A Study of Consumer Behaviour Towards Hair Care Product (Shampoo) in Nagpur

Abstract

The purpose of this study is to understand consumer behaviour towards the purchase of shampoo in Nagpur. Researchers are studying the factors that influence the behaviour of consumers towards shampoo to find out the range of shampoo brand awareness among consumers and also to study the regularity of consumption of a particular brand. All the variables studied were significantly related to demographic factors, consistency, and consumer behaviour at the time of purchase. Researchers have used tools like chi-square to determine the factors affecting consumer behaviour towards the purchase of shampoo. The chi-square test shows that there is a significant association between age and consistency, price and consistency, and type of ingredient and consistency in the purchase of shampoo. The analysis of the hypotheses proved that there is no significant association between age, price, type of ingredients, and consistency. These factors do not influence consumer behaviour at the time of purchase.