The influence of brand loyalty on cosmetics buying behavior of India female students

The market size of the cosmetics industry in India is estimated to be worth US$1.5 billion, and many players in the field are competing aggressively to capture more and more markets. For 65% of the teenagers in India, their expenditure on branded cosmetics has increased 75% in the past 10 years. Major Driving Factors: Improved purchasing power and rising fashion consciousness among the population. Increased levels of brand advertising have captured the imagination and awareness of the people. The higher spending power of Indian women owing to them being placed at better paying jobs since the last decade. Impressions created on the youth by the Indian film industry over the importance of grooming and being fashionable. The changing mindset of the people has encouraged a much lavish approach to expenditure. The purpose of this article is to investigate the influence of brand loyalty on cosmetics buying behavior of female students consumers in India. The research results showed that there is positive and significant relationship between factors of brand loyalty (brand name, product quality, price, design, promotion, service quality and store environment) with cosmetics brand loyalty. By distribute the questionnaire to the 150 respondents; we can simply analyze the best main factors that will influence of brand loyalty on cosmetics buying behavior of female students. The main reasons to conduct this research is as we know that the cosmetics product now give the higher percentage in the market and therefore the manufacturer should really work hard in order to compete with their competitors.