A Study of Psychological and Behavioral Correlates of Brand Loyalty

Abstract

The study aimed at understanding psychological variables and behavioral variables having their effect on brand loyalty particularly in terms of food & grocery private label brand in Indian market. A number of psychological variables and behavioral variables were taken up from an established scale developed by Prof Scot Burton, University of Arkansas, available in public domain for the study. It was found that the psychological variables and behavioral variables both have impact on loyalty towards private label brands. It shows consumer thought process maturing towards private brands