Abstract
Consumer behavior is the study of how people buy, what they buy, when they buy and why they buy. It blends elements from psychology, sociology, sociopsychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Belch and Belch define consumer behavior as 'the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires'. Througn this assignment, we will choose to study more precisely the launching of a new line of toothpaste in Kenya. We will start to analyze the market in general, the country and then more precisely the launching of this new line of toothpaste in Kenya. In an occidental country, dental hygiene is very common. But, in reality, this practice isn't the same all around the world. The practice depends largely on education. Poor dental health in adults is usually due to poor dental care in childhood. Food and drink can influence dental health a lot. So, we are going to study the function of dental hygiene and its principle.
