AREA OF STUDY:

Tiruchirappalli city has been selected as the area of the study. It is one
of the main cities in the states of Tamil Nadu and is centrally located in the
state.

SCOPE OF THE STUDY:

In today’s highly competitive marketing environment, the positioning
decision of Nivea products from the point of view of the customers play an
important role in marketing management. Nowadays, shopping behaviour of
consumers has undergone a remarkable change and is creating many obstacles
for marketers of today. Therefore, the Nivea’s owner need to check their
marketing strategies to five them an advantage over the competitors and they
need to develop there in a manner that distinctiveness can be maintained.
Therefore in this study attempt has been made to find out brand loyalty
towards Nivea products. This study covers the preference of customers
towards Nivea brands, the factors which influence purchase from Nivea
products, the perception and the satisfaction of customers towards purchase
of Nivea products.