Dental Materials Commons^™

Relationship Between Design Marketing Strategies And Toothbrush Purchases By Consumers, Cynthia Lynn Garvin

Dental Hygiene Theses & Dissertations

The purpose of this study was to investigate whether a relationship exists between design marketing strategies of toothbrushes (handle size, color, and shape; brush head size and shape; and bristle firmness and formation of toothbrushes) and toothbrush purchases made by consumers. To understand what consumers preferred, a self-designed, 24 item questionnaire, "Toothbrush Design and Consumer Preferences," was given to a convenience sample of 300 subjects ranging from ages 20 to 60 and over from the Old Dominion University campus in Norfolk, Virginia. Responses from each item were analyzed using frequency and percentages of responses, contingency tables, Kendall's tau b, and …