( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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A STUDY ON BRAND LOYALTY TOWARDS FAIR AND LOVELY FAIRNESS CREAM WITH REFERENCE TO WOMEN AT BENGALURU CITY

    2 Author(s):  DR.SUMITHRA SREENATH, DR. NIRMALA M

Vol -  9, Issue- 10 ,         Page(s) : 75 - 85  (2018 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

Winning brands are the cash cowfor company’s growth and development. The study completely focuses on the successful brand ofUnilever’s fairness creamnamed Fair and Lovely. The fairness cream is existing in the market since 1970’s. This product enjoys a huge market share in the south India. This study has been conducted in Bengaluru city and primary data has been collected from the respondents who use the fairness cream. Both primary data and secondary has been included as a part of the study. The research instrument used to collect data is structured questionnaire, Likert scale of 1-5 measure has been used to capture the responses. 124 is the sample size of the respondents from whom the data was collected.The findings reveal that there is an impact on the chosen variables like brand trust and brand value upon brand loyalty.

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