Luxury beauty products purchase behaviour of affluent consumers: the role of brand consciousness and brand distinctiveness in Zimbabwe

Abstract

AbstractThe purpose of the study was to establish the extent to which brand consciousness and brand distinctiveness influence customer purchase decisions. The thrust was on interrogating whether there were any symbiotic relations between luxury beauty products’ brand consciousness, brand distinctiveness, and affluent consumers’ purchase decisions in terms of the need for simplification of cognitive tasks, in a turbulent pre-emerging market of Zimbabwe. Data was collected from five shopping malls situated in affluent suburbs by intercepting 200 consenting customers who would have bought a luxury beauty product to complete questionnaires. Analysis was done through structural equation modeling on SPSS AMOS. Results revealed that both brand consciousness and distinctiveness were closely related and also had a positive significant effect on customers’ purchase decisions. Managerial and intellectual implications were provided.

Keywords

• Brand consciousness
• brand distinctiveness
• customer purchase decision
• luxury beauty products
• affluent consumer behaviour
• Mohamed Mousa, WSB University: Akademia WSB, Poland