A study on buyer behaviour and brand loyalty of toilet soaps in kanchipuram district (tamil nadu)

Consumer is the king of any business .Understanding consumer needs and wants is important and foremost task of any marketer. Consumer satisfaction is a judgment made by the consumer .Consumers normally has a general objective of creation and maintaining a collection of goods and services that provide present and future satisfaction. The good 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. Every producer interested to increase the profitability, loyalty and retention and repeat purchases of the product. Consumers have wide variety of choices in toilet soap and they were influenced by many factors internal and external. The study is focused to identify the factors which influence consumers while purchasing toilet soap and to examine the brand loyalty with regard to toilet soaps.