UGC Approved Journal no 63975(19)

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Published in:

Volume 5 Issue 7
July-2018
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

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Published Paper ID:
JETIR1807968


Registration ID:
180251

Page Number

458-464

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Title

A STUDY ON ELEMENTS OF BRAND LOYALTY IN COSMETIC PRODUCTS IN SELECTED SALONS OF KARIMNAGAR, TELANGANA

Authors

Abstract

Indian cosmetic industry is growing in leaps and bounds. The market size of India’s beauty cosmetics and grooming is expected to touch $35 billion by 2035 from the current level of $6.5 billion says the study undertaken by ASSOCHAM. Hence, Cosmetic industry is a lucrative business. The progressive growth and highly competitive environment in the cosmetic industry is attracting more marketing research in general and brand loyalty in particular. 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 elements of brand loyalty was studied, with special focus on brand trust, satisfaction, brand price and perceived value. The general objective was to examine the elements of brand loyalty in cosmetic industry in Karimnagar. 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 effects of brand satisfaction on brand loyalty, to establish the effect of perceived value on brand loyalty. The methodology adopted by the researcher is descriptive survey research design where questionnaires were used for data collection. Data was analyzed using descriptive statistics and has been presented using tables. The target population was 54 Salon operators who are consumers of Cosmetic Products in Karimnagar. The results indicate that there is a big correlation between brand trust, satisfaction, brand price and perceived value and brand loyalty since a large percentage of the respondents agree that these elements affects their brand loyalty.

Key Words

Brand Trust, Brand Loyalty

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"A STUDY ON ELEMENTS OF BRAND LOYALTY IN COSMETIC PRODUCTS IN SELECTED SALONS OF KARIMNAGAR, TELANGANA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 7, page no.458-464, July-2018, Available :http://www.jetir.org/papers/JETIR1807968.pdf

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2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"A STUDY ON ELEMENTS OF BRAND LOYALTY IN COSMETIC PRODUCTS IN SELECTED SALONS OF KARIMNAGAR, TELANGANA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 7, page no. pp458-464, July-2018, Available at : http://www.jetir.org/papers/JETIR1807968.pdf

Publication Details

Published Paper ID: JETIR1807968
Registration ID: 180251
Published In: Volume 5 | Issue 7 | Year July-2018
DOI (Digital Object Identifier):
Page No: 458-464
Country: Karimnagar, TELANGANA, INDIA .
Area: Management
ISSN Number: 2349-5162
Publisher: IJ Publication


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