"It All Boils Down to the Price-A Study of the Perception of Women Skincare Cosmetics Buyers Regarding the Relative Importance of the Major Price Components of a Brand"

The success of most businesses depends on their ability to create and maintain customer loyalty. Companies have realized that selling to brand loyal customers is less costly than converting new customers. Brand Loyalty provides companies with strong, competitive weapons. The present paper aims to find out the perception of women skincare cosmetics users regarding the relative importance of the subcomponents of Price -Related Factors Influencing the Purchase of Skincare Cosmetics Products namely, Reasonable Price of the Brand and Availability of Special Discounts on the Brand. It was found that Reasonable Price of the Branded Products was the most important factor affecting the purchase of skincare cosmetics followed by Availability of Discounts at second place. Based on the findings, the paper also suggests various marketing strategies to marketers of skincare cosmetics to ensure a strong loyalty base.