International Journal of Pharma and Bio Sciences
 
 
    ISSN 0975-6299
www.ijpbs.net


ORIGINAL RESEARCH ARTICLE
Int J Pharm Bio Sci Volume 13 Issue 4, October - December, Pages:62-67

Assessment of The Impact Factors in The Process of Customer Loyalty in Buying Cosmetic Brands in Iran Pharmacies

Ramin Radmanesh
DOI: http://dx.doi.org/10.22376/Ijpbs.2022.13.4.p62-67
Abstract:

In today's business, the issue of competition between different companies in the market is increasingly important. A company's brand has particular value and credibility, and is considered the most valuable asset for that company. Customer loyalty to a company's brand is one of the vital strategies for gaining and maintaining a position in the market. Customer loyalty to the company's brand is related to the satisfaction or behavior of the complainant. Therefore, in the present study, the influencing factors on the customer loyalty trend of cosmetic and health brands referring to pharmacies in Iran were explored. The research population was all female customers who referred to pharmacies in Iran to buy cosmetic products, and according to the number of more than 100 thousand people, 384 women were selected as an available sample using Morgan's table. Our aim is to investigate the factors affecting customers' loyalty to buying cosmetic brands in Tehran pharmacies. In order to achieve this goal, we seek to answer the question, "What are the impact factors in the loyalty process of customers in the purchase of cosmetic brands in Tehran pharmacies?" In other words, the size of the statistical population was 384 female Customers who bought cosmetics and hygiene products in pharmacies in Tehran. Spearman's non-parametric test was used to assess the correlation between the frequency of visits to the pharmacy and the parameters of loyalty, awareness, quality, price, image, and brand promotion, and the Kruskal–Wallis test was used to check the effect of the investigated variables on brand loyalty. A level below 0.05 was considered significant. Based on the results, brand awareness, quality, and price of a brand's products had a significant relationship with brand loyalty. In such a way, the product awareness, higher quality, and reasonable price led to more loyalty towards that cosmetic brand, and customers purchased more of its products.      

Keywords: Brand loyalty, Cosmetics, Brand awareness, Brand quality, Brand price, Brand image and Brand advertising
Full HTML:

REFERENCES

 

1.          Bagherzadeh Kasmani P, international conference on applied management and organizational agility, Tehran; 2016, investigating the effect of brand name awareness and brand personality on customer loyalty (active brand case study).

2.          Ebadi A, annual conference of new management paradigms in the field of intelligence, Tehran; 2016, investigating the relationship between advertising and brand loyalty (a case study of Bank Mellat, Urmia).

3.          Mohammadi A. The role of social media in brand loyalty in cosmetic products (case study: 2nd district of Tehran). The 5th National Conference on Management and Human Sciences Research in Iran July 14. University of Tehran; 2017.

4.          Yaqoubi Zanjani M. investigation of factors affecting consumer loyalty in the market of cosmetics and health products, National Conference on Improvement and Reconstruction of Organization and Business, Tehran; 2019.

5.          Quan THM. Retailers’ perceptions of product brand equity: an empirical study of Vietnamese independent grocers. Southern Cross University; 2006.

6.          Moisescu OI. A conceptual analysis of brand loyalty as core dimension of brand equity; 2006.

7.          Esch FR, Langner T, Schmitt BH, Geus P. Are brands forever? How brand knowledge and relationships affect current and future purchases. J Prod Brand Manag. 2006;15(2):98-105. doi: 10.1108/10610420610658938.

8.          Chan YY, Mansori S. Factor that influences consumers’ brand loyalty towards cosmetic products. J Mark Manag Con Behav. 2016;1(1).

9.          Ghodeswar BM. Building brand identity in competitive markets: a conceptual model. J Prod Brand Manag. 2008;17(1):4-12. doi: 10.1108/10610420810856468.

10.        Keller KL. Conceptualizing, measuring, and managing customer-based brand equity. J Mark Manag. 1993;57(1):1-22. doi: 10.1177/002224299305700101.

11.        Salim Khraim HS. The influence of brand loyalty on cosmetics buying behavior of UAE female consumers. Int J Mark Stud. 2011;3(2):123. doi: 10.5539/ijms.v3n2p123.

12.        Nguyen TD, Barrett NJ, Miller KE. Brand loyalty in emerging markets. Mark Intell Plan. 2011;29(3):222-32. doi: 10.1108/02634501111129211.

13.        Wood L. Brands and brand equity: definition and management. Manag Decis. 2000.

 

 

[Download PDF]
Welcome to IJPBS,Pharmaceutics, Novel, drug, delivery, system, Nanotechnology, Pharmacology, Pharmacognosy
Pharmaceutical Fields
Welcome to IJPBS,Pharmaceutics, Novel, drug, delivery, system, Nanotechnology, Pharmacology, Pharmacognosy Pharmaceutics
Welcome to IJPBS,Pharmaceutics, Novel, drug, delivery, system, Nanotechnology, Pharmacology, Pharmacognosy Novel drug delivery system
Welcome to IJPBS,Pharmaceutics, Novel, drug, delivery, system, Nanotechnology, Pharmacology, Pharmacognosy Nanotechnology
Welcome to IJPBS,Pharmaceutics, Novel, drug, delivery, system, Nanotechnology, Pharmacology, Pharmacognosy Pharmacology
Welcome to IJPBS,Pharmaceutics, Novel, drug, delivery, system, Nanotechnology, Pharmacology, Pharmacognosy Pharmacognosy
© Copyright 2009-2015 IJPBS, India. All rights reserved. Specialized online journals by ubijournal. Website by Ubitech Solutions
         Home I Contact I Terms & Conditions