The Influence of Brand Loyalty on Cosmetics Buying Behavior of UAE Female Consumers

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The Influence of Brand Loyalty on Cosmetics Buying Behavior of UAE Female Consumers
Dr. Hamza Salim Khraim Marketing Department, Faculty of Business Middle East University, Amman, Jordan E-mail: hkhraim@meu.edu.jo
Received: January 24, 2011 Accepted: February 9, 2011 doi:10.5539/ijms.v3n2p123
Abstract The worldwide annual expenditures for cosmetics is estimated at U.S. $18 billion, and many players in the field are competing aggressively to capture more and
more markets. The purpose of this article is to investigate the influence of brand loyalty on cosmetics buying behavior of female consumers in the Emirate of Abu Dhabi
in the UAE. The seven factors of brand loyalty are brand name, product quality, price, design, promotion, service quality and store environment. Questionnaires were
distributed and self-administered to 382 respondents. Descriptive analysis, one-way ANOVA and Pearson Correlation were used in this study. The findings of this study
indicated that brand name has shown strong correlation with brand loyalty. The research results showed that there is positive and significant relationship between
factors of brand loyalty (brand name, product quality, price, design, promotion, service quality and store environment) with cosmetics brand loyalty. Keywords: Female
buying behavior, Brand loyalty, Cosmetics, UAE 1. Introduction The history of cosmetics spans at least 6,000 years of human history, and almost every society on earth.
In the Western world, the use of cosmetics became prominent in the middle ages, typically among members of the upper classes. Although it is generally believed that
cosmetics as they are now known originated in the Far East, the study of non-industrial cultures indicates the use of cosmetics in every part of the world. The war
paint of native Americans, the tattooing and scarification (making of superficial incisions of the skin) practiced by many peoples (the Maori of New Zealand and
numerous African cultures, for instance), and the use of woad (a plant dye used by ancient Britons to paint their bodies blue) are all forms of cosmetic used for
psychological intimidation of the enemy as well as adornment (Draelos, 2007). The general term cosmetics is applied to all preparations used externally to condition
and beautify the body, by cleaning, coloring, softening, or protecting the skin, hair, nails, lips, or eyes. The U.S. Food and Drug Administration (FDA), which
regulates cosmetics in the United States, defines cosmetics as products “intended to be applied to the human body for cleansing, beautifying, promoting attractiveness,
or altering the appearance without affecting the body’s structure or functions.” This broad definition includes any material intended for use as a component of a
cosmetic product. The FDA specifically excludes soap from this particular category. Of the major firms, the oldest and the largest is L’Oréal, was founded by Eugene
Schueller in 1909 as the French Harmless Hair Coloring Company. The market was developed in the United States during the 1910s by Elizabeth Arden, Helena Rubinstein,
and Max Factor. These firms were joined by Revlon just before World War II and Estée Lauder just after (Mayell, 2004). The growth of cosmetics and beauty products
markets have surged significantly as consumers are increasingly becoming aware about appearance, beauty, grooming and choice of personal care products. According to
Whittaker (2007) there are more than 3,300 companies manufacturing and distributing cosmetic and skin care products in the United States alone. 1.1 Research
Significance and Objectives In the UAE, the beauty and cosmetics sector is experiencing unprecedented growth. Recent statistics reveal a category growth of 12 per
cent annually and market value of $1.7 billion, which is expected to exceed $2.1 billion this year (Chaudhry, 2008). This study will contribute towards a better
understanding of the aspects of
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consumer buying behavior in this lucrative sector in the UAE. This type of study is crucial to delineate the new trends in the UAE Muslim society. As we will see
below, the country in general experience a rapid growth and modernization where more women’s are involved in business coupled with a massive movement among young
generation towards using the fashion and cosmetics to cope with this social and cultural changes. These new trends give more attention for personal appearance
especially among new educated young generation and based on that, the researcher chooses respondent age between 16-42 years. This study will enrich and add more to
the trivial literature and provides useful information on Abu Dhabi society to the business sector of this Emirate as well as dealers in the retailing sectors. This
