A Study of Impact of Product Quality Variables on Attitudinal Brand Loyalty for Reliance Fresh in Indore City

Indian Retail Industry is one of the fastest changing and vibrant industries which have contributed to the economic growth of the country. Indian retail industry has become the most attractive, emerging retail market in the world. Healthy economic growth, changing demographic profile, increasing disposable incomes, changing consumer tastes and preferences are some of the key factors that are driving growth in the organised retail market in India. There is growing competition in the food retail sector too and as competition increasing, retailers are intensifying the availability of the same product for less varying number of customers i.e. of same segments, due to location limitations. More than 10000 products are offered through organized retail formats in India. The present study unveils the impact of product quality variables on attitudinal brand loyalty for reliance fresh in Indore city.