BRAND LOYALTY THROUGH PURCHASE DECISION TOWARDS AGSAR PAINTS

BRAND LOYALTY THROUGH PURCHASE DECISION TOWARDS AGSAR PAINTS

K. RAJAMANI1 S. SUGANYA2 MS. ARUNA DEVI3

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

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

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

ABSTRACT

This study is about customers’ purchase decision and their brand loyalty towards Agsar Paints. The objective of the study is to identify the factors influencing customer to purchase Agsar Paints and to find out the relationship between purchase decision and brand loyalty. The data has been collected using structured Questionnaire from 369 customers, the data has been collected using convenience technique. The statistical tool used for measuring and analysing the data are Piechart, Percentage analysis, Chi Square, Regression by SPSS software. The study found that most of the  customers are willing to purchase product based on price and quality.

Keywords:Price, Quality, Brand Image, Loyalty, Purchase Decision