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Impact of Brand Loyalty on Consumer Behavior towards Grocery Trade: With Special Reference to Solapur City


Dr. Pritam P. Kothar , Bharati Vidyapeeth(Deemed to be Univeristy,Pune) AKIMSS Solapur; Prof. Shivganga Maindargi, Bharati Vidyapeeth (Deemed to be University),Pune


Brand Loyalty, Retail Industry Consumer Attitude towards Brand Grocery in Solapur City


India’s retail industry is witnessing revolution and positioned as favorable destination for investment. The Indian retail industry has emerged as one of the most dynamic and fast-paced industries due to the entry of several new players. It accounts for over 10 per cent of the country’s Gross Domestic Product (GDP) and around 8 per cent of the employment. India is the world’s fifth-largest global destination in the retail space due to increase in income level, urbanization, fast changing IT and Communication technologies. On the other hand consumer buying behavior in not a new baby for us but its importance is increasing day by day due to change in market conditions and increase in Competition. In today’s competitive environment development of brand loyalty amongst customers is a big challenge in front of business unit. This paper aims to determine effect of brand loyalty on each dimensions of consumer buying behavior related to retail trade in Solapur City. It is found from the study that in retail industry as per as grocery trade is concerned still customers are giving preference to prize and test whereas Packaging flavor and appearance doesn’t play important role. Most of customers knows brands available in markets and doesn’t show willingness to switch their brand.

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Manuscript Id :IJSTEV5I7002
Published in :Volume : 5, Issue : 7
Publication Date: 01/02/2019
Page(s): 7-14
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