Available via license: CC BY 4.0
Content may be subject to copyright.
Asian Journal of Business Management 5(1): 144-152, 2013
DOI:10.19026/ajbm.5.5823
ISSN: 2041-8744; E-ISSN: 2041-8752
© 2013 Maxwell Scientific Publication Corp.
Submitted: September 13, 2012 Accepted: October 19, 2012 Published: January 15, 2013
This work is licensed under a Creative Commons Attribution 4.0 Internation al License (URL: http://creativecommons.org/licenses/by/4.0/).
144
Research Article
Pairing of Customer’ Satisfaction with Brand Consciousness and Price Sensitivity
(A Feminine Study in Pakistan on Beauty Care Products’ selection,
Use and Satisfaction)
Saima Ulfat
Department of Management Sciences, Virtual University, Pakistan
Abstract: This research study targets the role of brand consciousness and price sensitivity in relation with
satisfaction of females with their selected beauty care products. Data is collected from both working and non-
working females via quota sampling primarily and convenience sampling as sub sampling. Responses of 108
females are collected via online Survey. In presented model, Satisfaction is appearing as dependent variable whereas
Brand Consciousness and Price Sensitivity are appearing as independent variables. Gathered data is analyzed while
using Correlation Coefficient and Multiple Linear Regression. Results indicate a strongest relation of brand
consciousness and price sensitivity along with satisfaction and females association with their selected beauty care
products. Significance of this research is that manufacturing companies can use its results in order to enhance their
marketing related efforts regarding this category of their brands especially with the context of Pakistani females.
Keywords: Brand consciousness, customer satisfaction, price sensitivity
INTRODUCTION
Since prehistoric era, both males and females are
consuming beauty care products in their own ways to
look presentable, elegant, conspicuous and
sophisticated. Apart from this vary fact, females are still
considered to be more inclined towards use of these
products. Even since early nineteen century, definitive
beauty is portrayed with a female character
“Cinderella” in every culture extracted from Chinese
primitive tales (Miller, 2008). It’s a natural
phenomenon to enhance physical appearance in order to
get attraction (Adams, 1977) so same is true for
Pakistani female as well because here also females are
inclined to use rigorously all beauty care products
including hair, body and face care products. Pakistan’s
beauty market is just like the one of any
underdeveloped country but here, hair care and skin
care products are capturing maximum share as
penetration has been reached up to 90% (Manto, 2011).
This study reveals how working and non-working
segments of Pakistani females perceive about beauty
care products available in Pakistan in this current era.
Since start of twenty first century, skin and body care
products are abundantly used by all Pakistani females
owing to successive media spread. In Pakistan, prices of
these products are categorized into two prominent price
tiers. First tier is covering all beauty care products of
“mass fairness” and their average price is PKR
1.25/mL. The second tier is covering “mass premium
fairness” with price range of PKR 4.00/mL and above
(Manto, 2011). Currently, both local as well as
international players are playing in this market and
presenting their products in above said categories. In
former category, English Fairness Cream, Care Beauty
Cream and Honey Lotion, Bio Nikhar, Tibbat Snow-
white Cream and Fair & Lovely Pakistan and many
more are available whereas in later category, Olay
international, Pond’s White beauty, Revlon Honey
Lotion, L’Oreal Whiting, Garner and few others are
available. Both categories have their own settled
markets and serving well while gaining their due
market share. Along with many locally owned
companies, top six global entities are offering their
beauty care products in Pakistan like Avon, P&G,
Unilever, L’Oreal, Beiersdorf and Colgate (Manto,
2011).
Eventual purpose of consuming every beauty care
product is to obtain an appended fairness and beauty by
every female so beauty is also considered as an
economic, cultural and social series of affective process
(Coleman and Figueroa, 2010). Since in Pakistan
region, weather touches its extreme at least two times in
a year so females are certainly concern about their skin
tones. Tagged fairness is considered to be a great
symbol of beauty and females adopt it as a common
social trend and start using beauty care products from
their teen age. Regardless of social class and age
brackets, rarely or frequently all females use beauty
care products in one form or the other also they
designate their satisfaction in their own personalized
manners. Although marketers are always involved to
launch new and enhanced products in beauty care
industry but due attention is given to only those
Asian J. Bus. Manage., 5(1): 144-152, 2013
145
products which serve their users in multifunctional
ways. Females also relate beauty care products as anti-
aging agents so they always demand a perfect beauty
image from a single product. Marketers even use
females as symbol to promote enhanced features of
their products as firm believe is, higher is the
satisfaction from any brand, greater is the economic
return associated with that brand (Yu, 2007).
