| SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 14 |
NO. 2 |
PAPER 4 |
DOI: 10.5958/2321-2012.2018.00014.3 |
BRAND AWARENESS AND PREFERENCE TOWARDS SHAMPOO PRODUCTS IN THIRUVARUR DISTRICT, TAMILNADU
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| Vijayalakshmi, G.T and Manimozhy, N**
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| * Assistant Professor, Rabiammal Ahamed Maideen College for Women, Thiruvarur
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| ** Guest Faculty, Department of Commerce,Pondicherry University, Karaikal Campus
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| In the present global market scenario, brand has become vital for the business enterprise. Now a days, consumers are more interested in buying the branded products. Creating brand awareness among the consumers is the challenging job for the marketers. Therefore it becomes necessary for the marketers or manufacturers to understand the factors attracting purchasers or buyers towards the brand. The aim of this study is to examine the brand awareness in agrarian area of Thiruvarur District and to study the factors influencing the preference for branded shampoo products. This paper has attempted to identify the factors influencing brand preference towards shampoo products. For conducting the research, descriptive and analytical research design were used and data were collected through random sampling of 246 respondents. The data were analysed and hypotheses were tested, by using percentage and chi-square test in SPSS. The result of this paper showed that there was significant difference between age and brand preference and important factors, influencing for brand preference towards shampoo products, were quality, brand name and special offer for promotion. |
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