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The book is an original and empirical research work carried out on an important subject of Marketing 'Brand Loyalty'. The author has delved into the subject in a professional way and has come out successfully with a candid explanation of the brand loyalty and consumer decision making. The book is very useful to the research scholars, faculty and practitioners.

This book will cover Wide coverage on Indian consumers today in the sense of being major catagories in FMCG Sector, are Households care fabric, Laundry, Tooth paste, and Synthtic detergent, House hold cleaner, VDish, wash cleaners, toilet cleaners, mosquito repellents, cakes, biscuits, ships, chocolates, ice-cream, tea coffee, Soft drink, etc., and their culture Tradition and values.

Contents: 1. Introduction. 2. Conceptual Framework. 3. Factors Influencing Brand Loyalty of Consumers. 4. Relationship Between Demographic Factors and Brand Loyalty. 5. Effectiveness of Brand Loyalty of Select FMCG Products. 6. Findings and Conclusions.