A Study of Brand Loyalty for Cosmetic Products among Youth

Apparently, Y-generation is style and fashion dominated and would like to be referred as style icon. In fact, their needs now no longer remain latent due to availability of various cosmetic products. The presence of cosmetic industry has completely redefined the fashion & revitalized the life of even growing age people with innovation of anti aging cream & colorant solution. Building a strong brand loyalty is believed to be a challenging task for a marketer involved in flourishing cosmetic industry because of the presence of well known and good domestic and international quality brands. This study tries to find out a particular cosmetic brand which is popular and regular stuff of youth’s basket irrespective of any purpose. For data analysis and testing of hypothesis, Chi-square test, Garrett Ranking method & descriptive statistic have been used. The findings indicate that brand loyalty has no significant association with gender and domiciles of users of cosmetic products. Similarly, annual spending on cosmetic products and domiciles of youth are statistically independent variables. Results also disclose that an excellent quality of a cosmetic brand was highly ranked by majority of respondents followed by satisfaction of needs & brand Name.