Abstract:
Purpose of Study: The research study deals with the studying and identifying the role played by
Brand Awareness on Consumer buying behavior in personal care products.
Research Methodology: The data has been collected from 255 female respondents through
questionnaire. The data has been analyzed with graphs, frequency table and regression testing.
Findings: Brand awareness is 88.2% dependent on advertisement, 83.3% dependent on Social
media advertisement, 79.3% dependent on quality of personal care products and 95.1% dependent
on price of personal care products
Results: There is significant impact of brand awareness on consumer purchasing preferences, and
it create brand loyalty also. The communication of price also increases the purchasing of personal
care products. Beside social media has significant impact on product sales.
Practical Implications: This research is useful for the personal care products companies and
particularly for their marketing section so that they can use advertisement for increasing their sale
and product loyalty.
