APPENDIX - I QUESTIONNAIRE

APPENDIX - I QUESTIONNAIRE

APPENDIX I A STUDY ON BRAND LOYALTY OF WOMEN CUSTOMERS TOWARDS COSMETIC PRODUCTS IN CHENNAI QUESTIONNAIRE I. Socio-Economic Factors 1. Name : 2. Age : a) 15 25 years b) 25 35 years c) 35 45 years d) 45 55 years e) Above 55 years 3. Educational Qualification : a) Upto Primary b) Secondary c) Higher Secondary d) Graduation e) Post Graduation 4. Occupation : a) Private Sector b) Public Sector c) Self-Employed d) Professionals

e) Students f) Housewife g) Businessmen 5. Marital Status : a) Unmarried b) Married 6. Type of Family : a) Nuclear Family b) Joint Family 7. Family Size : a) 1-3 Members b) 4 6 Members c) Above 6 Members 8. Total Experience in Employment : a) 1-5 years b) 5 10 years c) 10 15 years d) Above 15 years 9. Monthly Income : a) Rs.10,000 Rs.15,000 b) Rs.15,000 Rs.20,000 c) Rs.20,000 Rs.25,000 d) Above Rs.25,000 10. Monthly Income of the Family :

a) Rs.10,000 Rs.15,000 b) Rs.15,000 Rs.20000 c) Rs.20,000 Rs.25,000 d) Rs.25,000 Rs.30,000 e) Above Rs.30,000 11. Residential Area : a) Urban b) Semi-Urban c) Sub-Urban 12. Buying Influencer : a) Self b) Spouse c) Children d) Elders e) Friends e) Relatives f) Colleagues 13. Nature of Product Purchased : a) Chemical Cosmetics b) Herbal Cosmetics 14. Reasons for Purchase : a) Health Conscious b) No Side Effect c) Beauty Conscious d) Personality Conscious e) Freshness f) Easy Availability g) Affordable Price II. Brand Preference and Brand Loyalty of Shampoo Brands 15. Please indicate your brand preference of shampoo brands. Brands Preference

Sun Silk All Clear Clinic Plus Pantene Head & Shoulders 16. Please indicate your level of agreement for factors affecting the purchasing of a particular shampoo brand. SA = Strongly Agree A = Agree MA = Moderately Agree DA = Disagree SDA = Strongly Disagree Sl. No. Factors SA A MA DA SDA 1. Brand Name 2. Value for Money 3. Avoid Hair Loss 4. Prevent Dandruff Sl. No. Factors SA A MA DA SDA 5. Suitable for Hair 6. Softens Hair 7. Hair Growth 8. Fragrance 9. Naturalness 10. No Rough Hair 11. Content 12. Price 13. Quantity 14. Conditioners

15. Removing Oil Dirt 16. Easy Availability 17. Easy to Rinse 18. Attractive Package 19. Advertisement 20. Recommendation by Doctors 17. Frequency of purchase of a shampoo brand. a) Daily b) Weekly c) Fortnightly d) Monthly 18. Please indicate period for using a particular shampoo brand. a) 1-3 years b) 3-5 years c) More than 5 years 19. Please indicate amount spent for a shampoo brand. Brands Amount Spent Per Month (in Rs.) Sun Silk All Clear Clinic Plus Pantene Head & Shoulders 20. Please indicate your overall satisfaction about a particular shampoo brand.

a) Highly Satisfied b) Satisfied c) Slightly Satisfied d) Dissatisfied e) Highly Dissatisfied 21. Please indicate your level of agreement for the loyalty of a particular shampoo brand. SA = Strongly Agree A = Agree MA = Moderately Agree DA = Disagree SDA = Strongly Disagree Sl. No. Statements SA A MA DA SDA 1. I intend to buy this brand in the near future Sl. No. Statements SA A MA DA SDA 2. 3. 4. I consider this brand as my first choice in this category The next time I need that product, I will buy the same brand I will continue to be loyal customer for this brand I am willing to pay a price premium 5. over competing products to be able to purchase this brand again I would only consider purchasing this 6. brand again, if it would be substantially cheaper 7. I say positive things about this brand to other people 8. I recommend this brand to someone

who seeks my advice 9. 10. I intend to recommend this brand to other people I consider this brand my first choice in the next few years III. Brand Preference and Brand Loyalty of Hair Oil Brands 22. Please indicate your brand preference of hair oil brands. Brands Preference Marico Dabour Vatica Dabur Amla VVD Parachute Bajaj Alamond Oil 23. Please indicate your level of agreement for factors affecting the purchasing of a particular hair oil brand. SA = Strongly Agree A = Agree MA = Moderately Agree DA = Disagree SDA = Strongly Disagree Sl. No. Factors SA A MA DA SDA 1. Brand Name 2. Value for Money

3. Relieve Dryness 4. Better Shine 5. Suitable for Hair 6. Softens Hair 7. Hair Growth Sl. No. Factors SA A MA DA SDA 8. Fragrance 9. Price 10. Quantity 11. Contents 12. Easy Availability 13. Easy to Rinse 14. Attractive Package 15. Advertisement 16. Recommendation by Doctors 24. Frequency of purchase of a hair oil brand. a) Weekly b) Fortnightly c) Monthly d) Quarterly 25. Please indicate period for using a particular hair oil brand. a) 1-3 years b) 3-5 years c) More than 5 years

26. Please indicate amount spent for a hair oil brand. Brands Amount Spent Per Month (in Rs.) Marico Dabour Vatica Dabur Amla VVD Parachute Bajaj Alamond Oil 27. Please indicate your overall satisfaction about a particular hair oil brand. a) Highly Satisfied b) Satisfied c) Moderately Satisfied d) Dissatisfied e) Highly Dissatisfied 28. Please indicate your level of agreement for the loyalty of a particular hair oil brand. SA = Strongly Agree A = Agree MA = Moderately Agree DA = Disagree SDA = Strongly Disagree Sl. No. Statements SA A MA DA SDA 1. I intend to buy this brand in the near future

