Impact of Brand Image on Customer buying Decision in the Cosmetics Industry in the Pakistan

Abstract

This research paper deals with the relationship of brand image and customer buying decision. Businesses are working hard to build a strong brand image to aid customers' purchasing decisions as a result of increased competition and globalization. Brand image is considered primary factor in maintaining a competitive edge. In order for the cosmetic industry to accomplish their business goals in Pakistan, cosmetics companies must take a more proactive approach due to the competitive environment. By offering distinctive goods and services, businesses can build a positive reputation or image in their customers' minds using the crucial marketing tool known as brand image. It has come to light that there are a number of obstacles in the cosmetic industry in Pakistan that have to overcome in order to attain sustainability in the industry. For this purpose, this paper is examining the impact of brand image on buying decisions in the cosmetic industry in Pakistan. This paper helps marketers to adopt strategies for developing a strong brand image for the Cosmetics businesses in Pakistan This research would also add to the literature of brand image and customer buying decision. A sample of 200 customers of cosmetic industry is selected through simple random sampling. Data is collected through questionnaire and the data is analyzed using Statistical Package for Social Sciences (SPSS) to properly identify the impact of brand image on customer satisfaction in Cosmetics industry in the Pakistan. According to the study's findings, customers' perception of a cosmetics company's brand is the single most influential variable in their final purchasing decision, followed by their familiarity with the brand and their level of brand loyalty.