information should be of valuable use to marketers to identify marketing opportunities to ensure greater efficiency in their use of resources and other efforts, which
directly related to consumer purchasing behavior such as market segmentation, consumer targeting, product features, promotional and selling efforts. Based on the
above, the objectives of this paper are to: Provide an overview of cosmetics market in the UAE and its importance. Examine the influence of brand loyalty on female
buying behavior of cosmetics 2. Literature review 2.1 Overview on the Emirate of Abu Dhabi Abu Dhabi is the capital and the second largest city in the United Arab
Emirates. The city had an estimated population of 869,751 in 2009. Abu Dhabi has grown to be a cosmopolitan metropolis. Its rapid development and urbanization, coupled
with the relatively high average income of its population, has transformed Abu Dhabi, making the city more Westernized than most other Arab cities. Today the city is
the country’s center of industrial activities, and a major cultural, and commercial centre due to its position as the capital. Abu Dhabi alone generates 15% of the GDP
of the United Arab Emirates (Gulf news, 2009). Peoples buying behavior is heavily influenced by the values, norms, and expectations of Islam. Abu Dhabi social
structure involves strong kinship patterns and the clan is the basis of Abu Dhabi tribal society. The extended family is the foundation of rural and urban society, and
thus there is a strong sense of loyalty to the clan or family. Therefore, one can imagine the intensive social interaction that takes place in Abu Dhabi and its impact
on Emirates buying behavior. 2.2 Cosmetics Market in the UAE It is estimated that Emirate women alone spend close to AED 1 billion (US $272 million) per year on
beauty products and treatments (Mena Report 2009). In recent years, working women with high disposable income spend more on cosmetics and beauty products and
particularly international brands, which are more popular in the UAE. According to Retail International, retail accommodation for beauty product retailers has grown
30% in the last three years to account for 25-30% of all retail space in the UAE. According to Chaudhry (2008) the cosmetics market value $1.7 billion, which is
expected to exceed $2.1 billion by next year. This rapid growth in cosmetics sales and market in the UAE grabs the attention of beauty and skin care companies
throughout the World. Paris Gallery, which has 26 outlets and controls around 60 % of high-end cosmetics and fragrance sales in the UAE, is expected to see growth of
more than 20 % per year. Paris Gallery is planning to open another 40 retail outlets within its existing UAE, Qatar and Saudi Arabia base as well as Bahrain, Kuwait
and Oman. Major brands are very active and more of the key suppliers are expected to follow such as Christian Dior and Coty. The market’s growth is also attributed to
the region’s demographics, with a population of young, fashionable trendsetters with high disposable income (Abed Al Aziz, 2006). Due to the lack of local cosmetics
manufacturers, most of companies selling cosmetics in the UAE are European and American (Cochrane, 2006). Due to this reason, the Emirates want to attract
manufacturers and multinational firms to the newly established Jebal Ali Free Zone Authority’s Fragrance Beauty and Fashion Park to give the UAE a greater regional
role in the growing market. 2.3 Brand Loyalty Howard and Sheth’s theory of buyer behavior (1969) were the first to introduce the notion of brand consideration into
marketing. Brand loyalty is defined as keeping preferable to a specific product or service (BNET Business Dictionary). Aaker and Keller, 1990 believe that loyalty is
closely associated with various factors, one of the main ones being the experience of use. Customers may be loyal owing to high switching barriers related to
technical, economical or psychological factors, which make it costly or difficult for the customer to change. In another point of view, customers may also be loyal
because they are satisfied with the brand, and thus want to continue the relationship (Fornell, 1992).
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2.4 Factors of Brand Loyalty Research has indicated that brand attributes are viewed as important elements in a consumer’s decision-making. For example, Lau et al.
(2006) in his article mentioned that there were seven factors that influenced consumers’ brand loyalty towards certain brands. The factors were brand name, product
quality, price, Design, store environment, promotion and service quality. 2.4.1 Brand Name Famous brand names can disseminate product benefits and lead to higher
recall of advertised benefits than non-famous brand names (Keller, 2003). There are many unfamiliar brand names and alternatives available in the market place.
