International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

Impact Factor* - 6.2311


**Need Help in Content editing, Data Analysis.

Research Gateway

Adv For Editing Content

   No of Download : 162    Submit Your Rating     Cite This   Download        Certificate

FACTORS AFFECTING CUSTOMER PREFERENCE FOR BRANDS WITH SPECIAL REFERENCE TO THE BEAUTY SALONS IN INDORE CITY

    3 Author(s):  DR. AJIT UPADHYAYA, PROF. NIDHI SHARMA , DR. RAKSHA THAKUR

Vol -  8, Issue- 7 ,         Page(s) : 138 - 145  (2017 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

With growing urbanization, Indian customer is becoming more and more brand conscious. The customers today are more demanding and seek more value from the products and services they purchase. The present paper is an attempt to explore the consumer preference for local and national brands of beauty salons. The data was collected from 500 respondents of Indore city. Factor analysis was used to analyze the data. The findings of this study provide useful insights to beauty salon industry and will help marketing managers formulate appropriate strategies.

1. Savla Swati Jayesh and Manjrekar Pradip (2014). “To Study the Perception of Women as Customers towards Beauty Service in Western Mumbai”. International Journal of Scientific Research and Reviews; ISSN: 2279–0543; 52 -64.
2. Gupta Vandana (2013). “A study on Consumer perception and Brand Personality traits for making Cosmetic purchase decisions”. GYANPRATHA - ACCMAN Journal of Management, Volume 5.
a. http://accman.in/images/feb13/Gupta%20V.pdf
3. Guthrie, M. & Jung, J. (2008). “The effects of facial image and cosmetic usage on perceptions of brand personality”. Journal of Fashion Marketing & Management, Vol. 12 Issue 2, p164-181.
4. Hartmann, P. & Diehl, S. (2011). “BEST BRAND DECISIONS -- Consumer Defined.” Global Cosmetic Industry; 2011, Vol. 179 Issue 2, p36-38.
5. City Market Report Beauty and Personal Care in Bangalore (Jul 2017) www.euromonitor.com/beauty-and-personal-care-in-bangalore/report
6. Cosmetics & Toiletries Market Overviews (2015) http://trade.gov/industry/materials/ita.fsc.cosmoprof.2015_final2.pdf
7. http://www.mplans.com/hair_salon_marketing_plan/situation_analysis_fc.php viewed on 24th July, 2017.
8. Nunnally, J. (1988). Psychometric Theory. NJ: McGraw-Hill, Englewood-Cliffs.

*Contents are provided by Authors of articles. Please contact us if you having any query.






Bank Details