A Study on Bath Soap Brand Preferences and Usage Behaviour Among Young Women in Semi-Urban Areas: With Special Reference to Renigunta Town

Author

Dr. K. Tirumalaiah, Dr. Jayakranth Rapoori, Smt. E.Udaya Lakshmi, Smt. L.V.H.Keerthi Nimmaraju


Abstract

 The present study examines bath soap brand preferences and usage behaviour among young women in semi-urban areas, with special reference to Renigunta Town. Bath soap is an essential personal-care product, and the availability of different brands with varied prices, fragrances, ingredients, quality, and skin-care benefits provides consumers with several choices. The study aims to identify the preferred bath soap brands, examine usage and purchasing patterns, determine the factors influencing brand selection, and assess consumer satisfaction and loyalty.

The study adopts a descriptive research design and is based primarily on primary data collected through a structured questionnaire. The study area is divided into four geographical areas—East, West, South, and North—with a defined population of 600 young women. Using the definite population formula with a 1% margin of error, a sample size of 566 respondents is proposed. Convenience sampling is used to select respondents based on their availability and willingness to participate.

The study is expected to provide insights into the factors influencing bath soap preferences and usage behaviour among young women in Renigunta Town. The findings may be useful to manufacturers, marketers, and retailers in understanding consumer needs and developing appropriate product and marketing strategies for the semi-urban personal-care market.



Keywords

Bath Soap, Brand Preference, Usage Behaviour, Young Women, Consumer Behaviour, Semi-Urban Market, Renigunta Town.



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References


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