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.
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