The necessity of this study is to identify and analyze the determinants affecting consumer's preference of bath soaps. Among the factors education, age, income, price, advertisement, celebrity, quality, the factors education, income and product qualities are affecting consumer's brand preference of bath soaps. With one way ANOVA it had been found that the income factor is influencing the consumer's brand preference in which the calculated F-Value (2.66522)>F-Critical value (2.24640). With Two

more »

... y ANOVA without replication it has been found that education factor influence the brand preference, where the calculated value for education, F-Value (3.7956)>F-Critical value ( 3.0069). The calculated F-Value for age factor, F-Value (1.4301)<F-Critical value (3.0069) and therefore the age factor doesn't influence the brand preference. The simple regression analysis between price and brand preference shows that there is weak relationship between price and brand preference. The correlation coefficient is 0.28. With multiple regression analysis it has been found that the two independent variables didn't add statistically significantly prediction for brand preference. The Z-test concludes that the product quality influences the brand preference. Consumers are more conscious product quality in brand preference. The marketers should look at target market consumer profile especially the education factor, income factor at the time of designing the commercials.