Available Online at http://iassr.org/journal

2013 (c) EJRE published by

International Association of Social Science Research - IASSR

European Journal of

Research on Education

ISSN: 2147-6284 European Journal of Research on Education, 2013, Special Issue: Human Resource

Management, 29-46

Analysing the relationship between consumption values and brand

loyalty of young people: A study on personal care products

Burcu Candan a *

, Sevtap Ünal b, Aysel Erciş

c

aAssoc. Prof., Kocaeli University, The Faculty of Economics and Administrative Sciences, Kocaeli, Turkey b Assoc. Prof., Atatürk University, The Faculty of Economics and Administrative Sciences, Erzurum, Turkey

c Prof., Atatürk University, The Faculty of Economics and Administrative Sciences, Erzurum, Turkey

Abstract

Creating brand loyalty has become an important indicator of the success of businesses in the market considering today

competition exist between the brands. To create brand loyalty it is quite important for companies to understand how consumers

choose among alternative brands and what motivates them towards a particular brand. Developed out of the effects of personal

values on consumer behaviour, consumption values (Sheth et al.,1991) is an important model that shows why a product or a

brand is preferred. Consumption values, guide us to explain and predict the preferences of consumers between different products

and brands in the market. In this context determining the relationship between consumption values and brand loyalty of

consumers is an important issue for explaining purchasing preferences. Personal care product market is showing a rapid-growth

in Turkey. Companies operating in the personal care product market directed their attention to the young people as a result of

more and more young people give importance to personal care in recent times. Considering this, the study aims to analyse the

relationship between consumption values and brand loyalty of young people in personal care products. 500 surveys randomly

chosen from the students of Kocaeli University, properly completed 426 were evaluated. Canonical correlation analysis used to

identify mutual and multiple relationships between consumption values and brand loyalty. Relations were found between

consumption values and brand loyalty of young people in personal care products.

© 2013 European Journal of Research on Education by IASSR.

Keywords: Consumption values, brand loyalty, personal care products;

1. Introduction

Branding, the main focus of today’s marketing activities, is one of the most important tools for differentiation

that a company can use. Therefore, companies need to differentiate as a brand and gain the brand loyalty of

customers. Customers’ satisfaction after purchase is the most important factor for re-purchasing the same product or

service. The re-purchasing behavior of customers is an indication of loyalty. However, customers’ loyalty may vary

according to product groups. In the meantime, different reasons may be effective in the formation of brand loyalty.

In the literature, brand loyalty has been approached usually as “behavioral and attitudinal” brand loyalty (East and

Sinclair, 2000); however, approaching brand loyalty only in the frame of these two dimensions is not very reliable.

To analyze brand loyalty more reliably, it should be analyzed in multi-dimensions (Oliver, 1999). In this regard,

multi-dimensional brand loyalty models can be more directive for researchers. The brand loyalty model developed

by Oliver (1999) includes four fundamental brand loyalty stages. These are cognitive, affective, conative, and action

(behavioral) stages. According to Oliver (1997), brand loyalty stages indicate the learning process that emphasizes

* E-mail address: burcucandan@yahoo.com

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30

the relationship between attitude and behavior. Attitudinal loyalty consists of cognitive, affective and conative

(behavioral intention) factors that develop in three stages.

Cognitive loyalty arise as a result of consumers’ information about the price, quality etc. of a brand. The

dimension of cognitive loyalty may be considered as the weakest form of loyalty because consumers may change

their consumption preferences when they find another brand with lower price (Sivakumar and Raj, 1997). The

dimension of affective loyalty arises as a result of the feeling of satisfaction when they use a product. According to

Oliver (1997) affective loyalty reflects the fully satisfied feelings of customers upon using a product (Oliver, 1997).

Conative loyalty emphasizes that attitudinal loyalty arises along with a desire. Accordingly, consumers should want

to purchase a brand intensely to develop loyalty to this brand. Behavioral loyalty is the behavior that arises as a

result of the other three loyalty types (Blut, 2007:727).

Consumption values are one of the factors that are effective in customers’ product and brand preferences. Sheth,

Newman and Gross (1991) developed five basic consumption values by studying on models of consumption values

which are “functional, emotional, conditional, social and epistemic values”. The dimension of functional values is

described as the benefits obtained from the performance, quality and price of a product. Social values are described

as the social benefits that a person obtains upon using a product. In this case, the reaction of society in the

preference of a brand will be an element of social risk for individuals. For the dimension of emotional values, the

feelings created by the use of environment friendly products are considered. The dimension of conditional values

arises as a result of changes in consumers’ buying preferences in certain specific situations. Epistemic value is

described as the new and creative qualities of a product and the satisfaction it can provide for consumers’ exploring

needs (Sheth, et al. 1991a).

The history of cosmetics spans at least 6,000 years of human history, and almost every society on earth(Khraim and Jordan,2011:123). The body image has been an important component of the self-concept and has stimulated the demand of certain products and service since past (Patil and Bakkappa,2012:42). The women market is running since a large number of years whereas the

business of selling cosmetic for men is booming since a couple of year. The male body, before eclipsed by its

female counterpart, is more and more shown off in the media, advertisement or the cinema. Thus, both of the men

and women are sensitive to the cosmetics, like products enable them to improve their appearance, to put it in scene,

to dramatise it (Blanchin et al.,2007:7). In this context, the aim of this study is to reveal the relationship between

consumption values that customers look for in personal care products and their brand loyalty. In this study, by

determining the consumption values that are prominent for personal care products, the effect of these values on the

four stages of brand loyalty is intended to be measured. The study consists of two parts. In the first part, theoretical information is provided about consumption values,

brand loyalty and personal care products market. The second part is allocated to the survey that was carried out to

measure the effect of consumption values on brand loyalty and the results of the study.

2. Literature Review

2.1. Consumption Values

Along with the historical development of marketing, it has been observed that businesses aim the profit gained by

customer satisfaction instead of the profit gained by sales focus in their marketing activities. Consumers have access

to a lot of products very easily thanks to globalization and the developments in communication technologies. As a

result of this, businesses need to differentiate from their competitors and produce better quality products than their

competitors. Several theories and models have been developed in literature to analyze and explain consumer

behaviors. Most of these models are inadequate to explain the postmodern consumer behaviors. One of the most up

to date models that explain consumers’ purchase behavior is the consumption values model developed by Sheth

(1991a) (Pope, 1998:125). By focusing on the consumption values, this theory explains why consumers buy a

product or not, why they prefer one product to another and why they prefer a specific brand. This theory also

Analysing the relationship between consumption values and brand loyalty of young people: A study on personal care products

31

includes a wide range of product categories such as physical and non-physical consumption goods, industrial goods

and services (Sheth et al.,1991b:159).

