Introduction: Bacterial plaque accumulation is the primary etiological factor for periodontal disease; hence, prevention of its accumulation is the cornerstone to any oral hygiene practice. Mechanical tooth cleaning by means of toothbrush and a dentifrice remains the most reliable and common method for controlling supragingival plaque. The objective of the study was to evaluate the factors considered while choosing a dentifrice and also to assess the role of socioeconomic status in determining these factors. Materials and Methods: This was a questionnaire study carried out among undergraduate students from the business and mass communication background of two private degree colleges in Dakshina Kannada, India. Two hundred and fifty-five students were included in the study. The questionnaire consisted of 24 close-ended questions. Results and Conclusion: The parameters of brand name, availability, and the flavor of the dentifrice are among the most accepted factors that a consumer takes into consideration in selecting a dentifrice. Parameters of influence (parents, colleagues, and celebrities), advertisement, and dentist recommendations of a dentifrice were also found to have a major influence on the consumer in selecting a dentifrice.
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