Factors that contribute towards brand loyalty

Abstract

Brand is a distinguishing name or a symbol (logo, packaging, and trademark) that identifies the goods or services, and that serves to differentiate those goods and services from those of their competitors. A measure of the degree to which a buyer recognizes, prefers and insists upon a particular brand is brand loyalty. Brand loyalty results from continued satisfaction with a product considered important and gives products with little thought rise to repeat purchases of but with high-involvement. There are a lot of brands in the market, each of them have different brand loyalties. The need of this project is created to identify the factors that have a contributing role towards brand loyalty In the light of previous researches various hypothesis are developed and questionnaire has been constructed on the basis of these hypotheses to check the variables like value, image, good services of the product, and the brand itself in relation to the development of the behavior of brand loyalty. The paper will try to find out different variables that help in building a brand loyalty and to find out find out Main factors that cause consumer to stick with the brand, Relationship among those factors and Do people consider factors like price, quality image country of the origin, while purchasing.