• Sandhya M
• Dr.Franklin Prakash Salvi
• Lokeshnath B

Modern marketing is driven by the principle of the consumer-centric and present-day marketers initiate innovative methods to win the confidence of the consumers. The consumer makes careful purchasing decisions based upon several inputs especially if he uses a lot of data available on the internet. Several factors will influence him in making the purchasing decisions. Once the consumer is satisfied with the products in terms of desired and expected benefits from using the products, he will be loyal to the brand and continue to patronize the same brand over several years. This kind of repeat purchase will definitely boost the growth of the marketer. In regard marketer venture several strategies to keep the loyal consumers and attempts to preventive check from switching to other brands. Therefore, marketers need to identify the factors that will motivate consumers to remain with the same brand over a fairly longer period of time. Psychological and Sociological factors are also greatly responsible factors in making purchasing decisions among several other factors. The present study examines the psychological and sociological factors influencing buying decisions and the study also cookbooks which factors are intervening with buying behavior of the consumer. The study also analyzed the impact of these factors in buying behavior of the consumer. More importantly study focuses on the brand loyalty of the consumers towards a particular product and the present study therefore traces the Psychological and Sociological factors that will contribute towards building better brand loyalty among the consumers. The demographic characteristics of the consumer will also play a vital role in the buying decision and retaining with the same brand over a period of time. As age progresses the need and preference of consumer changes. The advancement of the age of the consumers will build a knowledge mechanism, which enhances the experience of the consumers towards becoming prudent consumers. Based on this premise, the present study will explore the relationship between age and brand loyalty while making a purchase decision. It will also analyze the extent of the age factor responsible for building brand loyalty among consumers. Based on the age and brand loyalty relationship, the study will examine the relevance of the progress of age of consumers responsible for the creation of brand loyalty. The study found that age and brand loyalty are positively related and it said that progress of the age will enhance the creation brand loyalty. It also revealed from the survey men are more loyal to branded products whereas women tends to lean over economical ability of product rather than the brand.

Brand Loyalty, Consumer Behaviour, Senility, Sociological Factors, Psychological Factors

"Consumer Behaviour towards Brand Loyalty: A Study on Senility of Consumers Affecting Consumer Purchasing Decisions", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 8, page no.f525-f538, August-2021, Available :http://www.jetir.org/papers/JETIR2108670.pdf

"Consumer Behaviour towards Brand Loyalty: A Study on Senility of Consumers Affecting Consumer Purchasing Decisions", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 8, page no. ppf525-f538, August-2021, Available at : http://www.jetir.org/papers/JETIR2108670.pdf