Authors: Dr.P.Poornima, Ms.M. Durga Devi
Abstract: Brand loyalty plays an important role in the success of cosmetic brands in the competitive beauty market. This study focuses on analyzing consumer brand loyalty towards Lakme products. The main objective of the study is to understand the factors that influence customers to prefer Lakme products and continue purchasing them regularly. Factors such as product quality, price, brand image, product variety, availability, and advertising are considered in this study to understand consumer preferences and satisfaction. The study is based on primary data collected from consumers through questionnaires. Various analytical tools such as percentage analysis and Garrett’s ranking technique are used to interpret the data and identify the most important factors influencing brand loyalty. The findings of the study help to understand customer satisfaction levels and the reasons behind consumer loyalty towards Lakme products. It also provides useful insights for marketers to improve their strategies and strengthen customer relationships in the cosmetic industry.
DOI: https://doi.org/10.5281/zenodo.19894056
