Luxury beauty products purchase behaviour of affluent consumers: the role of brand consciousness and brand distinctiveness in Zimbabwe

Abstract

The purpose of the study was to establish the extent to which brand consciousness and brand distinctiveness influence customer purchase decisions. The thrust was on interrogating whether there were any symbiotic relations between luxury beauty products’ brand consciousness, brand distinctiveness, and affluent consumers’ purchase decisions in terms of the need for simplification of cognitive tasks, in a turbulent pre-emerging market of Zimbabwe. Data was collected from five shopping malls situated in affluent suburbs by intercepting 200 consenting customers who would have bought a luxury beauty product to complete questionnaires. Analysis was done through structural equation modeling on SPSS AMOS. Results revealed that both brand consciousness and distinctiveness were closely related and also had a positive significant effect on customers’ purchase decisions. Managerial and intellectual implications were provided.

IMPACT STATEMENT

The study was on the buying behaviour of wealthy consumers in Zimbabwe, a country which has an unstable economy. The research was on how these wealthy consumers take into consideration the reputation of the luxury beauty product and the brand’s unique or differentiating features. The data for the research was collected from 200 rich consumers, who were requested to complete a questionnaires just outside the shopping malls located in upmarket suburbs after it had been observed that the consumer had bought a luxury beauty product. It was noted that luxury beauty products wealthy consumers buying decisions are influenced by their knowledge of the reputation of the luxury beauty product brand and its uniqueness. Luxury beauty products brand managers were advised to create advertisements which pronounce the reputation and differentiating features of the product as bait to wealthy consumers in a developing country context.

Keywords:

• Brand consciousness
• brand distinctiveness
• customer purchase decision
• luxury beauty products
• affluent consumer behaviour

REVIEWING EDITOR:

• Mohamed Mousa, WSB University: Akademia WSB, Poland

SUBJECTS:

• Consumer Psychology
• Brand Management
• Marketing Management

1. Introduction

The luxury beauty products market is lucrative where affluent consumers buy cosmetics for skin care, facial make-up, hair products, and several other related products. The essence of research in luxury beauty products is shown by the billions of revenue generated in this industry. The market generated 62.3 billion United States dollars in 2022 globally (Statista, 2023). It was projected that sales revenue would rise to 87 billion United States dollars by 2028. Africa has a considerable market for luxury beauty products. Out of the global sales revenue, Africa takes 3% which was equated to the share of sales revenue generated in Eastern Europe as well (Orbis Research Study). A leap into the next decade projects the doubling of the current revenue (Statista, 2023). Hence, Africa’s beauty and personal care market was estimated to hover around 5.28 billion United States dollars by 2026. These figures indicate the importance of the luxury beauty products market, which warrants empirical studies.

The study was done in Zimbabwe, which has a turbulent economy such that the findings could be a contribution to extant literature since most studies on affluent consumer behaviour have been done in economically stable developed countries (e.g. Hadoussa et al., 2023; Reshadi & Givi, 2023; Rosendo-Rios & Shukla, 2023) and in emerging markets such as Brazil, Russia, India, China and South Africa (BRICS) (e.g. Lavuri et al., 2022; Rowens, 2023). These studies are gradually shifting to include sustainability (e.g. Alevizou, 2022) yet marginalized economies are still barren of even basic luxury beauty products research. The case of Zimbabwe is unique, where the inflation average from 1980 (when the country gained its independence from the British) to 2022 was a whopping 672.5% per year (WorldData, 2023). This means there has been a price increase of 707.90 billion dollars from 1980 to 2023. Hence, an item priced at $100 in 1980 would be priced at $707.90 billion in 2023 (WorldData, 2023). An inquisitive researcher would be interested to understand how affluent consumers in such a marginalized economy make their purchase decisions on luxury beauty products and the extent to which these decisions are influenced by brand consciousness and distinctiveness.

