Authors

1. Ms. R. Sundari
2. Dr. M. Sakthivel Murugan

Affiliation

• Assistant Professor, Department of Management Studies, St.Joseph’s College of Engineering Chennai
• Professor and Head, Department of Corporate Secretaryship and Business Administration, DB Jain College Chenna

Abstract

A brand is an organization’s strongest asset. Brands are strongly linked by consumer’s emotion. Brand Loyalty is something that every brand and company strives for and believes they can attain. The eternal search for companies has been to identify brand loyal customers who in long run prove to be a valuable asset. The study has been conducted to analyze brand loyalty among 350 women towards personal care products in Chennai city. Findings suggest that Meera, Sunsilk shampoo, Spinz talc, Liril and Mysore Sandal soap and Pepsodent toothpaste has high brand loyalty among women consumers in Chennai city.

Keywords

Brand Loyalty, , Women,, Personal care products.

References

1. “Consumer learning and Brand Loyalty, when the brand is unknown” , Dissertation, Abstract International, 1983.
2. Jacoby, Jacob and Chestnut, Robert W. (1978). “Brand Loyalty: Measurement and Management”. John Wiley & Sons Inc.
3. Reichheld, Frederick F., Teal, Thomas A. 2001. “The Loyalty effect: The Hidden force behind growth, profits and lasting value”. Harvard Business School Press.
4. Dr.Neeraj Kaushik and Deepak Gupta, (2009) “A Study of consumer’s buying pattern of cosmetics products in south Haryana”, Indian Journal of Marketing. September, 2009, Vol.34 No:9, pp 27 – 33.
5. Thiele SR and Bennett R (2001), A Brand for all seasons “A discussion of Brand loyalty approaches and their applicability for different markets”, Journal of Product and Brand management,Vol.10, No:1, pp 25 – 37.
6. Pallabi Mishra and Biplab Datta (2006) “The Wheel and its spokes: Mapping the relationship between the key elements of brand management, A literature Survey” September 2006, The ICFAI University Journal of Brand Management, Vol.3, No: 3, pp 15 – 27.
7. A Sarangapani and T Mamta, (2008) “Rural consumer behaviour with regard to selected FMCG’s consumption patterns and Brand usage: A Study”, The ICFAI University Journal of Brand Management, September 2008, Vol.5,No:3,pp 22-50
8. Dr.D.Kamalaveni, Kalaiselvi, and S.Rajalakshmi (2008) “Brand loyalty of Women consumers with respect to FMCG’s, Indian Journal of Marketing. September, 2008. Vol. 38, No:9, pp 44 – 51
9. Philip Kotler (2003), “Marketing Management”, Prentice Hall of India.
10. Aaker DA (1996a), “Building strong brand”, Free press, Newyork, pp136 – 174