The Effect of Brand Characteristics on Brand Loyalty A Study of Cosmetics Products in Peshawar Pakistan
Authors
SYEDA FAIZA GILLANI, SHAHNILA YOUSAF and SHAHZAD KHAN
Abstract
The core aim of this research study was to discover the key factors that can influence brand characteristics on brand loyalty in cosmetics products in Peshawar Pakistan. There are ten major factors which are acknowledged from previous studies. Studies indicate that these ten factors are accountable for brand female loyalty in cosmetic products. Those factors are perceived quality, promotion, price, expiry date, purchase decision, store environment, brand name, product quality, ingredients and design. It is a basic and a structured questionnaire was develop to collect data. The populations of the study were all the female consumers of Peshawar Pakistan. On convenient basis 110 female consumers of three major areas of Peshawar Pakistan were targeted. The statistical part of analysis is based on descriptive statistic, Correlation and regression analysis. Results were conducted through SPSS version 20.Results designated that perceived quality, promotion, price, expiry date, purchase decision, store environment, brand name, ingredients and design are the main factors that manipulate brand loyalty. The results of the study showed that that there is positive and significant relationship among dependent variable (Brand loyalty) and independent variables (perceived quality, promotion, price, expiry date, purchase decision, store environment, brand name, ingredients and design.) Keywords: Brand loyalty, Cosmetics, Promotion, Perceived quality and Peshawar Pakistan.
