THE ROLE PLAYED BY BRAND AWARENESS ON CONSUMER BUYING BEHAVIOR IN PERSONAL CARE PRODUCTS

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.