IJMSS Vol.05 Issue-08, (August, 2017) ISSN: 2321-1784 International Journal in Management and Social Science (Impact Factor- 6.178) A Monthly Double-Blind Peer Reviewed Refereed Open Access International Journal - Included in the International Serial Directories International Journal in Management and Social Science http://www.ijmr.net.in email id- irjmss@gmail.com Page 282 A STUDY ON THE BRAND LOYALTY TOWARDS SKIN CARE PRODUCTS WITH REFERENCE TO CHENNAI Ms.S.SANGEETHA, Research Scholar, Research and Development Centre, Bharathiar University. Dr. K.JAWAHAR RANI, Research Guide, Bharathiar University. ABSTRACT In the global scenario the expenditure for cosmetics is growing enormously. People concentrate more on good looking in the modern world. There is a huge competition in the field to capture the interest of the consumer. The aim of the study is to examine the influence of brand loyalty among skin care cosmetics users in Chennai city in India. The study variables of brand loyalty are price, brand awareness, brand reputation, perceived quality, brand experience and customer satisfaction. The structured questionnaires were distributed to 688 respondents. The statistical tool used in the study is stepwise multiple regression analysis. The result reveals the factors influencing brand loyalty among skin care product users. Keywords: Brand loyalty, cosmetics, skin care products, Stepwise multiple regression. 1. Introduction The Growth of each and every business is in the hands of regular buyers. In order to maintain the success it is very essential to get the attention of buyers. The interest of buyers towards a specific brand will be converted into consumer loyalty. Modern consumer seems to be very choosy with the products and services. The buyer outlook is moving towards best brands. The victory of each business relies generally on the consideration of the shopper towards their brands. To sustain on their brand there must need a great relationship between brand and consumer. Likewise the marketers have the obligation to achieve their brand in the mind of the shopper. Through the greater esteem and value will be easily created in the minds of consumers for a long time. If there is more loyal more will be the power and which leads to earn more profit and viz. Therefore, it is not an easy job to create a brand loyalty in one day for that it needs huge strategies from the marketers to achieve it. Thus the brand loyalty is an important to survive in the market and so the researcher attempt to study about the brand loyalty of skin care products. 1.1 Brand Loyalty Jacoby and Olson (1970) defined brand loyalty as, “The biased, behavioral response, expressed over times, by decision-making unit, with respect to one or more alternative brand out of a set of such brand, and is a function of psychological processes”. Similarly Dhadhal (2011) indicated in his article that the brand loyalty as a valuable asset of the firm. Brand loyal customers are those who can afford more for their preferred brands and by creating brand loyalty the marketer increases their investment by expanding the product line through the market share and also by understanding the fact of brand consistency and brand switching among the consumers. 2. Literature review Chaudhuri and Holbrook (2001) investigate about the most important factor i.e., brand loyalty, purchase loyalty and attitudinal loyalty, and in turn its influence on brand performance (market share