SIT Journal of Management Vol. 2. No. 2. December 2012. Pp.

122-138

Determinants of Consumer Behaviour towards Branded & Unbranded Products Mahalaxmi Krishnan*, V S Pande** & Mayuresh Mule*** ABSTRACT
Economic liberalization, globalization, developments in ICT, changing demographics, emergence of women power, and rising middle class have led to more disposable incomes in both urban and rural India. Spending patterns have changed from being frugal to indulgence. Discretionary incomes are going into television, two wheelers, automobiles, cell phones, etc. Interestingly, while sale of branded products have increased significantly, grey market continues to thrive. Unbranded PCs are still found in affluent houses. Middle class consider the unbranded PC makers as their friendly neighborhood suppliers, who offer personalized support services. Cell phones are enticing people to the grey market. While people buy branded bath soaps, they do not mind buying local or unbranded soap for washing utensils. This research based on field study as well as desktop analysis of the available literature was done with the objective of ascertaining the determinants for consumer preference for branded and unbranded products. This study would help in brand strategy and positioning especially in the vast expanding rural areas where there is pronounced tilt towards local or unbranded products. The challenge before the manufacturers and marketers is whether Indian consumers purchase products or brands. consumer preference and loyalty towards brands. Keywords: Brand Equity, Brand Awareness, Brand Positioning, Brand Loyalty, Retail Market, Consumer Behaviour Their key task is to convert

*Dr Mahalaxmi Krishnan, Associate Professor, Department of Commerce, K J Somaiya College of Arts & Commerce, Mumbai , PhD Guide in Management Studies, SNDT University. e-mail : [email protected]. M: +91(0)989200920. **Prof V S Pande, Head, Department of Commerce, K J Somaiya College of Arts & Commerce, Mumbai, e-mail : [email protected]. M: +91(0)989200920. ***Dr Mayuresh Mule, Vice Principal , K J Somaiya College of Arts & Commerce, Mumbai, e-mail : [email protected]. M: +91(0)9892009201.
0

Krishnan, Pande, & Mule ISSN: 2278-9111

SIT Journal of Management Vol. 2. No. 2. December 2012. Pp. 122-138

1. Introduction
The rapid evolution of communication and mobile technology has resulted in seamless flow of information across all consumer segments. This together with the progressive liberalization of the Indian economy has brought fundamental shifts in Indian consumer behaviour. They are a lot more discriminatory in their choice of products and services and preferences. Their spending habits have changed and they do not mind splurging. While they are brand conscious, they continue to buy non branded products. The challenge for the marketers today is creating brand awareness, brand building and positioning. Branding helps establish companys strategy.

Successful brands provide competitive advantage in terms of brand loyalty and brand extensions. The vast Indian consumer market covering the rural and urban areas is heterogeneous where both branded and unbranded products co-exist. Creating Brand equity is a critical success factor in todays competitive market. Successful brands provide competitive advantage in terms of brand loyalty and brand extensions. This study based on field study and published research and literature on the subject aims to fathom the trend and consumer preferences to branded and unbranded products and services. Entry of foreign brands has intensified the brand war. The young work force is brand conscious and has no qualms in shifting to newer brands. They are more demanding and choosey on the basis of extrinsic features and intrinsic values. FMCG market comprising of the large number of low priced daily use non durable products fall prey to the unpredictable behaviour of the youth population whose brand loyalty changes with their moods. While some brands like blue lagoon, apache, etc. failed, many like Cadburys, Maruti, Amul, Lux could withstand competition for long periods of time due to innovations sustaining customer attention and loyalty.

2. Rationale of the Study

Kotler (2000) says branding is a major issue in product strategy. Even after two decades of economic liberalization and entry of many foreign brands in India , unbranded products continue to compete with the branded ones. This research study examines the consumer behaviour 1 Krishnan, Pande, & Mule ISSN: 2278-9111

SIT Journal of Management Vol. 2. No. 2. December 2012. Pp. 122-138 towards branded products in the midst of the paradigm changes taking place in the Indian economy.

3. Objective of the study

i) Determinants for customer preferences for branded and unbranded products from primary data analysis ii) Strategies and Conclusions based on primary data and secondary published literature and research studies.

