Exploring linkages between socio‐demographic factors and customer loyalty in India
Customer loyalty for specific brands has been an important point in marketing planning. In recent years many organizations have identified the need to become more customer oriented with increased global competition. Marketers have realized the importance of building long‐term and sustainable customer relationships that add value both for the customer and the company. This paper attempts to understand linkages between consumers’ brand loyalty with respect to various product categories and socio demographic variables in order to appreciate customer relationship marketing (CRM) strategies in the changing Indian context. Survey results have shown eight product categories for which customers indicated high loyalty: personal care, automobiles, cleanliness and hygiene, high‐end technology gadgets, perfumes, alcohol, health and fitness and beverages, almost all of which are used for personal consumption. Further, results indicated that education followed by residence type, family size has a significant correlation with customer loyalty (significant in case of five product categories out of eight). The purport of this study will have a deep impact on CRM investments and will help redefine and refocus current customer loyalty strategies and investments.
Volume (Year): 9 (2014)
Issue (Month): 1 (Spring)
|Contact details of provider:|| |
When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:9:y:2014:i:1:n:2. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.