The Influence of Brand Loyalty on Cosmetics Buying Behavior of UAE Female Consumers

Hamza Salim Khraim

Abstract


The worldwide annual expenditures for cosmetics is estimated at U.S. $18 billion, and many players in the field
are competing aggressively to capture more and more markets. The purpose of this article is to investigate the
influence of brand loyalty on cosmetics buying behavior of female consumers in the Emirate of Abu Dhabi in the
UAE. The seven factors of brand loyalty are brand name, product quality, price, design, promotion, service
quality and store environment. Questionnaires were distributed and self-administered to 382 respondents.
Descriptive analysis, one-way ANOVA and Pearson Correlation were used in this study. The findings of this
study indicated that brand name has shown strong correlation with brand loyalty. The research results showed
that there is positive and significant relationship between factors of brand loyalty (brand name, product quality,
price, design, promotion, service quality and store environment) with cosmetics brand loyalty.

Full Text: PDF DOI: 10.5539/ijms.v3n2p123

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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