Paper Details

Nowadays the success of a firm depends on the consumer’s satisfaction towards the specific product. Hence the organization should be very well aware of the Need, Want and Demand of the customer. For satisfying the consumers, the organization needs to understand the behaviour of the consumers, their choices, tastes and preferences. Because of the market circumstances like: Innovations in the product, change in technology, and change in life style it is a very difficult task to understand the consumer. Many researchers have conducted many studies in this area, but final conclusions are not yet reached. The main objective of this paper is to identify factors influencing consumer behavior to purchase Colgate toothpaste and to analyze satisfaction level of consumer regarding their preferred toothpaste. The research design used in this study is descriptive research design. Data was collected from 200 sample respondents. Data was collected by survey method; the survey was collected in Islampur City, Maharashtra, through structured questionnaire. Secondary data were collected from the available literature sources. For distribution of questionnaire to the respondents random sampling method was used and to collect the respondents opinion, survey was taken among the selected sample respondents.

Colgate toothpaste, customer satisfaction.