The Audience Report (Audience Report, 2020) laid bare the key characteristics of affluent consumers in terms of their lifestyles, attitudinal issues and buying behaviour, be it digital or over-the-counter transactions. Affluent consumers are ambitious and they have an intrinsic motivation to pursue a career. Most importantly, affluent consumers are not price-sensitive (Audience Report, 2020), so they prefer to buy luxury beauty products. Völckner (2008) dissected consumers’ perspective on the role of price, as a signal of social status, hence, high prices of luxury beauty products would be used as a surrogate of prestige and hedonistic benefits. Affluent consumers are brand-oriented (Audience Report, 2020). On average, they are brand conscious. Their brand-conscious index was 1.29, which means they are 29% above the average consumer in terms of being brand-conscious (Audience Report, 2020). The meaning making (Hudders et al., 2013) and buying dynamics of affluent consumers (Al-Issa & Dens, 2023) in different contexts cannot be assumed to be constant (Semaan et al., 2023). Consumer behaviour cannot be expected to be universal (Jaravaza & Saruchera, 2022). However, Al-Issa et al. (2024) present two opposing arguments: the luxury congruity with culture argument as well as the global consumer culture argument. The in-group culture is localised and unique (Dhaliwa et al., 2020). However, Steenkamp (2019) noted the convergence of consumer culture as the world is unified through information technology to a global village. An affluent luxury consumer buying beauty products in an economy with a negatively skewed wealth distribution, widening social inequality, rising inflation and high unemployment may have unique luxury consumption as compared to the affluent consumer in a developed economy or the behaviour can be a replication of affluent consumer behaviour in western markets. The study also seeks to confirm the presence of affluent consumers in turbulent economies basing on Pangarkar & Shukla (2023) assertion that luxury purchase and luxury brands thrive in any market, they are not negatively impacted by worsening macroeconomic and social environment. Hence, the behaviour of affluent consumers in a frontier economy such as Zimbabwe required empirical research to determine its congruence or divergence from the investigated western characteristics.

The study was focused on addressing three major research questions:

1. What is the influence of brand consciousness on affluent consumers’ purchase decisions of luxury beauty products?

2. What is the influence of brand distinctiveness on affluent consumers’ purchase decisions of luxury beauty products?

3. What is the relationship between luxury beauty products’ brand consciousness and the brand distinctiveness of affluent consumers?

The rest of the paper unravels with a theoretical review of self-concept and theory of uniqueness culminating in hypotheses development. This is followed by methodology, results, discussion and conclusion, and finally future research agenda.

2. Theoretical review

2.1. Self-concept and theory of uniqueness

Self-concept and its implications have received considerable attention in the marketing literature. Self-concept can significantly impact consumers’ decision-making and product and brand choices (Chebat et al., 2006). Understanding self-concept is important as it forms the basis of self-congruity theory (Tsaur et al., 2023) which suggests that consumers prefer certain products or brands that are consistent with their self-image and therefore, can enhance their self-image. The rationale behind this connection is based on two important self-concept motives: self-consistency and self-esteem. Foremost, people tend to behave consistently with their view of self, and they tend to choose certain products or brands that provide a sense of comfort and a representation of their self-image. Additionally, people tend to seek experiences that can enhance their self-image. Certain products and brands serve as mirrors, allowing consumers to see positive reflections of them and present the positive side of themselves to others (Aaker, 1997; Chebat et al., 2006).

Having established the self-concept, customers crave a ‘self’, which is moderately unique to others. This was termed the theory of uniqueness by Snyder & Fromkin, (1980). People are social animals who are comfortable when ‘going along’ with others (Schumpe & Erb, 2015). However, humans also have a need for uniqueness. Synder and Fromkin’s uniqueness theory articulates the need for an optimum similarity to others, so people are not comfortable with too much homogeneity as well as too little homogeneity. Hence, a moderate uniqueness produces a desirable emotional state (Schumpe & Erb, 2015). Affluent consumers were noted to desire a lifestyle that is unique to the ordinary man. When their need for uniqueness is lower than the optimum level, the affluent consumer may rectify such a deficiency through the acquisition and use of consumer goods (Abosag et al., 2020; Tian et al., 2001) such as luxury beauty products.

The need to be different from others has been noted in extant literature to be influential in consumer behaviour (Abosag et al., 2020; Chan et al., 2012). Consequently, affluent consumers would then be conscious about the brands they buy. They may avoid acquiring brands that are viewed as ‘common’ (Tian et al., 2001) and go for distinctive luxury brands (Sangjun, 2017) to enhance their self-concept and peculiarity (Abosag et al., 2020). Affluent consumers may also be driven by the need to be similar to referent others in the same class. This is a scenario where a consumer feels to be ‘too different’ from others and the social comparison theory by Festinger indicates that this has a bearing on the need for uniqueness so that it is not out-of-bounds. Consumer behaviour on luxury beauty products can be influenced by the need to balance the similarity-uniqueness continuum with affluent consumers weaponising luxury beauty products acquisition and use to achieve the optimum uniqueness state.

