Journal of Management Research
Volume 23, Number 2 (July- December 2023)
ISSN: 0972-5814 Online ISSN: 0974-455X
An Empirical Analysis of Brand Image and Customer Loyalty on the Preferences of Indian Consumers Regarding Indian and Global Apparel Products
Syed Ali Zuhair Zaidi and Ehtesham Ahmad
| Abstract |
This study investigates the influence of brand image and customer loyalty on the buying preferences of Indian consumers in the context of Indian and global apparel products. The key variables focused on in this study are brand name, brand representation, brand nativeness, repeat purchases, positive word of mouth, and brand loyalty. A comprehensive analysis of these variables was conducted to gain insights into consumer buying preferences. The study employed a quantitative approach and data was collected from 487 respondents.
Descriptive analysis and paired difference analysis were utilized to examine the influence of brand image and customer loyalty on consumer buying preferences. The study found that Indian products and brands hold a slight advantage in terms of repeat purchases and positive word of mouth compared to global products and brands. The study also examines the loyalty of Indian consumers toward Indian-branded and international-branded apparel products. It was found that the brand preference of more than half of the consumers is affected by the ‘Made in India’ product tag, and they exhibit more loyalty toward Indian brands as compared to global/international brands. The study provides key input for Indian apparel retailers to equip their growth and potential in the garments and apparel market in India. The study adds to the body of knowledge about
consumer buying behavior and their preferences for local vs. international products in the Indian apparel market.
