Chapter – 1

Introduction

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1.1 Introduction

A preference and deep-seated devotion to a particular brand offer it a competitive

advantage. Attitudes and beliefs are what motivate this ingrained purchasing behaviour.
In order to improve the customer experience and make the most of their marketing
efforts, marketers in today's highly competitive industry must place a high priority on
developing strong customer relationships. For what reason? The result of this is a
community of devoted brand loyalists who serve as brand ambassadors, positive word-
of-mouth referrals, and repeat business.

Successful brands have a clear understanding of brand loyalty meaning. Considering

its importance, they invest sufficient time, effort, and resources into cultivating affinity
of customers for their brand. In this article, we will see how brand loyalty can help
businesses make profits and make a mark in the highly competitive market.

Brand loyalty is the tendency of consumers to repeatedly purchase products or services

from a specific brand rather than switching to competitors. It measures the customer's
commitment and attachment to a particular brand.

Brand loyalty is often built on trust, quality, positive experiences, and emotional
connections with the brand. When consumers know about the brand and like it over
other alternatives, they are more likely to repurchase, recommend it to others, and resist
switching to alternatives even when faced with competitive offers. Building brand
loyalty is important for businesses as it can lead to long term customer relationship and
increased profitability.

1.2 Problem Statement

The main problem in this research is that if any new or existing brand comes with a
different perspective for customer attraction their loyalty towards a particular brand
shift. This way the sales of a particular brand decreases and thus affects its image in the
market. There are many other factors also that plays an important role in affecting the
brand loyalty such as duplicate products. One of such examples is Balmain Paris.
Balmain has a few stores in UAE but in Abu Dhabi there was a fake Balmain store
operating in a well renowned mall. Balmain does not sells men’s bags but this store

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sells men bags officially under the name of Balmain Paris. This affected the loyalty of
consumers towards the brand.

1.3 Research Purpose

The main purpose of this research is that to check the brand loyalty of the following
brands and check whether are there any strategies to implement or not. If yes, then
which strategies can be implemented and that would help the brand to maintain its brand
loyalty.

1.4 Marketing & Brand Loyalty

Loyalty marketing is a marketing strategy that focuses on retaining and increasing

revenue from existing customers.

Get it right, and the benefits of loyalty marketing can be huge: from higher revenues
— Bain & Company found that improving customer retention by 5% can increase
profits by up to 95% — to improved brand advocacy and better customer data.

Loyalty marketing is a highly strategic approach. Its success depends on alignment

between each aspect of your marketing — clear audience insight, intelligent
segmentation, precise selection of channels and tactics, and robust reporting and
iteration.

Loyalty, at its core, is a testament to a brand’s ability to satisfy and exceed customer
expectations. Customer loyalty brings:

• Financial benefits: Loyal customers are more likely to make repeat purchases.
Not only do they bring in a steady stream of revenue, but they also tend to have
a higher lifetime value.
• Reduced marketing costs: Acquiring a new customer can be five times more
expensive than retaining an existing one. Loyal customers lower these
acquisition costs and can also become brand evangelists, effectively doing the
marketing for you through word-of-mouth.
• Feedback and innovation: Loyal customers are often more engaged, which
means they’re more likely to give you feedback — both positive and negative.
This input can be a huge help when you’re working on new product features.

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 • Resilience during downturns: In uncertain economic times, having a base of
loyal customers can be the cushion that keeps businesses afloat. These
customers stick around, even when discretionary spending tightens. This steady
stream of loyal customer revenue helps even out seasonal sales fluctuations, too.

1.5 Characteristics of Brand Loyalty

Loyal customers are a valuable asset for any business. These individuals have a strong
affinity towards a specific brand and are less likely to switch to competitors. Let's dive
into the key characteristics of brand loyalty.

