The Inferences drawn and evidences obtained from the present exploratory
endeavour when examined against the objectives of the study bring out to the fore
certain interesting as well as useful conclusions:
Every study necessarily serves two basic purposes. Firstly it helps the expansion of
the existing knowledge about the phenomenon. Secondly, the new knowledge so
derived is put to use by some segment/s of the society. Viewed from these two
perspectives, this study is also no exception.
From the academic stand point, it provides better insight into the inner
world of the consumers, their purchasing process and buying behavior. Besides the
specific objective of finding out whether brand loyalty exists in sufficient measure
with women consumers in India at large and the state of Gujarat in particular with
respect to the purchase of skincare cosmetics has been answered in affirmative. The
findings of the present study prove beyond doubt that Brand Allegiance is very much
in sufficient magnitude amongst Consumers in the State of Gujarat. Such a
conclusion also establishes beyond doubt that in FMCG purchases, consumers in
India behave almost in identical manner to their counterparts in other countries.
The pattern of Brand Loyalty observed though was mainly Split or
Multiple Brand Loyalty with a Few Hard Core Loyals too. The researcher feels, Out
of Stock Condition of the Consumers‘ Favorite Brand in Stores or the Deterioration
in the Quality of their Favorite Brands are the major causes of Split Loyalty amongst
the Sample and Desire to try Different Brands a major cause of Multiple Brand
Loyalty
The Inferences drawn and evidences obtained from the present exploratory
endeavour when examined against the objectives of the study bring out to the fore
certain interesting as well as useful conclusions:
Every study necessarily serves two basic purposes. Firstly it helps the expansion of
the existing knowledge about the phenomenon. Secondly, the new knowledge so
derived is put to use by some segment/s of the society. Viewed from these two
perspectives, this study is also no exception.
From the academic stand point, it provides better insight into the inner
world of the consumers, their purchasing process and buying behavior. Besides the
specific objective of finding out whether brand loyalty exists in sufficient measure
with women consumers in India at large and the state of Gujarat in particular with
respect to the purchase of skincare cosmetics has been answered in affirmative. The
findings of the present study prove beyond doubt that Brand Allegiance is very much
in sufficient magnitude amongst Consumers in the State of Gujarat. Such a
conclusion also establishes beyond doubt that in FMCG purchases, consumers in
India behave almost in identical manner to their counterparts in other countries.
The pattern of Brand Loyalty observed though was mainly Split or
Multiple Brand Loyalty with a Few Hard Core Loyals too. The researcher feels, Out
of Stock Condition of the Consumers‘ Favorite Brand in Stores or the Deterioration
in the Quality of their Favorite Brands are the major causes of Split Loyalty amongst
the Sample and Desire to try Different Brands a major cause of Multiple Brand
Loyalty
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