Analysis of Brand Loyalty in Cosmetic Products: A Case of Selected Salons in Nyeri Town

Abstract

Cosmetic industry is a lucrative business that progressively attracts more attention from marketing research. The highly competitive environment in the cosmetic industry makes it a valuable area to study brand loyalty in cosmetic products. Brand loyalty is one of the important aspects which is significant for the management to sustain competitive advantages in the market. In this research, the relationship between brand loyalty and determinants of brand loyalty was unveiled, with special focus on brand trust, brand price and perceived value. The general objective was to examine the determinants of brand loyalty in cosmetic industry in Nyeri Town. The specific objectives were to determine the effects of brand price on brand loyalty, to assess the effects of brand trust on brand loyalty, to establish the effect of perceived quality on brand loyalty. The researcher adopted a descriptive survey research design where questionnaires were used for data collection. Data was analyzed using descriptive statistics and has been presented using tables. The researcher used Karl Pearson correlation coefficient and logistic regression analysis to statistically analyze the data. The target population was 60 salon operators who are consumers of Cosmetic Products in Nyeri Town. A census study was conducted in the salons within Nyeri Town. This study supports the view that brand trust, brand perceived value and price should remain prime focus for the organization to maintain market share in today’s competitive business environment.

Key words: Brand loyalty, Brand trust, brand price and perceived quality