The Factors Impacting Customer Loyalty in Cosmetic Products in China

With improved living standards, cosmetics are increasingly becoming one of the most popular consumer products. China has experienced tremendous changes in the cosmetics sector, making it the world's second-biggest beauty product consumer market. Especially with the development of social media, cosmetics brands pay more and more attention to their online marketing strategies to attract more consumers. This paper investigates the factors influencing Chinese customer loyalty to cosmetic products based on demographics, consumer demand, and online marketing strategy factors. The quantitative method based on questionnaires is applied. Descriptive statistics such as frequency, percent frequency, mean, and standard deviation are introduced. Various inferential statistical methods are used to test the hypothesis, particularly the independent sample t-test, the one-way ANOVA, the simple regression analysis, and the multiple regression analysis. The results obtained from the study indicate that differences in marital status, age, and educational level generate differences in Chinese customer loyalty to cosmetic products when one-way ANOVA statistics are applied. The results obtained from the simple linear regression analyses show that consumer demand has a significant positive impact on Chinese customer loyalty to cosmetic products. Based on the multiple linear regression analyses, the online marketing strategy is found to have a significant positive impact on customer loyalty.