CUSTOMER PREFERENCES TOWARDS LUX BRAND IN TELANGANA AT

KARIMNAGAR.
Archana Gunda,
Student, Department Of Business Management,
Vaageswari Institute of Management Sciences, Thimapur, Karimnagar.

Abstract
Consumer preferences are defined as the slanted (individual) tastes, as measured by
utility, of various bundles of goods. They authorize the consumer to rank these bundle of goods
according to the levels of utility they give the consumer. Note that preferences are independent of
income and prices. Ability to purchase goods does not determine a consumers likes or dislikes.
The study of consumer preferences is the study of how individuals make decisions to spend their
available resources (time, money, effort) on consumption-related items. It include the study of
what they buy, why they buy it, when they buy it, where they buy it, how often they buy it and how
often they use it.
The term consumer behaviour refers to the behaviour that consumers display in searching for,
purchasing, using, evaluate, and disposing of products and services that they expect will satisfy
their needs. Lux is stride with the changing trends and evolving beauty needs of the customers,
offers an exciting range of soaps and body washes with unique elements arrange of skincare
benefits like firming, fairness and moisturizing. The verdict of the study reveals what factors
influence customer to purchase lux brand at karimnagar. Customers at different market
potentialities and the effectiveness of advertising in promoting lux brand. The present study
draws upon qualitative and quantitative data collection and analysis with a sample size of the
100 respondents was considered appropriate keeping in view the objective and limitation.
Key words-Consumer Behaviour, Brand Loyalty, Decision Making, Consumption, Advertising