Factors Determining Customer Loyalty in Affordable Luxury

The research study is about factors determining customer loyalty in affordable luxury, customer loyalty is a positive attitude that drives the customer to visit the company, brand or product again. Affordable luxury is a new sector in every industry which is formed due to the mass players producing high quantity and leading to an economy of scale causing lower prices of the product which is of same or almost equal to a quality of a premium luxury brand. The objective of the study is to help organisation understand the most important factors that would impact the customer loyalty and being in the relationships of factors such as Income level, Satisfaction level, Gender, Age generations, Loyalty factors, “made with high quality materials”, “The brand's Name/Ethics/Image itself”, “Ambience and size of washroom” and “Socio-economic level image of the company” which was given attention in the research after analysis. The purpose of this study was to obtain a customer point of view a questionnaire was developed to statistically test the various factors influencing customer loyalty. A questionnaire was used as a tool and was circulated using the online Google forms to various respondents on a random basis globally and received 355 responses between 12/5/2018 to 12/13/2018. Statistical calculations were done by finding out mean, standard deviation, percentage, mode, mean sample paired t-test, Results were found out, which shows that there is a high relationship between “gender and interest towards affordable luxury item”, “generations and factors relating not visiting the store again”, “income and factors relating to customer being happier spending more money in picking up an affordable luxury product over a high street brand”, “income and factors relating to customer being happier spending more money in picking up an affordable luxury product over a high street brand.”