A STUDY OF CONSUMER PREFERENCE OF MEDICAL TOOTHPASTE WITH SPECIAL REFERENCE TO CHENNAI CITY (KEY IJP************371)

• Dr.r.suresh, Balaji P

Abstract

This paper examines consumer preferences regarding medical toothpaste in Chennai, India, focusing on how it addresses specific dental health issues such as sensitivity, enamel protection, and gingivitis prevention. The study investigates consumer awareness, product effectiveness, and the role of clinical endorsement in influencing purchasing decisions. A survey methodology was employed to gather quantitative data from 450 consumers. Findings reveal that effectiveness, health benefits, and clinical endorsements significantly influence consumer choices. Recommendations include targeting younger consumers and emphasizing flavor varieties to increase market penetration.