• Higher Engagement and Repurchase Intention

One of the defining traits of customers who are loyal to the brand is their high level of
engagement with the brand. They actively seek out information about new products or
updates, follow the brand on social media, and participate in loyalty programs. This
engagement translates into increased repurchase intention, as these customers are more
likely to choose the same brand repeatedly.

• Willingness to Pay Premium Prices

Brand loyalists understand the value that a particular brand offers and are willing to pay
premium prices for it. They perceive the quality and consistency associated with the
brand as worth the extra cost. This willingness to pay more contributes not only to
higher revenue but also helps establish a positive brand image.

• Trust, Quality, Consistency, and Positive Experiences

Building trust is crucial in fostering brand loyalty. Loyal customers have confidence in
the reliability and credibility of their preferred brands. They associate these brands with
high-quality products or services that consistently meet their expectations. Positive
experiences further reinforce this trust and strengthen their bond with the brand.

• Emotional connection

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Have you ever gone out of your way to get to your favourite coffee shop? It feels silly,
but the emotional attachment between a person and their favourite beverage is no joke.
It’s your favourite for a reason.

Maybe their service is incredibly consistent, or maybe they nail emotional marketing
plays that speak to being cozy and comfortable. Whatever it is, it’s created a personal
connection that has fuelled a lasting relationship.

• Resistance to competition

Brand loyalty makes customers less likely to be swayed by competitive offers because
they believe the value your brand offers is greater than anything a competitor can
provide.

After several positive experiences with their chosen business, brand loyalists view that
brand as more valuable. They’re confident that the brand will consistently meet their
needs and offer better quality, which makes them less inclined to explore other options.

• Positive word-of-mouth

The greatest influencers are often our co-workers, family members and friends. That’s
what makes positive word-of-mouth recommendations so powerful.

It’s not uncommon for brand loyalists to sing the praises of their preferred business, and
their love isn’t restricted to casual conversations either. Digital word-of-mouth
recommendations are also common, and can look like:

➢ Social media shout-outs and praise

➢ User-generated content
➢ Positive reviews
➢ Brand ambassadorship

1.6 Strategies to build brand loyalty

If your business is striving to generate repeat customers, it’s crucial to implement these
actions to help make it happen:

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 1. Deliver Consistent Quality

This is essential for generating brand loyal customers. Consumers come to rely on
your brand when they consistently receive products that meet or exceed their
expectations.

Quality quickly builds trust and confidence, making customers more likely to
return. Consistency also ensures that customers have a predictable and positive
experience with your brand every time they engage with it.

2. Exceptional Customer Service

Outstanding customer service plays a prime role in brand loyalty. When customers
feel valued and respected, they are more likely to become loyal advocates for your
brand.

This includes addressing inquiries and issues promptly, being courteous and
empathetic, and going ‘the extra mile’ to exceed customer expectations.
Exceptional customer service not only resolves problems but lays the
foundation for positive emotional connections.

3. Personalisation and Customisation

Tailor your products, services, and marketing efforts to individual customer

preferences, as personalisation makes customers feel recognised and appreciated.
Analysing data and customer insights helps to achieve this.

When consumers receive offerings that align with their interests and needs, they are
more likely to become loyal customers.

4. Build Trust and Transparency

Trust is at the heart of great brand loyalty, so demonstrate honesty and transparency
in all your interactions with customers. This includes clearly communicating your
brand’s values, mission, and business practices.

It also means providing information about the sourcing and production of your
products. Customers appreciate brands that are open about their processes and are
more inclined to trust and support them.

5. Loyalty Programs and Rewards

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Implement loyalty programs that reward customers for repeat business. These
loyalty programs can include points, discounts, bonuses, exclusive access, or
special perks for loyal customers.

By offering tangible rewards, you not only incentivise repeat purchases but make
customers feel appreciated and valued for their loyalty to your brand. There’s a lot
to be said about value, even if it’s perceived value.

6. Engage in Social Responsibility

Show your commitment to social and environmental responsibility. Engaging in

causes that align with your brand values can create a sense of purpose for your
customers.

