A STUDY OF CHILD KNOWLEDGE AND HABITUDE IN KARACHI -TOOTHPASTE BRANDS

Abstract

This study is a base line study where the primary objective is to know child knowledge and habitude towards toothpaste brands in Karachi. Habitude means habits, attitude and practices. Roomi Enterprises is local venture, introduced new range of child toothpaste called ABC Toothpaste. Roomi Enterprises urge to know about child oral care knowledge and habitude so that they can reposition their marketing strategy accordingly. In starting of this study, exploratory research is conducted in such a manner that helped in questionnaire development for conclusive study. This conclusive study is household U & A research study: where U&A means usage and attitude study which is conducted in SEC A and SEC B areas of Karachi. Targeted respondent are mother and child both. Sample size is 50 based on quota sampling technique. The questionnaire consisted of three portions: Front Info, Screener and main questionnaire. Research findings are; children have positive perception towards toothpaste .they relate toothpaste with clean teeth and brush. Children from SEC A and B both brush their teeth twice a day but not more than 2 min which is bad practice. Mothers buy toothpaste once in a month preferably starting of the month when they usually buy other grocery items as well from super market like Imtiaz. Most of the respondents use Colgate and close-up for their children. I strongly recommend that efforts should be aimed at designing preventive school and community based programs that are school based and community based, that could help persuade favorable oral care habits and practices. Along with prevention program, TV ads should be aired in order to develop strong brand knowledge.