Buyers' motivating factors on Bulgarian market for dental and oral care products

Abstract

This research paper aims to augment the further development of oral care products’ market in Bulgaria. The dissertation also discusses two very important faucets of marketing management which are proper segmentation and effective promotion tactics. Both are reviewed in connection with the above mentioned branch. The research’s core analysis attempts to improve the precision in prediction of consumers’ behaviour through application of the Theory of Reasoned Action (Fishbein & Ajezen, 1975). This work is organized in six main chapters. In Chapter Introduction a global picture of developments, author’s viewpoints about contemporary issues in marketing profession and rationale for the research are offered. Chapter Literature Review sets the stage for the research’s analysis with reader’s acquaintance to relevant theory used as a basis for it. Methodology chapter reveals the scientific logic behind the technical decisions in this study. Research Findings chapter discusses the peculiarities of the database gathered from the survey plus an overview of preliminary observations and ad hoc conclusions. Chapter Analysis of Findings and Discussion goes deeply into the matter of determining actual consumer intention which in this case concerns effective promotion tactics. The Conclusions and Recommendations chapter provides with author’s conclusions, logical reasoning of the analytical results and recommendations.