Brand Selection Dimensions in Family Buying of Personal Care Products

The aim of present study endeavors to uncover the dimensions of brand selection in buying of personal care products. The results confirmed four dimensions of brand selection for each studied product i.e. shampoo (Variety and Value Seeking, Functionality-Hair Care, Brand Adherence and Habitual Sel...

Full description

Bibliographic Details
Main Authors: Sakshi SHARMA, Maninder SINGH
Format: Article
Language:English
Published: Ala-Too International University 2019-05-01
Series:Eurasian Journal of Business and Economics
Subjects:
Online Access:http://www.ejbe.org/EJBE2019Vol12No23p045SHARMA-SINGH.pdf
id doaj-34eb1671ff9144e69b657a849727ab1b
record_format Article
spelling doaj-34eb1671ff9144e69b657a849727ab1b2020-11-25T02:19:38ZengAla-Too International UniversityEurasian Journal of Business and Economics 1694-59481694-59722019-05-011223456110.17015/ejbe.2019.023.03Brand Selection Dimensions in Family Buying of Personal Care ProductsSakshi SHARMA0Maninder SINGH1 Khalsa College AmritsarAmritsar College of EngineeringThe aim of present study endeavors to uncover the dimensions of brand selection in buying of personal care products. The results confirmed four dimensions of brand selection for each studied product i.e. shampoo (Variety and Value Seeking, Functionality-Hair Care, Brand Adherence and Habitual Selection), toilet soap (Value & Variety Seeking, Functionality, Significance of Image and Time and Friend’s Influence) and toothpaste (Functionality-Oral Care, Value Seeking, Outer Directed Brand Adherence and Parental Influence). Another important finding of this study is that dimensions of brand selections have significant gender differences. Interestingly, this study shows that males are found to be more variety, value and functionality seekers in buying of personal care products as compared to their counterparts. Females are found to be more brands adhered and influenced by friend and parents. The paper offers insights that the variety and value seeking brand selection dimensions are highly strong brand selection dimensions for all studied products. As personal care products buyers have shown great interest in variety and value seeking, the study suggests that promotional efforts like sales promotions and advertising can play a vital role in marketeering of these products for a new entrant as well as for established marketers.http://www.ejbe.org/EJBE2019Vol12No23p045SHARMA-SINGH.pdfBrand SelectionFMCGsPersonal Care ProductsNon-durableMarketingFamily Buying
collection DOAJ
language English
format Article
sources DOAJ
author Sakshi SHARMA
Maninder SINGH
spellingShingle Sakshi SHARMA
Maninder SINGH
Brand Selection Dimensions in Family Buying of Personal Care Products
Eurasian Journal of Business and Economics
Brand Selection
FMCGs
Personal Care Products
Non-durable
Marketing
Family Buying
author_facet Sakshi SHARMA
Maninder SINGH
author_sort Sakshi SHARMA
title Brand Selection Dimensions in Family Buying of Personal Care Products
title_short Brand Selection Dimensions in Family Buying of Personal Care Products
title_full Brand Selection Dimensions in Family Buying of Personal Care Products
title_fullStr Brand Selection Dimensions in Family Buying of Personal Care Products
title_full_unstemmed Brand Selection Dimensions in Family Buying of Personal Care Products
title_sort brand selection dimensions in family buying of personal care products
publisher Ala-Too International University
series Eurasian Journal of Business and Economics
issn 1694-5948
1694-5972
publishDate 2019-05-01
description The aim of present study endeavors to uncover the dimensions of brand selection in buying of personal care products. The results confirmed four dimensions of brand selection for each studied product i.e. shampoo (Variety and Value Seeking, Functionality-Hair Care, Brand Adherence and Habitual Selection), toilet soap (Value & Variety Seeking, Functionality, Significance of Image and Time and Friend’s Influence) and toothpaste (Functionality-Oral Care, Value Seeking, Outer Directed Brand Adherence and Parental Influence). Another important finding of this study is that dimensions of brand selections have significant gender differences. Interestingly, this study shows that males are found to be more variety, value and functionality seekers in buying of personal care products as compared to their counterparts. Females are found to be more brands adhered and influenced by friend and parents. The paper offers insights that the variety and value seeking brand selection dimensions are highly strong brand selection dimensions for all studied products. As personal care products buyers have shown great interest in variety and value seeking, the study suggests that promotional efforts like sales promotions and advertising can play a vital role in marketeering of these products for a new entrant as well as for established marketers.
topic Brand Selection
FMCGs
Personal Care Products
Non-durable
Marketing
Family Buying
url http://www.ejbe.org/EJBE2019Vol12No23p045SHARMA-SINGH.pdf
work_keys_str_mv AT sakshisharma brandselectiondimensionsinfamilybuyingofpersonalcareproducts
AT manindersingh brandselectiondimensionsinfamilybuyingofpersonalcareproducts
_version_ 1724875322781859840