A study on determinants of brand loyalty among Males towards cosmetic products

Abstract

In today s modern era, looking good is no longer restrained to females. The influence of media and other marketing stimuli have motivated males to adapt themselves to new lifestyles and newlineattitudes. Meanwhile, physical attractiveness is essential to everyone since it always contributes newlineto enhancing self-confidence. There has been rise in the number of males becoming more aware about how they could align with their ideal appearances. Males no longer hesitate to utilize cosmetics. This rising attention has indicated that there is a paradigm shift in the demand of newlinecosmetics by males and rise in the worldwide phenomenal boom of men s grooming market. newlineAlthough compared with women s cosmetics industry the Indian male cosmetics market is a specialized niche, still the competition among different brands is keen due to the market s newlinediversity and growing potential. A significant number of popular brands have successfully built newlinetheir positions based on their own differential advantages. Till now limited research has been newlineconducted in the domain of Indian men s consumption behaviours and attitudes towards newlinegrooming products. For some cosmetic companies, the sales of male targeted range failed to newlineachieve expected growth due to the lack of studies. This study focuses on identifying various newlinefactors that affects the brand loyalty of the male cosmetic users. This study examines the newlinedemographic profile of the respondents. The respondents were primarily from the five major newlinecities of Chhattisgarh state. These cities ate Raipur, Bilaspur, Rajnandgaon, Durg and Bhilai.To identify the determinants literature review is done and major factors affecting the brand loyalty is determined. These factors are Brand image, Perceived quality, Price , Promotion and newlineCustomer satisfaction. The research work considers targeted sample size of 647 which newlinecomprises of the male cosmetic users. The response was derived from the survey through well designed structured questionnaire based on Likert s scale. The reliability was tested using Cronbach Alpha values