Abstract
The dynamic competitive environment has changed the way the businesses were run in the past. The increased awareness of the customers along with increase in the number of options available to them has completely revolutionized the marketing task. In the current scenario a greater need is felt for long term relationships with the customers so as to enjoy repeat sales. The business organizations these days are laying focus on enhancing the brand loyalty among the consumers to reap the benefits of repeat sales. The present study, therefore, is an endeavor to investigate the factors that affect brand loyalty in the footwear industry. Simultaneously an attempt has been made to identify the most sought after brand in the footwear industry. A sample of 100 respondents was selected from the Ludhiana region. Statistical techniques of correlation and multivariable regression were used. The results depicted that out of the total fourteen identified factors, twelve factors had significant relationship with brand loyalty. Proper pricing techniques and customer satisfaction were the dominant variables in affecting brand loyalty towards a footwear brand.
Highlights
The advent of new technology and new modes of communication along with modern lifestyle fueled by increased incomes have resulted in the awareness of the customers in all the industries
The hypothesis that there is no relationship between Brand Loyalty and Trendy & Fashionable designs of the brand is accepted
The hypothesis that there is no relationship between Brand Loyalty and availability of brand in various sizes and color is rejected
Summary
The advent of new technology and new modes of communication along with modern lifestyle fueled by increased incomes have resulted in the awareness of the customers in all the industries. In the current scenario a greater need is felt for long term relationships with the customers so as to enjoy repeat sales. The business organizations these days are laying focus on enhancing the brand loyalty among the consumers. Brand loyalty has emerged as an important area for the marketers to ensure the long term survival of the business organization. The managers these days have the responsibility of framing long term strategies to promote brand loyalty among the customer
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