4. Literature review
The American Marketing Association (AMA) defines brand as a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors. Kotler (2000) defined brand as the name, associated with one or more items in the product line that is used to identify the source of character of the item(s) . According to Davis and Dunn (2002) focusing on the latest and greatest advertising campaign meant focusing on the brand. It was always referred to as a series of tactics and never like strategy. According to Cobb-Walgren et al. (1995), high brand equity levels lead to higher consumer preferences and purchase intentions. Farquhar (1989) concludes that high brand equity enables successful extensions, resilience against competitors promotional pressures, and creates entry barriers to competitors. Cunningham (1956) in his study on brand loyalty and store loyalty attempted to find out whether the consumers who are brand loyal are also store loyal. Shopping proneness is another characteristic that has been related to brand loyalty. According to Goldman A. (1976) consumers with relatively lower income do not indulge in extensive shopping as there means are limited. They also make less use of the shopping available. Agarwal A. K. (1983) observed that consumers in general were found to be quite loyal to the brands of frequently purchased items. The store loyalty was also observed to be high albeit
2

Krishnan, Pande, & Mule ISSN: 2278-9111

SIT Journal of Management Vol. 2. No. 2. December 2012. Pp. 122-138 lower than brand loyalty. Albert Merunka (2008) looked at 11 dimensions of consumer love for a brand and brand relationship. Mattilla and Andrew (2008) looked at the influence of emotions on satisfaction and loyalty. Thomson and Park (2005) developed a scale for consumer

attachments that included affection, passion and connection. It did not however examine other dimensions and the impact on brand switching. Bravo Fraj Martenez (2007) observed that more serious and responsible roles make consumers switch over to the brand used by their parents. The available literature and research reveal that brand preference and loyalty is the interplay of factors including emotional and psychological ones. The reviews highlight that in a dynamically changing world, organizations would need to do research on consumer behaviour in a continuous basis more so at granular level to perceive the small imperceptible changes at the incipient stage. In India the pitch is further queered because the urban and rural markets are extremely different and in both the markets people continue to indulge in non branded or local products.

5. Research Methodology
5.1 Coverage of Study This study examines the consumer behaviour towards branded and unbranded products and services and retailers perception of the same with the help of a field survey using structured questionnaire followed by interviews. 5.2 Sampling Design, Sample Size and Data Sources Data and information were gathered from primary source by means of field survey using structured questionnaires containing dichotomous and multiple choice questions covering retail consumers and retailers on random sample basis in Mumbai and Thane and from secondary published sources. The sample size consisted of 50 consumer respondents on a random sample basis. Primary sources included personal interviews for open ended questions. The consumers were interviewed at their homes and offices and on shop floors. Secondary sources included books,
3

Krishnan, Pande, & Mule ISSN: 2278-9111

SIT Journal of Management Vol. 2. No. 2. December 2012. Pp. 122-138 journals, newspapers, websites, and research studies. They are used for literature review and conceptual reference. 5.3 Data analysis A critical qualitative analysis of the data and information were made keeping the objectives of the study in mind. The collected primary data were classified, tabulated and analyzed using statistical techniques. Analytical tools like percentage, cross tabs, graphs and pie-charts were used for analysis and interpretation.

6. Findings of the Study

6.1 Primary Data Analysis 6.1.1 Demographics: Demographics of the sample respondents are as follows.

i. Age Group
Table 1: Age Profile of Respondents Age Group No. % 15-25 yrs 9 18.00% 26-35 yrs 17 34.00% 36-45 yrs 10 20.00% 46-55 yrs 2 4.00% 56-75 yrs 12 24.00% Total 50 100.00%
56-75 24%

Fig 1: Age Profile

15-25 18%

46-55 4% 36-45 20%

26-35 34%

Age-wise distribution of the respondents is given in Table 1 and Fig 1. 18% of respondents were in the age group of 15 to 25 years, 34% in the age group of 26 to 35 years; 20% belonged to the 4 Krishnan, Pande, & Mule ISSN: 2278-9111

SIT Journal of Management Vol. 2. No. 2. December 2012. Pp. 122-138 36 to 45 years age group, 4% belonged to the group 46 or 55 years and the remaining 24% belonged to the 56 to 75 years age group. The sample design is thus fairly wide-spread across all age groups.

ii. Educational Qualification

Table 2: Educational Qualification Qualification No. % Undergraduate Graduate Post graduate Total 22 21 7 50 44.00% 42.00% 14.00% 100.00%
Fig 2: Profile of Educational Qualification

