A study of consumption pattern towards selected personal care products in teenagers.

Brand awareness means the brand being known to potential customers and its association with a particular product. Brand awareness is the primary goal of advertising in the early period of a product's introduction phase of life cycle. As known teenage customers of many products get attracted by advertisement in media. According to the influence of reference groups and the advertisements teenagers change their preference towards use of personal care products. Brand awareness plays a major role in a consumer's buying decision--making process. It also helps in brand recognition based on the knowledge of an acquaintance or friend having used the product in the past or constant advertisement. In some situations, brand recall is required but again brand awareness is mandatory for it also. One needs to retrieve different brands in memory, choose one and buy it. For this constant advertisement is important to make its presence in consumer's memory retrieval because the consumers are willing to go to the first brand that can be recalled. Brand preference is measure of brand loyalty in which a consumer will choose a particular brand in presence of competing brands, but will accept substitutes if that brand is not available. In the ad war of brands in personal care category the manufactures tempt the potential customers by lucrative offers and claims. The teenagers have a random brand consumption patterns while buying personal care products like shampoo, conditioner, lip-balm, lipstick, deodorant, eyeliner, Skin cream, face wash, hair oil, toothbrush and toothpaste. In this study, an attempt is made to find brand awareness, preference and consumption pattern towards the personal care products in teenagers.