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To Investigate Customer’s Perception on Brand Loyalty for Household Appliances in Mumbai, India

Lobo, Wilson (2016) To Investigate Customer’s Perception on Brand Loyalty for Household Appliances in Mumbai, India. Masters thesis, Dublin, National College of Ireland.

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Abstract

The purpose of this study was to investigate customer’s perceptions on brand loyalty for household appliances in Mumbai, India. For this study, the researcher used qualitative approach. The researcher conducted two focus groups with the household owners in Mumbai. This focus group discussion allowed the researcher to get in-depth knowledge about the opinions and perception of the participants. The data collected were then analysed using thematic analyses and several key themes were formed. The result of this research shows that, majority of the participants were brand loyal and influential factors like experience, advertisements, loyalty schemes, price, perceived quality and customer satisfaction affected their repurchase behaviour for household appliances. The findings of this research also pointed out that, consumer’s preference with regards to Indian versus international brand varied greatly from one participant to another.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Masters of Science in Management
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 04 Nov 2016 11:25
Last Modified: 04 Nov 2016 11:25
URI: http://trap.ncirl.ie/id/eprint/2337

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