The purchase decision is made by the recommendation of family and friends. Some consumers just buy shampoo according to their family's decision because they have no preference for shampoo. As for the recommendation of a friend, if the shampoo is proved by a friend to be good, then some consumers will tend to buy the shampoo because they believe that the result of the shampoo will be trusted by their friends. Personal factors include the gender, age, employment status and monthly income of the respondent. As they get older, the younger generation will prefer brands that make color-locking shampoos, so that the color of the dye on their hair can last longer, while the older generations prefer basic shampoos because they rarely Dye hair.
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