Whether it’s supporting a charity or cause, reducing environmental impact, or

addressing social issues, demonstrating a commitment to making a positive impact
can foster strong emotional connections with customers who share those values.

7. Consistent Branding and Messaging

Maintain a consistent brand identity and messaging across all touchpoints.

Consistency helps customers recognise and remember your brand, creating
familiarity and trust.

Whether it’s your logo, tagline, or overall brand voice, ensuring uniformity
reinforces brand loyalty and reaffirms your brand’s identity in consumers’ minds.

8. Solicit and Act on Customer Feedback

Actively seek feedback from your loyal customer base and demonstrate that you
value their opinions. Use surveys, reviews, and feedback channels to gather insights
into their experiences with your brand.

Most importantly, take action on the feedback you receive. When customers see that
their input leads to improvements in products or services, it strengthens their loyalty
and engagement with your brand.

9. Create a Sense of Community

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Foster a sense of community among your existing customer base. Encourage them
to interact with each other and with your brand. This can be achieved via online
forums, social media groups, or exclusive events.

When customers feel a sense of belonging and connection with your brand and other
like-minded consumers, they are more likely to remain loyal and engaged.

10. Surprise and Delight

Occasionally, surprise your customers with unexpected gestures or rewards. These

can include personalised thank-you notes, birthday discounts, or exclusive previews
of upcoming products.

Surprise-and-delight moments create memorable experiences and conjure positive

emotions, reinforcing brand loyalty. These unexpected acts of kindness can also
lead to positive and all-important word-of-mouth marketing.

Incorporating these tips into your brand strategy can help you to build and maintain
brand loyalty that lasts, ultimately leading to repeat business and enthusiastic brand
ambassadors.

1.7 Maintaining brand loyalty

While building brand loyalty is crucial; maintaining it is equally important. Here

are some tips to keep your customers loyal over the long term:

Consistent quality: Repeatedly deliver high-quality products or services to meet

customer expectations.

Adapt to changing needs: Stay attuned to evolving customer preferences and adapt
your offerings accordingly.

Communication: Keep the lines of communication open with your customers,

addressing any issues promptly and proactively.

Surprise and delight: Occasionally surprise your customers with exclusive offers,
personalised gifts, or unexpected rewards.

Community building: Generate a sense of community among your customers,

encouraging them to interact with each other and your brand.
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 1.8 Top 5 luxurious clothing store brands existing in Surat city

These brands are selected by combining various parameters and shortlisting the brands
as per them. The parameters are that the company should be existing in Surat and among
the list of global premium fashion brands. This list of Global fashion brands was
provided by world Fashion Exchange and the brands selected on these parameters are
as follows:

A. HUGO BOSS1

Fig 1.1

The headquarters of the high-end fashion brand Hugo Boss AG, also known as HUGO
BOSS, are located in Metzingen, Baden-Württemberg, Germany. The business sells
leather items, footwear, accessories, and apparel. Having sold around €4.2 billion
worldwide in 2023, Hugo Boss is one of the biggest German fashion brands. The
MDAX includes its stock as a component. Hugo and Boss are the fashion labels owned
by the corporation. In addition, Hugo Boss sells licensed brand items including watches,
eyeglasses, home textiles, riding clothes, writing instruments, fragrances, and children's
fashion.

Hugo Ferdinand Boss established the business in Germany in 1924, initially

manufacturing all-purpose apparel. Hugo Boss started manufacturing and supplying
military uniforms for the Nazi Germany government in the early 1930s, which
significantly increased sales. Hugo Boss began concentrating on men's suits during
World War II and the founder's passing in 1948. The firm debuted a fragrance line in
1988, followed by diffusion lines for men's and women's clothes in 1997, a complete

1
[Link]

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women's collection in 2000, and children's apparel in 2006–2007. Since then, the
business has grown into a significant international fashion house. By December 2023,
it had 1,418 retail locations throughout the globe.

