The Impact of Marketing Mix Elements on Brand Loyalty: A Case Study of Construction Industry

Keeping customers and retaining their loyalty is considered critical for maintaining business in today's highly competitive markets. Organisations need to look for various marketing strategies in order to improve their customers ’loyalty. organisations needs to master the art of using marketing mix elements to improve the brand loyalty for the success of the companies, Spatially when product is generic in nature and possibility of very little product differentiation. The purpose of this study was to analyze the impact of marketing mix elements on brand loyalty. The present study is applicable in terms of objective and descriptive survey for data collection. To evaluate the model and hypotheses, data collection was carried out through surveying 489architects and builders in nine different locations of south India. For data analysis and verification of the model, structural equation modelling approach (SEM) and confirmatory factor analysis (CFA) were used and based on the results of the path analysis; the relationship between the variables in the model is investigated. Results indicated that there is a positive impact of product adds on features, warrantee, service elements, price on perceived quality and country of origin element, distribution network on brand loyalty. Also, the findings showed that perceived quality and brand loyalty resulted in positive WOM, through which companies will get business growth with low or nil expenses on product promotion.