After looking through several articles and case studies, I decided to study the consumer decision making process of toothpaste. Consumers often engage in limited problem solving when buying toothpaste because a buyer may buy it occasionally and may have little information on the product. Buying toothpaste requires a moderate amount of time for information gathering, even if a person is unfamiliar to the market. Although toothpaste is generally viewed as a commodity in United States, developing nations such as Bangalore, Ludhiana, and Vietnam have limited financial ability for such purchases and use. The first article analyzed the consumer’s ability in Bangalore to use toothpaste on a daily basis. The article also evaluated the differences in product availability for each brand. The second article stressed the greater importance between consumers and brand loyalty. The final article focused on toothpaste brand longevity among each brand. The following analysis demonstrates information on the consumer decision making process involved toothpaste purchase.