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Brand Loyalty
oyalty and the Perception
erception of Indian Buyers
Megha Dua
Asst Professor
rofessor, Department of Economics, SD College,
Hoshiarpur, Punjab, India
ABSTRACT
Customer loyalty often termed as brand loyalty is a responses may vary from emotional ,mental to
way by which businesses run. Keeping the customer behavioural.
happy should be of the main concern for a business.
Indian consumers are known for their loyalty. The concept of consumer:: To understand the concept
Retaining the consumer in is more profitable then of consumer one ne needs to study the categories in
findingg a new one. As the economy is gaining which the buyer is divided i.e the individual and the
momentum, significant changes are taking place in the business buyer. The individual
ividual buyer is basically
economy. Winning consumers mind by creating concerned with meeting his own needs while a
impressions and retaining the position of brand in the commercial buyer is one who buys the things for
economy can do wonders. Today brands are creating a running the business enterprise.terprise. There is no
great impression
sion in the minds while competition universally tested and established theory of consumer
among the existing brands is giving birth to brand behavior. It is a difficult concept to analyse the buyer.
switching. The present paper seeks to analyse the He has got a variety of needs in accordance with the
concept of consumer behavior and brandl loyalty changing tastes , fashion and technology. His needs
while paying emphasis on Indian consumer. also keep on varying
ing in accordance with his stages of
development. A lot of changes in the social and
Keywords : Loyalty, consumer, Indian economic environment are influencing the buyer to a
greater extent. The buyers behavior may thus be
INTRODUCTION analysed as a complex analysis of his emotions and
Nowadays, consumers are becoming aware and the way he manipulates es things in a given situation.
experimenting. Employers are exploring. The biggest Almost all social sciences may be economics,
challenge which is now faced by the organisations is sociology and psychology have their effect on the
retaining their customers. Patent laws are short lived. consumer behavior studies. A large number of factors
Trust nowadays plays a significant
icant role in deciding as have their influence on the buyers behavior such as
to what would be the status of the brand. Brand personal cultural and phsycological.
sycological.
loyalty and brand switching are the two terms which
go side by side. Where the producer is thriving hard to Consumer the Indian perspective: India is a vast
retain his customers in the market the consumers with country with a great geographical area. There is a
their own aspirations
ns donot mid to switch from one diversity in terms of caste, religion ,customs, food,
brand to another. Whenever we talk about consumer traditions, states. So far as the consumers are
behavior we are concerned with the groups of people , concerned a great diversity is found among them in
individuals and organizations. They include the terms of religion to linguistic and further more to
mental ,physical and emotional activities of human dress and food habits. The Indian consumer on the
beings as they respondd to various situations. The term basis of economic status is divided into four groups:
consumer has its own reprucussions and the meaning
The affluent class
can vary from individuals to organisations. The
The middle class
In the past few years, thee middle class has proved to The male middle class
be one of the most emerging class which consists of The female middle class
doctors, engineers, industrial workers,traders class The middle class teenager
etc. This also includes changes in the consumption
pattern of people in rural as well as urban areas. Consumer behavior:: Buyer behavior is all
Nowadays, the middle class is emerging as the psychological ,social and physical behavior of
consumption community of the country. The potential customer as they become aware of
aspirations, education levels of consumers are ,evaluate,purchase,consume
nsume and tell people about
continuously rising. The common items of products and services. A large number of factors are
expenditure of a common man include soft drinks, responsible for influencing consumers behavior which
include external as well as internal.
internal
Factors influencing
consumers
behaviour
external Internal
The moment when the consumer recognizes that he relies on his memories or past experience in case
has a need to be satisfied he enters into a decision of external search the buyer takes help of his
making process or a state where he is to take the friends,relatives,talks to them and shares with
decisions as to what,when,where,why,who which are them his requirements. One major source of
known as the central problems of the economy. The information now a days which meets our needs of
first step in the decision making process by the information is internet. A very common
c saying
consumer is : nowadays is if you cannot find a thing ‘google ‘ it.
Everyday hundreds of millions of internet users
Need for recognition: His needs may be find lots of useful information about the product
classified as psychological and functional where and services from google. The company enjoys a
the functional needs pertain to the performance of ninety percent market share in many markets and
a product or service,the psychological needs are remains profitable. The consumer search process
related to personal gratification of the consumer. gets influenced by so many factors such as a
Search for information:Once :Once a consumer comparison between the expected benefits and
recognize
ognize his needs then the next step is the cost,the type of risks involved.
search for information. This type of information Evaluation of alternatives:
alternatives once a consumer
he requires depends on his need. The required secures relevant information about the th type of
search is again of two types : internal as well as product he wants to buy and its relevant sources of
external. Where in case of internal search a person availability then he is in a position to evaluate the
@ IJTSRD | Available Online @ www.ijtsrd.com | Volume – 2 | Issue – 4 | May-Jun 2018 Page: 1286
International Journal of Trend in Scientific Research and Development (IJTSRD) ISSN: 2456-6470
83% of the Indian customers expect to get high strategies also. A good loyalty programme
quality while 81% of them expect brands which requires a need to talk to the customers, know
should be easy for doing business. Their study their needs and then get what they require.
