ANALYZING THE RELATIONSHIP AMONG INSTORE PROMOTIONS, BRAND PERCEPTION AND BRAND LOYALTY AND THE IMPACT TO CONSUMERS’ PURCHASE INTENTION TO SWITCH HAIR CARE BRAND

Abstract

This research aims to analyze the relationship among in-store promotions, brand perception and brand loyalty and the impact to consumers’ purchase intention to switch hair care brand. In-store promotions as one of the most effective tools in used by both retailers and manufacturers in fast moving consumer goods (FMCG) industry lead the marketers to assure the strategies are implemented accurately to achieve business objectives. Moreover, there is also a concern from marketers that high intensity of in-store promotions may influence consumers’ brand loyalty and brand perception. Thus, to find the relationship, the researcher uses the method of hypothesis testing with multiple regression analysis model. The results of this study are expected to be useful as inputs for hair care industry as one of the fastest growing in beauty industry. Based on the results of the research through a survey of 348 respondents with hair care usage at least 3 times a week, it was found that marketers in hair care industry needs to focus more on the improvement in brand perception due to the fact that it has the highest positive relationship with consumers’ purchase intention to switch the brand.