Abstract
Brand loyalty is refers to positive feeling towards the brand and the continuous purchase of particular brand products..It various from place to place depending on quality, reliability, service, durability etc. The main objectives of this study is to study the factors influencing brand impact of milk among rural and urban consumers and to analyse the problems faced by rural and urban consumers in the usage of different brands of milk and to find out the reasons for switchover from one brand to other brand of milk. Descriptive research is used with convenient sampling method, in this study. The research was conducted in Chennai with 1450 respondents .Primary data is collected through questionnaire schedule and secondary data was selected from journals. The research found that brand loyalty have a positive association among the people. The study concludes that impact of brand loyalty among people on packaged milk products differs from person to person.
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