Brewing Brand Loyalty through Experience: The CCD Way

This study tries to analyze the brand loyalty of CCD consumers with respect to various dimensions of the brand experience they had and the influence of this experience. The research will remove the myth that only favorable experience will lead to Brand Loyalty. It will reveal to the marketer that why the four dimensions need to be focused upon. In depth understanding will help marketers to deliver better services to the main stakeholder in cut throat competition known as the Customer.

The Research Design chosen is Exploratory in nature. For the study; Data was collected from 150 youngsters visiting CCD, in the age group of 18–30 years The Exploratory study tries to analyze several experiences that customers encountered at Café Coffee Day (CCD) in Indore city.

A pleasant Brand experience leads to Brand Loyalty. On the face value it seems so. But after the conduction of this research, facts which emerged left a lot of food for thought. Brand Experience has four important dimensions. If all these four dimensions meet the expectations of the customers, only then can it be concluded that Brand Experience will lead to Brand Loyalty, and that too in the long run, not to forget, sustainability and consistency would be the key issues.

This is the first time that an exhaustive study has been conducted on Brand Loyalty of CCD in Indore through Brand Experience. It gives a very clear picture of Brand Experience of consumers. Based on the findings, the suggestions related to brand experience are shared, which may provide useful insights to managers and market researchers as they believe that customers might be considered loyal only if their attitude towards a particular brand is more favorable than for the competing brands.