ABSTRACT

 This research focused on analyzing the determinants of brand preference for Cosmetics in Abia State of Nigeria. Factors examined are intrinsic and extrinsic factors which include Sex, Age, occupation Status, Attitude, Lifestyle, Personality, Opinion, Values, country of origin, Social Class; Product characteristics like quality, packaging, price, brand name and Shelf life. All responses were collected by using questionnaire through multi-stage and simple random sampling (n=295). Data were analyzed using simple descriptive statistics, and probit regression. Result shows that psychographic variables play essential role in brand preference for cosmetics products. Most consumers prefer certain brands of cosmetics because they enhance their self-image, personality, values, and interest, probably because such products are cosmopolitan, sophisticated, and modem. Key product features influencing consumers' ' preference for cosmetics products as revealed by the study include, price, quality. brand name, shelf-life, packaging and fragrance. Also, most cosmetics consumers' in Abia prefer foreign brands to domestic brands. These factors were all positive and significant in the study. The researcher then suggests that knowing consumers and considering their desires should be precise issues on marketing strategies. Therefore. there is need for organizations to first conduct extensive research in effectively understanding the preference behaviours of consumers. Such marketing research will go a long way in revealing the major demographic, psychographic and other variables that have greater and stronger effects on brand preference for products. In order to create and maintain acceptance for their cosmetics products, business organizations must recognize that many of their core product attributes are necessary. Therefore, there is a need to understand the important roles of each cosmetic product attribute i.e. price, quality, packaging, shelf life, fragrance, active ingredients used, and availability in order to enhance brand appeal.