Smash of Brand Awareness and Brand Association around Imported Cosmetics towards Female Consumers Purchasing Decisions (With Special Reference to Millennials in Sri Lanka)

Personal grooming is one of the fastest growing industries anywhere in the world. There is huge competition for brands even in Sri Lanka. The purchasing decision related to imported cosmetic products was made by referring to the female segment. This study depends on the lifestyle rationale of ladies in the local market since it could provide constructive insights for crafting marketing-related decisions. At the same time, researchers have focused on studying the impact of brand awareness and brand association on female consumers’ buying decisions for imported cosmetic products. The relationships between each selected brand equity element and female consumer purchase decisions were examined by hypotheses developed. The sample size was 225 female consumers who represented the economically active millennials in Sri Lanka. Results revealed that there were significant relationships between brand awareness and brand association and female consumers’ buying decisions of imported cosmetics, and those elements had a high impact on female consumers’ buying decisions of imported cosmetic products. Furthermore, the researchers discovered that, among the selected brand equity determinants, brand awareness and brand association were the most influential elements towards purchase decision, with a correlation value.The managerial implications have been discussed, especially referring to the contexts of branding and marketing promotion, as they relate to producing knowledge contribution through this empirical study.