Brand Loyalty in Personal Care Products Category

Authors

  • Maha Sarwar
  • Dr. Muhammad Asim

DOI:

https://doi.org/10.46568/jmcd.v13i0.29

Abstract

This research was performed to empirically investigate brand loyalty of consumers in the soap and toothpaste categories; estimate the level of loyalty of those consumers; and to determine the impact of Brand Name, Product Quality and Promotion on Brand Loyalty. Research was conducted through questionnaire based survey method in order to gather responses from 200 individuals who belonged to Karachi. SPSS version 19 was used to analyse results. The findings revealed that respondents are brand loyal in the soap and toothpaste categories; where 68.5% of respondents were found to be brand loyal in soap and 73% in toothpaste. Furthermore, the findings showed that there’s significant and positive impact between Brand Name and Brand Loyalty, Product Quality and Brand Loyalty in the soap category; significant impact between Product Quality and Brand Loyalty but insignificant impact between Brand Name and Brand Loyalty in the toothpaste category. However, according to the findings, there’s insignificant impact between Promotion and Brand Loyalty in both the respective categories.

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Published

2019-05-23

How to Cite

Sarwar, M., & Asim, D. M. (2019). Brand Loyalty in Personal Care Products Category. Journal of Mass Communication Department, Dept of Mass Communication, University of Karachi, 13. https://doi.org/10.46568/jmcd.v13i0.29