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Brand loyalty is the inclination of a consumer towards purchasing from a particular brand persistently in presence of other competing brands, irrespective of the changes in the market. The behavior of the consumer is such that they are willing to pay any amount, regardless of the possible inconveniences like high prices, scarce supply or better alternative products or services.

Brand loyalty gives the brand a persistent number of customers in the economy, even during various environmental anomalies within the market. Perception regarding a brand forms as a consumer buys a definitive product from a brand and uses it.

Factors that affect brand loyalty

  • Fundamental Essence: The fundamental facts and features offered by the brand is the necessary criteria for influencing customer’s buying decision. If the brand is completely able to meet all the features that they emphasize as a customer’s need then it would help them to generate loyalty. The quality of the product should be of good standard and ought to be equal or better in each offering to create a prolonged influence on the consumers.

  • Satisfaction of the customer: Satisfaction adds value to a brand’s reliability. It is an important indicator regarding a consumer’s purchasing intentions. Customer satisfaction data provides a brand with market perception of its products.

  • Market research: It is the vital aspect needed to influence the consumer's decision. The market is always in flux and the dynamic needs of the consumer is a necessity that must be addressed by a brand to achieve loyalty. Research helps in understanding the shifting needs of the market and which factors influence a customer to buy a certain product. It helps the marketing team understand the flaws in the portrait of their brands. It also helps other departments of that particular brand to understand the requirements of their prospective customers and build better products.

  • Demographics: Various academic research based on the psychology of the human’s cognitive mind found that middle-class and upper-middle-class people are more likely to be loyal towards a brand than affluential people. Reasons for this particular factor could be the uncertainty of the consumer regarding alternative brands, prolonged use of a particular brand, or uncertainty regarding price and quality of the products of other brands.

  • Commoditization: When the products and services of a brand become common it generates a sense of reliability among its customers. The commodification of a brand is based on the efficient performances of their offered commodities and satisfaction of the customers.

Methods for achieving brand loyalty

  • Loyalty program: This is the most effective process to guarantee long-term loyalty from the customers. Rewards are provided through loyalty programs to attract the attention of the existing customers to compel them to buy more of the brand.

  • Brand ambassador: Affluent and popular celebrities are often engaged to represent a brand. The adverts created by the brands act as an attraction for the clientele and often customers are biased towards the brand represented by their ideal celebrity.

  • Word of the mouth: It is the free form of marketing and is done by the customers themselves. Loyalty towards a particular brand is reflected in their daily conversation. The customers themselves market the brand consciously or unconsciously by recommending it to others.

  • Consumer trends and research: Research on the trending factors in the consumer’s preferences and their requirement data helps in building a preferable image of the brand and consumer’s loyalty

  • Digital Marketing: The Internet has emerged as the major marketing platform as the majority of the people spend a huge amount of time online. They gather the majority of the information on social media and are aware of different brands. This is the best and cheapest method of attracting consumer’s attention toward a brand by analyzing the customer’s need from their online information.

  • Reviews from eminent personalities: It helps in generating a sense of reliability among the prospective customers and influences than to buy from the same brand continuously. 

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