A Study on Impact of Brand Loyalty on Consumer Buying Behavior: Among the College Students

The research paper focuses on the study on
impact of brand loyalty on consumer buying behavior
among the college students. Customer loyalty can be
defined as a person’s willingness to interact with and buy
from a specific company on an ongoing basis. It is the
analytical study focuses on factors that affects the buying
decision and contribution of brand loyalty on consumer

buying behavior among the college students. It is a self-
prepared questionnaire based on the objective. The

sample size of this study is 112 respondents among the
college students. In that 83 respondence from female
and 29 respondence is from male was collected. It is a
percentage-based study analyses the loyal customers for
particular brands, influence of price and quality, factors
affecting to buy branded products and students
‘contribution on brand loyalty. The research found that
brand loyalty has a positive association among the
students. Price, quality and brand image will influence
most to purchase branded products. This study
concludes that impact of brand loyalty on consumer
buying behavior.