An investigation on the determinants of brand loyalty in cosmetics products among Nigerian female consumers

The purpose of this study was to investigate the factors that are most important in creating brand loyalty in cosmetics products among Nigerian female consumers. In addition, to evaluate the relationship between brand image, perceived use value, brand price and brand loyalty of cosmetic products in Nigeria. The author of this body of work adopted a descriptive survey research design (quantitative approach), where questionnaires were utilized to facilitate data collection. Data was obtained from the students of University of Lagos, Nigeria. The empirical study was conducted among a sample of 100 female customers who had regular interaction with a wide range of cosmetic products. For the statistical analysis of the data, Pearson Chi Square was applied to test the hypotheses and also to study the relationship between the variables in the research. This analysis studied the positive relationships between all the independent variables (brand name, brand image, brand price, perceived value, product quality, promotion, design, store environment, consumer satisfaction) with the dependent variable (brand loyalty). Furthermore, findings from the analysed data show amongst others that, there is a positive relationship between all brand variable determinants of the study and brand loyalty. Moreso, in terms of recommendations, the study advocate amongst others that, increase and sustained quality of a product is germane to customer’s brand loyalty and that the quality of brand should not be compromised for an effective customer’s brand determines loyalty to a particular product