Consumers may prefer to trust major famous brand names. These prestigious brand names and their images attract consumers to purchase the brand and bring about repeat
purchasing behavior and reduce price related switching behaviors (Cadogan and Foster, 2000). Furthermore, brand personality provides links to the brand’s emotional and
self-expressive benefits for differentiation. This is important for brands, which have only minor physical differences and consumed in a social setting where the brand
can create a visible image about the consumer itself. According to Kohli and Thakor (1997), brand name is the creation of an image or the development of a brand
identity and is an expensive and time consuming process. The development of a brand name is an essential part of the process since the name is the basis of a brand’s
image. Brand name is important for the firm to attract customers to purchase the product and influence repeat purchasing behavior. Consumers tend to perceive the
products from an overall perspective, associating with the brand name all the attributes and satisfaction experienced by the purchase and use of the product. As was a
resident of the UAE, the researcher was able to detect that the consumption pattern in the Emirate of Abu Dhabi, is marked by great demand for various imported
products and services. This is due to the belief that foreign products are superior to their local counterparts. 2.4.2 Product Quality Product Quality encompasses the
features and characteristics of a product or service that bears on its ability to satisfy stated or implied needs. In other words, product quality is defined as
“fitness for use” or ‘conformance to requirement” (Russell and Taylor, 2006). Consumers may repeat the purchase of single brands or switch around several brands due to
the tangible quality of the product sold. Material is important in product quality because it affects the hand feel, texture and other performance aspects of the
product. Further, consumers relate personally to color, and could select or reject a product because of color. If the color does not appeal to them or flatter their
own color, they will reject the product. Functional attributes in cosmetics include quick-dry, breathable, waterproof, lightweight, and finally, durability. For
instance, some consumers use cosmetics for work and some for leisure and sports, as they need a lot of movement, while durability is an important consideration in
purchasing cosmetics. Perfectionist or quality consciousness is defined as an awareness of and desire for high quality products, and the need to make the best or
perfect choice versus buying the first product or brand available (Sproles and Kendall, 1986). This indicates that quality characteristics are also related to
performance. 2.4.3 Price According to Cadogan and Foster (2000), price is probably the most important consideration for the average consumer. Consumers with high brand
loyalty are willing to pay a premium price for their favored brand, so, their purchase intention is not easily affected by price. In addition, customers have a strong
belief in the price and value of their favorite brands so much so that they would compare and evaluate prices with alternative brands (Keller, 2003). Consumers’
satisfaction can also be built by comparing price with perceived costs and values. If the perceived values of the product are greater than cost, it is observed that
consumers will purchase that product. Loyal customers are willing to pay a premium even if the price has increased because the perceived risk is very high and they
prefer to pay a higher price to avoid the risk of any change (Yoon and Kim, 2000). Long-term relationships of service loyalty make loyal customers more price tolerant,
since loyalty discourages customers from making price comparison with other products by shopping around. Price has increasingly become a focal point in consumers’
judgments of offer value as well as their overall assessment of the retailer (De Ruyter et al., 1999). Price communicates to the market the company’s intended value
positioning of its product or brand. Price consciousness is defined as finding the best value, buying at sale prices or the lowest price choice (Sproles and Kendall,
1986). 2.4.4 Design Design is visual appearance, which includes line, shape and details affecting consumer perception towards a
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brand (Frings, 2005). Brands that supply stylish package attract loyal consumers who are fashion conscious. Fashion leaders or followers usually purchase or continue
to repeatedly purchase their products in stores that are highly fashionable. They gain satisfaction from using the latest brands and designs which also satisfies their
ego. A research conducted by Duff (2007) investigated the niche market in women’s cosmetics, and the results showed that cosmetics buyers were becoming more fashion
conscious and were demanding products with more attractive design; furthermore, consumers have a tendency to use different makeup designs for different occasions.
