Brand Loyalty In Hotels

BRAND LOYALTY OF FEMALE GRADUATES TOWARDS BATHING SOAPS: AN EXPLORATORY STUDY

In partial fulfillment for the requirement of the

Masters in Business Administration

SUBMITTED BY,

BINOY BALARAM

PROJECT GUIDE

DR. KAVITA KHANNA

DECLARATION

I do hereby declare that this project work entitled “BRAND LOYALTY OF FEMALE GRADUATES TOWARDS BATHING SOAPS: AN EXPLORATORY STUDY” submitted by me for the partial fulfillment of the requirement of the award of MBA in hospitality management is a record of my own research work. I certify that the project is my work and has not been submitted earlier for the award of any degree or diploma to any institute or university.

Place:

Brand loyalty is defined as keeping preferable to a specific product or service (BNET Business Dictionary). Aaker and Keller,1990 believe that loyalty is closely associated with various factors,one of the main ones being the experience of use. Customers may be loyal owing to high switching barriers related to technical, economical or psychological factors, which make it costly or difficult for the customer to change. In another point of view, customers may also be loyal because they are satisfied with the brand, and

There are many unfamiliar brand names and alternatives available in the market place. Consumers may prefer to trust major famous brand names. These prestigious brand names and their images attract consumers to purchase the brand and bring about repeat purchasing behavior and reduce price related switching behaviors (Cadogan and Foster, 2000). Furthermore, brand personality provides links to the brand’s emotional and self-expressive benefits for differentiation. This is important for brands, which have only minor physical differences and consumed in a social setting where the brand can create a visible image about the consumer itself. According to Kohli and Thakor (1997), brand name is the creation of an image or the development of a brand identity and is an expensive and time consuming process. The development of a brand name is an essential part of the process since the name is the basis of a brand’s image. Brand name is important for the firm to attract customers to purchase the product and influence repeat purchasing behavior. Consumers tend to perceive the products from an overall perspective, associating with the brand name all the attributes and satisfaction experienced by the purchase and use of the