A Study on Influence of Brand Loyalty and Consumer Preference for Mobile Brands Focusing on Coimbatore District

A Study on Influence of Brand Loyalty and Consumer Preference for Mobile Brands Focusing on Coimbatore District

Dr. Nancy Sebastina J - Associate Professor, Department of Commerce Business Analytics, Dr. N.G.P Arts and Science College, Coimbatore.

Mr. Kishore S - Department of Commerce Business Analytics, Dr. N.G.P Arts and Science College, Coimbatore.

Abstract

This study investigates the influence of brand loyalty and consumer preferences on mobile brands, with a specific focus on the Coimbatore district. As the mobile phone market continues to expand, understanding the factors that drive consumer loyalty and preference becomes crucial for brands to maintain a competitive edge. The research employs a mixed-method approach, combining quantitative surveys and qualitative interviews to gather data from a diverse sample of mobile phone users in Coimbatore. The study examines key determinants of brand loyalty, such as product quality, brand image, customer satisfaction, and after-sales service, while also exploring how consumer preferences are shaped by factors like price, features, and social influence. The findings reveal that brand loyalty is significantly influenced by perceived value and customer satisfaction, while consumer preferences are heavily driven by technological advancements and peer recommendations. The study also highlights regional variations in consumer behaviour, providing valuable insights for mobile brands aiming to strengthen their market presence in Coimbatore. The results offer practical implications for marketers and policymakers in tailoring strategies to enhance brand loyalty and cater to evolving consumer preferences in the competitive mobile phone industry.

Keywords: Brand Loyalty, Consumer Preference, Mobile Brands, Brand Image, Product Quality, After-Sales Service, Perceived Value.