Brand Loyalty and Its Effect on Buying Behaviour of Selected Cosmetic Product in UK

Brand loyalty and its effect on buying behaviour of selected cosmetic
product in UK
Through this investigation it can be concluded that
with increasing use of online platform several
challenges are being arises in front of retailers such
as change in customer demand, increasing
competition, quick brand switch etc. But these can
be resolved by making right use of digital
technology and building up better relationship with
the customers. For this the retailers must use social
media marketing as a tool of digital marketing
which allow them to have a direct interaction with
customers along with providing more personalised
services to customers and resolving their queries on
timely manner.
Conclusion
Kuchinka, D.G., Balazs, S., Gavriletea, M.D. and
Djokic, B.B., 2018. Consumer attitudes toward
sustainable development and risk to brand
loyalty. Sustainability, 10(4), p.997.
Mabkhot, H.A., Shaari, H. and Salleh, S.M., 2017.
The influence of brand image and brand
personality on brand loyalty, mediating by brand
trust: An empirical study. Jurnal Pengurusan
(UKM Journal of Management), 50.
Abd Aziz, N. and Ngah, H., 2019. The effect of self
expressive value and perceived value on Malaysian
cosmetic brand loyalty: the mediating role of brand
identification & word of mouth. Asia-Pacific
Management Accounting Journal, 14(1), pp.151-
178.
Kumar, R., 2019. Research methodology: A step-
by-step guide for beginners. Sage Publications
Limited.
Reference
Cosmetic industry is one among the highly
demanded sector which help people in maintain
their well being and external appearance of body.
This industry mainly offer product for nourishing
and maintain the better condition of skin and hair
even within changing climatic condition. In this
sector the brand loyalty plays a significant role as
people do not easily use cosmetics of any brand as
it is connected wit their concern to healthy care of
their body. So, the brand on which they trust and
known from years are only being consider to be
used and also suggest others which reflect their
brand loyalty toward brand.
Aim
'A Study of Brand loyalty and its effect on buying
behaviour of selected cosmetic product in UK’.
Objectives
To know the extent of Familiarity of Sample
Respondents regarding concept of Brand Loyalty
To analyse the Perceptions of the Sample
Respondents about the Meaning and Definition
of Brand Loyalty
• To measure the Level and Study the Pattern of
Brand Loyalty for Skincare Cosmetics Products
among Women Skincare Cosmetics Buyers/
Consumers in the state of UK.
INTRODUCTION
Concept of brand loyalty
Kuchinka, D.G., Balazs, S., Gavriletea, M.D.
and Djokic, B.B., 2018, stated that brand loyalty is
considered to be a tendency of customers for
having a continue purchasing of one brand’s
product over the another. This type of customers
behaviour shows that a brand has maintain a
relationship of trust and confidence with the
customer and now they are wiling to remain
connected with brand. Loyalty is considered to
hold a greater significance to businesses as it helps
in bringing a repeat purchase by customers, create
more referrals and brings higher revenue. Other
than this having a strong and loyal customer base
allows a business to give it a chance to achieve
competitive advantage and sustainability at
marketplace.
Impact of brand loyalty over buying
behaviour of consumers
As per the perception of Mabkhot, H.A., Shaari,
H. and Salleh, S.M., 2017, the brand loyalty is
marked over the aware as well as unaware decision
of consumers which they express with their
intension of making repurchase over a particular
brand. The customers usually get loyal to a brand
when they get most satisfactory services and value
from their product usages. A customer remains
loyal to a brand because of high switching barrier
that customers usually face which are related with
the economical, psychological and technical factor.
Background
From the analysis of data, it has been found that the
brand loyalty is act as a ladder for a cosmetic brand
to reach at heights. As in context of cosmetic
products women are more likely to choose the
product to which they can introduced through their
reference group. This is so because the brand
loyalty plays a significant role within the success of
a brand and also plays a major role in influencing
the purchasing behaviour of customer.
Results
Methodology
The methodology consists a description about set
of tools and methods that are consider by
investigators to perform research. Within current
study the following tools are used,
The positivism philosophy will be considered for
this study which support ion gathering and
analysing the quantified information to provide
most valid and accurate information as per the
view of research area.
For executing this study appropriately, the
quantitative type of investigation method is used
which help in collecting the numerical facts and
figure about the brand loyalty that can be seen
among the women in UK who are using
particular cosmetic product.
Implication
With the help of information gathered through this
research the several tactics and strategies will be
imposed while interacting as well as offering the
cosmetic product to Women within UK. This will
support in creating brand loyalty among customers
toward their brand in order to achieve greater success
at marketplace.
This in turn make it difficult for the customers to
change their product brand and other reason
remains that customers remain loyal as they get
satisfied with brand which make them continue the
relation with brand so they remain constant in
buying products.
Benefit of brand loyalty over skincare cosmetic
in UK
According to Abd Aziz, N. and Ngah, H., 2019, the
skincare cosmetic industry is one which experience
a greater brand loyalty among its customers and
usually have less chances of brand switching.
This is the major fear among women which keep
them loyal to the brand whose product remain
suitable to them and also provide valuable
experience. Therefore, the brand loyalty is a major
factor behind the success of a cosmetic brands
within UK industry as loyalty of customers help the
brand in growing and expanding its customers base
within the industry.
This help in ensuring that answers to the
research questions can be given in more accurate
manner by quantifying the outcome of
investigation.
The data for this research will be gathered using
primary sources using questionnaire by taking
women above the age of 18 years from four cities
of UK i.e. Oxfordshire, Kent, Hertfordshire, and
Bedfordshire, as sample using convenient
sampling method.
This is so because the cosmetic industry is
increasing speedy which in turn also creating a
greater competition but they remain ineffective until
it creates a loyal customer base. Hence by maintain
a loyal customer base a brand can enhance its
market presence and also become able to influence
the purchasing behaviour of its customers.