Reading: The study on brand loyalty and repeat purchase intention of the shampoo market in Colombo

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The study on brand loyalty and repeat purchase intention of the shampoo market in Colombo

Authors:

N. A. Jayasuriya ,

SLIIT, Malabe, LK
About N. A.
Business School
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N. Kodippili,

SLIIT, Malabe, LK
About N.
Business School
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K. M. Perera,

SLIIT, Malabe, LK
About K. M.
Business School
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L. Priyadarshani,

SLIIT, Malabe, LK
About L.
Business School
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B. D. Wijesekera

SLIIT, Malabe, LK
About B. D.
Business School
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Abstract

Brand Loyalty occurs when a customer is a lifelong fan of a particular brand. Loyal customers are always an asset to a company because they are their stable base of income. Customers who stay loyal towards one brand for a long period of time are those that even pass down their favorites to the next generations. On the other hand, repeat purchase intention is when a particular product has been purchased again- but due to the action of a previous purchases. When a customer purchases the same product again, this means that the product has a positive impact on the customer’s behavior and that they really like it. When such situation applies to the purchase intention of several purchases afterwards- it can be clear that, that particular customer has started building brand loyalty towards that particular brand. This relationship is understood by many companies loyalty programs has been initiated The Sri Lankan shampoo market is cluttered with so many brands providing so many solutions, therefore it is a challenge for these companies to keep their customers to be loyal. The purpose of this research is to study whether brand loyalty has an impact on repeat purchase intention in the shampoo market in Sri Lanka while the objective is to identify the impact on brand loyalty and repeat purchase intention. For the purpose of this study, used non-probability convenience sampling technique has been used and selected a sample of 384 people residing in the Colombo district in Sri Lanka. One of the major findings of this research is that males use shampoo more than females in the Colombo district and one of the most favorite brands of the population is Dove. In conclusion, the study also proves that repeat purchase intention and brand loyalty has a positive relationship.
How to Cite: Jayasuriya, N. A., Kodippili, N., Perera, K. M., Priyadarshani, L., & Wijesekera, B. D. (2020). The study on brand loyalty and repeat purchase intention of the shampoo market in Colombo. Journal of Business Studies, 7(1), 149–162. DOI: http://doi.org/10.4038/jbs.v7i1.57
Published on 30 Jun 2020.
Peer Reviewed

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