change because of price discount offer SDA DA NAND A SA 28 Coupon offer I aware of toothpaste brands because of coupon offer SDA DA NAND A SA 29 I believe coupon offer is not worth for buying 30 Coupon offer attracts me to buy a particular toothpaste brand SDA DA NAND A SA 31 Saver pack offer I always think I gain through saver pack offers of 32 I don t consider saver pack offer for buying 33 When saver pack offer for toothpaste is available if it is not provided by the shop, I will change the shop SDA DA NAND A SA 34 Free gift offer I doesn t look for free gift offer when buying 35 I used to buy more quantity of toothpaste when there is a free gift offer SDA DA NAND A SA 36 Free gift offer makes me from switching to other toothpaste brand SDA DA NAND A SA 37 Contest I buy toothpaste only when there is consumer contest offer SDA DA NAND A SA
38 Consumer contest organized by toothpaste company interests me very much SDA DA NAND A SA 39 I feel contests are suitable for attracting consumer SDA DA NAND A SA 3. Attribute Packaging I am not considering the outside wrapper of SDA DA NAND A SA 40 toothpaste for buying 41 Attractive wrapper influencing me to buy a particular toothpaste brand SDA DA NAND A SA 42 Packaging provide information regarding the toothpaste characteristics SDA DA NAND A SA 43 Quality I am quality conscious in buying tooth paste SDA DA NAND A SA 44 I am ready to spend more for quality toothpaste brands SDA DA NAND A SA 45 I feel quality is not a essential factor for buying 46 Color Color of toothpaste is important to me SDA DA NAND A SA 47 I think toothpaste color gives me a pleasant feel SDA DA NAND A SA SDA DA NAND A SA 48 I don t buy toothpaste based on color 49 Taste Taste is important for me to buy a 50 I buy my toothpaste brand because of taste SDA DA NAND A SA 51 My concern is not for taste but for healthier teeth SDA DA NAND A SA 52 Ingredients I usually buy toothpaste with rich ingredients SDA DA NAND A SA 53 I don t see the ingredients present in tooth paste brands SDA DA NAND A SA 54 I believe that ingredients of toothpaste protects our teeth SDA DA NAND A SA 55 Innovation I like improved products because of innovation SDA DA NAND A SA 56 I get attracted to changes & new development SDA DA NAND A SA 57 I am ready to continue the same toothpaste brand if there is no improvement or up gradation by time SDA DA NAND A SA 58 Benefit I somewhat consider the benefit for buying 59 I expect my brand need to satisfy with maximum benefit SDA DA NAND A SA 60 I seek information about benefit before buying
61 62 Sensitive toothpaste I buy only sensitive toothpaste because my teeth is sensitive in nature SDA DA NAND A SA I would not consider sensitivity for buying 63 Doctor suggested me to buy a sensitive Whiter teeth 64 I like whiter teeth SDA DA NAND A SA 65 I believe whiter teeth increases my image SDA DA NAND A SA 66 I buy toothpaste with no concern of whiter teeth SDA DA NAND A SA 67 Cavity protection I am using toothpaste which supports anti cavity SDA DA NAND A SA 68 I give lack of concentration to anti-cavity protection SDA DA NAND A SA 69 I want anti-cavity support in my tooth paste brand SDA DA NAND A SA Fresh breath 70 My concern is normally for fresh breath SDA DA NAND A SA 71 I think fresh breath avoid bad smell from teeth SDA DA NAND A SA 72 I buy toothpaste exclusive of fresh breath SDA DA NAND A SA Toothpaste class 73 I prefer only gel 74 I buy herbal 75 My concern is only fluoride 76 Strong teeth and gum care My main intention to buy a toothpaste is strong teeth and Gum care SDA DA NAND A SA 77 Strong teeth and gum care protects me from dental problems SDA DA NAND A SA 78 I don t think strong teeth and gum care avoid dental problems SDA DA NAND A SA 79 4. Price Price doesn t matter for me to buy a 80 I am not ready to spend more money for buying 81 Toothpaste brand,i buy are over priced SDA DA NAND A SA 82 5. Shelf arrangement I am much comfortable in selecting a toothpaste brand,if it is arranged in the shelf SDA DA NAND A SA 83 It is helpful for me to see the offer in different companies SDA DA NAND A SA
