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INTERNATIONAL JOURNAL OF RESEARCH IN MANAGEMENT AND BUSINESS: VOLUME 1 ISSUE 1
A Study on Brand Awareness among Women Skincare Buyers in Tier-3 Cities of
Madhya Pradesh
Ms. Asiya Faisal Khan1
Abstract
The market and store shelves today, are flooded with n number of products and
countless brands, giving number of choices for the consumers to buy. Increase in literacy
levels, high increase of women joining the workforce have made people more aware and
conscious towards hygiene and beauty. The growing concern for a perfect skin and a perfect
body has become the goldmine for the skincare industry all over the world. This paper focuses
on an effort to determine the impact of Brand awareness on the purchase of skincare products by
Women living in the tier -3 cities of Madhya Pradesh. Questionnaires were distributed and self
administered to 202 respondents. Chi-square and ranking method used in the study. The sample
includes women skin care users both working & non working. The findings of the study indicated
women buyers are influenced with Product Brand. Since, the research is on the consumer
buying behavior, certain degree of subjectivity can be found among sample respondents
was the limitation of the study. Its practical implication suggests that the Companies should
strive to build Brand image in the minds of the consumers by exercising innovative practices to
reinvent the Brand and create Brand equity.
Keywords: Brand, sub factors of Brand, women skincare users, consumer buying behavior, tier-3
cities.
1. Introduction
Exposure to western culture, increase of disposable income, more and more women joining the
workforce has strengthened the growth of the Indian skincare sector.
As the competitive landscape is becoming intense day by day, it has become a challenge
before the marketers to understand the diversity in consumer behavior and offer products &
services accordingly. The main impetus for marketing managers is to know how the social
and behavioral factors could help to find the specific causes of consumer’s actions and
in particular their buying decisions. Why did people choose Brand X as opposed to
Brands Y or most importantly, how would the consumer react to a new or an improved
Brand X.
Indian consumers are maturing fast and upgrading within the product segments at
a pace that consumer companies are struggling to keep with. Companies therefore have
to straddle the whole consumer pyramid rather being focused on one part of it. These
changes have raised new challenges for the old brands. There is danger for these brands
1
Assistant Professor, Sahib Institute of Management and Research, Indore, India,
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fading away. As a result, there is a new challenge for the old brands to adopt innovative
approaches and reinvent themselves.
1.1 Skin Care Products
Skin care products refer to all products used for cleansing, massaging, moisturizing etc.
of the skin especially the face or hands. The aim of such products is to maintain the
body in good condition and protect it from the harmful effects of the environment. Skin
care products also fall into the general category of cosmetics. Skin care products include
cleanness facial masks, loners, moisturizers, sunscreen, tanning sets and lotions, skin
lighteners, serums and exfoliants. Exposure to western culture, media, magazines, fashion
shows, billboards have cultivated the concept of role models. No doubt, people wish to look like
their role models. The growing concern for a perfect skin and a perfect body has become the
goldmine for the skincare industry all over the world.
1.2 The Global Skin care Industry
The skin care market consists of the retail sale of facial care, body care, sun care, hand
care, depilatories and makeup remover products. The global markets consist of Africa
and Middle East, Americans, Europe and Asia-Pacific. The global skin care market
generated total revenues of $78.1 billion in 2011, representing a compound annual
growth (CAGR) of 4.5% for the period spanning 2007-2011. Facial care sales proved to
be the most lucrative for the global skin care market in 2011, generating total revenues
$50.1 billion equivalent to 64.1% of the market's overall value. The body care segment
accounts for a further 16.8% of the market sun care at 9.2%, Hand care at 5.9%,
Depilatories at 2.0% and makeup remover at 1.9%. Market segmentation of the Global
market finds that Asia-Pacific accounts for 44% Europe at 33.7% of the global market,
Americans at 20.4% and Africa, and Middle East at 1.8%. The market share of the
leading companies of the world shows that L’Oreal S.A. is the leading player in the
global skin care market generating a 12% of the market's value. Beiersdorf AG accounts
for a further of 9.2% of the market share. Unilever is at 7.3% and other companies are at
71.5%.
1.3 Indian Skincare Industry
The Indian skincare market is led by facial care (representing 70.9% of the total market
value) followed by body care (representing 11.6%), depilatories (representing 7.4%),
hand care (representing 5.1%), makeup remover (representing 2.6%) and sun care which
makes up remaining 2.5% in 2011. The leading companies in the Indian market are
Unilever, L’Oreal S.A., Emami limited, cavinkare Pvt. Ltd, Reckitt Benckiser Group
ltd., Oriflame Dabur India Limited, Procter and Gamble etc.
