Brand Loyalty Among the Customers towards Branded Shirts

Dr.K Rajamani, Mrs. S Suganya, Ms.M Karthika
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Abstract

THE RESEARCH IS ABOUT BRAND LOYALTY AMONG THE CUSTOMERS TOWARDS BRANDED SHIRTS. THE OBJECTIVE OF THE STUDY IS TO FIND OUT THE MOST PREFERRED BRAND IN SHIRTS BY CUSTOMERS, AND THE FACTORS THAT INFLUENCE THE CUSTOMERS TO PURCHASE BRANDED SHIRTS. THE DATA HAS BEEN COLLECTED FROM 385 CUSTOMERS BY USING A STRUCTURED QUESTIONNAIRE. AND THE DATA WAS COLLECTED FROM COIMBATORE AND MADURAI. WE USED THE STATISTICAL PACKAGE FOR SOCIAL SCIENCES (SPSS) ASSISTED FOR DATA ANALYSIS. THE DATA COLLECTED WERE ANALYSED BY USING STATISTICAL TOOL SUCH AS AVERAGE, CHI SQUARE, AND REGRESSION. THE FINDINGS SHOW THAT OTTO IS THE MOST PREFERRED BRAND IN SHIRTS. AND THE FACTORS LIKE BRAND LOYALTY, BRAND AWARENESS, AND BRAND ASSOCIATION ARE INDEPENDENT VARIABLES THAT ARE STATISTICALLY SIGNIFICANT. Keywords: Customers, Brand Loyalty, Branded Shirts, Shirts.
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顾客对品牌衬衫的品牌忠诚度
研究内容是顾客对品牌衬衫的品牌忠诚度。研究的目的是找出顾客最喜欢的衬衫品牌,以及影响顾客购买品牌衬衫的因素。数据是通过结构化问卷从 385 名顾客那里收集的。数据收集地点是哥印拜陀和马杜赖。我们使用社会科学统计软件包(SPSS)辅助进行数据分析。我们使用平均值、卡方差和回归等统计工具对收集到的数据进行了分析。结果表明,奥托是最受欢迎的衬衫品牌。而品牌忠诚度、品牌知名度和品牌联想等因素是自变量,在统计学上具有显著意义。关键词客户、品牌忠诚度、品牌衬衫、衬衫。
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