A STUDY ON UNDERSTANDING
THE IMPACT OF ANIMAL
PATTERN IN BRAND LOGO ON THE
TARGETED MARKET SEGMENT
Sreevidhya.K1, Prof. Afreen Nasabi2
1M.B.A, Global Business School, Hubli 2Assistant Professor, Global Business
School, Hubli
Abstract:
Animals are a popular choice for logos
because they symbolize the brand’s
positioning and find deep connection with
the vision of the business. Our study aimed
at knowing the brands who have embraced
animal logo and also to understand what the
logo represents. We have considered Indian
brands as our sample. We have learnt that
the symbolism that the image of an animal
portrayed can invoke an emotional response
and belief that the ideals are at the core of
the companies.
Keywords:
Brand logo, Brand recall, animal logo,
brand recognition, psychology.
Research gap:
There is a gap for research for
understanding the customers psychology
towards animal logo.
Literature review:
The aim of the author is focusing on
exploring the role of colour in building a
brand with his 2 experiments. Where
experiment 1 says about the notion of
congruity, showing that it is more
appropriate for functional products to be
presented in functional colours and sensory
social products in sensory-social colours.
The experiment 2 says about the effect of
red and blue colour on brands. The survey
was done for 25 teachers and administrative
staff (22 women) with 13 paged booklet
filled with 96 Logos (8 colours * 12
products), 10 on each page by using 7
points Likert scale. (Bottomley & Doyle,
2006)
The author recommends that static
visuals can bring out a view of development
(i.e., dynamic symbolism) and in this
manner influence customer commitment
and mentalities. Concentrating on brand
logos as the static visual component, the
creators measure the apparent development
evoked by the logo and show that the
evoked unique symbolism influences the
level of shopper commitment with the
brand logo. The author focused on findings
and suggested that dynamic imagery is an
important aspect of logo design, and if used
carefully, it can enhance brand attitudes.
(Cian, Krishna, & Elder, 2014)
The focus of the author is to
understand the influence of advertising on
very young children. The author measured
product logo recognition by subjects aged 3
to 6 years. In terms of design recognition.
The investigation configuration depended
on the very much acknowledged statistical
surveying idea of commercial recognition.
Recognition of a commercial advertisement
that has been both seen and recalled.
(Fischer, Schwartz, & Richards, 1991)
The author objective for the paper is
to develop a designation brand Logo with a
qualitative and quantitative approach. They
have used a normative model in designation
marketing and took inputs majorly from
three parties namely logo owner, logo
developer and recipients. The case study
also says about aid marketers in assessing
the potential of tourism logos. The
empirical study says that there should be
some match between the destination logo to
the destinations they show. (Hem &
Iversen, 2004)
The author has made majorly two
experiments for effects of colour and
preference and brand logo familiarity on
Journal of Information and Computational Science
Volume 10 Issue 5 - 2020
ISSN: 1548-7741
www.joics.org585
recall performance. Firstly they
experimented about explored the colour
preference using a forced-choice technique
and secondly, they investigated the effects
of colour preference of 1st experiment and
brand recall. They found out from the
research that there is an implication for the
design of a brand logo to create and sustain
the memory of brand images. (HUANG,
LIN, & CHIANG, 2008)
The author aims about repeated
exposure leads to direct affective response
and fluency at the time of perseverance of
the response. The author proposed that
stimulus characteristics and presentation
factors will interact with repetition to
determine the amount of processing fluency
associated with a stimulus at various levels
of exposure. They used two-factor theory
which provides a better source of the
processing fluency, and implication for
logo design. (JANISZEWSKI & MEYVIS,
2001)
The author focused to examine the
relationship between brand logo
identification and brand logo benefit on
Indonesia consumer relationship quality.
They used a structural equation model with
282 responses. The author shows that both
the brand logo identification and overall
logo benefit play an important role in
predicting the relationships. The factor
which authors say that that overall brand
logo benefit is a better predictor of
satisfaction, trust, and commitment.
