Abstract

This article seeks to contribute to a better knowledge of sensitivity of consumers to brands. The results of the survey carried out with 361 women aged fifteen and above on the beauty lotions market in the towns of Douala, Yaounde, Ngaoundere and Bafoussam validate the fact that enduring involvement, perceived differences and perceived risks in a category of products influence sensitivity to brands. The study also confirms that perceived differences between brands are the most explanatory variable of sensitivity to brands. Finally, this paper proposes a model of sensitivity to brands of Cameroonian consumers. To succeed in Cameroun, body lotion enterprises should make visible the characteristics/advantages of their brand and act on interpersonal communications. The strengthening of the brand strategy is an action lever strongly recommended to these enterprises.

Key words: Sensitivity to brands, consumer behaviour, brands, perceived risk, perceived differences between the brands, enduring involvement.