PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia
ISSN: 1983-9456 (Impressa)
ISSN: 2317-0123 (On-line)
Editor: Fauze Najib Mattar
Sistema de avaliação: Triple Blind Review
Idiomas: Português e Inglês
Publicação: ABEP – Associação Brasileira de Empresas de Pesquisa
Consumer Behavior and Characteristics of Use of Oral Hygiene Products: an Exploratory
Study with Undergraduate Students of the City of Maceió
Comportamento de Consumo e Características do Uso de Produtos de Higiene Bucal: Estudo
Exploratório com Alunos de Graduação de Maceió
Submission: Jan/6/2015 - Approval: Apr./7/2015
Edivaldo Pereira da Silva Filho
Master in Business Administration from Unifacs. Graduated in Business Administration from
Unibahia. Low Consumer Behavior Researcher income by the Foundation for the State of Bahia –
FAPESB. Professor at the University CESMAC, instrutor School fo Government of the State of
Alagoas – EGAL and the Brazilian Institute of Munipalism, Citizeship and Management – National
Institute of Alagoas.
E-mail: edivaldosucesso@hotmail.com
Professional address: FEJAL - Fund. Educ. Jayme de Altavila Rua Cônego Machado, nº 918,
Bairro Farol - 57151-160 - Maceió/AL – Brasil.
Consumer Behavior and Characteristics of Use of Oral Hygiene Products: an Exploratory Study with Undergraduate Students of the City of Maceió
Edivaldo Pereira da Silva Filho
ABSTRACT
The objective of the study is to assess the behavior of consumer oral care products and which sizes
these items fall within the decision-making process of the study population. The study found, in
qualitative and exploratory research, which the relationships between what undergraduate students
and report how images recorded in "loco" confirm or deny his claims. Therefore, there were
fourteen interviews in various undergraduate courses in the city of Maceio. This group was
submitted to a questionnaire with open and closed questions and the interviewer even took pictures
of the places where these people stored their oral hygiene utensils. To analyze the data collected
was used a research technique and a method ethnographic content analysis and to aid in shaping the
Atlas ti 6.2 was useful. The article concluded by noting that the brand, ease of finding products and
the appearance of the product is a differential for consumption. Although it was found that the main
results of treating teeth with the use of oral hygiene products are the prevention of caries and a good
breath.
KEYWORDS:
Consumer behavior, oral hygiene, decision-making process.
RESUMO
O objetivo do estudo é verificar o comportamento do consumo de produtos de higiene bucal e quais
as dimensões que esses itens se enquadram no processo decisório da população estudada. O estudo
verificou, nas pesquisas qualitativas e exploratórias, quais as relações entre o que os alunos de
Graduação relatam e como as imagens verificadas in loco confirmam ou negam suas afirmações.
Para tanto, foram realizadas 14 entrevistas em diversos cursos de Graduação da cidade de Maceió.
Esse grupo foi submetido a um questionário com questões abertas e fechadas e o entrevistador
fotografou os locais onde essas pessoas armazenavam seus utensílios de higiene bucal. Para a
análise dos dados colhidos foi utilizada a técnica de pesquisa etnográfica e o método de análise de
conteúdo para auxiliar na formatação do Atlas ti 6.2, que foi de grande utilidade. O artigo concluiu,
observando que a marca, a facilidade de encontrar os produtos e a aparência dos produtos é um
diferencial para o consumo. Ainda se apurou que os principais resultados em se tratar os dentes,
com uso de produtos de higiene bucal, são a prevenção das cáries e um bom hálito.
PALAVRAS-CHAVE:
Comportamento de consumo, higiene bucal, processo decisório.
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
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Consumer Behavior and Characteristics of Use of Oral Hygiene Products: an Exploratory Study with Undergraduate Students of the City of Maceió
Edivaldo Pereira da Silva Filho
1
INTRODUCTION
In recent years, the Brazilian industry has invested considerably in beauty, health and well-being.
