BRAND LOYALTY TOWARDS COSMATIC PRODUCTS

Submitted to the University of Madras

In partial fulfilment of
The degree of

MASTER OF COMMERCE

By

MISS. AKSHAYA SHRUTHI.S

Reg. No.531900769

Under the supervision of

Ms. P. SREE DEVI, M.com, M.Phil, Ph.D
Assistant Professor
PG & Research Department of Commerce

PG AND RESEARCH DEPARTMENT OF COMMERCE

BHAKTAVATSALAM MEMORIAL COLLEGE FOR WOMEN
KORATTUR
CHENNAI - 600080

MARCH - 2021
 BHAKTAVATSALAM MEMORIAL COLLEGE FOR WOMEN

CHENNAI - 600 080

CERTIFICATE

This is to certify that the project report titled “BRAND LOYALTY TOWARDS
COSMATIC PRODUCTS” submitted for the Degree of Master of Commerce by
AKSHAYA SHRUTHI.S Reg. No. 531900769, is the record work carried out by under my
guidance and supervision and this work has not previously formed the basis for the award of
any Degree, Diploma, associate fellowship or any other academic courses.

Place: Chennai Ms. P. SREE DEVI

Date: Project Guide

Internal Examiner External Examiner

 DECLARATION

I hereby declare that the project entitled “BRAND LOYALTY TOWARDS COSMATIC
PRODUCTS” submitted by me in partial fulfilment of the requirement for the award of the
degree of Master of Commerce. The research work is done by me under the supervision of Ms.
P. SREE DEVI, M.com, M.Phil, Ph.D, Assistant Professor, PG & Research Department of
Commerce, BHAKTAVATSALAM MEMORIAL COLLEGE FOR WOMEN, Chennai-
600 080 and this project report has not previously formed the basis for the award of any
degree, diploma,associate fellowship or any other academic courses.

Place: Chennai AKSHAYA SHRUTHI.S

Date: Reg. No. 531900769

 ACKNOWLEDGEMENT

At the outset I thank lord almighty for showering his blessing on me to submit this project
report. I hereby sincerely thank the management of BHAKTAVATSALAM MEMORIAL
COLLEGE FOR WOMEN and express my sincere thanks to our Vice - Chairman Madam
Dr. K. MARAGATHAMANI, M.B.A., Ph.D., for having given me an opportunity to pursue
my project work.

I am grateful to our Secretary Sir Dr. S. P. RAJAGOPALAN, M.Sc., M.Phil., Ph.D., for
his valuable support and if also extent my sincere thanks to Associate Secretary Madam Dr.
C. N. ESWARI, M. A., M.Phil., Ph.D.,

I extend my sincere gratitude to our beloved Principal Madam Dr. V. KALAIVANI,

M.com., M.Phil., M.B.A., Ph.D., for granting me permission to pursue my project.

I am indebted to record my deep sense of gratitude to Dr. K. R. DHANALAKSHMI,

M.com., M.Phil., Ph.D., M.B.A., Ph.D., SET, Associate professor and Head, PG and
Research Department of Commerce for the continuous support in completing this project.

I am extremely grateful to my guide Ms. P. SREE DEVI, M.com, M.Phil, Ph.D Assistant
Professor, PG & Research Department of Commerce without her honourable guidance,
encouragement and constant support this project couldn’t have been completed.

My sincere thanks to all my Professors of PG & Research Department of Commerce for the
encouragement, valuable suggestion and advice. I thank our librarian for her continuous
support.

I extend my sincere thanks to my most affectionate and beloved parents and friends who gave
me inspiration, enormous interest and helped me to different stages of this project.

AKSHAYA SHRUTHI.S
 CONTENTS

S.NO. TITLE PAGE. NO.

1 INTRODUCTION 1-19

2 REVIEW OF LITERATURE 20-33

3 FINDINGS AND CONCLUSION 34-39

4 REFERENCE 40-44
CHAPTER – I
INTRODUCTION
BRAND LOYALTY TOWARDS COSMATIC PRODUCTS

INTRODUCTION

Brand loyalty is the positive feelings towards a brand and dedication

to purchase the same product or service repeatedly, regardless of deficiencies, a
competitor's actions or changes in the environment. It can also be demonstrated
with other behaviours such as positive word of mouth advocacy. Corporate Brand
loyalty is where an individual buys product from the same manufacturer repeatedly
and without wavering rather than from other suppliers. Loyalty implies dedication
and should not be confused with habit with its less than emotional engagement and
commitment. Business whose financial and ethical values, for
example responsibilities, rest in large part on their brand loyalty are said to use
the loyalty business model. Cosmetics are a category of health and beauty products
that are used to care for the face and body, or used to accentuate or change a
person's appearance. Cosmetics can boost confidence. Though cosmetics are
commonly thought of as only makeup used to alter a person's appearance,
cosmetics can also refer to a number of products used to care for the skin and the
body, as well as those used to add fragrance to it. There are a large number of
cosmetics available under these various categories, each designed for different
purposes and featuring different characteristics. Brand loyalty is an emotional tie to
a brand that leads to a consumer to continue and expand their purchases for
products from the same brand. Organizations will use brand loyalty to drive
additional purchases both with current products and across brand extensions. Brand
loyalty creates a behaviour for a customer not only to perform repeat purchases for
a product but also purchase additional products from the same company. Brand
loyalty also creates a bond that inhibits a customer from buying products from
another brand. In many cases, brand loyalty can override the downside of higher
prices than similar products. The value of a current customer may be higher than
the cost of acquiring a new customer. Brand loyalty can also drive customers to be

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ambassadors for a brand as a result of them sharing their feelings for an
organization through word of mouth.

Cosmetics are widely used and accepted in many different cultures. The popularity
of cosmetics can be attributed to the creative self-expression and self-identity
aspect. Makeup and cosmetics can be used to subtly enhance natural features or
create a new look. The cosmetic and makeup industry is worth billions of dollars
and continues to increase due to the growing popularity and acceptance of makeup
and cosmetics. “A brand is a name, symbol, design or mark that enhances the value
of product beyond its functional purpose of brand loyalty. When people hear the
word “cosmetics”, they think of makeup or perfume designed for ladies,
while they cover a wide range of products including any facial makeup,
lotions, shampoos, deodorants, hair sprays and so on that their consumers
are not limited to women. New markets for cosmetics companies are young
women and men.

Cosmetic has become a common and popular category among young and adult
people as an identifying mark is a brand, symbol, draw up plans or sign that
enhances the assess of result beyond its functional purpose”. let identifies them
with a more relaxed lifestyle, greater versatility and comfort. Cosmetics refers to
all of the products to care for and clean the human body and make it more
beautiful. The main goal of such products is to maintain the body in a good
condition, protect it from the effects of the environment and aging process, change
the appearance and make the body smell nicer.