Post graduate 14% Undergraduate 44% Graduate 42%

Distribution of sample respondents Educational Qualification is given in Table 2 and Fig 2. While 44% of respondents were undergraduates, 42% were graduates with the remaining 14% Post Graduates.

iii. Composition of Respondents

Krishnan, Pande, & Mule ISSN: 2278-9111

SIT Journal of Management Vol. 2. No. 2. December 2012. Pp. 122-138

Table3: Composition of Respondents Sex No. % Male 20 40.00% Female 30 60.00% Total 50 100.00%

Fig 3: Composition of Respondents

Male 40%

Female 60%

The sample respondents comprised of 40% males and 60% females.

.iv. Category of Respondents

Table 4: Category of Respondents Category No. % Students 5 10.00% Working men 16 32.00% Working 22 44.00% women Housewives Total 7 50 14.00% 100.00%
Working women 44%

Fig 4: Category of Respondents

Housewives 14% Students 10%

Working men 32%

Table 4 and Fig 4 give the category-wise frequency distribution of the sample respondents. 10% of respondents were students, 32% were working men, 44% working women and the balance 14% housewives.

6.2 Primary Data Analysis of Customer Respondents 6.2.1 Customers Responses to Branded Products 6 Krishnan, Pande, & Mule ISSN: 2278-9111

SIT Journal of Management Vol. 2. No. 2. December 2012. Pp. 122-138 i. Motivation for Purchasing Branded Products

Table 5: Motivators for purchase of Branded Products No. Percenta ge (%) Quality Price Friends, relatives, neighbors Total 39 1 10 50 78.00% 2.00% 20.00% 100.00%

Fig 5: Motivators for purchase of Branded products Quality 78%

Price 2% Friends, relatives, neighbors 20%

Motivating factors for purchasing branded products are given in Table 5 and fig 5. Among the respondents, the primary reason for purchase of branded products is Quality (78%), followed by advices from friends, relatives and neighbors (20%).

ii. Information Sources for Branded Products

Table 6: Sources of Information for Branded Products Respond Percentage ents* (%) Newspapers Television Internet Friends, relatives, neighbors Total * Multiple sources 13 28 11 15 50 26.00% 56.00% 22.00% 30.00% 100.00%
Fig 6: Source of Information about Branded Products
30 25 20 1 5 1 0 5 0
Newspapers Televisio n Internet Friends, relatives, neighbo rs

28

1 3 1 1

1 5

Respondents*

Krishnan, Pande, & Mule ISSN: 2278-9111

SIT Journal of Management Vol. 2. No. 2. December 2012. Pp. 122-138

Customers get information about the branded products from multiple sources. While television (56%) is the major source of information about branded products, the other sources are friends, relatives and neighbors (30%), newspapers (26%) and internet (22%). iii. Legal Protection for Branded Products
Fig 7: Should Branded products have Legal Protection

Table 7: Legal Protection for Branded Products Legal No. Percentage Protection (%) Yes No Neutral Total 35 0 15 50 70.00% 0.00% 30.00% 100.00%

Ne utral 30% No 0% Ye s 70%

From Table 7 and Fig 7, it can be seen that 70% of the respondents are affirmative to legal protection to branded products with the remaining 30% remaining neutral. iv. Company fulfilling customer expectations related to Branded Products
Table 8: Fulfillment of Customer Expectations Customer No. Percentage Expectations (%) Yes No Neutral Total 29 5 16 50 58.00% 10.00% 32.00% 100.00%

It is interesting to note that while 58% of the respondents stated that branded products fulfill their expectations, 42% were either neutral or say No to meeting their expectations.

Krishnan, Pande, & Mule ISSN: 2278-9111

SIT Journal of Management Vol. 2. No. 2. December 2012. Pp. 122-138

v. Product Demand and Brand Extension

Fig 9: Demand increase with extension

Table 9: Product Demand and Brand Extension No. % Yes 26 52.00% No Neutral Total 8 16 50 16.00% 32.00% 100.00%

No 16 %

N e u t ra l 32%

Ye s 52%

Brand extension increases the life span of the branded products. 52% respondents agree that product demand increases with Brand additions while 16% respondent are of the opinion that brand does not lead to product demand. A significant 32% are neutral.