2. I consider this brand as my first choice in this category Sl. No. Statements SA A MA DA SDA 3. 4. The next time I need that product, I will buy the same brand I will continue to be loyal customer for this brand I am willing to pay a price premium 5. over competing products to be able to purchase this brand again I would only consider purchasing this 6. brand again, if it would be substantially cheaper 7. 8. 9. 10. I say positive things about this brand to other people I recommend this brand to someone who seeks my advice I intend to recommend this brand to other people I consider this brand my first choice in the next few years IV. Brand Preference and Brand Loyalty of Face Powder Brands

29. Please indicate your brand preference of face powder brands. Brands Preference Ponds Cuticura Gokul Santol Yardley Spinz 30. Please indicate your level of agreement for factors affecting the purchasing of a particular face powder brand. SA = Strongly Agree A = Agree MA = Moderately Agree DA = Disagree SDA = Strongly Disagree Sl. No. Factors SA A MA DA SDA 1. Brand Name 2. Value for Money 3. Skin Suitability 4. Freshness 5. Ingredients 6. Fragrance 7. Price Sl. No. Factors SA A MA DA SDA 8. Quantity 9. Skin Smoothness 10. Absorption of Oil in Skin

11. Easy Availability 12. Attractive Package 13. Advertisement 14. Recommendation by Doctors 31. Frequency of purchase of a face powder brand. a) Fortnightly b) Monthly c) Quarterly 32. Please indicate period of using a particular face powder brand. a) 1-3 years b) 3-5 years c) More than 5 years 33. Please indicate amount spent for a face powder brand. Brands Amount Spent Per Month (in Rs.) Ponds Cuticura Gokul Santol Yardley Spinz 34. Please indicate your overall satisfaction about a particular face powder brand. a) Highly Satisfied b) Satisfied c) Moderately Satisfied d) Dissatisfied d) Highly Dissatisfied 35. Please indicate your level of agreement for the loyalty of a particular face powder brand.

SA = Strongly Agree A = Agree MA = Moderately Agree DA = Disagree SDA = Strongly Disagree Sl. No. Statements SA A MA DA SDA 1. 2. 3. 4. I intend to buy this brand in the near future I consider this brand as my first choice in this category The next time I need that product, I will buy the same brand I will continue to be loyal customer for this brand I am willing to pay a price premium 5. over competing products to be able to purchase this brand again I would only consider purchasing this 6. brand again, if it would be substantially cheaper Sl. No. Statements SA A MA DA SDA 7. 8. 9. 10. I say positive things about this brand to other people I recommend this brand to someone who seeks my advice I intend to recommend this brand to other people I consider this brand my first choice in the next few years

V. Brand Preference and Brand Loyalty of Body Soap Brands 36. Please indicate your brand preference of body soap brands. Brands Preference Lux Hamam Rexona Liril Dove Pears 37. Please indicate your level of agreement for factors affecting the purchasing of a particular body soap brand. SA = Strongly Agree A = Agree MA = Moderately Agree DA = Disagree SDA = Strongly Disagree Sl. No. Factors SA A MA DA SDA 1. Brand Name 2. Value for Money 3. Moisturizing 4. Foaming 5. Softness 6. Freshness

7. Ingredients 8. Fragrance 9. Price 10. Quantity 11. Skin Protection 12. Germ Protection 13. Easy Availability 14. Attractive Package 15. Advertisement 16. Recommendation by Doctors 38. Frequency of purchase of a body soap brand. a) Fortnightly b) Monthly c) Quarterly 39. Please indicate period for using a particular body soap brand. a) 1-3 years b) 3-5 years c) More than 5 years 40. Please indicate amount spent for a body soap brand. Brands Amount Spent Per Month (in Rs.) Lux Hamam Rexona Liril Dove

Pears 41. Please indicate your overall satisfaction about a particular body soap brand. a) Highly Satisfied b) Satisfied c) Slightly Satisfied d) Dissatisfied e) Highly Dissatisfied 42. Please indicate your level of agreement for the loyalty of a particular body soap brand. SA = Strongly Agree A = Agree MA = Moderately Agree DA = Disagree SDA = Strongly Disagree Sl. No. Statements SA A MA DA SDA 1. 2. 3. 4. I intend to buy this brand in the near future I consider this brand as my first choice in this category The next time I need that product, I will buy the same brand I will continue to be loyal customer for this brand I am willing to pay a price premium over 5. competing products to be able to purchase this brand again

I would only consider purchasing this 6. brand again, if it would be substantially cheaper 7. 8. I say positive things about this brand to other people I recommend this brand to someone who seeks my advice Sl. No. Statements SA A MA DA SDA 9. 10. I intend to recommend this brand to other People I consider this brand my first choice in the next few years Place : Date : Signature of the Surveyor

APPENDIX II LEVEL OF LOYALTY SCALE FOR COSMETIC PRODUCTS

APPENDIX - II WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR CLINIC PLUS SHAMPOO Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales 0 30 32 34 Low Medium High WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR ALL CLEAR SHAMPOO Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales

0 29 32 34 Low Medium High

WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR SUN SILK SHAMPOO Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales 0 30 32 33 Low Medium High

WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR PANTENE SHAMPOO Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales 0 28 30 31 Low Medium High

WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR HEAD & SHOULDER SHAMPOO Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales 0 28 30 31 Low Medium High WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR MARICO HAIL OIL Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales

0 29 30 32 Low Medium High WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR DABUR VATICA HAIR OIL Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales 0 28 31 34 Low Medium High

WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR DABUR AMLA HAIR OIL Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales 0 25 34 36 Low Medium High

WOMEN CUSTOMERS LEVEL OF LOYALTY Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) SCALE FOR VVD HAIR OIL Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales 0 29 32 36 Low Medium High WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR PARACHUTE HAIR OIL Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales

0 28 31 34 Low Medium High

WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR BAJAJ ALAMOND HAIR OIL Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales 0 29 32 35 Low Medium High WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR PONDS FACE POWDER Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales

