An empirical study of the impact of selected product specific factors on brand loyalty of women in the state of Gujarat

Brand Allegiance is one of the most important issues that businesses face today. Marketers of goods and services therefore, frantically search for strategies in order to have a set of brand loyal consumers. Whether, it is product, promotion, price or place related decisions, almost all decisions a company makes as regards its marketing mix are inextricably related with brand loyalty. For any marketer brand loyalty therefore, is a very important phenomenon. The present study has been directed towards exploring the brand loyalty behavioural pattern of the consumers, the main aim being to analyse the significance of the relationship between Selected Product Specific factors and Brand Loyalty of Women in the State of Gujarat. The findings indicate that Three out of the Six Product –Specific Factors studied viz. Good Reputation and Prestigious Image of the Brand, Ease of Pronunciation of the Brand Name and The Availability of a Wide Range of Products under the Same Brand Name Have a Significant Relationship with the Brand Loyalty of Women Skincare Cosmetics Consumers in the four Major Cities of Gujarat. Whereas, the remaining Three viz. Reflection of the Brand's Personality in the Woman's Own Personality, Good Quality of the Product/s and Product/s-Skin Type Match Do Not Have a Significant Relationship with the Brand Loyalty of Women Skincare Cosmetics Consumers in the State of Gujarat.