ABSTARCT :
In the fast-paced and highly competitive world of consumer goods, bath soaps hold a unique place as an essential part of daily personal hygiene routines. Despite being a basic necessity, the bath soap market has undergone tremendous changes over the years, with a growing emphasis on brand identity, product differentiation, and consumer perception. As consumers become more health-conscious and brand-aware, their preferences for bath soap are increasingly influenced by a variety of factors, including quality, fragrance, ingredients, price, packaging, brand image, and promotional strategies. The increasing availability of different types of soaps—herbal, antibacterial, moisturizing, fairness, and luxury soaps—has significantly expanded consumer choices, making brand preference a critical area of study for marketers. Today, brand loyalty is not just built on functionality but also on emotional connection, brand trust, and perceived value.
With a plethora of local and international brands competing in the market, consumer preference has become a complex interplay of psychological, cultural, and economic influences. Multinational brands such as Dove, Lux, Pears, Dettol, and Nivea compete with strong regional and herbal brands like Medimix, Patanjali, Cinthol, and Himalaya, offering a diverse mix of product attributes. Advertising campaigns, celebrity endorsements, product innovation, and social media engagement play vital roles in shaping consumer perception and brand recall. Consumers no longer view soaps as mere cleansing agents; they see them as reflections of personality, lifestyle, and even social status. Moreover, factors such as skin type, climate conditions, and sensitivity to chemical ingredients further drive consumers to choose specific brands that meet their personal needs.