Preference of Global Shampoo Brands: A Study on Women Consumers

Abstract

Bangladeshi consumers are increasingly concerned about their hair care, nutrition, health, and lifestyle. Their increased interest in shampoo reflects their increased hair and health consciousness. As a result, the shampoo market has grown in Bangladesh overall market growth, and the availability of many shampoo brands induces customers to consider various purchasing preferences and decisions. Also, the hyper-competition among global and local companies induces marketers to work hard to attract new customers and retain existing ones. Therefore, the study aims to determine the factors influencing women consumers’ preferences for a global shampoo brand. This study used a quantitative research design based on primary data. The primary data was collected from a survey among the women consumers of global shampoo brands through a structured questionnaire containing nine factors determining consumers’ preferences. The statistical techniques of mean and standard deviation were used to analyze the study’s findings. The results indicate that among the nine factors the study examined, buyers consider functionality, brand image, quality, and price to be the most significant when choosing a global shampoo brand. The study’s findings have substantial policy implications for global marketers that want to customize their marketing plans.