COSMETICS BRAND ALLEGIANCE OF WOMEN CONSUMERS

Brand allegiance is completely a new concept in consumer market which refers to commitment towards a brand. Lots of brands are available in the market and today's modern women prefer to buy a brand which carries a big name, fame and style. Price and promotion is the chief P's of cosmetic market. Retaining customer is a challenging task for each marketer. The study investigates the demographic factors and their association with cosmetic brand preference. In order to analyse data and testing underling hypothesis chi-square test has been used. The findings suggest that there is a strong association between Occupation, Income & residential location and their brand preference and good association is found between brand name preference and price of brand. Lakme is found to be most preferable brand among women.