products are referred as beauty care substances which can be made either with natural
substances or chemical compounds to enhance both odour and appearance of human
body. Cosmetic products are using to beautify human appearance. Today people
are more concerned about self-personality and self-consciousness, hence the
demand for cosmetic products is increasing rapidly. Without affecting the
body’s structure or functions, cosmetic products are intended to be applied for
promoting attractiveness, beautifying, cleansing or altering the appearance of
human body. There are many leading cosmetic companies which are globally well
established such as The L’Oreal Group, The Procter & Gamble Company,
Unilever, Shiseido Company Ltd and Estee Lauder Companies Inc. Cosmetic
products have modernized not only the foreign countries but also Indian society
and eventually Indian customers, especially youth and adults who have now
started purchasing various cosmetic brands viz. Lakme, L’Oreal, Avon, Mac and
Chambor, Pond’s, Fair & Lovely, Maybelline, Color Bar, Dove, Elle 18,
Revlon, Clinique, and Garnier. There are many factors that consumers will look
for before buying a cosmetic product: Brand, Quality, Labelling, Price,
The Brand is considered as a name and symbol of a company.
Brand plays an important role in creating a positive image among customers. Brand
name have the ability to create loyal customers as well as to retain companies
market share. Loyal customers always remain loyal to a brand, do repurchase and
through word of mouth they recommend it to others. Erics (2012), state brand
loyalty as the willingness of customers to pay high price for a particular brand
against its alternatives. Molla & Licker (2001) in their study show that
loyal customers are great asset to a firm as they bring profitability and
growth to a company.
Irshad (2012), show’s that there is
a strong relationship between purchase intention and brand equity among
customers. Azizi & Ajini (2012) found a positive relationship between brand
equity and to recommending brand to others. Zeeshan (2013) in his study found
that brand image has a significant effect on the purchase intention of men.
Divolf (2005) states that high brand awareness has a positive impact on
influencing consumer to buy that brand. Many research shows that branded
product has a significant impact on purchase intention.
Singh J.D. (1981) state that
Indian consumer’s preferences for a product is changing and now they are
becoming more brand loyal. They have single or multiple brand loyalty depending
upon the nature of the product and they are: quality, habit of use and regular
availability of the product.
(2012), states that brand loyalty have a connection with the celebrities on the
brand. Consumers show high brand loyalty for brands with images of celebrity
that they aspire to be like.
Loudon and Della
Bitta (1988), states that from different resources, customers get a thought or
feeling about brand image. Customers prefer familiar brand because of high
quality and less purchase risk.
Mrs. HemaPatil and
Dr.BBakkappa (2012) says that global brands understand and fulfill the needs
and wants of the customers through quality products and that is the reason
behind 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 a
company’s products and services from their competitors.
Keller (1993) in his study, defines brand image as a consumer’s
memory towards a product based on their perception or association.
Thus, brand image is brought out by advertisements, promotions
and 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 satisfaction
Krishnan, Baker, and Borin (1998), found out that consumers give more
recognition to a product quality if it has a better brand image. Richardson,
Dick and Jain (1994) state that consumers get confused during actual purchase
time due to their lack of time and product knowledge. But brand image and brand
loyalty helps the customer to make a quick product decision.
and Korgaonkar (1988) conclude that to lower the purchase risk, consumers always
prefer to purchase well-known brands with positive brand image.
Rao and Monroe (1988) also
support this argument that positive image of a brand have a direct effect on
lowering product perception risk and an increase in positive feedback from
customers. Therefore, consumers have a believe that well-known brands can
increase their satisfaction level and decrease purchase risk.
Quality of a product plays an important role in
assessing purchase intention. It can be termed as a process of continuous
improvement because the product performance and satisfaction of customers will
increase due to continuous changes. Zeeshan, (2013), state that quality is an
important tool for creating competitive advantage. Tariq et al (2013), in his
study he argues that Quality should need to be improved every moment. Chi et
al. (2008) state that purchasing intention of customers depend upon the product
quality and it have a positive impact on it. Tsiotsou (2005 and 2006) found
that high quality product creates higher customer purchase intention than low
Jalilvand et al. (2011) found that product quality has
a direct and positive impact on customer purchase intention. Other researchers
also found that quality creates an impact on customer purchse decision.
KisanShivajirao Desai (2014) states, for
purchasing cosmetic products consumers are found to be more quality conscious
because 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 women
consumer turns brand loyal it is due to the quality of beauty care product. High quality cosmetics helps
to build and maintain the confidence of targeted customers and convince them to
purchase it. Customers are concerned about the quality of cosmetic products
before deciding to purchase them. To remain competitive among the competitor’s
cosmetic firms, should increase and concentrate more on improving the quality
Russell and Taylor (2006) explains
quality as “fitness for use” or ‘conformance to requirement”. Indian consumers are interested in high
quality product with less price. Even if the price is high they are willing to
buy if it has the stated quality. Quality plays an important role in consumer
purchase decision. To reduce the perception risk and to meet their needs and
wants, consumers always prefer quality products.