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International Journal of Advanced Scientific

Research & Development e-ISSN: 2395-6089
p-ISSN: 2394-8906
Vol. 05, Spl. Iss. 03, Ver. I, Sep’ 2018, pp. 157 – 163

ANALYSIS OF BRAND LOYALTY OF COSMETICS IN

THANJAVUR DISTRICT
M. Jayalakshmi1*
1 Assistant Professor, Dept., of Commerce, SKSS Arts College, Thiruppanandal, Tamil Nadu.

ARTICLE INFO ABSTRACT

Article History: The history of cosmetics spans at least 1000 years of human
Received: 01 Sep 2018; history and almost every society on earth. In this modern
Accepted: 06 Sep 2018; world, the use of cosmetics became prominent in the Middle
Published online: 12 Sep 2018.
Ages, typically among members of the upper classes. The
success of a firm depends largely on its capability to attract
Key words:
consumers towards its brands. In particular, it is very critical
Brand Loyalty,
Brand Name, for the survival without the brand. The younger generation
Cosmetic Products. today is fashion dominated and would like to be referred as
style icon. In fact, their needs now no longer remain latent
due to availability of various cosmetic products. Cosmetic
industry is a 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. Building a
strong brand loyalty is one of the important aspects which is
significant for the management to sustain in the competitive
market. This study analyses a particular cosmetic brand
which is popular and regular stuff of youth’s basket
irrespective of any purpose. For data analysis and testing of
hypothesis, Chi-square test & descriptive statistics have been
used.
Copyright © 2018 IJASRD. This is an open access article distributed under the Creative Common Attribution
License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original
work is properly cited.

INTRODUCTION
Brand loyalty is a scenario where the consumer fears purchasing and consuming
products from another brand which he does not stress. It is measure through methods like
word of mouth publicity, repetitive buying price insensitivity, commitment, brand trust,
customer satisfaction etc. Brand loyalty is the consumer conscious or unconscious decision
expressed through intention or behaviour to repurchase a band continually. It occurs
because the consumer perceives that the brand offers the right product feature, image or
Cite this article as: Jayalakshmi, M., (2018, September). Analysis of Brand Loyalty of Cosmetics in Thanjavur District.
Paper presented at the International Conference on Contemporary Issues in Business – A Global Perspective (CIBAGP–18),
held in Swami Dayananda College of Arts & Science, Manjakkudi, 05 (03/I), pp. 157 – 163. Nedungadu, PY, IND, International
Journal of Advanced Scientific Research & Development (IJASRD).
* Corresponding Author: M. Jayalakshmi, jayasiva15@gmail.com
 Analysis of Brand Loyalty of Cosmetics in Thanjavur District

level of quality at the right price. Consumer behaviour is habitual because habits are safe
and familiar. In order to create brand loyalty, advertiser must change consumer habits help
them to acquire new habits and reinforce those habits by reminding consumers of the value
of their purchased and encourage them to continue purchasing those products in the future.
The image surroundings a company’s brand is the principle source of its competitive
advantage and is therefore the valuable strategic assets, Unfortunately many companies
are not adopting in disseminating a strong, clear message not only distinguish their brand
form the competitors, but distinguishes it in a memorable and positive manner the
challenge for all brands is to avoid the pitfalls of portraying a muddled or negative image
and instead, create a broad vision or identity that recognizes a brand as something greater
than set of attributes that can be imitate or surpassed. In fact, a company should view its
brand to be not just a product or service. But as an overall brand image that defines a
company’s philosophies. A brand needs more than identity it needs a personality.
Cosmetic industry is an industry that progressively attracts more attention in the
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 trust, brand price
and perceived value. The general objective was to examine the determinants of brand
loyalty in cosmetic industry in Thanjavur district. The specific objectives were to determine
the effects of brand price, to assess the effects of brand trust, to establish the effect of
perceived quality on brand loyalty. The researcher adopted a descriptive survey research
design where questionnaires were used for data collection. Data was analyzed using
descriptive statistics and has been presented using tables.

1.1 Cosmetics Products

Generally cosmetic products are referred as care substances which can be made of
chemicals compounds or natural substances to enhance appearance and odour of human
body. These cosmetic products beautify human appearance; today cosmetic products are in
great demand because of self consciousness & self personality aspects which are closely
linked with human life.
Cosmetic products have currently modernized in the Indian society and eventually
Indian consumers especially in the young and middle age people who have now started
adopting various cosmetic brands like Himalayas, Lakme, Fair and lovely, Elle 18, VLCC
and Lotus etc.

1.2 Brand Loyalty

Brand Loyalty Brand loyalty indicates preference to one brand by consumer over
other brands. Customer will closely be associated with a particular brand and less chancing
of switching over to other brands Brand loyalty consists of consumer’s commitment to
repurchase or continue to using the same brand and also the extent of the faithfulness of
consumers to a particular brand, expressed.
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(Bank Management), Commerce (CA), Swami Dayananda College of Arts & Science, Manjakkudi

1.3 Brand Name

Famous brand names can disseminate product benefits and lead to higher recall of
advertised benefits than non-famous brand names (Keller, 2003). 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 (Kohli & Thakor, 1997).

1.4 Review of Literature

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 that brand awareness has the highest impact on
brand loyalty and L’Oreal consumers are more than other brands.
Anjali Sharma et al. (2013), made an attempt to investigate the impact of brand
loyalty on consumer buying behaviour for beauty products and aspects involved while
purchasing cosmetic products. Majority of respondents opined that quality is the most
important factor at the time of purchasing of the beauty products followed by brand and
price. However, small group of women feel packaging is the key factor for decision making.
Researchers concluded that these factors are generally responsible for switching to other
brands and friends are the most powerful reference group. K. G. Sankaranarayanan &
Nandakumar Mekoth (2014) found significant difference between the usage and attitude of
the clusters. This analysis resulted into the formation of three clusters viz. 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.