The reason and motivation that underlies purchasing most goods or services can be explained by consumption

values (Long and Schiffman,2000:214-215). Therefore, while explaining consumer behaviors related to

consumption values, Sheth used Newman and Gross’s (1991) consumption values theory in several studies (Park

and Rebolt, 2009:719). Five basic consumption values that affect consumers’ preference behaviors are shown in

Figure 1. These are named as functional, emotional, conditional, social and epistemic values. Any or all of the

consumption values may affect the consumer behavior. Several other disciplines (such as economics, sociology,

several branches of psychology, marketing and consumer behaviors) also contributed to the theories and research

related to these values (Sheth et al. 1991b,160).

Figure 1. Consumption Values That Affect Consumer Behavior Sheth et al., 1991, p.160

According to Sheth et al. (1991), the five basic consumption values are described as the following:

Functional Value: Sheth (1991) claim that customers are initially affected by the functional value of a product in

their preferences. He describes functional value as the benefit perceived or obtained from functional, pragmatic and

physical performance of a situation (Sheth et al., 1991a). The benefits related to the performance, reliability,

soundness and price of a product are considered for functional value (Xiao and Kim,2009:612). Economical benefit

theory is the base for the hypothesis that preferences are made considering the functional value. This theory suggests

that preferences are made to obtain the maximum benefit. A consumer who is about to buy a product or not, makes a

decision by considering whether s/he needs the properties that the product has or not, and whether the product has

the qualities that s/he expects it to have or not (Sheth et al.,1991a:18). “Price, quality and value” are the main

determiners in consumers’ rational purchase behaviors and product preferences. The consumers, who perform a

consumption behavior under the effect of these determiners, act with economical and pragmatic thoughts (Antodines

and Raaij,1998:175). It was also observed that the benefit that consumers expect from the product varies according

to the product properties and personal traits. In the marketing literature, needs are regarded as origin of consumers’

purchase behavior (Sheth et al.,1991a:38).

Social Value: According to Sheth at al (1991), social value is “the benefit that is perceived and obtained in

relation to one social group or several social groups”. The obtained social benefit may positively or negatively be

related to demographic, socio-economic and cultural (ethnic) groups (Sheth et al.,1991a:38). Social values are

studied with terms such as social class, symbolic value, conspicuous consumption, reference groups and opinion

leadership. Social classes are generally determined according to “work, education and income status”. Apart from

that, classification of social classes can be made by prestige, status, adopted values etc. (Myers and Bishop 1971:8).

Schiffman and Kanuk (1997) stated that, in society, there is a hierarchy among the individuals according to their

status and this hierarchy generates the concept of social classes (Schiffman and Kanuk, 1997:376). The reference

group represents the individuals with whom the person can compare common values or his/her personal values,

attitude and behaviors. In terms of marketing perspective, reference groups affect individuals’ consumption

decisions and preferences (Schiffman and Kanuk,1997:323). Symbolic values arise when individuals or groups

Burcu Candan, Sevtap Ünal & Aysel Erciş

32

assign the same meaning to a product and share the meaning. Consequently, we can claim that the concept of

symbolic values originated as a result of the socialization process (Wee and Ming, 2003:210). As well as reference

groups, opinion leaders are the ones who can affect consumption preferences. Through interpersonal communication

and interaction by word of mouth, opinion leaders are quite effective components in persuading consumers to

purchase (Sheth et al.,1991a:47). Conspicuous consumption, which is about purchasing or using a certain product to

give a message, means the use of the products in such a way that other people can see them. Conspicuous

consumption, which people do in order to better their status, affects the social value of a product very much (Sheth

et al.,1991a: 45).

Emotional Value: In the framework of consumer behaviors, emotions can be described as feelings or emotional

reactions against components like “situations, products, advertisements and brands” (Hawkins et al.,1992:19)

Emotional value is the benefit obtained as a result of the emotional and sensational condition. This value is related

to the reactions consumers show against a product (Xiao and Kim, 2009:612). In consumption preferences,

emotional values may arise in a positive way like “loyalty, nostalgia, excitement” or in a negative way like “fear,

anger and guilt”.

Epistemic Value: Epistemic value can be described as the curiosity that is perceived or obtained from the

product and the benefit that meets the desire and need of innovation (Sheth, 1991a). When the consumers who have

innovative purchase tendency are studied, it was concluded that these consumers are exploratory consumers and

they look for variety (Hirschman, 1980). The most important motivational factor underlying the behaviors of

costumers who look for variety is “innovativeness”. Schiffman and Kanuk (1997) have stated that the behavior of

looking for variety arises as innovative purchase tendency especially in technological products (Schiffman and

Kanuk, 1997:129). Generally, the consumers who prefer to use new products like to change brands, too because the

search for novelty and variety is the motive that compels consumers to change products and brands. Changing

brands is a very routine behavior for consumers who like to use new products (Katz and Lazarsfeld, 1955; Sheth et

al., 1991a; Schiffman and Kanuk, 1997). Some costumers have a tendency to prefer new products while some others

follow the frontrunners and their adaptation and acceptance is slower. Innovative customers can accept a new

product with a high price to use that new product and, therefore, the new products that enter the market are

introduced with higher prices.

Conditional Value: Conditional value can be described as the benefit that arises as a result of a specific

condition the person who is making a preference comes across and is perceived at that moment. This alternative

benefit arises in an unexpected condition as a factor that increases functional or social value. The benefit that

conditional value provides arises from external sources because the factors that change consumers’ behaviors and

their purchase preferences arise from a condition that is influenced by the external environment. Generally, the

consumer’s conception of conditional value cannot be known before a condition that will change the behavior arises.

