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Brand Loyalty In The Cosmetics Industry: A Field Study On Turkish Womens Brand Loyalty Among Cosmetics Products

2011; Clute Institute; Volume: 3; Issue: 5 Linguagem: Inglês

10.19030/jber.v3i5.2771

2157-8893

Elif Akagün Ergin, B. Handan Özdemir, Nurettin Parıltı,

Consumer Packaging Perceptions and Trends

Cosmetics industry has a share of 135 billion dollars in the global market. The biggest multinational cosmetics companies in the world such as Avon, Procter and Gamble, Estee Lauder, Nivea, L’oreal are very much interested in the Turkish market. Turkey is a developing country in terms of cosmetics consumption and has a great potential with a population of 70 million. This study aims to determine whether turkish women have brand loyalty among skin-care products in the cosmetics sector. It is our hope that the results of this study will help foreign and domestic cosmetics companies, already existing in or planning to enter the Turkish market, in shaping their marketing strategies.