FACTORS INFLUENCING CUSTOMERS’ SATISFACTION AND BRAND’S LOYALTY IN COSMETIC PRODUCTS AMONG STUDENTS
Journal Title: Research Hub - Year 2016, Vol 2, Issue 1
Abstract
The paper aims to explore factors influencing customers’ satisfaction and brand’s loyalty in cosmetic products among students. Consumers consider the brand when they purchase any product and any service. Brands represent the consumer’s perceptions and opinion about presentation of the product. Three issues related are identified: students tend to frequently change the cosmetic products brands; lack of awareness of cosmetic products’ impact to health among students and lack of information in cosmetic products. The research objectives are: to explore the types of cosmetic products; types of pricing; types of placing and types of promotion in cosmetics products’ that influence customers’ satisfaction and brand loyalty in cosmetic among students.
Authors and Affiliations
Nurul Aishah Mohammad and Dang Merduwati Hashim
Keywords
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