| Autor: |
R. Mathangi Sri, C. Anandan, Medapatti Satish |
| Rok vydání: |
2006 |
| Předmět: |
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| Zdroj: |
Asia Pacific Business Review. 2:37-44 |
| ISSN: |
0973-2470 |
| DOI: |
10.1177/097324700600200205 |
| Popis: |
This research paper is studying whether the concept of multi-brand loyalty has taken birth in the developing countries like India with a wide spectrum of brands now available across product categories to the consumers. A range of published works since 1979 is reviewed and a descriptive research study is carried out among the consumers by taking the products that both genders use in a ‘normal day’ life. A sample size of 178 customers is involved in the research. The scope of this research is to know the developing countries’ consumer psyche with respect to brand loyalty and the behavioural pattern exhibited with across product categories. The key findings are: Loyalty does not differ with respect to market shares of a brand. Multi-brand loyalty has not played any significant role in the developing market. It is hard to influence loyalty by promotions or offers. Also this paper addresses the issues like the impact of demographical variables on loyalty under the circumstances of multi branding. Also the various FMCG product categories are researched for the loyalty aspect (morning till evening used product categories) by making use of preference behaviour model. The breadth of the coverage on the product categories is the strength of the article. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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