Analysis of Determinants of Brand Preference for Cosmetics in Abia State, Nigeria

Abstract

This study analysed the determinants of brand preference for Cosmetics in Abia State of Nigeria. Factors examined were intrinsic and extrinsic factors which include sex, age, occupation, status, Social Class; Product characteristics like quality, packaging, price, brand name and Shelf life. A multi-stage and simple random sampling technique was adopted in selecting a sample size of 300 respondents. Data were analysed using simple descriptive statistics, and probit regression. Key product features influencing consumers' preference for cosmetics products as shown by the study include, price, quality, brand name, shelf-life, packaging and fragrance. Also, consumer's age, marital status, educational attainment, employment status, income status and social class further determine their preference for brands of cosmetics. These factors were all positive and significant in the study. The study recommends that knowing consumers and considering their desires should be precise issues on marketing strategies. Therefore, there is need for organizations to first conduct extensive research to effectively understand the preference behaviour of consumers. Such marketing research will go a long way in revealing the major demographic and other variables that have greater and stronger effects on brand preference for cosmetics products. In order to create and maintain acceptance for their cosmetics products, business organizations must recognize that many of their core product attributes are necessary. Therefore, there is a need to understand the important roles of each cosmetic product attribute, i.e. price, quality, packaging, shelf life, fragrance, active ingredients used, and availability in order to enhance brand appeal.