COSMETIC PRODUCTS

HISTORY OF COSMETIC PRODUCTS

Cosmetics have been in use for thousands of years. The absence of regulation of
the manufacture and use of cosmetics, as well as the absence of scientific
knowledge regarding the effects of various compounds on the human body for

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much of this time period, led historically to a number of negative adverse
effect upon those who used cosmetics, including deformities blindness and in some
cases death. Examples of the prevalent usage of harmful cosmetics include the use
of ceruse (white lead) throughout a number of different cultures, such as during
the remission in the West, and blindness caused by the mascara lash lure during the
early 20th century. Use of cosmetics continued into the middle age where the face
was whitened and the cheeks rouged during the later 16th century in the West, the
personal attributes of the women who used makeup created a demand for the
product among the upper class Cosmetics continued to be used in the following
centuries, though attitudes towards cosmetics varied throughout time, with the use
of cosmetics being openly frowned upon at many points in Western history. In the
19th century queen Victoria publicly declared makeup improper, vulgar, and
acceptable only for use by actors, with many famous actresses of the time, such
as sarash and lille using makeup.

MEANING

In the main cosmetic products are referred as charge substances which be able to
be completed of chemicals compounds or physical substances to enhance growth
of being body. these cosmetic products beautiful human appearance; In the
present-day cosmetic products are in big demand for the reason that of self-
consciousness & self-personality aspects which are compactly associated with
human being life. As for each the India food and Drug Administration, mascara as
"intended to be functional to the being deceased for cleansing, beautifying,
promoting attractiveness, or shifting the outer shell without moving the body's
composition or functions.". near are principal beauty companies which are globally
effectively reputable such as The L’Oreal Group, , Unilever, and Emami Ltd.
cosmetic products obtain efficient Indian the upper classes and in the end Indian
customers chiefly children and median mature relatives who own immediately on
track adopting various cosmetic brands, L’Oreal, Pond’s, fair & Lovely, Garniar,
Fair & lovely.

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 BRAND
MEANING

A strong brand today requires a personality that resonates with its audience in a
synchronized way, across all platforms, from social media to billboards, to its
packaging. Modern-day branding can be defined as the art of representing a
company’s identity from who they are, what they do, the level of quality they offer,
to their reputation.

TYPES OF BRAND

Individual brand

The most common type of brand is a tangible, individual product, such as a car or
drink. This can be very specific, such as the Kleenex brand of tissues, or it can
encompass a wide range of products. Product brands can also be associated with a
range of offerings, such as the Mercedes S-class cars or all varieties of Colgate
toothpaste.

Service Brand

A service brand develops as companies move from manufacturing products to

delivering complete solutions and intangible services. Service brands are
characterized by the need to maintain a consistently high level of service delivery.
This category includes the following

Classic service brands (such as airlines, hotels, car rentals, and banks)
Pure service providers (such as member associations)

Professional service brands (such as advisers of all kinds—accountancy,

management consultancy)

Agents (such as travel agents and estate agents)

Retail brands (such as supermarkets, fashion stores, and restaurants)

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Organisation brand

Organization brands are companies and other entities that deliver products and
services. Mercedes and the U.S. Senate each possess strong organization
brands, and each has associated qualities that make up their brand. Organizations
can also be linked closely with the brand of an individual. For example, the U.S.
Democratic party is closely linked with Bill and Hillary Clinton and Barack
ObamaA.

Personal brand:

Person can be considered a brand. It can be comprised of one individual, as in the

cases of Oprah Winfrey or Mick Jagger. Or it may be composed of a few
individuals, where the branding is associated with different personalities. With the
advent of the Internet and social media, the phenomenon of personal
branding offers tools and techniques for virtually anyone to create a brand around
themselves

Group brand:

Group branding happens when there is a small group of branded entities that have
overlapping, interconnected brand equity. For example, the OWN group brand of
the Oprah Winfrey Network and the brand of its known members (Oprah and her
team) are strongly connected. Similarly, the Rolling Stones represents a group
brand that is strongly associated with the personal brands of its members (most
enduringly, Mick Jagger, Keith Richards, Ronnie Wood, and Charlie Watts).

Events brand

Events can become brands when they strive to deliver a consistent experience that
attracts consumer loyalty. Examples include conferences the TED series; music
festivals like Coachella or SXSW; sporting events like the Olympics or NASCAR;
and touring Broadway musicals like Wicked. The strength of these brands

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Geographic brand

Many places or areas of the world seek to brand themselves to build awareness of
the essential qualities they offer. Branded places can range from countries
and states to cities, streets, and even buildings. Those who govern or represent
these geographies work hard to develop the brand. Geographic branding is used
frequently to attract commerce and economic investment, tourism, new residents,
and so on.

Private lable brand

Private-label brands, also called own brands, or store brands, exist among retailers
that possess a particularly strong identity (such as Save-A-Lot). Private labels may
denote superior, “select” quality, or lower cost for a quality product.

Media brand

Media brands include newspapers, magazines, and television channels such as

CNN.

E- brand

E-brands exist only in the virtual world. Many e-brands, such as Amazon.com,
have a central focus on providing an online front end for delivering physical
products or services. Others provide information and intangible services to benefit
consumers. Typically, a common denominator among e-brands is the focus on
delivering a valued service or experience in the virtual environment.

TOP LEVEL OF BRAND IN COSMETIC PRODUCTS

Lakme
Lakme is a reputed Indian brand which is owned by Unilever. The company is
headed by Mr Anil Chopra who is the CEO of the company. Lakme was founded
in the year 1952 by JRD Tata. In 1996 the Tata group decided to sell off its stake in

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Lakme to Hindustan Lever Limited. Lakme was also ranked at 47th as one of the
most trusted brands in India according to The Brand Trust Report in 2011. This
brand also sponsors the Lakme Fashion Week (LFW) twice a year. It also launched
the Lakmé Perfect Radiance and Lakmé eyeconic kajal which gained significant
market share. In the financial year 2012, Hindustan Unilever Limited had a rise in
Profit.

Lotus
The company Lotus Herbals Ltd. was set up two decades ago in the year 1993 by
Kamal Passi. This brand deals with manufacturing and selling of various kinds of
cosmetics. The list includes face cleansers, sunscreens, winter care, hair oils, and
shampoos. Passi knew the importance of good packaging and made sure his
products stand out in design. He also priced his products at least 10-15% lower
than the contemporary brands in the segment. However he doesn’t believe making
a huge expenditure on advertising. Lotus Herbals Ltd Company specialises in
producing cosmetics that claim to have Ayurveda as well as herbal goodness. The
brand promotes their products by accrediting their USP to be an amalgamation of
traditional knowledge along with modern technology. They believe in making use
of herbal ingredients and making their product devoid of chemical-based, synthetic
cosmetics. This brand is also strictly against the cruel practice of animal testing.

Biotique
Biotique was launched by Vinita Jain in the year 1984. This brand also manages to
stand out in the world of chemical-based cosmetics as it doesn’t contain any
artificial preservatives or synthetic fragrances. The ingredients used are extracted
naturally from herbs. Moreover the herbs/plants used for extracting raw material
are also monitored from its nascent stage hence the end product is organic.

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L’Oreal
L’Oreal is one of the giants in the cosmetic segment in the world. Jean-Paul Agon
is the chairman and CEO. The Company has been present in India for about 20
years. Today, L’Oreal India is a subsidiary of L’Oreal which is growing at a very
fast rate. L’Oreal Paris is one of the trademark brands of this company. In 2013
L’Oreal decided to invest Rs.970 crores in India. Moreover in the same year
L’Oreal made its first acquisition in India - Cheryl’s Cosmeceuticals, thus entering
the professional skincare segment. In 2013 the company grew at a commendable
rate of 70%.

