A study on store brand loyalty of apparels in Chennai City

Loyalty, in general use, is a devotion and faithfulness to a nation, cause, philosophy, country, group, or person. Businesses seek to become the objects of loyalty in order to retain customers. Brand loyalty is a consumer's preference for a particular brand and a commitment to repeatedly purchase that brand. Loyalty programs offer rewards to repeat customers in exchange for being able to keep track of consumer preferences and buying habits. Store brands are those products manufactured specially for a retailer and bearing the retailer's name. Store Brands are those brands on which the retailers have full control. The Study aims at measuring the level of store brand loyalty of multi brand apparel retailer. The study has important implications on organizations and has the potential to benefit the retailer. For this purpose, descriptive research design is applied. Non-probability sampling method called convenience sampling is done with the sample size of 150. Statistical techniques like ANOVA, Correlation, Chi-Square were applied. Based on the review of literature various variables were considered in this study in measuring the store brand loyalty of Reliance Trends Apparels. Findings were derived based on the analysis which would be useful to the retailers to enhance their customers’ loyalty with a view to retain them and in turn will result in attracting new customers, thereby reducing the cost of acquiring new customers.