A Study on Factors Affecting Brand Loyalty of Consumers towards Smartphones with Special Reference to NCR of India

Author: Bindal, Shuchi & Agarwal, Santram

Abstract:
The aim of this research study is to examine the vital factors that affect the brand loyalty of consumers towards smartphones. In the present era of digitalisation and continuously developing information technology, smartphones have become an important necessity of everyone life. The passion for gadgets amongst the consumers is increasing day by day and it is providing an opportunity to telecommunication marketers to frame their marketing policies and strategies accordingly to make an distinct brand image of their product. Technology is so advance now that it has shortened the life span of smartphones. This research study is undertaken to study the key factors that influence the brand loyalty of consumers towards smartphones. To serve this purpose, primary data as well as secondary data has been used. A sample of 200 respondents from two NCR of India named Meerut and Noida city of Uttar Pradesh has been collected. The general information about the smartphone users was collected using a convenient sampling method. A structured questionnaire has been exclusively designed for collecting primary data besides some personal interview were also conducted in this regard. Existing literature has also been studied and used to to understand the previous research work in more depth. Conclusion derived from this research study reveals that brand trust, brand image, product quality, perceived benefits, brand trust and latest and advanced features etc. are the most significant factors that play an important role in creating and maintaining brand loyalty amongst smartphone users.

Keywords: Brand image, Brand loyalty, Smartphone users, Consumer satisfaction, loyal Consumers, brand awareness.

DOI:

International Journal of Trade & Commerce (Vol: 11 Issue:1)