Tourism in Mahabalipuram

Marketing Research – Interim Report

What drives brand loyalty in consumer durables?

Section 4 – Group 1

1. INTRODUCTION

The greatest asset for any brand would be the brand loyalty it receives from its consumer. Brand loyalty acts as a key factor for repetitive purchases by a consumer. A business thrives based on the impact it makes on its consumers and its ability to serve the needs of the customer even before the consumer identifies it. Brand loyalty acts as a measure of this impact. In this research, we analyse the factors that drives brand loyalty in consumer durables (i.e.) goods that last for more than a year and does not require frequent repurchase. While brand loyalty is often measured in FMCG, it is a challenge to hold the interests of a consumer for a prolonged period of time. As the saying goes, long-lived interests are hard to kindle, harder to satisfy and hardest to sustain. This research study attempts to explore brand loyalty and its key driving dynamics namely brand trust, price consciousness, genetic influence on brand selection, consumer satisfaction, consumer perceived value, repetitive patterns in consumer behaviour to brand loyalty.

2. QUALITATIVE RESEARCH

Two quantitative research methodologies had been used in this research to understand the consumer mind-set about the role of brand loyalty in consumer preference.

i. Focus Group

ii. In depth Interview

While the focus group was more of a brainstorming session that unleashed the factors for brand preference, the in- depth interview was more revealing in terms of personal choice and preference and the insight associated with personal choices.

The findings from the qualitative research have led to the following dependant and independent variables:

Dependant Variable:

* Brand Loyalty

Independent Variables:

* Brand Image

* Product Quality

* Price Consciousness

* Consumer Satisfaction based on usage

* Service Offerings

* Presence of...