A STUDY ON BRAND PREFERENCE AND CUSTOMER LOYALTY TOWARDS HOME APPLIANCES IN DHARMAPURI DISTRICT
DOI:
https://doi.org/10.29121/shodhkosh.v5.i1.2024.5158Keywords:
Brand Preference, Customer Loyalty, Home Appliances, Consumer Behavior, Dharmapuri District, Brand Awareness, Customer Satisfaction, After-SalesAbstract [English]
In today’s highly competitive market, brand preference and customer loyalty are crucial for the success of home appliance products. Consumers in this segment are presented with a wide array of brands and models, each offering distinct features and price points. Their purchasing decisions are shaped by factors such as product quality, price, durability, brand reputation, and after-sales service. This study investigates brand preferences and evaluates customer loyalty towards home appliances in Dharmapuri District. Using a structured questionnaire, primary data was collected from 250 respondents across the district. The results show that while brand awareness is widespread, consumers’ preferences are primarily influenced by product quality and reliable service. Customer loyalty is closely linked to satisfaction, value for money, and consistent brand performance. The insights from this research can help marketers and manufacturers develop strategies to boost brand engagement and foster long-term loyalty in semi-urban markets.
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Copyright (c) 2024 Dr. G. Prabakaran, C. Sudhahar
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