An Investigation into Consumer Brand Loyalty in the Personal Care Product Industry

An Investigation into Consumer Brand Loyalty in the Personal Care Product Industry

 Ivan Kenny Raj L1, T.Manoj Kumar2,T.Suvathi Meena3

1,2Assistant Professor, Mepco School of Management Studies, Mepco Schlenk Engineering College, Sivakasi-626005, India

32nd Year PG Student, Mepco School of Management Studies, Mepco Schlenk Engineering College, Sivakasi-626005, India

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ABSTRACT – Now a days consumer are more aware about personal care products. If they are addicted some products, which time the brand loyalty will create.  So in this field there are more competitors provides same products but different types like attract to cover the consumers. Brand switching will happen at that time. This study analyse the brand loyalty for personal care products among consumer. The study examined the impact of demographic characteristics on customer brand loyalty and switching behaviours in a specific product category. The sample size is 177. To indicate the amount of correlation between the variables, chi-square test was used. Results show that among that demography variables have the most significant impact on consumer’s brand loyalty.

Key Words:  brand loyalty, brand switching, personal care products.