The Relationship Between Brand Equity and Purchasing Intension of Fairness Cream Products: A Study in Colombo District, Sri Lanka

Abstract

Since appearance has become a timely demanding phenomenon, beauty, and fairness have become major body concerns among the working population. When it comes to the Sri Lankan context, beauty, and fairness have been interchangeably used. As a result, there is an increasing demand in the local market for skin whitening products. Against this backdrop, producers must consider the level of brand equity before implementing marketing strategies such as advertising and promotions, as well as rebranding. The purpose of this study is to investigate the relationship between brand equity and customer purchasing intentions for skin fairness cream products. This quantitative study is in line with the Positivistic research paradigm, which focuses on observable social reality. The survey strategy was used as a research strategy. As for the population of this study, customers in the Colombo district of Sri Lanka who use fairness cream products are concerned. The sample consisted of 135 respondents. Primary data was collected through a digitally designed questionnaire. To identify whether there is a significant relationship between dependent and independent variables, correlation analysis was carried out. According to the findings of the study, customers’ purchase intention of fairness products and brand equity have a significant positive relationship. Furthermore, it was discovered that demographic factors including age, marital status, monthly personal income, and current industry of employment have a significant impact on customers’ purchasing intentions. Moreover, there is a significant relationship between purchasing intention and each factor under brand equity at a 0.01 confidence level. Finally, market strategies for making the brand memorable with its unique qualities while providing a differentiated product from competitive brands are suggested. Furthermore, marketers should create a positive attitude or feeling toward the brand to increase brand association among customers who buy fairness cream products.