• Dr. K. RAJARAJESWARI

ABSTRACT Various studies have been carried out to understand what constitutes loyalty towards a brand. Early researchers focused on repurchase behavior as a measure of loyalty towards a brand. This singular focus on repeat buying as the only indicator of customer loyalty towards a brand meant that it was assumed that big brands in terms of market share were the ones that had the most brand loyal customers. This created the "Double Jeopardy" phenomenon for smaller brands, i.e. not only do they have fewer users but their users buy/use them less frequently. Alternative approaches of looking at brand loyalty have been suggested in recent times. These studies have pointed out that repurchase behavior may be more of a result of the constraints facing the customers like the brand being the only one available at the store near their home, rather than because of a conscious effort on their part to stick with one particular brand. Thus researchers in recent times have focused on analyzing and comprehending another dimension of brand loyalty, viz. Attitudinal Loyalty (referred to as Mental Loyalty in certain studies). This loyalty construct instead of focusing on whether or not a consumer repurchases a product looks at the consumer's perception of the brand. Now stress is laid on going beyond just achieving behavioral loyalty but establishing attitudinal loyalty to ensure a long-term relationship with the customer.

Key Words: Brand loyalty, FMCG products , customers

"Dr.K.RAJARAJESWARI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 1, page no.d380-d391, January-2022, Available :http://www.jetir.org/papers/JETIR2201349.pdf

"Dr.K.RAJARAJESWARI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 1, page no. ppd380-d391, January-2022, Available at : http://www.jetir.org/papers/JETIR2201349.pdf