(Japutra & Keni, 2015)
The paper aims to investigate the
influence of advertising on young children and
measured product logo recall in the age
between 3-6 years. The children were of 229
sample unit. Young kids see, comprehend, and
recollect publicizing. Given the genuine
wellbeing results of smoking, the presentation
of kids to natural tobacco publicizing may
speak to a significant wellbeing hazard and
ought to be concentrated further. (Fischer,
Schwartz, & Richards, 1991)
The authors demonstrate that more
vs. less descriptive logos can positively
influence brand evaluations, purchase
intentions, and brand performance. They
also demonstrate that these effects occur
because more vs. less descriptive logos are
easier to process and thus elicit stronger
impressions of authenticity, which
consumers value. that marketing
practitioners might not fully take advantage
of the potential benefits of logo
descriptiveness. The theoretical
contributions and managerial implications
of these findings are discussed. (Luffarelli,
Mukesh, & Mahmood, 2019)
The author developed a model of
how consumers process logo changes,
researchers deployed a field study
evaluating two actual retail brands using
survey methodology with 406 respondents.
Communication programs of brands can
better anticipate such processing before
logos are changed. Social implications –
Social enterprises that change their logos
stand to benefit in a similar way to for-profit
businesses that change their logos. The
author says that there are two types of
curiosity namely interest curiosity and
deprivation curiosity. (Peterson, Alshebil,
& Bishop, 2015)
The author purposed of the study is
to investigate the brand logo, consumers
will assign personality traits to that brand
which held by the colour association. The
author wants to know how the consumers
perceive the colours used in the brand logo
will help marketers to convert the
personality trait of the brand. (Ridgway &
Myers, 2014)
The author investigates two
experiments tested about logo complexity
and exposure to brand recognition and
brand attitude. The findings say that the
increase in exposure led to an increase in
brand recognition and for the complex
brand logo. They took responsibility for
164 sample size. (Grinsven & Das, 2014)
Journal of Information and Computational Science
Volume 10 Issue 5 - 2020
ISSN: 1548-7741
www.joics.org586
Research methodology:
S
no
Particulars Details
1 Source of data Secondary data.
2 Sample unit Indian company
3 Sampling
method
Random
sampling
4 Sample Size
5 Research
approach
Descriptive
research
Discussion:
A logo is a graphic mark, emblem, or
symbol used to aid and promote public
identification and recognition. It may be of
an abstract or figurative design or include
the text of the name it represents as in a
wordmark. In the days of hot metal
typesetting, a logotype was one word cast
as a single piece of type, as opposed to a
ligature, which is two or more
letters joined, but not forming a word.
Logo design
Since a logo is the visual entity signifying
an organization, logo design is an important
area of graphic design. A logo is the central
element of a complex identification system
that must be functionally extended to all
communications of an organization.
Therefore, the design of logos and their
incorporation in a visual identity system is
one of the most difficult and important
areas of graphic design. Logos fall into
three classifications (which can be
combined). Ideographs, such as Chase
Bank, are completely abstract forms;
pictographs are iconic, representational
designs; logotypes (or wordmarks) depict
the name or company initials. Because
logos are meant to represent companies'
brands or corporate identities and foster
their immediate customer recognition, it is
counterproductive to frequently redesign
logos.
The logo design profession has
substantially increased in numbers over the
years since the rise of the Modernist
movement in the United States in the
1950s.
Three designers are widely considered the
pioneers of that movement and of logo
and corporate identity design:
The first is Chermayeff & Geismar, which
is the firm responsible for many iconic
logos, such as Chase Bank (1964), Mobil
Oil (1965), PBS (1984), NBC (1986), Nati
onal Geographic (2003), and others. Due to
the simplicity and boldness of their designs,
many of their earlier logos are still in use
today. The firm recently designed logos for
the Library of Congress and the fashion
brand Armani Exchange.
Another pioneer of corporate identity
design is Paul Rand, who was one of the
originators of the Swiss Style of graphic
design. He designed many posters and
corporate identities, including the famous
logos for IBM, UPS, and ABC.
The third pioneer of corporate identity
design is Saul Bass. Bass was responsible
for several recognizable logos in North
America, including both the Bell Telephone
logo (1969) and successor AT&T
Corporation globe (1983). Other well-
known designs were Continental
Airlines (1968), Dixie (1969), and United
Way (1972).
