ICTACT Journal on Management Studies

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Brand Switching Of Bathing Soaps Among Women Over Ages


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

   Subscribe/Renew Journal


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
Subscription Login to verify subscription
User
Notifications
Font Size

  • G.A. Krishnan and D. Nandhini, “Factors Affecting the Purchasing Behaviour of Consumers in Ernakulam District with Special Emphasis on Bathing Soap”, International Journal of Research in Arts and Science, Vol. 3, pp. 11-15, 2017.

  • A. Hemalatha, D. Antony and G. Sivanesan, “A Study on Brand Loyalty on Toilet Soaps Buying Behaviour of Female Consumers in Tiruchirappali”, International Journal of Marketing and Human Resource Management, Vol. 5, pp. 11-21, 2014.

  • S. Dhanalakshmi and D.M. Ganesan, “Satisfaction and Brand Loyalty towards Bath Soaps: A Study of Consumers in Chennai”, International Journal of Innovative Research in Science, Engineering and Technology, Vol. 4, No. 1, pp. 19045-19051, 2015.

  • D. Kumar and Y. Reddy, “A Study on Consumer Behaviour towards Bathing Soaps”, International Journal of Business, Management and Allied Science, Vol. 4, No. 3, pp. 1-11, 2017.

  • R. Varadharajan, “A Study on Buyer Behaviour and Brand Loyalty of Toilet Soaps in Perambalur Town”, International Journal of Innovative Research in Engineering and Management, Vol. 4, No. 4, pp. 685-689, 2017.

  • D. Nanaji, “Consumer Behavior of Urban Women Towards Selected Cosmetics: A Study of Nagpur City”, International Journal of Commerce and Management Studies, Vol. 3, No. 1, pp. 1-8, 2018.

  • V. Sabharwal, S. Maan and S. Kumar, “Women Buying Behaviour and Consumption Pattern of Facial Skin Care Products”, International Journal of Management and Social Sciences Research, Vol. 3, No. 9, pp. 1-13, 2014.

  • M. Katiyar and M.N. Katiyar, “An Empirical Study of Indian Consumer Buying Behaviour of FMCG Products (With Special Reference to Bathing Soap)”, International Journal of Management and Commerce Innovations, Vol. 2, No. 1, pp. 211-217, 2014.

  • D. Roy and I. Lahiri, “Some Tests for Suitability of Brand Switching Model”, European Journal of Marketing, Vol. 38, pp. 524-536, 2004.

  • N. Sundaram, “Women Buying Behaviour and Factors Influence on Consumer Preference in Vellore”, International Journal of Business Economics and Management Research, Vol. 3, No. 6, pp. 1-13, 2013.

  • D.K. Mallikarjuna, “Consumer Behaviour Towards Toilet Soaps”, Osmania Journal of Management, Vol. 2, No. 2, pp. 21-28, 2005.

  • J.K. Das, O. Prakash and V. Khattri, “Brand Image Mapping: A Study on Bathing Soaps”, Global Business Review, Vol. 17, No. 4, pp. 1-16, 2016.

  • G. Kumaraswamy, “An Empirical Study on Consumer Preferences Towards Toilet Soaps with Special Reference to Kanchipuram City, Tamil Nadu”, International Indexed and Refereed Research Journal, Vol. 4, No. 40, pp. 54-55, 2013.

  • M.A. Ali, V.R. Thumiki and N. Khan, “Factors Influencing Purchase of FMCG by Rural Consumers in South India: An Empirical Study”, International Journal of Business Research and Development, Vol. 1, No. 1, pp. 48-57, 2012.

  • S. Gundarapu, “Consumer Satisfaction on Bath Soap Brands - A Comparative Study”, International Journal of Advanced Science and Technology, Vol. 29, pp. 2196-2208, 2020.

  • J. Chauhan and G. Parmar, “A Study on Consumer Buying Behaviour for Selected FMCG Products”, International Journal of Education and Management Studies, Vol. 7, No. 3, pp. 396-399, 2017.

  • C.H. Dhadhal, “Perception of Women Skincare Cosmetics Buyers Regarding the Relative Importance of the Major Place Distribution Components - A Study”, Indian Journal of Applied Research, Vol. 3, No. 7, pp. 1-13, 2014.

  • P. Achut, “Customer Satisfaction and its Inference Towards Select Fast Moving Consumer Goods”, Journal of Commerce and Management Thought, Vol. 6, No. 4, pp. 706-723, 2015.

  • S. Dhanalakshmi and M. Ganesan, “Impact of Bath Soap’ Attributes on Customer Satisfaction - A way to Enhance of Brand Loyalty”, International Journal of Pharmacy and Technology, Vol. 3, No. 3, pp. 7148-7154, 2015.

  • G. Kothandapani, A.V. Priya and V. Balakrishnan, “Study on Consumer Buying Behaviour Towards Selected Bath Soap”, International Journal of Innovative Science and Research Technology, Vol. 2, No. 7, pp. 1-15, 2017


Abstract Views: 192

PDF Views: 0




  • Brand Switching Of Bathing Soaps Among Women Over Ages

Abstract Views: 192  |  PDF Views: 0

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