According to Sproles and Kendall (1986), fashion consciousness is generally defined as an awareness of new designs, changing fashions, and attractive styling, as well
as the desire to buy something exciting and trendy. 2.4.5 Store Environment Omar (1999) emphasized that the store environment was the single most important factor in
retail marketing success and store longevity. Positive attributes of the store, which include store location, store layout, and in-store stimuli, affect brand loyalty
to some extent. Store location and number of outlets are crucial in altering consumer shopping and purchasing patterns. If consumers find the store to be highly
accessible during their shopping trip and are satisfied with the store’s assortment and services, these consumers may become loyal afterwards (Lovelock, 2010). Thus, a
store’s atmosphere is one of the factors that could influence consumer’s decision-making. The stimuli in the store, such as the characteristic of other shoppers and
salespeople, store layout, noises, smells, temperature, shelf space and displays, sign, colors, and merchandise, affect consumers and serve as elements of product
attributes, which may in turn, affect consumer decision making and satisfaction with the brand (Lovelock, 2010). On the other hand, background music played in the
stores affects attitudes and behavior. The slow-beat musical selection leads to higher sales volume as consumers spend more time and money in a conducive environment.
Research conducted by Lin and Chang (2003) showed that the channel convenience of the brands had significant influence on buying behavior. This means that the
accessibility to this product/brand in the store is important when purchasing low involvement products. Consumers will not go to another store just to find the brand.
Instead, they will stay put and choose another brand. 2.4.6 Promotion Promotion is a marketing mix component, which is a kind of communication with consumers.
Promotion includes the use of advertising, sales promotions, personal selling and publicity. Advertising is a non-personal presentation of information in mass media
about a product, brand, company or store. It greatly affects consumers’ images, beliefs and attitudes towards products and brands, and in turn, influences their
purchase behaviors (Lovelock, 2010). This shows that promotion, especially through advertising, can help establish ideas or perceptions in the consumers’ minds as well
as help differentiate products against other brands. According to Clow (2010), promotion is an important element of a firm’s marketing strategy. Promotion is used to
communicate with customers with respect to product offerings, and it is a way to encourage purchase or sales of a product or service. Sales promotion tools are used by
most organizations in support of advertising and public relations activities, and they are targeted toward consumers as final users. 2.4.7 Service Quality A common
definition of service quality is that the service should correspond to the customers’ expectations and satisfy their needs and requirements (Lovelock, 2010). Service
quality is a kind of personal selling, and involves direct interactions between salespeople and potential buyers. Consumers like to shop at specific stores because
they like the services provided and are assured of certain service privileges. The impact of salespeople-consumer relationships will generally result in long term
orientation of consumers towards the store or brand. Trust in salespeople appears to relate to overall perceptions of the store’s service quality, and results in the
consumer being very satisfied with the stores in the end. Additionally, personalization (i.e. reliability, responsiveness, personalization and tangibles) significantly
influence consumers’ experience and evaluation of service, and in turn, affects the brand loyalty of consumers (To and Leung, 2001). Gronroos (1990) noted that the
quality of a service as perceived by customers had three dimensions: functional (or process) dimension, technical (or outcome) dimension, and image. Furthermore,
Richard and Allaway (1993) argued that utilizing only functional quality attributes to explain and/or predict consumers’ behavior might be a misspecification of
service quality and had low predictive validity. 3. Empirical Research According to Al-Ashban and Burney (2001) cosmetics buying behavior literature in developing
countries in
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general is inadequate and ambiguous. Al-Ashban and Burney (2001) was the only study conducted in the Middle East and about cosmetics use among women in Saudi Arabia.