Later, he would produce logos for several
Japanese companies as well. An important
development in the documentation of logo
design is the study of French trademarks by
historian Edith Amiot and philosopher Jean
Louis Azizollah.
Logo colour
Colour is a key element in logo design and
plays an important role in brand
differentiation. The importance of colour in
this context is due to the mechanics of
human visual perception wherein colour
and contrast play critical roles in visual
detail detection. In addition, we tend to
Journal of Information and Computational Science
Volume 10 Issue 5 - 2020
ISSN: 1548-7741
www.joics.org587
acquire various colour connotations and
colour associations through social and
cultural conditioning, and these play a role
in how we decipher and evaluate logo
colour. While colour is considered
important to brand recognition and logo
design, it shouldn't conflict with logo
functionality, and it needs to be
remembered that colour connotations and
associations are not consistent across all
social and cultural groups. For example, in
the United States, red, white, and blue are
often used in logos for companies that want
to project patriotic feelings, but other
countries will have different sets of colours
that evoke national pride.
Choosing an organization’s logo's colour is
an important decision because of its long-
term implications and its role in creating
differentiation among competitors' logos. A
methodology for identifying potential logo
colours within an industry sector is colour
mapping, whereby existing logo colours are
systematically identified, mapped, and
evaluated (O'Connor, 2011).
Logo design process
Designing a good logo often requires
involvement from a marketing team
teaming with the graphic design studio.
Before a logo is designed, there must be a
clear definition of the concept and values of
the brand as well as understanding of the
consumer or target group. Broad steps in
the logo design process include research,
conceptualization, investigation of
alternative candidates, refinement of a
chosen design, testing across products, and
finally adoption and production of the
chosen mark. (htt13)
Animal pattern in brand logo on the
targeted market segment:
Multinational Companies are spending
huge money and doing research to make a
brand. Before understanding the
importance of a logo, it is necessary to
know the significance of logo for business
establishment. A logo should be what we
are doing, and we are. A Creative logo
stands for the company as it is presented on
various platforms for promoting business
effectively.
Main Attractive part of Big Company’s
reputation is the good branding. Branding is
the use of various promotional tools and
messages to convey an intended image to
drive sales and Create the reputation in the
Mind of Customer. Symbols are highly
Important to the effective entrenchment of
your brand. Along with logos, companies
often use other visual depictions or
characters to tell stories and build brands.
Amul Girl, The Pillsbury Doughboy,
Ronald McDonald, Abuja Man and the
Marlboro Man are among other iconic
character symbols that have enhanced or
are enhancing company brands. In fact,
mascots seem to have been gaining
popularity.
Having a mascot as part of your branding
may seem like just an aesthetic choice, but
it’s more powerful than it looks. its more
appealing and remember easily to the
Customers. Having a mascot gives you
greater flexibility in terms of brand
application. A mascot will take you much
further and make you more branded than
just the logo. (htt14)
PURPOSE OF ANIMAL
CHARACTER:
1. Brand: National council of
educational research and training
Animal:
Journal of Information and Computational Science
Volume 10 Issue 5 - 2020
ISSN: 1548-7741
www.joics.org588
The crest/logo of the NCERT
shows hamsa, the swan, a symbol of the
pursuit of knowledge.
The three intertwined swans symbolize the
three major aspects of the Council:
Research & Development, Training and
Extension (dissemination).The design has
been adapted from an Ashokan period
relic of the third century B.C., found in
excavations near Maske in the Raichur
district of Karnataka. The motto in
Sanskrit has been taken from the Izakaya
Upanishad and it means “Life eternal
through learning”.
Colour:
Black
Represents: Authority, Power,
Mystery, Boldness, Elegance and
Sophistication
Black is used to commonly target
youth and a high-end audience. It
creates a mystery while
representing power, authority and
elegance in the logo.
2. Brand: Syndicate bank
Animal:
The pictorial 'dog' syncs with the
bank's motto - reliable and friendly.
