A STUDY ON CONSUMER BRAND PREFERENCE AND LOYALTY FOR SHAMPOO

REVIEW OF LITERATURE:

Dr.A.Kaboor, S.Poornima 2017, studied the brand preferences of selected shampoo products among 1200
respondents in Coimbatore. They analysed the consumer brand preferences towards shampoo products
among the respondents. The main objective of the study is to examine the relationship between educational
qualification and brand preference of selected shampoo products in Coimbatore district. Descriptive
research design and SPSS was used in this research. Results indicated that brand loyalty become repeat
purchasers are no longer lost to the competition.

Sapna Nibsaiya, Dr.C.G.Sumitra, Dr.Manish Kumar 2021, indicated the consumer purchase decision
and brand loyalty on shampoo products among 160 respondents in Bangalore. They analysed the purchase
decision of consumers among the respondents. The objective of the study is to influence of Brand
Awareness and Brand Loyalty on Consumer Purchase decision .Quantitative research design was used in
this research. The results indicated that level of brand reputation generates higher levels of satisfaction.

Mridusmita Das 2020, examined the study on consumer perception towards various shampoo brands
among 100 respondents in Assam. They analysed the consumer perceive the selected brands towards
shampoo products. The objective of the study is to observe the acceptance of the positioning strategies by
the consumers of various shampoo brands in the study area. Two dimensional mapping was used in this
research. The research concluded that quality is the most important factor to purchase the branded shampoo.

Ankita Srivastava, Dr. Vikram Bisen 2014, examined the study on shampoo brands among 80
respondents in Udaipur. The study deals with the analysis of consumer awareness towards shampoo usage.
The main objective of the study is to examine the consumer awareness of shampoo usage. Simple percentage
method was used in this research. Results concluded that usage rate of shampoo among the individuals has
been high and buying behaviour is very frequent.

Dr .K. Vijay Kumar, R.Nijanthan 2019, studied the consumer attitude towards shampoo brands among
250 respondents in Karur district. They analysed consumer develop their behaviour and attitude to shampoo
brands. The objective is to find out the level of preference among various shampoo brands. Convenience
sampling method was used in the study. Results indicated that brand loyalty of consumer provides
companies strong and will assist companies in shaping their marketing strategies and better serving their
customers.
V.P.T. Dhevika, N.Subramani 2012, examined the customer value of shampoo among 200 individuals in
Tiruchirappalli. The study identifies 4 components of customer value of shampoo namely quality value,
emotional value, monetary cost and health risk cost. The objective of the study is to find out the benefits
received in customer value of shampoo. Chi square test and factor analysis were used as tools to analyse
the data. Results concluded that quality value, monetary cost, health risk cost are positively significant for
all age groups however, emotional value is not significant for all age group.

Ms. Manjari Pandey, G.L. Puntambekar 2016, studied the behaviour of consumer towards shampoo
products among 100 individuals in Madhya Pradesh. The study analysed the propensity of consumer
behaviour towards shampoo and majority of consumers preferred price discount during the selection of
shampoo brand. The main objective is to study the level of satisfaction among the male and female
consumers. The data was collected on the basis of purposive sampling to maintain equal representation of
male and female. Results concluded that most of the customers are satisfied with their brand but they are
looking for more satisfaction.

Anju thapa 2020, examined the consumer switching behaviour of shampoo brands among 60 respondents
in New Delhi. The study examines various factors which influence the consumers to purchase a particular
brand of shampoo and reasons for switching to other brands. The objective is to examine the consumer
awareness of shampoo usage. Simple percentage method was used in this research. Results indicated that
impact of packaging, price rise of brand, scheme of brands, impact of advertisement, non availability of
brand to try new option and influence by others.