A research study to determine required brand building aspects in Cape Town’s cosmetics industry, with specific reference to brand loyalty amongst urban women

Abstract

There are hundreds of existing brands that compete in the cosmetics industry in Cape Town. Each and every brand aims to develop, maintain and grow a loyal customer base to ensure the success and growth of their business. With so many options available, however, consumers can easily switch brands. The aims of this study were to determine whether urban women in Cape Town display loyalty towards cosmetics brands and to establish the factors that have the greatest impact on brand loyalty.

Quantitative and qualitative research instruments were used to gather information for this study. Online questionnaires were administered to urban women of legal age in Cape Town. The questionnaires asked questions regarding brand loyalty; brand switching; the importance of certain factors when purchasing cosmetics products; brand preferences and reasons thereof. In-depth interviews were also conducted with beauty professionals in Cape Town. The interviewees were asked about their experiences and opinions of brand loyalty in the cosmetics industry.

The research findings revealed that urban women in Cape Town display a high level of brand loyalty towards cosmetics brands. Product quality was found to be the most impactful factor resulting in brand loyalty amongst this market segment. MAC was found to be the brand with the highest level of preference due to its supreme product quality, service quality and overall positive brand experience.

The research results correlated with a number of existing studies with similar objectives. The importance of the existing factors that lead to brand loyalty was verified and new factors emerged. This study forms the foundation on which future studies can be based. Many aspects still need to be explored since they were beyond the scope of this study.