Shahnaz Husain
This brand was founded in the 1970’s by Shahnaz Husain. In the year 2006 she
was awarded the Padma Shri. This brand also tries to harness the natural goodness
of Ayurveda. Currently it has around 350 products spread out over different
categories like skin, hair, make up etc. The brand claims that its USP is the hard
work done on research so that the quality of the product is of superior grade.

Revlon India
Among all the international players in the cosmetic segment in India, the first one
to launch was none other than Revlon in 1995. It happened due to the collaboration
between Umesh K Modi along with Revlon Pvt Ltd in 1994 . Pricing is done for
the mid-level consumers as it neither too high nor too low priced. The company
owns approximately 20-25 % of the domestic colour cosmetic market share.

Maybelline
It was launched way back in 1915 by T.L. It was later acquired by L’Oreal and in
India it was launched by its subsidiary, L’Oreal India. One of the major factors
that have helped this brand to carve its niche is being reasonably priced in spite of
having an international appeal. The Maybelline Colossal range was a huge hit in

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India.

Himalaya
had a vision to make Ayurveda accessible to the world. Himalaya has been able to
patent its sunscreen, Under-Eye Cream, Anti-Acne range and Hair Loss cream
among others from the United States Patent and Trademark Office. The business of
Himalaya in India contributed 60% of the brand’s sales of Rs 1, 200 crores in
2011. Himalaya is also the owner of the popular face wash ‘Purifying Neem’
which is very popular The Himalaya Drug Company was founded in the year 1930.

Colorbar
Colorbar Cosmetics is one of the leading brands of cosmetics in India. It was
founded in 2004. The founder as well as managing director of the brand is Samir
Modi. The brand is known for its bright peppy colours and has a number of
products.

Elle 18
The brand Elle 18 is owned by Hindustan Unilever Limited (HUL). It was
launched in 1998. Elle 18 is aimed at the youth as it has bright colours along with
neon shades in its products. The pricing of the products are also done keeping in
mind the youth. The Elle 18 Colour Pop Liner (5ml) is priced at Rs 75.

The influence of branding on cosmetic products

Once you’ve answered the core questions about your brand the next step of the
branding process is building your brand identity. The first part of that process is to
define your design building blocks.

There are a few key design elements and principles that you need to define to drive
your branding process, including

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Typography

The fonts you use in your brand elements can send a strong message about your
brand to your audience; for example, using an edgy graphic font on your
eyeshadow palette packaging—think: Urban Decay—is going to send a very
different message than a more feminine, script font used in brands like Too Faced.

Color palette

Color is an extremely powerful branding tool. People have strong associations with
color and when you understand those associations, you can use color strategically
to inspire specific thoughts, emotions and reactions in your audience. For example,
if you’re launching an all-natural line of products, you might want to incorporate
green, which people associate with nature. If you’re launching a line of prestige
products, you might work purple into your color palette, which is typically
associated with luxury or royalty.

Form/shape

A sharp, angular logo is going to create a different look and feel to your brand, and
send a different message, than something more rounded or organically shaped-so
it’s important to choose forms and shape that reflect who you are as a brand.

Brand voice

Having a clear brand voice is important for any brand-but it’s especially important
in the cosmetics industry, where social media plays such a big part of building a
brand. Your brand voice is an integral part of your branding-and defining your
voice from the get-go is a must to ensure a consistent brand experience for your
audience.

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Designing your key cosmetics brand elements

Once you’ve nailed the basics of your brand identity, it’s time to take things a step
further and actually design your key cosmetics brand elements.

There are a few brand elements any cosmetics company will need to launch a
successful business, including:

Different branded cosmetics brand design elements by Almi design

Logo

Your logo is the face of your beauty business and, as such, it’s the most important
element you’ll bring to life during the branding process. Your logo is going to be
one of the first experiences potential customers will have of your brand and
because it’ll be featured prominently on everything from your product packaging
to your website, it will definitely be the design that’s most closely associated with
your brand.

Digital presence

A lot of your customers are going to interact with your brand online, so your
digital presence-including your website, your emails, and your social
media platforms-need to be an accurate reflection of your cosmetics branding.

Packaging

Creating on-brand packaging is important for any business selling a physical

product, but it’s especially important in the cosmetics industry. Because
competition is so fierce, both in stores and online, you need to create cosmetics
packaging that’s not only functional, but feels unique, innovative, and on-brand-
and jumps off the shelf and grabs your ideal customer’s attention.

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Business cards

Part of succeeding in the beauty industry is forming partnerships with retailers,

influencers and other brands. You’ll also need an on-brand business card complete
with your logo, website and any other elements of your brand identity, to build
those connections.

Merchandise & swag

Depending on your marketing strategy you might also want to think about
branding additional items such as shopping bags, stickers, wrapping paper or t-
shirts. All of these elements are a key part of launching a successful cosmetics
brand. Before you launch your cosmetics line, you need to have them all designed
and ready to go, ensuring they’re all an accurate representation brand.

CHARACTERISTICS OF BRAND
Competitiveness
For a brand to truly succeed it needs to be as competitive as possible. This includes
having an entire team working behind a brand, from the most basic administrative
assistants to those in a higher power position. There is no use in sitting back and
hoping for the best; a successful brand goes above and beyond consumer
expectations to remain on the cutting edge of its industry.

Distinctiveness
To have a memorable brand identity you need to be distinctive. Some of the
world’s most popular brands, such as lakme, bb cream, himalaiya, fair a lovely,
niva, o real and etc is widely known for its minimalist approach to design and
technology as well as its innovative products. Starbucks is known for its high-
quality goods and services that are consistent across every store worldwide. Giving
your customers a specific reason to use your services will without doubt keep them
returning to your brand, time and time again.

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Passion
Though it’s possible to build a brand on a short-term basis without passion,
maintaining the success of that brand over the long term is incredibly difficult
without passion. Passion is the force that drives us even through the most
challenging of moments, propelling us to work harder than everyone else to
continually deliver greatness. If you possess a genuine passion for your brand, that
passion will rub off on your customers who will feel just as enthusiastic and
excited about your products or services as you are.

Consistency
With all of the above being said, it is still important to be consistent in everything
you do as a brand. It also brings familiarity to your brand, which automatically
leads to loyalty. Provided you consistently deliver high-quality goods and services,
you can expect your customers to return back to your business in future

Leadership
The world’s greatest brands are supported by influential leaders who continually
aspire for greatness. Whether that involves a sports team, a large corporation or a
small business, the most successful of these will have an influential leader backing
them. As a business owner, you need to live and breathe your brand in order to
inspire both your workforce and your clientele to possess the same enthusiasm and
passion for your brand. This in turn will lead everyone associated with your brand
to feel deeply affiliated with it as your passion for what you do truly shines
through.

