A study of consumer buying behavior for bath soaps in Pune city

Consumer behavior is a complex, dynamic, multidimensional process, and all marketing decisions are based on assumptions about consumer behavior. The marketer therefore tries to understand the needs of different consumers and having understood his different behaviors which require an in-depth study of their internal and external environment. Consumer buying decision depends on perception, self-concept, social and cultural background, age, family lifecycle, attitude, belief, values, motivation, personality, social class and so on. The present study evaluates factors which influence consumers during purchase of bathing soaps. There were 421 respondents selected from Pune city. The statistical tool used for the purpose of the analysis of this study is simple percentage, weighted average, rank and chi-square test. The study with the help of primary data examines the different factors which influence consumer to buy bath soap such as product attributes and promotional schemes. The study shows that consumers are more aware about different bathing soaps which are available in the market. There is high demand in the market for different bathing soaps such as Lux, Dettol, Dove, Pears, Santoor, Lifebuoy and Moti. The study reveals that promotional scheme (Buy 3get one free) is more popular in the market. Most of the consumers give preference to Rose and Sandal Fragrance. Consumer mostly considers quality, fragrance and price during purchase decision.