Archives

A Study on Factors Influencing Brand Loyalty of Mobile Phones


Sakunthala Rajasekaran and Dr.D. Venkatramaraju
Abstract

Brand Loyalty is said to be the biased behaviour of a customer, over a period of time for a particular brand. This study discusses about the Factors influencing the brand loyalty of mobile phones and it was done with a sample size of hundred respondents within Chennai city, which included different age groups, different economic and educational back ground of both the sexes. The purchase behaviour and the factors which determine the decision of buying a particular brand were analysed.

Volume 11 | Issue 11

Pages: 298-302

DOI: 10.5373/JARDCS/V11I11/20193199