Exposure
Another important characteristic of a successful brand is exposure. Well-known
sports brand, combines numerous marketing channels to reach out to its target

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audience, including video, social media and experiential marketing to truly
immerse its customers into the brand. Although you may not have a budget as vast
as Puma’s, thanks to the internet it has never been easier to increase exposure of
your business. By developing a presence on social media sites such as Instagram,
Facebook and Twitter and reaching out to customers through multiple channels,
you have a better chance than ever to reach consumers and establish your brand on
a global scale.

Audience knowledge
Last but not least, you cannot achieve any of the above without having a thorough
knowledge of your target audience. You can easily do this by performing in-depth
research about the demographics of your target audience. This not only improves
the quality of your content but also helps you to communicate with your audience
in a way that directly appeals to them, which in turn encourages you to create a
strong, human connection between your business and your target audience

ADVANTAGE OF BRAND

Awareness and Differentiation

Branding makes the customer aware about the product or service, because without
branding how customer will recognize the product or the service. There are so
many similar products and services that are used for same cause and for satisfying
the same customer needs. Just imagine if there was no branding then all cold drinks
would have been same? It's hard to imagine I know, that's why branding helped
many customers to prefer to use Coca - Cola while some other prefer to use Pepsi
and so on.

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Premium prices

Branding helps the company in charging a premium price for their product because
a strong brand can charge a higher price than its competitors which in turn leads to
higher profit margins for the company. An example would be Apple and Samsung
charging a higher price of their smartphones than Sony and Huawei because
customers have that brand image that Apple and Samsung have the best quality
when it comes to smartphones.

Barrier to entry on the market

Having a strong and established brand under your portfolio in the market can be a
barrier for entrance of new competitors on the same market as you. The potential
new competitors will know that there is a strong leading brand and they may never
make a decision to entry on the market.

DISADVANTAGES OF BRAND

Huge development costs

The biggest disadvantage of branding is that it involves huge cost because brands
are not created overnight and companies have to spend huge sums on advertising
and publicity. Often the brand marketers calculate the ROBI (Return of Brand
Investment) as they tend to predict and justify the brand development process.

Limited quality flexibility

Limited flexibility in the quality of the products and services of the brands is
emerging from the fact that they offer quality for premium price. THE ONLY
REASON why customers will pay this premium price is the guaranteed quality.
So, no exclusions here guys!

Changing the perception for the brand is hard

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Another disadvantage of branding is that if due to some reason brand gets a bad
name or reputation than it is very difficult, if not impossible to regain the original
position or status of the brand. It's similar to basketball MVP, one bad pass can
lead to losing the game and you're no more perceived as MVP.

BRAND LOYALTY
MEANING

Brand loyalty is the tendency of consumers to continuously purchase one brand’s

products over another. Consumer behaviour patterns demonstrate that consumers
will continue to buy products from a company that has fostered a trusting
relationship. Loyalty is extremely beneficial to businesses as it leads to repeat
purchases by consumers, higher revenues, and customer referrals

IMPORTANCE OF BRAND LOYALTY

Brand loyalty is a consumer behaviour which a customer develops over a period of

time by repeated use of a particular brand, product or service. Customers who find
their needs fulfilled and find the product having good quality, and high value
proposition tend to become loyal towards a particular brand. This positive
behaviour towards a product or service is useful for companies as they become
positive brand advocates and help spread a positive word of mouth about the
brand. Consumers who develop a strong brand loyalty tend to become regular
customers and also help their friends & family identify the benefits of the products
& services that the have been benefitted by. Such is the importance for companies
that they have brand loyalty management to ensure that customers get the correct
value proposition offered. Good product quality, brand awareness and positive
brand image contributes to building brand loyalty.

FACTORS

1. Product Quality

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High quality products ensure high customer satisfaction which helps induce brand
loyalty amongst customers.

2.Brand Image
A customer-friendly brand image which offers a consistent brand equity is a
positive driver for making customers loyal towards a brand.

3.Percieved Value
The value offered by the brand versus the price paid is of importance. If the
customer feels it has value, it creates brand loyalty in the consumers mind. Value
can be increased by a loyalty discount or a loyalty program by companies.

4.Switching Cost
If a cheaper option is available with a similar product quality, customers can
switch their brand, and hence it is an important factor.

5.Availability & Service

Good products must be available when a customer requires it for creating customer
loyalty. Also, good after sales service also adds value to a positive mindset.

6.Customer Psychology
Sometime brand loyalty is totally depended on customer psychology, where good
products can have no loyalists and poor products can have a following. Hence, all
these above-mentioned factors help in driving brand loyalty amongst the
customers.

OBJECTIVE OF THE STUDY

To study the brand loyalty towards for cosmetic products.

To study of brand trends and brand preference of cosmetic products.
To analyse the sources of information among brand loyalty towards
cosmetic products.

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 To study the perception towards factors dependable for Building Brand
loyalty.
To evaluate the relationship between consumer satisfaction among brand
loyalty of cosmetic products
To be on familiar terms with the portion of male and female in Cosmetic
products.
They are used to enhance your appearance and make you look healthier
and younger prefer the brand loyalty.

SCOPE OF THE STUDY

The main scope of the study is done to find the brand loyalty towards cosmetics
products. The views and opinion of the respondent are analysed through this study.
This report will helpful for cosmetic products to identify the loyalty towards the
brand among consumers. Cosmetics mostly are used only for enhancement of the
beauty of the individuals rather than any of the medical reasons that are applicable
for application of the beauty creams and facials. Hence a business venture in the
field of beauty services and products can be quite lucrative as well as can see a
continuous growth provided that the products are not harmful and free of irritation
as well as the services are very much affordable and make a significant change in
the looks of the individuals. Brand loyalty has created a significant impact on the
success of a specific brand. There are certain factors, which have positively
impacted on brand loyalty. Brand name, product quality, product feature, product
price, promotion, customer’s satisfaction is considered as the vital factors that have
created a significant impact on brand loyalty.

NEEDS OF THE STUDY

The main aim of this research is to study the consumer satisfaction level of
various cosmetic products in Chennai city. Many organisations provide service
for the cosmetic products. Branding creating a customer for cosmetic products.

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Branding makes promise towards cosmetic products. Cosmetic product carves a
standout position for your brand. their main purpose is to keep your skin and
makeup looking fresh all day and provide natural looking. It is a great option if
you’re looking for something that has skincare benefits such as moisturizing
or priming.

LIMITATION OF THE STUDY

The research is majority a secondary research where the data was
collected from the internet, books, magazines, journals, etc. since,
the conclusion drawn are based on limited data they remain
subject to modifications and correction.
Besides the study has the limitation of time, place and resource.
The study is conducted in Chennai city and on male, female
cosmetics users.
To study have been conducted to analyse some factors effecting
brand loyalty of cosmetic products.
This study is conducted to analyse the brand loyalty not all those
factors that really matter while cosmetics.

Area of the study

The study was brand loyalty of cosmetic products they conducted to examine in
Chennai city. It focuses on the customers preference and attitude of male and
females towards the brand loyalty of cosmetic products.

