ICTACT Journal on Management Studies

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Brand Switching Of Bathing Soaps Among Women Over Ages


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1 Mepco School of Management Studies, Mepco Schlenk Engineering College, India
     

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Beauty Soap segment holds the largest market share, account for more than 50% of the market. Keeping this in view this research is done to know the Women’s Current and Past Consumption Pattern of bathing Soap brands and to identify their Switch over Pattern of brands among women over ages. The age categories are classified as 11-20, 21-30, 31-40 and 41-50 years and above. In depth survey was carried out among 175 women in Sivakasi of Virudhunagar District in Tamil Nadu. Results show that predominantly women consumers prefer a soap brand which is suitablefor their skin typ. There seem an age wise switching pattern of brands and the switchover happens predominantly during 21 to 30 age spans. Mostly women get settled with a particular brand by the time they reach 40 years of age. The major switchover was from a popular Neem-Tulsi-Aloevera based Soap and a Beauty Bar from the same multinational brand house to a Sandal based south Indian brand. This shows the strong presence and brand loyalty for that south Indian brand in the market under study. It is also implicit that, the income level of the individual women and their family do not affect the choice of the Brand which they prefer. Curiosity to try a new product is the prime reason which induces women to switch over another brand. Rather than the promotions and other beauty aspects, women choose soap brand for their skin suitability. This draws attention to the brand houses marketing women soaps.

Keywords

Beauty Soaps, Age Category, Brand Switchover, Women Consumers, Brand Preference
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  • Brand Switching Of Bathing Soaps Among Women Over Ages

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Authors

G. Balamurugan
Mepco School of Management Studies, Mepco Schlenk Engineering College, India
S. Gopi
Mepco School of Management Studies, Mepco Schlenk Engineering College, India
S. Kothai
Mepco School of Management Studies, Mepco Schlenk Engineering College, India

Abstract


Beauty Soap segment holds the largest market share, account for more than 50% of the market. Keeping this in view this research is done to know the Women’s Current and Past Consumption Pattern of bathing Soap brands and to identify their Switch over Pattern of brands among women over ages. The age categories are classified as 11-20, 21-30, 31-40 and 41-50 years and above. In depth survey was carried out among 175 women in Sivakasi of Virudhunagar District in Tamil Nadu. Results show that predominantly women consumers prefer a soap brand which is suitablefor their skin typ. There seem an age wise switching pattern of brands and the switchover happens predominantly during 21 to 30 age spans. Mostly women get settled with a particular brand by the time they reach 40 years of age. The major switchover was from a popular Neem-Tulsi-Aloevera based Soap and a Beauty Bar from the same multinational brand house to a Sandal based south Indian brand. This shows the strong presence and brand loyalty for that south Indian brand in the market under study. It is also implicit that, the income level of the individual women and their family do not affect the choice of the Brand which they prefer. Curiosity to try a new product is the prime reason which induces women to switch over another brand. Rather than the promotions and other beauty aspects, women choose soap brand for their skin suitability. This draws attention to the brand houses marketing women soaps.

Keywords


Beauty Soaps, Age Category, Brand Switchover, Women Consumers, Brand Preference

References