Cosmeticproducts are referred as beauty care substances which can be made either with naturalsubstances or chemical compounds to enhance both odour and appearance of humanbody. Cosmetic products are using to beautify human appearance. Today peopleare more concerned about self-personality and self-consciousness, hence thedemand for cosmetic products is increasing rapidly. Without affecting thebody’s structure or functions, cosmetic products are intended to be applied forpromoting attractiveness, beautifying, cleansing or altering the appearance ofhuman body.
There are many leading cosmetic companies which are globally wellestablished such as The L’Oreal Group, The Procter & Gamble Company,Unilever, Shiseido Company Ltd and Estee Lauder Companies Inc. Cosmeticproducts have modernized not only the foreign countries but also Indian societyand eventually Indian customers, especially youth and adults who have nowstarted purchasing various cosmetic brands viz. Lakme, L’Oreal, Avon, Mac andChambor, Pond’s, Fair & Lovely, Maybelline, Color Bar, Dove, Elle 18,Revlon, Clinique, and Garnier. There are many factors that consumers will lookfor before buying a cosmetic product: Brand, Quality, Labelling, Price,Advertisement. BrandThe Brand is considered as a name and symbol of a company.Brand plays an important role in creating a positive image among customers. Brandname have the ability to create loyal customers as well as to retain companiesmarket share.
Loyal customers always remain loyal to a brand, do repurchase andthrough word of mouth they recommend it to others. Erics (2012), state brandloyalty as the willingness of customers to pay high price for a particular brandagainst its alternatives. Molla & Licker (2001) in their study show thatloyal customers are great asset to a firm as they bring profitability andgrowth to a company.Irshad (2012), show’s that there isa strong relationship between purchase intention and brand equity amongcustomers. Azizi & Ajini (2012) found a positive relationship between brandequity and to recommending brand to others. Zeeshan (2013) in his study foundthat brand image has a significant effect on the purchase intention of men.Divolf (2005) states that high brand awareness has a positive impact oninfluencing consumer to buy that brand.
Many research shows that brandedproduct has a significant impact on purchase intention. Singh J.D. (1981) state thatIndian consumer’s preferences for a product is changing and now they arebecoming more brand loyal. They have single or multiple brand loyalty dependingupon the nature of the product and they are: quality, habit of use and regularavailability of the product.Debiprasd Mukherjee(2012), states that brand loyalty have a connection with the celebrities on thebrand.
Consumers show high brand loyalty for brands with images of celebritythat they aspire to be like.Loudon and DellaBitta (1988), states that from different resources, customers get a thought orfeeling about brand image. Customers prefer familiar brand because of highquality and less purchase risk.Mrs. HemaPatil andDr.BBakkappa (2012) says that global brands understand and fulfill the needsand wants of the customers through quality products and that is the reasonbehind consumers prefer to buy cosmetics of preferential brands.
Kotler (2000) in his study contends that brand is referred as a name,term, symbol, design or all the above, and it is used to distinguish acompany’s products and services from their competitors. Keller (1993) in his study, defines brand image as a consumer’smemory towards a product based on their perception or association. Thus, brand image is brought out by advertisements, promotionsand it does not exist in the technology, features or the actual product itself.Brand image helps a consumer to recognize a product, evaluate the quality,reduces their purchase risks, and obtain certain experience and increases the satisfactionlevel. Grewal,Krishnan, Baker, and Borin (1998), found out that consumers give morerecognition to a product quality if it has a better brand image. Richardson,Dick and Jain (1994) state that consumers get confused during actual purchasetime due to their lack of time and product knowledge. But brand image and brandloyalty helps the customer to make a quick product decision.
Akaahand Korgaonkar (1988) conclude that to lower the purchase risk, consumers alwaysprefer to purchase well-known brands with positive brand image. Rao and Monroe (1988) alsosupport this argument that positive image of a brand have a direct effect onlowering product perception risk and an increase in positive feedback fromcustomers. Therefore, consumers have a believe that well-known brands canincrease their satisfaction level and decrease purchase risk.Quality Quality of a product plays an important role inassessing purchase intention. It can be termed as a process of continuousimprovement because the product performance and satisfaction of customers willincrease due to continuous changes. Zeeshan, (2013), state that quality is animportant tool for creating competitive advantage. Tariq et al (2013), in hisstudy he argues that Quality should need to be improved every moment.
Chi etal. (2008) state that purchasing intention of customers depend upon the productquality and it have a positive impact on it. Tsiotsou (2005 and 2006) foundthat high quality product creates higher customer purchase intention than lowquality products. Jalilvand et al. (2011) found that product quality hasa direct and positive impact on customer purchase intention.
Other researchersalso found that quality creates an impact on customer purchse decision. KisanShivajirao Desai (2014) states, forpurchasing cosmetic products consumers are found to be more quality consciousbecause they wait for the brand during non-availability. Shahzad khan(2011) defines quality as how excellent and worse the things are or highly valued.
P. Priyanga1, Dr. R. Krishnaveni (2016) states that, when a womenconsumer turns brand loyal it is due to the quality of beauty care product. High quality cosmetics helpsto build and maintain the confidence of targeted customers and convince them topurchase it. Customers are concerned about the quality of cosmetic productsbefore deciding to purchase them.
To remain competitive among the competitor’scosmetic firms, should increase and concentrate more on improving the qualityof products. Russell and Taylor (2006) explainsquality as “fitness for use” or ‘conformance to requirement”. Indian consumers are interested in highquality product with less price. Even if the price is high they are willing tobuy if it has the stated quality. Quality plays an important role in consumerpurchase decision.
To reduce the perception risk and to meet their needs andwants, consumers always prefer quality products.