In some circumstances such as “celebrations, festivals and special days”, consumers may be aware of the conditional

value that the product they buy will provide them (Sheth et al.,1991a:69). In terms of consumer behaviors, the

common ground for the description of conditional factors is time and place. The influence of conditional factors on

human behavior has been initially studied in the field of psychology and it was studied in the field of marketing

from the 1970s on. The most comprehensive studies carried out on this subject belong to Belk (1974, 1975, 1975)

and Lutz-Kakkar (1975) (Reigen,1976:130). In the light of the findings gathered, it was concluded that consumer

behaviors are influenced by the individuals’ interaction with the conditional factors (Belk, 1974:427). The factors of

“time, place and environment” are considered to be the main determiners in the identification of conditional factors

(Hansen, 1972; Belk,1974:428).

Sheth et al. (1991a) has stated that consumption values theory is applicable to all kinds of goods and services, but

just like every theory, this theory has some constraints, too. The conditions in which consumption values theory is

constrained are explained as “the systematic preferences and voluntary preferences” (Sheth et al., 1991b). Moreover

Sheth (1991) and others suggested that this model can be used in three kinds of preference conditions. These

conditions are (Sheth et al.,1991a; Yaşin, 2007):

To determine the reasons for customers’ purchasing or not purchasing a product or service.

Analysing the relationship between consumption values and brand loyalty of young people: A study on personal care products

33

To determine the reasons for customers’ preference for a specific product or service to other products or services

available in the market.

To determine the reasons for customers’ preference for some specific brands to other brands in the market.

Any or all of the consumption values may influence consumers’ purchase decisions and can have a gradual effect

on their preferences. For customers, the weight of each consumption value differs in each purchasing condition

(Kalafatis et al., 2010:2). Consumption values, which show the explicit and implicit reasons and motives, is a

fundamental form that is helpful for consumers’ purchase decisions and consumer research (Bodker et al., 2009). In

this context, identifying the consumption values that are prominent for personal care products has been regarded as

one of the aims of this study. The functional, social, emotional, conditional and epistemic values that are prominent

for personal care products are intended to be determined.

2.2. Brand Loyalty

The concept of brand loyalty has a long history. Copeland (1923) brought up this concept for the first time in

history and since that day over 200 definitions have been put forward in academic context. The number of

definitions is an indicator of how important the brand loyalty in marketing theory is. Since, for centuries, loyal

customers have been the primary targets of marketing experts (Knox and Walker, 2001:111). Aaker (1984) proposes

that brand loyalty should be evaluated as one of the main concepts in marketing strategy. Aaker (1984) defines

brand loyalty as a value (due to the flexible pricing). Upon the phenomenon, there have been some debates;

however, there is a general consensus on the significance of brand loyalty (Wernerfelt, 1991:229).

American Marketing Association defines brand loyalty as the habit of constantly purchasing the goods of the

same producer instead of visiting other brands, or the degree of acquiring a specific product, which belongs to the

same producer (Moisescu and Bertoncelj, 2010:138). According to Keller (1993), brand loyalty appears if customers

repeatedly go to the same brand just because they have positive feelings and attitudes about that brand (Keller,

1993:8).

If the customers buy the products of the same brand loyally, they display both behavioural and attitudinal loyalty

(Terblanche, 2002:31). Since brand loyalty is the concept considered from two different dimensions (behavioural

and attitudinal), many researchers utilize behavioral and attitudinal dimensions to lead to a conclusion in order to

estimate brand loyalty. These type of studies present the fact that brand loyalty is not solely about repetitive

purchases, at the same time multidimensional attitudes (cognitive, emotional, and behavioral attitudes) contribute to

the development of brand loyalty (Back and Park, 2003:421). Additionally, Jacoby and Kyner (1973), by defining

essential elements in brand loyalty reveal that in these elements behavioral and attitudinal factors should take place

concurrently. In this respect, neither attitudinal nor behavioral scale is sufficient to draw healthy consequences in

brand loyalty on its own (Back and Park, 2003: 421). Nowadays, brand loyalty is considered as a very complex

habit, which cannot be explained by mainly the frequency of purchases (Oliver,1999:34). Only the behavior of re-

buying is important, regardless of the consumer's degree of commitment to the brand. However, brand loyalty not

only concerns the behavior of re-buying, but also takes into account that actual behavior's antecedents (Bloemer and

Kasper,1995:313). That’s why brand loyalty concept can not be handled only in one dimension. In academic world,

one of the researchers who examine multidimensional brand loyalty is Richard L. Oliver.

Oliver (1997) defines brand loyalty as a “deeply held commitment to rebuy or repatronize a preferred

product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing,

despite situational influences and marketing efforts having the potential to cause switching

behavior”(Oliver,1999:34). Oliver (1999) examines brand loyalty in four different dimensions: cognitive loyalty,

emotional loyalty, the loyalty originates from desire and behavioral loyalty. According to Oliver (1997) the levels of

brand loyalty shows the learning process, which highlights the relation between attitude and behavior. Because

Oliver (1997) drives forward that attitudinal loyalty evolves in three stages: cognitive, emotional and the loyalty

originates from desire (Back and Park, 2003:422).

Burcu Candan, Sevtap Ünal & Aysel Erciş

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According to Oliver’s brand loyalty model, in order to create a genuine loyalty in a customer, the customer

should go though the attitude evolvement stages. These stages are interconnected and without consolidating the

connection between stages, the level should not be passed.

Cognitive Loyalty: the primary dimension, which is considered by Oliver (1999) in brand loyalty, is cognitive

loyalty. In this stage, it is highlighted that the qualities of a product affect the preference of the customer at this

level. Experiences of customers influence the cognitive loyalty of customers (Oliver, 1999:35). Back and Parks

(2011) present the information that cognitive dimension originates from the knowledge of the customers about the

brand (Back and Parks, 2011). Worthington et al. (2009) advocate that cognitive loyalty is generated when the cost

of changing brand and the analyses of the quality of the product are interpreted (Worthington et al., 2009). Oliver

(1999) on the other hand claims that cognitive loyalty stems from the qualities and the cost of the product (Oliver,

199).

Affective Loyalty: The second important dimension in brand loyalty is affective loyalty. According to Oliver

(1999) emotional loyalty reflects the overall satisfaction and pleasure fabricated by the usage of the same brand

products (Oliver, 1999:35). Emotional dimension states feelings or emotional reactions. Affective loyalty can be

both positive and negative and as a result the reactions will take shape according to these positive or negative

attitudes (Back and Parks, 2011). In positive affective loyalty, satisfaction reflects pleasure. In this stage the loyalty

is called as affective loyalty and conceptualization in customers mind happens. This concept, however it exposes the

opposite thesis, cannot be abandoned easily. Displayed brand loyalty creates and inclination and influence the

degree of inclination (Bengül, 2006:35).

