PROJECT REPORT ON

A STUDY OF BRAND LOYALTY AND ITS EFFECT ON BUYING BEHAVIOUR IN

CASE OF SELECTED COSMETICS PRODUCTS IN THE SURENDRANAGAR
CITY.

Submitted To
VBTs Institute Of Commerce
C.U. Shah University
Wadhwan City
For The Degree Of
Master of commerce (M.Com)
Submit By
Sangeeta J . Makwana
Under The Guidance of
Mr. Sandip R. Dodiya
Assistant Professor,
(VBTs Institute Of Commerce )
C.U.Shah University,
Wadhwan City

April 2016

Mr. Sandip R. Dodiya

Assistant Professor
VBTs Institute of Commerce
C.U.Shah University
Wadhwan City

CERTIFICATE
This is to certify that the research report titled A STUDY OF BRAND LOYALTY
AND ITS EFFECT ON BUYING BEHAVIOUR IN CASE OF SELECTED
COSMETICS PRODUCTS IN THE STATE OF GUJARAT. submitted by Makwana
Sangeeta J. to C.U.Shah University for the award of Master of Commerce is a bonafide
research work carried out by her under my supervision and guidance.
It is a standard piece of original research work which embraces a fresh approach
towards analysis, and interpretation of fact that prove the candidates capacity for critical
examination and sound judgment over the problem studied by him.
She has devoted himself to the conduct of this research work under my guidance and
supervision as per the stipulated norms of C.U.Shah University and this work has not been
submitted for the award of any degree to any other University.

Date:
Place: Surendranagar.

Mr. Sandip R. Dodiya

Miss. Sangeeta J. Makwana

M.Com
Research Scholar
VBTs Institute of Commerce
C.U.Shah University

DECLARATION
I hereby declare that the dissertation titled. A STUDY OF BRAND LOYALTY
AND ITS EFFECT ON BUYING BEHAVIOUR IN CASE OF SELECTED
COSMETICS PRODUCTS IN THE STATE OF GUJARAT. submitted for the award on
Master of Commerce in VBTs Institute of commerce Department of C.U.Shah University,
Surendranagar is a record of research work done by me under the supervision and guidance
of Mr. Sandip R. Dodiya, Assistant Professor of VBTs Institute of Commerce , C.U.Shah
University, Surendranagar and no part of me dissertation has been submitted for any other
degree or diploma prior to this data.

Date:
Place: Surendranagar

Miss. Sangeeta J. Makwana

ACKNOWLEDGEMENT

First of all I am highly thankful to Mr. D.M.Shah, Head of VBTs institute of

commerce ,C.U.Shah University Surendranagar , who permitted and gave an opportunity
to me for M.Com research work under his department. Secondly, I express my deep sense of
gratitude to my research guide Mr. Sandip Dodiya Assistance Professor of VBTs institute
of commerce , C.U.Shah University , for his able guidance and constant encouragement
without this the research work could not have been completed. I am highly impressed by his
timely involvement in guidance and feedback comments. His image of a thorough gentleman,
source of motivation and constant co-operation will be there in my mind forever. The journey
of this year with him for guidance would be remembered throughout my life. Further, I am
indebted to all faculty and staff members of the Department of commerce for their timely
support and cooperation time to time whenever I approached them relating to may research
study. Thirdly, I express my deepest heartfelt sense of gratitude to my beloved parents for
their inspiration, support and guidance without these I could not be here on this stage of my
life. My parents have always supported me in every step of life. My brothers and sisters
helped a lot for preparation of thesis and provided morale support and fighting spirit to accept
the research challenges. I am also thankful to my friends and colleagues who helped a lot
directly or indirectly during my research study. Due to all blessing, support, guidance,
motivation and help finally I could complete my work for submission of thesis. Finally, I am
highly indebted to Almighty who kept me in good condition of health and mind and enabled
me to go for the research study without any type of disturbance for two years.

