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Title: A STUDY ON BRAND LOYALTY AND ITS EFFECT ON BUYING BEHAVIOUR IN CASE OF SELECTED COSMETICS PRODUCTS IN THE STATE OF TAMIL NADU
Authors: S. LAVAKUMAR, DR. M. MOHAMED SIDDIK
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1S. LAVAKUMAR, 2DR. M. MOHAMED SIDDIK 1. RESEARCH SCHOLAR, DEPT. OF MANAGEMENT STUDIES, RAJAGIRI DAWOOD BATCHA COLLEGE OF ARTS & SCIENCE 2. ASSISTANT PROFESSOR PG & RESEARCH DEPT.OF COMMERCE, SADAKATHULLAHAPPA COLLEGE
MLA 8 LAVAKUMAR, Mr. S., and DR.M.MOHAMED SIDDIK. "A STUDY ON BRAND LOYALTY AND ITS EFFECT ON BUYING BEHAVIOUR IN CASE OF SELECTED COSMETICS PRODUCTS IN THE STATE OF TAMIL NADU." Int. j. of Social Science and Economic Research, vol. 3, no. 12, Dec. 2018, pp. 6766-6775, ijsser.org/more2018.php?id=477. Accessed Dec. 2018. APA LAVAKUMAR, M., & SIDDIK, D. (2018, December). A STUDY ON BRAND LOYALTY AND ITS EFFECT ON BUYING BEHAVIOUR IN CASE OF SELECTED COSMETICS PRODUCTS IN THE STATE OF TAMIL NADU. Int. j. of Social Science and Economic Research, 3(12), 6766-6775. Retrieved from ijsser.org/more2018.php?id=477 Chicago LAVAKUMAR, Mr. S., and DR.M.MOHAMED SIDDIK. "A STUDY ON BRAND LOYALTY AND ITS EFFECT ON BUYING BEHAVIOUR IN CASE OF SELECTED COSMETICS PRODUCTS IN THE STATE OF TAMIL NADU." Int. j. of Social Science and Economic Research 3, no. 12 (December 2018), 6766-6775. Accessed December, 2018. ijsser.org/more2018.php?id=477.
References [1]. Sakara, Ahmed "An Assessment Of How Branding Influences the Purchase Behaviour of Female Cosmetic Consumers: A Case of Career Women in the Wa Municipality, Ghana" [2]. International Journal of Economics, Commerce and Management, Vol. II, Issue 10, Oct 2014. [3]. Syeda Faiza Gillani, "The Effect of Brand Characteristics on Brand Loyalty A Study of Cosmetics Products in Peshawar Pakistan" International Review of Basic and Applied Sciences, June 2013, Vol. 1 Issue.1 [4]. Tariq Jalees, Nimra Shahid and Huma Tariq, "An Empirical Investigation on the Effect of Brand Loyalty" Journal of Management Sciences, 2015, vol. 2, issue 1, pages 166-184 [5]. Vani, M. Ganesh Babu, N. Panchanatham,"Toothpaste Brands -A Study of consumer behavior in Bangalore city Journal of Economics and Behavioral Studies" Vol. 1, No. 1, pp. 27-39, Dec 2010. [6]. Vishwas Maheshwari and Siril Jacobsen, "Determinants of Brand Loyalty: A Study of the Experience-Commitment-Loyalty Constructs" International Journal of Business Administration, 2014, vol. 5, issue 6, pages 13-23.
Abstract: In the modern marketing environment consumers are becoming more and more demanding since the market is glutted with endless products and countless brands and offering them rich choices. The purchase behaviour of the consumers for such products is of special interest to the marketer since these items are purchased repeatedly and it is this purchase that results in generating volumes and profits. Brand loyal consumers as a matter of fact, provide the basis for a stable and growing market share of a company. Therefore, interest of marketers hover around the ways and means to develop and sustain brand allegiance for their products and services. However, retaining customers in a highly competitive and volatile market place is indeed a difficult proposition. Creating brand loyalty in an overcrowded category is an onerous task. However, in the Indian market it is not altogether impossible, if the success of Hindustan Unilever, Titan, Amul, Maruti- Suzuki , Nirma, Airtel and many others is of any indication. Against such a backdrop, the researcher has decided to undertake a study that extends over a wide canvas entailing a comprehensive examination of the brand loyalty behavioural pattern of the women skincare cosmetics consumers in the state of Tamilnadu.

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