Conative Loyalty: The dimension of the desire expresses the intention or willingness of purchasing of the

customers (Back and Parks, 2011:423). The desire originates from desire can be defined as the creation of re-

purchasing as a result of positive attitudes about the brand. In this level, customers cannot help buying the products

for which they have positive feelings (Oliver, 1999:35). Desire means restatement of the brand with special

assurance in order to be bought. In this sense, loyalty, which is about effort, includes the state of loyalty, which

appears primarily by deep adaptation of purchasing pledge. Actually, in this stage the customer would like to buy

the product however the desire does not surmounts from intention (Bengül, 2006:35).

Behavioral Loyalty: Behavioral brand loyalty is determined by the frequency of customer’s repeated purchases

(Jacoby and Kyner,1973). That the customers buy the products of the same brand, their efforts to buy the product of

the same brand, reflects their behavioral loyalty (Assael, 2004). To put it this way, behavioral loyalty simply is the

behavior or the habit of going for the products of the same brand as a routine (Atrek et al.,2009). According to

Oliver (1997) in order to compose behavioral loyalty, initially, cognitive and secondarily emotional loyalty and

thirdly, the loyalty originates from desire should actualize (Oliver, 1997:392). Customers who complete these four

stages become loyal customers.

Brand loyalty, comprises the attitudes of costumers about the brand pre-purchase. Conventionally, high brand

loyalty contributes to the producers the advantage of spreading the enhancing success in order to apply premium

price policies to production units, have the flexibility to conduct firm bargains with the distributive channels,

decrease selling cost, hurdling the introduction of the new brands to the market (Moisescu and Allen, 2010:85).

In this study, brand loyalty is examined according to the four-staged proposal of Oliver (1999). It is taken as the

basis of this study. By doing that, it is targeted to decide the degree of brand loyalty among the youth in personal

care products.

2.3. General Information on Personal Care Products and Market

Personal care is the effort of people to improve, enhance or protect their present conditions. Products that are

purchased for the purpose of personal care, that provide recovery or that can be used for the protection of the

physical integrity are accepted as personal care products (cosmetic products). The Turkish Drugs and Medical

Device Institution defines cosmetic products as “all preparates or substances that are prepared for different external

parts of human body such as epiderm, fingernails, hair, lips and external genital organs, for the teeth and mouth

mucosa and whose only or main aim is to clean these parts, give off odour, change their appearance or better the

Analysing the relationship between consumption values and brand loyalty of young people: A study on personal care products

35

body odour, or protect, or keep in a better condition” (http://www.iegm.gov.tr). According to this, “skin care

products, perfume-deodorants, cosmetics, skin cleansing products, hair cleansing and care products, hand and foot

care products and shaving products” can be some examples of personal care products. Personal cleansing products

based on the soap and personal care products produced by natural substances for thousands of years have all been

affected by the technological and scientific boom in the cosmetic sector (TOBB,2008:7).

The global market for cosmetics from the personal care product(PCP) industry has grown tremendously over the

past decade due to increased consumer access and individual buying power (Ahammad et al.,2013:73). Like U.S.

and European countries, Turkey has a big market for personal care product. The number of the firms exporting

cosmetics increased continually between the years 2009-2011 and became 1.878, 2.162 and 2.735 respectively. The

products that have the most shares in the export of cosmetic sector are shaving products and deodorants. In this

product group, there was a 219 million dollar export in 2011 with a 7% increase compared to the previous year. The

cosmetic import of Turkey approximated to 640 million dollars in 2011. In 2011 there was an 8,5% increase in our

cosmetic sector import, which was 590 million dollars in 2010. The countries that had the highest share of our

cosmetic products import are France (138 million dollars), Germany (111 million dollars), Poland (86 million

dollars), England (45 million dollars) and the USA(43 million dollars) (Turkish Republic, Ministry of Economy,

Sector Report, 2012).

The growing personal care products market has formed a profitable market area not only for the producers but

also for the retailers. Accordingly, the number of the specialty stores that open in personal care products category is

gradually increasing. The brands that have the most stores in Turkey are “Gratis, Watsons, Cosmoshops and

YvesRocher”. Although the personal care products sector is a growing market, some brand and firms leave the

market due to intense competition.

3. Objective, Scope and Limitations of The Research

The objective of the research is to study the relationship between the consumption values and brand loyalty of

young consumers. The personal care products sector has a growing trend in Turkey. This market has to especially

consider the interest and number of young population. That the number of young population is high especially

interests this market. The main motives behind concerning in personal care products are mainly related to physical

appearance that is more important compare to others. This is why, the objectives of this study is to find out the

consumption values, the effect on brand loyalty and the relation between the consumption values and brand loyalty

of young people in personal care products.

The population is Kocaeli University students. In this paper, the brand loyalty, consumption values and the

relations between these variables were studied in terms of the personal care products and brands that students

regularly use. Personal care products were discussed within the frame of 8 product categories.

4. Research Method

4.1. Sampling

From the population of 28700 students in Kocaeli University, 500 students were randomly chosen from random

numbers table. Of collected 470 questionnaire, properly completed 426 were evaluated.

4.2. Pre-test

The questionnaire form consists of 2 basic scales: brand loyalty and consumption values. The original model of

Sheth et al. (1991a) was used in order to develop the consumption values scale. Focus group interviews were carried

out in order to determine the consumption values on personal care products. With 8 Kocaeli University students, a 1-

1,5 hour focus group interview was conducted. In accordance with the answers received from the students and the

Burcu Candan, Sevtap Ünal & Aysel Erciş

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literature review, a scale determining the consumption values that might be effective in personal care products was

formed.

Brand loyalty scale based on 4 dimension brand loyalty model of Oliver (1999). Before preparing the final survey

form and starting data collection, a pre-questionnaire study was conducted with 20 students who were chosen as

being the representatives of the research sample. These people were asked questions about their personal care

product purchasing behaviours, their brand loyalty in personal care products and the consumption values that affect

them to buy a personal care product. The statements in the questionnaire form were asked to the students who took

part in the pre-questionnaire study and the statements that were disapproved were taken out of the form. The

questionnaire form was reviewed in consideration of these evaluations and the final form was prepared.

