Cosmetics brand allegiance of women consumers

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Price and promotion is the chief P’s of cosmetic market. Retaining customer is a challenging task for each marketer. The study investigates the demographic factors and their association with cosmetic brand preference.

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International Journal of Management (IJM) Volume 7, Issue 7, November–December 2016, pp.257–264, Article ID: IJM_07_07_027 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=7&IType=7 Journal Impact Factor (2016): 8.1920 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 © IAEME Publication COSMETICS BRAND ALLEGIANCE OF WOMEN CONSUMERS Dr. Amandeep Kahlon Virk Assistant Professor, Budha College of Management, Ramba, Karnal ABSTRACT Brand allegiance is completely a new concept in consumer market which refers to commitment towards a brand. Lots of brands are available in the market and today’s modern women prefer to buy a brand which carries a big name, fame and style. Price and promotion is the chief P’s of cosmetic market. Retaining customer is a challenging task for each marketer. The study investigates the demographic factors and their association with cosmetic brand preference. In order to analyse data and testing underling hypothesis chi-square test has been used. The findings suggest that there is a strong association between Occupation, Income & residential location and their brand preference and good association is found between brand name preference and price of brand. Lakme is found to be most preferable brand among women. Key words: Brand, Allegiance, Market, Preference and Cosmetics Cite this Article: Dr. Amandeep Kahlon Virk, Cosmetics Brand Allegiance of Women Consumers. International Journal of Management, 7(7), 2016, pp. 257–264. http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=7&IType=7 1. INTRODUCTION Branding is the practice of identifying a product or line of products by a special name or symbol. Every product or service that exists has a name. That name is turned into a brand by infusing in it some distinction. A brand is a name term, sign, symbol or design or a combination of those elements used to identify a company’s goods or services to consumer and to differentiate them from the product or services of the competitors. Brand name must be meaningful and pronounceable in all relevant languages, otherwise firms will find that they are unable to use well known local names as they expand abroad. In order to get success in this competitive era a brand should live in mind and heart of a customer. According to a study by Mademoiselle Magazine, today’s females are “more likely to know what brands they want before they go shopping” (Parks, 1997). The concept of ‘loyalty’ is not a new concept: it has been in practice for many centuries. In past, ancient Roman Empire had often used the concept of loyalty for their army. In 21st century, marketers are trying to capture market share and profits with the help of a loyal customer base. Loyalty, in day- to-day life, implies an unselfish belief in products/services. Loyalty also suggests monogamy: one choice above all others. http://www.iaeme.com/IJM/index.asp 257 editor@iaeme.com
Dr. Amandeep Kahlon Virk 2. REVIEW OF LITERATURE Priyanka P. and Krishnaveni R. (2016) investigated perception of women consumer towards branded cosmetics. The findings of the study indicate that marketer should focus on brand image attributes, quality and benefits in their effort to achieve customer satisfaction and loyalty. By maintaining and strengthening the brand image and values, it will position the brand positivity in the minds of customers. Parmar M. K. Sushil (2014) conducted a study on brand loyalty for cosmetic products among youth aimed to find out a particular cosmetic brand which is popular and regular stuff of youth’s basket irrespective of any purpose. The study found that brand loyalty has no significant association with gender and domicile. Annual spending on cosmetic products and domiciles of youth are statistically independent. Excellent quality of a cosmetic brand was highly ranked by majority of respondents followed by need satisfaction and brand name. Sundry, R. (2014) conducted a study on brand consciousness of women consumers. The study was aimed to study the level of brand consciousness existing among women consumers and its affect on family buying behaviour. The study revealed that women of old age have high brand consciousness due to their experience with their favorite brand compared to middle aged women. High brand consciousness is found among consumers employed in