2. Review of Literature
Cunningham (1967) examined the pattern of consumer behavior regarding the selection of one’s
favorite brand and its availability. He also analyses purchasing behavior regarding the number of
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brands purchased and the percentage of money spent or most frequently purchased brands by
using a brand loyalty score. Relationship between brand loyalty and certain personality measures
was observed in the study.
Simon J.L. (1969) attempted to analyze the effect of advertising on the sales of brand.
The role of advertising in shaping one’s image and perception of brands is known. Many
researchers have attempted to study the role of advertisements on brand loyalty. A successful
advertisement must be able to transfer its distractive image and appeal over to the brand.
Akagun et al. (2005) conducted a field study on Turkish women’s Brand loyalty among
Cosmetic products studied the level and pattern of Brand loyalty among Turkish women was
done. They have farther tried to analyze the relationship between demographic factors like age,
education level, city of residence and occupation and brand loyalty; the relationship between
factors that cause loyalty for and switching of brands and the Turkish woman’s Brand loyalty
behavior. They concluded that firstly Turkish women do not have brand loyalty among the skin
care products they use; secondly there is no significant relationship between a woman’s brand
loyalty for skin care products and her age and education level but the city of residence of a
woman and brand loyalty for skincare products are related to each other. Thirdly when analyzing
the relationship between a woman’s brand loyalty and the reasons that a particular brand is
selected, they found that factors like product advertisements, recommendations of family and
friends, wide availability of products and the brand name’s reputation had significant
relationship with a woman’s brand loyalty for skincare products but factors like price of the
product, packaging, sales promotion, product-skin type matching did not. And finally they found
out that there is significant relationship between a woman’s brand loyalty and her behavior that
result from being unable to find the desired product while shopping at a store and when the
product is finished in stock.
Panigrahi and Chandra (2006) have comprehensibly covered the level and pattern of
brand loyalty behavior of consumers in the Indian Marketing Environment. Based on the survey
work, the book explores the complexities of brand allegiance behavior of FMCG buyers. It
attempts a subjective understanding of the factors having a direct bearing on the loyalty level and
pattern of consumers at the market place.
Nair and Pillai (2007) analysed the purchase pattern of cosmetic consumers in Kerala.
The purpose of this paper was to study the demographic profile of cosmetic consumers, style of
purchase, the impact of brand and other factors involved in the purchase decision of the
consumers. It also studied the spending patterns of the cosmetic users. The methodology used by
the authors was exploratory & descriptive type of research. In exploratory research secondary
data was collected about the cosmetic sector in India and it was followed focus group discussions
with the cosmetic consumer. The second stage was descriptive research which was conducted
through a survey method. Data was collected through interview schedules. The findings of the
study were Male consumer purchase and select brands individually. Quality is the major factor
affecting their purchase. Male consumers purchase products only from one shop of their
convenience. While the female consumers purchase their cosmetics individually but their mains
sources of information are their friends. Even is the case of brand selection. Women consumers
also buy products from any shop of their convenience. But buy from many shops rather from one
shop. Male consumer spends Rs.300-500 per month while female consumers spend Rs. 100-300
per month.
Khraim (2011) investigated the influence of brand loyalty on cosmetics buying behavior
of female consumers in the Emirate of Abu Dhabi in the UAE .The seven factors of brand
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loyalty taken into consideration are brand name, product, quality, price, design, promotion,
service quality and store environment. A questionnaire was developed and pilot tested through
interviews with five level professionals at Paris Gallery, the most famous Cosmetics outlet in
UAE. The Questionnaire consisted of two parts, the first section about consumer demographics
& second section about brand loyalty factors. A sample size of 382 respondents was taken.
Sample was collected from respondents of different age groups such as 16-24, 25-33, &34-42
years old. The findings revealed that product Quality plays a significant role in influencing
consumers to be brand loyal customers. The overall finding of the study also show that UAE
consumers prefer brand name, product Quality, price, promotion stores environment and service
Quality as Relevant factors attributable to brand loyalty. All these factors show positive
relationships with brand loyalty except design which shows no relationship.