4.3. Data Collection

Research data was collected by using survey method. The survey questionnaire interviews were conducted with

10 voluntary students who attend different departments of Kocaeli University. The questionnaire was conducted

face to face with the students after they were given the necessary training.

The survey form consists of three parts. In the first part, there are the variables belonging to the consumption

values scale. The consumption values scale was formed with respect to the consumption values model of Sheth et

al.(1991). Due to the applicability of the scale to all goods and services, consumption values that go for personal

care products were determined with the focus group study conducted. The 5 basic dimensions were all used in order

to measure the consumption values. Thus, the functional, emotional, conditional, social and epistemic values for the

personal care products were determined separately. Consumption values were measured by a total of 47 variables,

which consist of 10 variables for the functional value, 10 for the social value, 10 for the epistemic, 10 for the

emotional and 7 variables for the conditional value. The answerers evaluated the statements regarding their

consumption values according to a 5-point Likert scale (5=strongly disagree, 1=strongly agree).

In the second part of the survey, there are the variables regarding brand loyalty. Brand loyalty was measured by a

total of 15 variables in 4 basic dimensions: affective, conative, action (behavioral) and cognitive. 4 statements for

cognitive loyalty, 4 statements for affective loyalty, 3 statements for conative loyalty and 4 statements for behavioral

loyalty were used. The scale used for brand loyalty was formed by making use of several sources( Oliver’s (1999) 4

stage loyalty model; SERVLOYAL scale developed by Sudhadar, Israel, Britto and Selvam (2006); Back and Park’s

(2011) multi-dimensional model) . The 4 dimensions were discussed based on Oliver’s (1999) model. The

statements given for brand loyalty were also evaluated by the participants by using a five-point Likert Scale

(anchored at 1=strongly agree, 5=strongly disagree).

The last part of the survey consists of questions asked in order to determine the demographic characteristics of

the respondents. There are three variables in this part including “gender, income, and address”. In the survey

questionnaire, there are also some questions about the use of personal care products. According to this, the survey

participants were asked “what personal care products they use most; how often they buy personal care products;

where they buy personal care products from; the information source they use when buying personal care products

and whether there is a personal care product brand they often use”. With the answers given to these questions, data

about the personal care product purchasing behaviour of the young people were collected.

4.4. Research Model

Figure 2 . Research Model

Analysing the relationship between consumption values and brand loyalty of young people: A study on personal care products

37

In the research, it is assumed that there is a relationship between consumption values of consumers and their

brand loyalty. Therefore, the criterion variable of the research consists of the reasons for brand loyalty; the predictor

variable consists of consumption values.

4.5. Research Hypotheses

The basic hypothesis in the direction of the purpose and model of the study was determined as follow:

H1: There are significant relationships between consumption values and brand loyalty.

5. Data Analysis and Findings

Data was analyzed using SPSS 18.0 statistics program. During the analysis of data, factor analysis, t test and

canonical correlation analyses were used.

5.1. Demographic Characteristics of Sample

The demographic characteristics of the respondents of the sample are shown in Table 1.

Table 1. Demographic Characteristics of the Respondents

Sex Frequency(f) Percent(%)

Female 319 0,75

Male 107 0,25

Income Frequency(f)

Percent(%)

Up to 1000 TL 63 0,15

1001-2000 TL 141 0,34

2001-3000 TL 110 0,25

3001-4000 TL 49 0,11

4001-5000 TL 34 0,07

5001 and upper TL 29 0,06

Place Frequency(f) Percent(%)

Metropolitan city 309 0,72

City 94 0,22

Town 20 0,05

Village 3 0,01

TOTAL 426 100.0

Table 1 shows information about the demographics of the university students responding the questionnaire.

Accordingly, 75% of students are female and 25% are male. It is seen that the students responding the questionnaire

mostly have an income ranging between 1001-2000TL(%34), and it is followed by those with an income of 2001-

3000TL (%25). It is also seen that majority of the students (72%) live in a metropolitan city. 22% of the students

live in a city, 20% live in a town and a very small group (1%) lives in a village. The fact that majority of the

students live in big cities can be considered as an indicator for their demands for personal care products in order to

satisfy their social needs.

Burcu Candan, Sevtap Ünal & Aysel Erciş

38

5.2. Buying Behaviors Related to Personal Care Products

Information about the buying behaviours including the personal care product they buy most, frequency of buying

a personal care product, preferred places to buy personal care products and information sources used to buy a

personal care product is provided below.

Table 2. Personal Care Products Preferences

Personal Care Products Mean Rank

Perfumes-Deodorants 2,40 1

Hair Cleansing Products 2,82 2

Cosmetics 3,31 3

Skin Cleansing Products 4,28 4

Shaving Products 4,80 7

Skin Care Products 4,30 5

Hair Care Products 4,42 6

Table 2 lists the personal care products the students responding the questionnaire most frequently used.

Accordingly, personal care products used by the students most frequently are listed as perfumes-deodorants (men

2,40), hair cleansing products (mean 2,82) and cosmetics (mean 3,31). They are followed by skin cleansing products

(mean 4,28), skin care products (mean 4,30), hair care products (mean 4,42) and shaving products ( mean 4,80).

Since most of the students responding the questionnaire are female students, woman-oriented products are seen to be

the most frequently used personal care products. According to Table 2, products for care are the least frequently

used products. When it is considered that care products are preferred at later ages, such a result can be considered

normal. Based on this, it can be said in this study that considerations about brand loyalty and consumption values of

young people are more significant in terms of the first three product groups.

Table 3. Buying Frequency of Personal Care Products

Buying Frequency Frequency Percent

Once a month or less 236 0,55

Twice a week 138 0,28

Once a week 34 0,07

Several times in a week 12 0,02

TOTAL 426 100.0

Table 3 shows the personal care products buying frequencies of the students participating in the questionnaire.

According to their responses, 55% of the students buy personal care products once a month or less frequently. 28%

of the students buy personal care products biweekly (every other week) and 7% buy once a week.

Table 4. Shopping Location Preferences

Shopping Location Mean Rank

Perfumery Store 2,77 2

Hypermarkets 3,76 4

Cosmetic Stores(Flormar etc.) 2,38 1

Department Stores (Boyner,YKM etc.) 3,78 5

Personal Care Products Store

( Watsons,Gratis etc..) 3,05 3

Analysing the relationship between consumption values and brand loyalty of young people: A study on personal care products

39

Selling via catalog ( AVON etc) 3,99 6

Via internet 6,05 7

As seen in Table 4, students mostly prefer cosmetic department stores most when buying personal care

products. It is followed by perfumery stores. It is also seen that they prefer department stores selling cosmetic

products such as Watsons and Gratis, hypermarkets and department stores, respectively. As the last choice, students

prefer to buy personal care products via the Internet. When it is considered that the most frequently used products

are perfumes-deodorants, hair cleansing products and cosmetics, it is found out that the department stores they

prefer fit the situation.

