IJSSER

Title: ASCERTAINING THE ATTITUDINAL AND BEHAVIOURAL LOYALTY TOWARDS AMAZON PRIME VIDEO
Authors: Srishti Vashishtha
\|\| \|\|
Srishti Vashishtha Graduate from Narsee Monjee Institute of Management Studies, Bangalore
MLA 8 Vashishtha, Srishti. "ASCERTAINING THE ATTITUDINAL AND BEHAVIOURAL LOYALTY TOWARDS AMAZON PRIME VIDEO." Int. j. of Social Science and Economic Research, vol. 6, no. 10, Oct. 2021, pp. 4102-4115, doi.org/10.46609/IJSSER.2021.v06i10.035. Accessed Oct. 2021. APA 6 Vashishtha, S. (2021, October). ASCERTAINING THE ATTITUDINAL AND BEHAVIOURAL LOYALTY TOWARDS AMAZON PRIME VIDEO. Int. j. of Social Science and Economic Research, 6(10), 4102-4115. Retrieved from doi.org/10.46609/IJSSER.2021.v06i10.035 Chicago Vashishtha, Srishti. "ASCERTAINING THE ATTITUDINAL AND BEHAVIOURAL LOYALTY TOWARDS AMAZON PRIME VIDEO." Int. j. of Social Science and Economic Research 6, no. 10 (October 2021), 4102-4115. Accessed October, 2021. doi.org/10.46609/IJSSER.2021.v06i10.035.
References [1]. Netflix is the most popular platform in India while Amazon Prime Video has the highest subscribers: Report, Advertising and Media Insider, September 10, 2020.https://www.businessinsider.in/advertising/ad-tech/article/netflix-is-the-most-popular-platform-in-india-whi le-amazon-prime-video-has-the-highest-subscribers-report/articleshow/78034513.cms [2]. Balakumar, K. Amazon Prime Video to spend more on Indian content, Techradar, January 18, 2021. https://www.techradar.com/news/amazon-prime-video-to-spend-more-on-indian-content [3]. Number of unique visitors on Amazon Prime Video in India from April 2017 to March 2020 (in millions), Statistica, April 26, 2021.https://www.statista.com/statistics/1028041/india-amazon-prime-video-unique-visitors-number/ [4]. Amazon business model: Prime Video and Fire TV, Innovation Tactics, October 1, 2018. https://innovationtactics.com/amazon-business-model-4-prime-video-and-fire-tv/ [5]. Stoll, J. Amazon Prime Video - Statistics & Facts, Statistica, March 4, 2021. https://www.statista.com/topics/4740/amazon-prime-video/ [6]. How does Amazon Prime Video Make Money? An In-Depth Breakdown, Maz Systems, July 2020. https://www.mazsystems.com/en/blog/amazon-prime-video-make-money [7]. Griffith, E. Amazon Prime Video Has the Most Shows, but Netflix Slays the Competition With Quality, PC Mag, July 6, 2020.https://in.pcmag.com/the-why-axis/136995/amazon-prime-video-has-the-most-shows-but-netflix-slays-the- competition-with-quality
Abstract: Amazon Prime Video is one of the most popular video streaming services in India. As of March 2020, it had a user base of over 38 million Indians. According to a new survey, Indiais one of the world's fastest-growing markets for Amazon Prime Video (APV). While Amazon Prime Video was the most popular streaming service, it was followed by Netflix andthen Hotstar. This research paper offers insights into the development of marketing strategies aimed at obtaining favourable behavioural responses from customers in order to maintain growth and profitability. By highlighting the links between two broad dimensions: attitudinal and behavioural, this study adds to the growing body of knowledge on customer loyalty. The research proves that an attitude–behavior link is important for achieving meaningful client loyalty. The findings show that behavioural loyalty is driven by attitudinal loyalty, and that behavioural to attitudinal loyalty is unsupportable throughout the sample obtained fromvarious groups.

IJSSER is Member of