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...
Main Authors: | , |
---|---|
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 |