2.2. Hypotheses development

2.2.1. Purchase decision making

Decision-making is painful (Pfister, 2003). It requires effortful processing of available information to reach a suitable judgment. Thus, consumers may rely on inferences to make a choice. Soni (2023) has shown that inferences can affect how people evaluate products. Family members play an important role in the purchase decision process, and this process is taken collectively or individually. We can define purchase decision-making as the process by which (1) consumers identify their needs, (2) collect information, (3) evaluate alternatives, and (4) make the purchase decision (Blackwell et al., 2006). These actions are determined by psychological and economic factors and are influenced by environmental factors such as cultural, group, and social values (Khare, 2023).

2.2.2. The impact of brand consciousness on purchasing decision-making

Brand consciousness is a shopping orientation that is characterized by the degree to which a consumer is oriented toward buying well-known branded products (Sharda & Bhat, 2019, Zhang & Kim, 2013, Jamal & Goode, 2001). In this study, the focus is on brand consciousness as the most important decision-making factor for consumers (Liao & Wang, 2009). Furthermore, brand consciousness is used as a decision-making rule linking consumers to purchasing decision-making. The role of brand consciousness as a decision is especially important in understanding consumers’ brand choices. Some consumers who use name brands may actually know very little about the brands; they may simply buy name brands for material possession or social needs (Liao & Wang, 2009). The willingness to pay a price premium is one of the strongest indicators of a consumer’s overall perceptions and connections toward a brand, and it represents a high level of brand value in the consumer’s mind (Netemeyer et al., 2004). To support the hypothesis, Sarin & Sharma (2023) provided empirical evidence on the significant impact of brand consciousness on buyers’ purchase intention. In luxury fashion apparel, Janpors et al. (2023) noted the direct positive effect of brand consciousness on behavioural intentions.

On the basis of the foregoing arguments, we hypothesize that:

• H1: There is a positive relationship between affluent consumers’ luxury beauty brand consciousness and their purchase decision of luxury beauty products.

2.2.3. The impact of brand distinctiveness on purchasing decision-making

Brand distinctiveness is derived from positioning strategy, (Keller, 1993) which has been neglected in most extant theoretical literature (Zhang et al., 2020). Brand distinctiveness has been defined as positioning a brand ‘with unique features or is advertised to be different’ (Zhang et al., 2020, p.526). These differentiating elements could include, inter alia, colour, brand mantra, gender, logo, sign, symbol, advertising style and music (Zaichkowsky, 2010). Consumers’ need for uniqueness (CNFU) is defined as the trait of pursuing differentness relative to others through the acquisition, utilization, and disposition of consumer goods for the purpose of developing and enhancing one’s self-image and social image (Tian et al., 2001). Although consumers’ need for uniqueness is regarded as an inherited personality trait, it can also vary as a function of situational factors. For example, ‘when consumers are encouraged to explain their decisions and are not concerned about others’ criticism, expression of uniqueness come to the surface and affect choice’ (Simonson & Nowlis, 2000, p. 65) Ruvio et al. (2008) demonstrated the power of consumers’ need for uniqueness in explaining the underlying process regulating the effects of needs for assimilation and differentiation on subjective and objective manifestations of unique consumption behavior. Thus, CNFU can serve an important function in linking consumers’ personal tendencies, such as self-consciousness, to their consumption patterns. The importance of CNFU also lies in its close association with consumers’ self-concept. A consumer uses unique material possessions as a vehicle to distinguish him/her from others and to express his/her improved self and social images without provoking extreme social reactions for deviation (Ruvio et al., 2008; Tian et al., 2001). On the other hand, CNFU has significant impacts on consumers’ attitudes and decision-making (Simonson & Nowlis, 2000). CNFU leads to positive attitudes toward foreign products, which in turn, leads to high perceived quality and high emotional value (Kumar et al., 2009). CNFU also has a positive and direct influence on consumers’ status consumption of prestigious products and brands (Clark et al., 2006). Proposals are such that self-conscious individuals would demonstrate greater levels of uniqueness in choosing particular brands and therefore, would exhibit greater brand consciousness, thus showing greater visibility in consumption. Similarly, consumers with greater consciousness of their gender would show uniqueness through their choice of brands that enhance their gender identity. Jang (2017) noted the significant effect of brand distinctiveness on behavioral intention. This connection between brand distinctiveness and buyer behaviour was also confirmed by Feiz Mohammadi et al. (2014). It was therefore hypothesized that:

• H2: There is a positive relationship between affluent consumers’ luxury beauty brand distinctiveness and their purchase decision of luxury beauty products.

