Paper Details

Name: Roshanpreet Kaur & Aastha
Country: India

Year: 2025
Volume: Volume-12, Issue-1 Year: 2025 (Jan-June)
Page Number: 170-186
DOI: https://doi.org/10.5281/zenodo.18184130

ABSTRACT:
This research aims to analyse the diverse consumer purchasing patterns of personal care products—shampoos, soaps, and deodorants—among individuals aged 17-35 in Ludhiana, Punjab. Recognizing this demographic's significant focus on personal grooming, the study seeks to offer businesses valuable insights into local consumer behaviour. Employing a descriptive research design, data will be gathered from 100 respondents, encompassing students and professors from institutions like PCTE, GNIMT, and Guru Nanak Dev Engineering College and so on, to ensure a comprehensive representation of the target group. The study will investigate key factors influencing purchasing decisions, including brand loyalty, awareness of current trends in personal care, and product preferences. Furthermore, it will explore the interplay between quality and affordability, analysing the prevalence of branded versus unbranded product use. The research will also identify the factors that motivate consumers to try new brands, providing a holistic understanding of the personal care product market within Ludhiana's young adult and middle-aged population. Ultimately, this study aims to equip businesses with actionable data to refine their marketing strategies and product offerings within this specific market segment.

KEYWORDS: Personal Care Products, Consumer Behaviour, Brand Loyalty, Customer
satisfaction, Marketing Strategies.