Cosmetics brand allegiance of women consumers

Price and promotion is the chief P’s of cosmetic market. Retaining customer is a challenging task for each marketer. The study investigates the demographic factors and their association with cosmetic brand preference.
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Cosmetics brand allegiance of women consumersInternational Journal of Management (IJM)Volume 7, Issue 7, November–December 2016, pp.257–264, Article ID: IJM_07_07_027Available online athttp://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=7&IType=7Journal Impact Factor (2016): 8.1920 (Calculated by GISI) www.jifactor.comISSN Print: 0976-6502 and ISSN Online: 0976-6510© IAEME Publication COSMETICS BRAND ALLEGIANCE OF WOMEN CONSUMERS Dr. Amandeep Kahlon Virk Assistant Professor, Budha College of Management, Ramba, Karnal ABSTRACT Brand allegiance is completely a new concept in consumer market which refers to commitment towards a brand. Lots of brands are available in the market and today’s modern women prefer to buy a brand which carries a big name, fame and style. Price and promotion is the chief P’s of cosmetic market. Retaining customer is a challenging task for each marketer. The study investigates the demographic factors and their association with cosmetic brand preference. In order to analyse data and testing underling hypothesis chi-square test has been used. The findings suggest that there is a strong association between Occupation, Income & residential location and their brand preference and good association is found between brand name preference and price of brand. Lakme is found to be most preferable brand among women. Key words: Brand, Allegiance, Market, Preference and Cosmetics Cite this Article: Dr. Amandeep Kahlon Virk, Cosmetics Brand Allegiance of Women Consumers. International Journal of Management, 7(7), 2016, pp. 257–264. http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=7&IType=71. INTRODUCTIONBranding is the practice of identifying a product or line of products by a special name or symbol. Everyproduct or service that exists has a name. That name is turned into a brand by infusing in it somedistinction. A brand is a name term, sign, symbol or design or a combination of those elements used toidentify a company’s goods or services to consumer and to differentiate them from the product or servicesof the competitors. Brand name must be meaningful and pronounceable in all relevant languages,otherwise firms will find that they are unable to use well known local names as they expand abroad. Inorder to get success in this competitive era a brand should live in mind and heart of a customer. Accordingto a study by Mademoiselle Magazine, today’s females are “more likely to know what brands they wantbefore they go shopping” (Parks, 1997). The concept of ‘loyalty’ is not a new concept: it has been inpractice for many centuries. In past, ancient Roman Empire had often used the concept of loyalty for theirarmy. In 21st century, marketers are trying to capture market share and profits with the help of a loyalcustomer base. Loyalty, in day- to-day life, implies an unselfish belief in products/services. Loyalty alsosuggests monogamy: one choice above all others. http://www.iaeme.com/IJM/index.asp 257 editor@iaeme.com Dr. Amandeep Kahlon Virk2. REVIEW OF LITERATUREPriyanka P. and Krishnaveni R. (2016) investigated perception of women consumer towards brandedcosmetics. The findings of the study indicate that marketer should focus on brand image attributes, qualityand benefits in their effort to achieve customer satisfaction and loyalty. By maintaining and strengtheningthe brand image and values, it will position the brand positivity in the minds of customers. Parmar M. K. Sushil (2014) conducted a study on brand loyalty for cosmetic products among youthaimed to find out a particular cosmetic brand which is popular and regular stuff of youth’s basketirrespective of any purpose. The study found that brand loyalty has no significant association with genderand domicile. Annual spending on cosmetic products and domiciles of youth are statistically independent.Excellent quality of a cosmetic brand was highly ranked by majority of respondents followed by needsatisfaction and brand name. Sundry, R. (2014) conducted a study on brand consciousness of women consumers. The study wasaimed to study the level of brand consciousness existing among women consumers and its affect on familybuying behaviour. The study revealed that women of old age have high brand consciousness due to theirexperience with their favorite brand compared to middle aged women. High brand consciousness is foundamong consumers employed in private organization. Yousaf, Usman et al (2012) tried to identify the brand loyalty and affirmed that brand credibility,brand awareness, brand association, perceived quality and product knowledge are important to build brandloyalty. Findings of the study disclosed that there is a positive relation between brand credibility, brandawareness, brand association, perceived quality, product knowledge (independent variables) and brandloyalty (dependent variables). It has also been found that brand awareness has the highest impact on brandloyalty and L’Oreal consumers are more brand loyal in comparison to other brands. Khraim S. Hamza (2011) in the study influence of brand loyalty on cosmetics buying behaviour ofUAE female consumers, the study indicated that brand name has shown strong correlation with brandloyalty. There is positive and significant relationship between factors of brand loyalty (brand name,product quality, price, design, promotion, service quality and store environment) with cosmetic brandloyalty.3. RESEARCH METHODOLOGYDescriptive research design was used for the study. Primary and Secondary sources were used to collectdata. Primary data was collected with the help of well structured and pre tested questionnaire. 200 womencustomers from rural and urban area (100 each ...