A Study on Brand Loyalty for Coffee and Tea Beverages in Tirupur City

Food and beverage industry are one of the major revenues producing departments in hospitality industry. The beverages industry customer base is probably widestand deepest base in the world. The beverages sector in India has undergone significant transformation in the past 15 years. The central thrust of the marketing activities of a firm is often viewed in terms of development, maintenance, or enhancement of customers’ loyalty toward its products or services. Brand loyalty, is a measure of the attachment that a customer has to a brand. Essentially, brand loyalty refers to a consumer’s constant repurchase of a favored brand. The main aim of the study is to know the brand loyalty among the respondents for beverages. Descriptive statistics research is used for the study. The sample size of 300 respondents was selected based on convenience sampling method. The statistical tools used in this study are Simple percentage analysis, Rank analysis, ANOVA and T – Test. The major findings of the study is the most preferred brand of Tea is 3 Roses and Coffee is Bru and Reasonably priced and quality of the beverages are considered most important factors while purchasing the same brand of beverages.