The Influence of Brands Competitive Advantage on the Consumer Loyalty

Abstract

With the highly dynamic global marketing system and the increasing importance of specialized products, the position and worth of brands has also increased. Each brand tries to provide a competitive advantage to its customers so they buy the product the first time and then keep buying it. This dissertation attempts to measure the influence of the competitive advantage provided by the brands on the loyalty the consumers feel for that brand. The main aim of this thesis is to elaborate the features competitive advantages which influence the consumer loyalty in order to prefer branded cosmetics & toiletries products and then measure the relationship between features of competitive advantage and brand loyalty of consumer. The quantitative approach of study was adopted to collect data for analysis. The data collection technique was the survey method which means the respondents filled in questionnaires. After the explanation of the research methodology the analysis of findings of research was carried out in the next chapter. It was done through making frequency distribution and plotting the data on line charts and bar graphs. Finally the conclusion and recommendations for the future researchers are also given. The findings reveal that the factors of brand competitive advantage do have an influence on the consumers’ loyalty for that brand in case of cosmetics and toiletries. However some factors have a greater influence then the others.