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Kample Hemareddy, Mandara (2024) Consumer Purchase Behaviour in the Luxury Cosmetics Industry. Masters thesis, Dublin, National College of Ireland.
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Abstract
Introduction: There has been relatively high growth in luxury cosmetics as people embrace the importance of having proper looks. This paper aims to establish factors affecting the consumers in this market.
Methodology: A quantitative research design employing an administered structured questionnaire targeted at consumers of luxury cosmetics. The study used hypothesis testing to determine the significance of factors that affected the propensity to purchase.
Results: It was found that the concepts of perceived quality, brand loyalty and purchase intention had many interactions. About the marketing strategies, the two primary methods, namely influencer and experiential marketing, served a considerable influence towards the consumers.
Discussion: The outcomes had retrospective support of theoretical predictions while also providing novel findings. The measures related to brand loyalty showed that it is a complex concept depending on factors other than product quality. The research showed the effectiveness of digital marketing approaches, which pointed to some potential directions for development of the future industry activity.
Conclusion: It offers some theoretical advantages to the extant knowledge about the luxury cosmetics consumer behaviour and practical insights for marketers. It underscores the relevance of differentiated marketing recognising and targeting aspects of luxury cosmetics consumption
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Hanly, Paul UNSPECIFIED |
| Uncontrolled Keywords: | Luxury cosmetics; consumer behavior; brand loyalty; marketing strategies; product quality; influencer marketing; experiential marketing; purchasing decisions |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Cosmetics Industry H Social Sciences > HF Commerce > Marketing |
| Divisions: | School of Business > Master of Science in International Business |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 11 Aug 2025 11:22 |
| Last Modified: | 11 Aug 2025 11:22 |
| URI: | https://norma.ncirl.ie/id/eprint/8479 |
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