Title: A STUDY ON BRAND LOYALTY AND ITS EFFECT ON BUYING
BEHAVIOUR IN CASE OF SELECTED COSMETICS PRODUCTS IN THE
STATE OF TAMIL NADU
Authors: S. LAVAKUMAR,
DR. M. MOHAMED SIDDIK
2DR. M. MOHAMED SIDDIK 1. RESEARCH SCHOLAR, DEPT. OF MANAGEMENT STUDIES,
RAJAGIRI DAWOOD BATCHA COLLEGE OF ARTS & SCIENCE 2. ASSISTANT PROFESSOR PG & RESEARCH DEPT.OF COMMERCE,
MLA 8 LAVAKUMAR, Mr. S., and DR.M.MOHAMED SIDDIK. "A STUDY ON BRAND LOYALTY AND ITS EFFECT ON BUYING BEHAVIOUR IN CASE OF SELECTED COSMETICS PRODUCTS IN THE STATE OF TAMIL NADU." Int. j. of Social Science and Economic Research, vol. 3, no. 12, Dec. 2018, pp. 6766-6775, ijsser.org/more2018.php?id=477. Accessed Dec. 2018.
APA LAVAKUMAR, M., & SIDDIK, D. (2018, December). A STUDY ON BRAND LOYALTY AND ITS EFFECT ON BUYING BEHAVIOUR IN CASE OF SELECTED COSMETICS PRODUCTS IN THE STATE OF TAMIL NADU. Int. j. of Social Science and Economic Research, 3(12), 6766-6775. Retrieved from ijsser.org/more2018.php?id=477
Chicago LAVAKUMAR, Mr. S., and DR.M.MOHAMED SIDDIK. "A STUDY ON BRAND LOYALTY AND ITS EFFECT ON BUYING BEHAVIOUR IN CASE OF SELECTED COSMETICS PRODUCTS IN THE STATE OF TAMIL NADU." Int. j. of Social Science and Economic Research 3, no. 12 (December 2018), 6766-6775. Accessed December, 2018. ijsser.org/more2018.php?id=477.
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Abstract: In the modern marketing environment consumers are becoming more and more demanding since
the market is glutted with endless products and countless brands and offering them rich choices.
The purchase behaviour of the consumers for such products is of special interest to the marketer
since these items are purchased repeatedly and it is this purchase that results in generating
volumes and profits. Brand loyal consumers as a matter of fact, provide the basis for a stable and
growing market share of a company. Therefore, interest of marketers hover around the ways and
means to develop and sustain brand allegiance for their products and services. However,
retaining customers in a highly competitive and volatile market place is indeed a difficult
proposition. Creating brand loyalty in an overcrowded category is an onerous task. However, in
the Indian market it is not altogether impossible, if the success of Hindustan Unilever, Titan,
Amul, Maruti- Suzuki , Nirma, Airtel and many others is of any indication. Against such a
backdrop, the researcher has decided to undertake a study that extends over a wide canvas
entailing a comprehensive examination of the brand loyalty behavioural pattern of the women
skincare cosmetics consumers in the state of Tamilnadu.
The International Journal of Social Science and Economic Research Inviting Papers/Articles for Current Issue Volume 4 No. 03 March 2019.
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