The results of this study suggest that education and social status of Saudi Arabian women play a vital role in their trend to use cosmetics. In addition, the study
revealed a strong significance of predictors of usage habits namely; age, income levels, occupation, and marital status with respect to longevity of exposure; and of
body color, allergic, occupation and marital status with obsessions. While the aim of Ben Amour (2009) research was to determine the effectiveness of product sampling
in terms of usage in the cosmetics industry and to draw a consumer profile who is reactive to free samples and to determine product characteristics that would lead to
free samples usage. To accomplish those objectives, samples were given away to 500 women. Results of this research shows that launching product sampling campaigns is
quite effective as free samples usage appears to be high (72 per cent). Companies should give away samples of new products. They also should offer samples of product
types with a high-penetration rate. In addition, it is better to sample well-known brands rather than unknown ones. Moreover, the authors recommend targeting family
brand users when offering free samples. Finally, it is not profitable to target consumers with low-annual spending within the product category. Another study by
Guthrie et al. (2008) who examines women’s perceptions of brand personality in relation to women’s facial image and cosmetic usage. The study seeks to develop a better
understanding of how various factors influence perceptions of cosmetic brands in the USA. The survey included items measuring facial image, cosmetic usage, brand
personality, and brand attitude. The findings show that brand personality of competence found to be important across all three brands, consumer perceptions pertaining
to the remaining brand personality traits differed. The study found that consumers’ facial image influenced the total quantity of cosmetics used. Results also indicate
that a relationship exists between facial image and brand perceptions. 3.1 Hypotheses This article focuses on the factors that influence consumers’ brand loyalty
towards a particular brand. Based on the factors that influence brand loyalty, the following hypotheses are derived. H1: There is a significant and positive
relationship between brand name of cosmetics and brand loyalty. H2: There is a significant and positive relationship between cosmetics quality and brand loyalty. H3:
There is a significant and positive relationship between cosmetics price and brand loyalty. H4: There is a significant and positive relationship between cosmetics
design and brand loyalty. H5: There is a significant and positive relationship between promotion and brand loyalty of cosmetics. H6: There is a significant and
positive relationship between service quality and brand loyalty of cosmetics. H7: There is a significant and positive relationship between store environment and brand
loyalty of cosmetics. 3.2 Research Methodology A questionnaire was developed and pilot tested through personal interviews with five senior level professionals at Paris
Gallery, the most famous cosmetics outlet in UAE. The questionnaire contained two sections: the first section about consumers’ demographics and the second section
about brand loyalty factors. The survey was carried out on a random sample of 382 female cosmetics consumers aged between 16 to 42. The survey was distributed at Abu
Dhabi city at three malls namely; Abu Dhabi mall, Marinah mall, Madinat Zayed Shopping Centre, in addition to Paris Gallery and it took two months. A total of 382
usable questionnaires were returned and collected 58% response rate. Table 1 shows that age composition of those whose ages were between 16-24 years were 23% of the
respondents, whereas almost half (49%) of the respondents ages ranged between 25-33 years. About 28 % of the respondents ranged between 34-42 years old. In other
words, approximately 72% of the respondents fell below 33 years of age. Interestingly, the sample was almost balanced between married 52%, and the unmarried 48%
respondents. The education profile of the surveyed respondents indicates that 70% of the respondents had undergraduate degree and 20% with high school and only 10% had
postgraduate degrees. About 29% of the respondents earned less than DH 10000 a month, 51% of them earned between DH 10000 and 20000, and 20% more than 20001. 3.3 Data
Analysis In this study, ANOVA is used to determine whether there is any significant relationship between independent variables (brand name, product quality, price,
design, promotion, service quality and store environment) and income and age of the respondents. ANOVA is an appropriate test for hypothesis testing when there are
more
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than two groups measured on an interval scale. While One-way ANOVA is a single-factor, fixed-effects model to compare the effects of one factor (Malhotra, 2007). This
means that One-way ANOVA is used to determine the variability of the sample values by looking at how much the observation within each group varies as well as how much
the group means varies. Pearson Correlation was seen as appropriate to analyze the relationship between the two variables, which were interval-scaled and ratio-scaled.
