THE IMPACT OF BRAND LOYALTY ON UAE WOMEN'S COSMETICS PURCHASE BEHAVIOUR

Abstract

Within the context of the United Arab Emirates (UAE), this study analyses the influence that brand loyalty has on the cosmetics purchasing behaviour of consumers who are female. Understanding the preferences of consumers has become more important for firms that want to maintain their market share in the United Arab Emirates (UAE), where the cosmetics sector is undergoing rapid expansion and higher levels of competition. It is hypothesised that brand loyalty, which may be described as a consumer's persistent preference for a certain brand over time, has a substantial impact on the frequency of purchases, the tendency to switch brands, and overall consumer pleasure. For the purpose of gaining a more in-depth understanding of the factors that motivate brand loyalty, the research makes use of a mixed-method approach, which combines qualitative interviews with quantitative surveys of three hundred female customers from key cities in the United Arab Emirates. According to the findings, a strong attachment to a brand has a beneficial impact on purchasing decisions, lessens the sensitivity to price, and increases repeat purchases. Furthermore, it was shown that loyal customers are considerably strengthened by elements such as the reputation of the brand, the quality that is recognised, and emotional attachment. Marketing professionals that are looking to improve client retention, customise promotional methods, and increase brand equity in the highly competitive cosmetics industry in the United Arab Emirates will benefit greatly from the implications of this study.