PURCHASING BEHAVIOR OF WOMEN CONSUMER'S IN PERSONAL CARE PRODUCTS

ISBN-13: 9786204204345 / Angielski / Miękka / 304 str.

G. MYTHILI; R.M. THIRUMARAN

Opis

The quality of marketing is reflected by the extent of customer's satisfaction. The success of marketing is resorted to how a product reaches the customer in terms of quality, price and other product benefits. The study reveals that the concept of customer based brand equity, related to personal care products, defined as the differential effects of brand knowledge, and other related concepts on consumer response to the marketing of the brand. The customer based brand equity is discussed by considering the perception of customers with regard to attributes and benefits, purchase decision, awareness, association, identity, knowledge, performance and loyalty in fetching equity to the product that they use. Undoubtedly, much of the previous research studies have been used in this effect. This research is conducted with a definite purpose in mind, however, additional insights may be gained from the potentially broader perspective of customer based brand equity. Selected demographic variables are considered as important factors which are signifying the formation of brand equity among the customers.

O autorze

MYTHILI, G.Dr. G. MYTHILI is working as Associate Professor in Department of Commerce in Vels Institute of Science, Technology and Advanced Studies, Chennai. She has more than 13 years of teaching and research experience. She published 15 research articles indexed in Scopus and UCG care. She received Best Professor and Research Excellence awards in 2021.