Main Article Content
Abstract
The aim of this research work is to study the consumer behaviour towards personal care products in Erode district of Tamil Nadu. The data for the study has beencollected by performing direct interview with 200 respondents with the help of structured questionnaire. The objectives of the study are: to examine the socio-economic background of respondents;to measure the factors influencing consumer towards purchase of personal care products; to study the consumer brand preference towards personal care products;and to assessconsumer satisfaction of personalcare products in Erodedistrict. The collected data are tabulated and analysedusing percentageanalysis.Television, quality and brand loyalty are the powerful factors to influence the consumer buying behaviour. The satisfaction of consumers depends on product specific andmarket wide factors.