0 27 31 34 Low Medium High WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR CUTICURA FACE POWDER Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales 0 29 31 33 Low Medium High

WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR GOKUL SANTOL FACE POWDER Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales 0 28 31 34 Low Medium High WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR YARDLEY FACE POWDER Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales

0 28 31 35 Low Medium High WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR SPINZ FACE POWDER Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales 0 28 31 35 Low Medium High WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR LUX BODY SOAP Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5

Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales 0 27 31 32 Low Medium High WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR HAMAM BODY SOAP Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales 0 26 32 36 Low Medium High

WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR REXONA BODY SOAP Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales 0 27 31 34 Low Medium High WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR LIRIL BODY SOAP Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales

0 28 31 33 Low Medium High

WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR DOVE BODY SOAP Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales 0 26 32 34 Low Medium High

WOMEN CUSTOMERS LEVEL OF LOYALTY SCALE FOR PEARS BODY SOAP Scorings Scheme for Customers Loyalty: 10 Items (See Questionnaire) Scores Strongly Agree - 5 Agree - 4 Moderately Agree - 3 Disagree - 2 Strongly Disagree - 1 Total (10 x 5) = 50 Scales 0 28 32 36 Low Medium High

APPENDIX III RESEARCH ARTICLES PUBLISHED BY THE SCHOLAR

RESEARCH ARTICLE I

FACTORS AFFECTING THE PURCHASING OF SHAMPOO BRANDS AND THEIR INFLUENCE ON SATISFACTION OF WOMEN CUSTOMERS ABSTRACT Cosmetics have been traditionally used by women to groom their physical appearance and, presumably, their physical attractiveness. From a self-presentational perspective, argued that cosmetics are used specifically for grooming behaviors and in general function to manage and control not only social impressions but also self-image. Self Image in turn provides self confidence.the majority of the women customers prefer a particular brand of shampoo and the factor analysis indicates that the healthiness, value, safety, easiness and familiarity are the factors affecting the purchasing of shampoo brands by the women customers. The regression analysis shows that healthiness, value, safety, easiness and familiarity are positively and significantly influencing the level of satisfaction of shampoo brands. Key words: Cosmetics - Socio Economic Factors Healthiness - Familiarity

FACTORS AFFECTING THE PURCHASING OF SHAMPOO BRANDS AND THEIR INFLUENCE ON SATISFACTION OF WOMEN CUSTOMERS INTRODUCTION The global cosmetic industry or Multi nationals have been captivated by India in a fascinating manner - the world s second most populous country - over 1 billion people - even one percent of captured market at estimated rates is a huge sum for some companies. India has seen a growth in the cosmetics industry especially in the recent years. The beauty business in India is growing phenomenally with the cosmetics market growing at 15-20 per cent annually, twice as fast as that of the United States and European markets. The retail beauty and cosmetics market in India currently estimated at USD 950 million is pegged at USD 2.68 billion by the year 2020. The desire to improve one s physical attractiveness seems to be an inherent characteristic of most individuals. Cosmetics have been traditionally used by women to control their physical appearance and, presumably, their physical attractiveness. From a selfpresentational perspective, argued that cosmetics are used specifically for grooming behaviors and in general function to manage and control not only social impressions but also self-image (for example, body image, self-perceptions, and mood states). Since grooming products are considered as a pervasive element of women s culture. As a general result, the exposure to pictures of good-looking and even slightly aboveaverage-looking females lowered the self-image of exposed women and increased dissatisfaction with their own appearance. The body image is an important component of the self-concept and has stimulated the demand of certain products and services, such as dietary, slimming, exercise and cosmetic items. In western cultures, one of the commonly recognized reasons women use cosmetics is to improve their physical attractiveness. With this

background, the present study is attempted to examine the factors affecting the purchasing of shampoo brands and their influence on satisfaction of women customers. METHODOLOGY Among the different cities in Tamil Nadu, the Chennai city has been purposively selected for the present study. The 600 women customers of cosmetic products have been selected for the present study by adopting random sampling technique and the data and information pertain to the year 2012-2013. In order to understand the socio-economic features of women customers, the frequency and percentage analysis are carried out. In order to identify the factors affecting the purchasing of shampoo brands by the women customers, the exploratory factor analysis has been applied. In order to study the influence of factors affecting the purchase of shampoo brands on satisfaction of women customers, the multiple linear regression has been employed RESULTS AND DISCUSSION SOCIO - ECONOMIC FEATURES OF THE WOMEN CUSTOMERS The socio-economic features of the women customers of cosmetic products were analyzed and the results are presented in Table 1.

TABLE 1 SOCIO-ECONOMIC FEATURES OF THE WOMEN CUSTOMERS Particulars Customers (N = 600) Customers (N = 600) Particulars Frequency Percent Frequency Percent Age (Years) Educational Qualification 15 25 72 12.00 Primary 18 3.00 25 35 179 29.83 Secondary 43 7.17 35 45 253 42.17 Higher Secondary 35 5.83 45 55 67 11.17 Graduation 138 23.00 Above 55 29 4.83 Post Graduation 366 61.00 Occupation Monthly Income (Rs.) Private Sector 152 25.33 10000-15000 23 3.83 Public Sector 145 24.16 15000-20000 37 6.17 Self- Employed 48 8.00 20000-25000 408 68.00 Professionals 114 19.00 Above 25000 132 22.00 Students 19 3.17 Marital Status Housewife 79 13.17 Unmarried 252 42.00 Business 43 7.17 Married 348 58.00 The results show that about 42.17 per cent of women customers of cosmetic products belong to the age group of 35 45 years followed by 25 35 years (29.83 per cent), 15 25 years (12.00 per cent), 45 55 years (11.17 per cent) and above 55 years (4.83 per cent). The results indicate that about 61.00 per cent of women customers of cosmetic products are educated up to post graduation followed by graduation (23.00 per cent), secondary education (7.17 per cent), higher secondary education (5.83 per cent) and primary education (3.00 per cent).