2.2.4. The relationship between brand consciousness and brand distinctiveness

As noted earlier, brand consciousness is a shopping orientation that indicates consumers’ propensity to purchase reputable brand products (Sharda & Bhat, 2019; Zhang & Kim, 2013). Affluent brand-conscious consumers view premium-priced luxury brands as depicting superior quality (Sharda & Bhat, 2019). These luxury brand consumers have a positive perception of luxury, especially those that are well known and well-advertised since they serve as a symbol of the elitist class and are prestigious (Giovanni et al., 2015). Affluent brand-conscious consumers use luxury beauty products to spruce up their self-concept (Black & Veloutsou, 2017) and self-identity (Kennedy & Guzmán, 2016). There is an emotional bond between a luxury beauty product brand and a brand conscious consumer (Veloutsou, 2015). Luxury brand consumers employ premium brands to aid their socialisation into the esteemed elite social class (Sharda & Bhat, 2019).

Brand distinctiveness relates to the inherent inclination of consumers to be different or unique (So et al., 2017). Affluent consumers are expected to value brand distinctiveness to enhance their need for status and prestige. So, a brand conscious affluent consumer value distinctiveness to meet the desire to be the ‘privileged few’ to identify with such a brand (So et al., 2017). Therefore, affluent consumers prefer to be identified with luxury beauty product brands as a result of their brand consciousness and distinctiveness. Hence, we propose:

• H3: There is a positive relationship between affluent consumers’ luxury beauty brand consciousness and distinctiveness.

The research model of the study is illustrated on Figure 1.

Figure 1. Research model of the study.

3. Methods

3.1. Data collection procedure and ethical protocols

The theoretical model was tested using data from a manually distributed questionnaire at the product sales points from five shopping malls situated in five affluent suburbs of Harare, the capital city of Zimbabwe. Research assistants intercepted consenting customers who would have bought a luxury beauty product to complete questionnaires. Respondents were assured that the data was collected for research purposes only and that their anonymity was guaranteed. Respondents were requested to indicate their informed consent to participate in the study and then complete the seven-point likert scale questions by a tick on the relevant answer. In conformance with Zimbabwe’s legal age of majority, consumers were screened and those who were 18 years and above were included in the study. Largely, all consumers who bought a luxury beauty product and met the age specification were included in the study. Although online surveys have become popular among researchers and are believed suitable for this study (de Gregorio & Sung, 2010), the traditional physical questionnaire distribution was used due to sporadic power cuts being experienced in Zimbabwe. This method improved the quality of responses, as respondents would seek clarity and promptly complete the questionnaire. This approach eliminated non-returns of questionnaires. A total of 200 quality respondents completed the survey instrument and the response rate was 100%. Such response rate reflects excellent sampling techniques, ensuring that a sufficient number of respondents with knowledge and experience in luxury products in the affluent market context participated in the study. The clearance of the study ethically was done by the Bindura University of Science Education, which insisted on a separate consent form to be completed by consenting respondents as a prerequisite for questionnaire completion. All these protocols were adhered to assiduously.

3.2. Measures

We worked with established multi-item scales to measure the focal constructs. A questionnaire was designed containing demographic questions (gender, age range, and occupation) and nine items on the three constructs; three items on brand consciousness, three items on brand distinctiveness, and three items on purchase decision making, all on seven-point Likert scale (1 = strongly disagree to 7 = strongly agree). Brand consciousness items were adapted from DDB Needham Life Style Surveys (see Nan & Heo, 2007; Nelson & Mcleod, 2005). Brand distinctiveness items were adapted from Zhou & Nakamoto (2007). Purchase decision-making items were adapted from Völckner (2008).

3.3. Data analysis

Data was analyzed using SPSS Analysis of Moment Structures (AMOS). Structural equation modeling was employed to determine relations among latent variables (Ullman & Bentler, 2012), viz, brand consciousness, brand distinctiveness, and purchase decision. Structural and measurement models were presented.

