Consumer Perceptions and Preferences in Dental Care Services: A Study of Consumer Insights

Prashant Kokare, mms2022_087iom@met.edu

Yash Melekar, mms2022_109iom@met.edu
Shreya Naik, mms2022_122iom@met.edu

Abstract
This research paper aims to provide a comprehensive review of consumer behaviour in
seeking dental care services. This paper examines the process of interaction between
consumers and providers of dental services in terms of the key selection and evaluation
criteria employed by consumers. Consumer behaviour in seeking dental care services is a
multifaceted process influenced by various factors. This comprehensive review paper
explores the decision-making process of consumers when selecting dental care services and
investigates the factors that shape their behaviour. Drawing upon existing literature and
empirical studies, this paper offers insights into the personal, social, psychological, economic,
cultural, and technological factors that influence consumer behaviour. It delves into the stages
of the consumer decision-making process, including problem recognition, information search,
evaluation of alternatives, purchase decision, and post-purchase evaluation. Additionally, the
study examines the role of perceived service quality and consumer satisfaction in shaping
consumer behaviour. The implications for dental care service providers and policymakers are
discussed, emphasizing the importance of patient-centric care, effective communication,
addressing dental anxiety, pricing strategies, and leveraging technology to enhance the
patient experience. By offering a comprehensive analysis of consumer behaviour in seeking
dental care services, this research paper contributes to the understanding of consumer
decision-making processes and provides valuable insights for dental practitioners and
policymakers to improve service delivery and promote better oral health outcomes.
Keywords: - Consumer Behaviour, Dental care services, Decision making process, Dental
anxiety, Consumer Insights, Patient preferences.
Background: - Dental care is an essential service that helps people maintain their oral health.
The demand for dental care services has been increasing in recent years due to the growing
awareness of the importance of oral health. However, consumers have different needs and
preferences when it comes to dental care, and understanding their behaviour is crucial for
dental care providers to provide better services.
Consumer behaviour is the study of how individuals, groups, and organizations select, use,
and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
Understanding consumer behaviour is important for businesses to develop effective
marketing strategies and provide high-quality services that meet the needs and preferences of
their consumers.
In the context of dental care services, understanding consumer behaviour is essential for
dental care providers to provide high-quality services that meet the needs and preferences of
their consumers. Consumers have different needs and preferences when it comes to dental
care, and factors such as quality of care, reputation, accessibility, convenience, and cost can
influence their behaviour when selecting dental care services.

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Therefore, this research paper aims to explore the factors that influence consumer behaviour
in selecting dental care services. By understanding the factors that influence consumer
behaviour, dental care providers can develop effective strategies to provide better services
and meet the needs and preferences of their consumers.
Introduction: - Consumer behaviour encompasses a wide range of psychological, social, and
economic factors that influence individuals' choices, preferences, and actions. When it comes
to dental care, consumers go through a multifaceted decision-making process that involves
several stages, from problem recognition to post-purchase evaluation. This process is
influenced by personal, social, psychological, economic, cultural, and technological factors.
Personal factors such as demographics, socioeconomic status, health beliefs, and individual
needs and motivations play a role in shaping consumer behaviour. Social factors, including
influence from family and peers, cultural norms, and media and advertising impact, also
influence consumer decision-making in dental care. Psychological factors such as dental
anxiety, trust in dental professionals, and attitudes towards oral health contribute to consumer
behaviour.
Research Problem: - The research problem addressed in this study is the consumer
behaviour of individuals when seeking dental care services. The specific focus is on
understanding the factors that influence consumer decision-making processes and shape their
behaviour when selecting and utilizing dental care services.
Review of literature: - Consumer behaviour in seeking dental care services is a multifaceted
and dynamic process influenced by various factors. This section provides a review of existing
literature on consumer behaviour in the context of dental care services, focusing on key
drivers and influencing factors. The review highlights the main findings and insights from
previous studies, contributing to our understanding of consumer decision-making processes
in dental care.
Research Objective: -
The objective of this study is to comprehensively examine consumer behaviour when seeking
dental care services. The study aims to achieve the following objectives:
1. Identify the key drivers and factors that influence consumer behaviour in selecting
and utilizing dental care services.
2. Understand the decision-making process of consumers when seeking dental care,
including the stages of problem recognition, information search, evaluation of
alternatives, purchase decision, and post-purchase evaluation.
3. Analyse the role of technological advancements, such as digital platforms and
telehealth, in shaping consumer behaviour in dental care.
4. Explore the impact of perceived service quality and consumer satisfaction on
consumer behaviour in dental care services.
5. Provide insights and implications for dental care service providers and policymakers
to improve service delivery, enhance the patient experience, and promote better oral
health outcomes.

