Brand Popularity And Brand Usage Of Women Consumers Towards Bath Soap

  • Mrs.S.Rajalakshmi , Dr.B.Mathivanan


India is a country with a population level of 1,030 million people. With the household penetration of soaps is 98%. People belonging to different income levels use different brands. Soap is primarily targeted towards Women. They are the chief decision makers of purchase of bath soap. Soap manufacturers originally targeted their products to the lowest income strata in urban as well as rural consumers, positioning their brands as a way to remove dirt and clean the body. The major players in the market for bath soap are HLL, Nirma and P&G. This paper tries to research the brand popularity and brand usage of bath soap that is commonly used both by urban and rural women consumers. It also examines the attributes of bath soap