Student Dissertation

Agency : Buying Behavior, Clear Path Aligners, Consumer Market

Objective : Main Objective is to assess perception for Clear Path orthodontic aligner among orthodontic patients and develop strategies to promote it in the market Specific Objectives are 1. Understanding of clear aligners among orthodontic patients 2. Preference for clear aligners and its relationship with lifestyle of the patients 3. To improve knowledge and attitude of patients regarding clear aligners

Methodology : The study was exploratory and qualitative in nature as it was carried out to get the information about the behavior of 150 orthodontists and dentists. The study was conducted in Chennai, Tamil Nadu (Dental clinics and Hospitals) using simple random & convenience sampling. Study was carried out for 3 months with the help of face- to-face Interview using structured questionnaire and in-depth interviews with orthodontists and dentists. Data was analysed using MS-Excel.

Recommendations : Lack of awareness about the Clearpath aligners among the dentist and resistance to try new treatment modality is the reason for less demand for aligners among the consumers. This product is affordable by upper middle class and high class patients, preferred mostly by patients of age above 17 yrs since they focus more on esthetics and are more social. Dentists expect that the aligners must treat broad spectrum of cases. Recommendations: 1) Awareness can be increased by conducting workshops by a trained professional or senior practioners. 2) Most dental surgeons believed that clear aligners can treat only mild to moderate malocclusion and can be used adjacent to fixed orthodontic treatment. This misconception can be removed by continuous motivation, awareness and workshops and seminars for the dental surgeons. 3) Awareness can be increased by advertising about the product in leading television channels 4) Sales Team Initiative: Sales team could meet existing dissatisfied clients and change client dissatisfaction into client delightedness 5) Dental surgeons were not willing to buy clear aligners. This could be improved by reducing cost or market penetration by developing new strategy like promotional strategy.

Understanding the buying behavior of the target market for its company products is the essential task for the marketing dep’t. The job of the marketers is to “think customer and to guide the company into developing offers, which are meaningful and attractive to target customers and creating solutions that deliver satisfaction to the customers, profits to customer and benefits to the stakeholders. The job of marketer is to meet and satisfy target customers needs and wants but “knowing customer" is not a simple task. Understanding the buying behavior of the target market for its company products is the essential task for the marketing dep’t. The job of the marketers is to “think customer” and to guide the company into developing offers, which are meaningful and attractive to target customers and creating solutions that deliver satisfaction to the customers, profits to customer and benefits to the stakeholders. Marketers must study the customer taste, preferences, wants, shopping and buying behavior because such study provides the clues for developing the new products, price, product changes, messages and other marketing mix elements.


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