Impact of cultural factors on brand loyalty of rural buyers towards bath soap (A case study of Bhiwani district in Haryana)

The Indian rural market offers a big attraction to marketers. Brand loyalty is an important component of enterprise marketing strategy and it is a major requisite to foster brands’ assets. The development of a brand name entails a complex structure which must be understood in order to build a strong brand. This study aims to analyze the impact of cultural factors on brand loyalty of rural buyers towards bath soap. Brand loyalty is an important component of enterprises marketing strategy. This study aims to analyzethe five major factors of culture on brand loyalty of rural buyers towards bath soap. The results of the study highlightimpact of the value for money and recognition, regular use and exciting, brand personality, reliability, and variety on the brandloyalty. The result of the study highlights the family relations, family prestige and quality of the brands, self- attention, cultural practices, and other cues. It can be concluded that the brands are successful because people prefer them to ordinary products.