The Impact of Cosmetic Brands towards Female Consumers Perception and Literature review

The Impact of Cosmetic Brands towards Female Consumers Perception and Behaviour - Literature review Example will be discussed in the study, the country and the world at large has undergone rapid modernization and growth with women becoming more involved in society, as well as an increasingly powerful movement among the younger women towards the sue of cosmetics in coping with cultural and social changes. These trends tend to put more emphasis on female appearance, particularly among educated women, which informs the choice of respondents between the ages of eighteen and forty (Chorlton,1988). The research study will also seek to enrich current literature, while also providing additional information about women in UK society to the cosmetics sector and other retailing sectors, as well. The information produced by this study should be of value to marketers in the identification of opportunities, which will ensure improved resource-use efficiency, especially in relation to the perceptions and buying behavior of consumers, such as selling and promotional efforts, product features, consumer targeting, and market segmentation. On this basis, this research paper will seek to pursue several objectives: The strategy used by brands that are well known in introducing product categories to the market can be referred to as brand extension attitude (TusÃŒÅ'kej & Podnar ,2010). Many companies use the strategy as a way of strengthening their brand equity and making it more influential. According to Alav & Zeynali (2013), an effective strategy for brand extension should strengthen the image and name of its parent brand. Brand extension also influences the consumer’s perceptions and attitudes favorable towards the extended brand (Sundaram & Webster ,2009). According to Berger (2011), a successful brand image will enhance the consumer’s ability to identify needs that can be satisfied by the brand, while also differentiating it from competitors and improving the probability of the consumer purchasing the product. By maintaining a favorable brand image, companies and their products, will