Comparative study of the relationship between Marketing Mix Elements, Purchase Pattern and Brand Loyalty of Hair care and Dental care products-A study on Indian Consumers

FMCG segment comprises of a variety of products that include hair care and dental care products. As the market for FMCG is increasing due various factors and some of them increase in the income level, awareness and urbanization; it is evident for marketers to know whether the consumers have the same opinion on the various marketing activities that are conducted by the marketers. This empirical research focused on studying the marketing aspects related to two segments of FMCG which include hair care and dental care products. The study has three objectives: one, to determine the relationship between the elements of marketing mix considered while purchasing; second, to determine the repurchasing pattern and their relationship; and third, to determine the degree of loyalty and their relationship. The study was conducted using a structured questionnaire covering aspects related to marketing mix elements, repurchase pattern and degree of brand loyalty for hair care and dental care products. The data was collected from the consumers residing in Mysore city in Karnataka. Among the 250 questionnaires that were circulated, only the completely filled-in 207 questionnaires were considered for analysis, which indicates a response rate of 82.8%. The results indicated that there exists a relationship between the marketing mix elements considered while purchasing the hair care and dental care products among the respondents. There are also similarities in the repurchasing pattern of hair care and dental care products; whereas there is no relationship in the degree of loyalty among the respondents.