Empirical Study On The Success Of Brand Extension Of Cosmetics Products: A Factor Analysis

Abstract

Consumer attitude, motivation, and purchase behavior are critical components in understanding consumer decision-making processes. Organisations frequently follow brand extension strategies. This paper investigates the factors of Success of Brand Extension of Cosmetics Products. Study further investigate the factors influencing consumer attitude towards extended brand, whether consumer attitude affect consumer motivation and purchase behavior. Study also investigate the mediating role of consumer motivation in the relationship between consumer attitude and purchase behavior. This study advances knowledge of brand extensions in several ways. In a survey of 389customer  six factors were found for the successful brand extension. These factors include; Brand Extension Fit and Quality, Brand Extension Perception, Brand Equity of Parent Brand, Quality of Extended Product, Marketing Efforts, Functional Fit. The findings underscore the dual role of consumer motivation as both a mediator and an independent predictor of purchase behavior, elucidating the complex interplay between attitude, motivation, and behavior in consumer decision-making processes. In order to make an efficient way of developing brand extension strategies and  maintain and expand own brands’ choice share, companies must understand the importance of growing and leveraging brands’ aided and unaided awareness and act accordingly. Some of the conclusion and implication of the study also presented at the last section the manuscript.