📄 Abstract
In the modern competitive environment of the smartphone industry, it is necessary to understand what drives brand loyalty to ensure commercial sustainability. This study investigates the relationship between some product attributes and predictors of brand loyalty among Samsung mobile customers in Coimbatore, Tamil Nadu. Informed by a mix of established consumer behaviour theories and recent empirical research, this study investigates key variables like product quality, price policy, after-sales service, personalization, software updates, and perceived brand image. A structured questionnaire was administered to obtain primary data from a sample of 194 Samsung smartphone customers in Coimbatore. Using statistical techniques, including correlation and regression analysis, the study sought to identify significant relationships between product attributes and customer loyalty. Demographic variables like age and occupation were found to moderate the relationships. The study provides valuable inputs for Samsung marketers and strategic planners in understanding areas of increasing consumer retention and loyalty in a fast-changing local market. Trust and customer satisfaction were discovered to be a mediating variable in determining the relationship between tangible product attributes and customer loyalty. Respondents also identified the growing significance of environmentally friendly practices and Samsung's innovation policy as drivers of brand loyalty
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📚 How to Cite:
Mr. Praveen S, Mr. T. Sivagnana Selvakumar, Dr.A.K.Kavitha , PRODUCT ATTRIBUTES AND DETERMINANTS OF BRAND LOYALTY: A STUDY AMONG SAMSUNG MOBILE USERS IN COIMBATORE, TAMIL NADU , Volume 12 , Issue 5, may 2025, EPRA International Journal of Economics, Business and Management Studies (EBMS) ,