Determinants of brand equity in hair care products: An empirical study

In the present scenario it has been felt that every marketer is not able to sustain the brand for a longer duration, quality parameter. Brand equity becomes an important element for being able to establish the differentiation regarding the products and services and being able to have an advantage in the competition. In order to understand how much advantage would be provided to the enterprises by the brand equity, it is necessary to assess the brand equity. In a survey of 213 respondents of different parts of Uttarakhand following four factors emerged Brand Image, Price Factor, Sales Promotion And Product Availability, Product Premium And Perceived Quality. Regression equation reveals that company must focus on brand image and sales promotion scheme to buildup brand equity of the haircare product. Some of the conclusion and suggestion were also drawn for designing appropriate marketing strategy to raise brand equity of hair care products.