Marketing, Management 

Cosmetics or beauty products are one of the most important needs for people
who are concerned with their physical appearance. The vast majority of work in this
area has focused on consumers who are willing to buy organic cosmetic products. The
market is broken down into types, categories, and distribution channels. The market is
divided into two types: personal care products and cosmetics products. Sample
personal care products are hair care products, skincare products, bath and shower
products, oral care products, men's grooming products, and deodorants and
antiperspirants.
The study was quantitative and used a descriptive method in determining the
level of preference for organic beauty products and customer retention. It used the
correlational method to determine if there was a significant relationship between the
preferences of the respondents and the types of organic beauty products and their
level of customer retention, as well as identify if there was a significant difference in
customer retention for organic beauty products when grouped according to their socio-
demographic profile. The primary data was obtained from millennials, and the
secondary sources were gathered from the internet, research studies, and unpublished
theses. A total of 393 millennials from Molino 3, Bacoor City, Cavite were the study's
respondents: 234 were females and 159 were males. The study used a survey
questionnaire as a research instrument and utilized purposive and stratified sampling.
The statistical tools used were percentage, weighted mean, Likert scale, Spearman’s
rank correlation coefficient, T-test for independent samples, and One-way ANOVA
test.
Results showed that most millennial respondents were females (59.50%), with
an average income ranging from ₱10,001–20,000. Millennials mostly prefer haircare,
followed by skincare, toiletries, and color cosmetics. There was a high level of
customer retention found in brand trust and a moderate level for the price. Results also
showed a significant relationship between the preferences of the respondents with the
types of organic beauty products and the level of customer retention. However, there
was no significant difference found in customer retention when grouped according to
their socio-demographic profile.
The researchers recommend that brand owners capitalize on the purchasing
power of women and lower-middle-class millennials to maximize sales of organic
beauty products. In terms of price, the researchers recommend that organic brand
owners can look for affordable organic beauty products by finding a product that has
cheaper packaging by buying from trusted local than foreign manufacturers. Regarding
brand trust, the researchers recommend that organic brand owners create a
department that is focused on answering all inquiries of a customer related to organic
beauty products. For future researchers, the researchers recommend executing a
study about gender differences in customer retention for organic beauty products
where it will include the LGBTQ+ community and possibly other generations. 

xiv, 79p., cm. 

Includes references and appendices.

ALANO, CATHERINE JOY P., GARCIA, CHRISTIAN DAVE R., VALE, ESTEPHANY
R. Customer Retention and Preferences for Organic Beauty Products among
Millennials. Undergraduate Thesis. Bachelor of Science in Business Management
major in Marketing Management. Cavite State University – Bacoor City Campus, City
of Bacoor, Cavite. January 2023. Adviser: Ms. Maria Lourdez D. Lamanilao.