CHAPTER IV

RESULTS AND DISCUSSION

This chapter presents the analysis, discussion and interprets the data gathered

by researcher through the survey questionnaires. The data gathered was composed of

five parts the background information of the respondents, awareness of respondents

toward toothbrush product, their purchases and consumption toward the product, their

usage toward the product and lastly their attributes toward the toothbrush products. The

results were presented in a tabular and figure form, following with the discussion and

interpretation.

Part I –Background Information of the Respondents

This part it contains the dynamic information about the background of the

respondents and its answers the statement number one. What is the profile of

information of the respondents toward toothbrush product?

Figure5. Course of the Respondents

Courses of the Respondents

70
50
30
10
ABM Ag.Ed/Ext'n Ag.Eng'n Animal Science Plant Science
Frequency 76 80 54 23 50
prcentage 26.8 28.2 19 8.1 17.6
 39

This figure 1 shows that eighty or (28.2%) is the highest frequency which toppled

to the department of Agricultural Education/Extension, followed by the Agricultural

Business Management which has the second highest of frequency of seventy six or

(26.8%), it followed by Agricultural Engineering has the frequency of fifty four or

(19.0%), fifty or (17.6%) is the frequency of Plant Science, Animal Science is the lowest

frequency of twenty three or (8.1 %). It implies that department of Agricultural

Educ/Ext’n has the highest population as whole. It correlates from the (ISD 2018) that

there are 1,043 students from the College of Agriculture for second semester 2017-

2018 in which there are two hundred seventy three (273) from department of

Agricultural Extension/Education, followed by Agricultural Business Management with

the total population of two hundred sixty two (262), followed by the Agricultural

Engineering with a total of one hundred eighty five (185). Plant science has a total of

one hundred seventy one (171) and lastly the Animal science a total population of

eighty (80) students.

Figure6. Year level of the respondents

Year Level of the Respondents

130
110
90
70
50
30
10
1st year 2nd year 3rd year 4rth year
Frequency 0 53 104 126
Percentage 0 18.7 36.7 44.5
 40

This Figure 6. shows that most respondents of this study was from the fourth

year level with the frequency of one hundred twenty six or (44.5%), followed by the third

year level composed of one hundred four or (36.7). the next one is the second year

level has the rate of fifty three or (18.7%), and the last one is the first year level which is

no one else answered this level it may due to the implementation of K-12, thus, there is

no respondents from the first year level.

Therefore, fourth year level subjated the population of the researcher it is

because fourth year students has a major subjects in College of Agriculture as well as

the third year students unlike in the second year students there were small population it

may because they are busy on their Liberal Arts (LA) subjects.

Figure 7.Genders of the Respondents

Gender of the Respondents

170
150
130
110
90
70
50
30
10
Frequency Percentage
Male 118 41.6
Female 165 58.3

Figure 7. Shows that out of two hundred eighty three respondents, only one

hundred eighteen or (41.6%) who are female students and the rest one hundred sixty

five or (58.3%) are male. Thus, total sample of two hundred eighty three respondents

are mostly female. It is implies that most students of College of Agriculture in different

department are mostly females than the males. It correlates to a Survey conducted by
 41

Higher Education Statistics Agency, on higher education population during the school

year 2010-2011 where females recorded for more than half of the total 3.5 million

populations at 55.46% compared with males at 44.54%.(http://www.pcw.gov.ph,2014).

In addition, Filipino college graduates (56 percent) in 2010 were women. Male

graduates numbered 211,985 or 44 percent of the total. There were half a million more

men than women aged 20 to 34 (11.9 million men, 11.85 million women) in the

population (newsinfo.inquire.net.ched.com). It will also correlates to the study that out of

one thousand forty three students of College of Agriculture, there are six hundred twelve

female and four hundred twenty one male (Source: Information System Database)

Figure 8. Ages of respondents

Ages of the Respondents

150
130
110
90
70
50
30
10
17-19 19-22 23 above
Frequency 53 157 73
Percentage 18.7 55.4 25.7

figure 8 reveals that out of two hundred eighty three (283) respondents, there

were one hundred fifty seven (157) or (55.4%) was the age of 19-22, followed by the

age of 23 above which consist of seventy three or (25.7%) and lastly lowest range of

age was the 17-19 in the total amount of fifty three or (18.7%). This implies that the

most respondents of the researcher were the age of 19-22 years old. Age and life-cycle
 42

have potential impact on the consumer buying behavior. Obviously the buying behavior

of the consumer changes as their age change. As their age change their choice change

as well. Family life-cycle consists of different stages such young singles, married

couples, unmarried couples etc. which help marketers to develop appropriate products

for each stage. (http://news.abs-cbn.com/business/11/11/14/top-10-modern-trade-

retailers-philippines)

