TO STUDY EFFECT OF CONSUMER BRAND LOYALTY WITH SPECIAL REFERENCE TO LAPTOPS

TO STUDY EFFECT OF CONSUMER BRAND LOYALTY WITH SPECIAL REFERENCE TO LAPTOPS

R.MOHANASUNDAR ¹ & DR.K. SASIREKHA²

1MBA Student, School of Management Studies,

Sathyabama Institute of Science and Technology, Chennai, Tamil Nadu, India 2Assistant Professor, School of Management Studies,

Sathyabama Institute of Science and Technology, Chennai, Tamil Nadu, India

INTRODUCTION

Brand loyalty is a critical factor for companies operating in a competitive market because it directly affects customer retention and long-term profitability. In the context of electronic products such as laptops, manufacturers and marketers need to understand the determinants of brand loyalty. with its rapidly growing technology market, offers a unique and dynamic environment to study laptop brand loyalty. The objective of this study is to examine the various factors influencing brand loyalty among electronic product users in with a special focus on laptops. Examining the keys to brand loyalty such as product quality, brand image, customer satisfaction, value for money and after-sales service, this study aims to provide valuable insights into the factors that influence brand preferences and choices of laptops. Understanding these factors allows laptop manufacturers to develop effective marketing strategies and build strong brand relationships with target customers, ultimately increasing customer loyalty and market share.

OBJECTIVES

Ø  To identify the most important factor driving brand loyalty among laptops.

Ø  To analyze brand loyalty levels of various laptop brands operating in the market.

Ø  To investigate the impact of demographic factors (such as age, gender, income, education) on brand loyalty.

Ø  To study the brand loyalty of laptops.

SCOPE

Ø  Invsetigate how different demographic factors such as age, gender, income, occupation influence consumer brand loyalty with special reference to laptops. Analyzing these demographics can provide insights into the target market

Ø  Brand loyalty is key for businesses as it directly affects customer retention, market share and profitability. In the highly competitive and rapidly growing Indian market, identifying the determinants of brand loyalty among laptop users can provide valuable insights for companies to develop effective marketing strategies, improve customer satisfaction, and strengthen brand presence.

NEED

Ø  The purpose of this study is to address several critical research gaps in the existing literature on brand loyalty among laptop users. Although brand loyalty has been widely studied across various industries, there is a significant lack of research focused on the n market. By examining this unique context, the study aims to provide valuable insights into the determinants of brand loyalty in the laptop market.

Ø  Explore the effect of brand image and reputation on brand loyalty. Rate laptop brands based on reliability, dependability, innovation and customer service. Understanding these drivers of brand loyalty can guide companies in building a strong brand identity and reputation.