A study on consumers' loyalty towards brand (with reference to low involvement goods in Bhaktapur)

Abstract

Globalization has taken the world by storm today. As such today’s business environment is highly volatile in nature. By virtue of globalization number of products arrives in the market daily. And because of the large number of products that come in the market have left most of the consumers in dilemma about the worthiness of the products. In such a situation one property of the product has helped consumers to make their right and quick buying decision and that is, brand of product. A successful brand has recognizable name, which signals specific attributes to the consumer (i.e. quality, elegance, and value). And the ability to make a consumer repeatedly seek out and buy one brand over another, even when others offer coupons or lower prices, is brand loyalty.

Therefore, the importance of brand loyalty has been realized all over the world including the developing country like Nepal. People are being aware of what brands can offer and how it can affect their daily life. Inspite of being and agricultural country, most of the manufactured products in Nepal are branded. Though private branding is yet to come in the scene, individual brands are emerging in large numbers. Thus, branding in Nepal is catching up as more and more consumers are emerging as brand loyal consumers. Hence, this thesis is a small attempt to reflect on whether or not consumers are brand conscious and loyal in their daily consumables. Being aware of its growing importance, present study attempts to review and analyze the brand loyalty of the consumers of Bhaktapur district regarding their daily purchase.

Thus, this research reflects not only the tendency of the consumers of Bhaktapur district to repurchase the same brand time after time, but also on the psychological commitment or attitudinal bias towards the brand.