Factors affecting consumer brand loyalty on personal care products

Ooi, Xin Yi (2024) Factors affecting consumer brand loyalty on personal care products. Final Year Project, UTAR.

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Abstract

Brand loyalty is a significant determinant of the success, and even the survival of an organization. As the growth of personal care market is seeing an upward trend in both globally and locally, it is crucial for personal care brands to attract more loyal customers to stand out in the industry and compete against other companies. The purpose of this research is to find out the factors that will affect the brand loyalty of consumers towards personal care products, and the factors studied are perceived value, social value, promotion as well as environmental commitment. An online questionnaire in Google Form was designed and distributed to 200 Malaysians who have bought or used personal care products. The responses collected are analysed with the Statistical Package for Social Sciences (SPSS) version 29, and result shows that a positive relationship is observed between perceived value, social value, and environmental commitment with brand loyalty on personal care products. The implications of the study for the manufacturers and marketers are explained, and the limitations of this research are addressed together with the recommendations for future researchers to make improvements while studying the same topic.

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