also pointed out that now the consumer wants to
be motivated more and he does not read only more Prospects of brand growth in India:
reward points or discounts but values time and 1. The economy of India today has reached at
money he spends with his families. a stage where we have a strong
Apple enjoys exceedingly high brand loyalty government which is focused on economic
which makes it as the most aspired brand. reforms. The growth rate of GDP is on a
The global ‘Share a coke Campaign’ where a can rise with great prospects of capturing
or bottle of coke is at the centre of the campaign market of brands.
and it is only the consumer who is talking about 2. The main brands for coffee,juices, air
the brand and not a celebrity. It can turn to be a fresheners are gaining the share in terms of
truly gifting option for the relationships which you volume.
really care. Personalization resulted from routine 3. Brand winners are existing in all types of
marketing to the brand which aims at maintaining categories but the most significant
a better relation with the consumer. penetration of brands where local
Yet another example is of Cadbury Diary Milk companies maintain their leadership.
silk’s Pop your heart out. 2017 Customer loyalty leaders
Both Kotak and ICICI allow their customers to
customize their debit cards with own images. Brand Company 2017 2016
Rank Rank
Building loyalty : A company has to adopt many Amazon Online 1 2
basic marketing strategies to build customer retail
loyalty. Companies make use of e-mail, websites, Google Search 2 1
call centres,data bases,softwares and in many engine
cases feedback foms to evaluate the effectiveness Apple Tablets 3 3
of their product and its ability to generate a Apple Smart 5 6
satisfied customer. Customer relationship phones
management which focuses on meeting the Samsung Smart 7 14
demand of individual consumers. However, this phones
requires to maintain a suitable database for the Facebook Social 8 5
same. One of the best and the easiest way to networking
ensure that your customers come back to you Published by Marketing Charts.com in
again is by making them a part of the loyalty October , 2017.
programme. Some people find the process of
redeeming the points against rewards to be very Brand switching: Brand switching takes place
difficult . The first task of a brand is to set down when a brand loses a customer who was
clearly the rewards and the way so that they can previously loyal. This means a customer who
be clearly earned, Loyalty programs are not previously preferred a brand now no longer cares
thought of by all. The modern day loyalty to buy it. For example, buying a different brand of
programmes have been used to provide advantage water bottle everytime you step to buy mineral
to the consumers in terms of hospitality, credit water. This may sometimes happen due to no
cards, airlines and retail. The customer reward specific preference for a particular brand. The
cards are being replaced by digital forms of most common types of brand switching are:
loyalty programmes Loyalty programmes allow 1. Due to lack of availaibility of a particular
the retailers to collect the data on consumer brand.
behavior. They may be in many forms like reward 2. A product or a service changes or adds
cards, pay-for membership cards. Successful new features that donot appeal to the
retailers keep on connecting with their customers customer.
by conducting the loyalty programmes. These
programmes can be helpful by setting the price
@ IJTSRD | Available Online @ www.ijtsrd.com | Volume – 2 | Issue – 4 | May-Jun 2018 Page: 1287
International Journal of Trend in Scientific Research and Development (IJTSRD) ISSN: 2456-6470
3. The needs of the customers are changing . Articles:
Moreover,change in fashion also keeps on 1) Decoding consumer loyalty today –Vineet Ahuja
changing the priority of the consumers. (updated on Jan 11,2018)
4. The social status of the brand declines due
to the factors such as poor behavior of the 2) ”Winning with Indian shoppers”,July 21,2016,by
leaders, poor customer service etc. Joydeep Bhattacharya,Nikhil Prasad
5. Increased competition in the market also ojha,www.bain.com
keeps on changing the priority for brands. 3) 2017’s Top brands ranked by customer
6. “Advertising and media plays a very loyalty,October 13,2017,https://www.marketing
strong role in changing the priorities of the charts.com
customer.
4) 9 types of brand loyalty ,posted by John
Conclusions: Where consumer loyalty is something spacey,Feb 28,2017, https://simplicable.com
most talked about one thing that cannot be denied is 5) Customers turn celebs for companies, talk up
that a chunk of population also does not care about brands, Namrata Singh,March
brands. In India people still have reasons to believe 31,2018,economictimes.indiatimes.com
that if they are getting a good deal than there is a
reason to go beyond considerations such as brands. 6) The importance of brand loyalty
India stands third in the list of countries which are https://www.laneterralever.com
most affected by online banking. Indian women who 7) Brand loyalty as a strategy S.Ramesh
comprise one of the major sections of the buyer Kumar,https://www.thehindubusinessline
community makes maximum use of internet
nowadays for making online buying. Thus the concept 8) Indian consumers are most loyal
of brand loyalty continues to dominate the Indian ,www.warc.com,May 16,2016
consumer with their own perceptions of buying. 9) Consumer loyalty programmes that work,
www.forbes india.com
Refrences:
10) Indians are the most demanding,yet most loyal
Books customers globally
,ty.economictimes.indiatimes.com
1) V.S. Ramaswamy, S.Namakumari,”Marketing
Management Planning , Implementation & control
“ –Global perspective Indian context ed 3rd , Pg- Others:
219-220,234,237,241.,311Macmillan Business
Books 1) https://successstory.com
@ IJTSRD | Available Online @ www.ijtsrd.com | Volume – 2 | Issue – 4 | May-Jun 2018 Page: 1288