A Study on Buying Behaviour of Females Towards Selected Hair Care Products in Baroda City
Keywords:
Brand image, Brand preference, Consumer behaviour, Customer satisfaction, Hair care Products.Abstract
This research study is about hair care products used by women. Earlier, women used aritha, shikakai and amla powder to wash their hair and to make their hair smooth and silky. Today, many companies are manufacturing hair care products like shampoo, conditioner, hair gel to wash the hair. Women have switched over from traditional methods to usage of shampoo and conditioner to wash their hair. Hair care market in India consists of shampoos, hair oil, conditioner, hair gel and hair styling products and the demand for hair care products is increasing. Hindustan Unilever ltd, Procter & Gamble, Dabur India Ltd, Marico are dominant players in the hair care market in India. In this paper, an effort has been made to examine consumer buying behaviour of females towards various brands of hair care products used by them in Vadodara city. Brand preference of hair care products, satisfaction level from use of hair care products and factors influencing purchase of hair care products was examined. Primary data was collected from 200 females from urban areas of Baroda and sampling method used was convenient sampling. Chi-square test and ANOVA was applied to test the hypothesis. The study found out that females use hair care products like shampoo, conditioner, hair oil and hair colour. The use most popular brands of hair care products like patanjali, garnier, loreal, dabur amla. The most influencing factors in purchase of hair care products were brand name, quality and price.
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