Comparative Study of Customers Brand Loyalty towards Products of Selected Retail Outlets in Eastern Uttar Pradesh

Brand loyalty is considered as bread and butter of business. Customers Brand loyalty is important subject matter in this competitive environment to discuss the future performance and stability of the outlets. Every retailer focus on enrich status and numbers of loyal customers and retain existing customers. The most of retail outlets shut down due to low customers’ loyalty toward brand or products. The objective of paper to do comparative study of status of brand loyal customers of the selected retail outlets and prepare strategy to build brand loyalty because 20 percent of a business’ existing customers generate 80 percent of its profits. This paper compared brand loyalty of two prominan retail outlets of eastern Uttar Pradesh.