International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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CUSTOMERSATISFACTION AND BRAND LOYALTY AMONG CONSUMERSFOR BRANDS OF ELECTRONIC DURABLES: A STUDY OF RURAL AREAS OF DOABA REGION

    1 Author(s):  AMIT DUTT . DR. R.S. ARORA

Vol -  7, Issue- 2 ,         Page(s) : 93 - 104  (2016 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

Maintaining and improving customer base is one of the basic areas for the marketers to look after. Enhancing brand loyalty provides an effective solution in this regard and more importantly in the segments where the level of competition is very severe like the electronic durables segment. Customer Satisfaction is an important antecedent of brand loyalty. This paper aims to find out the levels of customer satisfaction and brand loyalty among the customers of electronic durables in the rural areas of Doaba region. Three electronic durables have been considered in the study which are TV, Refrigerator and Washing Machine. The study highlights that as far as the brands of electronic durables are concerned the customers in the rural areas of Doaba region are well satisfied with them and exhibit a high degree of brand loyalty towards them.

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