Published Online:April 2026
Product Name:The IUP Journal of Management Research
Product Type:Article
Product Code:IJMR030426
DOI:10.71329/IUPJMR/2026.25.2.45-68
Author Name:Mallesh P, Anupama Sundar D and Pradeep M P
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:45-68
The study examines how factors such as key purchasing attributes, price, packaging, and recommendation affect customer experience (CX), satisfaction, and brand loyalty in the hair care industry. A descriptive research design was adopted and data was collected from 400 respondents using a structured Likert scale questionnaire. Stratified random sampling ensured representation across diverse demographic groups. Analytical tools include descriptive statistics, factor analysis (KMO and Bartlett’s test), reliability analysis, and regression (ANOVA). The findings confirm that recommendations, packaging and other attributes significantly influence purchase decisions. Recommendation is found to be the strongest predictor of CX, highlighting the importance of trust and perceived value. The study provides insights for improving customer satisfaction through better product features, transparent communication, competitive pricing, and effective use of customer reviews and endorsements, ultimately supporting long-term brand loyalty in a competitive market.
In a variety of businesses, including hair care products, customer experience (CX) is crucial in determining consumer behavior and retention. A co-experience network, where people build relationships based on overlapping interactions with goods and services, is created in any community of consumers by shared experiences.