Factor that influences consumers' brand loyalty towards cosmetic products

Yin Yee Chan, Shaheen Mansori

Abstract


Cosmetic industry is a lucrative business that progressively attracts more attention from marketing research. The highly competitive environment in the cosmetic industry makes it a valuable area to study brand loyalty in cosmetic products. Brand loyalty is one of the important aspects which is significant for the management to sustain competitive advantages in the market. In this research, the relationship between brand loyalty and determinants of brand loyalty was unveiled, with special focus on brand image, perceived quality, price and promotion. The objective of this research is to study the factors that influence brand loyalty of cosmetic products in Malaysia; to identify the most influential factors relating to brand loyalty of cosmetic products in Malaysia; to evaluate the relationship between consumer satisfaction and brand loyalty of cosmetic product in Malaysia. This research was adopted a descriptive survey research design where questionnaires were used for data collection. The respondents were sampled using the convenience sampling method. The data was collected using structured questionnaires and the quantitative data was analyzed using SPSS and PLS and will be presented in table tabulations and percentages.


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