Furthermore, correlation coefficients reveal magnitude and direction of relationships, which are suitable for hypothesis testing (Malhotra, 2007). The researcher used
Pearson correlation to test seven independent variables (brand name, product quality, price, design, promotion, service quality and store environment) that influenced
consumer brand loyalty and to test if a relationship existed between the independent and dependent variables. 4. Results 4.1 Reliability and Validity Table 2 lists the
Cronbach’s Alpha (coefficient alpha) of each variable. All the variables show a high degree of reliability. Table 3 shows that there were seven independent variable
factors of brand loyalty that were tested by the researcher through the questionnaires distributed to respondents. The Likert scale was used in the questionnaire: 1
indicates strongly disagree, 2 indicates disagree, 3 indicates neutral, 4 indicates agree and 5 indicates strongly agree. The result is derived from the highest mean
score of factors of brand loyalty based on the respondents’ answers. The overall result shows that product quality is the most important factor. In the UAE environment
respondents particularly choose product quality as the main factor that influences them to be brand loyal customers. One-Way ANOVA analysis between the factors of
brand loyalty and income level was executed. The objective of the analysis is to find out whether there is significant relationship between the variables. The results
of the analysis are presented in Table 4. There are four variables that are significant which are brand name (.000), product quality (.009), promotion (.004) and
service quality (.038). The overall results show that UAE consumers prefer brand name, product quality, promotion and service quality as factors of brand loyalty. In
Table 5, only two variables are significant which are brand name (.050) and price (.014). Overall results show that among the three age categories, females ages
between 34 to 42 favor brand names more compared to the other age categories. 4.2 Hypothesis Test As shown in Table 6, brand name was found to have significant
positive relationship with brand loyalty. The research results showed that consumers favored brand image when they perceive positive benefits or function from the
product. They would then recommend the brand, have positive reaction on the price premium and are willing to accept brand extensions to other product categories within
the same brand. Product quality was shown to have positive relationship with brand loyalty. The correlation between these two variables is shown in Table 5. The
correlation is considered a moderate correlation (r=0.302) based on Cohen’s (1988) guidelines. This finding indicates that product quality is significant in the
consumer decision making process. The research findings showed that price and brand loyalty had a positive relationship. Price was an important consideration for the
average consumer. However, consumers with high brand loyalty were less-price sensitive. The result suggested that as long as the respondents were satisfied with a
particular brand, they would repurchase the product with the same brand name even if it was highly priced. However, the findings showed that there was no relationship
between design and brand loyalty. From the seven variables identified, design was not considered an important factor for UAE consumers to be loyal to particular
cosmetics brand. The results showed that promotion and brand loyalty were positively related. Promotion was considered as one of the most important factors in
determining a consumers’ brand loyalty. It includes the use of advertising, sales promotion, personal selling and publicity. From the study conducted, it was seen that
female respondents actually spent more time reading product labels before buying products. The finding also showed that service quality and brand loyalty had a
positive relationship. Service quality was an important factor in influencing and encouraging consumers to patronize a store. The results indicated that the
salesperson-consumer relationship will generally result in long-term orientation of consumers toward a store. At the same time, trust in the salesperson appeared to
relate to the overall perception of the store’s service quality which resulted in the consumer’s total satisfaction with the store. Store environment was positively
related to brand loyalty. The Store environment is considered one of the factors that can influence consumer brand loyalty. From this study, it is observed that
consumers paid much attention to store attributes such as merchandise display, variety of selection, parking space, easily accessible by car and the reputation of the
store in purchasing products.
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5. Conclusions This research has provided insights into female consumer buying behavior in the Emirate of Abu Dhabi. Marketers agree that developing an understanding
of target customers and segments are important inputs in differentiating products and enhancing selling propensity. The purpose of this research is to investigate how
the respondents are influenced by factors of brand loyalty towards cosmetics brands. Brand loyalty is important for an organization to ensure that its product is kept
in the minds of consumers and prevent them from switching to other brands. The research showed that it was not easy to obtain and maintain consumer loyalty for a
company’s product because there were many forces drawing consumers away such as competition, consumers’ thirst for variety, etc. From the analysis of this study, it
was shown that there are six factors of brand loyalty that were appropriate in the UAE environment which are, the brand name, product quality, price, promotion,
service quality and store environment. The findings revealed that product quality plays a significant role in influencing consumers to be brand loyal customers.
