The main objective of this paper is to examine the preference of consumers towards flagship and flanker brands of Hindustan Unilever Limited (HUL) and Procter & Gamble (P&G), and identify the impact of various factors which influence the buying choices of consumers. Hair care and home care...

This study examines the role of certain non-price variables, namely open interest and trading volume, from the stock option market in determining the price of underlying shares in cash market. In order to examine the significance of these variables, I used the call and put option open interest...