Conclusion
The consumer decision making process is used each time a person decides to buy a brand
of toothpaste. Although North Americans understand the consequences of poor oral hygiene, as
much as 40% of people in developing nations such as India and Vietnam still use traditional
techniques such as chewing dried Iris leaves rather than using toothpaste. Internal factors such as
perception and attitude play a vital role in changing an affecting consumer behavior regarding
toothpaste. Also, external factors such as role models and media help shape the consumer
behavior for various brands of toothpaste. As different brands are purchased, the steps involved
in buying a product may or may not be used depending on information availability and the
evaluation of alternatives.