Sample Article Review Paper on Factors Influencing Consumers’ Choice of Oral Hygiene Products

The article selected for analysis is titled “Factors Influencing Consumers’ Choice of Oral Hygiene Products: A Cross-sectional Study” (Awais, Shahzad, Naheed & Khan, 2019). The purpose of this study was to determine the factors that motivate and influence consumers when selecting oral hygiene products. The research design was a cross-sectional field survey. A close-ended questionnaire survey was administered to patients attending the outpatient department of Sheikh Zayed Medical Center in Lahore, Pakistan. The cross-sectional study was conducted in March, 2016 on participants that attended the World Oral Health Day camp. The entire team of healthcare professionals from the oral health department participated in the survey, and 410 patients aged between 10 and 70 years that visited the healthcare facility took part in the close-ended questionnaire survey. According to Awais et al (2019), the factors under investigation included packaging, cost, media advertisements, previous experiences, and perceptions.

The cross-sectional research design is very relevant in the field of marketing research for various reasons. According to Chrysochou (2017), cross-sectional field surveys are one of the most common survey techniques that are used in conducting market research. This type of study design seeks to draw comparisons between the subjects under study in a solitary moment, like capturing a snapshot using one observation or survey. This survey method is relevant in the field of marketing because it can help marketers to come up with better profiles of their target markets based on responses offered by the participants or subjects in the study or the attitudes they have towards a service or product. Consequently, the cross-sectional research design is very relevant in the marketing field as it can offer valuable insights into consumer attitudes and behaviors.

According to Stokes (2014), cross-sectional studies entail analyzing data from a population at a specific point in time. The participants in such types of studies are usually included based on certain variables of interest. The studies are usually employed in many disciplines including psychology, healthcare, education, and social sciences. These studies are normally observational in nature and they are referred to as descriptive research, meaning that they cannot be used to determine cause-and-effect relationships. The researcher simply records the data that is present in a population under study, but they cannot manipulate the variables.

Stokes (2014) further noted that cross-sectional studies are valuable tools of investigation for marketers when there’s need to collect data from a pool of subjects with diverse characteristics and demographics. These demographics or characteristics are referred to as the variables and they include aspects like age, gender, education, ethnicity, religion, household income, etc. Due to these attributes, cross-sectional studies are useful when conducting consumer surveys. For instance, they can be useful in consumer surveys undertaken for new household or consumer products in a supermarket. When conducting such a survey, the products of interest are given out and demonstrated to customers in the supermarket for a specified period of time. The shoppers will be asked to fill out a survey and get a sample of the product in exchange. The shoppers then become a source convenience sampling since they were present when the free samples of the new products were being given out in the supermarket and they provide a snapshot of the consumer response.


Awais, F., Shahzad, H. B., Naheed, K., & Khan, A. A. (2019). Factors influencing consumers’ choices of oral hygiene products: A cross-sectional study. Makara Journal of Health Research23(3), 3.

Chrysochou, P. (2017). Consumer Behavior Research Methods. Retrieved from:

Stokes, P. (2014). Research Methods. New York: Palgrave