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@article{190469,
        author = {Sugandha Jha and Dr. Urmila Moon},
        title = {An Analytical Study of Brand Preference among Women Consumers for Indian and International Hair Oil Products},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {1137-1143},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=190469},
        abstract = {The hair oil segment occupies a distinctive position in the personal care market in India, especially among women consumers, where usage is deeply rooted in tradition while simultaneously influenced by modern branding and global trends. With the growing presence of international hair oil brands alongside well-established Indian brands, women consumers today evaluate products not only on functional benefits such as nourishment and hair health, but also on brand image, ingredient safety, packaging, availability, and trust. The present study aims to analytically examine and compare the preference of women consumers toward Indian and international hair oil brands and to identify the most preferred Indian hair oil brand among them. The study highlights how emotional attachment, familiarity, and perceived effectiveness play a vital role in shaping brand preference and loyalty. The findings of the study reveal a significant difference in preference between Indian and global hair oil brands, with Indian brands receiving substantially higher preference scores among women consumers. The results further indicate that long-established Indian brands continue to dominate consumer preference due to strong brand trust, perceived reliability, and value for money. The study also identifies Parachute Hair Oil as the most preferred Indian brand among women consumers, followed by other trusted ayurvedic and mass-market brands. Overall, the research provides valuable insights into women consumers’ buying behaviour and contributes to a better understanding of brand preference dynamics in the evolving hair oil market.},
        keywords = {Brand Preference; Women Consumers; Indian and Global Hair Oil Brands},
        month = {January},
        }