A study on Customer Loyalty for FMCGs-Personal Health care Products in Indore Region

Abstract

The concept of loyalty has long been regarded by marketing academics and practitioners as a valuable tool for developing effective marketing strategy.  The customer loyalty is a customers commitment to a brand, store or supplier based on a strong favorable attitude and manifested in consistent repatriate. The purpose of the research paper is to  understand and identify various factors which lead to formation of loyalty for a brand among its customers. As globalization has made the world smaller and made market a place where everything can enter easily. The study  is based on both primary and secondary data collected . The results will help marketers and analysts in determining the factors which lead to brand building.

Key Words:Brand, Loyalty, Customer satisfaction , Customer preference