3. Theoretical Framework
3.1 Brand
A name becomes a brand when consumers associate it with a set of tangible or intangible benefit
that they obtain from the product or service. Simply stated, brand is an outcome of company’s
marketing efforts, product performance and customer satisfaction. A strong brand stands for
many things: quality, design, products, position, image and value for money and confidence.
Since Products have lifecycles; brands don’t. The brands with strong equities live in the hearts
and the minds of the consumers. Brand value is endowed to products & services. This value is
reflected in how consumers think, feel and act with respect to the brand, as well as the prices,
market share, and profitability that the brand, commands for the firm. Marketers should build
brand image by creating right brand knowledge structures with the right consumer. The brand
elements should be chosen with care. The brand elements should be meaningful, memorable and
likeable by the consumer. Strong brands continuously provide relevant information and reasons
to buy the product to the customer in a creative and motivating manner which will directly or
indirectly drives sales growth. The basic attributes of winning brands obviously are ubiquity,
equity, value positioning/pricing, consistency and innovation.
4. Research Methodology
The research undertaken was exploratory in nature. The data was collected through consumer
survey method. Consumer survey method was adopted to develop an approach towards the
problem so as to understand the Brand consciousness of this population towards skin care
products. To determine the level of agreement five point Likert scale and ranking method was
used to analyze the perception of women skin care users for brand and the sub-factors of brand.
4.1 General Objective of the Study
The main objective of the study is to analyze the impact of Brand awareness among women
skincare users in the state of Madhya Pradesh.
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4.2 Specific Objectives of the Study
The main objective of the study is to analyze the impact and perception of women skincare users
regarding Brand in skin care products in the state of Madhya Pradesh.
1) To study the importance of Brand for the women skin care users living in Jabalpur and
Gwalior cities of Madhya Pradesh.
2) To analyze the impact of different sub-factors of a skincare brand on the women skincare
users in the state of Madhya Pradesh.
4.3 Sampling Design




Sample size : 202
Sample frame: two major cities of M.P. i.e. Jabalpur, Gwalior.
Sampling Method : convenient sampling
Survey : questionnaire
Hypotheses are:
Ho1: Women consumers living in tier-3 cities of Madhya Pradesh are not influenced with
product brand.
Sub-H1.1: Women consumers in the Jabalpur city are not influenced with brand is important.
Sub-H1.2: Women consumers in the Jabalpur city are not influenced with purchase of favorable
brand makes them happy.
Sub-H1.3: Women consumers in the Jabalpur city are not influenced with brand is indicator of
quality.
Sub-H1.4: Women consumers in the Jabalpur city are not influenced with well known brand has
superior quality.
Sub-H1.5: Women consumers in the Jabalpur city are not influenced with high price means high
quality.
Sub-H1.6: Women consumers in the Gwalior city are not influenced with brand is important.
Sub-H1.7: Women consumers in the Gwalior city are not influenced with purchase of favorable
brand makes happy.
Sub-H1.8: Women consumers in the Gwalior city are not influenced with brand is indicator of
quality.
Sub-H1.9: Women consumers in the Gwalior city are not influenced with well known brand has
superior quality.
Sub-H1.10: Women consumers in the Gwalior city are not influenced with high prices means
high quality.
Table-1 presents the result of the analysis of the hypothesis from 1.1 to 1.5. It was
observed that at four degrees of freedom (df-4) and .05 level of significance, the calculated value
of chi-square is 60.35 and it is more than its table value 9.48. (60.35>9.48).Therefore, the subhypothesis 1.1 that women skincare consumers in Jabalpur city are not influenced with brand is
important is, rejected and the alternate hypothesis that women skincare consumers in Jabalpur
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city are influenced with brand is important is accepted. The researcher concludes that women
skincare consumers in Jabalpur city are influenced with brand is important.
It was observed that at four degrees of freedom (df-4) and at .05 level of significance, the
calculated value of chi-square 61.05 is more than its table value 9.48. (61.05>9.48). Therefore,
the sub-hypothesis 1.2 that women skincare consumers in Jabalpur city are not influenced with
purchase of favorable brand makes happy, is rejected and the alternate hypothesis that women
skincare consumers in Jabalpur city are influenced with purchase of favorable brand makes
happy is accepted. The researcher concludes that women skincare consumers in Jabalpur city are
influenced with purchase of favorable brand makes happy.
