ALLANA MANAGEMENT JOURNAL OF RESEARCH, PUNE - Volume 6, Issue 2, July 2016 - December 2016

Pages: 66-71
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A STUDY OF FACTOR ANALYSIS FOR CHOICE OF FMCG PRODUCT W.R.T. SHAMPOO AMONG YOUNGSTERS IN PUNE CITY

Author: Prof. Archana Lahoti

Category: General Management

Abstract:

PURPOSE

In this research paper, the researcher has focussed on the study of factors responsible for purchasing of FMCG brands w.r.t. shampoo amongst youngsters in Pune City.

DESIGN/METHODOLOGY

Exploratory research design was chosen. Astructured questionnaire was designed to find out the factors responsible for choice of shampoo. The survey was conducted in Pune city for the college students with a sample size of 98.

FINDINGS

Exploratory Factor analysis was performed on 10 variables such as Fragrance , Competitively priced , good value for money , Availability , Attractive , Packaging , Advertising , Reputed brands , Most innovative & overall good quality which were related to the favorite brand of shampoo, From Factor Rotated Component Matrix four factor solutions were obtained.

RESEARCH LIMITATIONS

Study was done on Youngsters (age 21-26) to find the factors which influence their buying behaviour.

PRACTICAL IMPLICATIONS

Price Sensitivity & Brand Perception are the important factors.

KEYWORDS

Brand Perception, Intangible value.