TITLE:
Preference of Global Shampoo Brands: A Study on Women Consumers
AUTHORS:
Ummay Salma Khanam, Md. Bazlur Rahman
KEYWORDS:
Global Brands, Consumer Preference, Shampoo, Purchasing Decision, Brand Functionality
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.10 No.12,
November
11,
2022
ABSTRACT: Bangladeshi consumers are increasingly concerned about their hair care,
nutrition, health, and lifestyle. Their increased interest in shampoo reflects
their increased hair and health consciousness. As a result, the shampoo market
has grown in Bangladesh overall market growth, and the availability of many
shampoo brands induces customers to consider various purchasing preferences and
decisions. Also, the hyper-competition among global and local companies induces
marketers to work hard to attract new customers and retain existing ones.
Therefore, the study aims to determine the factors influencing women consumers’
preferences for a global shampoo brand. This study used a quantitative research
design based on primary data. The primary data was collected from a survey
among the women consumers of global shampoo brands through a structured questionnaire
containing nine factors determining consumers’ preferences. The statistical
techniques of mean and standard deviation were used to analyze the study’s
findings. The results indicate that among the nine factors the study examined,
buyers consider functionality, brand image, quality, and price to be the most
significant when choosing a global shampoo brand. The study’s findings have
substantial policy implications for global marketers that want to customize
their marketing plans.