FACTORS INFLUENCING REPEAT PURCHASES AND BRAND LOYALTY – AN EMPIRICAL VIEW

Abstract

Brand loyalty is a critical factor for businesses looking to secure long-term success and sustainable growth, especially in today’s competitive and fast-evolving markets. It refers to the consistent preference for a brand by consumers, driven by positive experiences, emotional connections, and repeated purchases. Understanding the factors that influence brand loyalty and repeat purchases is essential for businesses aiming to foster customer retention and minimize marketing costs. This paper explores the various factors that contribute to brand loyalty, with a particular focus on how they affect repeat purchase behavior in the Indian market. In India, the influences on brand loyalty are multifaceted, shaped by cultural values, economic factors, social influences, and emotional connections. Key drivers of brand loyalty in India include product quality, price sensitivity, trust, brand reputation, customer service, and social influences. Consumers often develop strong bonds with brands that align with their personal values, offer consistent product quality, and provide value for money.