1.5 Statement of Problem

Recent cosmetic industry necessitates a marketer to know the current trend of
Indian cosmetic brands among youth. The present study reveals that cosmetic industry is
really doing well and it is lagging behind due to the influence of cultures, aggressive
marketing of cosmetic brand and concern for own beauty and personality.

1.6 Objectives of the Study

 To know the brand preference of respondents in cosmetic products
 To identify the brand (cosmetics) awareness of the respondents
 To know the portion of male and female respondents usage in cosmetic market
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 Analysis of Brand Loyalty of Cosmetics in Thanjavur District

RESEARCH METHODOLOGY
Data for this study are collected through both the primary and secondary data .The
sample size for this study is 110. Convenience sampling has been used for the collection of
data.

2.1 Statistical Tool

For analysis and testing of hypothesis Chi-square test and simple percentage
analysis have been used by the researcher.

2.2 Limitations of the Study

 Only 110 respondents are taken for the study among the entire population
 This Study restricts only to particular area in the district
 Time is a major constraint

ANALYSIS OF DATA
3.1 Demographic Profile of the Respondents
Table – 1: Age, Gender and Domicile wise Distribution
Age Group Frequency Gender Frequency Domicile Frequency
18-24 85 Male 45 Urban 76
25-30 20 Female 65 Rural 34
31-34 04
35-40 02
Total 110 110 110

Table – 2: Marital Status, Education and Occupation wise Distribution

Marital
Frequency Education Frequency Occupation Frequency
Status
Married 79 SSLC 06 Students 91
Unmarried 29 HSC 05 Professionals 11
Others 02 UG &PG 99 House Wives 08
Total 110 110 110

Table – 3: Monthly Family Income wise Distribution

Income Below `5,001- `10,001- More than

Total
Group `5,000 `10,000 `20,000 `20,000
Frequency 08 09 11 82 110
Source: Primary Data
From the above table it is inferred that 20 respondents belong to the age group of 25-
30 years, 04 of them belong to the age group of 31-34 years. 79 respondents are married and
29 of them are unmarried, 99 respondents are Graduates and Post-Graduates, 06 of them
are SSLC and 5 are HSC. 91 respondents are Students, 11 are Professionals and 08 of them
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Jointly organized by PG & Research Department of Commerce, Business Administration, Commerce
(Bank Management), Commerce (CA), Swami Dayananda College of Arts & Science, Manjakkudi

are House-wives. Monthly family Income below `5,000 are 08, above `10,000 are 11 and
more than `20,000 are 82 respondents.

Table – 4: Influence of Purchase Decisions

Purchasing Decision influenced Frequency Percent
Friends 76 69.09
Parents 12 10.91
Relatives 02 1.82
No advice is required 20 18.18
Total 110 100
Source: Primary Data
Table 4 shows that 69.09% of respondents’ purchase decisions are influenced by
friends, Moreover purchase decision of 1.82% of respondents are influenced by relatives.
However, 18.18% of respondents do not require anybody’s advice.

Table – 5: Brand wise Classification of Respondents (Male & Female)

Brands Male Female Total
Lakme 06 104 110
Garnier 04 106 110
VLCC 14 96 110
Lotus 09 101 110
Elle 18 02 108 110
Ponds 26 84 110
Himalaya 38 72 110
Fair & Handsome 104 06 110
From the above table 5 which is inferred from among 110 respondents, majority of
the females are using Elle 18, Lakme and Garnier products. 104 men respondents are using
Fair & Handsome.

Table – 6: Opinion about Price Level of Product

Opinion No. of Respondents Percent
High 77 70
Low 21 20
Reasonable 12 10
Total 110 100
Table 6 shows that 70% of the respondents feel that price level of the cosmetics is
high, 20 % feels that price is low and 10 % feel that price level is reasonable.
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 Analysis of Brand Loyalty of Cosmetics in Thanjavur District

Table – 7: Chi-square Tests Domicile of Consumers and Annual Spending of Consumers on

Cosmetic Products are Statistically Independent Variables
Chi
Critical
Hypothesis Variables square Df
Value
value
Domicile of consumers and annual
H01 spending of consumers on cosmetic 1.1516 4 9.49
products
The above table 7 shows that Chi Square value falls in the acceptance level (i.e.) the
computed value of Chi Square 1.1516 at 5% significance level is lesser than the critical
value (9.49). So, null hypothesis is accepted. It means that domicile of consumers (urban &
rural) & their annual spending on cosmetic product is statistically independent variables.

FINDINGS
 18.18% of the respondents belong to the age group of 25-30 years.
 71.81% of the respondents are married.
 90 % of the respondents are Graduates and post graduates
 82.72% of the respondents are students who are using highest cosmetic products
 98.18% of the female respondents prefer Elle 18 brand
 69.09% of the respondents influenced their purchase decision through friends.
 70% of respondents feel price level is high.
 The relationship between domicile of consumers and annual spending of consumers
on cosmetic products is statistically independent variables.

CONCLUSION
The marketers dream is to create a strong connection with consumers and to have a
long term relationship. This dream can only come true if his efforts are completely diverted
towards those factors which are responsible for building a brand loyalty. This analysis has
reported that excellent quality factor plays a key role over other factors viz. brand name,
price, celebrity marketing, brand loyalty programme. Besides this, cosmetic manufactures
are required to understand thoroughly the buying behaviour before implementing any
marketing strategy.

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Jointly organized by PG & Research Department of Commerce, Business Administration, Commerce
(Bank Management), Commerce (CA), Swami Dayananda College of Arts & Science, Manjakkudi

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