It was observed that at four degrees of freedom (df-4) and at .05 level of significance, the
calculated value of chi-square 81.43 is more than its table value 9.48. (81.43>9.48). Therefore,
the sub-hypothesis 1.3 that women skincare consumers in Jabalpur city are not influenced with
brand is indicator of quality is rejected and the alternate hypothesis that women skincare
consumers in Jabalpur city are influenced with brand is indicator of quality is accepted. The
researcher concludes that women skincare consumers in Jabalpur city are influenced with brand
is indicator of quality.
It was observed that, at four degrees of freedom (df-4) and at .05 level of significance, the
calculated value of chi-square 58.98 is more than its table value 9.48. (58.98>9.48). Therefore,
the sub-hypothesis 1.4 that women skincare consumers in Jabalpur city are not influenced with
well known brand has superior quality, is rejected and the alternate hypothesis that women
skincare consumers in Jabalpur city are influenced with brand has superior quality is accepted.
The researcher concludes that women skincare consumers in Jabalpur city are influenced with
well known brand has superior quality.
It was observed that, at four degrees of freedom (df-4) and at .05 level of significance, the
calculated value of chi-square 15.54 is more than its table value 9.48. (15.54>9.48). Therefore,
the sub-hypothesis 1.5 that women skincare consumers in Jabalpur city are not influenced with
high prices means high quality is rejected and the alternate hypothesis that women skincare
consumers in Jabalpur city is influenced with high prices means high quality is accepted. The
researcher to conclude that women skincare consumers in Jabalpur city are influenced with high
prices means high quality.
The hypothesis is determining that women skincare consumer in Gwalior are not
influenced with brand is important.Table-2 present the result of the analysis of the hypothesis
from 1.6 to 1.10. It was observed that at four degrees of freedom (df-4) and at .05 level of
significance, the calculated value of chi-square 107.34 is more than its table value 9.48.
(107.34>9.48). Therefore, the sub-hypothesis 1.6 that women skincare consumers in Gwalior city
are not influenced with brand is important is rejected and the alternate hypothesis that women
skincare consumers in Gwalior city are influenced with brand is important is accepted. The
researcher concludes that women skincare consumers in Gwalior city are influenced with brand
is important.
It was observed that, at four degrees of freedom (df-4) and at .05 level of significance, the
calculated value of chi-square 91.28 is more than its table value 9.48. (91.28>9.48). Therefore,
the sub-hypothesis1.7 that women skincare consumers in Gwalior city are not influenced with
brand makes happy, is rejected and the alternate hypothesis that women skincare consumers in
Gwalior city are influenced with purchase of favorable brand makes happy. The researcher
concludes that women skincare consumers in Gwalior city are influenced with purchase of
favorable brand makes happy.
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It was observed that, at four degrees of freedom (df-4) and at .05 level of significance, the
calculated value of chi-square 86.67 is more than its table value 9.48. (86.67>9.48). Therefore,
the sub-hypothesis 1.8 that women skincare consumers in Gwalior city are not influenced with
brand is indicator of quality is rejected and the alternate hypothesis that women skincare
consumers in Gwalior city are influenced with brand is indicator of quality is accepted. The
researcher concludes that women skincare consumers in Gwalior city are influenced with brand
is indicator of quality.
It was observed that, at four degrees of freedom (df-4) and at .05 level of significance, the
calculated value of chi-square 55.23 is more than its table value 9.48. (55.23>9.48). Therefore,
the sub-hypothesis 1.9 that women skincare consumers in Gwalior city are not influenced with
well known brand has superior quality, is rejected and the alternate hypothesis that women
consumers in Gwalior city are influenced with brand has superior quality is accepted. The
researcher concludes that women skincare consumers in Gwalior city are influenced with well
known brand has superior quality.
It was observed that, at four degrees of freedom (df-4) and at .05 level of significance, the
calculated value of chi-square 15.13 is more than its table value 9.48. (15.13>9.48). Therefore,
the sub-hypothesis 1.10 that women skincare consumers in Gwalior city are not influenced with
high prices means high quality is rejected and the alternate hypothesis that women skincare
consumers in Gwalior city influenced with high prices means high quality is accepted. The
researcher concludes that women skincare consumers in Gwalior city are influenced with high
prices means high quality.
Sub-factors of Brand
The five sub factors of Brand considered were well-known reputation of the brand, brand name,
brand endorsed by celebrity, brand colour and character, and ease of brand name pronunciation.
The data was analysed through ranking method.
