Published on: May 2026
INFLUENCE OF BRAND IDENTITY ON CONSUMER BUYING CHOICES OF SHAMPOO A STUDY WITH REFERENCE TO KOLKATA
Sayantani Mitra
Dr. Samrat Banerjee
St. Xavier’s University Kolkata
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Abstract
In today’s highly competitive market, consumers are exposed to a wide variety of shampoo brands offering similar benefits. As a result, brand identity plays a critical role in shaping consumer perceptions and influencing purchase decisions. The study highlights that consumers tend to rely on brand recognition and reputation while selecting products, especially in personal care categories.
How to Cite this Paper
Mitra, S. (2026). Influence of Brand Identity on Consumer Buying Choices of Shampoo A Study with Reference to Kolkata. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(05). https://doi.org/10.55041/ijcope.v2i5.334
Mitra, Sayantani. "Influence of Brand Identity on Consumer Buying Choices of Shampoo A Study with Reference to Kolkata." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i5.334.
Mitra, Sayantani. "Influence of Brand Identity on Consumer Buying Choices of Shampoo A Study with Reference to Kolkata." International Journal of Creative and Open Research in Engineering and Management 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i5.334.
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