Introduction The customer who re-purchases the product which is manufacturer manufactured the specific product that is available in the market offer by different companies. That is called brand loyalty. It is called brand loyalty which customer purchase consistently specific brand from the different other brands available in the market. According to the Carman (1970) opinion the most important thing of product loyalty is retail loyalty. When customer have enough choice about different brand under one roof this will bound him to switch to other brands which are available in the market.
Implications of the Study Brand loyalty is an important concept which is eagerly noticed by manufacturers, marketers, and buyers. Since, brand loyalty indicates the close associations between the product and the users, it is essential to study the brand loyalty. Packaged food market is highly competitive which has enormous number of varieties. Hence, it is indispensable to study brand loyalty of consumer packaged food category. Though these types of studies customer brand desires can be identified.
Satisfaction is recognized as an important element for loyalty in both the consumers and business marketing. Satisfaction with previous purchase experiences plays an important role in determining the future purchase behaviors particularly call as an effort-minimization strategy (Jones and Suh, 2000: Pritchard et al, 1999). Oliver (1999) has developed the definition of brand loyalty as “a deeply held commitment to re-purchase or re-patronize a preferred product or service consistently in the future and
Product, service and branding attributes are important when it comes to making a purchase related decision. Some important elements are: a. Brand name awareness b. Brand reputation c. Brand purchase loyalty Much greater emphasis should be on selling organization, credibility rather that on individual brands and related features. How much is the brand name, product appearance, price and market distribution is important must be recognized with respect to each type of customer.
CHAPTER – III CONCEPTUAL FRAMEWORK OF THE STUDY 3.1 Introduction Brand loyalty implies that consumer have a good attitude towards a particular brand over other competing brands. Brand loyal consumers may be willing to pay more for a brand because they perceive some unique value in the brand that no alternative can provide (Oliver1993) . Brand loyalty, long a central construct in marketing, is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to another brand, especially when that brand makes a changes, either in price or in product features. As brand loyalty increase, the vulnerability of the customer base to competitive action is reduced.
The goal of working strategically with brand image is to ensure that consumers hold strong and favorable associations of the brand in their minds the brand image typically consists of multiple concepts, perception, because the brand is perceived cognition, because that brand is cognitively evaluated; and finally attitude, because consumers after perceiving and evaluating what they perceive form attitudes about the brand. 3.2.8 Brand Loyalty Achieving a high degree of loyalty is an important goal in the branding process. Loyal consumers are valuable consumers because it is much more expensive to recruit new customers than nursing and keeping existing ones. Brands are important vehicles when building consumer loyalty as they provide recognizable fix points in the shopping
The brand has been shaped over the years such as a differentiating core component of a product, service or company among its competitors with its corresponding design, structure, management, and marketing for stakeholders (Aaker, 1991; Heding, Knudtzen, and Bjerre, 2009). According to the American Marketing Association (AMA, 2017), the brand is “customer experience represented by…name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers”. The power of a brand must not only be assumed to be an enduring intangible asset and a uniqueness symbol of the product but also because of its ability to generate consumers’ reputation, acceptance, preference, credibility, and familiarity
The second approach in the marketing literature is cognitive approach to brand loyalty. In which, behaviour solely does not reflect brand loyalty and can’t be measured by just its repetitive buying habit. A slight change in price might direct the customer into another product or service (Assael 1992, Samuelsen 1997). Brand loyalty has the power to impact on customer decision to purchase the same product or service and decline to change to competitors’ brand (Yoo,
Long-term perspective This leads onto another important factor in brand-building: the need to invest in the brand over the long-term. Building customer awareness, communicating the brand’s message and creating customer loyalty takes time. This means that management must “invest” in a brand, perhaps at the expense of short-term profitability. 1.12.7. Internal marketing Finally, management should ensure that the brand is marketed “internally” as well as externally.
(Dekimpe, 1996) Most of the research workers, correct brand loyalty requires concurrently some sort of repetitive buying actions plus an optimistic perspective on the brand. Far more total, this method generally seems to bring about a better detection with the antecedents regarding brand loyalty High of the investigation scientific tests with loyalty inside the 1970’s have taken one more inclination to help measure the brand loyalty occurrence wanting to operationalize brand loyalty via consumers ‘attitudes Some sort of simultaneous integration of getting actions as well as perspective inside the rating regarding loyalty allows receiving much better predictors. (Bisschoff,