A comparative study of Brand Loyalty on selected consumer durables

Brand loyalty is always vital for the marketers. The firm must comprehend what the customers feel about their brands. Customer preference for products depends upon how strong is the brand in the market, what is the image of the brand. A good brand indication is about the degree to which customer likes the brand, prefer it repeatedly, be satisfied and also advocate it, this study focuses on these parameters. The customer survey has been done on selected companies and consumer durables. It is found in the study that consumers have more affinity towards foreign brands. However the Indian brands are also in good competition and can compete with foreign companies if managed meticulously.