Females do have psyche to look superior while
having price comparison and brand prestige description
of their own selected brand so they always try to decide
radically about their chosen beauty care product
(Johnston and Taylor, 2008).
Selection of beauty care products by females is
also reflected as a stance of female’s personality. Type
of personality is related in the use of beauty care
product and it is generally considered if a female is
using same product since a long time she is brand
conscious and she will appear at lower level of new
product adaptability. “Up-to-dated” females try new
products once after their immediate launch while
showing their socially aware attitude (Andrew, 2011).
As media also plays a vital role while providing
awareness of any product at mass level so
manufacturers also try to consume it as a perfect source
of product related message spread especially in case of
beauty care products, marketers even launch same
campaigns in more than one territory (Castañeda,
1997).
Objectives of the study: This research has been
conducted while keenly aping all above mentioned
aspects and having defined objectives as:
• To examine impact of brand consciousness while
selecting beauty care products
• To review the effect of price sensitivity of females
while selecting beauty care product
• To measure the females’ ultimate satisfaction level
with their selected beauty care products
LITERATURE REVIEW
Customer’s satisfaction with after the use of any
kind of product appears differently for all customers.
Marketers always try to search out the patterns of
customer’s satisfaction after launching their products.
Many careful studies have shown two prominent
aspects of customer’s satisfaction as cognitive
perspective and emotional perspective. Former one
explains the perception and expectations about the
value of product or services received by the customers
just after acquiring the same (Oliver and Swan, 1989)
whereas later one explains the customer’s emotional
state after consumption of the product or services. Since
consumption experience may be positive or negative so
as emotional state about any product or services.
Collective view of both perspectives shows satisfaction
as a perceived value associated with any product or
services (Bolton and Drew, 1991). In another view,
satisfaction is simply lying at lower end of customers’
expectations after buying any product (Kristensen et al.,
1999).
Females have always showed tendency to use
beauty care products when they exposed themselves in
society. Various studies has depicted that females have
this perception that attractive personalities are greeted
in more good manners than unattractive ones. Same is
linked with professional as well as personal status of
individuals as well (Godoy et al., 2005). In Pakistani
territory, here also females use beauty care products
while having some defined purposes in their mind like
to minimize aging effect, to make their skin fresh and
shine, to give smoothness to their skin or sometimes as
part of their makeover (Syed et al., 1996). Again here
female’s thinking is to enhance overall personality
image after enhancing their physical attractiveness
(Dion et al., 1972). One more deeply observed
psychological aspect to use beauty care products is that
physical attractiveness also enhances interactive
characteristics of individuals which uplift their
sociability, ecstasy, intelligence and elation (Miller,
1970). This influence of transcendent beauty is
pervasive enough that it is right away considered as
“what-is-beautiful-is-good” (Eagly et al., 1991).
Females also feel that self-confidence and self-
preservation can also be enhanced with attractive
personality so the use of beauty care products is
obvious (Featherstone, 1991).
To bring “uniqueness” in personality by using
beauty care products is another purpose to use beauty
care products by many females. Human body acts as a
social symbol while exposing the image of self-identity
so in females view point, to what extent they have to
expose to the society, up to that extent they need to
enhance their physical personality. Behavioral aspects
of female’s personalities are also become enrich after
due enhancement in their personality (Thompson and
Hirschman, 1995). Every female is lean towards
improvement in her personality both in body and face
so they adhere towards the use of various cosmetics
specified for this function. Beauty care products
manufacturing firms promise to cater females such
needs perfectly and as a result they earn good profits
(Askegaard et al., 2002). Once females are indulged in
use of a specified beauty care product they establish
emotional attachment with that product and they strive
for having continuous innovativeness in that chosen
product (Tzou and Lu, 2009).
