Brand Loyalty Among the Customers towards Branded Shirts

Brand Loyalty Among the Customers towards Branded Shirts

Dr.K.Rajamani1, Mrs. S. Suganya 2, Ms.M.Karthika3

1Associate Professor, Mepco School of Management Studies, Mepco Schlenk Engineering College, Sivakasi, TN, India

2Assistant Professor, Mepco School of Management Studies, Mepco Schlenk Engineering College, Sivakasi, TN, India

3PG Student, Mepco School of Management Studies, Mepco Schlenk Engineering College, Sivakasi, TN, India

ABSTRACT

            THE RESEARCH IS ABOUT BRAND LOYALTY AMONG THE CUSTOMERS TOWARDS BRANDED SHIRTS. THE OBJECTIVE OF THE STUDY IS TO FIND OUT THE MOST PREFERRED BRAND IN SHIRTS BY CUSTOMERS, AND THE FACTORS THAT INFLUENCE THE CUSTOMERS TO PURCHASE BRANDED SHIRTS. THE DATA HAS BEEN COLLECTED FROM 385 CUSTOMERS BY USING A STRUCTURED QUESTIONNAIRE. AND THE DATA WAS COLLECTED FROM COIMBATORE AND MADURAI. WE USED THE STATISTICAL PACKAGE FOR SOCIAL SCIENCES (SPSS) ASSISTED FOR DATA ANALYSIS. THE DATA COLLECTED WERE ANALYSED BY USING STATISTICAL TOOL SUCH AS AVERAGE, CHI SQUARE, AND REGRESSION. THE FINDINGS SHOW THAT OTTO IS THE MOST PREFERRED BRAND IN SHIRTS. AND THE FACTORS LIKE BRAND LOYALTY, BRAND AWARENESS, AND BRAND ASSOCIATION ARE INDEPENDENT VARIABLES THAT ARE STATISTICALLY SIGNIFICANT.

Keywords: Customers, Brand Loyalty, Branded Shirts, Shirts.