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Hypothesis of Study: The following hypotheses will be tested in this study:
H1: Personal factors significantly influence consumer behaviour when seeking dental care
services. Specifically, demographic variables, such as age, gender, and education, will have a
significant association with consumer decision-making in dental care.
H2: Social factors play a significant role in shaping consumer behaviour in dental care
services. Family influence, peer recommendations, and cultural norms will have a significant
association with consumer decision-making in dental care.
H3: Psychological factors, such as dental anxiety, trust in dental professionals, and attitudes
towards oral health, significantly impact consumer behaviour when seeking dental care
services.
H4: Economic factors, including affordability, insurance coverage, and cost-benefit
considerations, have a significant influence on consumer decision-making in dental care
services.
H5: Technological factors, such as digital platforms for information search and
communication, have a significant association with consumer behaviour in dental care
services.
Methods of Data Collection: - A quantitative research approach will be adopted for this
study. Surveys involve administering questionnaires to dental care service consumers. These
surveys can be conducted through online platforms or distributed as paper-based
questionnaires. Surveys allow researchers to collect a large amount of data from a diverse
sample of consumers. The questionnaires can include structured and closed-ended questions
to gather information on demographics, decision-making processes, factors influencing
behaviour, satisfaction levels, and utilization patterns.
Sampling Framework: -The sampling framework for studying consumer behaviour of
individuals seeking dental care services involves selecting a representative sample from the
target population. The study will employ a random sampling framework to select participants
from the target population. A sample size of 46 consumers will be chosen, representing
different socio-economic backgrounds and age groups. The random sampling technique
ensures that each potential participant has an equal chance of being included in the study,
minimizing bias and increasing the generalizability of the findings.
Methods of Data Analysis: - Analysing the data collected on consumer behaviour in seeking
dental care services requires appropriate methods to gain insights and draw meaningful
conclusions. Descriptive statistics will be used to summarise the participants' demographics
and preferences. A correlation analysis will be conducted to examine the relationships
between different variables, such as price, product quality, and convenience, and their impact
on consumer behaviour. Regression modelling will be employed to identify the most
influential factors affecting consumer behaviour while going to the dentist.
Data Analysis and Inferences: - To analyse and draw inferences from data on consumer
behaviour in seeking dental care services, several data analysis techniques can be applied.
Descriptive statistics help in understanding the characteristics of the sample, such as

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demographic profiles and utilization patterns of dental care services. Descriptive statistics
allow researchers to describe the average characteristics and behaviour of consumers seeking
dental care services, providing a foundation for further analysis and comparison with other
studies or populations. Inferential statistics help researchers make inferences and draw
conclusions about the population based on the collected sample data.
Managerial Implications: - Understanding consumer behaviour when individuals visit
dentists has significant managerial implications for dental care service providers. Adopt a
patient-centric approach to dental care by understanding and catering to the specific needs,
preferences, and concerns of each patient. Establish effective communication channels with
patients to ensure clear and open dialogue. Streamline appointment processes to minimize
wait times and optimize patient flow. Implement efficient appointment scheduling systems to
ensure prompt and convenient access to dental services.
Conclusion: - Consumer behaviour plays a crucial role in the decision-making process when
individuals seek dental care services. This comprehensive review of consumer behaviour in
dental care services has shed light on the various factors that influence consumer decision-
making, including personal, social, psychological, economic, cultural, and technological
factors. Understanding these factors is essential for dental care service providers and
policymakers to improve service delivery, enhance the patient experience, and promote better
oral health outcomes.
1.3 Research Questions
1. What are the factors that influence consumer behaviour when selecting dental care
services?
2. How important are factors such as quality of care, reputation, accessibility,
convenience, and cost to consumers when choosing dental care services?
3. How does consumer behaviour vary based on demographic factors such as age,
gender, and income?
4. What strategies can dental care providers employ to meet the needs and preferences of
their consumers, based on the factors that influence their behaviour?
5. How can dental care providers improve their services to provide better quality of care,
reputation, accessibility, convenience, and affordability to their consumers?

Reference
Tilley, I. (1993) ‘Introduction’ in I. Tilley (ed) ‘Managing the internal market’, Paul
Chapman Publishing, London.
Hawes, J. M. and Prough, G. E. (1988) ‘Analysing the market for dental services’, Health
Marketing Quarterly, Vol. 5, No. 2, pp. 171– 182.

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