This paper delivers a fruitful knowledge on the domain of brand loyalty for cosmetic products among female customers in Belagavi City, India. In detail, this paper aims to examine several factors that affecting the purchase of cosmetic products, and their impact on determining brand loyalty. There are six major factors of brand loyalty which have been tested in this study. Those factors are product quality, features & design, brand name, service quality, advertising & promotion, and price. Six hypotheses were postulated, and tested by using the SPSS software. A sample data set of 93 was drawn. The population of the study consisted of female customers in Belagavi City. The five-point Likert scale has been utilised in collecting the data. The results demonstrated that all of the factors have significant influences in determining brand loyalty among the female customers in this study. The researchers calculated standard deviation and statistically analysed the prominence ratings factors which affecting purchase of cosmetic products, where p value in Chi-square was used for testing the hypotheses. The pragmatic study conveyed abundant suggestions to the existing literature by analytically examined the factors that affecting the purchases of cosmetic products towards brand loyalty. It was also observed that around 62% of female customers spend less than र.1000 (approximately USD13.32) on cosmetics annually, and around 81% of customers prefer to buy foreign brands when compared to the local brands.
