IMPACT OF BRAND LOYALTY ON RETAIL BUYING BEHAVIOUR IN HYDERABAD

Brand loyalty is the consumer’s emotionally -charged decision to purchase a specific brand again and again. Recent studies focused on loyalty concept in goods as well as services sector. Of late brand loyalty is receiving a great deal of attention in corporate retailing sector. So there is a need for introducing comprehensive brand loyalty mode l for this retail sector. The present study is taken up with an objective to measure the opinion on the antecedents of brand loyalty such as product quality, price, purchase decision, perceived quality, store environment and design; to assess the customer satisfaction; and to suggest specific steps to improve brand loyalty towards retail shops in Hyderabad and through the judgment sampling method, and 450 samples are considered to pool up the opinions by convenience sampling through a well structured questionnaire. The research results showed that there is a significant involvement between factors of brand loyalty (product quality, price, assortments, service quality and offers) with Shoppers Stop brand loyalty. It all so throws light on the fact to increase brand loyalty Shoppers Stop must focus on the assortments available at the stores and the kind of seasonal offers. The paper concludes highlighting multi brands apparel stores to incorporate these key attributes (product quality, price, assortments, service quality and offers) in practice in order to serve and attract more customers and increase brand equity.