Published Paper Details:

The Fast-Moving Consumer Goods (FMCG) sector plays a significant role in shaping consumer lifestyles, with personal care products being one of its most dynamic segments. Consumer brand preference in this category is influenced by multiple factors such as quality, price, availability, packaging, brand image, and promotional strategies. This study aims to examine consumer brand preferences for personal care products in Aruppukottai town. A descriptive research design was adopted, and data were collected through structured questionnaires administered to a sample of consumers across different demographic groups. The findings highlight the key determinants of brand preference, reveal the most preferred brands in the personal care segment, and provide insights into the role of consumer perception and purchasing behavior in brand selection. The study concludes with suggestions for marketers to strengthen brand loyalty and align marketing strategies with consumer expectations in the competitive FMCG market.