HOW TO ACHEIVE BRAND LOYALTY TO COSMETIC BRANDS IN SOUTH KOREA?

• Main Author: Yeon Kang, Hee
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/50425
• Institution: Institut Teknologi Bandung

Brand loyalty is important in brand management according to the marketing aspect. By implementing the brand loyalty, the brand can enlarge their customer base compared to other competitors. Moreover, the brand will be able to improve their competitive advantages depending on how their customers are loyal to them. As a matter of fact, 68 percent of marketers out of 200 responded that brand loyalty is helpful to make the brand profitable according to the survey that was conducted by Google. However, building strong brand loyalty is not an easy thing to do. Cosmetic industry in South Korea has been really famous in the world nowadays. In the past, Korea was not that famous in the world with cosmetics products. Since K wave became so popular, various strengths were also emphasized by international and local consumers. Originally, Koreans had high standards and were knowledgeable on the cosmetic products. What’s more, most of their cosmetic products are multifunctional. It has more function than making people’s appearance look better. But, this industry is also struggling with building brand loyalty among customers since there are numerous cosmetic brands in South Korea as they got famous. In this paper, this study will suggest the appropriate ways to implement brand loyalty in the cosmetic industry in South Korea. To create brand loyalty among customers, the first thing that the brand needs to consider is to understand what kind of factors are mostly affecting the customers’ buying decision. In this, this study will conduct the survey in order to find out how the South Korean’s cosmetic industry was perceived by the consumers. Through that, it will be much easier for the brand to know the way of delivering their values to the customers.