A Study on Brand Loyalty and Its Association with Demographics of Consumers: Evidence from the Cellphone Market of India
Year: 2015
Type: preprint
Study design: Observational Study
Abstract: Marketers always try to develop a strong brand that enjoys sustained brand loyalty among consumers. Customer demographics is one of the many factors that would influence brand loyalty. The Indian market for cellphones has witnessed very rapid growth and transformation in recent years. There has been a quantum leap in the availability of features and facilities in the phones, and dramatic changes in consumers’ usage and attitude towards the same. The youth in particular, have caught on to the new technology in a big way, and new cellphone handsets are brought on when the earlier ones become outdated. This paper studies the association between brand loyalty and customer demographics in the context of cellphone handsets. It also revalidates a scale for brand loyalty measurement developed earlier. The study shows that gender, income class and age of cellphone customers play a vital role in developing brand loyalty. The findings of the study have significant implications for cellphone marketers.
Source: SSRN Electronic Journal
Author: Umesh Ramchandra Raut
Institution: Savitribai Phule Pune University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2218138449