It is observed that about 25.33 per cent of women customers of cosmetic products are employed in private sector followed by public sector (24.16 per cent), professionals (19.00 per cent), housewife (13.17 per cent), self-employed(8.00 per cent), business (7.17 per cent) and students (3.17 per cent). It is apparent that about 68.00 per cent of women customers of cosmetic products belong to the monthly income group of Rs.20000 Rs.25000 followed by above Rs.25000 (22.00 per cent), Rs.15000 Rs.20000 (6.17 per cent) and Rs.10000 Rs.15000 (3.83 per cent). It is clear that about 58.00 per cent of women customers of cosmetic products are married and the rest of 42.00 per cent of women customers of cosmetic products are unmarried. BRAND PREFERENCE OF SHAMPOO The brand preference of shampoo by women customers was analyzed and the results are presented in Table 2. TABLE 2 BRAND PREFERENCE OF SHAMPOO BY THE WOMEN CUSTOMERS Sl. No. Shampoo Brands Number of Women Customers Percentage 1. Sun Silk 132 22.00 2. All Clear 168 28.00 3. Clinic Plus 216 36.00 4. Pantene 12 2.00 5. Head & Shoulder 72 12.00 Total 600 100.00

The results show that about 36.00 per cent of women customers prefer Clinic Plus brand of shampoo followed by All Clear (28.00 per cent), Sun Silk (22.00 per cent), Head & Shoulder (12.00 per cent) and Pantene (2.00 per cent). It is inferred that the majority of the women customers prefer Clinic Plus brand of shampoo. FACTORS AFFECTING THE PURCHASING OF SHAMPOO BRANDS In order to identify the factors affecting the purchasing of shampoo brands by the women customers, the exploratory factor analysis has been employed. The principal component method of factor analysis was carried out with Eigen values greater than one through Varimax rotation and the results obtained through rotated component matrix are presented in Table 3. Sl. No. TABLE 3 FACTORS AFFECTING THE PURCHASING OF SHAMPOO BRANDS Attributes Factor - I Rotated Factors Loadings on Factor - II Factor - III Factor - IV Factor - 1. Brand Name.62 2. Value for Money.59 3. Avoid Hair Loss.61 4. Prevent Dandruff.55 5. Suitable for Hair.54 6. Softens Hair.58 7. Hair Growth.63 8. Fragrance.65 9. Naturalness.58 10. No Rough Hair.59 11. Vitamin Content.52 12. Price.59 13. Quantity.62 14. Conditioners.55 15. Removing Oil Dirt.61 16. Easy Availability.62 17. Easy to Rinse.56 18. Attractive Package.58 19. Advertisement,52 20. Recommendation by Doctors.54 Eigen Value 2.81 1.99 1.66 1.30 1.04 V

% of Variance 21.55 19.04 17.12 13.16 9.06 Cumulative % of Variance 21.55 40.59 57.71 70.87 79.93 Cronbach s Alpha 0.87 Source: Primary & Computed Data Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. Rotation converged in 8 iterations. There are five independent groups which are extracted accounting for a total of 79.93 per cent of variations on 20 attributes. The each of the five factors contributes to 21.55 per cent, 19.04 per cent, 17.12 per cent, 13.16 per cent and 9.06 per cent respectively. Factor - I: From the table, it is inferred that out of 20 attributes, six attributes have their high, relatively tightly grouped factor loadings on factor - I. This factor consists of: Prevent Dandruff (0.55) Suitable for Hair (0.54) Soften Hair (0.58) Hair Growth (0.63) No Rough Hair (0.59) Removing Oil Dirt (0.61) This factor is named as HEALTHINESS. Factor - II: is formed with: Brand Name (0.74) Value for Money (0.59) Fragrance (0.65) Price (0.59) Quantity (0.62)

This factor is named as VALUE Factor - III: This factor includes: Avoid Hair Loss (0.61) Naturalness (0.58) Vitamin Content (0.52) Conditioners (0.55) This factor is named as SAFETY Factor - IV: This factor is formed with: Easy Availability (0.62) Easy to Rinse (0.56) Attractive Package (0.58) This factor is named as EASINESS Factor - V: This factor includes: Advertisement (0.52) Recommendation by Doctors (0.54) This factor is named as FAMILIARITY The Cronbach s Alpha of the scale was 0.87 indicating that each measure demonstrated acceptable internal consistency. It is inferred that healthiness, value, safety, easiness and familiarity are the factors affecting the purchasing of shampoo brands by the women customers.

INFLUENCE OF FACTORS AFFECTING THE PURCHASING OF SHAMPOO BRANDS ON SATISFACTION OF WOMEN CUSTOMERS In order to study the influence of factors affecting the purchase of shampoo brands on satisfaction of women customers, the multiple linear regression has been employed and the results are presented in Table 4. The level of satisfaction is considered as dependent variable and the factors derived from explanatory factor analysis are considered as independent variables. TABLE 4 INFLUENCE OF FACTORS AFFECTING THE PURCHASING OF SHAMPOO BRANDS ON SATISFACTION LEVEL OF WOMEN CUSTOMERS Regression Sl. No. Particulars t - Value Sig. Co-efficient

