Men’s are from Mars & Women too

Title: - Men’s are from Mars & Women too


Prof. Manoj S. Kulkarni

IMSCD&R AHMEDNAGAR

E-mail:- mskmanoj@gmail.com

Cell No:- 09423331758





Keywords: - (Brand Loyalty, Brand Image, Influencing factors of brand loyalty,

Customer Satisfaction)





Abstract:-



Brand building efforts in Indian market is a testimony to the fact that there are very few successful brands. A successful branding strategy always builds a string of a brand image in the minds of consumers. Brand image refers to how the brand is perceived by the customers Brand image is the thoughts of the consumer on brand features, information, and user evaluation. Brand Loyalty is determined by several distinct psychological processes and it entails multivariate measurements. Customers' Perceived value, Brand trust, Customers' satisfaction, Repeat purchase behaviour and Commitment are found to be the key influencing factors of brand loyalty.

This paper looks into these two issues i.e. Brand Loyalty & Brand Image.

This research also finds out whether loyalty depends on gender or not? What are the important factors affect while purchasing shampoo? To find out the satisfaction level with respect to quality & price.



Before conducting the research, there was a preconceived notion that women are more loyal to shampoo brands than men. From the study it has been found that both male & female are equally loyal to shampoo brands, so loyalty does not depend upon gender but loyalty depend upon quality of the products.