AN SEM-BASED ANALYSIS OF PURCHASING BEHAVIOUR AND BRAND LOYALTY OF WOMEN CONSUMERS TOWARDS PERSONAL CARE PRODUCTS IN CHENNAI CITY

Abstract

The rapid expansion of the personal care products market has intensified competition, making consumer satisfaction and brand loyalty critical for long-term success. This study examines the structural relationships between purchasing behaviour factors and brand loyalty among women consumers of personal care products in Chennai City, with consumer satisfaction acting as a mediating variable. A descriptive research design was employed, and primary data were collected from 150 women consumers using a structured questionnaire. Structural Equation Modelling (SEM) using AMOS was applied to test the proposed conceptual framework. The results indicate that purchasing behaviour factors—product quality, price, brand image, availability, and promotion—significantly influence consumer satisfaction, which in turn exerts a strong positive effect on brand loyalty. The findings confirm the mediating role of consumer satisfaction and highlight its importance in transforming favourable purchasing behaviour into sustained brand loyalty. The study offers both theoretical and managerial insights for personal care product marketers operating in competitive urban markets.