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. | Cosmetics brand allegiance of women consumers International Journal of Management IJM Volume 7 Issue 7 November December 2016 264 Article ID IJM_07_07_027 Available online at http ijm JType IJM amp VType 7 amp IType 7 Journal Impact Factor 2016 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication COSMETICS BRAND ALLEGIANCE OF WOMEN CONSUMERS Dr. Amandeep Kahlon Virk Assistant Professor Budha College of Management Ramba Karnal ABSTRACT 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 amp 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. Key words Brand Allegiance Market Preference and Cosmetics Cite this Article Dr. Amandeep Kahlon Virk Cosmetics Brand Allegiance of Women Consumers. International Journal of Management 7 7 2016 pp. 257 264. http IJM JType IJM amp VType 7 amp IType 7 1. INTRODUCTION Branding is the practice of identifying a product or line of products by a special name or symbol. Every product or service that exists has a name. That name is turned into a brand by infusing in it some distinction. A brand is a name term sign symbol or design or a combination of those elements used to identify a company s goods or services to consumer and to .
