A Study on Store Brand Loyalty of Apparels in India

Abstract

The objective of the study is to investigate the aspects of the Indian garment industry that have a role in the formation of brand loyalty. The purpose of this research is to investigate the factors that impact customer loyalty to a particular brand in retail settings. The five factors that determine a customer's commitment to a brand are as follows: price, product quality, assortments, customer service, and offers. There is a considerable correlation between excellent product quality and loyal customer following of a brand. The creation of aggressive marketing initiatives is strongly encouraged among marketers as a means of increasing customer satisfaction and fostering brand loyalty. A descriptive quantitative methodology was used in the gathering of data from respondents via the use of a questionnaire that was self-administered. According to the results of the research, there is a significant connection between aspects of brand loyalty and the level of consumer happiness in Indian retailers. The research revealed a broad variety of significant positive links between many aspects of a brand, including brand trust, brand awareness, brand image, and brand loyalty. In addition, the influence of brand loyalty on confidence in the brand was significantly mitigated by brand commitment. It is essential for the management of clothing brands to cultivate levels of brand recognition, brand image, brand trust, and brand commitment. There is a good chance that the data obtained from the target sample do not adequately reflect the garment industry as a whole and that these results cannot be generalised to the whole population of India. Doing so will help strengthen customer devotion to a particular brand, which in turn will contribute to the longevity of garment manufacturing businesses in India. In the last section of the paper, a focus is placed on the manner in which multi-brand apparel stores might put these concepts into action in order to improve customer service, attract a greater number of customers, and establish brand equity.