The Influence of Brand Loyalty on Cosmetics Buying Behavior of UAE Female Consumers

Abstract

The worldwide annual expenditures for cosmetics is estimated at U.S. $18 billion, and many players in the fieldare competing aggressively to capture more and more markets. The purpose of this article is to investigate theinfluence of brand loyalty on cosmetics buying behavior of female consumers in the Emirate of Abu Dhabi in theUAE. The seven factors of brand loyalty are brand name, product quality, price, design, promotion, servicequality and store environment. Questionnaires were distributed and self-administered to 382 respondents.Descriptive analysis, one-way ANOVA and Pearson Correlation were used in this study. The findings of thisstudy indicated that brand name has shown strong correlation with brand loyalty. The research results showedthat there is positive and significant relationship between factors of brand loyalty (brand name, product quality,price, design, promotion, service quality and store environment) with cosmetics brand loyalty.