CUSTOMER PERCEPTIONS AND PURCHASE INTENTION FOR BRANDED COSMETIC PRODUCTS: AN EMPIRICAL STUDY

Customer perception for a brand plays an important role in affecting the customer purchase intention. This holds equally true for the branded Cosmetic products. This sector is becoming more and more competitive with more and more new cosmetic companies entering the market. Therefore it is essential for the companies to continuously develop their business activities in order to remain attractive to the customers. To achieve these companies need to understand the purchase intentions of the customers. The present study is to understand the customer perception and purchase intentions empirically in the context of cosmetic product. The result indicates that the perception of the customers towards a brand affects the purchase intentions. A crosssectional field study of 384 individuals was conducted to explore the factors affecting purchase intentions among consumers of NCR. Variables namely brand image, product quality, product knowledge, product involvement, product attributes and brand loyalty were studied as determinants of consumers' purchase intentions and were found to have a positive association with purchase intentions. The tests that were used in the study are common method variance, descriptive analysis CFA, convergent and the discriminant validity and the SEM. With all these tests the analysis was completed desired results were achieved.