| SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 9 |
NO. 1 |
PAPER 2 |
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IMPACT OF SOCIAL FACTORS ON BRAND LOYALTY OF RURAL BUYERS TOWARDS BATH SOAP
(A case study of Chittoor District in Andhra Pradesh) |
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| C. Saradamma Mamilla* and Rajasekhar**
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| * Research Scholar, Dept. of Commerce, Sri Venkateswara University, Tirupati, Andhra Pradesh, India. |
| ** Professor, Dept. of Commerce, Sri Venkateswara University, Tirupati, Andhra Pradesh, India. |
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| The Rural India accounts for 53 per cent of total market for FMCG products and stands as a big attraction to their marketers. Brand Loyalty is an important component of rural marketing strategy and it is a major requisite to foster brands’ assets. The development of a brand name entails a complex structure which must be understood in order to build a strong brand. This study aims at analyzing the major social factors on brand loyalty of rural buyers towards bath soap. The results of the study highlight the impact of social factors such as reference groups including friends, celebrity and mother, main bread winner in the family and own shopping, affordability, self-decision and interest to lead simple life, on the brand loyalty of rural buyers towards bath soap that they used. It can be concluded that the brands are successful because rural buyers preferred them to ordinary bath soap products |
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