Lojalność nabywców wobec produktów do podstaw pielęgnacji człowieka – wyniki badań ankietowych
Loyalty of the customers for basic human body care products – survey results

Summary/Abstract: The paper presents the results of a study on the scope and sources of consumer loyalty for the favorite brands of the basic categories of human body care products. The research was conducted on a sample of 100 consumers in two different cities and two retail chains. Loyalty of the majority of surveyed buyers towards the body care products is constituted rather by low prices and not by the trust to the brand and its importance for the respondents. The brand is more important for respondents with higher incomes and those who live in larger cities. Thus, in relation to those goods, particular attention should be given to economic factors to build loyalty. They are the ones that affect the most the purchase of basic human body car products.

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