A Study on the Association between Advertisement and Brand Loyalty for Home Appliances in Madurai

Abstract

When a market is having more varieties and substitutes for a product, then customers have the option to choose the best among alternatives. Majority of companies are trying to pull customers towards them and they use all possible method. Among them, advertising is the main tool used by almost all companies in India. This study is based on a survey of 256 customers in Madurai to study the association between advertisement and brand loyalty for home appliances in Madurai.

The results show that different age groups and sex of respondents are not influenced by advertising at the time of purchase of home appliances. Advertising serves as a key tool for creating product awareness and help potential users to take a final decision to purchase. Celebrity and promotional offer in the advertisement are the influencing factor to prefer a specific home appliance brand. Therefore, this paper aims to explore the "Association between advertisement and customer brand loyalty towards home appliance at Madurai.