Figure9. Monthly allowance of the respondents

6%
9% 16%
Less than 1,000
1,000-2,000
2,000-3,000
10% 3,000-4,000
4,000-5,000
35% 5,000 above

25%

Figure 9 shows that out of two hundred eighty three respondents, answered

ninety eight or (35%) respondents that they received their monthly allowances in the

amount of 1,000-2,000, followed by 2,000-3,000 of seventy one or (25%), and less than

1,000 of forty five or (16%). The highest rate of allowance which is the amount of 3000-

4000 (9%), 4000-5000 (9%0 and 5,000 above (6%) has the lowest monthly allowances

that they received. Hence, ninety eight or (35%) respondents got the highest receiving

allowance per month. It implies that the most students of College of Agriculture received

their monthly allowance in the amount of 1,000-2,000. It contradicts to the result

 43

gathered by the philstar.com that the average monthly allowance for college students in

the Philippines is 2000-3000 monthly. (Http//:www.phistar.com,2009)

Figure10. Sources allowance of the respondents

6% 9%
3%

11%
72%

Parents Parttime job Scholorship Student assistant siblings

This figure 10 shows that majority of respondents has got their allowances from

their parents with a frequency of two hundred three or (72%). Followed by thirty or

(10%) answered that they got their allowance through part time job. And the rest 9%,

6% and 3% got their allowances from their siblings, from being student assistant, and

scholarship. It is clearly that the most students of College of Agriculture are still

dependent on their parents. Parents are an important information sources allowance of

money, a similar finding was reported by the USA Weekend in its May 1999 special

report on students and Money. When asked where they had a sources about money

matters, 77% indicated from their parents and 20% said from their own jobs.

(www.ioe.ac.uk.education maintain allowance.com)

 44

Part II – Awareness of Toothbrush product

This part is about the awareness of respondents toward the toothbrush products

and it will answer the statement number 2; what is the level awareness toward

toothbrush products?

Figure11. Awareness of Respondents on Toothbrush Product

Awareness of Respondent on Toothbrush

275
225
175
125
75
25
Frequency Percentage
Yes 278 98.2
No 5 2.12

Figure 11 shows That majority of the respondents, two hundred seventy (278) or

(98.2) said YES which means they aware of the existing product in the market.

however, five or (2.12%) of the respondents had said NO which means these

respondents aren’t aware of the existing of the toothbrush products. It correlates that

Ghana schoolchildren population that awareness was strongly associated with the

frequency of oral cleaning. In this study, 38% of the population in the urban area used

toothbrush versus 8% in the rural area, demonstrating that children in the urban area

were more aware, had cleaner mouths and consequently had lower needs for

periodontal treatment (Addo-Yobo et al (1991).

 45

Table3. First Brand that comes to the respondents upon hearing the word
toothbrush
Product (toothbrush) Frequency Percentage (%)

Oral B 98 34.6

Colgate 153 54

Crest 1 0.4

Pepsodent 9 3.1
GUM 5 1.7
Springmaid 16 5.6
Dr. fresh 1 0.4
Reach 0 0

Table 3.shows that one hundred fifty three (34.6%) of respondents were the

highest rank as the first brand that comes in their mind when hearing the word

toothbrush products. Followed by the oral B brand a total of ninety eight or (34.6%)

respondents. Spring maid is the third highest rank a total of sixteen or (5.6%)

respondents. Nine or (3.1%) of the respondents were answered when hearing the

toothbrush brand. Crest, GUM and Dr. Fresh has the lowest percentage with the total of

0.4, 1.7, and 0.4. Lastly, the Reach with the zero percentage which means this brand is

not popularity with consumers. It associates that Colgate is the Most Chosen Brand in

Asia for the second year in Kantar Worldpanel’s Brand Footprint ranking. More than

62% in Asia. Colgate’s products are chosen by shoppers more than 6 times a year on

average. Colgate is also the world’s most chosen health and beauty brand and the only

FMCG brand to reach more than half of the world’s households (with 63% penetration).
 46

Thus, it implies that Toothbrush has the strong brand recall among the student of

the College of Agriculture compare to other brands.

