Brand Loyalty

and Buying
Habits
TYBA Psychology
Paper 6- Industrial and Organizational
Psychology
Sem 5 Internal Assessment/ Group 5
 INDEX
Names Roll Number Subtopics

Madhura Kasar 127 Sociocultural factors influencing

Brand Loyalty

Saiee Mankame 128 Cognitive factors influencing Brand

Loyalty

Samruddhi Pawar 134 Emotional Factors influencing Brand

Loyalty

Shreya Pednekar 135 Buying habits influencing Brand

loyalty
 Subtopics:
01 02
Cognitive Factors Emotional Factors
influencing Brand Loyalty influencing Brand Loyalty

03 04
SocioCultural Factors Buying Habits influencing
influencing Brand Loyalty Brand Loyalty
 What is Brand
Loyalty?
"Brand loyalty refers to a consumer's
consistent and repeated preference for a
particular brand's products or services over
those of competitors, driven by a strong
and positive emotional connection, trust,
satisfaction, and a desire to continue
engaging with the brand. It involves a
willingness to make repeat purchases and
a resistance to switching to competing
brands, even when faced with competitive
offers or marketing efforts."
 01
Cognitive
Factors in Brand
Loyalty
Brand Image and Personality
Brand image is the overall
impression that consumers have
of a brand.
Research by Aaker (1997) and
Kapferer (2008) highlighted the
importance of a brand's image
and personality in creating brand
loyalty.
Example: Harley-Davidson and
Royal Enfield
 Perceived
Quality
A study by Zeithaml (1988) on
perceived quality found that
consumers' perceptions of a
brand's quality significantly
affect their loyalty.
Consumers often associate
brand loyalty with perceived
quality. Brands that consistently
deliver high-quality products or
services are more likely to retain
loyal customers.
Consumer Engagement
and Interaction
A study by Bowden (2009)
explored the role of consumer
engagement and found that
active consumer engagement
with a brand positively influences
brand loyalty.
Brands that engage with
consumers through social media,
customer support, and interactive
marketing campaigns can foster
stronger cognitive connections
and loyalty.
 Cognitive Biases
Confirmation
Bias
This cognitive bias can solidify
brand loyalty by reinforcing
consumers' existing perceptions
and preferences, making them
more resistant to switching to
competing brands, even when
objective evidence suggests
that an alternative might be
superior.
Bandwagon
InGroup Bias
Effect
In-group bias, also known as
The bandwagon effect in
in-group favoritism, refers
the context of brand loyalty
to the tendency of
refers to the tendency of
individuals to favor and
consumers to adopt or
show a preference for
remain loyal to a particular
members of their own
brand simply because it is
group, community, or social
popular or widely accepted
category over members of
by others.
other groups.
Decision Heuristics
Brand awareness measures
how well consumers recognize
and recall a brand. In India,
brands like Amul have high
brand awareness due to their
ubiquitous advertisements and
memorable taglines like
"Amul: The Taste of India."
This level of awareness can
positively impact brand
perception.
 02
Emotional
Factors in Brand
Loyalty
 The Role Of Emotions
In Decision Making

Emotional Emotional
Empathy
Intelligence Contagion
 Emotional Triggers in Advertising
Brand
Cultural Identity
Personality

Trust and Emotional

Reliability Storytelling
 Customer Community and
Experience Belonging

Social
Nostalgia
Responsibility
 Loyalty
Brand Trust Programs

Emotional Emotional
Engagement Rewards
 Testimonial

"Amul has been a part of my life since childhood, thanks to its

'The Taste of India' campaign. The way they celebrate our
diverse culture and traditions in their advertisements strikes a
chord with me. I feel a strong emotional connection with the
brand because it represents the essence of India. When I see
Amul products, I'm reminded of the warmth and flavors of
home. It's not just about the product; it's about the emotions
and memories it evokes. That's why I choose Amul over other
dairy brands. It's a taste of nostalgia and a connection to my
roots.

~Rahul
 03
Sociocultural
Factors in Brand
Loyalty
 Example: Mcdonalds

Socio
cultural
 Social Media and Influencer

Social media platforms like

Facebook, Instagram and
Twitter provides a platform for
brands a wide range to connect
with their target audience,
increasing brand exposure. And
influencers establish trust and
credibility with their followers,
which can transfer to the brands
they endorse.
Consumer Activism

Consumer activism refers to the

actions taken by consumers to
influence brands, often to
promote social or environmental
causes or to protest against
practices they find objectionable.
It can include activities such as
boycotting, online campaigns,
petitions, and public
demonstrations.

Example: Maggi Noodles Recall

Ethical and Social Responsibility Considerations

● Research by Kim
and Choi (2017)
● Tata Group's Social
Responsibility
Initiatives
04
Buying
Habits
 Types of Buying Habits

Habitual Variety- Impulsive Planned

Seeking
Buying Buying Buying
Buying
 Repetitive Buying Product Usage and
Habits Habit Formation

Positive Experiences Emotional Connection Buying

Reinforce Loyalty and Brand Loyalty
habits
Loyalty Programs and
and
Perceived Value and
Incentives Habitual Buying Brand
Changing Buying
Loyalty
Habits and Brand Feedback Loop
Adaptation
Case Study:
Website
 App
Interface
Extensive
Restaurant
Database
 Food
Discovery
Features
Personalization
● Recommended
for you
● Order again
● You might like
● Liked dishes and
restaurants
User Engagement