Impact Factor(JCC): 1.3423 - This article can be downloaded from www.impactjournals.us IMPACT: International Journal of Research in Business Management (IMPACT: IJRBM) ISSN(E): 2321-886X; ISSN(P): 2347-4572 Vol. 2, Issue 5, May 2014, 113-120 © Impact Journals CUSTOMER PERCEIVED VALUE OF SHAMPOO IN TIRUCHIRAPPALLI DISTRICT V. P. T. DHEVIKA & O. T. V. LATASRI Department of Commerce, Centre for Research, Srimad Andavan Arts & Science College, Tiruchirappalli, Tamil Nadu, India ABSTRACT This paper investigates the customer value of shampoo among college students. The objective of this paper is to measure the customer value of shampoo through a mathematical model. Customer value is one of the marketing tool through companies acquire new customers and retain existing customers. This study takes into account eight dimensions under customer value. Five dimensions under benefits perceived and three dimensions under sacrifices perceived. Customer value is found out by the difference between benefits perceived and sacrifices perceived. KEYWORDS: Benefits Perceived, Sacrifices Perceived, Mathematical Model INTRODUCTION The most valuable asset of any firm are their customers. It costs more to acquire and retain customers. Media and referrals play a significant role in acquiring and retaining customers. When customers are acquired customer equity increases. This will enhance future cash flow generated through his / her relationship with firm. Customers may generate direct network effect. Marketing cost will increase the product price. Awareness is important for a customer to know the availability of a product. So when buying habits are established the customer value will increase. STATEMENT OF THE PROBLEM Hair plays a vital role in an individual’s appearance and has a strong social and cultural significance. But in today’s busy & mechanical life taking oil bath with shikkakkai are gradually disappearing. It becomes essential to have daily hair wash due to air pollution and hot climatic condition. Too many brands of shampoo are introduced in the market. Consumers are in a dilemma to choose among the brand.. Hence the product shampoo is selected for the study. Girls in the age group of 20+ are chosen for the study as they are prepared for marital / work life for which appearance and fresh look is a must. This is possible through shampoo bath. Study is made to find out what are the benefits perceived and sacrifices perceived in the use of shampoo to find out the customer value. OBJECTIVES OF THE STUDY To measure the customer value by finding out the difference between benefits perceived and sacrifices perceived. HYPOTHESIS • There is no association between Age and Customer Value. • There is no significant difference between the marital status and customer value.