Volume : 2, Issue : 12, December - 2013

Brand Preference and Loyalty of Women Customers Towards Hair Oil Brands

Mr. K. V. Sri Ram, Dr. R. Ganapathi

Abstract :

The desire to improve one’s physical attractiveness seems to be an inherent characteristic of most individuals. Cosmetics have been traditionally used by women to control their physical appearance and, presumably, their physical attractiveness. The most of the women customers prefer Dabur Amla and of hair oil and the factor analysis shows that value, easiness, suitability, quality and familiarity are the factors affecting the purchasing of hair oil ands by the women customers. The most of the women customers are satisfied with the hair oil ands and there is a significant association between hair oil ands and the level of satisfaction of women customers. The regression analysis indicates that value, easiness and quality are positively influencing the level of satisfaction of hair oil ands of women customers at one per cent level, while, suitability and familiarity are positively influencing the level of satisfaction of hair oil ands of women customers at five per cent level and the results also show that there is a significant difference in the level of and loyalty towards hair oil ands among the women customers.