The combination of orange, yellow
and white colours gives our logo the
distinction.
Colour:
Orange and Yellow
Orange
Represents: Orange is a very distinctive
colour that symbolizes strength, energy,
enthusiasm and creativity, thoughtfulness
and truth and honesty. It is a colour of
vibrancy, resonance and ornamentation. It
is a joy and fun filled with energy, risk-
faced extrovert and glandular. In colour
psychology it gives the meaning of
adventure, optimism, confidence and
sociability or friendliness.
More tender than red, orange - represents
more feminine energy and creation energy.
In short, orange indicates the vivacity,
competence and confidence of the bank to
reach the next horizon of business.
Yellow
Yellow - This colour is a sign of acquired
knowledge. It is the colour that stimulates
our mental strength and creates mental
agility and perception by resonating the left
or rational side of our brain. Being the
lightest colour of the spectrum, the colour
science of yellow is that it is an emblem of
uplifting and ecstatic, pleasurable, joyous,
joyous and curious. The best colour to
excite in life is yellow. It arouses greater
confidence and optimism.
Yellow colour helps in decision making as
it has clarity in thoughts and ideas. The
yellow colour is free of emotions, it
originates from the mind, not from the
heart.
The yellow colour signifies innovation, it
supports vivacity and quick decisions
through collective work and thinking.
(htt15)
3. Brand: Eicher
Animal:
Journal of Information and Computational Science
Volume 10 Issue 5 - 2020
ISSN: 1548-7741
www.joics.org589
Their horse head logotype is quite
minimalistic and reflects the power and
might of the animal. (htt16)
Colour:
Red and Black
Red
Represents: Passion, Love, Anger,
Hunger, Health, Excitement and Life
Red is generally an attractive, energetic and
powerful colour used in logos of brands
belonging to the food, health, beauty and
entertainment industries. Several famous
brands have coloured their logo red such as
Coca-Cola, Kellogg’s, Red Bull, Canon and
YouTube etc. These brand logos in red are
no doubt memorable.
Red logos grab customer attention, and if
you want to attract your target market
towards your brand, use the colour red.
There are many amazing ways to use red in
your logo to make the design unique,
interesting and prominent. These red logo
inspirations and tips will get you started!
So, make a logo design in red and boost
your brand recognition.
Black
Represents: Authority, Power, Mystery,
Boldness, Elegance and Sophistication
Black is used to commonly target youth and
a high-end audience. It creates a mystery
while representing power, authority and
elegance in the logo.
4. Brand: The Times of India
Animal:
The logo or masthead of Times of India
consists of two white elephants facing each
other in front of a crest or shield
emblazoned with an eight petalled lotus
with a pair of leaves on the top third and
below that three sailing ships arranged at
the corners of inverted triangle. The shield
is topped by a five-pointed tiara. At both the
ends of this arrangement there is a six
petalled lotus each with two leaves. The
whole is supported by a banner in a holder
in the middle, at the bottom inscribed with
‘LET TRUTH PREVAIL’.
Elephant’s -The elephants symbolise
‘Iravata’ of ‘Indra’ which emerged out of
ocean when it was churned by the Gods and
it is the foremost of eight guardian
elephants ‘Ashta dig gajaas’. These
elephants are the custodian of this universe.
Times of India (TOI) is the custodian of
news (North, East, West and South)
Lotuses - The flower always looks clean
and pure against the background of the dirty
pond. Because of this the lotus flower has
come to be associated with purity and
beauty in Buddhism and Hinduism. The
TOI is blemishing less inspite of dealing
with different situations but gives pure and
correct news.
Crest or Shield – It means defender of the
truth in reporting news.
Tiara – Signifies the desire to be
recognised for your beauty, both inside and
out. The newspaper intents to be recognised
and complimented for both exterior beauty
– the design and layout; and appreciated for
the content. It also signifies its struggle to
always be at its best for its readers and stake
Journal of Information and Computational Science
Volume 10 Issue 5 - 2020
ISSN: 1548-7741
www.joics.org590
holders. The five points represent spirit,
earth, air, fire and water
Sailing Ships – They are a symbolic means
of transport. It is not only they transport
figuratively; it symbolises a feeling of
navigated in a ship. Ship symbolism is used
to navigate people of their news and views.
