English

Abstract

Brand loyalty is the consumer’s emotionally charged decision to purchase a specific brand again and again. Today, The Madurai Jewellery Industry in Tamilnadu is one of the fastest growing sectors in the country. The inherent attractiveness of the segment is luring more and more investors from other district and other states, as is clearly indicated by the opening of a number of Jewellery retail outlets by major corporate houses in the past decade. Now, Brand loyalty is receiving a great deal of attention in Jewellery retail Industry. However, to build long-term customer loyalty, price, quality, Retail layout, designs, Promotions and customized personal service are very much needed. The present study is taken up with an objective to study the effect of modern retail formats on traditional retail formats in Madurai district and to determine factors influencing brand loyalty in Jewellery retail Industry in Madurai district. The primary data was gathered through a five point Likert scale questionnaire from 200 Jewellery retailers across Madurai district. The sample size was determined based on the sample standard deviation. Correlation analysis, Anova, was carried out to find out the relationship between dependent and independent variables. The major findings in the light of the objectives of this study were that most of the jewellery retailers need to have attractive window displays, proper stores layout, appealing visual merchandising schemes to attract present and potential customers into the outlet.