4. Results

4.1. Sample characteristics

The characteristics of the sample surveyed are presented in Table 1.

Table 1. Demographic profile of respondents.

Variable	Category	N	%
Gender	Female	116	58.0
	Male	84	42.0
Age	20-30	71	35.5
	31-40	43	21.5
	41-50	57	28.5
	51-60	29	14.5
Occupation	Student	53	26.5
	Formally Employed	121	60.5
	Non-Formally Employed	26	13.0

Table 2. Standardized factor loadings of construct items.

	Model fit				AVE	Composite Reliability	Cronbach’s alpha	Shared Variance
	IFI	CFI	RMSEA	CHI-SQ				(1)	(2)	(3)
Brand consciousness (1)	.904	.903	0.058	2.328	0.661	0.854	0.853	1
Brand Distinctiveness (2)					0.758	0.904	0.903	.7056	1
Purchase Decision (3)					0.656	0.848	0.835	.6084	.6341	1

The sample surveyed was dominated by females (58%). Most of the respondents were also in the 20-30 age group (35.5%). Lastly, the majority of the respondents were formally employed (60.5%).

4.2. Validation procedures

The measurement scale validation process was conducted by first establishing the measurement model. The measurement model extracted is presented in Figure 2.

Figure 2. Measurement model of the study.

Table 2 shows standardized loadings for each of the construct items. These factor loadings were all above the threshold of 0.60.

The degree to which the indicated covariance matrix closely resembles the empirical covariance matrix is a measure of the model’s fit (Hair et al., 2019). The results showed that the significance level of the χ² was very high. The presence of a significant χ² indicates that the expected and observed models differ significantly from one another (Hair et al., 2019). The researchers used other indices, such as the Comparative Fit Index (CFI), and Incremental Fit Index (IFI), for evaluating model fit because χ² is easily impacted by bigger sample sizes (Hair et al., 2019). The values for CFI, and IFI were all closer to 1 (Byrne, 2010), indicating a strong fit (see Table 3). Chi-squared degrees of freedom was 2.328 and RMSEA was 0.058 which were all acceptable (Maydeu-Olivares, 2017). Once an adequate fit model was constructed, the study moved on to establishing the psychometric qualities, including construct validity and composite reliability. Average Variance Extracted (AVE) was used to assess convergent validity, and a comparison between a Shared Variance (SV) and AVE was used to assess convergent validity. The statistics are shown on Table 3.

Table 3. Model fit, average variance extracted, shared variance, and composite reliability.

	Model fit				AVE	Composite Reliability	Cronbach’s	Shared Variance
	IFI	CFI	RMSEA	CHI-SQ			alpha	(1)	(2)	(3)
Brand consciousness (1)	.904	.903	0.058	2.328	0.661	0.854	0.853	1
Brand Distinctiveness (2)					0.758	0.904	0.903	.7056	1
Purchase Decision (3)					0.656	0.848	0.835	.6084	.6341	1

Each latent variable’s AVE was above 0.5, indicating sufficient convergent validity for all of the variables. This indicates that there is a significant amount of common variance among the items for each construct (Hair et al., 2019). Using AVE in accordance with the protocols outlined by Fornell & Larcker (1981), discriminant validity was also accessed. The processes involved comparing the AVE of each variable to its variation that was shared by other variables. Each variable’s AVE was significantly higher than the variance it shared with other factors, indicating that the discriminant validity was sufficient.

The composite reliability (CR) and the Cronbach’s alpha (CA) coefficients was used to evaluate the latent variables’ reliability. All of the latent variables’ CR and CA coefficients were higher than the cutoff point of 0.7 proposed by Nunnally & Bernstein (1994) as the bare minimum for a variable to be declared valid. After establishing that the latent variables in this study possess the necessary psychometric qualities required for measuring scale validation, such as construct validity and reliability, the study moved on to the next phase, hypothesis testing.

4.2.1. Common method bias

Having achieved acceptable psychometric properties, the analysis had to procced to the hypotheses testing stage. Since the data for the independent and dependent variables were collected from the same source there was a possibility for common method bias (CMB). CMB was assessed using a Herman one-factor analysis. A Harman one-factor examination is a post hoc analysis that is performed after data collection to determine whether a single factor is responsible for variance in the collected data (Podsakoff et al., 2003). The results indicated that none of the factors explained more than 50% of the variance which suggests that CMB inconsequential.

