International Journal of Commerce and Management Research

Authors
K. Sankaranarayanan

Abstract
In FMCG industry sector there has been severe competition among the Multi-National Companies, national and local players. Brand loyalty is determined by several distinct psychological processes of the consumers and entails multivariate measurements. Product features is one of the most important factors that affect brand loyalty. The relationship between the availability of the toilet soap and the extent of brand loyalty was also found to be significant. The toilet soaps can be divided into four price segments: Premium, popular, economy and carbolic soaps. At the same time, penetration level of toilet soaps in urban areas is very high, but per-capita consumption levels remain low. In this scenario, it is very important for marketers to know the consumer behavior with respect to toilet soaps, which will be very useful in adopting suitable strategies. This research paper attempts to analyze the brand loyalty, satisfaction, awareness regarding Dove soap in Mayiladuthurai town, Tamilnadu.