Impact Study on Brand Personality on Consumers' Loyalty towards Dairy Goods

Abstract

Brand loyalty means people stick with certain brands over time. True brand loyalty means someone sticks with a brand even if other options are available or it's not the most convenient choice. We explore how brand loyalty influences consumer behavior and organizational success, recognizing loyal customers as crucial brand advocates. Leveraging insights from previous studies, we aim to understand the relationship between brand personality and brand loyalty, particularly focusing on AMUL milk products consumers in Coimbatore. Through in-person interviews and a carefully designed questionnaire, we collected data to analyze using multiple linear regression analysis. Our findings highlight the significant impact of brand personality traits such as being down-to-earth, responsible, active, innovative, bold, and simple on brand loyalty among AMUL consumers. These insights provide valuable guidance for marketers in developing strategies to enhance brand loyalty and gain a competitive edge in the market. By emphasizing these key personality traits in advertising efforts, companies like AMUL can cultivate lasting relationships with consumers and drive brand loyalty, ultimately contributing to sustained success in the marketplace.