19
 CHAPTER – II
REVIEW OF LITERATURE
REVIEW LITERATURE

Sondoh Jr., Stephen L et al (2007), investigated the imprint of name

image payback on satisfaction and loyalty targets for a flush esthetic
product. Functional, social, experiential and arrival are positively
interrelated to complete satisfaction and the purpose of continuity is
greatly influenced by functional and facade enhancement. The analysis
conducted among 118 response, and statistical tool used for chi-square
and those response influence of brand and satisfaction.
Frings (2005) Found that Turkish consumers were introduced to all
of the new and existing products of the well-known brands in this
market just like other consumers elsewhere in the world. However
Turkish market had a special significance’s findings used for this
study is ANOVA use to Compared to other countries in the region
turkey had a huge population half of which was made up of women.
They also found that there was a significant relationship between a
woman. They also found that there was a significant relationship
between a woman consist of the same brand skin care products and
her behaviour that results from being unable to find the desired
product while shopping at the store.
K. G. Sankaranarayanan & Nandakumar Mekoth (2014), found
significant difference between the usage and attitude of the clusters. This
analysis rank regression resulted into the formation of three clusters.
medium self-directed, heavy other-directed & occasional nonbelievers
with varying characteristics. In addition, brand preference for body spray
was found to vary by cluster and brand preference for face wash, shaving
cream and face cream was not varying by cluster. Surprisingly, heavy
other directed were reported to be the lowest spenders while occasional
non-believers were the highest spenders.

20
Yousaf, Usman et al (2012) tried to know the brand loyalty and
affirmed that brand credibility, brand awareness, brand association,
perceived quality and product knowledge are important to build brand
loyalty. Result of this research indicated that there is a positive relation
between brand credibility, brand awareness, brand association, perceived
quality, product knowledge (independent variables) and brand loyalty
(dependent variables). It has also been concluded among 189 response
and statistical tool used for rank correlation that brand awareness has the
highest impact on brand loyalty and L’Oreal consumers are more than
other brands.
Hamza Salim Khraim (2011), analysed how factors of brand loyalty
towards cosmetic brands influence the consumer buying behaviour. The
findings rank correlation of this study disclose that there is positive and
significant relationship between factors of brand loyalty namely brand
name, product quality, price, design, promotion, service quality and store
environment with cosmetics brand loyalty. 203 were purchasing it
because price of those brands was affordable to them.
Sondoh Jr., Stephen L et al (2007), examined the impact of brand
image benefits on satisfaction and loyalty intention for colour cosmetic
product. Results revealed that brand image benefits viz. functional,
social, experiential and appearance enhances are positively related to
overall satisfaction and loyalty intention is significantly influenced by
functional and appearance enhance for analysed conducted among
115and findings of the study chi-square used the impact of brand image
and loyalty intention.
Elif A. Ergin et al (2005), carried on a research study with view to
determining brand loyalty among Turkish women with respect to skin-
care products and enabling cosmetics players to penetrate to the Turkish
market and to shape marketing strategies. The results showed that

21
ANOVA this tool used for there is a brand loyalty among 600 Turkish
women for cosmetic products.
K.G. Sankaranarayanan & Nandakumar Mekoth (2014), create large
variance between the custom and opinion of the clusters. This
investigation resulted into the formation of three clusters viz. middle
self-directed, minder other-directed & irregular nonbelievers with
unreliable characteristics. Statistical tool used for this study ranking In
addition, trademark inclination for remains spray was created to fluctuate
by cluster and make first choice for side wash, sliver cream and surface
cream was not to be trusted by cluster. Surprisingly, gloomy other
directed were reported to be the buck spenders although intermittent non-
believers were the uppermost spenders.
Kulkarniu and Belgaonkar (2012) found that the reasons for the
brand loyalty given by the Indian youth consumers 62 percent
respondents were selecting these brands for the consistency they
found in the quality of the products, 12 percent respondents
selecting these products for the three proven and tested better
performance. 10 percent respondents were selecting these brands as
a prestigious brand. 10 percent respondents were selecting these
brands because it was advised them to purchase by satisfied
consumer. Six percent respondents were purchasing it because price
of these brands was affordable to them.
Kameswara Rao Poranki(2015) researched consumer attitude and
perception on personal care products and cosmetics by using the
related factors such as trustworthiness of brand, brand awareness
and its source, area interest, brand consciousness, preference of
different brands, shopping hobbits , analysed these factors with the
help of bar charts and pie chart from the study they suggested that
the marketers need to work upon to generate sales of their products,
as personal care items involves extensive buying decision.

22
Anjalisharma ET AL (2013) observed on impact of brand loyalty
on buying behaviour of women consumers for brand loyalty on
buying behaviour of women consumers for beauty care products
majority of respondents optioned the quality is the most factors such
as time of purchasing of the beauty care products following by
brand and price, small group of women consumers feel packing is
the key factors for decision making, researcher conclusion that these
factors are generally responsible for switching to other brands and
friendly are the most powerful reference group.
Priyanga. P, Krishnaveni. R (2016) indicated on perception of
women consumers towards branded cosmetics by using the relate
factors such as price, discount and offers, availability,
advertisements and celebrity, endorsement, fragrance, smell, size,
weight analysed these factors with the help of chi-square method
from the study they suggested that cosmetic firm should concentrate
on quality control measures including improving the products
consistently.
Ramesh. S.V and Pavithra.V(2015) identified that consumers
satisfaction preference towards lakme products by using related
factors such as price brand availability package analysed these
factors with the help of correlation from the study, they suggested
that improve advertisement availability should be increased provide
small packs of lakme products.
Banurekha. M and Gokila. K (2015) observed that consumer
awareness attitude and preference towards cosmetic products by
using related factors such as price ,quality ,quantity, packing, offer,
flavour coefficient of correlation , average ranking analysis and chi-
square analysis, from the study they suggested that the price can be
reduced the manufacturer could reduce the chemical combination,
manufacturer can conducted a survey for 200 response knowing the

23
consumer need and conducted result SPSS making a consumer
awareness.
Sushilkumar (2014) studied on a study of brand loyalty for cosmetics
products among youth. The main objective of to learn the brand loyalty
among youth for cosmetics. This analysis conducted among 113
respondents. To find the statistical tools used in this study are chi –
square test, garret ranking method, and descriptive statistic. Positive
impact of excellent quality is the most important factor among youth
brand causing to buy consistently the same brand followed by
satisfaction of needs and brand name.

