Consumer Perception and Brand Loyalty:An Empirical Study Of Smartphones In India

In the present macro-environment of increasing global competition, rapid introduction of innovative products, on one hand, and maturity conditions in some markets, on the other, the task of managing loyalty is becoming focal managerial challenge. The marketers have to focus on developing, maintaining and enhancing loyalty towards their brand of product or service. The loyalty of the customers towards the brand is a strategic construct for the organization and creates long term competitive advantage. The brand also represents the organization in the market and makes an association in the minds of the consumers. The brand loyalty however is influenced by several factors. These include recognition of the brand, consumers' association with the brand, perception about brand image and brand trust. The objective of present research is to study the influence of brand recognition, brand association, brand image and brand trust on brand loyalty of smartphones in Indian market. The questionnaire for the study was developed after in-depth review of literature. The instrument was evaluated for reliability and the data was collected via self-administered, structured undisguised questionnaire. The results of statistical analysis show that brand association, brand trust, brand recognition and brand image influence brand loyalty towards smartphones.