An Analysis of the impact of Promotional strategies on Brand Loyalty in Retail Segment in India

The retailing industry has provided a tremendous growth and opportunities and has a prominent impact on the economy because of high volume of sales generated and the number of employment it has created. Retailers perform a variety of functions such as product assortment, providing information, handling merchandise and completing transactions. The electronic media has become more effective in all segments of retail with brand awareness. The high cost of attracting new customers on the Internet and the relative difficulty in retaining them make customer loyalty an essential asset for many online vendors. Therefore companies depend in the factors like as availability, quality, after sales service, brand image, positioning, promotion etc. Retail buying behavior is mainly becoming brand oriented in metros has extended itself in smaller towns also. The demanding consumer can be difficult to read for local as well as branded retail organizer. This paper tries to analyze reason effecting brand loyalty.