Published Paper Details:

A consumer is an individual that purchases the goods or services produced by a business. Attracting consumer is the primary goal of most public facing business because it is the customer who creates demand for goods and services. Business often competes through advertisements or lowered prices to attract an ever larger consumer base. Since the consumer are the ultimate end users of any product or services the organizations need to satisfy them on the priority basis because the unsatisfied customer tend to switch brand. The success of the organization majorly depends upon the satisfaction of consumers. In order to satisfy the consumer one has to know about what consumer buy, why they buy it, when they buy it, how they buy, how often they buy and what made them switch to other brands. The present paper focuses on buying patterns of shampoo among the individuals. The study also examines factors specially advertisement, which has a great influence to consumers to buy a particular brand�s shampoo and reason for their switching to other brands. From the research the results revealed that advertisement plays a significant role in buying behavior of a consumer. It was also inferred from the study that consumers switch to other brands after watching endorsement. The present study is conducted on the college girls of Raipur region.