vi. Unbranded Products

Krishnan, Pande, & Mule ISSN: 2278-9111

SIT Journal of Management Vol. 2. No. 2. December 2012. Pp. 122-138

Fig 10: Purchase of Unbranded Products
Table 10: Unbranded Products Unbranded No. Percentage Products (%) Yes No Neutral Total 11 31 8 50 22.00% 62.00% 16.00% 100.00%

40 30 20 10 0
Ye s , 11

No , 31

Ne utra l, 8

No. of Respondents

22% of respondents purchase unbranded products while 62% do not. 16% were neutral. Not meeting the high expectations of the customers from branded products could be reason for consumers continuing to buy unbranded products.

vii. Product Preference

Table 11: Product Preference Preference of No. Percentage Products (%) Branded Unbranded Total 43 7 50 86.00% 14.00% 100.00%

Fig 11: Product Prefrence

Branded 86%

Unbranded 14%

10

Krishnan, Pande, & Mule ISSN: 2278-9111

SIT Journal of Management Vol. 2. No. 2. December 2012. Pp. 122-138 86% of the respondents prefer to buy branded products while 14% prefer unbranded products.

viii. Factors Influencing Purchase of Unbranded Products

Table 12: Motivators for Purchase of Unbranded Products No. Percentage (%) Easy availability Price Quality Any other specify Total 23 13 6 8 50 46.00% 26.00% 12.00% 16.00% 100.00%
12%

Fig 12: Factors influencing purchase of unbranded products

Ea s y a va ila bility P ric e Qua lity Any o the r s pe c ify

16%

46%

26%

The two chief motivators for purchase of unbranded products were easy availability and price.

ix. Comparison of the Factors Influencing Purchase of Branded and Unbranded Products

11

Krishnan, Pande, & Mule ISSN: 2278-9111

SIT Journal of Management Vol. 2. No. 2. December 2012. Pp. 122-138

Table 13: Normalized comparison of Branded and Unbranded Products Branded (%) Unbranded (%) Quality 78 12 Price 2 26 Friends, 20 relatives, neighbors 0 Easy 0 availability 46 Any other 0 specify 16 100 Figs in percentages 100
Fig 13: Branded v/s Unbranded Motivators
80 70 60 50 40 30 20 10 0 2 20 12 0 0 0 Unbra nde d (%) 26 16 46 P ric e F rie nds , re la tive s , ne ighbo rs Ea s y a va ila bility Any o the r s pe c ify 78 Qua lity

B ra nde d (%)

A comparison of the factors influencing purchase of branded and unbranded products indicate different motivators. While quality (78%) is the prime motivator for branded products, easy availability (46%) and price (26%) are the reasons for people going for unbranded products

6.3 Discussions Many people interviewed have one or few unbranded products in their homes. Unbranded PCs are still popular in middle class and in affluent houses. Main attractions for unbranded home PCs are price and availability of freebies. Middle class consider the unbranded PC makers as their friendly neighborhood suppliers, who offer personalized support services. Cell phones are enticing people to the grey market. Many of them have one branded cell phone and for their spouse and children, they buy from the grey market. It is revealed during the personal interviews with respondent consumers that some of them buy branded bath soaps, but for washing utensils and clothes they buy unbranded or local brands. It also emerges from the field survey that while consumers prefer branded luxury products, for items of daily consumables they prefer unbranded products.
12

Krishnan, Pande, & Mule ISSN: 2278-9111

SIT Journal of Management Vol. 2. No. 2. December 2012. Pp. 122-138

Closer examination of the responses of customers to the questionnaire and personal interviews reveals the following: Quality is the prime determinant for purchase of branded products by consumers. Ease of availability and Price are the major motivators for purchasing unbranded products. Only 58% of the respondent customers felt that branded products fulfill their expectations; this could be one of the reasons for unbranded products continuing to be in demand. A significant 30% of respondent consumers feel legal protection is lacking for branded products. A significant segment of consumers (42% of the respondents) feel that branded products do not fulfill their expectations. Another interesting revelation from the field study is that brand extension does not lead to product demand. Company reputation helps sell branded products. Most of the retailers in both organized and unorganized segment stock and sell both branded and unbranded products. Retailers continue to offer discounts and free offers to sell unbranded products. Consumers said that unbranded products are priced lower. Not meeting the high expectations of the customers from branded products appears to be one reason for consumers continuing to buy unbranded products.

