Introduction Of Cosmetic In Pakistan 4g3p51

Introduction The core aim of this research study is to discover the key factors that can influence brand characteristics on brand loyalty. For this purpose i choose two brands L’Oreal and Revlon in Lahore Pakistan. There are nine major factors which are acknowledged from previous studies. Studies indicate that these ten factors are able for brand female loyalty in cosmetic products. Those factors are perceived quality, promotion, price, expiry date, purchase decision, brand name, product quality, ingredients and design. The marketing environment has turn out to be a very multifaceted and competitive one and day by day marketing environment is shifting and developing gradually. Thus, it has become essential for business to look for ways of gaining and maintaining brand loyalty by building consumer believes and to give an individual identity to brand loyalty. Product quality and brand loyalty has become the objective of all organizations. Organizations have realized with the intention of, when customers are loyal to their brand, it provides the organization to develop increasingly without any disturbance and create a form of revenue in return of increases in profits. A very great saying “Companies that successfully develop loyal customers also develop brand ambassadors”. True brand loyalty exists when customers have a high comparative approach towards a specific brand which can be exhibited through repurchase behavior. This kind of loyalty can be a huge asset to the firm: “because customers are ready to pay higher prices and may charge less to the serve and carry new customers to the firm” (Reicheld & Sasser, 1990). A consumer purchases a product to accomplish his needs and has sure amount of expectations from the cretin brand or expectations from the brand he buys. When he is able to assemble those perceived value from the brand or expectations, he develops a belief and satisfaction towards the brand which is called “Customer Satisfaction”. “Customer satisfaction is a determinant of how products and services supplied by a company to meet or exceed customer expectation”. Companies have begun to recognize that it is easier and more cost able to find ways to develop customer satisfaction and maintain current customers instead of paying more attention to engaging new customers. According to Lau et al; (2006) he mentioned in his editorial that there are numerous factors which influenced consumers brand loyalty towards a particular brands. The factors are; brand name, product quality, price, promotion and service-quality. These studies will significantly look at product quality as a feature that influences brand loyalty and the degree to which the quality of a product make customers loyal to that product or superficial quality refers to the consumer ‟s value judgments or perceptions of quality. This could include idea of loveliness and the perceived quality of the brand image. Cosmetics can be explained as care substances or essential and considerable things that enhance the emergence and loveliness of human body or structure or we can say that cosmetic is “Projected to be useful to the human body for refining , beautifying, promoting attractiveness, or changing the appearance without affecting the body & apposes structure or functions.” Cosmetic are usually mixtures of chemical compositions in which some are formed from nature, and some

by imitation. The word cosmetics originate from the Greek world (koounokt texvt) which means how you express your dress and ornaments. The history of cosmetics is very older and historical it came from ancient times, at least 6,000 years human narration, and it is being used in various kinds from a very long time. Around every society on earth had used cosmetic. Quality is defined as determine of excellence or a condition of being free from defects.

Cosmetics in Pakistan The cosmetics industry developed rapidly soon after the creation of Pakistan. In the Indo-Pak Sub-continent, use of dies cosmetic materials like henna, ritha, sekakai (for washing hair), Mutlani clay, Beri ke patte (plum leaves) Mash ki Dal (black lentil) hair-oils, gewari (aloe vera) arq-e-gulab (rose water) olive and almond oil, sandalwood, ubtan, kajal (kohl) surma (antimony) and many such materials have been in use by women since may centuries and are still in vogue. Very gradually cosmetic business grew up and though many of the basic materials used by Cleopatra were still employed, they were used with added skill and knowledge. Purity and safety being put before everything else. Women using without any fear only those cosmetics which they knew belongs to reliable manufacturers. Today, the situation is basically different, because of the fact that internationally known products, are manufactured here. The ranges of products of cosmetics are very wide. The main items are perfumes, cosmetics and toilet goods, such as scents, face powers, snow creams, hair oils, lipsticks, tooth powders, tooth pastes, nail, polishes, skin tonics, sprays, eye shadows, shampoos, after shave colognes and such other allied things. In brief, the cosmetic industry is one of those industries in Pakistan, which has been making rapid impressive progress. A number of these products are also competing successfully in the international markets. Cosmetic industry can be divided into two broad categories, viz. Large scale or the units, which are in the organised sector and small factories run on cottage industry scale, or the units which are in the unorganised sector. Quality-wise, the industry can be divided into two major groups, those catering to the masses and those catering exclusive to taste of the elite and upper middle classes. Cosmetics are produced in brand/wrapped or unbranded/ unwrapped form. Data on production of cosmetics, based on the figures published by the Federal Bureau of Statistics, Government of Pakistan only cover units in the organised sector. At present 101 units are working in the organised sectors. However, large quantities of cosmetics are manufactured in Pakistan at the cottage level. Production of cosmetics increased from 43 million containers in 1994-95 to 207 million containers in 1998-99 thus showing an average increase of 45 per cent per annum. On the other hand, production of toilet soap also increased from 53 thousand tonnes in 1994-95 to 76 thousand tonnes in 1998-99, thus showing an increase of 43 per cent.

A large number of products manufactured come under personal care products. These include soaps, shaving creams, toothpastes, tooth powder, face creams, shampoos, lotions, mouth wash, after shave lotions, eau-de-colognes, hair dyes and other toiletries. The bulk of the market share of cosmetics in Pakistan is held by three big companies, Kohinoor Chemicals, International Laboratories (Ponds) and Revlon. They control about 60 to 70 per cent share of the total market. Having large production facility and marketing set-up, they are able to dictate their . Their products under brand name such as Swiss Miss, Medora of London, Tibet cream, Revlon, Ponds and Forhans have been established in people's minds. Important centers producing cosmetics in addition to Karachi are Hyderabad, Lahore and Rawalpindi. Most of the units in the organised sector having modern technology and foreign capital, ing for 67 per cent of the total capacity are concentrated in Karachi. They produce with a few exception, foreign brands of cosmetics and goods needing sophisticated manufacturing techniques and quality control methods. Many pharmaceutical firms have also entered this field, and are manufacturing quality cosmetics. This industry with indigenous capital, employing simple manufacturing technology, mostly based on indigenous raw materials is spread all over the country at cottage level. In the past, except in a few cases, no modern marketing techniques or approaches were adopted, but since the eighties, the marketing activities have become more organised. Marketing of cosmetics is carried out under brand names. Some of the popular brands are Tibet, Ponds, Colibri, Medora, Kala Kola, Max Factor, Swiss Miss, Dylecia, Lux, Rexona, Forhans, Macleans, Binaca etc. Preparations for skin and hair are full of choice ingredients and many are blended with fragrant perfumes. Preparations for skin in many shades are suitable for different complexions. They include a wide range of products, such as moisturizer, cleanser, hand and body lotions, foundation, etc. Selected ingredients go into making of spearmint and peppermint flavored dental creams and pastes. Hair creams and brilliantine are also the two fine quality cremes which are in wide use. Pakistan cosmetics have been categorised into creams, lotions for the care of the skin and hair.