Brand Consciousness and Purchase Timing Behavior

Abstract

In this article researcher try to understand the purchase timing behavior of consumer for fast moving consumer goods specially soap and check the loyalty towards it. Two parameters gender and age are considered to verify health and brand consciousness of consumers while purchasing soap. Researcher used observation method and questionnaire method for collecting primary data. In the observation method researcher collect the data of actual timing taken by the consumer for buying soap. Sample size covered for this survey was 311 customers. Retail outlets covered in the survey are Reliance fresh, Dorabjees, Big Bazaar, and D-mart. Researcher collect the actual time taken by consumer to buy soap and by using customer pyramid model, researcher divides these customers into four categories platinum, gold, iron and lead. Researcher also develops appropriate marketing strategy to improve the loyalty of customer. It was found out that customers are health conscious irrespective of gender while purchasing soap. It was also found out that there is significant association between age and brand consciousness while purchasing soap.