Dr.vinith Kumar, Dr.prakash pillai (2014) studied on investigation of

purchase pattern of cosmetic among consumers in Kerala. the aim of to
assess how brand influences the purchasing pattern. To find the statistical
tool used in this case primary data analysis. the positive impact of Fifty-
eight per cent of the respondents selected the specific brands of
cosmetics individually by themselves.
Donator azuizkulou (2013) the case of country of origin and brand
loyalty on cosmetics products among university utara Malaysia study.
the purpose brand reputation is positively related with the brand loyalty.
This analysis conducted among 227 respondents. To identify the SPSS
are factor analysis, reliability test, correlation, and regression analysis.
the advantage of the case is examining the effects of brand loyalty based
upon attributes and purchase behaviour, brand reputation, and country of
origin among university utara Malaysia student consumers.
Mrs. Roma katariya (2020) studied on A study of brand loyalty for
cosmetic products among Indian people. The main aim of the customer’s
perception factor dependable for building brand loyalty to be familiar
terms it the portion of male and female in cosmetic market. this
examination conducted among 50 testes. To catch it by experts and did

24
the pilot test, demographic profile, data analysis and interpretation. the
positive impact of data analysis of numbers suggests that some consumer
is related to the range of different cosmetic brands and products available
in the market.
Mr.K.V. Sri Ram (2016) the perception of the study a study on brand
loyalty of women customers towards cosmetic product in Chennai. The
main aim to examine the relationship between socio-economic features
of women customers and their brand preference of cosmetic e products.
This analysis conducted among 600 answerers. The boast frequency and
percentage analysis, Chi-square test. The positive impact of the women
customers prefers various brands of cosmetic products based on their
awareness of products and beauty conscious.
Mr. Jyoti Prandhan (2015) the studied-on consumer brand loyalty
FMCGs – personal care products in rural and urban areas of India. The
main objective to reasons for having being brand loyal and brand
switching behaviour of consumers. This examine conducted among 200
communicators. The treasure data collected was analysed mainly
thorough descriptive statistics, using Chi-Square method. The SPSS
(Version 20.0) software was used to execute the analysis process. The
positive impact of Consumers may prefer to trust major famous brand
names. These prestigious brand names and their images attract
consumers to purchase the brand and bring about repeat purchasing
behaviour.
Kisanshivajirao desai (2014) the study on consumer buying behaviour
of cosmetic products in Kolhapur. The main of factors influencing on
buying decisions. This examine conducted among 100 equivocators. The
pride statistical tool used for the purpose of the analysis of this study is
simple percentage technique and ranking techniques. the positive impact
of It has been observed that in purchase decision, in spite of the impact

25
of friends, family members, beauticians and others, the actual decision to
buy was taken by the respondents on their own.
Divya bharathi (2014) the perception of female consumer importance of
cosmetics and beautification in their buying. The main aim of the
importance of cosmetics and beautification products in influencing
female consumer behaviour. This analysis conducted among 50
assenters. The bonanza statistical tool used for simple tools such as
average, percentage, and measurement scales. The positive impact of 3
brands preferred by women is patanjali, lakme, mac and Maybelline.
75% of women say that they would prefer buying both ayurvedic and
chemical products where as 35% women prefer only¬ ayurvedic
products.
Devi R, Jolly jose, preetha (2020) the perception of the study brand
cosmetic usage amongst women in Ernakulum Kerala. The aim of
examine the most preferred brand amongst all cosmetic products and
identify the different factors that influence brand loyalty. The analysis
conducted among 85 women. The statistical tool used chi-square test,
correlation analysis. The positive impact of this necessity of cosmetics
has created loyalty among consumers towards cosmetic brands. Among
the leading cosmetic brand.
Student institute (2006) the perception of the brand loyalty and brand
name. The future purpose of non – user tend not to be loyal to any brand
and as for new users they are not so familiar with any brand at all. This
analysis conducted among 290. Statistical tool used non- probability
sampling. The positive impact of the brand is reputable and brand name
and image attract the customers.
Shaheen mansori (2016) the perception of the factor that influences
consumers brand loyalty towards cosmetic products. The aim is the
factors influence the brand loyalty and relationship between consumer
satisfaction. this analysis conducted for 265. Statistical tool used for this

26
research T test and P value. The positive impact of brand comes to mind
immediately when I want to purchase cosmetic products. Suggestion of
the factors influence brand loyalty of cosmetics products in Malaysia
were brand image perceived quality price and promotion.
Mukta srivastava (2014) the study on determinants of brand loyalty in
cosmetics and buying behaviour of female consumers from the retailer’s
point of view in Pane city. The object of the female consumers take
decision for buying a particular brand of cosmetics and what factors
affect the decision as per retailer’s scrutiny. Statistical tool used for non
– probability sampling. This analysis conducted among 300. The positive
impact is that product features brand personality, brand trust, brand
endorsee and brand reputation are the major determines of brand loyalty.
Uchenna Cyril eze (2012) described about purchasing cosmetic
products a preliminary perspective of gen –Y. The main scope of Brand
image will have a positive influence on consumers’ purchase intention
for cosmetic products. For conducting study of response from 204
respondent. The statistical tools used for this analysis is regression
ANOVA table. The positive impact of purchasing cosmetics product is
they tend to go for top brands more than for products with lower brand
image because they perceive that products with top brands images have
better quality. Conclude of this study the purchase behaviour of
generation X may be different from those of generation Y.
Mohamed azmi hassali (2015) conducted study on Malaysian cosmetic
market current and future prospects. The main goal of this study the
consumers’ interest was influenced by heavy advertising, marketing and
growing prosperity that increased their interest in premium brands. For
conduct study of response from 600. The statistical tool used for bar
diagram. The positive impact of this study The Halal cosmetics and
personal care products are getting high promotion activities especially in
Malaysia where many programs are being carried out to promote Halal

27
industries. Concluded of this study positive relationship main an
international level.
Che aniza che wel (2011) the perception of study factors affecting brand
loyalty an empirical study in Malaysia. The main goal of brand trust as
one of the variables in their study would possibly affects the level of
brand loyalty and brand trust. The analysis conducted among 300
responses. The statistical tool used for frequency distribution. The
positive impact of this study brand loyalty the trust towards certain brand
increases the the level of brand loyalty would likely to increase as well.
Conclude of product involvement, it is found that product involvement
does have a relationship with brand loyalty and it did affect brand loyalty
in certain ways. Indeed, involvement with a product is a necessary
precondition for brand loyalty.
Muhammad fareed (2018) the conducted study on customer satisfaction
and loyalty intention through brand image benefit in the context of
Malaysian cosmetic products. The scope of There is a significant
relationship between brand image benefit and customer loyalty intention.
The analysis conducted among 198 response. The statistical study used
for this study simple random sampling. The positive impact of
customers’ satisfaction mediates the relationship between brand image
benefits and loyalty intention. Concluded of Brand for the purpose of
creating customer satisfaction to create a loyal customer base. It is very
important image benefit maintains a strong image for marketers to create
an effective marketing strategy.
Nischay kumer upamaanyu (2014) study on Effect of Customer
Satisfaction on Brand Image & Loyalty Intention a Study Cosmetic
Product. The main on object to standardize the modified measure of
brand image, customer satisfaction and customer loyalty. The analysis
conducted among 257 responses. The statistical tool used for chi-square
test. The positive impact of Brand makes a good impression of me on

28
other people; Fair & Lovely Usage of brand is effective to my needs than
other brands. The current study can be concluded in such manner that the
strong relationship was found between customer satisfaction and brand
brand image.
Tamizhlyothi (2013): -Studied consumer attitude towards
cosmetics products. The main aim of the study of examine the
attitude &buying behaviour &identify factor which influences them
to buy new products.Gupta (2013):-This study concludes that
consumer take rational& irrational decision so they can get best
product in markets they get attract towards advertisement
&influence mind of consumers Desai (2014):-The study states that
people are highly associated with brands due to quality &results.
P. Mathivana.R. Jeganatham (2016): -Studied consume behaviour
towards cosmetics products in Thanjavur, Tamilnadu. The main
objective of this study is to identify reasons for purchasing of
cosmetics products identifies factors influencing buying decision. It
was found that though market is dominated with cosmetic product.
The working respondents are more focused about their appearance&
ready to buy new products.
Che Wel et. al., (2011), brand loyalty defined as kept long-term
preferable relationships to a specific product or service and also included
some degree of commitment toward the quality of a brand that is a
function of both positive attitudes and repetitive purchases. The
statistical tool used for this study is SPPS.
Khraim (2011); believe that customers may also be loyal due to high
switching barriers related to economical and psychological factor which
make it costly or difficult for the customer to change. The positive
impact of the study is brand loyalty maintaining a consumer perception
and statistical tool is used for chi-square.