Females urge for a permanent and everlasting
beauty image and for that they frequent use beauty care
products. Consideration is given; continuous use of
Asian J. Bus. Manage., 5(1): 144-152, 2013
146
selected beauty care product gives everlasting
personality boost (Hassenzahl and Tractinsky, 2006). In
Pakistani vicinity, recurrent usage of beauty care
product is also considered to be a symbol of “White
Face” as said by Webster Jr and Driskell Jr (1983) that
“actual model of female beauty lies in white”. It is also
assumed that continuous use of beauty care products
also brings a confident emotional feeling of every day
new beauty image (Norman, 2004). Already white
females inclined to use beauty care products in order to
pertain their skin shine. As studied by Sahay and Piran
(1997), already whiten face tones bring females in
inferiority complex if they turned darker owing to any
outer effect.
Despite from the fact that beauty care products
manufacturing firms are trying to catch female
customers through rigorous campaigns even then
females are now educated enough that they select their
products very consciously. They show their conscious
in the manners that they prefer to listen about their
selected products from their family members, age
fellows or from friends instead of believing on media
campaigns. A Japanese study shows, although
presented ad campaigns present beauty care products in
best possible manners but females select these products
with due consciousness and even after consulting with
their fellows especially when they are going to select
any product first time (Barnes and Yamamoto, 2008). A
current study conducted by Pakistani scholars also
shows, media is playing its vital role while giving
consciousness and awareness to the females of all age
groups in order to select their best suited brands in
order to enhance their body image (Ali and Shahwar,
2011).
Females also select their beauty care products with
due consciousness because they feel emotional
attachment with the product if they are satisfied with it
(Ashmore et al., 1996). In Pakistan territory, females
are facing two very common skin related issues
including acne and hyper pigmentation. Women is
covering more than 50% population in Pakistan
whereas 70% from total female’s population is
consisted on the ones who are below 30 years out of
which almost half are facing acne and hyper
pigmentation problems. So females always strive to
select their beauty care products very consciously in
order to get multiple benefits while saving their skin
from these two issues along with desired fairness
(Barry, 2011).
Many manufacturing companies are campaigning
about their beauty care products while enhancing
relation of price paid for the product along with
associated benefits of the product. Grabe et al. (2008)
Advertisements sometimes affect females in the way
that firstly they become attracted towards advertised
product and later on they gain knowledge about that
Fig. 1: Schematic diagrams for the theoretical framework of
female customer’s satisfaction with beauty care
products
and ultimately they spend on that product while liking
benefits of use along with their spending (Downs and
Harrison, 1985). One argument presented by Murray
(2012) shows, females becomes almost least concern
about the price of any product when question of their
self-image comes. They pay up to their maximum
buying power in order to reduce their own
psychological feeling about their uninviting personality
(Richins, 1997). Media also conform benefits of
spending upon selected beauty care products in a ways
that actual beauty icons of current era is presented in
the ads while relating benefits of advertised products
with their beauty. This creates psychological
attachment while having good effects in mind and
females pay rigorously to attain prescribed benefits
(Hirschman and Holbrook, 1982).
All those beauty care products which endorse their
quality cost along with features for which they were
selected create positive brand experience through
emotional association with the product (Aaker, 2011).
Apart from price sensitivity, positive association and
stimulation induces females for repeat purchase of one
same product (Craig et al., 2009).
While discussing the case of Pakistani community,
since open use of beauty enhancement products is not
fully emerged also here females is part of a decreasing
economy so females always pair associated benefits of
any products with the cost paid very consciously
(Barry, 2011)
In the light of above mentioned literature review,
following research question is addressed in this
imperial study.
“To what extent female consumers are satisfied
with the purchase and Usage of Beauty Care Products
in Pakistan?”
Derived from conceptual framework, a
hypothesized model is depicted in Fig. 1.
