A Study on Consumer Preference and Satisfaction Towards Various Brands of Hair Shampoo in Ahmedabad City

Abstract

Hair shampoo plays a wide role in cosmetic products. Healthy roots and tips, daily shine, stronger hairs are the prime factors among the male and female genders driving the hair care product market globally. In this research, consumer preference and satisfaction towards different brands of hair shampoo in Ahmedabad city is studied. Hence, in this research, 26 brands have been taken both national and international brands to identify consumers' brand preference and factors that consumers consider. A total of 200 respondents' data is collected with the aid of a standardised questionnaire, and exploratory factor analysis and cluster analysis are used to analyse it. The result of the study shows that Dove and L'Oreal Paris are the most preferred brands. Brand image and usage experience, ethical and ecofriendly product, brand preference, product quality, and problem solving ability are the five factors which influence the consumer preference towards hair shampoo through factor analysis. Brand attributes and brand perception are the identified cluster groups through regression factor scores.