Factors influencing Brand Switching Behaviour of Customer withreference to Cosmetics
Keywords:
Brand Switching Behaviour, Product Quality, Price, Brand Image, Packaging.Abstract
The cosmetics industry have grown quickly from past many year’s because more people are paying attention to personal care and beauty products, nowadays the customers have many cosmetic brands to choose from, which makes it easier for them to switch from one brand to the another brand depending upon their needs, preferences, and experiences. This study aims to understand the main reasons behind the brand switching behaviour among cosmetic product users. It mainly focuses on four important factors, namely price, product quality, brand image, and packaging, and examines how these factors influence the customers when choosing a different brand. The information or the for the study was collected from 126 respondents through a questionnaire, and various statistical methods were used to analyse the responses and understand consumer behaviour. The findings show that customers think or thought about the several factors before changing their cosmetic brands. product quality, affordable price, brand reputation, and packaging all plays a vital role in influencing customers decisions. among all the factors packaging have a wide impact on the Brand switching behaviour. The study also reveals that customers are more likely to continue using a brand when they are satisfied with the product and believe that it offers good value for money. The results of this study can help cosmetics companies gain a better understanding of the customer preferences and expectations. It can also assist marketers in developing effective strategies to improve customer satisfaction, reduce brand switching, and build long term customer loyalty.
References
1. Kanimozhi T, Dr U. Vani: An empirical analysis of consumer brand switching behaviour in Indian cosmetics market Volume 13, Issue 2, www.jetir.org (ISSN-2349-5162), https://doi.org/10.1080/13527266.2024.2394782 12
2. Majumder, J., Giri, A., Gangopadhyay, S. (2023). Investigating the Influence of Social Media Marketing on Business Performance of Diverse Brands in Indian Cosmetics Market, vol 1042. Springer, Singapore. https://doi.org/10.1007/978-981-19-2300-5_19
3. Suvathi (2023). Brand loyalty in cosmetics products: role of satisfaction. International journal of corporate research 11(3), 102-108.
4. Iyer, R. & Pillai, A. (2023). Impact of Online Reviews on Cosmetic Buying Behaviour. Journal of Digital Marketing, 7(2), 90-98.
5. Verma, S., & Gupta, N. (2020). Packaging effect on cosmetic consumer behavior. Journal of Brand Management, 7(1), pp.25-32.
6. Sahu, P., & Saini, R. (2025). Green cosmetics purchasing behaviour: A study of eco- conscious choices of Generation Z consumers. International Journal of Scientific Research in Science and Technology, 12(4), 923–941. https://doi.org/10.32628/IJSRST251376
7. George, S. M., & N., S. (2024). A study on brand switching of cosmetic products among Gen Z female consumers with special reference to Bengaluru city. International Journal of Research and Analytical Reviews, 11(1), 577–584.
8. Meena, T. S., Raj, I. K. L., & Thamotharan, M. K. (2024). An investigation into consumer brand loyalty in the personal care product industry. International Journal of Scientific Research in Engineering and Management, 8(2).
9. Raja, P. & S. Kavitha (2015). 3. Consumer behaviour on cosmetics in rural areas. Journal of Rural Marketing, 3(1), 15-22.
10. Joshi, & Mishra, S. (n.d.). Consumer Predilection towards Eco-Friendly Cosmetics. Journal of sustainability marketing, 8(1), 55-63.