Table 5. Sources of Information Used for Personal Care Product Shopping

Information Source Mean Rank

TV/Radio ads 3,00 3

Newspaper ads 4,16 5

Advices from family members of close

friends 2,07 2

Web sites of brands 3,41 4

Personal experiences 1,79 1

According to Table 5, the students first consider their own experiences when buying a personal care product.

Secondly, they pay attention to the recommendations from their immediate vicinity and thirdly it is seen that they

benefit from TV/radio ads, web pages of the companies and newspaper ads.

5.3. Exploratory Factor Analysis Results for Consumption Values

Exploratory factor analysis was conducted to determine under which dimensions the statements about

consumption values were gathered. The results of the analysis were shown in the table below.

Before conducting factor analysis for the variables related to consumption values, a reliability analysis was

carried out for these variables, and Cronbach’s Alpha coefficient was found to be 0,863. According to this result, the

scale was found to be reliable and all variables were exposed to factor analysis. According to the results of the

reliability analysis related to the factors, Cronbach’s Alpha coefficient was found to be 0,844 for emotional value, it

was 0,773 for epistemic value and social-conspicuous consumption value and 0,789 for social-reference value.

Table 6. Factor Analysis Results for Consumption Values

Variables Factor Loads Eigen value Percentage

Variance

Factor 1: Emotional Value 4,349 15,531

E1: I pay attention to the emotions more than the functions when buying a personal care product.

.545

E2: When buying a personal care product I am more affected by

visual and aesthetic factors such as its package, smell, texture etc. .576

E3: I prefer the brand that makes me feel better when buying a

personal care product. .510

E4: When buying a personal care product, I make my decision according to my feelings.

.734

E5: When buying a personal care product, my emotions are as

important as the features and price of the product.. .729

E6 : I can buy a personal care product just because of my feelings

without giving it a thought. .592

E7 :No matter how good a personal care product is, it must appeal to my feelings.

.747

Burcu Candan, Sevtap Ünal & Aysel Erciş

40

E8:Buying a personal care product arouses the feelings of fun and

pleasure in me. .637

E9 :Buying a personal care product makes me excited. .462 E10: I act with nostalgic feelings when buying a personal care

product. .579

Factor 2: Epistemic Value 3,361 12,005

FUNC1 :It is important to me to know the ingredients (content, components) of my personal care products.

.452

EP1: I like looking for new and different products. .625

EP2: I get reliable information (the most basic information) about different products before I buy personal care products.

.742

EP2: I get a lot of information before I buy personal care products. .775

EP4: I search for the latest information about personal care products. .693 EP7: Even though I do not buy personal care products, new products

catch my attention. .517

EP10: Dermatological researches arouse interest in me. .615

Factor 3: Social-Conspicuous Consumption Value 3,360 12,000

S4: It is important to the people around to like the brand of my

personal care products. .538

S7: I prefer the brands of distinguished people, not the ones used by

everybody when it comes to personal care products. .726

S8: The familiarity and reputation of the brand of personal care products I use is important to me.

.614

S10: For me, it is important that the brand I use in personal care

products is sold everywhere .724

EP5: I definitely try the latest personal care products no matter how

much they cost. .655

EP6: I am the first to know about the latest personal care products. .664

Factor 4: Social-Reference Value 2,718 9,707

S1: I get advice of the people around when determining the brand of

my personal care products. .849

S2: I first get information from the people around when choosing the brand of my personal care products.

.851

S3: I finalize my preference by considering the choices of people

around me when determining the brand of my personal care products.

.750

S5: I prefer the brand the people I take as references use when

deciding on the brand of my personal care products. .621

TOTAL 49,243

Kaiser- Meyer Olkin Measure of Sampling Adequacy ,847

Bartlett Test of

Sphericity

Approx.Chi-Square

Df

Sig.

4107,741

378 .000

As can be seen in Table 6, the factors obtained explain 49,243 of the variables set. Kaiser Mayer Olkin (KMO)

competence measurement for the entire model is 0,847. This measurement is an index used to measure the adequacy

of the number of sampling and on coefficients (Norusis,1993:52-53). The fact that KMO measurement is small

shows that variables do not fit factor analysis. The value decreasing under 50% expresses that variables are not

suitable for analysis (Kaiser,1974:84). The Barlett’s test is an index used to measure whether there is a strong

relationship among the variables. If the result of the Barlett’s test is below 0,05, then there is a strong relationship

among the variables. The smaller this index is, the stronger the relationship among the variables. In this study, the

Barlett’s test result was 0,000. Since this number is lower than 0,05, it means there is a strong relationship among

the variables.

In the study, consumption values are determined as totally 47 variables and five dimensions including functional

(10 variables), social (10 variables), epistemic (10 variables), emotional (10 variables) and conditional (7 variables).

According to the results of the factor analysis, the respondents are seen to perceive their consumption values in

personal care products within the framework of four dimensions including emotional value, epistemic value, social-

conspicuous consumption value and social-reference value. All of the conditional values and all of the functional

Analysing the relationship between consumption values and brand loyalty of young people: A study on personal care products

41

values except for one, two variables of the social and epistemic values remained out of scope. Social values were

named after two factors including social-conspicuous consumption value and social-reference value. Since

conspicuous consumption and reference groups are the concepts forming social value, such a result is significant. It

was found out that young people perceive social value regarding personal care products separately as a way leading

to conspicuous consumption and reference. According to the results, consumption values of young people

regarding personal care products appear to be based on emotional, epistemic, (social) conspicuous consumption and

reference.

5.4. Exploratory Factor Analysis Results for Brand Loyalty

Exploratory factor analysis was conducted to determine under which statements about brand loyalty were

gathered, and the results obtained were shown in the table below.

Table 7. Brand Loyalty Factor Analysis Results

Variables Factor Loads Eigenvalue Percentage

Variance

Factor 1: Affective Loyalty 3,167 21,116

AFF1 :I see myself as a loyal customer of this brand of personal care

product. .633

AFF2 :I feel happy when I use the brand of my personal care

products. .779

AFF3 :I feel better when I use the brand of my personal care products.