Additionally, the overall findings of this study also show that amongst others UAE consumers prefer brand name, product quality, price, promotion, store environment
and service quality as relevant factors attributable to brand loyalty. All these factors showed positive relationships with brand loyalty except design which had no
relationship. Undeniably, the cosmetics industry is one area, which offers vast potential in the consumer market where there is increase in social activities. More
reliable and positive findings on this topic would impact on consumers, marketers and policy makers. The results obtained from this study are similar to some other
different studies conducted in this field. For example, the results of Wong and Yahyah (2008) on the Influence of Brand Loyalty on Consumer Sportswear were similar to
our study. The Results of Shaharudin (2010) study goes along with this study in terms of the relationship between extrinsic attributes of product quality with brand
loyalty. Finally, marketers should find it useful to understand how loyalty factors can affect consumer-buying behavior in the marketplace, which can help in
segmenting consumers and markets for their brands and marketing communication. By examining how cosmetic usage determines brand perceptions, companies can improve
their marketing strategies to enhance customer satisfaction and increase their customer base. Moreover, by identifying the brand personalities that attract consumers,
companies can pinpoint the characteristics customers look for in a product, which in turn can be used to enhance brand image. 5.1 Future Research It is highly
recommended for future research to expand the span of attributes that affects brand loyalty, as well as to study more products and services in order to get an in depth
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Disconfirmation. Journal of Consumer Marketing, 17(2), 120-136. Table 1. Sample Description of Demographics Frequency % Age: 16-24 25-33 34-42
88 187 107 23 49 28 Marital Status: Married Unmarried 186 196 48 52 Education: High school Undergraduate Postgraduate 78 267 35 20 70 10
Income: 3000-10000 10001- 20000 More than 20001 77 196 109 29 51 20
Table 2. Reliability Analysis of Factor of Brand Loyalty Variables Alpha Brand name 0.7028 Product Quality 0.6572 Price 0.6618 Design 0.7482 Promotion 0.6974
Service Quality 0.8200 Store Environment 0.7139 Brand Loyalty 0.6646
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Table 3. Ranking Factor of Brand Loyalty Factors of Brand Loyalty Rank Mean Product Quality 1 Q1. The brand last longer than other brands 3.69 Q2. The materials used
by the brand are natural 4.11 Q3. The brand has sufficient color 3.65 Q4. The brand has good functional quality 3.77 Mean Average 3.80 Design 2 Q1. The brand
provides wide variety of designs 3.72 Q2. Designs of the brand are suitable for me 3.79 Q3. Designs of the brand have distinctive features 3.73 Q4. Designs of the
brand are trendy and fashionable 3.85 Mean Average 3.77 Brand Name 3 Q1. The brand is reputable 3.70 Q2. Brand Name and Image attract me to purchase 3.82 Q3.
Brand Name is selected regardless of price 3.41 Q4. Brand reflects my own personality 3.96 Mean Average 3.72 Store Environment 5 Q1. The brand has good store
location 3.65 Q2. The brand has sufficient outlets 3.77 Q3. The interior display is attractive 3.50 Q4. Color and music inside the store are attractive 3.36 Mean
Average 3.57 Service Quality 7 Q1. Salesperson of the store is well-trained 3.22 Q2. Salesperson of the stores willing to help 3.39 Q3. Salesperson of the store
friendly and courteous 3.18 Q4. Salespersons of the stores have neat appearance 3.33 Mean Average 3.28 Promotion 4 Q1 Ads of the brand is attractive 3.64 Q2. Ads
of the brand attract me to purchase 3.44 Q3. Window displays are attractive 3.62 Mean Average 3.56 Price 6 Q1. Increases of price not hinder me to purchase
2.99 Q2. The brand provides goods value for money 3.51 Mean Average 3.25
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Table 4. Income Level versus Factors of Brand Loyalty Brand Name Product Quality Price Design Promotion Service Quality
Store Environment Sig. .020 .005 .157 .888 .014 .022 .011 Mean 3000-10000 12.3000 14.5500 7.0500 14.3000 10.6000 12.8500 13.9500 10001-20000 13.7852 16.8500
7.6000 15.2500 10.6500 12.6250 14.6250 More than 20001 18.5000 17.0000 7.5000 16.0000 10.1000 13.9000 15.2000
Table 5. Ages versus Factors of Brand Loyalty Brand Name Product Quality Price Design Promotion Service Quality
Store Environment Sig. .050 .624 .000 .185 .251 .122 .555 6-24 14.6800 15.3000 6.5600 14.7800 10.9800 13.5400 14.0200 25-33 13.7941 15.1765 6.3529 15.5882 10.3824
12.5000 14.3529 34-42 15.0625 15.4375 7.6250 15.1875 10.5625 13.5000 14.0625
Table 6. Significance of brand loyalty factors with brand loyalty Variables Pearson Correlation Sig. (2-tailed)a Brand name .561 .002 Product quality .304 .002 Price
.466 .005 Design .140 .162 Promotion .411 .006 Service quality .333 .001 Store environment .369 .010 a Significant at 0.01 level

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