Pradeep KrishnatraySomya Shikha2023-12-152023-12-1519990051400515http://ir.mica.ac.in/handle/123456789/4716113p.en-USconsumer behaviourupper income grouphousewivesusagepurchaseinfluencing the purchaseoral careawaeness preception about toothpasteimage of leading brandsvaluesstrengthweaknessespurchase behaviourEBM modelThesis