.774

AFF4 :The brand of my personal care products reflects me. .720 CON1 :I intend to buy my brand even if the other brands promise for

better. .537

CON2 :I think I will first prefer the brand of my personal care products.

.489

Factor 2: Behavioral Loyalty 2,791 18,607

CON3: I intend to prefer the brand I use for my next purchases. .423

BEH1 :I buy the products of my own brand for others as well. .515

BEH2 :I tell others positive things about the brand I use. .730

BEH3 :If my brand puts other products on the market, I try them, too.

.615

BEH4 :I recommend the brand of my personal care products to the

others. .791

Factor 3: Cognitive Loyalty 2,062 13,744

COG1 :I pay more to the brand of my personal care products than the

other brands. .758

COG2 :I prefer the brand of my personal care product to the other brands.

.773

COG3 :I find the performance and features (quality) of the brand of

my personal care products superior than the other brands. .574

COG4 :I like the performance and features of the brand of my

personal care product. .547

TOTAL 53,467

Kaiser- Meyer Olkin Measure of Sampling Adequacy .894

Bartlett Test of

Sphericity

Approx.Chi-Square

Df

Sig.

1995.817

105 .000

Before conducting factor analysis for the variables related to brand loyalty, a reliability analysis was carried out

for these variables, and Cronbach’s Alpha coefficient was found to be 0,877. According to this result, the scale was

found to be reliable and all variables were exposed to factor analysis.

Burcu Candan, Sevtap Ünal & Aysel Erciş

42

The reliability analysis was conducted for each of these factors and Cronbach’s Alpha coefficient of the first

factor (emotional loyalty) was found to be 0,827, the second factor (behavioral loyalty) was 0,751 and the third

factor (cognitive loyalty) was 0,776.

As can be seen in Table 7, the factors explain 53,467 of the variables set. Kaiser Mayer Olkin (KMO)

competence measurement of the model is 0,894. Accordingly, the number of samples is adequate for the analysis. In

this study, the Barlett’s test result was 0,000. Since this number is lower than 0,05, it is seen that there is a very

strong relationship among the variables.

Brand loyalty was determined as four dimensions including cognitive, emotional, conative and behavioral

loyalty. A total of 15 variables were used in the scale, 4 variables for cognitive, emotional and behavioral loyalty

and 3 variables for epistemic loyalty. According to the result of the factor analysis, the respondents perceived brand

loyalty in 3 dimensions. The first factor expresses emotional loyalty, the second factor refers to behavioral loyalty

and the third factor refers to cognitive loyalty. None of the variables were left out of scope; two of the 3 variables

measuring conative loyalty took place under emotional loyalty factor and one took place under the behavioral

loyalty factor. That is, the respondents did not perceive conative loyalty as a separate factor of loyalty; they

associated the related statements with the other loyalty variables. According to the results obtained, young people

show emotional, cognitive and behavioral loyalty towards their personal care products.

5.5. Analysis of the Relationships Between Brand Loyalty and Consumption Values

Canonical correlation analysis was conducted in order to see the mutual and multiple relationship between

consumption values and brand loyalty. It is aimed to obtain functions maximizing the relationship between

consumption values and types of loyalty by means of correlation analysis. Criterion variables of the study consist of

types of loyalty and predictor variables consist of consumption values. Since there are 4 variables in the set of

consumption values and 3 variables in the set of types of loyalty, 3 functions are obtained. 2 of the 3 functions in the

study were found statistically significant. Since the first function explained a bigger part of the relationships set

(canonical root: 0,26) and found statistically significant (0.000; p<0.01), just the first function was considered in the

interpretation of the results. Accordingly, there are significant relationships between consumption values and brand

loyalty. The results are indicated in Table 8.

Table 8. Canonical Correlation Analysis between Consumption Value and Brand Loyalty – General Model Fit Criteria

Canonical

Function

Canonical

Correlations

Coefficients(Rc)

Canonical

Root

Wilk’s

Lambda Chi-Square df Sig.(p)

1 0,513 0,263 0,702 126,30 12.000 0,000

2 0,189 0,035 0,953 17,116 6.000 0,009

3. 0,107 0,011 0,989 4,118 2.000 0,128

Table 9. Canonical Correlation Results between Consumption Values and Loyalty Types

Consumption Values

Canonical Loadings Cross Loadings

1. Func. 2. Func. 1. Func. 2. Func.

1.Emotional Value 0,586 0,009 0,301 0,002

2.Epistemic Value 0,552 0,816 0,289 0,154 3.Social-Conspicuous Value 0,902 0,376 0,463 0,071

4.Social-Reference Value 0,228 0,081 0,117 0,015

Ratio Of The Explained Variance 0,379 0,203

Loyalty Types

1.Affective Loyalty 0,923 0,254 0,474 0,048

2.Behavioral Loyalty 0,589 0,729 0,302 0,138

Analysing the relationship between consumption values and brand loyalty of young people: A study on personal care products

43

3.Cognitive Loyalty 0,838 0,268 0,430 0,051

Ratio Of The Explained Variance 0,100 0,007

When the variance rates of the variables set are considered, it is seen that the first function explains the bigger

part of the relationships set (0,379; 0,203), that is, nearly 38%. At the same time, cross loadings of the second

function remain below 0,30, which is the acceptable value. Therefore, the relationships among the variables are

interpreted considering the first function.

According to Table 9, social- conspicuous value ranked first (0,902), emotional value ranked second (0,586) and

epistemic value ranked the third (0,552) in the canonical loads of the consumption values. Accordingly, the

respondents act mostly with emotional consumption values in their brand preferences. This is followed by epistemic

and conspicuous consumption values. In other words, it can be said that young people act with their senses, pay

attention to the features towards senses such as product packages and texture, pay attention to innovations in

personal care products and look into information related to new products and care about giving a message to the

surroundings to provide prestige by emphasizing the symbolic value of the brand when they buy personal care

products.

When the canonical loadings of the types of loyalty are considered, it is seen that emotional loyalty (0,923),

cognitive loyalty (0,838) and behavioral loyalty (0,589) have the highest values respectively. An important result

that comes out here is that young people establish an emotional tie (bond) between their personal care products and

brands. Young people see price-quality relationship and product performance as an important factor to develop

loyalty, and they also show loyalty to their brands in the behavioral sense.

