Understanding the Grooming Habit of Women in Bangladesh

Abstract

Brand is all about uniqueness and thus a continuous process. It is all about creating and capturing mindshare by establishing positive image in the minds of consumers. As our report was about understanding the grooming habit of women in Bangladesh, so from this report we were able to find out the positions of brands which is considered as the Brand Equity of Square Toiletries and its competitor companies. We got a clear understanding of women’s daily life personal care. Although, the habit differs from person to person, but there are some general habits that every person does, like- brushing teeth, taking shower, washing face etc. For each of these activities, the brand usage was identified. Brand usage was categorized by- “Most Often Used Brand” and “Currently Used Brand”. And then, the Brand Equity was found of Square Toiletries for personal care product categories. Here, it was identified by some of the attributes depending on the category of products. One brand was of STL and two other brands were of competitors. Respondents were asked to rank the brands in terms of those attributes. Also, we found some of the opportunities for STL where they can start operating their business. From our conducted survey we found, women use such product that STL doesn’t manufacture, like- shower gel, hair conditioner, hair serum and face cream. So STL can take these opportunities to run their business in near future. Though few of the brands were not well accepted by the users but most of them were. The brands of Square Toiletries overall holds a good impression in the minds of consumer. Some of the recommendation was also given to improve their few of the brands to capture a big portion of market share. As the day passes, STL will more improve and develop with their brands.