This research paper is an empirical study on brand awareness and brand preference of rural consumer of Himachal Pradesh towards branded shampoo. Himachal Pradesh is a mountainous state at the foothill of Himalayas where around 90% of its population lives in the rural areas in hilly terrain. Only 10% lives in the urban places. There has been not much research on the consumer behavior of this mountainous rural population. This paper investigates and probe about brand awareness and brand

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... of rural consumers of one of the Himalayan state towards Hair shampoo category. This study also inquires main factors which rural consumer consider for buying a shampoo.