Assessing the role of perceived quality and brand elements in shaping Indian consumers' purchase intentions for cosmetic skincare products

Abstract

 This study aims to examine how perceived quality and brand features influence consumer purchase intentions for skincare products in the global cosmetics sector. Specifically, it explores the impact of perceived quality, brand awareness, brand affiliation, and brand loyalty on purchasing intention. The study employs a mall intercept method to collect data from 178 cosmetic buyers in Hyderabad and Secunderabad. Respondents from brands like Colorbar, Dove, Himalaya, Lakme, Nivea, Ponds, Boutique, Calorescence, Elle 18, L'Oreal, Lotus, and VLCC completed a structured questionnaire. The data were analyzed using descriptive and inferential statistical approaches, with convenience sampling (mall intercept method) applied. The study finds a positive correlation between perceived quality, brand awareness, brand affiliation, and brand loyalty with skincare product purchase intentions. Notably, perceived quality is identified as a strong influence on consumer buying intentions. The results highlight that factors such as price, performance, value, brand, and service design are key drivers of consumer purchasing decisions. Perceived quality, along with brand-related factors, significantly affects consumer intentions to purchase skincare cosmetics. Marketers should focus on enhancing these aspects to boost brand performance and consumer loyalty. The findings provide valuable insights for scholars and brand managers in the cosmetics industry. Understanding the interplay of quality, awareness, loyalty, and affiliation can help in developing effective brand management strategies, ensuring a competitive advantage and improved customer retention in a crowded market.