PROBLEMS OF BRAND PREFERENCE AMONGST USERS OF SKIN CARE PRODUCTS IN ENUGU METROPOLIS
CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY
The beauty industry is a vast and ever-evolving sector, with skincare products playing a pivotal role in enhancing and maintaining one's appearance and self-esteem. Enugu Metropolis, a bustling urban center in southeastern Nigeria, is no exception to the global trend of increasing interest in skincare products. The pursuit of radiant, youthful, and healthy skin has led to a burgeoning market for skincare products in this region. However, within this dynamic market, the issue of brand preference among users of skincare products has emerged as a prominent concern.
This introduction sets the stage for an in-depth exploration of the problems associated with brand preference among users of skincare products in Enugu Metropolis. It delves into the factors influencing consumers' choices, the consequences of brand preference, and the implications for both consumers and the skincare industry. By shedding light on these issues, we aim to contribute to a better understanding of the skincare market in Enugu Metropolis and offer insights that can guide consumers, businesses, and policymakers in addressing these challenges.
Over the past decade, the skincare industry in Enugu Metropolis has experienced remarkable growth, driven by a combination of factors including increased awareness of skincare, changing beauty standards, and economic development. This growth is evident in the proliferation of skincare brands, retail outlets, and online platforms catering to the diverse needs of consumers. As a result, Enugu Metropolis has witnessed a significant expansion in the range of skincare products available, from basic cleansers and moisturizers to specialized treatments targeting various skin concerns.
In a marketplace teeming with options, brand preference plays a crucial role in influencing consumers' choices. Brand preference can be defined as the tendency of consumers to favor one brand over others when making purchase decisions within a
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