Title:
Assessment of Factors Affecting Brand Preference toward Cosmetic Products in South Sudan: (Case study: Juba city, Central Equatoria State Female Women Cosmetic Consumers)

Authors:
David Duop Chuol Nyuon, Sudan

Abstract:

In view of popular brand awareness and brand preference cosmetics products have a major problem for South Sudan’s beauty and personal care market. A wide range of cosmetic and beauty product are no easily available in South Sudan a considerable price in rural areas.

Consumers in South Sudan with lower purchasing power may no often manage to buy the cosmetics product even if they are aware that these are cosmetics products. The major objective of the study was to analysis the effect of brand preference on buying behaviour of female women. The research use descriptive analysis and employed both qualitative and quantitative approaches was used to select shopping mail which composed of 25 cosmetic shops. The description statistical analysis, frequency among identified variable. The result revealed that the major of 35(70%) were strongly that brand was part of their life and the second item result revealed that 28(56%) have expressed their concern that they used cosmetics to have good appearance. The three shopping mall was selected to present the whole 25 cosmetic shops. The secondary source of data collected from internal publication journal, internet, and companies report. The sample of this study was 50 sample. The questionnaires were distributed to 50 respondent. And the response was 100%.  All self-administered questionnaires to cosmetic consumer being filled and collected back. More ever, convenience sampling techniques was employed. As far as he first objective i.e. brand choice of female women awareness.

The result affirmed that the majority of the customers preferred Body Lux- Moisturizing Body Lotion.

DOI: https://doi.org/10.51505/IJEBMR.2024.81102