The economic growth and development of a nation depends on the functioning of business organisations and establishment of new business ventures. According to the modern marketing concept, customer is the king. He is the one who decides the success or failure of any business organisation. The continuing existence of any concern depends on the behaviour and attitude of consumers. Unlike traditional consumers, those in the present market are challenging in nature. Their satisfaction depends on lots of factors including the features of the product, price, quality, durability, packaging, and further more on its brand name. Branding has evolved as a major function of marketing and all the business houses are trying hard to attain good brand image in the market. Consumers used to prefer branded products over unbranded products in the expectation of getting good quality products. Thus, the study on brand preference is gaining more significance in the present scenario. Female customers are the most vibrant customer group whose preference for various cosmetic products is solely depends on brand name. Hence, this study is all about brand preference for shampoos among female customers.
Brand, Customer satisfaction, Brand preference