Table 4 Sources of Awareness by the Respondents

Sources of awareness Frequency Percentage (%)

TV ads 236 83

Radio 9 3

Online 39 14

Magazine 2 1

News paper 4 1

*Multiple responses

Table4 shows that the TV ads got the highest rank by the total of two hundred

thirty six or (83%) of the total respondents, followed by the online ads by the total of

thirty nine or (14%). Radio also is other sources of the respondents by the total of nine

or (3%). Newspaper and magazine has lowest rank by total of percentage of 1

percentage each. Therefore, the most accessibility of students of College of Agriculture

was TV advertisements. It correlates to the study conducted by Cynthia Zacarta, 2012,

said that despite the growing strength of social networks, television advertising is still

the most influential medium in people’s purchase decisions. Nielsen Global Consumer

survey from the Philippines said that commercials increased their brand preference

(78%), as the image created by these commercials influenced their decision to buy the

toothbrush products. On the Internet also plays a key role in advertising. 10% of the

consumers ranked social media posting, 9% for active internet searching, 6% for

internet advertisements, and 4% for Internet forum or message board as key influencers

Figure12. Respondents influenced by advertisement on choice of toothbrush

 47

Respondents influenced by advertisement

on choice of toothbrush
12%
Yes
No

88%

Figure 12 shows that out of two hundred eighty three respondents, answered

two hundred forty eight or (88%) respondents said yes that they influenced their

perception on advertisement of toothbrush product. However, thirty (30) or (12%) that

they are not influenced on choice of brand through advertisement of the products. it

correlates about 73% of Filipino respondents agreed that the image created by

advertising influenced their decision to buy a product. This is 9 points more than the

region's 64% average. (http://www.rappler.com)

In addition of the study of Most of the consumers are significantly influenced by

the point-of-purchase advertisements. Interestingly, about 44% consumers pointed out

advertisements as their source of information, but the observations of this study

indicated the absence of advertisements of toothbrushes in TV, Radio, Newspaper and

in other media. (http://www.Euromonitor, 2012)

Figure13. Familiarities of Respondents on Toothbrush brand

 48

Familiarity of Respondents on toothbrush

brand
275
225
175
125
75
25
Frequency Percentage (%)
Yes 263 93
No 20 7

Figure 13 Shows that majority of respondents of this study a total of two hundred

sixty three or (93%) which signify that majority of them were particularly familiar with any

specific brands of toothbrush. Twenty or (7%) of respondents said that they are not

familiar with any specific brand of toothbrush. An estimated 80 percent of Net-savvy

Filipino consumers would buy new products from familiar brands rather than switch to

new brand. (www.business.inquiries.net)

Table5. Brands of Toothbrush most familiar to the Respondents

Brands of energy drink Frequency Percentage (%)
most familiar with
Colgate 202 71
Oral B 140 49
Spring maid 19 7
Dental b 5 2
Pepsodent 8 3
Dr. fresh 2 1
Reach 2 1
GUM 10 4
*Multiple responses

Table 5 Shows that the most brands that familiar to the respondents was the

Colgate brand by the total of two hundred two or (71%) respondents. Followed by the
 49

Oral B by the total of one hundred forty or (49%) that they are familiar with. Spring maid

also has the total of nineteen or (7%) respondents are familiar with this brand. The

remain brands are the GUM, Pepsodent, Dr. fresh and Reach has the lowest total of

respondents, which means this brands are not popularity to the students of College of

Agriculture. Moreover, Colgate brand is the most popularity to students of College of

Agriculture. It contradicts that the statistic depicts that the ranking of the leading Oral B

toothbrushes in the United Kingdom (UK) from 2013 to 2016, Estimated that 13.7 million

consumers are mostly familiar with the Oral B brand. (http.ww.statista.com)

Part III. Purchase and Consumption of toothbrush

This part indicates the purchase and uses of toothbrush to the respondents. And

response statement number 3. How they purchase and consume/used toothbrush

products?

