Measuring the influence of brand loyalty on cosmetics purchase intentions of South African female consumers
Abstract
The general objective of this research was to examine the determinants of brand loyalty in the cosmetic industry in South Africa by measuring the influence of brand loyalty on cosmetics purchase intentions of the South African female consumer. The researcher adopted a descriptive survey research design where questionnaires were used for data collection. Questionnaires were handed over to the respondents and some were sent via email. Data was analysed using descriptive statistics and has been presented using tables. The model was tested amongst a sample of 100 female professionals and 83 questionnaires were received (response rate of 83%). Customer loyalty plays a crucial role in firm’s performance. Over the last three decades, the antecedents of customer loyalty in the cosmetic sector have attracted great interest by academics and practitioners alike. The cosmetic industry is a lucrative business that progressively attracts more attention from marketing research. The highly competitive environment in the cosmetic industry makes a valuable area to study brand loyalty in cosmetic products. Brand loyalty is one of the important aspects which is significant for the management to sustain competitive advantages in the market. In this research, the relationship between brand loyalty and determinants of brand loyalty was unveiled, with a special focus on brand trust, satisfaction, brand price and perceived value. Customer brand loyalty is of prime importance for business organisations. Results of the current study conclude that factors such as brand trust, brand perceived value, brand satisfaction and brand price of a cosmetic product play a very important role in strengthening customer brand loyalty. Long-term success and sustainable reputation of an organisation depend on customer loyalty. This study supports the view that brand trust, brand perceived value, brand satisfaction and price should remain a prime focus for the organisation to maintain market share in today’s competitive business environment. The business whose customers are not loyal to them cannot enjoy a respectable position in the market.
From the data analysis, we can conclude that today’s customers have much awareness of whether a product is giving some sort of value to them or not. To retain the customer for longer period business should focus on how to increase the loyalty of their customers. A customer who is satisfied with the offering and services would be the most loyal customer of the product. Companies should create an atmosphere where if customer shifts to the products of another company he/she should not feel satisfaction as before; thus returns back to the products which he/she used initially. Trustworthiness of the firm also plays an important role in building loyalty towards products/ services provided. A business which gives importance to relationships with customers always enjoys long-term customer retention. The image of particular firm’s products in the market also plays a significant role in promoting customer brand loyalty.
Based on this study, brand perceived value and brand satisfaction have the highest rating as determinants of brand loyalty in cosmetic products. The analysis indicated that the brand loyalty has a positive influence on the purchasing behaviour of the customer and customers are likely to purchase products which they are accustomed to through a strong image and exceeding their expectations. The analysis also indicated that customers were more willing to talk to other customers about the products they have used and were satisfied with their results and thus word of mouth form of spreading positive information and thus creating a good avenue for companies seeking to market their cosmetic products in salons and other places.
The empirical study was conducted among 100 female consumers of cosmetics in Limpopo, Gauteng and Free State. The methodology included the sampling procedure, data collection, questionnaire development and statistical technique. The results were analysed using Cronbach Alpha coefficient and inferential statistics and correlational analysis