Well-known Reputation
Table 3 shows the analysis of data revealed that a great majority of women consumers (58.50%)
recorded that they are influenced the purchase of skin care products by well known reputation of
brand and as second important factor of women consumer recorded (17.90%), third (11.70%),
fourth (7.80%), fifth (4.1%) that they are influenced the purchase of skin care products by well
known reputation of brand. It can be concluded that majority of 58.50% women skincare
consumers are accepted that well-known reputation of brand is the first important factor
influenced to purchasing of skin care products.
Brand Name
Table 4 shows the analysis of data revealed that women consumers (23.40%) recorded that the
purchase of skin care products is influenced by brand name and as second important factor of
women consumer recorded (58.20%), third (11.00%), fourth (3.6%), fifth (3.80%) that they are
influenced by brand name.
It can be concluded that 23.40% of women skincare consumers accepted that brand name
is the first important factor influencing the purchasing of skin care products.
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Brand endorsed by Celebrity
Table 5 shows that women consumers (6.40%) recorded that the purchase of skin care products
is influenced by brand endorsed by celebrity and as second important factor of women
consumer recorded (9.80%), third (41.50%), fourth (32.70%), fifth (19.60%) that they are
influenced by brand endorsed by celebrity. It can be concluded from the analysis that only 6.40%
of women skincare consumers accepted that brand endorsed by celebrity is the first important
factor influencing the purchasing of skin care products.
Brand Color and Character
Table 6 shows that women consumers (6.40%) recorded that the purchase of skin care products
is influenced by brand color and character and as second important factor of women consumer
recorded (8.80%), third (17.90%), fourth (50.80%), fifth (16.00%) that they are influenced by
brand color and character. It can be concluded from the analysis that only 6.40% of women
consumers accepted that brand color and character is the first important factor influencing the
purchasing of skin care products.
Ease of Brand Name Pronunciation
Table 7 shows that women consumers (5.70%) recorded that the purchase of skin care products
is influenced by ease of brand name pronunciation and as second important factor of women
consumer recorded (6.40%), third (16.20%), fourth (14.70%), fifth (57.00%) that they are
influenced by ease of brand name pronunciation. It can be concluded from the analysis that only
5.70% of women consumers accepted that ease of brand name pronunciation is the first
important factor influencing the purchasing of skin care products
Conclusion
Exposure of media whether it is print ad, electronic ad, or an online ad has a deep impact on
consumers. Women Skincare Consumers perceive Brand as most important factor while buying
skin care products emphasizing on the fact, Brand consciousness prevail in the minds of women
consumers living in Madhya Pradesh irrespective of the city they live in.
Women buyers in the state perceive each of the five sub factors of brand as important.
The sub factors of Brand are the associations created by the companies in order to connect with
the minds of the consumers and create a space in the memories of the buyers. Good memories
and experiences helps to recall the brand leading to a repeat purchase while, Bad experiences
diminishes the image of the Brand from the mind space of the consumer. The companies should
continuously work on it to remain connected with the buyers in terms of creating associations
which are meaningful, memorable and likeable. Brand equity maintained by Brand associations
should bring freshness and a new perception for the women buyers. Companies should strive to
build Brand image in the minds of the consumers by exercising innovative practices to reinvent
the Brand through and create Brand equity.
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References
Akagun, E., Ozdemir, H., and Parilti, N. (2005) ‘Brand loyalty in the cosmetic Industry: A field
study on Turkish woman’s brand loyalty among cosmetic products’, Journal of Business
and Economic Research.
Cunningham, S.M. (1967) ‘Perceived Risk and brand loyalty in Donald coaxed Risk Taking
information handling in Consumer Behavior’, Boston Harvard University Press, pp. 507512.
Data Monitor International “Global Skin care Industry Report”, 2013.
Data Monitor International “Indian Skincare Industry Report”, 2013.
Deliya, M. (2012) ‘Consumer Behavior towards the new packaging of FMCG Product’, Abhinav
Journal of Research in Commerce & Management, 1(11), pp. 199-211.
Gupta, N. (2001) ‘Brand Management: Challenges and Opportunities’, Indian Management,
40(6), p. 30.
Howard, J.A. and Sheth, J.N. (1969) The Theory of Buyer Behavior. New York: John Willy &
Sons.
Keller, K.L. (2003) Strategic Brand Management: Building, Measuring and Managing Brand
Equity. New Jersey: Prentice Hall.
