Abstract:
The brand loyalty is established in consumers' mind set based on different brands. This
study examines the impact of consumers' demographic factors on brand loyalty. Here, key
variables identified are gender, income and occupation. However, most of the consumer
behavior text books emphasize mainly the theoretical aspects of these variables and their
impact on a particular type of behavior paying, only a little emphasis to practical aspects.
This research presents the conceptual understanding and the various dimensions of brand
loyalty, in relation to gender, income and occupation of the consumers. The different
demographical features and their influence on brand loyalty have been discussed based
on well defined product categories, namely fast moving consumer goods (FMCG) and
consumer durables. This study attempts to analyze separately the patterns of consumer
behavior on the degree of brand loyalty, in different product categories.
The research is mainly based on the primary data and some secondary data. A sample of 100
respondents was taken from Gampaha and Colombo Districts, and they were interviewed
with giving a questionnaire. The sampling method was stratified random sampling and two
product items were selected for each product catagary.Soap and milk powder for FMCG
and audio-visual home appliances and kitchen equipments were the other items as consumer
durables. The key findings are that there is a significant impact in consumer income on
brand loyalty and also gender is a key determinant for emotional brand appeals.
