ANALYSIS OF CONSUMER PREFERENCE FOR MARY KAY BRAND OF COSMETIC PRODUCTS IN THE FEDERAL CAPITAL TERRITORY, ABUJA- NIGERIA

EKE, DONATUS IZUOGU PhD, LABBO AMINA, MADI YUSUF

AIRFORCE INSTITUTE OF TECHNOLOGY KADUNA, NATIONAL DEFENSE ACADEMY, KADUNA

Keywords: Consumer Preference, Cosmetic Products, Physical Outlook, Price, Quality

Abstract

This paper examined consumer preference for Mary Kay brand of cosmetic products. The specific objective was to determine whether physical outlook, price condition, and quality content influence consumer preference for Mary Kay brand. The paper was anchored on the theory of rational choice theory. The descriptive survey method was basically used in the study which covered the Federal Capital Territory, Abuja. Nine (9) major outlets of Mary Kay brand sellers were discovered in Federal Capital Territory, Abuja. Topman’s formula for sample size dete rmination was used to generate 288 respondents based on the proportion of the patronage in each outlet. Structured questionnaires on 5-point Likert scale were used to elicit data from the respondents. The results showed that the physical outlook, price condition, and quality influence customer preference for Mary Kay brand in Federal Capital Territory, Abuja(p>0.05). It is an expensive product mostly preferred by high class people like rich students and politicians to distinguish their status. Its packaging and long lasting fragrance are very attractive. The implication of the study is that the company should continue to monitor the market so that they will always use the right strategies to sustain consumer preference for their product. It is recommended th at the producer of Mary Kay cosmetics should maintain and further enhance the quality of their product to sustain its preference by its customers in the Federal Capital Territory, Abuja

Published

March, 2025

ISSUE

VOL.5.NO.1

Citation

EKE, DONATUS IZUOGU PhD, LABBO AMINA, MADI YUSUF (March, 2025). ANALYSIS OF CONSUMER PREFERENCE FOR MARY KAY BRAND OF COSMETIC PRODUCTS IN THE FEDERAL CAPITAL TERRITORY, ABUJA- NIGERIA. International Journal of Marketing and Management Sciences,(VOL.5.NO.1), 244 - 256.

APA format

EKE, DONATUS IZUOGU PhD, LABBO AMINA, MADI YUSUF. "ANALYSIS OF CONSUMER PREFERENCE FOR MARY KAY BRAND OF COSMETIC PRODUCTS IN THE FEDERAL CAPITAL TERRITORY, ABUJA- NIGERIA." International Journal of Marketing and Management Sciences, vol. , no. VOL.5.NO.1, March, 2025, pp. 244 - 256.

MLA format

EKE, DONATUS IZUOGU PhD, LABBO AMINA, MADI YUSUF. March, 2025. "ANALYSIS OF CONSUMER PREFERENCE FOR MARY KAY BRAND OF COSMETIC PRODUCTS IN THE FEDERAL CAPITAL TERRITORY, ABUJA- NIGERIA." International Journal of Marketing and Management Sciences , no. VOL.5.NO.1: 244 - 256.

Chicago format

EKE, DONATUS IZUOGU PhD, LABBO AMINA, MADI YUSUF (March, 2025). "ANALYSIS OF CONSUMER PREFERENCE FOR MARY KAY BRAND OF COSMETIC PRODUCTS IN THE FEDERAL CAPITAL TERRITORY, ABUJA- NIGERIA." International Journal of Marketing and Management Sciences, vol. , no. VOL.5.NO.1, pp. 244 - 256.

Harvard format