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Research Article 


STUDY OF MARKET MIX FOR THE BRAND PREFERENCES FOR PERSONAL CARE PRODUCTS: A DEMOGRAPHIC COMPARISION for HUL and ITC

Dr. Sulekha, Dr. Kiran Mor.

Abstract
Demographic segmentation is perhaps the most commonly used and most easy or natural segmentation to assess. However, it is useful only when demographic variables are correlated with the relevant objective function, such as purchase behavior or brand preferences. The present study is related with the purchase behavior influenced by demographic with respect to brand preferences affected by market mix. Market mix affects the purchase decision for personal care product as they are substitute or very close to each other. The present study analyzes the impact of market mix on the brand preferences of different brands of HUL and ITC for different demographic segments. The brand preferences are taken on nominal scale by allowing multiple ticks for brand preferences. A scale consisting 15 statements on likert scale were used to get the responses about market mix. Five factors of market mix were taken into consideration for the present study namely price, promotion, distribution, product and packaging. Each factor is reliable as cronbach α is above 0.7 for every factor.

Key words: Market segmentation, Demographics, market mix, brand preferences


 
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Pubmed Style

Dr. Sulekha, Dr. Kiran Mor. STUDY OF MARKET MIX FOR THE BRAND PREFERENCES FOR PERSONAL CARE PRODUCTS: A DEMOGRAPHIC COMPARISION for HUL and ITC. EEO. 2021; 20(5): 2433-2446. doi:10.17051/ilkonline.2021.05.265


Web Style

Dr. Sulekha, Dr. Kiran Mor. STUDY OF MARKET MIX FOR THE BRAND PREFERENCES FOR PERSONAL CARE PRODUCTS: A DEMOGRAPHIC COMPARISION for HUL and ITC. http://ilkogretim-online.org//?mno=62153 [Access: April 09, 2021]. doi:10.17051/ilkonline.2021.05.265


AMA (American Medical Association) Style

Dr. Sulekha, Dr. Kiran Mor. STUDY OF MARKET MIX FOR THE BRAND PREFERENCES FOR PERSONAL CARE PRODUCTS: A DEMOGRAPHIC COMPARISION for HUL and ITC. EEO. 2021; 20(5): 2433-2446. doi:10.17051/ilkonline.2021.05.265



Vancouver/ICMJE Style

Dr. Sulekha, Dr. Kiran Mor. STUDY OF MARKET MIX FOR THE BRAND PREFERENCES FOR PERSONAL CARE PRODUCTS: A DEMOGRAPHIC COMPARISION for HUL and ITC. EEO. (2021), [cited April 09, 2021]; 20(5): 2433-2446. doi:10.17051/ilkonline.2021.05.265



Harvard Style

Dr. Sulekha, Dr. Kiran Mor (2021) STUDY OF MARKET MIX FOR THE BRAND PREFERENCES FOR PERSONAL CARE PRODUCTS: A DEMOGRAPHIC COMPARISION for HUL and ITC. EEO, 20 (5), 2433-2446. doi:10.17051/ilkonline.2021.05.265



Turabian Style

Dr. Sulekha, Dr. Kiran Mor. 2021. STUDY OF MARKET MIX FOR THE BRAND PREFERENCES FOR PERSONAL CARE PRODUCTS: A DEMOGRAPHIC COMPARISION for HUL and ITC. Elementary Education Online, 20 (5), 2433-2446. doi:10.17051/ilkonline.2021.05.265



Chicago Style

Dr. Sulekha, Dr. Kiran Mor. "STUDY OF MARKET MIX FOR THE BRAND PREFERENCES FOR PERSONAL CARE PRODUCTS: A DEMOGRAPHIC COMPARISION for HUL and ITC." Elementary Education Online 20 (2021), 2433-2446. doi:10.17051/ilkonline.2021.05.265



MLA (The Modern Language Association) Style

Dr. Sulekha, Dr. Kiran Mor. "STUDY OF MARKET MIX FOR THE BRAND PREFERENCES FOR PERSONAL CARE PRODUCTS: A DEMOGRAPHIC COMPARISION for HUL and ITC." Elementary Education Online 20.5 (2021), 2433-2446. Print. doi:10.17051/ilkonline.2021.05.265



APA (American Psychological Association) Style

Dr. Sulekha, Dr. Kiran Mor (2021) STUDY OF MARKET MIX FOR THE BRAND PREFERENCES FOR PERSONAL CARE PRODUCTS: A DEMOGRAPHIC COMPARISION for HUL and ITC. Elementary Education Online, 20 (5), 2433-2446. doi:10.17051/ilkonline.2021.05.265








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