Impact of brand loyalty on consumer buying behavior in Punjab University's Hostels

Abstract

This research study looks as impact of brand loyalty on consumer buying behavior on people who live in big cities but belong to small cities. In this research study, 500 respondents form Lahore asked questions about impact of brand loyalty on consumer buying behavior. Data was collected quantitatively. The findings showed that all hypotheses are supported and found that brand loyalty has great effect on consumer buying behavior. Brand loyalty has some dimensions which are product price, product quality, brand image, promotion and product design. This research concludes that all dimensions of brand loyalty positively influence consumer buying intention. Among all dimensions, product price has great influence on consumer buying intention than any other factor and product quality has low influence on consumer buying intention than any other factor. In short, more or less all dimensions of brand loyalty are influencing consumer buying behavior.