Author(s): Aakash J Incheckal
The aim of this research paper is to examine the impact of various factors on brand loyalty for soft drink brands in Chennai. The study has considered parameters such as sensorial, affective, intellectual, customer satisfaction, brand trust, age, gender, and income as potential predictors of brand loyalty. The research methodology employed for this study involved a large-scale survey. The survey used a convenience sampling method, where participants were selected based on their availability and willingness to participate. The survey was administered using google forms, and participants were invited to complete the survey through social media platforms and email. The data collected from the survey was analysed using the SPSS tool. Descriptive statistics was used to summarise the data. The findings of this study are expected to provide valuable insights to marketers in the soft drink industry, enabling them to develop more effective strategies to enhance brand loyalty among consumers.