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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FACTORS AFFECTING BRAND LOYALTY AMONG CONSUMERS FOR TOILETRIES PRODUCTS

    2 Author(s):  PAWAN KUMAR, PROF. MAHABIR NARWAL

Vol -  8, Issue- 7 ,         Page(s) : 259 - 268  (2017 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

Abstract Brand loyalty is the preference of a consumer to buy a particular brand in a specific product category. It occurs because of the perception the consumer has that the brand offers the right product features at the reasonable price. This perception of the consumer becomes the basis for a new buying habit. Basically, in the beginning the consumers will make a trial purchase of the brand and then after being satisfied with the product, they become habitual and continue purchasing the same brand since it is safe and familiar. The presence of Brand loyalty exists when consumers have a relatively high positive attitude for the brand exhibited through purchase behavior. Such kind of loyalty can be precious assets for the firm. Consumers are also willing to pay higher prices. There are so many factors paper an attempt has been made to analyze the factors affecting brand loyalty among consumers for which affect the consumers to purchase a particular brand even sometime at higher price. In the present toiletries product in Haryana.

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