29
Ehsan Malik et. al., (2013) stated that loyal customers just make a
purchase confidently on the basis of previous experiences without
evaluate the brand. Statistical tool used for ranking and positive impact
of, customers may also be loyal because of the satisfaction with the
brand and thus want to continue the relationship with the brand.
Sasmita and Suki (2015) found that the characteristic of loyal customer
is preference and consistency to purchase a product or service while the
importance of loyal customer also thought to act as information channels,
informally linking networks of friends, relatives and other potential
customers to the product. Statistical tool used for chi- square and positive
impact of the study loyal customer using brand loyalty of the cosmetics
products.
Kumar and Kim (2010) It is identified that a local brand may be
preferred when consumers can identify the ranking correlation with
others in their community as the local brand is often positioned to
understand local needs and culture besides, global brands have been
perceived to be of higher quality in developed and developing countries.
Rahim et. al., 2010 Brand image is the first word or image that comes to
mind when a certain brand is mentioned, but it can be altered by new
information or damaged by media commentators. In western cultures,
brand image can be like a human being with unique characteristics
whereas in collectivistic culture like Malaysia, it can be quality and the
representation of trust in a firm.
Nikhashemi, Paim, Sidin, and Osman, 2013 A relative advantage of
brand image is represented in the entrance barrier to any market, as
customers mainly prefer brands with a strong image during their
purchasing decisions
Saydan (2013) brand image is essential for marketing experts and
customers, particularly marketing experts use brand image in
differentiating, positioning, and extending the brand, besides establishing

30
favourable attitudes and feelings towards the brand and providing the
benefits of purchasing and selecting that brand.
Lee et al., 2014 Practically, consumers utilize brand image to process,
organize, and recall the data in their memories about it to form
purchasing decision. Therefore, in order to clearly convey the company’s
goal and to position its brand, proper brand images are essential.
Pauzi et. al., 2014 Perceived Quality Perceived quality is widely known
as an important factor of purchase intention among Malaysian
consumers, they tend to perceive a well-known product as having high
quality.
Wong and Sidek (2010) indicated that product quality include the
feature and attribute of a product, if the product can satisfy consumer
need and expectation, consumer may repeat the purchase of single brand
as consumer consider the product is high quality whereas if the product
cannot fulfil consumer need and expectation, consumer may switch
around several brand as consumer consider the product is low quality.
Khraim, 2011 Besides that, consumer will carefully observe the product
quality through product features, functions and packaging because
consumers demanded new features for the product and the tangible
quality of the sold product leads to repeated purchase of a single brand or
switch around several brands.
Ong et.al. (2010), price is one of the considerations made by Malaysian
consumers to choose either the local or the imported products, Malaysian
consumers are less focused on the product ‘s price as consumers always
perceive a better value from high price compared to low price.
Khraim (2011) pointed that price is the most critical element for the
general consumer but high brand loyalty consumer was willing to paid
their favoured brand with a premium price as consumer will compared
and evaluated alternative brand and has strong belief of their favourite
brand in the price and value, consumer will purchased the product if the

31
perceived value is beyond the cost thus consumer purchase intention will
not easily affected by price.
Singh and Pattanayak, 2014 Meanwhile, consumer purchase intention
will not be affected easily by price as the brand loyalty already built into
the brand and loyal customer ready to paid more even the price increased
to avoided any perceived risks.
Fornell, 1992 Customers may be loyal owing to high switching barriers
related to technical, economical or psychological factors, which make it
costly or difficult for the customer to change. From another point of
view, customers may also be loyal because they are satisfied with the
brand and thus want to continue the relationship.
Keller (2003) argued that famous brand names can disseminate product
benefits and lead to higher recall of advertised benefits than non-famous
brand names. There are many unfamiliar brand names and alternatives
available in the market place.
Cadogan & Foster, 2000 Consumers may prefer to trust major famous
brand names for satisfying purposes. These prestigious brand names and
their images attract consumers to purchase the brand and bring about
repeat purchasing behaviour and reduce price related switching
behaviours’.
Nair Vinith Kumar and Pillai Prakash R (2007)., “A study on
Purchase Pattern of Cosmetics among Consumers in Kerala.” 1 The
study analyses the purchase patterns and spending styles of people
belonging to different segments of Cosmetic consumers in Kerala.
Ronald, F. and Harper, B. (1965) conducted a comparative study and
indicated that socio-economic variables could not be differentiated
between private and manufacturer’s brand loyal consumers. Need for the
Study Consumer attitude gives both difficulty and development to the
company. Now, Consumers have lot of interest regarding the cosmetic
products and also, they having awareness about cosmetic product

32
attributes. Here, the cosmetic companies need to understand the
consumer attitude on cosmetics buying behaviour which brings success
of them. This study focuses on the factors that affect the buying
decisions
Nithiya. L, DuraiEswari. S (2016) find out the customer satisfaction
towards lakme product by using related factors such as price,
advertisement, offer, varieties, distribution, awareness of the product,
analysed these factors with the help of chi-square test, weighted score
ranking analysis from this study suggested that advertisement to be
required, reduce the price, improve demonstration, door delivery is the
best promotional measures, more discount to the lakme product.
Nagananthi. T, Mahalakshmi. M (2016) Research on consumers
brands preference and using behaviour of cosmetic products by using the
related factors such as make up, personal care both make- up and carried
herbal cosmetic only chemical cosmetics only, analysed these factors
with the help of chi-square test and one way ANOVA from the study
they suggested that the manufactures may concentrate more on herbal
based cosmetic products, care must be taken while selecting the brand.

33
 CHAPTER – III
FINDINGS AND CONCLUSIONS
FINDINGS
Factors of The Study
Research has indicated that brand attributes are viewed as important elements in a
consumer's decision making. In his article mentioned that there were seven factors
that influenced consumer’s brand loyalty towards certain brands. The factors were
brand name, product quality, price, design, store environment, promotion and
service quality.