Table6. Store where respondents bought their toothbrush

Store where bought Frequency Percentage (%)
respondents
Drug store 32 11
Grocery store 104 37
Sari-sari store 118 42
Super market 63 22
Public market 6 2
*multiple responses

Table 6 shows that the most channels of the respondents were the Sari-sari

store by the total one hundred eighteen or (37%). Followed by the grocery store with the

total of one hundred four or 37 percent of respondents. Super market is another store

where they bought toothbrush a total of sixty three or 22 percent respondents. Drug
 50

store has a total of thirty two or eleven percent respondents. Lastly, public market it has

lowest ranking only a total of six or two percent respondents. This implies that the

highest ranking falls to the sari-sari store which means students of Agriculture preferred

to buy products in the sari-sari store. It will correlates that Sari-sari stores played a

significant role in the rise of personal care spending, accounting for 35 percent of

personal care sales, followed by the modern trade channels (composed of

supermarkets and hypermarkets) with 34 percent of sales. Grocery stores were the 3rd

biggest channel for personal care sales, with 7.7 percent total market share of personal

care sales in country. (https://www.rappler.com)

Figure14. How often Respondents purchase products

Every three Once a
months month
48% 30%

Every two
months
22%

Figure14. shows that most of respondents purchase their toothbrush every three

months by the total of one hundred thirty seven or (48%) respondents, customers also

answered they purchase their toothbrush once a month with the total of eighty five or 30

percent respondents. Others purchase their toothbrush every two months with the total
 51

of sixty one or 21.5 % respondents. Which means most of the students of College of

Agriculture changed their toothbrush every three months. At what interval consumers

change their toothbrush is vital issue in understanding the consumers’ repurchase and

retention pattern. It coincides with the study of Md. Anwar Sadat Shimul and Kazi

Ahmed Farhan found out that almost 19% consumers change the toothbrushes in three

months intervals. 14% consumers change the toothbrushes in every six months, and

almost 10% consumers do so after one year or longer intervals. Most of the consumer

in Dhaka city changes the toothbrushes within three months period.

Table7. Place where most often respondents purchased

Place buy toothbrush Frequency Percentage (%)
most often

Sari-sari store 94 33
Super market 77 27
Grocery store 81 29
Public store 5 2
Drug store 35 12

Table 7 Shows that sari-sari store are still the highest ranking compare to other

store, by the total of ninety four or 33 percent respondents, then followed by the grocery

store a total of eighty one or 29 percent. Super market is the third channel of the

respondents by total of seventy seven or (33%). Drug store also is another store where

customer buys with a total of thirty five or (12%) respondents. Public market are still the

lowest ranking a total of five or (2%) respondents. The result of this indicates that

students of College of Agriculture often bought their toothbrush in the sari-sari store.

This result will contradicts with the information from Table 6 that sari-sari store

respondents bought their toothbrush that supermarkets/hypermarkets are the most

 52

preferred distribution channels and are expected to dominate the distribution share of

oral hygiene by 2009 followed by groceries and convenience stores.

(www.transparencymarketresearch.com)

Table8. Types of toothbrush were respondents usually purchase

Types of toothbrush Frequency Percentage (%)

Hard bristles 68 24

Soft bristles 215 76

Table 8 shows that out of two hundred eighty three there are two hundred fifteen

or (76%) of the total respondents who buy their toothbrush with soft bristles. However

there are, sixty eight or (24%) of the total respondents who buys toothbrush with a hard

bristles. Thus, most of the students of college of Agriculture preferred to buy toothbrush

with soft bristles. It disagree with the anecdotal report has it that many individuals

especially in this part of the world believe that the harder the bristles of their

toothbrushes, the more effective the toothbrush as they have the sense of

accomplishment after their tooth brushing. While there might be psychological

satisfaction from the use of such hard-textured toothbrushes, there is the increased

danger to both the hard and soft tissue within the mouth as the gingivae will be more

predisposed to recession, while the tooth will be more predisposed to cervical abrasion

(https://ncbi.nlm.nih.gov.com)
 53

The result pertains that majority of the Respondents were buying soft bristles

kind of toothbrush than the hard bristles one, due to the fact that hard bristles may harm

their gums.

Table9. Particular price (in Peso) of toothbrush usually purchased

Price of toothbrush Frequency Percentage (%)

25 51 18

20 75 27

18 142 50
27 15 5

Table 9 shows that there are one hundred forty two or (50%) of the total

respondents answered they buy the toothbrush products with the price of 18 pesos,

followed by the total of seventy five or (27%) of the total respondents who buys at the

price of 20 pesos go along with the total of fifty one or (18%) of the total respondents

who answered that they buy toothbrush product at a price of 20 pesos. Lastly the

lowest that goes to the total of fifteen or (5%) of the total respondents who preferred in

buying toothbrush products at a price of 27 pesos. It correlates that Filipinos are often

lured by product promos and affordable prices. 40% of the Filipino respondents in a

study conducted by Waggener Edstrom Communications Ltd. (WECL) said that they are

very likely to follow a brand on social media for the discounts and promotions offered.