Theoretical framework and hypothesis generation:
As model is showing, there are two independent
variables including, brand consciousness and Price
Sensitivity of the brand. Satisfaction is appearing as
dependent variable as mentioned by Helgesen (2006),
“customer satisfaction is perceived as a dependent
variable according to the common suppositions when
doing such an analysis”.
Brand
consciousness
Price sensitivit y
Customer’s
satisfaction
Asian J. Bus. Manage., 5(1): 144-152, 2013
147
To answer the research question while detecting
directions of causality among variables in the model,
following hypothesis has been drawn:
Brand consciousness and brand trust are
harmonized factors in facial exposure (Fan and Xiao,
1998; Liao and Wang, 2009) so hypothesis one is
postulated:
H1: Brand Consciousness of any beauty care product
has a relationship with satisfaction
Price sensitivity decreases when expected
perceived value increases (Anderson, 1996) so
hypothesis two is postulated:
H2: Price Sensitivity of the product has a relationship
with satisfaction
METHODOLOGY
This is primarily an exploratory research study and
claims to institute a causal relationship understanding
among the variables important for females while
selecting their beauty care products.
In order to address the stated research question,
research questionnaire was designed which was focused
on indicators generated from theoretical framework.
Five points Litert-type scale was used in questionnaire
to measure multi-item constructs as used by Danaher
and Haddrell (1996) and Oliver and Swan (1989) in
same studies. Responses of 108 females were collected
aged from 16 to above 41 covering both working and
non-working based on Non-random sampling.
DATA ANALYSIS
Cronbach’s Alpha score was measured to
determine the reliability of the used questionnaire. It
was done to determine the internal consistencies (Collis
et al., 2003) on two stages, firstly it was measured at
pilot testing stage when responses of 12 respondents
were measured and their reliability was found to be
0.86. Scales that showed values of Cronbach’s Alpha
coefficient as greater than 0.7 are considered to be
reliable to measure the same underlying attribute
(Duran, 2011; Nunnally, 1967). So the tool was
considered to be reliable. After collecting responses of
108 respondents, same test was carried out again and
Cronbach’s Alpha coefficient was found to be 0.79 as
minimum limit and 0.86 as upper limit. Values of all
three variables are falling between these two limits as
mentioned in Table 1.
While analyzing the demographics of whole
sample under study, following results are extracted. Out
of 108 sampled females, 53 females are Non-Working
whereas 55 females are working at various managerial
positions across Pakistan.
Table 1: Cronbach alpha coefficients for total scales
Total scales
Cronbach α
coefficients
No. of
items
Total brand consciousness
0.79
7
Total price sensitivity
0.82
8
Total overall satisfaction
0.86
9
Table 2: Demographic representation of products in use
Category details
Non-working females
--------------------------
Working females
------------------------
Frequency
(%)
Frequency
(%)
Revlon
5
9.10
Fair and lovely
13
24.5
15
27.3
Care honey lotion
7
13.2
3
5.50
Dove cream
4
7.50
1
1.80
Olay
1
1.90
6
10.9
L’Oreal whitening
cream
1
1.90
9
16.4
Ponds
3
5.70
7
12.7
Nivea beauty
cream
2
3.80
2
3.60
Garnier beauty
cream
2
3.80
1
1.80
Other
12
22.6
4
7.30
Vaseline lotion
8
15.1
2
3.60
Total
53
100.0
55
100.0
Table 3: Demographic representation of education
Category details
Non-working females
--------------------------
Working females
------------------------
Frequency
(%)
Frequency
(%)
Intermediate
10
18.9
1
1.80
Graduation
18
34.0
6
10.9
Master
9
17.0
36
65.5
Others
10
18.9
12
21.8
Missing
6
11.3
Total
53
100.0
55
100.0
Table 4: Demographic representation of age
Category details
Non-working females
--------------------------
Working females
------------------------
Frequency
(%)
Frequency
(%)
20-25 Years
10
18.9
7
12.7
26-30 Years
3
5.70
9
16.4
31-35 Years
20
37.7
31
56.4
36-40 Years
15
28.3
7
12.7
41 Years and above
5
9.40
1
1.80
Total
53
100.0
55
100.0
As mentioned in Table 2, mainly 10 local and
international products are in use by all females under
study whereas, 12 females are using some other
products.