This has happened due to economic balance, better distribution of income and increase of the
population's purchasing power. The Brazilian Association of the Cosmetic, Toiletry and Fragrance
Industry - ABIHPEC (2010) pointed out, in its annual report, that the items of oral hygiene
accounted for the industry, US$ 172,540 million in consumption in Brazil, in 2009, representing
37.2% of all the money spent on toiletry, perfumery and cosmetics.
The Brazilian market is composed of great international companies in the segment of personal
hygiene. Its main distribution channels are carried out by means of traditional retail that include
supermarkets and hypermarkets. Since they are of global dimensions, they have global strategies,
usually adhering to pharmaceutical and food activities. Therefore, they have established brands in
the market, which determines a more consistent participation hindering competition.
In addition to that, there is a major change in the profile of consumers and businesses seeking to
serve them. The focus of the organizations became the good customer service trying to overcome
their expectations, so that they can achieve the desired results. To achieve this, companies have
continuously adapted to the requirements of the demand, in addition to searching for new needs and
knowing the purchasing decision factors of their public.
This article aims to understand the behavior of the oral hygiene products consumer, the
characteristics of these products and how the buying decision of Undergraduate students of the city
of Maceio, in order to provide subsidies that enhance the prevention and yet, propose a plan of
action to encourage oral health professionals and entrepreneurs to develop actions that emphasizes
promoting and protecting oral health. To achieve these objectives, the study carried out a qualitative
exploratory study using a semi-structured questionnaire. For the analysis of data, it was used the
technique of ethnographic research and the method of content analysis to discuss the results
collected in the field research, in addition to the software Atlas ti. 6.2 to assist in the treatment of
these data.
2
THEORETICAL FRAMEWORK
The theoretical framework was divided into five complementary parts. The first one discusses the
main theme of the work, i.e., oral hygiene. The second and the third part deal with the behavior of
the consumer and how the purchasing decision happens. The fourth reasons about the value of the
products’ brands for the purchase decision and the fifth part discusses customer service aiming the
satisfaction.
2.1 ORAL HYGIENE
According to Pereira (2010), oral hygiene, i.e., clean teeth, free of residue and with good breath, are
important for the achievement of self-esteem, employability, social differences and acceptance in
reference groups. Thus, consumers of products for oral hygiene are seen, by companies in the
industry, as the goal of strategic developing actions of sales, promotion, advertising and
distribution.
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
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Consumer Behavior and Characteristics of Use of Oral Hygiene Products: an Exploratory Study with Undergraduate Students of the City of Maceió
Edivaldo Pereira da Silva Filho
In order for these companies to establish strategies of business and distribution of their products,
one must realize that there is still an unfamiliarity by the population about the care required for oral
hygiene. The means of communication show linear view of the main care, but the social classes are
different and therefore need special attention. Therefore, there is a latent need of dental educational
programs to raise and interpret the needs of all economic classes (DE SA; VASCONCELOS, 2009).
According to ABIHPEC (2010) the significant growth in the sector of personal hygiene rose from
R$ 11.5 billion in 2003 to R$ 21.7 billion in 2008, indicating a growth of 88,69 %. This increase is
due to factors such as: rising participation of women in the job market, improvement of advanced
technology increasing productivity, launching of new products at regular basis and increase of life
expectancy of the population (SAMPAIO, 2009).
When one stratifies the cosmetics segment in the oral care category, it is observed that sales are led
by the toothpaste with 60% of the total volume, followed by toothbrush with 25%, mouthwash with
10% and dental floss with 5% of total sales (BENEDICT, 2011).
Still according to ABIHPEC (2010), the main responsible for the billing market of oral hygiene are
the creams and dental gels. The data collected from the annual report, in 2010, these items
accounted for 58.4% of total sales in the category. Second ranking are the toothbrushes, which
account for 24%. Both represent the most basic step for oral hygiene and are in the area of personal
care.
2.2 CONSUMER BEHAVIOR
Knowing the consumer behavior is not an easy task. First, because these consumers can talk about
their needs and desires, but act differently. Thus, qualitative and exploratory research is a good
strategy to clarify situations between what is said and what was perceived in loco. Therefore, by
means of field research it is possible to identify the ideal profile of the consumer of products or
services of oral hygiene and, thus, attract and achieve them, ensuring loyalty to the already existing
ones and attracting new customers (ORTIZ et al. 2012).
