INVESTIGATING THE FACTORS THAT INFLUENCES BRAND LOYALTY IN COSMETIC INDUSTRY OF PAKISTAN

Abstract

Purpose To examine the impact of customer perception about brand trust, brand image, perceived quality and brand experience on brand loyalty. Methodology & Design The survey embraced for this investigation involves 3 fragments wherein segment A, bases on respondents' component profile, meanwhile section B is related to the Journal of promoting Management and Consumer Behavior, free issue that are logo image, visible exceptional, value and headway. In area, respondents are expected to address requests in regards to purchaser delight and brand loyalty devotion in the direction of helpful matters. Self-administrated questionnaire is used for the data collection and analysis. Findings Data analysis results took research to partial impact and partial none impact. Among four hypotheses two were accepted and two were rejected. Regression analysis results indicated more than 0.05 significance level for two hypotheses and less for other two hypothesis. Limitations Due to limited time and budget constraints, the data that has been gatheied for the same analysis is majorly from Karachi, Pakistan. Therefore, the results cannot be considered as the generalized opinion of the people of Pakistan. Moreover, this study cannot be the same for the people living in different areas, cities, and countries.Recommendations Cosmetic brands can ask and get feedback from the customer that what they want to improve in the product and make that changes in the product to influence brand loyalty. With improved product quality consumers will be purchased the product even if it is costly as customers are satisfied with the product. Also, while making any purchase the brand image also acts a vital role.