Abstract
A STUDY ON EFFECT OF BRAND INGREDIENTS ON CONSUMER PERCEPTION TOWARDS BUYING OF SKIN CARE PRODUCTS: AN EMPIRICAL STUDY IN THE REGION OF JALANDHAR PUNJAB

Sudhanshu Kumar* and Komal Singh

ABSTRACT

Each of the five characteristics studied in this study was found to have a positive influence on Jalandhar consumers' purchasing intentions for skin care products. Product quality was shown to be the most critical element affecting customers' purchase intentions for skincare products. As a consequence, it is evident that in order to acquire a competitive advantage over their competitors, Company must generate perceived quality qualities that are significant to both the industry and customers. The relevance of the other elements, however, should not be disregarded. Customers build a positive or negative brand image as a consequence of brand reputation, which influences their connection with the brand and, as a result, influences their purchase intent. Brand identity is equally crucial since no discussion or transaction would be possible without it. Firms should also preserve consumer brand loyalty, since devoted customers would stick with the same brand and not switch. Customers who are loyal to a brand are also more willing to pay a premium price for it and to recommend it to others, resulting in a significant impact on purchase intent. To summarise, as the skincare industry gets more competitive, it is necessary to research and understand customer behaviour, preferences, and expectations in order to provide solutions that continually please them. Packaging promotion is unquestionably an important step in conquering competition and standing out from the crowd.

Keywords: consumer perception, skin care products, brand ingredients.


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