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A study on the effect of brand characteristics on brand loyalty of cosmetic products among the female consumers in tirunelveli city

Author: 
Dr. Ravi, P. and Subhalakshmi R.
Subject Area: 
Social Sciences and Humanities
Abstract: 

This study aims at identifying the factors that influence Brand Loyalty of cosmetic products in Tirunelveli city. Many factors were identified in prior researches such as brand name, product quality, product design, price, store environment, promotion, service quality, expiry date, purchase decision and so on. This study aims at focusing only six major factors that is to say, brand name, product quality, product design, price, store environment and promotion. The population of the study comprises of all female consumers of Tirunelveli city. The sample of 120 female consumers is randomly chosen from important vicinity of the city. The data is collected using a structured questionnaire. Descriptive statistics, one way Anova and Pearson correlation are used to analyze the data. The findings signify that the factors brand name, product quality, product design, price and store environment have significant relationship with brand loyalty. The factors product quality and brand name have the highest impact on brand loyalty of cosmetics, whereas price has the lowest impact on it.

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