According to Schroeder, (2009), the theme consumer behavior is one of the most complex of
marketing theory. Thus, focused on aspects of internal and personal factors as: needs, motives,
perceptions, attitudes, and in the stages of the decision-making process that consist in: recognition
of need, search for information, assessment of alternatives, consumption and evaluation of postconsumption.
The understanding of consumer behavior for businesses is important because it allows them to
predict the attitudes of their customers in the market. In this context, managers need to be prepared
to evaluate the formation of expectations of customers in the context of consumer behavior. For this
to be achieved it is necessary to understand the influences that stimulate consumption and which are
divided into three basic groups: external influences, internal influences and purchase decision
process (ASSAD; ARRUDA, 2006).
2.3 PURCHASE DECISION
For businesses to be successful in competitive markets, it is necessary to understand how consumers
make their decisions to choose products or services aiming to maintain and stimulate the emergence
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
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Consumer Behavior and Characteristics of Use of Oral Hygiene Products: an Exploratory Study with Undergraduate Students of the City of Maceió
Edivaldo Pereira da Silva Filho
of new customers (BLACKWELL; MINIARD; ENGEL, 2009). Although there are various
literatures that present distinct stages on the decision-making process, this article presents a
synthesized model that meets all existing ones. This model consists of five stages: problem
recognition, information search, evaluation of alternatives, purchase decision and post-sale behavior
(BENEDICT, 2011).
According to Corrêa (2006) the purchasing decision process happens in stages ranging from the
recognition of the need, the information search the evaluation of alternatives until buying. The
perception of the need is recognized when consumers see means to satisfy it and these means are
within their financial and temporal possibilities. In the next phase, the search for information
happens internally and externally. Internally when consumers seeks in their memory the products or
services that can solve their problems. In the external search, or pre-purchase, consumers obtain
information of the environment in which they live. This happens systematically with the help of the
media and through the word of mouth communication.
After the client has all the necessary information, he will evaluate the alternative of purchase and,
among these, which will be more convenient, comparing the options found with those in his
memory. Generally, consumers, due to the large amount of options offered by the market, monitor
the following attributes of the product or service in the alternatives of evaluation: quantity, size,
quality, price and brand (PRADO, 2008).
According to Meadow (2008) and Blackwell, Miniard and Engel (2009) the purchasing decision
phase is divided into two stages: purchasing and consumption. At the time of purchase, the
individual will decide: whether to make or not a purchase, when to buy, what to buy, where to buy
and how to pay. Consumption happens immediately upon the purchase of the product, the use of the
service or some time after the act of purchasing.
The last dimension of the decision-making process is the behavior post-consumption. This behavior
occurs immediately after the purchase and consumption of the product. At this stage it is necessary
to be satisfactied after the assessment, i.e., the feeling that the judgment when deciding whether to
purchase, was mistaken, to what extent the company that sold the product fascinated and met all the
needs of the consumer. This consumer satisfaction is directly linked to the performance of the
product in comparison with the expectations that the consumer had when purchasing it
(OLIVEIRA, 2007).
2.4 BRAND VALUE
In Brazil, the companies are trying to change the image of cheap products, with no quality, for an
image of quality products at a not so high price, when compared to the price of the leading brands.
In this sense, consumers are to decide on the purchase of a branded product through the
establishment of an association between benefit and cost (PRADO, 2008).
Currently, the natural cycle of products is much shorter than in previous decades, leading
companies to a process of continuous innovation through new products, new releases, new brands
and new strategies. Therefore, organizations establish stimuli through exciting advertisements,
interesting packaging and attractive prices, and receive as customer responses brand awareness,
preference for consumption and the purchasing process. This way, it is believed that brand loyalty
occurs after the consumption and satisfaction it generated (SCHROEDER, 2009).
