STUDY OF BRAND AWARENESS AND CONSUMER ATTITUDE TOWARDS DOVE PERSONAL CARE PRODUCTS (KEY IJP************978)

• Rutuja Surendra Pawar,Prof. F .k Thomas

Abstract

This study investigates brand awareness and consumer attitudes towards Dove personal care products, a leading brand under Unilever known for its "Real Beauty" campaign and emphasis on body positivity. With its strong focus on emotional branding, self-esteem, and inclusivity, Dove has built a unique identity in the competitive personal care market. The research is centered in Amravati city, targeting individuals aged 1850 across various socioeconomic backgrounds. Employing a descriptive research design, data was collected through structured surveys and secondary sources such as company reports and literature. The study aims to evaluate consumer familiarity with Doves brand, explore attitudes toward its products, and identify factors that influence buying behavior and brand loyalty. Findings from this research will provide valuable insights into Doves brand positioning and the effectiveness of its emotional marketing strategies in fostering consumer trust and satisfaction.KeywordsDove, Brand Awareness, Consumer Attitude, Emotional Branding, Personal Care Products, Unilever, Marketing Strategies, Consumer Behavior, Product Perception.