Banner – Banners are the traditionally used
by royals and in military emblems. Here it
carries the motto of the newspaper ‘’LET
TRUTH PREVAIL’. (htt17)
Colour:
Black
Represents: Authority, Power, Mystery,
Boldness, Elegance and Sophistication
Black is used to commonly target youth and
a high-end audience. It creates a mystery
while representing power, authority and
elegance in the logo.
5. Brand: Future group
Animal:
Bird (Chidiya): The company envision
India’s transformation into the legendary
'Sone Ki Chidiya' (golden bird), taking
wings once again to reach greater heights.
Colour:
Orange
Represents: Vibrant, Playful, Happy,
Artistic and Energetic
Orange is another beloved colour of the
food, art and the sports industries. While in
one sector it evokes an appetite, in others it
suggests playfulness, creativity and energy.
Being bright makes orange the favourite
colour for industries dealing with kids’
products and foods. Some creative
industries use orange in logos to stand out.
6. Brand: United Breweries Limited
Animal:
The Pegasus, which is the symbol of
the United Breweries, first found its
place as the Group logo in 1941] Then,
the Helladic horse – associated
with beer and nectar in
Greek mythology – carried a beer cask
between the wings, ostensibly because
beer formed the core operations of the
Group. Later, the beer cask was
removed to represent the Group's
multifaceted operations. (htt18)
Colour:
Blue
Represents: Professionalism, Trust,
Authority, Power and Loyalty
Blue is used in corporate logos as it creates
a sense of security while showing loyalty
and professionalism. This colour is used by
various businesses related to software,
finance, pharmaceutical industry,
government and banks. While you can
create a logo with just the colour blue, you
can also accompany two colours in a design
such as a red and blue logo.
7. Brand: Bira 91
Animal:
The reverse B in the logo represents
a spirit of irreverence.
Journal of Information and Computational Science
Volume 10 Issue 5 - 2020
ISSN: 1548-7741
www.joics.org591
The monkey mascot was designed
considering the urban millennial as the
key consumer of Bira 91 and with the
idea of presenting the brand with a
playful identity. (htt19)
Colour:
Red and Black
Red
Represents: Passion, Love, Anger,
Hunger, Health, Excitement and
Life
Red is generally an attractive,
energetic and powerful colour used
in logos of brands belonging to the
food, health, beauty and
entertainment industries. Several
famous brands have coloured their
logo red such as Coca-Cola,
Kellogg’s, Red Bull, Canon and
YouTube etc. These brand logos in
red are no doubt memorable.
Red logos grab customer attention,
and if you want to attract your target
market towards your brand, use the
colour red. There are many amazing
ways to use red in your logo to make
the design unique, interesting and
prominent. These red logo
inspirations and tips will get you
started! So, make a logo design in
red and boost your brand
recognition.
Black
Represents: Authority, Power,
Mystery, Boldness, Elegance and
Sophistication
Black is used to commonly target
youth and a high-end audience. It
creates a mystery while
representing power, authority and
elegance in the logo.
8. Brand: ING Vysya Bank
Animal:
The orange lion on ING's
logo alludes to the group's Dutch origins
Colour:
Blue and Orange
Blue
Represents: Professionalism, Trust,
Authority, Power and Loyalty
Blue is used in corporate logos as it
creates a sense of security while
showing loyalty and
professionalism. This colour is used
by various businesses related to
software, finance, pharmaceutical
industry, government and banks.
While you can create a logo with
just the colour blue, you can also
accompany two colours in a design
such as a red and blue logo.
Orange
Represents: Vibrant, Playful,
Happy, Artistic and Energetic
Orange is another beloved colour of
the food, art and the sports
industries. While in one sector it
evokes an appetite, in others it
suggests playfulness, creativity and
energy. Being bright makes orange
the favourite colour for industries
dealing with kids’ products and
foods. Some creative industries use
orange in logos to stand out.
