Generation Y Women’s Cosmetic Decision: Insights from Brand Loyalty

Abstract

With the expanding trend in the cosmetic industry, today's consumers are overflowed with various brands of beauty care products. In such circumstance, it may be an exorbitant undertaking for cosmetic companies to guarantee brand loyalty among the existing customers [1]. Therefore, it has become a vital need for companies to have a more noteworthy information on the determinants of brand loyalty of a specific brand of cosmetic. The purpose of this study is to investigate the factors that influence cosmetic brand loyalty among Generation Y women. A stratified random sampling was adopted in distributing questionnaires to 250 respondents. The data were analyzed using SPSS 18.0 which involved scale reliability, descriptive and multiple regression analyses. This study revealed that four key independent variables which are promotion, brand name, price and product quality had positive significant effects towards cosmetic brand loyalty among Generation Y women. Based on the results, some recommendations are suggested for future direction.