What Is Brand Loyalty In Consumer Behaviour

India recently has topped the charts of countries with highest mobile users in the world. This position has remarkable effect on mobile phone sellers in the world that are trying to enter Indian market to sell their mobile handsets to Indian users. With growing world of smart phones, every day new features are introduced in mobile handsets to outshine the competitors. Today’s mobile handsets have defeated the very purpose of only speaking and listening on the phone in olden days. Now mobile phones are miniature globe that people are carrying in their pockets. With a flood of brands growing day by day it has become important for customers not to follow every brand but to stay loyal with one to be safeguarded against exploitation. Through this

Limitations of the Study

• The data is collected from Jalandhar Region only.

• The questionnaire is collected from various degree college students to study brand loyalty in their minds

• The respondents are of age group 18-25 years

• Price ceiling is kept open for mobile buyers

Concept of Brand Loyalty

Brand loyalty is a term used to describe the tendency that customers have to stick with the products or services bearing brand names they mostly know and trust. When consumers become committed to your brand and make repeat purchases over time. Brand loyalty is a result of consumer behavior and is affected by a person 's preferences. Loyal customers will consistently purchase products from their preferred brands, regardless of convenience or price. Companies will often use different marketing strategies to cultivate loyal customers, be it is through loyalty programs (i.e. rewards programs) or trials and incentives (ex. samples and free gifts)

FACTORS AFFECTING BRAND LOYALTY

Following are some of the factors affecting brand

Image of the company: The image of the company or particular brand in market definitely influences the buying decision of buyer. It is usually observed that buyer is always ready to buy branded products as a preference over others. It is because that brand has instilled trust and confidence in buyers’ mind may be because of unique differentiation in products or quality.

2. Price of the product: price is the other consideration for deciding brand loyalty. If prices of branded products are within pocket reach of customer, he will stick to it. Though elite class people put the brand image first barring price ceiling since it is affordable to their pockets.

3. Marketing of product: The brand loyalty is decided by the degree of promotion of the product in market. If it is well promoted and has positioned the product into the dominant market share, it is preferred by people to buy these products first. Whereas a less known product is put under eye of reluctance at first before buying.

4. Degree of Differentiation: The survival of the brand is only at the mercy of innovation of the existing product. It is because of flood of similar products in market. It requires some unique features to be added to products to lead the crowd. To put the customer in position to buy your brand only, companies have to pull up their socks and bring out the best amongst equals in their