An Empirical Study on Determinants of Brand Loyalty among Apparel Consumers in India

International Journal of Research and Innovation in Social Science (IJRISS) | Volume II, Issue IX, September 2018 | ISSN 2454–6186

An Empirical Study on Determinants of Brand Loyalty among Apparel Consumers in India

Er Amit Kumar Sen1, Dr Manjusmita Dash2

1, 2 Department of Business Administration, Utkal University, Vani Vihar, Bhubaneswar-751004, Orissa, India.

Abstract:-The present overall revenues of such retail marks are observed to be considerably high and over the long haul these private level brands are required to upgrade the brand value of the set up retailers. In this way, retailers’ aim of holding comes in the incipient stage with the all around obeyed passage into the clothing retailing, by and by the market of which is assessed at around $13 billion and representing about 20% of the nation’s aggregate fare. The piece of clothing fabricating division’s shows up as the most encouraging fragment in the material chain after 2005 making a huge interest for completed items. In this manner, buyers purchasing conduct has drawn an impressive consideration of the prior specialists. Its effect on planning promoting methodologies likewise turned into the piece of a sizeable number of studies. In any case, while checking on the writing on purchaser conduct and in addition retail promoting, just minute number of studies has been discovered accessible that examines how shopper conduct works in retail advertise. The motivation behind this investigation was to decide the components impacting brand unwaveringness among clothing shoppers and additionally the connection between mark steadfastness and its determinants and is proposed to keep kept just to the sorted out attire retailing in India.

Key Words: brand loyalty, marketing strategies, organized apparel retailing, retail brands, retail marketing, brand equity.


Customer mindfulness has been supported by the globalization of rivalry, immersion of business sectors, and data innovative improvement. This has therefore come about to huge scale rivalry in the garments business.

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