The factors influencing young women in purchase decision regarding bath and shower category

Consumer buying behavior is convalescing day by day with changing ecology. Studying Young Consumer, standing at 206 million is very decisive aspect of marketing. Steadfast young women will constantly procure commodity from their favored brand name, despite the consequences of expediency or value. For, today's young women, having good skin and hair is a matter of style and depicts their social status. The chief intent of this research paper is to study the buying behavior of young women in relation to bath and shower category. 107 responses were gathered using convenient sampling approach from the city of Hyderabad. The findings of this study indicate that quality and price are the two main factors influencing young women purchase behaviour towards bath and shower category. Also, apart from personal experience and friends, YouTube bloggers are the major influencers. This paper may help marketers to formulate strategies to suit the needs and aspirations of this target market in order to have an edge over their competitors.