1. Intercept 2.146 ** 6.148.001 2. Healthiness (X 1 ).723 ** 4.148.000 3. Value (X 2 ).652 ** 4.206.001 4. Safety (X 3 ).569 ** 4.503.001 5. Easiness (X 4 ).570 * 2.207.014 6. Familiarity (X 5 ).486 * 2.479.032 R 2 0.69 Adjusted R 2 0.65 F 3.184 0.02 N 600 Note: ** Significance at one per cent level * Significance at five per cent level The results indicate that the coefficient of multiple determination (R 2 ) is 0.69 and adjusted R 2 is 0.65 indicating the regression model is moderately fit. It shows that about 65.00 per cent of variation in dependent variable (Level of Satisfaction) is explained by the independent variables (Factors Affecting Purchase of Shampoo Brands). The F-value of 3.184 is significant at five per cent level indicating that the regression model is good fit. The results show that healthiness, value and safety are positively influencing the level of satisfaction of shampoo brands of women customers at one per cent level, while, easiness and familiarity are positively influencing the level of satisfaction of shampoo brands of women customers at five per cent level. Hence, there is a significant influence of factors affecting the purchase of shampoo brands on satisfaction level of women customers. CONCLUSION The foregoing analysis shows that the majority of women customers of cosmetic products belong to the age group of 35 45 years and the most of the women customers of cosmetic products are post graduates. The majority of the women customers of cosmetic

products are employed in private sector and the most of the women customers of cosmetic products belong to the monthly income group of Rs. 20000 Rs.25000 and the most of them are married. The majority of the women customers prefer Clinic Plus brand of shampoo and the factor analysis indicates that the healthiness, value, safety, easiness and familiarity are the factors affecting the purchasing of shampoo brands by the women customers. The regression analysis shows that healthiness, value, safety, easiness and familiarity are positively and significantly influencing the level of satisfaction of shampoo brands. REFERENCES: Chandrasekaran Kathiravana, Natarajan Panchanathama and Sivasundaram Anushan (2010), The Competitive Implications of Consumer Evaluation of Brand Image, Product Attributes, and Perceived Quality in Competitive Two-Wheeler Markets of India, Serbian Journal of Management, 5 (1): pp. 21 38. Guru Ragavendran, P., Devakumar, G., and Santhosh Upadhyay (2009), A Study on Brand Awareness of Shampoo Products for CavinKare Private Limited, SAS Tech, 8(2): pp. 33-40. Holden, S. J. S., and Lutz, R. J., (1992), Ask Not What the Brand Can Evoke; Ask What Can Evoke the Brand, Advances in Consumer Research, 19(2): pp. 101-107. Keller, K. L., (1993), Conceptualizing, Measuring, and Managing Customer-Based Brand Equity: Journal of Marketing, 57(1): pp. 1-22.

Kim, H., Kimm W. G., and An, J. A., (2004), The Effect of Consumer-Based Brand Equity on Firms Financial Performance, Journal of Consumer Marketing, 20(4): pp. 335-351. Mackay, M. M., (2001), Evaluation of Brand Equity Measures: Further Empirical Results, The Journal of Product and Brand Management, 10 (1): pp. 38-55. Nedungadi, P., (1990), Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations, Journal of Consumer Research, 17(2): pp. 263-276. Prasad A. Naik, Ashutosh Prasad and Suresh P. Sethi (2008), Building Brand Awareness in Dynamic Oligopoly Markets, Management Science, 54 (1): pp. 129-138. Raghubir, Priya and Corfman, Kim (1999), When Do Price Promotion Affect Pretrial Brand Evaluations?, Journal of Consumer Research, 36 (2): pp. 211-222. Subhani, M. I., and Osman, A., (2006), A Study on the Association between Brand Awareness and Consumer/Brand Loyalty for the Packaged Milk Industry in Pakistan, Iqra University Research Centre (IURC), Iqra. Wang Pheik Ing, Grace Tay Tsu Phing, New Chye Peng, Jessica Sze Yin Ho and Derek Ong Lai Teik (2012), Global Versus Local Brand: Perceived Quality and Status-Seeking Motivation in the Automobile Industry, World Review of Business Research, 2(4): pp. 1-12.

RESEARCH ARTICLE II

BRAND PREFERENCE AND LOYALTY OF WOMEN CUSTOMERS TOWARDS HAIR OIL BRANDS ABSTRACT The desire to improve one s physical attractiveness seems to be an inherent characteristic of most individuals. Cosmetics have been traditionally used by women to control their physical appearance and, presumably, their physical attractiveness. The most of the women customers prefer Dabur Amla brand of hair oil and the factor analysis shows that value, easiness, suitability, quality and familiarity are the factors affecting the purchasing of hair oil brands by the women customers. The most of the women customers are satisfied with the hair oil brands and there is a significant association between hair oil brands and the level of satisfaction of women customers. The regression analysis indicates that value, easiness and quality are positively influencing the level of satisfaction of hair oil brands of women customers at one per cent level, while, suitability and familiarity are positively influencing the level of satisfaction of hair oil brands of women customers at five per cent level and the results also show that there is a significant difference in the level of brand loyalty towards hair oil brands among the women customers. Key Words: Cosmetics, Hair Oil, Satisfaction Level, Familiarity, Brand Loyalty

BRAND PREFERENCE AND LOYALTY OF WOMEN CUSTOMERS TOWARDS HAIR OIL BRANDS INTRODUCTION The global cosmetic industry or Multi nationals have been captivated by India in a fascinating manner - the world s second most populous country - over 1 billion people - even one percent of captured market at estimated rates is a huge sum for some companies. India has seen a growth in the cosmetics industry especially in the recent years. The beauty business in India is growing phenomenally with the cosmetics market growing at 15-20 per cent annually, twice as fast as that of the United States and European markets. The retail beauty and cosmetics market in India currently estimated at USD 950 million is pegged at USD 2.68 billion by the year 2020. The demand for cosmetic products, particularly in urban population is steadily rising owing to various reasons, for example, mall culture, better purchasing power, concern for looking better, by both men and women, nature of the job, development in advertisement technology and in general, availability of a wide range of cosmetic products. The desire to improve one s physical attractiveness seems to be an inherent characteristic of most individuals. Cosmetics have been traditionally used by women to control their physical appearance and, presumably, their physical attractiveness. From a selfpresentational perspective, argued that cosmetics are used specifically for grooming behaviors and in general function to manage and control not only social impressions but also self-image (for example, body image, self-perceptions, and mood states). Since grooming products are considered as a pervasive element of women s culture. As a general result, the exposure to pictures of good-looking and even slightly aboveaverage-looking females lowered the self-image of exposed women and increased dissatisfaction with their own appearance. The body image is an important component of the