7. Strategies
Brand strategy facilitates marketing efforts. All channels of communication such as

advertisement, public relations, internet and social media become in fructuous without a proper 13 Krishnan, Pande, & Mule ISSN: 2278-9111

SIT Journal of Management Vol. 2. No. 2. December 2012. Pp. 122-138 brand strategy. Clear and transparent communication is core to developing a brand strategy. It should help build relationship with the customers. There has to be holistic approach to marketing for brand building. It should encompass vision and mission of the organization, employee participation in brand building, media mix, and product and process innovations. Retailers and marketers should explore internet marketing tools such as blogs, social media, email marketing, webisodes, etc. With advancements in mobile technology and spread of mobile to rural hinterland, mobile marketing tools such as SMS, MMS, etc., can be used to directly reaching out to the customers. The above should complement the other media such as advertisements in newspapers, radio, television, public relations, event sponsorship, etc. Marketers should mix and match marketing efforts, create synergies and to maximize their individual and collective efforts so as to underpin the brand assurance.Brand building requires assessment of competition, consumer preferences, changes in demographics and brand positioning Marketers and retailers can use blue ocean strategy for brand building. They should identify or create products and services for which there is no direct competition. For making the blue ocean strategy more effective especially among the youths, retailers can use personalization tools such as social media e.g., Facebook, Twitter, Flicker, You Tube, etc. and webisodes. Careful analysis of customer reactions and responses and participation can help identify customer expectations and new marketing opportunities. These can lead to product enhancements and product

innovations further strengthening blue ocean strategy. Webisodes is another source for generating new marketing opportunities as part of blue ocean strategy. It can be used for engaging readers, converting them into loyal customers and even as brand ambassadors.

14

Krishnan, Pande, & Mule ISSN: 2278-9111

SIT Journal of Management Vol. 2. No. 2. December 2012. Pp. 122-138 Other marketing tools for catching the eye of the customers and potential customers are email campaigns, interactive TV programs where customers are directly engaged in conversation and SMS competition.Brand management and strategy should encompass a proper mix and integration of the communication channels to enhance brand positioning and facilitate superior brand equity

8. Conclusions
Indian retail market is a great paradox where branded and unbranded products co-exist. Even shops in organized sector stock and sell unbranded products. While the Indian consumers are becoming brand aware and there is discerning shifts towards branded products, the demand for unbranded products and services are still significant. Indian consumers are still steeply ingrained in tradition and use traditional products and practices. Retailers, to withstand competition and sustain their bottom-line, peddle both branded and unbranded products on their shop floors to increase turnover and customer base. Consumers being price sensitive sometimes do not mind compromising on quality. This can become more pronounced during times of inflation. Indian consumers are maturing and retailers find it increasingly difficult to influence their purchase decisions merely with promotional offers. They would need to innovate. Retaining customers has become a challenge due to lifestyle changes, needs and values. Young customers are more demanding and do not mind experimenting and changing to new brands. Retailers therefore have to adopt a mix of marketing and promotional strategies leveraging available technology to withstand competition.

9. Limitations of the Study

15

Krishnan, Pande, & Mule ISSN: 2278-9111

SIT Journal of Management Vol. 2. No. 2. December 2012. Pp. 122-138 The small sample size and sample design are limitations of this Study. The cost and time constraints are also limitations of this study. The study is confined to parts of Mumbai and Thane districts. So the generalization of conclusions of the study may not have universal applicability. But the findings give empirical inputs for a larger study across different market segments.

10. Significance and Scope for Further Research

The findings and conclusions of the study provide an experiential insight in to consumer behaviour in an economy that is in the midst of an upswing. Further the changing demography, socio-economic shifts and upwardly mobile younger generation with shifts in older generation attitude and thinking and behaviour as well signifies the importance of studies such as this to throw up the unexplained and unexplored aspects of consumer behaviour. Pan India research using SPSS and better statistical and sampling techniques would definitely help further understand the psyche of the Indian consumers who are maturing and becoming increasingly brand conscious. Consternations in the Indian market and the ripple effect of changes across the globe and entry of global brands in to India are reasons enough for further scope for detailed studies into various aspects of behaviour of Indian consumers. The research of this nature would help in brand strategy and positioning especially in the vast expanding rural areas where there is pronounced tilt towards local or unbranded products. The challenge before the manufacturers and marketers is making consumers purchase brands instead of products. Their key task is to convert consumer preference and loyalty towards brands.

