Factors Affecting Brand Loyalty in Pakistan's Female Ethnic Clothing Sector: A Case Study on Ideas

Abstract

The growing number of competitors and varied demands of consumers made it more challenging for the organizations to achieve loyalty. Indeed, brand loyalty is today one of the most important priorities in marketing strategies. Therefore, this study intended to identify factors affecting brand loyalty in the female ethnic clothing sector of Pakistan: A Case Study on Ideas by Gul Ahmed. The research variables were product price, customer satisfaction, consumer’s perceived quality, and dominations of alternatives and brand image which could significantly influence brand loyalty. The study applied quantitative research method and selected 200 respondents from Karachi city. The study found that entire variables, including product price, customer satisfaction, perceived quality, dominations of alternatives, and brand image have significant impact on brand loyalty. Therefore, the organization needs to maintain a high degree of consistency between prices and product grades and pay close attention to quality and meet customer needs as well as improve customer service. High-quality customer service will add points to the brand image. Professional words and friendly tone are all ways to make a good impression on customers. Develop standardized and standardized pre-sales and after-sales processes.