The impact of brand awareness, brand association and brand perceived quality on female consumers' purchase decision of foreign makeup products (a study on youth segment)

Abstract

Personal grooming is one of the fast growing markets in anywhere in the world whereas huge brand completion is noticed at a hype even in Sri Lanka. The foreign makeup products brands found in local market is evidence in Sri Lankan context to study the brand related behavior referring to one of the product scopes found in personal care categories. The purchasing decision related to foreign made makeup products referring to female segment has been recognized by the researchers as worth to study depending on the life style rationale of ladies in local market since it could provide constructive insights for crafting marketing related decisions. In par with the same, researchers have focused on studying the impact of Brand Awareness, Brand Association and Brand Perceived Quality on female consumers‟ buying decision of foreign makeup products. The research approach of the study is deductive discipline and primary data were gathered followed by a structured questionnaire. The relationships between each selected brand equity element and female consumer purchase decision were examined along with hypotheses developed. The sample size was 200 female consumers who represented the youth segment. Results revealed that there were significant relationships between Brand Awareness, Brand Association and Brand Perceived Quality and female consumers‟ buying decision of foreign makeup products and those elements were having a high impact on female consumers‟ buying decision of foreign makeup products. Further, the researchers were able to recognize that, among the selected brand equity determinants, brand awareness was the most influential element towards purchase decision with a correlation value of 0.918. It has discussed the findings followed by both descriptive and inferential statistics. The managerial implications have been discussed specially referring to the contexts branding and marketing promotion as to produce knowledge contribution through this empirical study.