Influence of competitive advertising on consumers' choice of toothpaste brands: a study of toothpaste manufacturers in Nairobi

Abstract

The objectives of this study were to establish whether competitive advertising influences the consumers' decision to purchase any particular brand of toothpaste and to determine which of the competitive advertising strategies has a greater influence on the purchase decision of consumers. The results of this study were intended to assist toothpaste and oral care product providers in selecting appropriate advertising strategies and to potential and future entrants into the market in selecting appropriate advertising strategies and messages that properly and productively communicate to the consumer. This study was a descriptive survey of consumers in Nairobi. A complete list of all estates in Nairobi was obtained from the Economic survey of 2001. A total of 10 estates were selected comprising 8 estates from high income groups and 2 estates from low income groups. A sample of 10 households was selected using convenience sampling primary data was collected using a structured questionnaire. Likert scales were used to determine favourable and unfavorable attitudes and responses, and brand loyalty towards competitive advertisements. One person from the household who makes the purchase decision was selected to be the respondent. Data was analyzed using frequencies; percentages, means and standard deviation and data presentation was made in charts and tables.