Brand loyalty and brand patronization are important aspects of the
retail business, particularly when it comes to products with a long
history of use and consumer loyalty like talcum powder. This study
explores the complexities of brand loyalty in the context of talc for both
consumers and retailers. Successful brand patronization strategies
concentrate on creating meaningful connections, utilizing digital
platforms for engagement, and creating a positive brand experience. In
this study, the relationship between dependent variable and
independent variable are taken with certain factors. This research
study is descriptive in nature. Data are collected through a structured
questionnaire and analyzed using SPSS software. A questionnaire was
constructed for the retailers dealing in talcum powder. The participant
is asked to strongly agree or Strongly Disagree with each statement and
each response is given a numerical score to reflect its degree of attitude
favorableness. The population size of retailers is known. A total of 260
retailers were investigated. The tools used for analysis are Regression,
weighted average. Further, advertisement will make people who are not
aware about the product make a purchase. The retailers expect profit
margins, quantity discounts and offers from the company whereas they
say that their consumers need premiums for the product. The
preference of other brand is due to quality, fragrance, brand, price. The
trade promotions which motivate the retailers profit margin, coupons,
danglers, wholesale bonding and in-store displays which may
eventually increase the sales of the talcum powder which will be the
only motive of a retail store.
Praveen Paul Jeyapaul, Vaishnavi N , Kishore
Mepco Schlenk Engineering College, India
Brand Patronization, Talcum Powder, Retailers, Customers, Loyalty, Marketing Strategies
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| Published By :
ICTACT
Published In :
ICTACT Journal on Management Studies
( Volume: 10 , Issue: 3 , Pages: 1705 - 1710 )
Date of Publication :
August 2024
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19
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