FACTORS AFFECTING BRAND LOYALTY IN THE FOOTWEAR INDUSTRY – A STUDY OF LUDHIANA DISTICT

The dynamic competitive environment has changed the way the businesses were run in the past. The increased awareness of the customers along with increase in the number of options available to them has completely revolutionized the marketing task. In the current scenario a greater need is felt for long term relationships with the customers so as to enjoy repeat sales. The business organizations these days are laying focus on enhancing the brand loyalty among the consumers to reap the benefits of repeat sales. The present study, therefore, is an endeavor to investigate the factors that affect brand loyalty in the footwear industry. Simultaneously an attempt has been made to identify the most sought after brand in the footwear industry. A sample of 100 respondents was selected from the Ludhiana region. Statistical techniques of correlation and multivariable regression were used. The results depicted that out of the total fourteen identified factors, twelve factors had significant relationship with brand loyalty. Proper pricing techniques and customer satisfaction were the dominant variables in affecting brand loyalty towards a footwear brand.