9. Brand: Bahujan Volunteer Force
Animal:
Journal of Information and Computational Science
Volume 10 Issue 5 - 2020
ISSN: 1548-7741
www.joics.org592
They symbolized an elephant in
logo to showcase the strength of the
party.
The BVF has blue and white
uniform with a cap that has the BSP
emblem.
Colour:
Blue is used in corporate logos as it creates
a sense of security while showing loyalty
and professionalism. This colour is used by
various businesses related to software,
finance, pharmaceutical industry,
government and banks. While you can
create a logo with just the colour blue, you
can also accompany two colours in a design
such as a red and blue logo.
Conclusion:
From time immemorial, brand awareness is
curated using animal symbolism in their
logo. Depending on the type of animal
chosen, a brand is seen to be strong, fast,
luxurious, caring, mysterious and many
other emotions.
We have seen the logo for Twitter (bird) or
MGM (lion) and it can create not only an
emotional connection but can also trigger
memories, whether good or bad, it creates
that connection. (Downey, APRIL 14,
2019)
From our study we understood the
meanings of animals, and what each animal
represents in the context of logo design,
branding and advertising, explaining the
connection and meanings that these animals
can stir up in consumers. A company
chooses to use an animal as a part of their
logo, they are hoping to create a connection
with their customer and create life-long
relationships.
The symbolism that the image of an animal
can portray can invoke an emotional
response and belief that the ideals are at the
core of the companies.
References (n.d.). Retrieved from Wikipedia The Free
Encyclopedia: https://en.wikipedia.org/wiki/Reliance_Industries_Limited
(n.d.). Retrieved from Wikipedia The Free Encyclopedia: https://en.wikipedia.org/wiki/Reliance_Retail
(n.d.).
Anjali Sharma1, S. B. (2013). Impact of Brand Loyalty on Buying Behavior of Women Consumers for Beauty Care Products- Delhi Region. Global Journal of Management and Business Studies., 3(7), pp. 817-824.
Attri, R., & Jain, V. (2018). A Study of Factors Affecting Customer. The IUP Journal of Marketing Management, 17, 16. Retrieved from http://web.b.ebscohost.com/ehost/detail/detail?vid=3&sid=40ae0428-cdf6-48fa-b46a-b46a9573d2b3%40pdc-v-sessmgr02&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=128113666&db=bsh
BAGDARE, D. S. (2016). RETAIL CUSTOMER EXPERIENCE: A RESEARCH AGENDA. INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT, 7(4), 5. Retrieved from http://web.a.ebscohost.com/ehost/detail/detail?vid=3&sid=0aa592ba-ff12-4343-8994-d8bf56f04617%40sessionmgr4006&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=119728981&db=bth
Bagdare, S. (January - April 2013). Antecedents of Retail Customer Experience. Journal
Journal of Information and Computational Science
Volume 10 Issue 5 - 2020
ISSN: 1548-7741
www.joics.org593
of Marketing & Communication, 8(3), 8. Retrieved from http://web.a.ebscohost.com/ehost/detail/detail?vid=3&sid=c6b33675-d5d5-4876-9fea-f63148e5328b%40sessionmgr4006&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=86959876&db=bsh
Camelia-Maria, & ILISAN, I. (2017). The main new driver of customer experience in Grocery retail - the Fresh opportunity. 10(59), 9. Retrieved from http://web.a.ebscohost.com/ehost/detail/detail?vid=3&sid=7836b27f-4eab-4e2b-89d2-6f5d17c2120d%40sdc-v-sessmgr02&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=127440137&db=bth
Chandel, S. J. (2014). Consumer shopping experience in shopping malls of selected Indian cities. Retrieved from https://shodhganga.inflibnet.ac.in/handle/10603/163277
Desai, K. (2014, May 10). A STUDY ON CONSUMER BUYING BEHAVIOUR OF COSMETIC PRODUCTS IN KOLHAPUR. Reviews of Literature, 1(10), 1-11.
