An exploratory study on the loyalty or variety seeking purchase pattern of different brands of toilet soaps among a set of management students

A study was conducted on the management students of coimbatore to assess the usage and the recall patterns of different Toilet soap brands among the said group of customers. The study was proposed on the assumption that there are multitudes of effects of promotion and branding on the consumer in his buying decisions affecting choice of different brands in the toilet soap category.There is large extend of proof which shows athat the choice of the brands in overwhelming number of cases in such product category is dependent on the amount of advertisement and the resultant level of recall attained by the receptors in general.Taking acue from this the study proposed to use the method of unaided recall to find out the brands which has succeeded in making the customer be comparatively loyal. It is appreciated that there is also a tendency among the customers to change the brands not only as a permanent alternative but also as a variety seeking alternative especially in a category which in this case is known as a low involvement category product..As far as recall is concerned,by such a study one can predict the extend to which such a vareity seeking-ness is happening and that is an indication of the customers urge to look for something different and should be studied in more detail.The study was also intended to see the pattern of changes happening in the variety seeking behavior front of the said customers. The result of which can be seen as indicative of a tendency of the customers to change from established brands to any others probably over atime period Study also proposes to figure out the customer choice set from which a future brand could get to become prominent.