Date: _____________
Place: Surendranagar

Miss Sangeeta J. Makwana

Index
Sr.No

Particulars

Chapter.1
1.1
1.2
1.3
Chapter.2.

BRAND LOYALTY A CONCEPTUAL FRAMEWORK

INTRODUCTION
BRAND
BRAND LOYALTY
BEAUTY AND PERSONAL CARE INDUSTRY- CHANGING
SCENARIO: AN OVERVIEW
INTRODUCTION
COSMETICS AND TOILETRIES-DEFINITIONS
RESEARCH METHODOLOGY
INTRODUCTION
REVIEW OF LITERATURE
THE BACKDROP
RESEARCH DESIGN
LIMITATIONS OF THE STUDY
SIGNIFICANCE OF THE STUDY
ANALYSIS OF DATA AND INTERPRETATION
CLASSIFICATION OF RESPONDENTS ACCORDING TO THE
SELECTED DEMOGRAPHIC FACTORS
CLASSIFICATION OF RESPONDENTS ACCORDING TO
USE OF BRAND LOYALTY
CLASSIFICATION OF RESPONDENTS ACCORDING TOUSE OF
FACTORS CAUSING BRAND LOYALTY AND BRAND
SWITCHING IN CASE OF SKIN CARE PRODUCTS
CHI- SQUARE
SUMMARY, FINDINGS, CONCLUSIONS AND

2.1
2.2
Chapter.3
3.1
3.2
3.3
3.4
3.5
3.6
Chapter.4
4.1
4.2
4.3

4.4
Chapter.5
5.1
5.2
5.3
5.4

SUGGESTIONS
SUMMARY
FINDINGS
CONCLUSIONS
SUGGESTIONS

LIST OF TABLES

Page No.
2
3
7

25
26
30
32
33
38
44
45
47
52
55

59

76
77
78
78

SR.
NO

4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.11
4.12

PARTICULARS

Classification of Respondents according to Age Groups.

Classification of Respondents according to Marital Status
Classification of Respondents according to Educational
Qualification.
Classification of Respondents according to Occupation.
Classification of Respondents according to their Monthly
Family Income.
Classification of Respondents on the basis of their Familiarity
with the word Brand Loyalty
Classification on the basis of level of agreement grading the
Meanings of Brand Loyalty.
Classification according to purchased brands of skincare
products.
Classification according to use of cosmetics brands.
Classification according to Brand Name.
Classification according to Product Quality.
Classification according to Price.

PAGE
NO.

47
48
48
49
50
51
52
53
54
56
57
58

4.13

Classification of Respondents bused on reasons for changing

the brand / switching the brand

59

4.14

Relationship between use of brand product and Unmarried

and married of respondents.

60

4.15
4.16
4.17
4.18

Calculation of calculated value of chi-square

Chi-square of use of brand product and Unmarried and
married of respondents.
Classification as per use of b and education qualification.
Calculation of calculated value of chi-suare

61
61
62
63

4.19
4.20
4.21

Chi-square of use of Product Quality and qualification.

Relationship between use of product Quality and Monthly
Family Income in Rupees of respondents .
Calculation of calculated value of chi-square

63
64
65

4.22

Chi-square of use of Product Quality and Monthly Family

Income in Rupees.

65

4.23

Relationship between use of product Price and Monthly

Family Income in Rupees of respondents .

66

4.24

Calculation of calculated value of chi-square

67

4.25

Chi-square of use of Product Quality and Monthly Family

Income in Rupees.

67

4.26
4.27

Classification as per use of Brands polity and age group

Calculation of calculated value of chi-square

68
69

4.28

Chi-square of reasons for changing the brand of your skincare products use of and age group.