The result pertains that majority of the Respondents preferred buying

toothbrush products at a price of 18 pesos this scenario is due to the fact that most of

the respondents are being practical in buying their basic needs especially when it

comes to the prices.

 54

PART IV. USAGE OF TOOTHBRUSH BY THE RESPONDENTS

This part discussed about how the respondents usually use toothbrush products,

and answers statement number 4; what are the product usage of toothbrush?

Figure15. Brands of toothbrush were respondents usually consume/used

170
150
130
110
90
70
50
30
10
Colgate Oral B Spring Pepso- Dental B GUM Crest Reach
maid dent
Frequency 163 74 22 11 5 3 1 0
Percentage 57.7 26 7.7 3.9 1.8 1.2 0.4 0

Figure 15 shows that out of 283 Respondents Colgate toothbrush becomes the

leading brand that is being used/consume for having the highest rate of one hundred

sixty three or (57.5%) of the total respondents followed by Oral B with the average

score of seventy four or (26%) of the total respondents followed by Spring maid with

the average rate of twenty two or (7.7%) go along with Pepsodent with an average rate

of eleven or (3.9%) , followed by Dental B at an average rate of five or (1.5%) of the

total respondents, followed by Gum in the average rate of three or (1.2%), followed by

Crest with the average rate of one (0.4%) of the total respondents and lastly is Reach

who got the lowest rate o zero. Statistic shows the brands of manual toothbrushes used

most often in the United States in 2017. The data has been calculated by Statista based
 55

on the U.S. Census data and Simmons National Consumer Survey (NHCS). According

to this statistic, 53.4 million Americans used Colgate Total in 2017

(https://www.statista.com)

It coincides w/ Table 5 that result pertains that Colgate toothbrush most widely

used/consume by the respondents due to its impact to the respondents is very high as

well as they trusted the brand the most among the choices.

Figure16. Usage of toothbrush per day

Frequency

once a day
4%
once a day
twice a day
thrice a day thrice a dau
39%

twice a day
57%

The toothbrush usage habit has a positive correlation with the degree of

education, lifestyle, awareness and economic status.

Figure 16 shows that majority of the respondents answered that they used

toothbrush products twice a day with the average rate of (57%) , followed by (39%)

who answered that they used the product thrice a day and lastly with the lowest rate of

(4%) of the respondents who answered once a day. It correlates survey it was found

that about 51% consumers brush their teeth two times per day, whereas 43%
 56

consumers do so only one time per day. Majority of consumers in the Dhaka city brush

their teeth two times per day and as predicted non-metropolitan people are habitual to

brush one time per day (www.aus.edu.com)

In addition, American Academy of Pediatric Dentistry (AAPD) recommended that

tooth brushing should be performed for twice daily.

Table10. Toothbrush product last used/consumed by the Respondents

Toothbrush last used Frequently Percentage (%)

Oral B 68 24.0
Colgate 158 56.8
Sonicare 2 0.7
Pepsodent 3 1.1
Spring maid 35 12.4
Crest 1 0.4
GUM 4 1.4
Dental B 12 4.2

Table 10 shows that majority of the respondents answered that they are

currently using Colgate toothbrush with the highest average rate of one fifty eight or

(56.8%) followed by Oral B with the highest rate of sixty eight or (24.0%) of the total

respondents, along with Spring maid with the average rate of thirty five or (12%) of the

total respondents, followed by Gum with the average rate of four or (1.4%) along with

the lowest rate in which falls to Pepsodent, Sonicare and Crest with the average rate of

(1.4%), (1.1%),and (0.4%) respectively, It also coincides from the table 5 brands of

toothbrush most familiar to the respondents, that Colgate brand is the most familiar to

them. It correlates that the Colgate toothbrush brand are used by the word’s consumer
 57

and is the most used global brand of category in 18 countries including India, Thailand,

Malaysia, Uk. (https://www.kantarworldpanel.comto)

Figure17. Period of using the product

Length of using product

232

82 %

51 18 %

Less than two months More than two months

frequency 51 232
percentage 18 82

Figure 12 shows that majority of the respondents about two hundred thirty two

or (51%) of the total respondents whereas about eighty two or (18%) of the total

respondents. The result implies that most of the respondents are using toothbrush

products more than two months before they buy another on. A 2013 Nielsen study

reveals that Filipino consumers have strong brand affinity – with almost 80% of survey

respondents saying they would choose to buy new products from brands they’re more

familiar with. The good news is that Filipinos are loyal consumers. Once they have

found a brand they trust, they don’t easily change their minds about it.

