Exploring relationship between product variants and brand loyalty

ISBN-13: 9783659870675 / Angielski / Miękka / 2016 / 76 str.

Mahesh Gadekar

Opis

The present book attempts to review the literature in the domain of marketing management for the construct of brand loyalty with reference to the product variant choice decisions amongst youth. Interestingly, the emerging markets have been witnessing an enormous growth in the retail sector. Variety seeking tendency is now not an exclusive domain of the consumers in the developed countries, rather the consumers around the world especially the emerging markets are more proactive about their preferences. The variety seeking tendency amongst the emerging markets consumers are evolving. The present review explore the relationship through a review of brand loyalty and product variants.

O autorze

Dr. Mahesh Gadekar is Associate Professor in Marketing and Economics. He has earned his Ph.D. from SP Pune University, Pune in the faculty of Management. He has done his Masters in Economics and Management. He has over 14 + years of teaching experience. His research interests are consumer behavior, product development and branding.