self-concept and has stimulated the demand of certain products and services, such as dietary, slimming, exercise and cosmetic items. In western cultures, one of the commonly recognized reasons women use cosmetics is to improve their physical attractiveness. With this background, the present study is attempted to study the brand preference and loyalty of women customers towards hair oil brands in Chennai. METHODOLOGY Among the different cities in Tamil Nadu, the Chennai city has been purposively selected for the present study. The 600 women customers of cosmetic products have been selected for the present study by adopting random sampling technique and the data and information pertain to the year 2012-2013. In order to understand the socio-economic features of women customers and brand preference and satisfaction level of women customers, the frequency and percentage analysis have been carried out. In order to identify the factors affecting the purchasing of hair oil brands by the women customers, the exploratory factor analysis has been applied. In order to study the influence of factors affecting the purchase of hair oil brands on satisfaction of women customers, the multiple linear regression has been employed. Besides, the ANOVA test has been employed to examine the brand loyalty of hair oil brands among the women customers. RESULTS AND DISCUSSION SOCIO - ECONOMIC FEATURES OF THE WOMEN CUSTOMERS The socio-economic features of the women customers of cosmetic products were analyzed and the results are presented in Table 1.

TABLE 1 SOCIO-ECONOMIC FEATURES OF THE WOMEN CUSTOMERS Customers (N = 600) Customers (N = 600) Particulars Particulars Frequency Percent Frequency Percent Age (Years) Educational Qualification 15 25 72 12.00 Primary 18 3.00 25 35 179 29.83 Secondary 43 7.17 35 45 253 42.17 Higher Secondary 35 5.83 45 55 67 11.17 Graduation 138 23.00 Above 55 29 4.83 Post Graduation 366 61.00 Occupation Monthly Income (Rs.) Private Sector 152 25.33 10000-15000 23 3.83 Public Sector 145 24.16 15000-20000 37 6.17 Self-Employed 48 8.00 20000-25000 408 68.00 Professionals 114 19.00 Above 25000 132 22.00 Students 19 3.17 Marital Status Housewife 79 13.17 Unmarried 252 42.00 Business 43 7.17 Married 348 58.00 Source: Primary Data The results show that about 42.17 per cent of women customers of cosmetic products belong to the age group of 35 45 years followed by 25 35 years (29.83 per cent), 15 25 years (12.00 per cent), 45 55 years (11.17 per cent) and above 55 years (4.83 per cent). The results indicate that about 61.00 per cent of women customers of cosmetic products are educated up to post graduation followed by graduation (23.00 per cent), secondary education (7.17 per cent), higher secondary education (5.83 per cent) and primary education (3.00 per cent). It is observed that about 25.33 per cent of women customers of cosmetic products are employed in private sector followed by public sector (24.16 per cent), professionals (19.00 per cent), housewife (13.17 per cent), self-employed (8.00 per cent), business (7.17 per cent) and students (3.17 per cent).

It is apparent that about 68.00 per cent of women customers of cosmetic products belong to the monthly income group of Rs.20000-25000 followed by above Rs.25000 (22.00 per cent), Rs.15000 20000 (6.17 per cent) and Rs.10000 15000 (3.83 per cent). It is clear that about 58.00 per cent of women customers of cosmetic products are married and the rest of 42.00 per cent of women customers of cosmetic products are unmarried. BRAND PREFERENCE OF HAIR OIL The brand preference of hair oil by women customers was analyzed and the results are presented in Table 2. TABLE 2 BRAND PREFERENCE OF HAIR OIL BY THE WOMEN CUSTOMERS Sl. No. Hair Oil Brands Number of Women Customers Percentage 1. Marico 49 8.17 2. Dabur Vatica 143 23.83 3. Dabur Amla 192 32.00 4. VVD 84 14.00 5. Parachute 72 12.00 6. Bajaj Alamond 60 10.00 Total 600 100.00 Source: Primary Data The results indicate that about 32.00 per cent of women customers prefer Dabur Amla brand of hair oil followed by Dabur Vatica (23.83 per cent), VVD (14.00 per cent), Parachute

(12.00 per cent), Bajaj Alamond (10.00 per cent) and Marico (8.17 per cent). It reveals that the most of the women customers prefer Dabur Amla brand of hair oil. FACTORS AFFECTING THE PURCHASING OF HAIR OIL BRANDS In order to identify the factors affecting the purchasing of hair oil brands by the women customers, the exploratory factor analysis has been applied. The principal component method of factor analysis was carried out with Eigen values greater than one through Varimax rotation and the results obtained through rotated component matrix are presented in Table 3. TABLE 3 FACTORS AFFECTING THE PURCHASING OF HAIR OIL BRANDS Rotated Factors Loadings on Factor - Factor - Factor II III IV Sl. No. Attributes Factor - I 1. Brand Name.79 2. Value for Money.68 3. Relieve Dryness.62 4. Better Shine.80 5. Suitable for Hair.81 6. Softness Hair.53 7. Hair Growth.74 8. Fragrance.72 9. Price.75. 10. Quantity.76 11. Contents.76 12. Easy Availability.61 13. Easy to Rinse.72 14. Attractive Package.64 15. Advertisement.71 16. Recommendation by Doctors Factor - V Eigen Value 1.52 1.46 1.41 1.35 1.02 % of Variance 19.81 18.54 15.96 13.78 11.65 Cumulative % of.79 19.81 38.35 54.31 68.09 79.74 Variance Cronbach s Alpha 0.83 Source: Primary & Computed Data Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. Rotation converged in 10 iterations.

