Title: Impact of brand selection on brand loyalty with special reference to personal care products: a rural urban comparison

Authors: Sakshi Sharma; Maninder Singh

Addresses: P.G. Department of Commerce and Business Administration, Khalsa College, Amritsar, 143002, India ' Department of Management Studies, Amritsar College of Engineering (ACET), India

Abstract: Although rapid growing personal care trend presents a huge opportunity in personal care products segment, still marketers are facing some difficulties in achieving destination. In the light of the fact that, personal care product markets in rural and urban India is an unexplored area, this study focused to discover, understand and distinguish the brand selection dimensions that influence rural and urban consumer's brand loyalty. In this study, the brand selection dimensions of respondents towards personal care products have been analysed and efforts have been made to identify association between brand selection dimensions and brand loyalty of respondents. This study finds some similarities along with much dissimilarity in brand selection dimensions and its impact on brand loyalty among rural and urban respondents.

Keywords: brand selection; brand loyalty; personal care products; rural-urban.

DOI: 10.1504/IJICBM.2021.113017

International Journal of Indian Culture and Business Management, 2021 Vol.22 No.2, pp.287 - 308

Received: 07 Sep 2019
Accepted: 18 Jan 2020
Published online: 15 Feb 2021 *

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