Table 3 shows the education level of all sampled
females ranging from Intermediates to Masters here,
maximum No. of females are falling under Masters
Category collectively from Working and Non-working
side.
Table 4 shows the age range of females in the
sample and as mentioned, maximum No. of females are
falling between age range of 31 to 35.
Table 5 shows monthly speeding of all females
under study and it shows, maximum females are
appearing under lower slab of this category while
spending Rs. 150 to 300 on their beauty care products
monthly.
Asian J. Bus. Manage., 5(1): 144-152, 2013
148
Table 5: Demographic representation of monthly spending
Category details
Non-working females
--------------------------
Working females
------------------------
Frequency
(%)
Frequency
(%)
Rs. 150-300
26
49.1
12
21.8
Rs. 301-450
10
18.9
15
27.3
Rs. 451-800
3
5.70
8
14.5
Rs. 800 and above
2
3.80
14
25.5
Not spend monthly
12
22.6
6
10.9
Total
53
100.0
55
100.0
Table 6: Pearson correlations f or non-working females and working
females
BC
PS
Non-working females
OS
Pearson correlation
0.539**
0.511**
Working females
OS
Pearson correlation
0.510**
0.377**
**: Correlation is significant at the 0.01 level (2-tailed); *:
Correlation is significant at the 0.05 level (2-tailed)
Pearson correlation analysis: Overall results of
Pearson correlation are presented in Table 6. Results
show, For H1, A strong and significant relationship was
observed between Brand Consciousness (BC) and
Overall Satisfaction (OS) with any beauty care product
for both Non-working and Working females
(r = 0.539**, p = 0.000), (r = 0.510**, p = 0.000)
respectively. This reflects a strong liking that a female
was high in her brand consciousness will also be high in
overall satisfaction with the product. Another highly
significant relationship was observed for H2 and it was
between Price Sensitivity of the Product (PS) and
Overall Satisfaction (OS) with any beauty care product.
In Non-working females highly significant relationship
was observed as (r = 0.511**, p = 0.000) but a
significant and moderate relationship was observed in
working females for this same aspect (r = 0.377**,
p = 0.005). This reflects a strong liking in non-working
females but a moderate liking in working females that a
female was high in her price sensitivity of the product
will also be high in overall satisfaction with the
product.
Results were further verified and hypotheses were
tested by using Multiple Linear Regression Analysis as
under.
Multiple linear regression analysis: Multi Linear
Regression Analysis was used to examine the
relationship between the continuous variables under
study. One time linear regression was used to determine
the relationship of Brand Consciousness (BC) and Price
Sensitivity (PS) of the beauty care products with female
Customer’s Overall Satisfaction (OS) for working
females and same was repeated for non-working
females.
Hypotheses, H1, related to Brand Consciousness
(BC) and H2, related to Price Sensitivity (PS) of the
product were showing significant relation with Overall
Satisfaction (OS) of females both in Working females
as well as in Non-Working females with non-exceeded
significant value of 0.05 (Pallant, 2001). Standardized
coefficients for non-working females are, BC, β = 0.415
(ρ = 0.002) and PS, β = 0.253 (ρ = 0.047) whereas in
working females these values are, BC, β = 0.390
(ρ = 0.002) and PS, β = 0.339 (ρ = 0.007) which shows,
both BC and PS are affecting female’s satisfaction for
both categories (Table 7). This indicates, while being
satisfied from any beauty care product, brand
consciousness and price sensitivity are the biggest
indicators.
In Multicollinearity check, Values greater than 5-
10 for VIF and tolerance level of less than 0.20 or 0.10
are often considered as signifying multicollinearity
(Lodorfos et al., 2006) so here VIF value is 1.241 and
tolerance is 0.806 for working females whereas for non-
working females, VIF is 1.097 and tolerance is 0.911 so
final model is fit while having no multicollinearity
among the tested items (Table 8).