69

4.29

Classification as per use of reasons for changing the brand of

your skin-care products and Educational Qualification

70

4.30
4.31
4.32
4.33
4.34

Calculation of calculated value of chi-square

Chi-square of use of reasons for changing the brand of your
skin-care products and Monthly Family Income in Rupees.
Classification as per use of reasons for changing the brand of
your skin-care products Chi-square and Monthly Family
Income in Rupees
Calculation of calculated value of chi-square
Chi-square of use of reasons for changing the brand of your
skin-care products and Monthly Family Income in Rupees

LIST OF FIGURES

71
71
72
73
73

SR. NO
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.11

PARTICULARS
Classification of Respondents according to Age
Groups.
Classification of Respondents according to Marital
Status
Classification of Respondents according to
Educational Qualification.
Classification of Respondents according to
Occupation.
Classification of Respondents according to their
Monthly Family Income.
Classification of Respondents on the basis of their
Familiarity with the word Brand Loyalty
Classification on the basis of level of agreement
grading the Meanings of Brand Loyalty.
Classification according to purchased brands of
skincare products.
Classification according to use of cosmetics brands.
Classification according to Brand Name.
Classification according to Product Quality.
Classification according to Price.

4.12
4.13

Classification of Respondents bused on reasons for

changing the brand / switching the brand

BIBLIOGRAPHY
BOOKS:

PAGE NO.
47
48
49
50
51
52
53
54
55
56
57
58
59

Ms. CHITRALEKHA H. DHADHAL :A STUDY OF BRAND LOYALTY AND ITS

EFFECT ON BUYING BEHAVIOUR IN CASE OF SELECTED COSMETICS
PRODUCTS IN THE STATE OF GUJARAT
Aaker, D., Managing Brand Equity, Free Press, 1991.
Anholt, S., India: The Nation As a Brand. Brand Equity, The Economic Times, 2nd January,
2002,
Brace Ian, Questionnaire Design, Kogan Page Ltd. 2008.
Baker, M.J., Marketing, ELBS with McMillan, Fifth Edition, Hamshire, 1991
ARTICLES:
Bird, M., and Chanon, C. and Ehrenberg, A.C., "Brand Image and Brand Usage", Journal
of Marketing Research, Vol. VII, August, 1970
Boone, L.E., and Kurtz, D.L., Contemporary Marketing, The Dryden Press, Illinois,1980
Carman, J.M., "Correlates of Brand Loyalty Positive Results", Journal of Marketing
Research, February, 1970
Cunnigham, R.M., "Consumer Loyalty to Store and Brand", Harvard Business Review, Vol.
39. November/December, 1961
Dasgupta, T. and Dutta, A., Indian Management, Vol. 39, No. 10 Oct. 2000
JOURNALS AND MAGAZINES:
Cunningham, S.M., "Perceived Risk and Brand Loyalty in Donald Coaxed Risk
Taking Information Handling in Consumer Behaviour" Boston Harvard University Press,
1967
Harvard Business Review on Brand Management, Harvard Business School Press,
Boston, 1999.
Loudon, D.L., and Bitta, A.J.D., Consumer Behaviour Concepts and Applications,
McGrawHill Book Co, Singapore, 1985
Mandell, M.I., and Rosenberg, L.J., Marketing, Prentice Hall of India Pvt., Ltd., New
Delhi, 19
E-RESOURSES:

http:// www.interbrand.com,

http://www.4psbusinessandmarketing.com.
http://www.cosmeticsinfo.org
http://www.fda.gov

THESES:

Agarwarl,

A.K.,

"Brand

Loyalty

Status

of

Indian

ConsumersA

Study

of

ContributingFactors, Doctoral Dissertation submitted to Lucknow University, 1983.

