Consumer preferences in Shampoo brand Selection

ISBN-13: 9783659107511 / Angielski / Miękka / 2012 / 80 str.

Shad Ahmad Khan

Opis

The word Shampoo being derived from "Champoo" an imperative of Indian word champna- meaning massage holds special relation to the Indian soil. Though its formal history is presumed to be of 17th Century but unknowingly it was in use in the country since many centuries in the form of extracts from herbs and other organic breeds. The Shampoo market has diversity in terms of needs and wants of the consumer.The shampoo buying behavior of a consumer though appears to be very simple and less problematic, but Consumers as a group show a very different set of buying behavior. A single family of four members may showcase four different types of demand and preferences for their Shampoo buying, allowing four different brands penetrating into a single family. This is one of the unique characteristics of the shampoo buying behavior making it one of the most potential segment in the FMCG market. The study which has been presented in the form of this book tries to identify the motivators acting in the promotion of brand preferences of shampoo buying. This work also tries to evaluate all the known factors influencing the consumer buying and post purchase behavior.

O autorze

Shad Ahmad Khan has obtained his MBA degree in Marketing from Aligarh Muslim University, India in the year 2011. Since then he has been associated with Mewar University as Asst. Professor and has been serving the field of marketing. Currently he is associated with Royal University of Bhutan,Bhutan as Lecturer in Gaeddu College of business studies.