Khraim, H.S. (2011) ‘The influence of brand loyalty on cosmetics buying behavior of UAE
Female Consumers’, International Journal of Marketing Studies, 3(2), pp. 123-133.
Kohli, C. and Thakor, M. (1997) ‘Branding Consumer Goods: Insights from Theory and
Practice’, Journal of Consumer Marketing, 14(3), pp. 206-219.
Nair, V.K. and Pillai, P.R. (2007) ‘A Study on Purchase Pattern of Cosmetics among Consumers
in Kerala’, International Marketing Conference on Marketing & Society, 8-10 March.
Sen, S. (2002) as quoted in Indian Management, 41(5), p. 13.
Sheing yee, F. and Suan, S. (2012) ‘Analysis of the Purchasing Behavior on Skincare Products
among the Young Generation’, International Journal of Undergraduate Studies, 1(1), pp.
8-14.
Simon, J.L. (1969) ‘The effect of advertising on Liquor Brand sales’, Journal of Marketing
Research, 6, pp. 301-305.
Stanton, W.J., Etzel, M.J., Walker, B.J. (1994) Fundamentals of Marketing. Singapore: McGraw
Hill Inc, pp. 264-65.
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Undecided
strongly disagree
no.
of
case
Agree
Table
value
(x2)
Calcula
ted
value
(x2)
Significance
(.05 level)
Disagree
Brand
consciousness
strongly agree
Table 1. Impact of product brand on Women skin care Buyers living in Gwalior city.
Brand is
Important
101
57
43
0
1
0
9.48
50.43
Significant
Purchase
of 101
favorable Brand
makes happy
33
55
6
5
2
9.48
105.88
Significant
Brand is
Indicator
quality
101
45
28
21
6
1
9.48
61.72
Significant
Brand
has 101
superior quality
27
45
19
7
3
9.48
56.07
Significant
High
prices 101
products means
the
higher
quality
26
23
13
28
11
9.48
11.82
Significant
of
Brand is
important
104
Purchase of
favourableB
rand makes
happy
104
55
45
36
44
5
8
strongly
disagree
Disagree
Undecided
Agree
strongly
agree
Brand
consciousne
ss
no. of case
Table 2. Impact of product brand on Women skin care Buyers living in Jabalpur city.
Table
value
(x2)
Calcula
ted
value
(x2)
Significance
(.05 level)
7
1
9.48
107.34
Significant
6
1
9.48
91.28
Significant
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Brand is
Indicator of
quality
Well
known
Brand has
superior
quality
High prices
products
means the
higher
quality
104
40
47
12
104
33
43
17
104
18
32
15
3
9
28
0
9.48
86.67
Significant
2
9.48
55.23
Significant
9.48
15.13
Significant
11
Table 3. Sub- Factors of Brand that influence the purchase of skin care of products.
Ranks (Responses in Percentages)
Brand-related (well known reputation)
1
2
3
4
5
58.50%
17.90%
11.7%
7.80%
4.10%
Figure 1 Brand related Sub Factor (well known reputation)
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Table 4. Sub Factor of Brand that influence the purchase of skin care of products.
RANKS (RESPONSE IN PERCENTAGE)
A.BRAND RELATED
( brand name )
1
2
3
4
5
23.40%
58.20%
11.00%
3.6%
3.80%
Figure 2 Brand related Sub Factor (Brand Name)
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Table 5. Sub-Factor of Brand that influence the purchase of skin care of products.
Ranks (Responses in Percentages)
Brand-related(brand endorsed by celebrity)
1
2
3
4
5
6.40%
9.80%
41.50%
32.70%
19.60%
Figure 3: Brand related Sub Factor (brand endorsed by celebrity)
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Table 6. Sub-Factor of Brand that influence the purchase of skin care of products.
Ranks (Responses in Percentages)
Brand-related (brand color and character)
1
2
3
4
5
6.40%
8.80%
17.90%
50.80%
16.00%
Figure 4: Brand related Sub Factor (brand color and character)
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Table 7: Sub-Factor of Brand that influences the purchase of skin care of products.
Ranks (Responses in Percentages)
Brand-related (ease of brand name pronunciation)
1
2
3
4
5
5.70%
6.40%
16.20%
14.70%
57.00%
Figure 5: Brand related Sub Factor (ease of brand name pronunciation)
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INTERNATIONAL JOURNAL OF RESEARCH IN MANAGEMENT AND BUSINESS: VOLUME 1 ISSUE 1
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