While observing the values of “F” form ANOVA
table, its appearing as (F = 10.641, p = 0.00) for Non-
working females and (F = 16.171, p = 000) for working
females which, are appearing under significance level
of p<0.001 so model fit is again appearing here which
Table 7: Coeff icientsa for non-working females and working females
Unstandardized coefficie nts
--------------------------------------------- -------------
Standardized coefficients
--------------------------------------------- ------------
Model
B
S.E.
β
t
Sig.
Non-working females
1
(Constant)
2.709
0.392
6.914
0
BC
0.412
0.103
0.490
4.016
0
2
(Constant)
1.956
0.530
3.689
0.001
BC
0.349
0.104
0.415
3.343
0.002
PS
0.228
0.112
0.253
2.039
0.047
Working females
1
(Constant)
2.058
0.488
4.218
0
BC
0.551
0.118
0.539
4.664
0
2
(Constant)
1.589
0.489
3.250
0.002
BC
0.398
0.124
0.390
3.215
0.002
PS
0.261
0.093
0.339
2.793
0.007
a: Dependent variable = OS
Asian J. Bus. Manage., 5(1): 144-152, 2013
149
Table 8: Colinearity check for non-working females and working females
Model
Unstandardized coefficients
-------------------------------------- --
Standardized coeffic ients
---------------------------------------
Sig.
Collinearity statistics
------------------------------
B
S.E.
β
t
Tolerance
VIF
Non-working females
1
(Constant)
2.709
0.392
6.914
0
BC
0.412
0.103
0.490
4.016
0
1
1
2
(Constant)
1.956
0.530
3.689
0.001
BC
0.349
0.104
0.415
3.343
0.002
0.911
1.097
PS
0.228
0.112
0.253
2.039
0.047
0.911
1.097
Working females
1
(Constant)
2.058
0.488
4.218
0
BC
0.551
0.118
0.539
4.664
0
1
1
2
(Constant)
1.589
0.489
3.250
0.002
BC
0.398
0.124
0.390
3.215
0.002
0.806
1.241
PS
0.261
0.093
0.339
2.793
0.007
0.806
1.241
a: Dependent variable = OS
Table 9: ANOVAc Calculation for n on-working females and working
females
Model
SS
df
M.S.
F
Sig.
Non-working females
1
Regression
2.9550
1
2.955
16.126
0.000a
Residual
9.3470
51
0.183
Total
12.302
52
2
Regression
3.6730
2
1.836
10.641
0.000b
Residual
8.6290
50
0.173
Total
12.302
52
Working females
1
Regression
4.6180
1
4.618
21.749
0.000a
Residual
11.253
53
0.212
Total
15.871
54
2
Regression
6.0860
2
3.043
16.171
0.000b
Residual
9.7850
52
0.188
Total
15.871
54
a: Predictors (constant), BC; b: Predictors (constant), BC, PS; c:
Dependent variable = OS
Table 10: Model summary for non-working females and working
females
Model
R
R2
Adjusted R2
SEE
Non-working females
1
0.490a
0.240
0.225
0.42809
2
0.546b
0.299
0.271
0.41543
Working females
1
0.539a
0.291
0.278
0.46078
2
0.619b
0.383
0.360
0.43378
a: Predictors (constant), BC; b: Predictors (constant), BC, PS
shows the relationship of BS and PS with OS as OS
depends upon BC and PS (Table 9).
Overall fit of the model: While explaining the overall
fit of the model, R is 0.2991 for Non-working females
and 0.383 for working females, these values show the
correlation between BC, PS and OS (already observed
in correlation test) means if BC and PS will be high, OS
will also be high. The value of R² is 0.299 for Non-
working females and 0.383 for working females which
tells BC and PS accounts for 29.9% in Non-working
females and 38.3% count for working females to be
satisfied with their selected beauty care product. There
might be some other factors as well that contribute
female’s satisfaction with their beauty care products
but this model explains 29.9% satisfaction from BC and
PS for Non-working females and 38.3% for working
females (Table 10).
