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A Study of the Relationship between Repurchase and Brand Loyalty for Ice Cream of Amul and Saras in Jaipur City


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1 School of Business and Management, Jaipur National University, Jaipur, India
 

The success of a firm largely depends on the firm's capability to attract consumers and retain them by making them Brand Loyal. Brand Loyalty to a particular Brand reduces the marketing cost as the cost of attracting a new customer is found to be six times higher than the cost of retaining an old one. Our study on the relationship between Repeat purchase and Brand Loyalty for ice cream, is one of the thought about subjects, as, to what level a buyer purchases can it be considered as Brand Loyal. The Study highlights the various levels of Brand Loyalty which gives importance to Repurchase and the attributes to which a consumers gives more preference for buying an ice cream.

Keywords

Brand, Brand Loyalty, Customer Satisfaction and Repurchase.
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  • A Study of the Relationship between Repurchase and Brand Loyalty for Ice Cream of Amul and Saras in Jaipur City

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Authors

Tulika Sood
School of Business and Management, Jaipur National University, Jaipur, India
Suneeli Anand
School of Business and Management, Jaipur National University, Jaipur, India

Abstract


The success of a firm largely depends on the firm's capability to attract consumers and retain them by making them Brand Loyal. Brand Loyalty to a particular Brand reduces the marketing cost as the cost of attracting a new customer is found to be six times higher than the cost of retaining an old one. Our study on the relationship between Repeat purchase and Brand Loyalty for ice cream, is one of the thought about subjects, as, to what level a buyer purchases can it be considered as Brand Loyal. The Study highlights the various levels of Brand Loyalty which gives importance to Repurchase and the attributes to which a consumers gives more preference for buying an ice cream.

Keywords


Brand, Brand Loyalty, Customer Satisfaction and Repurchase.

References