Loyalty programmes
To earn a group of loyal and honest consumers, marketing department of a
company undertakes various loyalty programmes. In marketing generally, loyalty
programmes includes offering loyalty card, rewards card, points card, advantage
card, club card that identifies the card holder as a member in a loyalty program &
makes repeat purchases and on presentation of such special cards, consumers are
entitled to have gifts, discounts or voucher and free services, free sample etc

Brand Name
Famous brand names can disseminate product benefits and lead to higher recall of
advertised benefits than non-famous brand names. Instead of many unfamiliar
brand names, consumers get impressed and attracted to purchase famous brand and
this is responsible for repeat purchasing behaviour. For instance, L’Oreal,
Himalaya, Lakme, Garnier etc. Brand name is the creation of an image or the
development of a brand identity and is an expensive and time-consuming process.
Consumer tend to perceive the product from an overall perspective, associating
with the brand name all the attributes and satisfaction experienced by the purchase
and use of the product

34
Price
It is a key factor that affects buying behaviour as price matters a lot for the average
consumer. Price sometimes compels a consumer to switch over to other brands
because it is out of his/her pocket. Consumers with high brand loyalty are willing
to pay a premium price for their favoured brand. So, their purchase intention is not
easily affected by price.

Product Quality
In general term quality indicates ability to satisfy needs. Product quality is defined
as “fitness for use” or “conformance to requirement. It is seen that to larger extent
sale of product relies on its quality as customer can adjust with the quality. Inferior
quality of product results into rejection of product and customer may tend to switch
over to other brands. Good Quality of cosmetic product includes no complexity to
use a product (easy to apply), instant & expected result, no allergic reaction,
laboratory tested, quick dry and remove, breathable, waterproof, long time stay,
lightweight, durability and so on.

Brand trust
The willingness of a party to be vulnerable to the actions of another party

Perceived value
The consumers overall assessment of the utility of a service based on perceptions
of what is received and what is given

Brand awareness
Brand awareness consists of brand recognition and brand recall. Brand recognition
relates to consumers‟ ability to confirm prior exposure to the brand when given the
brand as a cue. In other words, brand recognition requires that consumers correctly
discriminate the brand as having been seen or heard previously. claimed that brand
equity occurs when the consumer possesses awareness and familiarity with the
brand at high level and hold some strong favourable, unique brand association in

35
memory. Researchers have found out the relationship between purchase decision
and brand awareness

Brand association
Brand association is anything relate to the preference of a brand the simplest and
often most powerful way to profile brand associations involves free association
tasks whereby subjects are asked what comes to mind when they think of the brand
without any more specific probe or cue than perhaps the associated product
category. This factors in brand association assist in the building brands image.
Brand image is seen as the perceptions-reasoned or emotional- consumers attach to
specific brands. Brand image consists of functional and symbolic brand beliefs.

Purchase decision
Purchase decision is a part of consumer decision making process. It is important to
note that there are two prior stages which are information search and evaluation of
alternatives that consumer act consecutively to reach the stage of purchase decision
and brands affect consumer in those stages. After problem recognition phrase,
consumer move to the stage of information search where they would seek
information about price, quality, country of origin, brand and any related issue
according to their motivation

Product design
Product design or store design is considered as the visual appearance of a brand,
which has significantly influenced the consumer perception towards a brand. The
packaging of products helps a brand to attract customers towards their brand to
improve its sales. According to, Thakur & Singh, it can be said that nowadays
cosmetics buyers are becoming more health and fashion conscious while choosing
their cosmetics products.

36
Promotion

Promotion is the main component of a proper market strategy. It is the most

promising way of communication towards the customers. With the help of
appropriate promotional tools, a business organization to able to attract a large
number of customers towards their provided products. Whereas, sales promotion
tools also utilized by most of the organization to support their other promotional
activities such as advertisement and public relation.

Word-Of-Mouth

Word-of-mouth is one of the forms of marketing when customers are fully satisfied
with the provided products of a brand, then they spread their positive experiences
towards the brand. It can be also said that word-of-mouth plays a crucial role to
influence other customers buying behaviour.

Customer’s Satisfaction

Customer’s satisfaction has a direct relation to brand loyalty. Every business

organization has an upright aim to deliver premium quality products at reasonable
price rate to meet their customer demands. In other words, it can be said that
customer’s satisfaction is playing a crucial role in the development process of
brand loyalty. Basically, it is measured as the originator of brand loyalty.

Service quality
Service quality is degree of discrepancy between customers normative expectation
for service and their perception of service performance. In the context of
cosmetics service quality relates to the enthusiasm and responsiveness of the
sales personnel and handling of customer complaints in case of any issue with
product.

37
Store Environment
The store environment was the single most important factor in retail marketing
success and store longevity. Positive attributes of the store, which include store
location, store layout, and in-store stimuli, affect brand loyalty to some extent. If
consumers find the store to be highly accessible during their shopping trip and are
satisfied with the store’s assortment and services, these consumers may become
loyal afterwards. The stimuli in the store, such as the characteristic of other
shoppers and salespeople, store layout, noises, smells, temperature, shelf space and
displays, sign, colours, and merchandise, affect consumers and serve as elements
of product attributes, which may in turn, affect consumer decision making and
satisfaction with the brand.

Suggestions
Performance of cosmetic products both real and perceived affect the purchasing
decisions of the customers. Therefore, companies should account for the
importance of providing high brand quality products at a competitive price if they
want their customers remain loyal to their products. Quality of the product is the
most important factor in increasing brand loyalty. Quality seeking customers are
more profitable for the business in the long run. So, the company should be
focused on the quality of the product in order to sustain the loyalty of their quality
seeking customers. A further research can be extended to other parts of the country
to also establish the determinants of brand loyalty in cosmetic products in those
areas carried out on other determinants of brand loyalty apart from brand price,
trust, satisfaction and perceived value the researcher can carry out a study on how
the store environment in which the cosmetic product is sold affect their loyalty to
the brand. Develop Long-term outlook coupled with Extensive Research and
Development, Continuous Product Innovation, Quality Strategy, Build Brand
Equity by creating the right brand knowledge structures with the right customers,
Brand Extension and Multi-Brand Strategy.

38
Conclusion
The study deals with the perception of brand loyalty towards cosmetic products
in Chennai city. It indicates hole people access cosmetic products. Brand loyalty
frequently for various reasons both personal uses. The success of most businesses
depends on their ability to create and maintain brand loyalty. Companies have
realized that selling to brand loyal customers is less costly than converting new
customers. Brand loyalty provides companies with strong, competitive weapons.
The concept of brand loyalty is so important that managers must give it sufficient
consideration before they plan and implement their marketing strategies. Currently,
the main objective of the market is to establish a strong long-term relationship with
the consumer. This objective is fulfilled only when all their efforts are directed
towards their consumer which helps in strengthening their brand loyalty. This
researcher has stated that only the best quality brand plays the main role over other
brands. Brand Name, Price, Celebrity Marketing, Brand Loyalty Program. Also,
about purchasing any manufacturer before devising any good marketing strategy.
Although brand loyalty is important for any organization because it gives surety
that products will have a strong bond in the minds of consumers and this will
discourage them from switching to another brands, the research here indicated that
it was not easy to obtain and sustain consumer loyalty. Propensity to switch is high
in what appears to be a low-trust environment and a market which is still
developing, with a great deal of churn as new products appear and new opinions
form about them. However, information has been gathered here which should help
in structuring communications campaigns and designing promotional efforts.
Future research in this area will attempt to expand the number of respondents and
to extend the geographical base. Research will also be conducted to measure
perception or customer satisfaction regarding cosmetics products and on in-depth
brand loyalty by considering factors affecting brand loyalty in a variety of ways.

39
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