A study on the brand loyalty towards skin care products with reference to Chennai

In the global scenario the expenditure for cosmetics is growing enormously. People concentrate more on good looking in the modern world. There is a huge competition in the field to capture the interest of the consumer. The aim of the study is to examine the influence of brand loyalty among skin care cosmetics users in Chennai city in India. The study variables of brand loyalty are price, brand awareness, brand reputation, perceived quality, brand experience and customer satisfaction. The structured questionnaires were distributed to 688 respondents. The statistical tool used in the study is stepwise multiple regression analysis. The result reveals the factors influencing brand loyalty among skin care product users.