Identifying factors affecting brand loyalty towards cosmetics products - A case study of Vietnamese consumers in Ho Chi Minh city
Abstract
This paper is intended to define factors influencing Vietnamese consumers ' brand allegiance to cosmetics products in the Ho Chi Minh City region. Four independent variables were chosen in this research based on prior research article: word-of-mouth, perceived value, convenience, customer satisfaction on product.
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To measure, the data were compiled from questionnaires given to over 180 respondents (both male and female) living in HCM city, who were between the ages of 18-55 and who had purchased cosmetics in the past. The methodology used in this study is the correlation coefficient relationship and multiple linear regression to test the hypotheses. The results illustrated that there is a significance and relationship of word-of-mouth and convenience with the brand loyalty towards cosmetics. Besides, the result showed that perceived value and customer satisfaction has a negative influence on brand loyalty.
For future studies, further inquiry of these variables contributing to consumer brand loyalty is strongly suggested in other fields of Vietnam.
Keywords: Brand Loyalty, Convenience, Word-Of-Mouth, Perceived Value, Satisfaction, Cosmetics, Cosmetics Products.