4.3. Hypotheses testing results

The three hypotheses were tested using Structural Equation Modelling (SEM) and the results are presented in Figure 3 and Table 4.

Figure 3. Structural model.

Table 4. Hypotheses testing.

Hypotheses		B value	T value	P value
H1	Brand consciousness-purchase decision	.46	3.503	0,000
H2	Brand distinctiveness-purchase decision	.39	3.050	.002
H3	Brand consciousness-brand distinction	.84	11.153	0,000

H¹ stated that there is a positive relationship between affluent consumers’ luxury beauty brand consciousness and their purchase decision of luxury beauty products. The results in Table 3 indicated a statistically significant relationship, B = .46, T = 3.503, P < .001. H² stated that there is a positive relationship between affluent consumers’ luxury beauty brand consciousness and their purchase decision of luxury beauty products. The results in Table 3 indicated a statistically significant relationship, B = .39, T = 3.050, P = .002. H³ stated that there is a positive relationship between affluent consumers’ luxury beauty brand consciousness and their purchase decision of luxury beauty products. The results in Table 3 indicated a statistically significant relationship, B = .84, T = 11.153, P < .001.

5. Discussion

The purpose of this research was to establish the extent to which brand consciousness and brand differentiation play a part in influencing affluent consumer purchase decisions. Furthermore, the study sought to establish the inter-relationship between affluent consumers’ brand consciousness and brand distinctiveness of luxury beauty products brands in Zimbabwe.

On H1, the study provided empirical evidence on the positive link between affluent consumers’ inclination to purchase luxury beauty product brands. As earlier noted in previous studies, affluent consumers are brand conscious (Giovannini et al., 2015) and these considerations positively relate to their intention to purchase superior quality brands (Oliveira et al., 2023).). Workman & Seung-Hee Lee (2013) noted that affluent consumers’ brand consciousness for vanity purposes, which in turn influence their buying decisions. Sharda & Bhat (2019) also established the influence of brand consciousness on consumer attitudes toward luxury brands and purchase intention.

The second hypothesis sought to determine whether affluent consumers’ brand distinctiveness had a significant positive relationship with luxury beauty products’ purchase intention. This hypothesis was supported as well. Suffice it to confirm that even in luxury beauty brands the theory of uniqueness applies. Affluent consumers’ desire for differentness was noted to influence the attractiveness of the brand to consumers (So, et al.2017) which ultimately would convince consumers to buy the product. A luxury brand that gives consumer uniqueness reinforces the social identity theory as consumers crave to be peculiar in social contexts (Lau et al., 2023) and their purchase intention is heightened. Simonson & Nowlis (2000) noted the positive link between consumer need for uniqueness and consumer decision making, of which the purchase decision is the ultimate decision.

The third hypothesis, which was a tentative link between the two brand psychological constructs, was confirmed as the findings revealed a symbiotic connection between brand consciousness and brand distinctiveness. These findings concretised that affluent consumers’ pay explicit attention to a brand to enhance their self-concept (Giovannini et al., 2015) and both brand consciousness and distinctiveness is a pre-requisite for consumer attraction to a luxury brand. A brand conscious consumer would purchase elitist brands which more often are exclusive to such affluent consumers and therefore distinct (So et al., 2017).

The findings of this study reinforce the universality of affluent consumer luxury brand purchase behaviour. The Audience Report (2020) articulated the purchase behaviour of affluent consumers, especially the need to be different from the ‘mudding crowd’. This characteristic was confirmed as well in affluent consumers in pre-emerging markets such as Zimbabwe. These findings might signal a tip of the iceberg on consumer cosmopolitanism especially of affluent consumers (see, Chytkova & Kjeldgaard, 2023) in pre-emerging markets. The wealthy class in Zimbabwe were noted to be particular about the luxury beauty product brand they wanted to be associated with, hence, confirming their exceptional brand consciousness. This means that affluent Zimbabwean consumers tend to be conscious of unique brands as a means to highlight their individuality. The consciousness of their inner selves and their gendered selves provide the motivation for such selections.