There are five independent groups which are extracted accounting for a total of 79.74 per cent of variations on 16 attributes. The each of the five factors contributes to 19.81 per cent, 18.54 per cent, 15.96 per cent, 13.78 per cent and 11.65 per cent respectively. Factor - I: From the table, it is inferred that out of 16 attributes, four attributes have their high, relatively tightly grouped factor loadings on factor - I. This factor consists of: Brand Name (0.79) Value for Money (0.68) Better Shine (0.80) Price (0.75) This factor is named as VALUE. Factor - II: is formed with: Quantity (0.76) Easy Availability (0.61) Easy Rinse (0.72) This factor is named as EASINESS Factor - III: This factor includes: Suitable for Hair (0.81) Fragrance (0.72) Contents (0.76) This factor is named as SUITABILITY Factor - IV: This factor is formed with: Relieve Dryness (0.62) Softness Hair (0.53)

Hair Growth (0.74) This factor is named as QUALITY Factor - V: This factor includes: Attractive Package (0.64) Advertisement (0.71) Recommendation by Doctors (0.79) This factor is named as FAMILIARITY The Cronbach s Alpha of the scale was 0.83 indicating that each measure demonstrated acceptable internal consistency. It is inferred that value, easiness, suitability, quality and familiarity are the factors affecting the purchasing of hair oil brands by the women customers. SATISFACTION LEVEL OF HAIR OIL BRANDS The satisfaction level of the women customers about hair oil brands was analyzed and the results are presented in Table 4. TABLE 4 SATISFACTION LEVEL OF THE WOMEN CUSTOMERS ABOUT HAIR Sl. No. Satisfaction OIL BRANDS Number of Women Customers Percentage 1. Highly Satisfied 204 34.00 2. Satisfied 372 62.00 3. Slightly Satisfied 24 4.00 Source: Primary Data Total 600 100.00

It is apparent that about 62.00 per cent of women customers of cosmetic products are satisfied with the hair oil brands followed by highly satisfied (34.00 per cent) and slightly satisfied (4.00 per cent). It reveals that the most of the women customers are satisfied with the hair oil brands. RELATIIONSHIP BETWEEN HAIR OIL BRANDS AND SATISFACTION LEVEL OF WOMEN CUSTOMERS The relationship between hair oil brands and satisfaction level of the women customers was analyzed and the results are presented in Table 5. TABLE 5 RELATIONSHIP BETWEEN HAIR OIL BRANDS AND SATISFACTION OF WOMEN CUSTOMERS Level of Satisfaction Sl. No. Hair Oil Brands Highly Satisfied Satisfied Slightly Satisfied Total 1. Marico 12 (24.49) 37 (75.51) 0 (0.00) 49 (8.17) 2. Dabur Vatica 36 (25.17) 107 (74.83) 0 (0.00) 143 (23.83) 3. Dabur Amla 60 (31.25) 120 (62.50) 12 (6.25) 192 (32.00) 4. VVD 48 (57.14) 36 (42.86) 0 (0.00) 84 (14.00) 5. Parachute 36 (50.00) 36 (50.00) 0 (0.00) 72 (12.00) 6. Bajaj Alamond 12 (20.00) 36 (60.00) 12 (20.00) 60 (10.00) Source: Primary Data Total 204 372 24 600

The results show that out of 49 women customers of Marico hair oil, about 75.51 per cent of women customers are satisfied with Marico brand of hair oil while the rest of 24.49 per cent of women customers are highly satisfied with Marico brand of hair oil. The results indicate that out of 143 women customers of Dabur Vatica hair oil, about 74.83 per cent of women customers are satisfied with Dabur Vatica brand of hair oil, while the rest of 25.17 per cent of women customers are highly satisfied with Dabur Vatica brand of hair oil. It is clear that out of 192 women customers of Dabur Amla hair oil, about 62.50 per cent of women customers are satisfied with Dabur Amla brand of hair oil followed by highly satisfied (31.25 per cent) and slightly satisfied (6.25 per cent). It is observed that out of 84 women customers of VVD hair oil, about 57.14 per cent of women customers are highly satisfied with VVD brand of hair oil, while the rest of 42.86 per cent of women customers are satisfied with VVD brand of hair oil. It is apparent that out of 72 women customers of Parachute hair oil, about 50.00 per cent of women customers are highly satisfied with Parachute brand of hair oil, while the rest of 50.00 per cent of women customers are satisfied with Parachute brand of hair oil. The results reveal clear that out of 60 women customers of Bajaj Alamond hair oil, about 60.00 per cent of women customers are satisfied with Bajaj Alamond brand of hair oil followed by highly satisfied and slightly satisfied (20.00 per cent). In order to examine the association between hair oil brands and the level of satisfaction of women customers, the Chi-Square test has been applied and the results are presented in Table 6. TABLE 6 ASSOCIATION BETWEEN HAIR OIL BRANDS AND LEVEL OF CUSTOMERS OF WOMEN CUSTOMERS Value Degrees of Sig.

Freedom Pearson Chi-square 93.788 10 0.00 The Chi-square value of 93.788 is significant at one per cent level of significance indicating that there is a significant association between hair oil brands and the level of satisfaction of women customers. Therefore, the null hypothesis of there is no significant association between hair oil brands and the level of satisfaction of women customers. INFLUENCE OF FACTORS AFFECTING THE PURCHASING OF HAIR OIL BRANDS ON SATISFACTION OF WOMEN CUSTOMERS In order to examine the influence of factors affecting the purchase of hair oil brands on satisfaction of women customers, the multiple linear regression has been employed and the results are presented in Table 7. The level of satisfaction is considered as dependent variable and the factors derived from explanatory factor analysis are considered as independent variables. TABLE 7 INFLUENCE OF FACTORS AFFECTING THE PURCHASING OF HAIR OIL BRANDS ON SATISFACTION LEVEL OF WOMEN CUSTOMERS Sl. No. Particulars Regression Co-efficient t - Value Sig. 1. Intercept 1.952 ** 4.872.000 2. Value (X 1 ).641 ** 3.594.001 3. Easiness (X 2 ).536 ** 3.812.000 4. Suitability (X 3 ).402 * 2.012.021 5. Quality (X 4 ).439 ** 4.106.001 6. Familiarity (X 5 ).366 * 2.198.026 R 2 0.67

