BRAND CENTRIC TRANSMUTATION: A WAY TO ENHANCE CUSTOMER'S LOYALTY IN FASHION RETAIL MARKET

Purpose: Customer-centric brands always explore different ways to derive the attention of potential customers and impel them to buy different products or services. Amazon, IKEA and Zappos etc are prime examples of customer-centric organizations that have expended years building a community around the consumer to understand their needs. Therefore, it becomes imperative for organizations to attract new customers and keep existing customers loyal to them by way of creating brand loyalty and this influence relies on whether customers are brand centric or not.Design/methodology/approach: A survey was conducted on 430 respondents from east and south Bangalore city. The interpretation was analysed based on the factors like brand popularity, brand image, quality perception etc. with the help of exploratory factor analysis (EFA) and linear regression method.Findings: The interpretation was analysed based on the factors like brand popularity, brand image, quality perception etc. The result demonstrated that brand association was the utmost important factor that influences consumer decision making regarding the influence of brand centrism. The regression results also articulated that brand consciousness, brand loyalty and price sensitivity were the other significant factors influencing their decision in fashion retail market.Originality/value: The study was conducted by formulating objectives, collection of qualitative data through a series of survey questions with the help of exploratory factor analysis (EFA) and linear regression method.