84 85 86 87 88 I buy only my toothpaste brand, arrangement is not important for me SDA DA NAND A SA 6. Involvement I get involved in collecting information about My level of involvement in buying toothpaste is less when compared to other products SDA DA NAND A SA I am interested to involve more in buying toothpaste brand SDA DA NAND A SA 7. Brand Brand image I give negligible consideration for brand image SDA DA NAND A SA 89 I buy only familiar brand SDA DA NAND A SA 90 I believe good brand image carries quality SDA DA NAND A SA 91 Brand switching I get bored with buying the same toothpaste brands even if they are good SDA DA NAND A SA 92 A lot time I feel the urge to buy something really different from the toothpaste brands I usually buy SDA DA NAND A SA 93 I enjoy exploring several different alternatives or brands while shopping. SDA DA NAND A SA 94 Information about brand I often feel confused because there are many toothpaste brands to choose when buying 95 The more toothpaste brand information I learn, the harder it seems to choose the best SDA DA NAND A SA 96 I have a lot of knowledge about how to select a best toothpaste brand with in a toothpaste class SDA DA NAND A SA 97 8. Information seeking I often seek out the advice of my friends regarding which toothpaste brands to buy SDA DA NAND A SA 98 I spend time for conversation with my friends about toothpaste brands SDA DA NAND A SA 99 I am not interested to spend time for discussing about 100 9. Company image I do not care about company image for buying 101 Quality products are made by well known companies SDA DA NAND A SA 102 I believe company image adds value to tooth paste brand SDA DA NAND A SA 103 10. Store image I buy toothpaste only in a familiar store SDA DA NAND A SA 104 I buy toothpaste in any shop SDA DA NAND A SA
105 106 I trust famous stores to buy good quality 11. Status I feel using a particular brand give status SDA DA NAND A SA 107 I believe superior brand posses status SDA DA NAND A SA 108 I am ready to pay more for a status brand SDA DA NAND A SA 109 12. Past experience If my experience with the toothpaste is good, then also I switch to other brand for a change SDA DA NAND A SA 110 Past experience influence me in buying the tooth paste brand SDA DA NAND A SA 111 Fruitful experience with the toothpaste brands makes me to continue it SDA DA NAND A SA 112 13. Influencer My child is influencing me to buy a particular toothpaste brand SDA DA NAND A SA 113 My final decision is based on spouse advice SDA DA NAND A SA My parents are dominating more in selection of SDA DA NAND A SA 114 toothpaste 115 14. Risk taking I am not fascinated to try new toothpaste brand SDA DA NAND A SA 116 When I see a new toothpaste brand I am not afraid of giving it a try SDA DA NAND A SA 117 I would rather stick to a toothpaste brand I usually buy than try something I am not very sure of SDA DA NAND A SA 118 15. Purchase spending time I spend more time for purchasing 119 In my shopping, I spend considerable time for Toothpaste SDA DA NAND A SA 120 I will buy my toothpaste brand in no time SDA DA NAND A SA 121 16. Consumer satisfaction and loyalty I constantly check my satisfaction level at times of using my 122 I am satisfied with the present toothpaste brand which I am using SDA DA NAND A SA 123 If I am not satisfied with the toothpaste brand I will stop using it SDA DA NAND A SA I am not interested to change my toothpaste brand 124 SDA DA NAND A SA 125 I am not attracted by competitive toothpaste brands SDA DA NAND A SA 126 I often change my toothpaste brand SDA DA NAND A SA
Part 4 (i) Self-Concept SDA-Strongly Disagree, DA-Disagree, NAND-Neither Agree Nor Disagree, A- Agree, SA-Strongly Agree S.No Statement SDA DA NAND A SA 1 My beliefs about myself often conflict with one another. SDA DA NAND A SA 2 On one day I might have one opinion of myself and on another day I might have a different opinion. SDA DA NAND A SA 3 I spend a lot of time wondering about what kind of person I really am. SDA DA NAND A SA 4 Sometimes I feel that I am not really the person that I appear to be. SDA DA NAND A SA 5 When I think about the kind of person I have been in the past, I'm not sure what I was really like. SDA DA NAND A SA 6 I seldom experience conflict between the different aspects of my personality. SDA DA NAND A SA 7 Sometimes I think I know other people better than I know myself. SDA DA NAND A SA 8 My beliefs about myself seem to change very frequently. SDA DA NAND A SA 9 If I were asked to describe my personality, my description might end up being different from one day to another day. SDA DA NAND A SA 10 Even if I wanted to tell, I don't think I could tell someone what I'm really like. SDA DA NAND A SA 11 In general, I have a clear sense of who I am and what I am. SDA DA NAND A SA 12 It is often hard for me to make up my mind about things because I don't really know what I want SDA DA NAND A SA
