An Empirical Study of Brand Awareness and Brand Loyalty of Haryana Consumers towards Hair Care Product

The Indian market, with its vast size and demand base offers great opportunities to marketers. Consumer is the backbone of all business organizations that’s why understanding consumer needs and wants is foremost task of any marketer. The goods are produced only to meet the needs of the consumer so the analysis of consumer behavior is one of the foundation on which future marketing depends. In the modern age, Brand plays an important role to boost up the economy of any country. Brand is the strongest tool that can change the buyer’s behavior and acts as a signal allowing consumer to quickly recognize a product as they are familiar with. People are more conscious about brand than the past. We study in this paper the impact of psychographic factors on brand awareness and brand loyalty towards hair care products. We found that consumers are more loyal and aware about their product and product image.