This article is based on a field survey of toothpaste users. It throws light on consumer behavior with regard to choice of toothpaste, brand loyalty, price sensitivity and brand switching. Among the important findings, product attributes/benefits are more important influencers than attractive advertisements and promotions. Likewise, collective view of family members and suggestions from relatives and friends determine the choice of toothpaste, much more than celebrity endorsers.

The Indian market for dental hygiene products is comparatively in a nascent stage, with substantial part of the population still using coal and neem sticks to brush their teeth. Nonetheless, the penetration levels of dentifrice in the country have been on an upward trend over the last few years, driven by strong improvements in the usage of toothpaste.

Around 12% of the total world population lives in rural India. It is estimated that at present, only around 25% of this population uses toothpaste regularly. While developing this market further requires enormous effort and expenditure, it is a market that cannot be overlooked and has huge potential. To put things in perspective, the per capita consumption of toothpaste in India is only 82 gms per year, as compared to 262 gms in Thailand, 376 gms in Mexico and 518 gms in the United States. In India, the urban per capita consumption is 153 gms, whereas rural consumption is a mere 38 gm per head.

The penetration level of toothpaste/tooth powder in urban areas is more than three times that in rural areas. Traditional materials such as neem and tobacco are popularly used for cleaning one's teeth in the rural areas. Average frequency of toothpaste usage is only 1.5 times per day among urban consumers in India, compared with 2 times in the developed world.

Marketing Mastermind Magazine, Consumer Perceptions, Brand Switching, Celebrity Endorsers, Indian Market, Indian Oral Care Market, Indian Toothpaste Market, Marketing Strategies, Social Groups, Brand Loyalty, Price Sensitivity, Teeth Whitening, Toothpaste Industry.