A Study on Brand Loyalty With Regard To Clinic Plus Shampoo (With Reference to Vellore District)

Abstract

Brand Loyal consumers reduce the marketing costs of the firm as the costs of attracting a new customer have been found to be about six times higher than the costs of retaining an old one. Cosmetic industry is a very lucrative, innovative fast paced industry. Innovation is significant and is considered to be the key to success. In addition, owing to the volatility of the cosmetic markets, it is essential to reveal the factor that influences the brand loyalty by examining determinants of brand loyalty, which provides marketing manager with insights of establishing a more comprehensive business strategy. This study has adopted convenience sampling method for data collection. 50 respondents have been selected who are the regular users of' Clinic Plus Shampoo'. The research adopted a neatly prepared structured questionnaire for collection of primary data from respondents. Chi-square analysis has been used to interpret the data. The findings of this study will add to the body of knowledge and from part of future learning materials. Future researchers with interests in marketing will find the findings useful since it will recommend further areas of study to enhance more knowledge in the cosmetic industry.