Agrawal Vinita H. A study of thePracticesImpactandMeasures toofresolveH pertinent
challenging issues of Thesis, Saurashtra University , 2005
James, R.P., "A Study of Brand Loyalty in Edible Oils among Educated Housewives in
Tamilnadu," Unpublished Doctoral Dissertation Submitted to University of Madras, 1994
Zala, Nirmalsinh D., A Study of Problems of Child L inSelected Cities of Gujarat.,
Doctoral University, Rajkot, 2008

Appendix
Schedule of Questions for Women Skincare Cosmetic Buyers/Consumers
A

STUDY OF BRAND LOYALTY AND ITS EFFEC

BEHAVIOUR IN CASE OF SELECTED COSMETICS PRODUCTS

IN

THE STATE OF GUJARAT

A kind Note for respondents : Skincare products include all the products
that are available in cream/ointment, lotion and bar/soap formats applied
for the purpose of nourishing, whitening and therapeutic treatment of the
skin like moisturizers, anti-agers, face masks, cleansers, Toners, etc. You
have to provide responses only for the SKINCARE category of products.
Questionnaire

Dear Respondent,
Myself Miss. Makwana Sangeeta J., a student of M.Com VBT Institute of
Commerce C.U.Shah University, wadhwan City. As a part of our SEM IV project work, we
have to undertake Research work and present Research Report. The title of my research is,
A Study of Brand Loyalty and it's Effect on Buying Behaviour In Case of Selected
Cosmetics Products in the State of Gujarat. Through this questionnaire I identifies effect of
Brand Loyalty on Buying Behaviour of cosmetics products so I expect your full support in
filling this questionnaire. I assure you that the information provided by you will not be
misused. It will be used strictly for academic purpose and it will be kept confidential.
Thanking You,
Yours Faithfully,
Sangeeta J..Makwana

PART I: PERSONAL PROFILE

1.Your Age in Years : (Please Tick your age group)
18 to 30

31 to 40

41 and older

2.Your Marital Status: (Please )

Unmarried

Married

3. Your Educational Qualification (Please )

Less than SSC

SSC/HSC

4.Your Occupation: (Please )

Graduation

Post Graduation

Student

Homemaker

Service

Own Business

Professional

5.Your Monthly Family Income in Rupees: (Please )

Below 10,000

10,000 to 25,000

25,001 to 50,000

50,001and Above

PART 2: BRAND LOYALTY.

6.Are you familiar with the word Brand Loyalty? (Tick any one)
Yes.

No.

7.Kindly tick the relevant option by determining your level of agreement regarding each
of the Meanings of Brand Loyalty:
a Is said to exist for a consumer when he repetitively Purchases a single brand.
b Is defined in terms of the percentage of total purchases devoted to the single most
frequently purchased brand.
8.Have you purchased any brands of skincare products like moisturizers, facial masks,
Under-eye creams, etc. lately? (Please tick)
Yes.

No.

9.Out of the list of the following categories of brands of Skin Care Products, Which ones
are those that you purchase /use consistently/ repeatedly? Please tick the brand for
every category of product you use. ( i.e. if you use one product of a brand as face mask
and another of the same or another brand as moisturizer and hard as cleanser you will
have to tick three cells in total.)

PONDS

LAKME

AMWAY

NIVE

VASELINE
AEMAMI

FAIR &LOVELY
Any Other Please Specify

PART- 3: FACTORS CAUSING BRAND LOYALTY AND BRAND

SWITCHING IN CASE OF SKIN CARE PRODUCTS
10.Factor/s Causing/determining Brand Loyalty
1

Brand Name -I repeatedly purchase the same brand of skin care product because:

(a)The Brand is well reputed and the prestigious brand Image as well its popularity induce me
to buy it repeatedly.

(b) It reflects my own personality.

2.Product Quality
(a)The brand offers good quality of products.
(b)The products of the brand match my skin type.
(c)The products do not contain harmful chemicals.
3.Price
(a) The brand provides good value for money.
(b)The increased price of the brand is due to superior quality so I do not mind paying a higher
price for it.
(c)The brand offers required discounts at regular intervals
11. reasons for changing the brand of your skin-care products, by ticking the
relevant option for each factor causing Brand Switching.
(a)Price Discounts offered by other brand/s.
(b)Desire to try Different Brands.
(c)Recommendations of Friends, relatives and others who are using other brands.

THANK

YOU