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Satisfaction & Brand Loyalty towards Bath Soaps: A Study of Consumers in Chennai

S. Dhanalakshmi , Dr. M. Ganesan

The selling situation in India has undergone huge change since 1991 owing to the financial change. Postliberalization, competition intense in each line of business and market that forced brands to redefine their norms of existence all told industries. Within the FMCG business, particularly in bath soap sector there has been severe competition among the MNCs, national and native players. The rest room soaps may be divided into four worth segments: Popular, economy, premium, and carbolic soaps. At an equivalent time, penetration level of bath soaps in urban areas is extremely high, however per capita consumption levels stay low. During this situation, it's important for marketers to grasp the buyer behaviour with regard to bath soaps, which can be terribly helpful in adopting appropriate ways. This analysis paper tries to research the whole loyalty, satisfaction, awareness, and change behaviour of shoppers relating to soaps. It also examines the factors controlling brand choices.