Abstract
The article tries to find out the satisfaction and brand loyalty towards durables. Two objective of this study is reached through proper methodology. Sample size was 50 in all obtained through convenience sampling technique in Chennai. Researcher designed questionnaire is with 5 point scale in the continuum of agreeing.
Reliability of this tool is 0.82 and 0.88. Path analysis was used for data analysis. The path analysis found that there is influence of brand preference and factors determining purchase of durables on customer satisfaction towards
durables. The study also found that there is influence of customer satisfaction on brand loyalty towards durables. Hence, it is concluded that the manufacturer should be given greater importance and products which are most necessary for them with all the required features for them have to be produced and marketed.
Keywords: Convenience sampling technique, customer satisfaction, brand loyalty, brand preference and factors determining purchase of durables.
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