6. Conclusions: theoretical and practical implications

The study provides interesting luxury beauty products purchase behaviour of affluent consumers in a turbulent Sub-Saharan economy. This was a boon, given the lack of interest by scholars to research in emerging markets (Burgess, 2020). Recently, Al-Issa et al. (2024) bemoaned the dearth in literature on luxury purchase behaviour in non-western and developing economies. The Zimbabwean economy and its affluent consumers, as a luxury beauty products market, shares common characteristics with other turbulent and low income economies. Our findings provide insights for both marketing scholars and practitioners. At the theoretical level, the study demonstrates that brand consciousness and brand distinctiveness are two related but different concepts, and they can impact consumers’ purchase decision-making. The study also enriches the literature on consumers’ need for uniqueness in pre-emerging markets. The theory of uniqueness (Snyder & Fromkin, 1980) and the consumer’s need for uniqueness were confirmed to manifest in affluent consumers situated in developing economies. It follows that even in low income countries, there is a market for luxury beauty products ear-marked for affluent consumers (Pangarkar & Shukla, 2023). These products must have unique selling propositions which pronounce their uniqueness. Affluent consumers of luxury beauty products are sensitive to brand distinctiveness, it is prudent for brand managers to devise and promote unique selling propositions of their products. Creativity in terms of brand mantras and positioning are supposed to be the hallmark of brand managers’ modus operandi.

Elite consumers in developing economies aim to be conspicuous (Marticotte & Arcand, 2017; Shaikh & Gummerum, 2022) in luxury beauty products consumption presumably in the bandwagon of western affluent consumption. It is incumbent on brand managers to invest resources to evoke consumers’ awareness about themselves and their brand. Furthermore, brand managers may design promotion campaigns focusing on self-expression to connect consumers with brands. Affluent consumers in a developing economy such as Zimbabwe are akin to Western affluent consumers in terms of purchase behaviour, and this implies that Western brand promotions can be adapted and bench-marked in these markets. Luxury beauty products brand managers may craft promotional campaigns highlighting the uniqueness of brands; managers can activate consumers’ self-concept. Brand consciousness is a strong driver for Zimbabwean consumers’ brand perception and choices. Consumers’ willingness to pay a price premium is one of the ultimate indicators of brand equity (Netemeyer et al., 2004) emanating from brand consciousness and distinctiveness.

7. Limitations and future research directions

The study has been limited to only 200 respondents. Moreso, the study did not control for gender, age and any other covariates in terms of confounding effects. Hence, future research could test for any confounding effects as well as broadening the survey to be cross cultural. The study could have provided more insights if it was cross-cultural covering Southern African countries. Thus, future research can expand the study to other countries in Sub-Saharan Africa. The conceptual model of the study was tested in the context of cosmetics, yet a more detailed analysis of the types of cosmetics was not done. To enhance precise predictability of consumer behaviour, future studies should investigate other luxury brand settings, such as shoes, apparel, cars,watches, handy bags and so on. As marketers are increasingly interested in targeting global youth, a cross-cultural study that compares consumers from a collective society and those from an individualistic society might provide more insight into consumers’ self-concepts, brand consumption behaviour and cosmopolitanism of affluent consumers. Furthermore, to provide a broader view and better prediction, future research could examine other variables, such as human values, social axioms, self-efficacy, conspicuous consumption, materialism, as psychological constructs which impacts the formation of consumers’ brand perceptions. Further studies may also focus on sustainability practices and attitudes of affluent consumers in pre-emerging markets. Despite these limitations, the findings of the present research highlight the role of brand consciousness and brand distinctiveness that may help generate a stream of research on consumers’ multiple consciousness.

Disclosure statement

All authors did not have any conflicting interest in the study.

Additional information

Funding

There was no funding for the study.

Notes on contributors

Divaries Cosmas Jaravaza

Divaries Cosmas Jaravaza has a PhD from Witwatersrand Business School, South Africa. He has vast experience in university teaching and business training, pedagogics of business education and external examining in marketing and business administration courses. His research interests are in transformative consumer research in pre-emerging markets, social, healthcare and sustainability, consumer behavior, entrepreneurship, branding and accounting. He is open to collaborations for the advancement of business and marketing science especially in cross-cultural studies.

Tobias Moyo

Tobias Moyo and Paul Mukucha are marketing professionals at Bindura University of Science Education with research interests in transformative consumer research in pre-emerging markets, social, healthcare and sustainability, consumer behaviour, entrepreneurship, branding and accounting.