References
Vijaya Kumar G, Shanthini B N, (2011), A Brand is For Ever, Marketing Mastermind, May 2011, pp 13-16. Pradhumn Kumar, (2011) Role of Online social Networking sites in Branding, Ma rketing Mastermid, May 2011, pp 22-25.

16

Krishnan, Pande, & Mule ISSN: 2278-9111

SIT Journal of Management Vol. 2. No. 2. December 2012. Pp. 122-138

Senthil Nathan C, (2010), Holistic Marketing Approach for Brand building, Marketing Mastermind, November 2010, pp 48-51. Harish B, (2008), The anatomy of Rebranding, Marketing Mastermind, September 2008, pp 26 -31. Ghosal S N (2009), Innovations in Advertising Creating Added Values in Advertising, Marketing Mastermind, November, pp 41-44. Mrudula G P, (2009), Advocacy Advertising Generating Sales by Promoting an Opinion, Marketing Mastermind, January, pp 63-66. Roy S, Lall S, (2008), The New Humour in Advertising, Marketing Mastermind, September, pp 45 -48 Srivastava M K, Kochar B, (2009), Women in Indian Advertising From Lalita to Lolita, Marketing Mastermind, July, pp 29-32. Dadhal C H (2012), An Empirical Study of the Impact of Demographic and Socio-Economic Factors on Brand Loyalty, Journal of Management Outlook, Vol.2, No.1, Jan-June 2012, Pp 46-57. Cunningham R M, (1956), Brand Loyalty, what, Where and How Much?, Harvard Business Rev iew, Vol.34, Jan / Feb. Cunningham S M, (1967), Perceived Risk and Brand Loyalty in Donald Coased Risk Taking Information Handling in Consumer Behaviour, Harvard University Press . Goldman A, (1976), Do Lower Income Consumers have a more restricted shopping scope?, Journal of Marketing, Vol.40, January Albert, Noel, Merunka, Dwight and Vallette-Florance, Pierre (2008), When Consumers Love their Brands: Exploring the Concepts and its Dimensions, Journal of Business Research, Vol. 61, No.10, pp 1062-1075. Bigne, J Enrique, Matilda, anna S and Andreu Louisa (2008), The Impact of Experiential Consumption Cognitions and Emotions on Behavioural Intentions, Journal of Services marketing, Vol.22, No.4/5, pp 303-315. Keller K J, (1993), conceptualizing, Measuring and Managing Consumer-based Brand Equity, Journal of Marketing, Vol.57, No.1, pp 1-27. Krishnamurthy, Lakshman and Raj, S P (1991), An Empirical analysis of the Relationship between Brand Loyalty and Consumer Price Elasticity, Marketing Science, Vol.10, No.2, pp 172-183. Lakshman, Nandani (2004), Wooing Generation Next, Business Standard, http://www.business-standard.com/India/news/wooing-generation-next/152793/. 17 June 12,

Krishnan, Pande, & Mule ISSN: 2278-9111

SIT Journal of Management Vol. 2. No. 2. December 2012. Pp. 122-138

Chaudhari, Arjun & Holbrook, Morris B, (2001), The Chain Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty, Journal of Marketing, Vol.65, No.2, pp 81-93. Ewing, Michael, T., (2000), Brand and Retail Loyalty: Past Behaviour and Future Intentions, Journal of Product and Brand Management, Vol.9, No.2, pp 120-127. Huber, Frank, Hermann, Andreas (2001), achieving Brand and Dealer Loyalty: The case of the automotive industry, The Internationa l Review of Retail, Distribution and Consumer Research, Vol.11, No.2, pp 97-122. Lou, Geok Theng, Lee, Sook Han, (1999), Consumers Trust in a Brand and the Link to brand Loyalty, Journal of Market Focused Management, Vol.4, pp 341-370. Newman, J.W., Werbel, R.A., (1973), Multivariate Analysis of Brand Loyalty for major household appliances, Journal of Marketing Research, Vol.10, No.4, --404-409. Reynolds, K., Arnold, M., (2000), Consumer Loyalty to the salesperson and the store: Examining relationship customers inan upscale retail context, Journal of Personal Selling & Sales Management, Vol.20, No.4, pp.89-97.

18

Krishnan, Pande, & Mule ISSN: 2278-9111