Brand Loyalty – A Study with Special Reference to Coca Cola in Rural Areas

Abstract

Objectives: Brand loyalty is essential to every organization to make the customers/consumers stick to the products. It helps the organization to improve the productivity and also to retain the customers. Retaining the customers with them is more important than finding the new customers. The researchers have made an attempt to study the factors influencing brand loyalty. Method/Analysis: By applying structured questionnaire, primary data were collected from 114 respondents. The statistical tools such as Chi square test, one-way ANOVA and regression analysis were administered for analysis. The study factors such as Demographic variables, Brand Awareness, Brand Image, and Perceived Quality that influences Brand loyalty. Findings: There is an association between the demographic factors viz., age, gender, marital status, family type, educational qualification. There is no association between the occupation of the respondents, since the null hypothesis is gross annual income of the respondents and preferences were accepted. The researcher found that the brand loyalty do not vary with the demographic factors namely gender, family type, gross annual income brand preferences. The brand loyalty varies with the age, marital status, educational qualification and occupation of the respondents. The results show that there is a high degree of correlation between the study variables and the brand loyalty. It is found that the predictor variables viz., Brand awareness, Brand image and perceived quality are statistically significant determinants towards Brand loyalty. Applications/Improvements: The present study focuses those important factors which are influencing brand loyalty. Based on the significance, the organization has to give much priority to retain and improve their brand loyalty.