Part 4 (ii) Psychological Reactance SDA-Strongly Disagree, DA-Disagree, NAND-Neither Agree Nor Disagree, A- Agree, SA-Strongly Agree S.No Statement SDA DA NAND A SA Regulations trigger a sense of resistance in 1 me SDA DA NAND A SA 2 I find contradicting others stimulating SDA DA NAND A SA 3 When something is prohibited,i usually think that s exactly what I am going to do SDA DA NAND A SA 4 The thought of being dependent on others aggravates me. SDA DA NAND A SA 5 I consider advice from others to be an intrusion.(disturbance) SDA DA NAND A SA 6 I become frustrated when I am unable to make free and independent decisions SDA DA NAND A SA 7 It irritates me when someone points out things which are obvious to me SDA DA NAND A SA 8 I become angry when my freedom of choice is restricted SDA DA NAND A SA 9 Advice and recommendations induce me to do just the opposite SDA DA NAND A SA 10 I am content only when I am acting of my own free will. SDA DA NAND A SA 11 I resist the attempts of others to influence me SDA DA NAND A SA 12 It makes me angry when another person is help up as a model for me to follow SDA DA NAND A SA 13 When someone forces me to do something,i feel like doing the opposite SDA DA NAND A SA 14 It disappoints me to see others submitting to society s standards and rules. SDA DA NAND A SA
Part 4 (iii) Decision Making S.No Statement SDA NAND SA 1 I feel as if I m under tremendous time pressure when making decisions SDA NAND SA 2 I feel better about choosing if I can convince myself that the decision is not all that important SDA NAND SA 3 I like to consider all the alternatives SDA NAND SA 4 When I have a decision to make, I try not to think about it SDA NAND SA SA 5 I prefer to leave decisions to others SDA NAND 6 Whenever I get upset by having to make decisions, I choose on the spur of the moment SDA NAND SA 7 I try to find out the disadvantages of all the alternatives SDA NAND SA 8 I am inclined to blame others when the decision turns out badly SDA NAND SA 9 I waste a lot of time on trivial matters before getting to the final decision SDA NAND SA 10 I feel uncomfortable about making a decision SDA NAND SA 11 I consider how best to carry out the decision SDA NAND SA 12 Even after I have made a decision, I delay action upon it. SDA NAND SA After making a decision, I am inclined to undervalue the 13 worth of the alternatives I did not choose SDA NAND SA 14 When making decisions, I like to collect lot of information SDA NAND SA 15 I avoid making decisions SDA NAND SA 16 I only want to hear information about my preferred alternative SDA NAND SA 17 When I have to make a decision, I wait a long time before starting to think about it SDA NAND SA 18 I don t like to take responsibility for making decisions SDA NAND SA 19 I try to be clear about my objectives before choosing the best alternatives SDA NAND SA 20 I forget or overlook important information about choice alternatives SDA NAND SA 21 The possibility that some small thing might go wrong causes me to swing abruptly in my preferences SDA NAND SA 22 If a decision can be made by me or another person, I let the other person make it SDA NAND SA
23 Whenever I face a difficult decision, I feel pessimistic about finding a good one. SDA NAND SA 24 I take a lot care before choosing SDA NAND SA 25 I choose on the basis of some small reasoning SDA NAND SA 26 I don t make decision, unless I really have to SDA NAND SA 27 I delay making decision, until it is too late SDA NAND SA 28 I prefer to people who are better informed decide for me SDA NAND SA After a decision is made, I spend a lot of time convincing 29 myself that it was correct SDA NAND SA 30 I often put off making a decision SDA NAND SA I can t think with clarity, if I have to make decisions in a 31 hurry SDA NAND SA