private organization. Yousaf, Usman et al (2012) tried to identify the brand loyalty and affirmed that brand credibility, brand awareness, brand association, perceived quality and product knowledge are important to build brand loyalty. Findings of the study disclosed that there is a positive relation between brand credibility, brand awareness, brand association, perceived quality, product knowledge (independent variables) and brand loyalty (dependent variables). It has also been found that brand awareness has the highest impact on brand loyalty and L’Oreal consumers are more brand loyal in comparison to other brands. Khraim S. Hamza (2011) in the study influence of brand loyalty on cosmetics buying behaviour of UAE female consumers, the study indicated that brand name has shown strong correlation with brand loyalty. There is positive and significant relationship between factors of brand loyalty (brand name, product quality, price, design, promotion, service quality and store environment) with cosmetic brand loyalty. 3. RESEARCH METHODOLOGY Descriptive research design was used for the study. Primary and Secondary sources were used to collect data. Primary data was collected with the help of well structured and pre tested questionnaire. 200 women customers from rural and urban area (100 each) constitute the basis of the sample. Convenience sampling method was used to collect necessary data. Chi-square test was used to analyse the data and to draw logical and scientific inferences. 3.1. Research Objectives • To analyse the demographic profile of the cosmetics using customers; • To study the association between brand preference and demographic characteristics of women consumers. 3.2. Research Hypotheses Hypothesis is usually considered an integral part in research process. It means an assumption or some supposition to be proved. It is a tentative theory a supposition adopted to explain certain facts and guide the investigation process. The Null hypothesis assumed for the analysis of the data includes the following: • There is no association between Occupation and Brand preference of cosmetic. • There is no association between Income and Brand preference of cosmetic. • There is no association between Resident location and Brand preference for cosmetic. • There is no association between Brand name preference and price of brand. http://www.iaeme.com/IJM/index.asp 258 editor@iaeme.com
Cosmetics Brand Allegiance of Women Consumers 4. DATA ANALYSIS AND INTERPRETATION 4.1. Respondent’s Profile 4.1.1. Age group Age distribution being one of the most important demographic variable. An attempt was made to classify the respondents on the basis of their age group. According to rural and urban areas the age structure is given below in table 4.1 Table 4.1 Age-wise classification Age No. of Respondents Group Rural Urban Overall % No. % No. % 3 3 4 4 7 3.5 Total 100 100 100 100 200 Table: 4.1 project that those respondent’s in the age group of 25-35 years dominate the sample. Since the researcher has taken open-ended class interval for classification of age, median age was the most appropriate measure of central value accordingly the median age was: (a) Rural 30 yrs. (b) Urban 28.75 yrs. (c) Overall 29.4 yrs. 4.1.2. Marital Status Traditionally the family has been the focus of the most marketing efforts and for many products and services. The household continues to be the relevant buying units. Taking this into consideration an attempt was made to classify the respondents on the basis of their marital status, the marital status wise classified categories include married and unmarried respondents. It was observed that total of 112 married and 88 unmarried respondents were there. Table 4.2 Marital status-wise classification Status Rural Urban Total Married 60 52 112 Unmarried 40 48 88 Total 100 100 200 The classification according to area and marital status is given in table 4.2 and to test the hypothesis that there is no relationship between area and marital status (2*2) contingency table was used for test. Calculated value of is 0.898 , Table value of for 1 degrees of freedom at 5 %level of significance is 3.841 As Calculated value of chi-square is less than Table value so Null hypothesis is accepted. http://www.iaeme.com/IJM/index.asp 259 editor@iaeme.com