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
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Consumer Behavior and Characteristics of Use of Oral Hygiene Products: an Exploratory Study with Undergraduate Students of the City of Maceió
Edivaldo Pereira da Silva Filho
According to Francischelli (2009) consumers prefer to spend their money with products of wellknown brands, because they do not want to risk or lose money with an unknown brand. The author
also states that a strong brand, allows the practice of higher prices due to its recognition, allowing
greater profitability for the organization. This relationship of the known branded product establishes
such a strong link with their consumers that influences their purchasing decision.
2.5 CUSTOMER SERVICE
According to Ribeiro et al. (2012) in recent years, companies have recognized that they need to get
closer to their customers to understand their needs and desires. One of the ways found by them was
the development of the quality of the relationship they have with these consumers. According to
these authors, the service needs to be customized, i.e., individualized. This observation matches
with the statements that customers become committed to the company when they see more value in
it than in another, that is, when the sacrifice performed by the consumer is perceived as smaller than
the benefits received (RIBEIRO et al. , 2012).
According to Furtado and Franco (2011), although the brand is decisive in the purchasing process,
another important factor is the service, that is, the relationship the company has with their
customers. Thus, trust acts as reducer of risk factor and the vulnerability of relationships,
contributing to the sense of loyalty formation.
3
METHODOLOGY
In order to understand the behavior of consumption of oral hygiene products of Undergraduate
students, a qualitative research was chosen for providing a detailed analysis of the phenomenon
(ORTIZ et al., 2012; FRANCISCHELLI, 2009; MALHOTRA, APJ et al., 2005). The research was
carried in the city of Maceio, with students chosen by convenience and the total was determined by
saturation, i.e., the interviews were performed until the moment in which the achievement of
additional interviews did not contribute substantially to add more information to the purpose of the
research (NAGLE; BARKI, 2012; SOURCES; BORELLI; CASOTTI, 2010).
The field research was carried out in two phases: the first one, with a test of the questionnaire with
five participants, chosen randomly and then, search tool was collected; then, the necessary
adjustments were performed for, in the second phase, to be applied to the total number of
Undergraduate students.
To analyze the data, two tools were used: the first one was the content analysis, in which, through
the stages of the decision-making process, the information was treated qualitatively with the help of
Atlas ti software. 6.2; the second one was the ethnographic research technique, with the use of
photos taken in environments where those interviewed keep their oral care products. According to
Judite Segabinazzi and Lumertz (2011) recordings in audio, as well as other images are important
components in qualitative research because, after the analysis of the data, the researcher will make
their evaluations based on reliable data that has been recorded in appropriate manner.
4
ANALYSIS OF RESULTS
Fourteen interviews were carried out with Undergraduate students of the city of Maceio during the
months of January and February 2013. These interviewees were chosen by convenience and
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
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Consumer Behavior and Characteristics of Use of Oral Hygiene Products: an Exploratory Study with Undergraduate Students of the City of Maceió
Edivaldo Pereira da Silva Filho
aggregated by saturation, that is, when the question related reach a threshold where new answers on
the subject do not show up.
In accordance with the Criterion Brazil (ABEP, 2012), of those surveyed, two people belong to
Class A, ten of them to economic Class B and two to Class C. Table 1 complements the data of the
interviewees when it presents other categories based on objective questions of the survey
questionnaire.
TABLE 1
Degree of importance by category.
SURVEYED
BRAND
DISTRIBUTION
(EASY TO FIND)
PHYSICAL
CHARACTERISTICS
OF THE PRODUCT
SOCIAL CLASS
(BRAZIL
CRITERION)
Survey 01
10
7
7
B2
7
7
5
10
1
9
9
5
3
10
10
8
7
7,21
7
6
9
1
5
2
1
8
10
6
6
8
5
5,79
5
3
2
4
5
6
7
5
8
9
9
5
5
5,71
B1
B1
A2
A2
B1
B2
C1
B2
C1
B2
B2
B2
B1
Survey 02
Survey 03
Survey 04
Survey 05
Survey 06
Survey 07
Survey 08
Survey 09
Survey 10
Survey 11
Survey 12
Survey 13
Survey 14
AVERAGE PER CATEGORY
Source: Survey data.
