IMPACT OF BRAND LOYALTY ON CONSUMERS' BUYING BEHAVIOUR IN THE DAIRY PRODUCTS MARKET

Abstract

Purpose

The purpose of the study is to identify the brand loyalty factors that influences buying behaviour of consumers towards dairy products, to understand the relationship between brand loyalty and consumer buying behaviour.

Methodology

A sample size of 604 respondents from the Gujarat & other states were  selected for the ongoing study in order to participate in the evaluation process using SPSS. But in order to use a Google form for the survey, a random sampling was carried out using social media networks with members spread throughout India.

Findings 

The role of cultural and regional influences on brand loyalty is covered in the literature review. In order to provide a quantifiable representation of their opinions, respondents were asked to assess their settlement on a Likert scale.

Research limitations

The research is limited to only quantitative analysis, perhaps no qualitive analysis has been conducted in the paper. According to the research, satisfied clients are more devoted to a given brand than are potential new clients.

Originality

Businesses tailor their strategies to resonate with consumers' cultural sensibilities by understanding how these cultural factors relate to brand loyalty. Even though there may have been a lot of research done in the past on how consumers purchase dairy products, there are still some elements that are missing, and marketers are still working to figure out what these missing elements are.