A study on factors affecting brand loyalty of consumers for passenger cars in Punjab

Brand loyalty, in marketing, consists of a consumer's commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service, or other positive behaviors such as word of mouth advocacy. This study intends to identify the purchase behavior of customers of passenger cars in Punjab. The study also attempts to identify the various factors affecting brand loyalty for car brands in Punjab and an effort has been made to analyze the relation of brand loyalty with demographic characteristics of the consumers. The present study is based on primary data and the same has been collected through a non-disguised structured questionnaire consisting of questions on likert scale, multiple choice and open ended type. The study was conducted on 200 respondents from Punjab with different demographic characteristics using simple random sampling method.