Still analysing Table 1, it was evident that the respondents value the product brand, distribution or
to easily find the product that uses and the physical characteristics of the items of oral hygiene. This
result agrees with Francischelli (2009) when he mentions that consumers usually spend their
resources with branded products. For Magalhães (2009), the toiletries, which includes oral hygiene,
have their strength in the distribution into three main channels: traditional distribution, including
wholesale and retail stores, direct sales, franchises, specialty stores and personalized.
In interviews with the use of closed questions there are some characteristics of the interviewees.
From the total of interviewees, nine have dental insurance and six are afraid of dentist. In the item
planning on consumption, 10 people said they plan their purchases and four plan partially.
Therefore, it is concluded that the planning for the purchase of products for oral hygiene is an
important characteristic of Undergraduate students and that there is a real interest to have dental
insurance because even the five who do not have one would like to acquire it in order to maintain a
good appearance.
The respondents listed some benefits, in their understanding, which are very important in their
decision to purchase products for oral hygiene. From a list of 13 benefits, the public chose the
following: prevention against caries (14 citations), avoiding bad breath (13 citations), combating
bacteria and preventing the bacteria of the tongue (12) as being the most important to their decision
on purchasing oral hygiene products. With the aid of Atlas ti. 6.2 it was possible to do the direct
connections between them, as shown in Figure 1.
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Consumer Behavior and Characteristics of Use of Oral Hygiene Products: an Exploratory Study with Undergraduate Students of the City of Maceió
Edivaldo Pereira da Silva Filho
Therefore, thirteen possible benefits for the use of oral hygiene products were cited and the
respondents cited only four as the most important. This fact justifies the lack of knowledge of the
students as to the real benefits for oral treatment and also points out a great potential for investment
in promotion and dissemination, on the part of industry, consumption of products related to the
internal environment of the mouth.
Prevention the Language of
Bacteria (12-0)
Avoid Bad Breath (13-0)
Fights Bacteria (12-0)
Prevention Carie (14-0)
CF: Benefits Most Cited
Source: Atlas ti. 6.2.
FIGURE 1
Benefits of oral treatment most often cited by interviewees.
The work then followed by evaluating the pictures taken of the environments where the oral
hygiene products were found. Information cited in research and compared with what appeared in
the photographs were analyzed from these images. The space to be analyzed was built by means of
the theoretical framework, because the aim was to contextualize the phenomenon (SILVA et al.,
2010).
An example of this was when interviewee Survey 02 said that he uses dental floss and generally
uses three types of toothpaste. However, in the pictures taken of the place where he stores these
items it became clear that, either he does not use dental floss or it is stored in another place, and the
toothpaste used was only the Colgate brand (Figures 2 and 3).
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
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Consumer Behavior and Characteristics of Use of Oral Hygiene Products: an Exploratory Study with Undergraduate Students of the City of Maceió
Edivaldo Pereira da Silva Filho
FIGURE 2
Place where Survey 02 keeps his items of oral hygiene.
FIGURE 3
Place where Survey 02 keeps his items of oral hygiene.
These observations are similar to the ethnographic method in the dimension participant observation
where the researcher goes to the field and records images or reality of facts based on research object
(FLICK, 2009).
In the transcripts of qualitative and exploratory research it is clear that the consumers of oral
hygiene products seek information from people known from the internet and, especially, from their
dentist. These findings are in agreement with Gomes et al. (2007), when he reports that one of the
factors of the decision-making process is the search for information of two primary and secondary
groups: the first group is formed by the family, friends and colleagues at work or school; in the
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
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Consumer Behavior and Characteristics of Use of Oral Hygiene Products: an Exploratory Study with Undergraduate Students of the City of Maceió
Edivaldo Pereira da Silva Filho
second one, the groups are more formal, like specialized professionals, unions and religions. The
passages extracted from the interviews follow to confirm this fact.
Internet and known people. (Survey 01).
Dentist and indication of close people. (Survey 02).
Yes, I usually seek on the internet, search for information about the credibility of the
product. (Survey 07).
My dentist always guides me. (Survey 09).
