Please use this identifier to cite or link to this item: http://hdl.handle.net/10603/170938
Title: Factors Influencing the customers brand loyalty towards bath soap in chennai
Researcher: S DHANALAKSMI
Guide(s): M. GANESAN
Keywords: 
University: Bharath University
Completed Date: 2017
Abstract: quotThe success of a firm depends largely on its capability to attract consumers towards its brands. In particular, it is critical for the survival of a company to retain its current customers and to make them loyal to the brand. To a large extent, the success of most businesses depends on their ability to create and maintain customer loyalty. In the first place, selling to brand loyal customers is far less costly than converting new customers. newlineIn general, brand loyalty can be defined as the strength of preference for a brand compared to other similar product or service options. It is often measured in terms of repeat purchase behaviour whether price sensitivity is more. Brand loyalty as a consumers decision, expressed through intention or behavior to repurchase a brand on a regular basis. Today, the importance of marketing managers knowing how to influence customer loyalty is constantly improved. With competition increasing day by day, customer maintenance and growth has become the first goal of many companies and loyal customers can be considered as a key to success in many manufacturing or service businesses. It is also necessary for companies to be able to identify different kinds of loyalty. In this study, brand loyalty was measured for the product of bath soap. It is a product for many people and the lathering up can be a treasured part of a morning or newlinenightly routine. It is a common high sales volume FMCG product in India. newlinequot newline newline
Pagination: 
URI: http://hdl.handle.net/10603/170938
Appears in Departments:School of Management Studies

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