A study on consumer brand loyalty with reference to cosmetics in tiruvarur

A Brand is the sum total of the tangible and intangible benefits a product or service provides that is the entire consumer experience. It includes all the aspects critical to delivering and communicating that experience such as the name, design, the advertising the distribution channel, the reputation of the manufacturer or the brand itself. Brands are about people and ideas. In the liberalized era, the consumer is provided with varied options to choose from. The prolific growth of branded products has made the consumers to become more demanding. A brand signifies association of desires and pleasures besides the personality of the buyer with it, which in turn decides his or her preference for a particular brand. Brand images have been carefully crafted over the years in various media. Marketing will get tougher and different. It will demand thinking in unconventional ways about new kinds of distribution channels, Media strategies, distinctive brand positioning, quality of life aspirations and a new language for brand development. The rising stars of the future will be those companies that have very clearly positioned brands. Customers will become more open to buying into well constructed, motivating brand positioning. The implications of this is that brand owners who, for several reasons, have reduced the amount of time they spend thinking about their brands should re-order their priorities. The relationship between seller and buyer will intensify by providing benefits and interaction like service, delivery, reliability and responsiveness and the quality of the human and organization interaction between them. Under the Market-Mix of the Cosmetics, there are various brands with their own relative value in prices. Invariably the Consumers are mostly oriented with their own choice of well-known branded goods. Though there is variation in the income, still, consumers are influenced by the quality and standard of the products of the Company, which are also well known of their services to with stand in the stiff competitive Market.