Such reports go the same direction of the findings of Issa Jr. (2004) and Aguiar et al. (2008) that
emphasize the importance of close relations of relatives and neighbors as sources of information.
The authors point out that not only it is a network of information, but also the spirit of reciprocity
that works as structuring principle of local social life.
In the interview Survey 04, it became clear that both, the answers he gave to the researcher through
semi-structured questionnaire, as the one in Figure 4, shows the certainty of information. It’s true
that, the use of dental floss, mouthwash and tongue cleaning stood out to the reliable presentation of
facts in the picture presented some days before the physical research itself. See the following
sections of the interview of Survey 04:
First I floss, then brush my teeth and use mouthwash. Before the mouthrinse, I use the
tongue cleaning brush (Survey 04);
I always change the toothbrushes when the bristles start to get scattered / open and I always
have other products stored (Survey 04);
Oral B, Tandy, Even, Even Kids (Survey 04);
Dental floss, toothpaste, mouthwash and a liquid to clean the tongue along with the brush
(Survey 04);
FIGURE 4
Place where Survey 04 keeps his oral hygiene items.
It became apparent in the interviews, that the Undergraduate students make the selection and choice
of products generally by brand, evaluate the outcome through personal satisfaction and appearance
of the teeth. As for consumption, it follows acquired natural patterns and post-consumption happens
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Consumer Behavior and Characteristics of Use of Oral Hygiene Products: an Exploratory Study with Undergraduate Students of the City of Maceió
Edivaldo Pereira da Silva Filho
on a regular basis, but require the exchange of utensils for oral treatment because of natural wear,
validity and replacement (PEREIRA, 2010; BENTO, 2011).
5
FINAL CONSIDERATIONS
This article aimed to understand the consumer behavior regarding oral hygiene products and how is
the decision to purchase and the use these products. The objectives were achieved through field
research with fourteen Undergraduate students of the city of Maceio.
According to the information collected from the consumers, one could notice that the attributes
brand, ease of finding (distribution) and appearance of the products (physical characteristics) were
the most frequently mentioned when asked about the degree of importance. These findings are
similar to the theoretical framework in which Prado (2008), shows that consumers are to decide to
buy a branded product through the relation between the cost/benefit. Also with the concepts of
Gomes et al. (2007) when they reported that the consumers of oral hygiene products prefer easy to
find products and with good appearance.
Another factor characteristic in the interviews was that users of oral hygiene products do not have a
single standard for the amount of times that they can make their oral hygiene and believe that only
the cleanup after the three meals is satisfactory for a thorough cleaning. Their frequency of
exchange of products is related to the use, but the fact of changing the brushes, happens for the
appearance of the product and not the time in which it would be necessary, in accordance with the
manufacturers (PEREIRA, 2010).
The academic contributions were evident in the understanding by the interviewees, the needs of oral
treatment, trade strategies, that businesses can establish to boost sales and educate consumers of the
best way to use oral hygiene products. Another contribution was the need for larger studies on
populations in different environments to evaluate possible distortions in behavior.
6
LIMITATIONS AND SUGGESTIONS FOR FURTHER RESEARCH
The limitations of this article are related to the size of the sample, because with the possible use of a
quantitative research, it might have been possible to demonstrate other consumer relations for this
type of public. Nor were interviews carried out focusing on a proportion of economy class.
As suggestion for future research it is suggested an emphasis directed to products of predetermined
brands and a larger sample with equal amounts of each economic class. Another suggestion is the
use of the laddering method, in which may be observed characteristics of the attributes,
consequences and values and their interactions with the consumer behavior.
It is also suggested a research aimed at professionals in the field of oral hygiene such as the
manufacturers of these products and dentists, to make comparisons or distortions in empirical and
technical concepts.
It is suggested to managers, both retail and wholesale, trained professionals to serve customers and
inform details about the consumption of oral hygiene products, as it became evident in interviews
that users do not know exactly details on the frequency of use, conservation, validity and real
benefits of each item of oral hygiene.
