ALLANA MANAGEMENT JOURNAL OF RESEARCH, PUNE - Volume 7, Issue 1, January 2017 - June 2017

Pages: 14-18
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COMPARATIVE STUDY OF IMPACT OF BRAND LOYALTY ON BUYING BEHAVIOR IN DIFFERENT CATEGORIES OF WOMEN CONSUMERS WITH

RESPECT TO MAKE-UP COSMETICS IN PUNE CITY

Author: Ms. Mukhta Shrivastav

Category: Marketing Management

Abstract:

Brand loyalty is an essential concept of strategic marketing as it can lead to marketing advantages such as developing favorable responses by word of mouth and also providing greater resistance against brands of the competitors. (Dick Basu, 1994). Specifically in cosmetics industry, brand loyalty plays a very vital role.

Much has been talked about all these issues viz. future of cosmetic industry in India, the impact of foreign players on the domestic players etc. But we should not forget that customers are the final recipient of all marketing actions. No marketer can ever be successful until and unless it is able to understand the buying behavior of the end users. Hence, this research aims at understanding the impact of brand loyalty on the buying behavior in three different categories of women consumers with reference to make-up cosmetics in Pune city.

Quota Sampling has been used to select 600 respondents from three different categories viz. Student (200), Working Women (200) and Housewife (200). Correlation Analysis has been used to analyze the data using Microsoft Excel.

This study should be of valuable use to marketers as they would be able to judge how the brand loyalty influences the buying behavior of different women, and in turn, would build different strategies to deal with different set of customers.

KEYWORDS

Brand Loyalty, Buying Behavior, Cosmetics, Women Consumers