Authors : Byula R

Volume/Issue : Volume 8 - 2023, Issue 8 - August

Google Scholar : https://bit.ly/3TmGbDi

Scribd : https://tinyurl.com/2p836447

DOI : https://doi.org/10.5281/zenodo.8320654

Abstract : The research paper focuses on the study on impact of brand loyalty on consumer buying behavior among the college students. Customer loyalty can be defined as a person’s willingness to interact with and buy from a specific company on an ongoing basis. It is the analytical study focuses on factors that affects the buying decision and contribution of brand loyalty on consumer buying behavior among the college students. It is a self- prepared questionnaire based on the objective. The sample size of this study is 112 respondents among the college students. In that 83 respondence from female and 29 respondence is from male was collected. It is a percentage-based study analyses the loyal customers for particular brands, influence of price and quality, factors affecting to buy branded products and students ‘contribution on brand loyalty. The research found that brand loyalty has a positive association among the students. Price, quality and brand image will influence most to purchase branded products. This study concludes that impact of brand loyalty on consumer buying behavior.

Keywords : Brand, Brand Loyalty, Consumer Behavior, Factors of Consumer Behavior, Products, Quality, Price, Purchase, Brand Image, Decision Making.