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Consumer Behavior and Characteristics of Use of Oral Hygiene Products: an Exploratory Study with Undergraduate Students of the City of Maceió
Edivaldo Pereira da Silva Filho
Another suggestion is related to disclosure, which can be directed by social class, universities,
schools and social class. It is also suggested that the logistics industry and distribution companies of
oral hygiene products, do some planning so that their items are close to the customers and with
relatively equal price to supermarkets and pharmacies, cited as the main purchasing places.
Therefore, as oral care products are part of the daily lives of consumers, a real understanding of its
features and benefits for the health and quality of life need to be achieved by the positive image
perceived in a smile and others can also notice a healthy and happy appearance.
7
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291-303, 2013.
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Consumer Behavior and Characteristics of Use of Oral Hygiene Products: an Exploratory Study with Undergraduate Students of the City of Maceió
Edivaldo Pereira da Silva Filho
Appendix A - Research to Determine the Consumer Class - Criterion Brazil
Respondent Name:
Date of Interview:
Total Points:
Points System:
Items Possession (Goods)
ITENS
0
1
2
3
4 OR +
TV in Colors
Rádio
Bathroom
Car
Housemaids
Washing Machine
VCR or DVD
Refrigerator
Freezer
TOTAL
Degree of the Family Chief Education
EDUCATION
BRAND X
Illiterate / Fundamental 1 Incomplete
Fundamental 1 Completo / Fundamental 2 Incomplete
Fundamental 2 full / Incomplete Medium
Complete Medium / Top Full
Top Full
TOTAL
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Consumer Behavior and Characteristics of Use of Oral Hygiene Products: an Exploratory Study with Undergraduate Students of the City of Maceió
Edivaldo Pereira da Silva Filho
Appendix B – Search Questionnaire (Open And Closed Questions)
Search Oral Hygiene (Article Production)
Name:
Date:
Subjective Questions (Open):
1. When you take care of your oral hygiene, which normally do?
2. Which oral care products do you use?
3. Why do you use these products mentioned?
4. Is there any brand preference for purchase? Wish are?
5. How you realize it’s time to exchange or buy new oral care products?
6. What are the most important benefits that oral care products bring you?
7. Do you often look for information before making the purchase of oral care products? Yes
or No? Why?
8. Where do you search for information on oral care products you want to buy?
9. Where do you usually purchase / buy your oral care products?
10. How many times a year usually go to the dentist?
11. Of how often you change your toothbrush?
12. At what times you brush your teeth? How many times a day?
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Consumer Behavior and Characteristics of Use of Oral Hygiene Products: an Exploratory Study with Undergraduate Students of the City of Maceió
Edivaldo Pereira da Silva Filho
Targeted Issues (Closed):
1. What are the most important benefits that oral care products bring you?
2. Flag With X, please (Can mark more than one option):
1. Caries Prevention Will ( );
2. Prevention Tartar ( );
3. Preventing Tooth Demineralization ( );
4. Comating Bacteria ( );
5. Protection Problems Gum ( );
6. Enamel Strengthening ( );
7. Protection of Gums ( );
8. Prevention Board ( );
9. Prevention of Bacteria Language ( );
10. Carie in Roots ( );
11. Avoid Bad Breath ( );
12. Function of Oral Rinse ( );
13. Function Whitening ( );
14. Another Reason _______________________________ ( );
3. How is Made the Purchase of Oral Care Products?
1. Planned (is out with the product and brand defined in advance) ( );
2. Partially Planned (I know i will buy the product, the more i set the mark at the time i make
the purchase) ( );
3. Purchase by Impulse (was not thinking about buying, but I decided to order) ( );
4. You are afraid of the dentist? (
5. Dental Plan You Own? (
) YES or ( ) NO
) YES or (
) NO
6. What is the importance you give to the following when you compare the oral care
products? Use the Scale of 1 to 10 – where 1 means NOTHING IMPORTANT and 10 is
EXTREMELY IMPORTANT.
Scale: 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 - 10
1.
2.
3.
4.
5.
6.
Price ( )
Mark ( )
Distribution (Facility Find) ( )
Communication (Advertising) ( )
Appearance Package ( )
Product Physical Characteristics ( )
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
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Consumer Behavior and Characteristics of Use of Oral Hygiene