Cosmetics brand switching among black women in UK

2014 dissertation for MSc in International Business Management. Selected by academic staff as a good example of a masters level dissertation. Using brand literatures and consumer behaviour literatures, the author critically investigates the switching behaviour of black women in the use of cosmetic product the UK. The research paper seeks to examine how black women respond to color cosmetic brand that are beginning to cater for the need of black women, as the ethnic minorities seem to have been abandoned by big brands that provide color cosmetics. These mainstream believed that here is no money in the ethnic minority market, this has made it difficult for black women to find color cosmetic product that suits their skin type. Most black women have had to rely on specialist to purchase their cosmetic product. The author used qualitative approach by using interviews to collect the data as this helped the author to gain more insight into the minds of the black women and a deeper understanding as to why black women respond to cosmetic products that are new in the market and how willingly are they to switch to cosmetic brands that big brands like L’Oreal are beginning to provide for black women. The Findings shows that black women do not care about the brand image of big cosmetic brands and they as some of them are not willingly to switch cosmetic product, as they feel satisfied with the product they already use. The Finding also reveals that consumers seek cosmetic product that works for their skin and are more concerned of the quality of the brand and not the price of the colour cosmetic product The author concludes by presenting theoretical and managerial implication