Impact of multiple factors on Brand Loyalty of Apparel Sector in Pakistan

Abstract

The study is conducted in order to understand how multiple factors including product prize, customer satisfaction, perceived quality, domination of alternatives and brand image can influence on the brand loyalty of one of famous textile brands of Pakistan. Brand loyalty is considered one of the major contributor in generating sales for the larger brands in Pakistan. The research is quantitative in nature and employed close-ended questionnaire in order to collect 200 responses from the customers of Gul Ahmed in Pakistan. The researcher has hence found that, there is a significant but weak relationship between product prize and brand loyalty, there is a significant but weak relationship between domination of alternatives and brand loyalty, there is a significant but weak relationship between brand image and brand loyalty. However, the moderate significant relationship was observed between perceived quality and brand loyalty in this scenario. It can also be concluded from the study that, customers are more inclined to those brands especially in apparel sector, whose perceived quality is better than their competitors.

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