Analysis of cell-phone market in India for extracting new dimensions of consumer brand loyalty measurement

Building a strong and healthy brand is not an easy task, marketers always tries to develop a strong brand in the mind of existing as well as potential consumers. Not only many definition and conceptual framework developed by the researcher of this area but there is different views regarding the meanings and measurement of brand loyalty. In the today’s branding word it is also a challenge to measure the brand loyalty of consumer. The purpose of the present study is to find out some new measures for brand loyalty amongst cell phone consumers. The Indian cell-phone users have become very much savvy towards extra features that a mobile phone can provide. They are never satisfied with the phone they own and thus look towards a better one available in the market, due to that kind of consumer behavior it is tough task for the cell phone marketers to search the factor associated with brand loyalty of cell phone. This study demonstrates out some factors for measuring the brand loyalty of cell phone consumers, and meaning of brand loyalty in the mind of consumers. Finding of this study offers significant implication for the seller of cell phone.