SOP 1

 Work conducted by (Farris et al.,2010) depicts that the purchase decisions made by consumers
on a cognitive level are influenced significantly by the brand image and its awareness amongst
the target market. Research also provides that brands that have a higher level of associated
brand image and awareness amongst the consumer are likely to be purchased again and again
by consumers. (Hoyer, Wayne, D., & Steven P. Brown,1990).
 Therefore specifically for inducing repeat purchase behavior in the consumers, brand awareness
can be considered as a significant contributor Macdonald, Emma, K.,& Byron M. Sharp,2000).
 Many analysts have seen brand awareness as a component that assumes a basic part in
consumer’s decision of brand. In (Lin and Chang, 2003), the consequence of their study secured
that brand awareness had the most effective impact on purchasers buy decision. (Hoye&
brown,1990) as referred to by (Lin and Chang, 2003) their study analyzed the significance of
brand awareness in consumers decision making process and they figured out that brand
awareness was an essential element.
 It was revealed from the study that media which is traditional media and new media (social
media) positively influence the brand awareness.
 In our country, annually 15-20% of cosmetics market is reportedly growing. Comparing to other
beauty products, demand for skin whitening is driving the trend. As consumers’ awareness
about their appearance and beauty results in the increasing demand of cosmetic and beauty
products in the market.

SOP 2

Companies can decrease the level of customer dissonance by creating a positive brand popularity
about the product. Companies have to focus on promotional techniques in order to increase the
positive brand popularity. Positive brand popularity will help the customer to at least enter in the
purchase process by decreasing the pre-purchase dissonance in customer’s mind. Brand popularity
can be created by different promotional activities as most of the companies are spending a lot of
their revenue in promotions of their product (SOP 2)

SOP 3

 Parameters’ appreciation for the model was measured at significance levels. The results of
this study are consistent with previous studies. Positive impact of brand image was proved
and confirmed by (Arslan&Altuna,2010) and previous researches such as (Fitzsimon et
al.,2008). This theory illustrate that the unintentional involvement procedures happen in
majority of the marketing communications tools to expose a brand (Cianfrone et al.,2008).
(SOP3)
 This study reveals that various factors like quality, brand, price, advertisement and
packaging have tremendous influences on consumer purchasing behaviour. (SOP 3)
 Consumer’s cosmetic consumption depends on different attributes like Price, Quality, Brand
name, Brand loyalty and Labeling. All these attributes now become a new trend in the
 market. Currently, people are falling for quality, branded and cheap priced products. Early
day’s price was the only factor in the mindset of people. But now, all these factors have a
major role in dominating the market.
 Through this study, it was identified that the five factors, quality product, product price,
brand name, product packaging and advertising have greater impact on customer buying
decision. Consumers go through the rigorous thought processing making their buying
decisions, since there are alternative products which compete in the areas close proximity,
relatively cheaper price, quality, etc. Brand, Quality and price are one among the strong
competing factors in the decision making process. When it comes to beauty products, it is
even more intense that all the five factors play a major role in consumer buying decision.
(SOP 3)
 It is the dream of any marketer 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 researcher 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 behavior before implementing any marketing strategy. (SOP3)

SOP 4

New products can increase awareness in the marketplace amongst consumers through a number of
different strategies employing new as well as traditional media. Traditional media based advertising and
promotions using ATL techniques have the widest reach in the market but can be expensive to manage
for new products. As a result new BTL launch techniques,(Salcido T.,2011), are innovatively employed by
businesses to introduce new brands into the marketplace in a more personal way in which consumers in
the market can relate to the new brands more effectively while reducing the overall costs incurred.
Popular new media strategies that are being employed by businesses include using internet and mobile
based network marketing strategies. (Jenkins, H., 2006). (SOP4)