Volume : 10, Issue : 3, MAR 2024
OPPORTUNITY GENERATION AND EARLY BUSINESS DEVELOPMENT RESEARCHED BY STUDENTS PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE, MADURAI
A STUDY ON CUSTOMER PERCEPTION TOWARDS PARACHUTE HAIR OIL IN MADURAI CITY
MATHUBALA.B, RAJESHWARI. M, MRS.E. BOBBY
Abstract
This study investigates consumer perceptions towards Parachute Hair Oil, a prominent product in the Indian hair care market. Employing a mixed-methods approach, it blends qualitative interviews and quantitative surveys to delve into the intricate dynamics of consumer behavior. Through in-depth interviews, diverse consumer demographics will be probed to unearth the underlying motivations, attitudes, and beliefs associated with Parachute Hair Oil usage. Subsequently, a structured survey will be conducted among a larger sample, facilitating statistical analyzes to discern patterns, preferences, and correlations among various factors including brand loyalty, product efficacy, packaging, pricing, and promotional strategies. By comprehensively understanding customer perceptions, this research aims to offer valuable insights to Marico Limited, enabling refinement of marketing strategies, product positioning, and innovation endeavors. Ultimately, these insights can aid in enhancing brand equity, strengthening consumer engagement, and sustaining a competitive advantage in the dynamic hair care market landscape.
Keywords
PARACHUTE HAIR OIL, BRAND LOYALTY, PRICING, PACKAGING, PRODUCT.
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