(http://www.focuscomms.com/filipino-consumers-and-the-evolving-segment-opportunity/).

However, Nielsen survey on Global New Product Innovation in 2015 revealed

that , Filipinos are among the consumers worldwide who often try new products when
 58

grocery shopping, and prefer brands with fresh product development. 68% of the

Filipino respondents said that they bought a new product during their last grocery trip.

78% prefer to buy new products, while 77% like it when manufacturers offer new

product options, as a brand name assures quality and credibility

(https://opentoexport.com)

Table 11. Brands were consumed/used before by respondents

Brands Frequency Percentage (%)

Oral B. 35 12.4

Spring maid 10 3.5

GUM 6 12.12

Pepsodent 5 1.8

Table 11 shows the respondents who answered less than 2 months in the

previous question. It results to the Oral B by the total of thirty five or (12.4%), followed

by the spring maid a total of teen or (3.5), six or (12.12) of GUM and lastly the

Pepsodent with a total of five (1.8%). It correlates that the statistic in South Korea

shows that 18.6 percent stated are using the Oral B brand of toothbrush as of March

2017. (www.static.com)

PART5. ATTRIBUTES OF THE DIFFERENT TOOTHBRUSH PRODUCT

 59

This part covers the details on respondent’s attitudes towards different

toothbrush products purchase and consumed. It explains the problem statement

number five: What are their attributes or preferences towards toothbrush products?

Table 12. Rated attributes on toothbrush products .

Attributes Frequency Percentage Quantitative Rank

Low price 168 59.4 Very Important 5

Quality 152 53.7 Important 4

Color 94 33.2 Neither important 3

nor unimportant
Texture 81 28.6 Neither important 2
nor unimportant
Attractive 48 17 Definitely un 1
packaging important
LEGEND: 4.51- 5.00 Very Important
3.51- 4.50 Important
2.51- 3.50 Neither Important nor unimportant
1.51- 2.50 Unimportant
1.00- 1.50 definitely unimportant

Table 12 shows that low price toothbrush products is considered to the

respondents as very important in the products with the highest rate of one hundred sixty

eight or (59.4) of the total respondents followed by quality in which they considered as

important with the highest rate of one hundred fifty two or (53.7) of the total respondents

go along with color and texture in which they considered as neither important nor

unimportant with the highest rate of ninety four or (323.2) and eighty one or (28.6) of the

total respondents respectively, and lastly is the packaging that is considered by the

respondents as unimportant with the lowest rate of forty eight or (17%) of the total

respondents. It correlates to study that attributed to the reason that consumers strive to
 60

keep to their household budget low. This research also shows that 20% of consumers

purchase the cheapest available oral care product. There are many factors which affect

consumer behaviour. However, pricing is believed to be one of the most important

aspects of consumer motives (Kin and Jin, 2001).

Table 13. Attributes on like and dislike of respondents on toothbrush product

Attributes Frequency Percentage quantitative Rank

LIKE

Low price 157 55.5 Very Important 4

Color 112 39.6 Important 3

High quality 109 38.5 Neither 2

Attractive 98 34.6 Un Important 1

packaging
DISLIKE

High price 115 40.6 Very important 4

Low quality 105 37.1 Important 3

Course effect 84 29.7 Neither 2

Color 61 21.6 Un Important 1

*Multiple responses

Table 13 shows that the attributes that the respondents like the most goes to the

low price with the highest rate of one hundred fifty seven or (55.5%) of the total

respondents followed by the color with the average rate of one hundred twelve or

(39.65%) of the total respondents followed by high quality with the average rateof one

hundred nine or (39.5%) of the total respondents and lastly is the packaging which
 61

considered as not important to the respondents with the lowest rate of ninety eight or

(34.6) of the total respondents.

On the other hand the attributes that respondents dislikes in the toothbrush

products is the high price in which they considered as very important with the average

rate of one hundred fifteen or (40.6%) of the total respondents followed be low quality

with the rate of one hundred five or (37.1%) of the total respondents, along with the

course effects with the average rate of eighty four or (29. 7) percent of the total

respondents and lastly is the color with the lowest rate of sixty one or (21.6%) of the

total respondents. In contradicts to the study of Mintel 2012 suggests that people would

be want to pay more for toothbrush that provided better quality of products.