Dineshkumar, U., & Vikkraman , P. (2012). Customers’ Satisfaction towards Organized Retail Outlets in Erode City. IOSR Journal of Business and Management, 3(4), 7. Retrieved from file:///D:/sip/LR/GS/Customers’%20Satisfaction%20towards%20Organized%20Retail%20Outlets%20in.pdf
Gokcen Ogruk, Anderson, T., & Nacass, A. (2018). In-Store Customer Experience and Customer Emotional State in the Retail Industry. Journal of research consumer.(32), 33. Retrieved from http://web.a.ebscohost.com/ehost/detail/detail?vid=3&sid=591f18fe-dabf-4945-a2e8-0dec35416968%40sdc-v-sessmgr03&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=130446990&db=bth
K.Karthikeyan. (2010, Jan-Jun). AN EMPIRICAL STUDY ON INDIAN RETAIL. Pranjana, 13, 11. Retrieved from http://web.b.ebscohost.com/ehost/detail/detail?vid=5&sid=40ae0428-cdf6-48fa-b46a-b46a9573d2b3%40pdc-v-sessmgr02&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=58516594&db=bsh
Koul, S., & Mishra, H. G. (2013). CUSTOMER PERCEPTIONS FOR STORE ATTRIBUTES: A STUDY OF TRADITIONAL RETAIL STORES IN INDIA. Journal of Business & Economics, 5, 1. Retrieved from https://search.proquest.com/openview/58d9b0a18e1952dc13af0f5a29452aad/1?pq-origsite=gscholar&cbl=1946347
Lydia K. Mwai 1*, D. A. (2015). Analysis of Brand Loyalty in Cosmetic Products: A Case of Selected Salons in Nyeri Town. Journal of Economics and Sustainable Development, 6(4), 210-219.
Mrs. J. Vidhya Jawahar1, D. K. (2013, June). Consumer Attitude towards Cosmetic Products. IJEMR, 3(6), 1-7.
Parmar, S. M. (2014, August). A Study of Brand Loyalty for Cosmetic. International Journal for Research in Management and Pharmacy, 3(6), 21.
Powers, T. L., Jack, E., & Choi, S. (2018). PRICE AND QUALITY VALUE INFLUENCES ON DISCOUNT. 31, 20. Retrieved from http://web.b.ebscohost.com/ehost/detail/detail?vid=11&sid=40ae0428-cdf6-48fa-b46a-b46a9573d2b3%40pdc-v-sessmgr02&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=136813996&db=bth
RASHED, C. A., RIFATH, J., BEGUM, R., & BHUIYEA, M. S. (2018). INVESTIGATION OF SATISFACTION LEVEL OF. Review of General Management, 27(1), 23. Retrieved
Journal of Information and Computational Science
Volume 10 Issue 5 - 2020
ISSN: 1548-7741
www.joics.org594
from http://web.b.ebscohost.com/ehost/detail/detail?vid=9&sid=40ae0428-cdf6-48fa-b46a-b46a9573d2b3%40pdc-v-sessmgr02&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=130654546&db=bth
Srivastava, M. (2014, July). A STUDY OF DETERMINANTS OF BRAND LOYALTY IN COSMETICS AND BUYING BEHAVIOR OF FEMALE CONSUMERS FROM THE RETAILER’S POINT OF VIEW IN PUNE CITY. International Journal of Business and General Management (IJBGM), 3(3), 77-86.
Tseng, E. L., & Yazdanifard, R. (2015). Mobility – The Revolutionary Change to Customer’s Shopping Experience in Retailing. International Journal of Management, Accounting and Economics, 2(9), 12. Retrieved from http://web.a.ebscohost.com/ehost/detail/detail?vid=5&sid=591f18fe-dabf-4945-a2e8-0dec35416968%40sdc-v-sessmgr03&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=116258274&db=bsh
Wilson, A. (2002). Attitudes towards customer. International Journal of Market Research, 44, 11. Retrieved from http://web.b.ebscohost.com/ehost/detail/detail?vid=7&sid=40ae0428-cdf6-48fa-b46a-b46a9573d2b3%40pdc-v-sessmgr02&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=7182409&db=bth
Journal of Information and Computational Science
Volume 10 Issue 5 - 2020
ISSN: 1548-7741
www.joics.org595