Dr. Amandeep Kahlon Virk 4.1.3. Occupation-wise Classification Occupation is one of the most important demographic variable which influence the buying pattern of the buyers .Keeping this in view an attempt was made to classify the respondents on the basis of the occupation, Since it was a onetime study based on cross sectional data the effect of period and season was not considered at any stage. For this purpose, the occupation wise classified categories of the respondents included govt. employee, private employee, business, students, house wife and self employed categories. The distribution of respondents according to professional information is depicted in Table 4.3 Table 4.3 Occupation-wise classification Occupation No. of Respondents Percentage Govt. Employee 42 21 Private Employee 50 25 Business 40 20 Student 30 15 Housewife 20 10 Self Employed 18 9 Table 4.3 indicates that the respondents of private employees’ category dominate the sample as they constitute 25% of total respondents. 4.1.4. Income-wise Classification Income simply indicates the capacity of the buyer to buy a product. Product choice is greatly affected by ones economic circumstances. People economic circumstances consist of their disposable income, saving, assets, borrowing power and attitude towards spending versus saving. Keeping this in mind, an attempt was made to classify respondents on the basis of their income. Annual income wise classification is presented in Table No. 4.4 Table 4.4 Income-wise classification Annual Family No. of Respondents Overall Income (Rs.) Rural Urban 26 50 76 Since the classification was based on the open ended class interval, accordingly the median Income was; (a) Urban 1,50,000 Rs. (b) Rural 1,20,000 Rs. (c) Overall 1,30,000 Rs. 4.1.5. Family Structure The family structure was classified into two dictomous classes’ namely (a) Joint family (b) Nuclear family. It was interesting to know that majority of respondents belong to Joint family category. The proportions are shown in Table 4.5 http://www.iaeme.com/IJM/index.asp 260 editor@iaeme.com
Cosmetics Brand Allegiance of Women Consumers Table 4.5 Family Structure Family Structure Respondents Overall % Rural Urban Nuclear 35 45 80 40 Joint 65 55 120 60 Total 100 100 200 100 Table indicates that 40% respondents belong to Nuclear family and 60% were from joint family. 4.1.6. Educational Status An attempt was made to identify academic profile of the respondents. It is appropriately believed that preference of customer for a product is closely related to their level of education. The education level wise classification of categories include below Matric, Matric, XII, Graduate, Post Graduate and above, as described in Table No. 4.6 Table 4.6 Educational qualification wise classification Qualification No. of respondents Rural Urban No. % No. %
Dr. Amandeep Kahlon Virk Table 4.7 Association between occupation and brand preferences Occupation Cosmetic Brand Ell 18 Revlon L’Oreal Maybelline Lotus Lakme Others Total Govt. 16 2 6 4 0 12 4 44 Employee Private 4 12 2 6 0 14 4 42 Employee Business 6 4 8 6 0 18 8 50 Student 10 0 12 0 0 8 0 30 House wife 2 4 0 12 0 0 2 20 Self 4 4 0 2 4 0 0 14 Employed Total 42 26 28 30 4 52 18 200 =152.70 Table:4.7 states that 52 respondents out of 200 prefer Lakme brand in which 18 business women, 14 private employees, 12 govt. employees, 8 Students followed by Ell 18 i.e. 42 respondents. Here chi-square test has been used to test the independence. The null hypothesis was there is no association between Occupation and Cosmetic Brand preference. Calculated chi-square value is 152.70 and Table value of chi- square is 43.773 at Degrees of freedom 30 and Level of significance 5%. Calculated value of chi-square is greater than table value hence the null hypothesis is rejected. It can be inferred that the preference is depending upon the occupation. 4.2.2. Association between Income and Brand Preference Income of the buyers directing influence the preference in other income, saving, credit and assets are the elements of the person’s purchasing power. Keeping this in mind association between income and brand preference for cosmetics has been taken into Account. Classification of income and preference has been shown in table: Table 4.8 Association between Income and brand preference Income Cosmetic Brand (Rs) Ell 18 Revlon L’Oreal Maybelline Lotus Lakme Others Total 14 2 10 12 0 30 8 76 Total 40 22 32 28 6 50 22 200 = 66.9 Table: 4.8 revealed that 76 respondents has income above Rs. 150000 and prefer Lakme brand. Here chi- square test was used to test the hypothesis. The null hypothesis is; there is no association between Income and Brand preference of cosmetics. Calculated chi-square is 66.9 and Table value; 28.869 at Degrees of freedom 18, level of signification 5%. The calculated value is greater than table value. So null hypothesis is rejected. The study indicates that there is good association between Income and Brand preference. http://www.iaeme.com/IJM/index.asp 262 editor@iaeme.com