When the cross-correlations among the variables set are considered, again, it seen that social- conspicuous value

(0,463), emotional value (0,301) and epistemic value (0,289) have the highest coefficients. As for the cross-

correlation of the set of loyalty types, emotional loyalty (0,474), cognitive loyalty (0,430) and behavioral loyalty

(0,302) have the highest values respectively. Form this point of view, we can say that social- conspicuous

consumption value, emotional and epistemic values are dominant when consumers buy personal care products. At

the same time, these consumers develop emotional, cognitive and behavioral loyalty towards personal care products

respectively. It was concluded that conspicuous consumption, emotional values and epistemic values were effective

regarding brand loyalties of young people towards personal care products. It can be said that conspicuous

consumption and emotional values affect emotional loyalty and innovation value affect behavioral loyalty more.

In order to test the validity of the results obtained in the canonical correlation analysis, the sample was divided

into two and the analysis was repeated and similar results were obtained (Canonical correlation coefficient: 0,578;

0,179). Then, sensitivity analysis was conducted, some of the variables were deleted and the analysis was repeated

and it was seen that there was no change in the canonical correlation coefficients and variable coefficients.

6. Conclusion and Suggestions

In today’s conditions when we cannot explain postmodern consumer behaviours with the traditional consumer

behaviour models, the consumption values model developed by Sheth et al. (1991a) provides us with a new point of

view. In markets such as personal care products where there is intense competition, analysing the consumers needs

properly and ensuring brand loyalty has become the main goal. With this study, whether there are meaningful

relations with the consumption values and brand loyalty that have become prominent in personal care products was

investigated. The research was carried out with young people as the youth population in Turkey is higher and there

is an important amount of young people who use personal care products.

In line with the purpose of the study, the necessary information was obtained by survey method. Two basic scales

were developed for the questionnaire form. The first of them is a scale which consists of 5 dimensions and 47

variables prepared in order to determine the consumption values. The second one is a scale that consists of 15

variables prepared in order to determine the 4 dimensions in brand loyalty. During the development of the scales,

focus group interviews and literature review were carried out.

Burcu Candan, Sevtap Ünal & Aysel Erciş

44

For the analysis of the data, first of all, the frequency, percentage and standard deviation values were checked. In

terms of demographic characteristics, it was seen that they were mostly girls (75%) who have an income of 1001-

2000 TL (34%), and who live in metropolitan cities (72%). The personal care products the answerers use most are

perfumes, deodorants and cosmetics. Here it is seen that product preferences have been affected as most of the

research sample consists of women. It is also seen that people mostly (0,55) buy personal care products once a

month or less often. While purchasing personal care products, the places preferred most are cosmetic stores,

perfumery shops, stores that only sell personal care products, hypermarkets and department stores. It can be said that

while purchasing personal care products, young people do not prefer catalogue retailing or online shopping very

much. It is seen that in purchasing personal care products, young people make use of their own experiences most. It

is also seen that young people make use of immediate environment advice and TV/radio commercials. On the other

hand, it can be said that young people do not use newspaper ads or the web sites of the firms a lot.

Exploratory factor analysis was applied to the consumption values and brand loyalty scales and 4 factors for

consumption values and 3 for loyalty were obtained. Functional and conditional values were left out of the scope in

analysis. The factors regarding consumption values were named as affective, epistemic, social-conspicuous

consumption and social-reference value. Loyalty factors were determined as affective, behavioural and cognitive

loyalty. Conative loyalty was evaluated in the other loyalty types and also it was not perceived as a loyalty factor by

the answerers.

Whether there are meaningful relations between the consumption values and loyalty types obtained as a result of

factor analysis was tested with canonical correlation analysis. As a result of the canonical correlation test, it was

determined that there are meaningful relations between the consumption values and brand loyalties young people

give importance to in terms of their personal care products. The prominent consumption values were determined as

“social-conspicuous consumption, affective and epistemic values”. From this point of view, it can be said that young

people see the brand they use in personal care products as a demonstration value that reflects their social

environment and gains its compliment. Another result of the study is that the answerers act with affective values

while purchasing personal care product brand. According to this, it can be stated that the young people take the

feelings a brand arouses in them into consideration and give importance to stimulants regarding the package and the

texture of the product. One other result that can be obtained from the study is that the young people give importance

to the innovations in personal care products and search information about new products. Even if there is a brand they

regularly use, young people follow the new personal care products and the products and brands that offer

innovations play an important role in their preferences.

In loyalty types, it is seen that the highest values belong to affective loyalty, cognitive loyalty and behavioural

loyalty respectively. An important conclusion that can be drawn from this is that there is an emotional bond they

form between the personal care products and their brands. Cognitive loyalty is a process that is formed with the

effect of personal experiences. In the research, it was also determined that the answerers make use of their own

experiences most when purchasing personal care products (Table 5). Thus, that the correlation value of the cognitive

loyalty, which is one of the brand loyalty dimensions, is high show that the results support each other. In personal

care products, the price-quality relation and the performance of the brand is an important factor in creating cognitive

loyalty. Young people see the price-quality relation and product performance as an important factor in creating

brand loyalty and they also show behavioural loyalty to their brands.

In this study, it was determined that in the relation between consumption values and brand loyalty, out of other

brand loyalty stages, emotional loyalty is affected the most. Young people develop emotional loyalty by forming an

emotional bond between themselves and the brand they prefer. Here, it was seen that the conspicuous social

consumption value and emotional values are more effective on the emotional loyalty than the other consumption

values. When it comes to behavioural loyalty, it can be said that epistemic value is effective.

It can be said that consumption values have an important effect in product preferences when it comes to personal

care products brand as in most product categories. It can be suggested that businesses that want to create brand

loyalty should follow a promotion strategy according to their consumption values. Especially, creating items that

can form an emotional bond toward the brand and emphasizing them, the target groups’ addressing to the reference

Analysing the relationship between consumption values and brand loyalty of young people: A study on personal care products

45

groups and featuring the factors that will meet their social needs can be regarded as some actions the businesses

should consider.

It is believed that this study, which has tried to present which consumption values the young people who form an

important target market give importance to in terms of personal care products and in which stage of brand loyalty

these values are more effective, will be a pathfinder in the studies on creating brand loyalty that will be conducted

by the businesses that market personal care products.

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