The official store of HUGO BOSS does not exist in Surat, but the products of HUGO
BOSS are sold by “The White Crow” in Surat, which is located at Piplod in Surat.

• Products and Business Units

Since 2017, Hugo Boss has operated on a two-brand strategy, with Hugo (stylized as
HUGO) catering to a younger demographic and Boss (stylized as BOSS) for high-end
business and leisure clothing. For product partnerships, the business also has license
arrangements with Coty, C.W.F., Movado, and Safilo. It is the parent company to
many other Brands including BOSS, HUGO AND HOGO BOSS. These brands
produce a variety of products including apparel for men, women & children, shoes,
fragrances, riding clothes, dog accessories, writing instruments, etc. It is also into
tourism industry.

B. Armani Exchange2

Fig 1.2

Armani is an Italian private limited organisation. Its headquarters are located in Milan,
Italy. It is a manufacturer and retailer of luxury fashion products. The products are sold
world-wide. It was found by Giorgio Armani and Sergio Galeotti in the year 1975. It
serves a huge range of products including haute couture, ready to wear cloths, leather

2
[Link]

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goods, shoes & accessories. It also manufactures fragrances and cosmetics. It is
considered the third largest fashion group of Italy.

The Armani group has many brands under them, including Giorgio Armani, Armani
Collezioni, Armani Prive, Emporio Armani, Armani Jeans, Giorgio Armani Occhiali,
Armani Exchange, Armani Junior & Armani Baby, Giorgio Armani Neve, Giorgio
Armani Orologi, Armani Casa, Armani Dolci, Armani Fiori, Armani Hotels, Armani
Prive Club & Giorgio Armani Prive Haut Luxury.

Talking about Armani Exchange, It was launched by the Armani group in the year 1991
in U.S. It is a fashion retailer organisation. It operated from 270+ outlets in 31 countries
across the globe. Indian also has many stores of Armani Exchange mainly in the metro
and sub metro cities. Apart from their official outlets it also gives its dealership to other
stores include B more in & The White Crow. Surat city does not have an official store
of Armani exchange but the above two brands have the dealership of Armani exchange
in Surat.

Generally, the products range starts from 5000 and lasts up to 50000. The product
categories of Armani Exchange include t shirts, shirts, polos, sweat shirts, trackpants,
jeans, jackets, belts, trousers, caps, shorts, watches, wallets, sunglasses, sweaters,
briefs, backpacks, socks, waistcoats, blazers, trunks, Joggers, Cad cases, costs, vests,
boxer, duffel bags, etc.

C. Lacoste3

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 Fig 1.3

Lacoste is a luxury fashion brand found by Rene Lacoste & Andre Gillier in the year
1933. It was established in Troyes, France. It deals in a variety of products including
Clothing, Footwear, Fragrances & housewares. There are approximate 8500+
employees in the organisation. The Company name of Lacoste is La Chemise Lacoste.
Lacoste claims that this is the first example of brand name appearing outside any
clothing article as at the time they used to wear on tennis courts. Lacoste operates in 98
countries with more than 1100 stores in the world. Lacoste employees almost 8200
people. It has 3 manufacturing units in the world.

Lacoste has sponsored many athletes including Novak Djokovic who has the maximum
grand slams under Lacoste. Lacoste has also sponsored players into Golf. The parent
company of Lacoste is Maus Freres which is a Swiss organisation. The price range of
products

Lacoste also runs a foundation named Lacoste Foundation that helps to make equal
opportunities a reality by helping young people to unleash their potential and by
improving living conditions for local communities in countries where Lacoste is
present. They are also committed to promote a fairer society, as reflected in our durable
Elegance approach. The philanthropic mission pursued by the foundation is “Giving
young people and communities the means to live better and thrive. This foundation has
worked on more than 100 projects and 50 different initiatives till 2025.