Cosmetics Brand Allegiance of Women Consumers 4.2.3. Association between Residential Location and Brand Preference As discussed earlier the different strata according to Residential location i.e Rural, Urban has got significant role to play in the perform for the different products. It is therefore essential to study area specific demand preference for such products. In the present study the stratification of area according to Rural, Urban and its association with different brands of cosmetics was studied in the following tables; Table 4.9 Association between residential location and brand preference Resident Cosmetic Brand Area Ell 18 Revlon L’Oreal Maybelline Lotus Lakme Others Total Rural 24 16 6 16 4 20 14 100 Urban 18 14 18 10 0 28 12 100 Total 42 30 24 26 4 48 26 200 = 14.53 A perusal of data in Table:4.9 shows that 100 people out of 200 are from rural area out of which 24 prefer Ell 18 ,16 Revlon, 6 L’Oreal, 16 Maybelline,4 Lotus,20 Lakme,14 Others and 100 from urban area out of which 18 prefer Ell 18, 14 Revlon, 18 L’Oreal, 10 Maybelline, 0 Lotus, 28 Lakme, 12 Others. Chi- square test was used to test the hypothesis. The null hypothesis is there is no relation between Resident location and Brand preference for cosmetic. Calculated chi-square value is 14.53 and Table value is 12.592 at Degrees of freedom 6 and Level of signification 5%. Calculated value > Table value, So null hypothesis is rejected. The study indicates that there in good association between Location and Preference for cosmetic brand. 4.2.4. Brand Name and Price Loyal customer is that who is strict to a particular brand. They may not like to switchover to another brand if that particular one is not available at that point. They buy that product due to its brand name and same is applicable on cosmetics. Keeping this in mind respondents were asked whether they are buying their products, Due to its brand name or its price. Table 4.10 Association between brand name preference and price of brand Price Total Yes No Brand name Yes 50 66 116 No 22 62 84 Total 72 128 200 = 6.04 http://www.iaeme.com/IJM/index.asp 263 editor@iaeme.com
Dr. Amandeep Kahlon Virk Test was used to find null hypothesis that there is no association between brand name preference and price of brand.. Here calculated value of is 6.04 and Table value is 3.841 at Degrees of freedom 1 and Level of signification 5%. Calculated value is greater than so null hypothesis is rejected. It indicates that there is complete association between brand name preference and price of brand. 5. FINDINGS OF THE STUDY • Respondents in the age group of 25-35 yrs. dominate the sample and median age is 29.4 yrs. Majority of the respondents are married. • The respondents of private employee category lead the sample as they constitute 25% of total respondents. • 60% of the respondents belongs to joint family with Rs. 130000 annual income and having graduation educational qualifications among them 70% are from urban area. • Lakme is found to be most preferable brand among women. • The study also revealed that there is a strong association between Occupation, Income & residential location and their brand preference. • Good association is found between brand name preference and price of brand. REFERENCE [1] Priyanka P. and Krishnaveni R. (2016), “Perception of Women Consumer towards Branded Cosmetics in Nagapattinam District”, International Journal of Science and Research, Vol. 5, Issue 7, pp. 652-654. [2] Parmar M. K. Sushil (2014), “A Study on Brand Loyalty for Cosmetic Products among Youth”, International journal of Multidisciplinary Research, pp. 9-21 [3] Sundry R. (2014), “Brand Consciousness of Women Consumers”, Proceedings of the second International Conference on Global Business, Economics, Finance and Social Science. [4] Dr. G. Rabia Jahani Farzana and R. Banu Priya . A Study on Consumers’ Preference towards Beauty Services in Tiruchirapalli. International Journal of Management (IJM), 7 (2), 2016, pp. 76 - 85. [5] Usman, Yousaf et al. (2012), “Studying Brand loyalty in Cosmetic Industry”, Log Forum, Vol. 8, Issue No. 4, p327, retrieved http://connection.ebscohost.com/c/articles/82160154/studying-brand-loyalty- cosmetics-industry [6] Dr. G.S. David Sam Jayakumar and Mr. S. Dawood Ali. Modeling the Brand Image of Cosmetics and its Impact on Customer Satisfaction and Loyalty Intention with Special Reference to Face Creams. International Journal of Management (IJM) , 7 (2), 2016, pp. 226 - 236 [7] Khraim S. Hamza (2011), “The Influence of Brand Loyalty on Cosmetics Buying Behaviour of UAE Female Consumers”, International Journal of Marketing Studies, Vol. 3, No. 2, pp. 123-133. http://www.iaeme.com/IJM/index.asp 264 editor@iaeme.com