Brand Awareness and Its Impact on Consumer Preference: A Comparative Study of Local and Multinational Personal Care & Hygiene Brands in Bangladesh

Abstract

The personal care and hygiene market in Bangladesh has seen a lot of growth in the few years. It is now a part of the country’s fast-moving consumer goods industry. There are companies competing with each other to get people’s attention. Personal care and hygiene brands from countries and local brands are all trying to sell their products. In this situation people need to know about the brands so they can decide what to buy. Not many people have studied how knowing about a brand affects what people buy in Bangladesh This study is trying to figure out how knowing about a brand affects what people prefer when it comes to care and hygiene products. It is comparing brands and brands from other countries. The study is looking at what people think and feel about these brands. To do this the study asked around 100 people in Dhaka and other big cities some questions. The people who answered the questions were from backgrounds. This way the study can say something about what people in cities think. The answers to the questions were then looked at to see if there is a connection between knowing about a brand and what people prefer. What the study found out is that knowing about a brand really affects what people buy. People think that brands they know are quality and safer. Brands from countries are well known around the world and they spend a lot of money on advertising. Local brands are still competitive because their products are cheaper and they make things that people in Bangladesh want. The study also found out that even though knowing about a brand is important the quality of the product and the price also matter. These things are important if a brand wants to keep its customers and make them loyal to the brand. The personal care and hygiene market, in Bangladesh is very interesting because local personal care and hygiene brands and multinational personal care and hygiene brands are both popular.