The impact of Advertising and Brand loyalty on the Consumer's buying behaviour in the Cosmetic industry in Bulgaria
Cardiff Metropolitan University
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Advertising is a marketing tool that exists since many years. It has developed during the years according to the change in the preferences of people. Companies try to find ways to attract more and more customers by different ways. They prepare marketing strategies usually based on advertising campaigns. There are different types of advertising such as TV advertising, magazines, newspapers, radio, catalogues, brochures, internet, social media, direct marketing and promotions in shops. The best way to advertise cosmetic products is identified through the primary research conducted and is TV advertising, followed by magazines, newspapers and internet. Brand loyalty is when a customer prefers to buy a product of a certain tested and well known brand rather than a new product. Also brand loyalty is related with prestige and social status. It is not always guaranteed because customers switch products without informing. Consumer behaviour can be described as a process with different stages that a person should complete before making a decision whether to buy or not a product.
Masters in Business Administration
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