Adjusted R 2 0.64 F 3.792 0.03 N 600 Note: ** Significance at one per cent level * Significance at five per cent level The results indicate that the coefficient of multiple determination (R 2 ) is 0.67 and adjusted R 2 is 0.64 indicating the regression model is moderately fit. It shows that about 64.00 per cent of variation in dependent variable (Level of Satisfaction) is explained by the independent variables (Factors Affecting Purchase of Hair Oil Brands). The F-value of 3.792 is significant at five per cent level indicating that the regression model is good fit. The results show that value, easiness and quality are positively influencing the level of satisfaction of hair oil brands of women customers at one per cent level, while, suitability and familiarity are positively influencing the level of satisfaction of hair oil brands of women customers at five per cent level. Hence, there is a significant influence of factors affecting the purchase of hair oil brands on satisfaction level of women customers. Therefore, the null hypothesis of there is no significant influence of factors affecting the purchase of hair oil brands on satisfaction level of women customers is rejected. BRAND LOYALTY OF HAIR OIL BRANDS AMONG THE WOMEN CUSTOMERS The brand loyalty of hair oil brands among the women customers was analyzed and the results are presented in Table 8. The responses of women customers about brand loyalty towards hair oil brands has been classified into low level, medium level and high level based on Mean ± Standard Deviation (SD) criterion. TABLE 8 BRAND LOYALTY OF HAIR OIL BRANDS OF AMONG THE WOMEN CUSTOMERS

Sl. No. Hail Oil Brands 1. Marico 2. Dabur Vatica 3. Dabur Amla 4. VVD 5. Parachute 6. Bajaj Alamond Level of Brand Loyalty Low Medium High 12 13 24 (24.49) (26.53) (48.98) 37 70 36 (25.87) (48.95) (25.18) 26 150 16 (13.54) (78.13) (8.33) 28 44 12 (33.33) (52.38) (14.29) 24 38 10 (33.33) (52.78) (13.89) 10 36 14 (16.67) (60.00) (23.33) Total 49 143 192 Total 137 351 112 600 84 72 60 The results show that out of 49 women customers of Marico hair oil, about 48.98 per cent of women customers have high level of brand loyalty towards Marico hair oil followed by medium level (26.53 per cent) and low level (24.49 per cent). The results indicate that out of 143 women customers of Dabur Vatica hair oil, about 48.95 per cent of women customers have medium level of brand loyalty towards Dabur Vatica hair oil followed by low level (25.87 per cent) and high level (25.18 per cent). It is clear that out of 192 women customers of Dabur Amla hair oil, about 78.13 per cent of women customers have medium level of brand loyalty towards Dabur Amla hair oil followed by low level (13.54 per cent) and high level (8.33 per cent). It is observed that out of 84 women customers of VVD hair oil, about 52.38 per cent of women customers have medium level of brand loyalty towards VVD hair oil followed by low level (33.33 per cent) and high level (14.29 per cent). It is apparent that out72 women customers of Parachute hair oil, about 52.78 per cent of women customers have medium level of brand loyalty towards Parachute hair oil followed by low level (33.33 per cent) and high level (13.89 per cent). The results reveal that out 60 women customers of Bajaj Alamond hair oil, about 60.00 per cent of women customers have medium level of brand loyalty towards Bajaj Alamond hair oil followed by high level (23.33 per cent) and low level (16.67 per cent).

In order to study the difference in the level of brand loyalty towards hair oil brands among the women customers, the ANOVA test has been applied and the results are presented in Table 9. TABLE 9 BRAND LOYALTY OF HAIR OIL BRANDS AMONG THE WOMEN CUSTOMERS Source Degrees of Freedom SS MS F Sig. Between Groups Within Groups Total 5 1196.471 239.294 594 16884.169 28.425 599 18080.640-8.419.000 The F-Value of 8.419 is significant at one per cent level indicating that there is a significant difference in the level of brand loyalty towards hair oil brands among the women customers. Hence, the null hypothesis of there is no significant difference in the level of brand loyalty towards hair oil brands among the women customers is rejected. CONCLUSION The foregoing analysis shows that the majority of women customers of cosmetic products belong to the age group of 35 45 years and the most of the women customers of cosmetic products are post graduates. The majority of the women customers of cosmetic products are employed in private sector and the most of the women customers of cosmetic

products belong to the monthly income group of Rs.20000-25000 and the most of them are married. The most of the women customers prefer Dabur Amla brand of hair oil and the factor analysis shows that value, easiness, suitability, quality and familiarity are the factors affecting the purchasing of hair oil brands by the women customers. The most of the women customers are satisfied with the hair oil brands and there is a significant association between hair oil brands and the level of satisfaction of women customers. The regression analysis indicates that value, easiness and quality are positively influencing the level of satisfaction of hair oil brands of women customers at one per cent level, while, suitability and familiarity are positively influencing the level of satisfaction of hair oil brands of women customers at five per cent level and the results also show that there is a significant difference in the level of brand loyalty towards hair oil brands among the women customers. REFERENCES Allenby, G. M., and Lenk, P. J., (1995), Reassessing Brand Loyalty, Price Sensitivity, and Merchandising Effects on Consumer Brand Choice, Journal of Business & Economic Statistics, 13 (3): pp. 281-289. Behruz Skandarpur, Ali Azad Jablu, Nasrin dadashi and Parisa Khaligh Khiyavi, (2012), The Comparison of Effective Factors on Customer Satisfaction of SAIPA Auto- Company (Pride, Rio, Xantia) in Ardebil, International Research Journal of Applied and Basic Sciences, 3 (1): pp. 168-173. Chandrasekaran Kathiravana, Natarajan Panchanathama and Sivasundaram Anushan (2010), The Competitive Implications of Consumer Evaluation of Brand Image, Product Attributes, and Perceived Quality in Competitive Two-Wheeler Markets of India, Serbian Journal of Management, 5 (1): pp. 21 38. Coulter, R. A., Price, L. L., and Feick, L., (2003), Rethinking the Origins of Involvement and Brand Commitment: Insights from Postsocialist Central Europe, Journal of Consumer Research, 30 (2): pp. 151-169.