DISCUSSION
Both hypotheses were supported by the primary
data gathered from structured questionnaire. These
hypotheses were postulated in order to judge females
selection and use criteria for their beauty care products
along with its relation with their satisfaction. All results
show significant relationship of Brand consciousness
and Price Sensitivity of the product with satisfaction so
both hypotheses are accepted. Since, Consciously
selected brands itself become sources of satisfaction as
mentioned in study of Schurr and Ozanne (1985) so H1
is tested here after getting support from this study as
positive stated relation is there among brand
consciousness and satisfaction. This postulation is also
supported by the studies of Delgado-Ballester and
Munuera-Alemán (2001) which also shows, brand trust
behind selection of any products pair with user
experience and define the ultimate satisfaction with the
product.
Good experience with the brand tolerate the price
sensitivity and customers are not price conscious when
they pair benefits of the product with the price paid as
mentioned in study of Sethuraman and Cole (1999) and
Zeithaml (1988). Hence H2 is tested which states that
price consciousness has a relationship with satisfaction.
CONCLUSION AND IMPLICATIONS
Whole research findings reveal, brand
consciousness of any beauty care product is the primary
factor that determines the actual satisfaction with any
beauty care product. A consciously selected brand
makes females’ beliefs more strong about the positive
facts of the products when they are associated and
tested with actual experience of the product.
Consciously selected brands are also allied with Price
Sensitivity of these products so; Price Sensitivity of the
product appears as secondary causal factor, as it pairs
Asian J. Bus. Manage., 5(1): 144-152, 2013
150
the actual benefit gathered from any product with the
cost spent to acquire that product. Second factor
associated with satisfaction of females along with their
brands is, as long as brand consciousness gets high,
females start less bothering about price of the product.
Again if nominated benefits are high from any
products, females pay for that accordingly. While
checking this same fact from ANOVA analysis, “F”
value is appearing under significance of p<0.001 for
both working and Non-Working females (F = 10.641
for Non-working females and F = 16.171 for working
females), so maximum model fit can be observed while
showing a defined relation of BS and PS with OS.
While checking overall model fit it is clear, although
other factors do have some impact on satisfaction
behavior of females as model is covering 29.9% factors
for Non-working females and 38.3% factors for
working females but actual measure of female’
satisfaction is the brand consciousness and price fit. In
addition, brand consciousness about beauty care
products also lead females towards presentation of
improved social image along with self-satisfaction.
Thus, female consumers’ satisfaction with their beauty
care products seems to be inferred from their brand
consciousness along with Price Sensitivity of the
product.
This, Overall, influence of brand consciousness is
seems to be more significant confirming the view of
number of authors about the same fact (Bloch and
Richins, 1992; Chao and Schor, 1998)
For managers, implication of this research study
could appear in the form of more enhanced
advertisements of beauty care products while exposing
motives of real beauty among celebrities and pairing
their beauty with their brand consciousness.
This study is also applicable for all the beauty care
manufacturers and distributors in Pakistan who are
producing or distributing their products throughout the
Pakistan while targeting Pakistani females of all age
groups and social classes. From this study, they can get
information about females’ perception about their
beauty care products use and they can purposefully
develop their products while keeping in view both
brand consciousness and price sensitivity for these
products.
LIMITATIONS OF RESEARCH STUDY
This research is focusing on to determine the
factors affecting satisfaction of female consumers only,
means this research study is mainly targeting half of the
population as males are not addressed in this study.
This research study is also steering satisfaction with a
specific class of products only, although inferences
from this research may be implementable on other
products as well but model of this research is limited to
the type of products on which it is applied. Also
research implications of beauty care products are may
not correspond to other markets.
Secondly, this study was conducted solely in
Pakistan territory while selecting respondents from
three main cities of Pakistan including Lahore, Karachi
and Faisalabad so the composition of the sample is not
analogous enough to represent maximum population of
this community.
RECOMMENDATIONS
In today’s highly competitive era, brand generation
and development are becoming core feature of
manufacturing firms (Seetharaman et al., 2001) so
future research should be initiated in order to
investigate the “loyalty” based behavior of females
after using their consciously selected brands. Further,
categories based research could be endeavor as large
range of beauty care products are readily available in
the market now and further segmentation has been done
so as research is needed accordingly.
Also, covering a large geographical area for future
studies will give a better representative sample size
while covering larger females’ consumer population.
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