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In India Lacoste has is official stores in almost all the metro and sub-metro cities. Surat
also has an official Lacoste store locates in the VR Mall of the city. Apart from the
official stores there are many third-party stores that sell the products of Lacoste.

D. Tommy Hilfiger4

Fig 1.4

Tommy Hilfiger is one of the world’s leading designer lifestyle brands and is
internationally recognized for celebrating the essence of classic American cool style,
featuring preppy with a twist designs.

Founded in 1985, Tommy Hilfiger delivers premium styling, quality and value to
consumers worldwide under the Tommy Hilfiger and Hilfiger Denim brands, with a
breadth of collections including Hilfiger Collection, Tommy Hilfiger Tailored, men’s,
women’s and children’s sportswear, denim, accessories, and footwear. In addition, the
brand is licensed for a range of products, including fragrances, eyewear, watches and
home furnishings. Founder Tommy Hilfiger remains the company’s Principal Designer
and provides leadership and direction for the design process.

Tommy Hilfiger, which was acquired by PVH Corp. in 2010, is a global apparel and
retail company with more than 17,000 associates worldwide. With the support of strong
global consumer recognition, Tommy Hilfiger has built an extensive distribution
network in over 90 countries and more than 1,400 retail stores throughout North
America, Europe, Latin America and the Asia Pacific region. Global retail sales of the
Tommy Hilfiger brand were US $6.4 billion in 2013.

Throughout Hilfiger’s career, “F.A.M.E.” has been a never-ending source of

inspiration; the acronym stands for fashion, art, music and entertainment. Throughout

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[Link]

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the 1990s, Hilfiger was one of the first designers to blend fashion and celebrity, and
he spearheaded a series of memorable pop culture-driven campaigns with a range of
cultural influencers and trendsetters. Hilfiger became an industry pioneer by
sponsoring the tours of Britney Spears, The Rolling Stones, Sheryl Crowe, Jewel and
Lenny Kravitz; the TOMMY HILFIGER brand also collaborated on fragrance
campaigns with Beyoncé and Enrique Iglesias, and a fashion campaign with icon
David Bowie and supermodel Iman.

E. Calvin Klein 5

Fig 1.5

Calvin Klein is one of the leading global fashion lifestyle brands with a history of bold,
non-conformist ideals that inform everything they do. It was founded in the year 1968
in the Midtown Manhattan of New York city U.S. It was found by Calvin Klein and
Barry K. Schwartz. It deals in the retailing services. The parent company of Ck is PVH
Ltd. Its global annual sales amounted to USD$9.3 billion in the year 2022.

Calvin Klein has many other brand names under itself namely, Calvin Klein Collection,
Ck Calvin Klein, Calvin Klein Sport, Calvin Klein Jeans, Calvin Klein Home, The
Khaki Collection, Calvin Klein Golf, Calvin Klein Underwear, CK one Lifestyle Brand
and Calvin Klein Watches & Jewellery. Calvin Klein is also famous for its perfumes

5
[Link]

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including Obsession, CK Be and eternity. Calvin Klein deals in apparels, perfumes,
undergarments, watches, etc.

Calvin Klein also spends a huge amount on celebrity endorsements. The brand
ambassadors of Calvin Klein include Kendall Jenner, Hailey, Justin Bieber, Disha
Patani, HoYeon Jung, Bella Hadid, Kaia Gerber, Jungkook and Mingyu. Many
footballs stars also advertised Ck such as Alex Morga, Chole Kelly, Mary Fowler, etc.

There are approximately 4100+ CK stores worldwide. In Asia and Europe there are
signature Calvin Klein stores that carry diffusion line aka grey label including
womenswear, menswear and accessories. In India the franchise of CK is owned by
Arvind Ltd. Almost all cities having a large population has a Calvin Klein store in India.
In Surat Calvin Klein has one official store and almost 4 third party stores sell CK
products including Iconic, B more, The white crow and Club A.

Ck is famous for the quality and simplicity of the products. The products are posh and
rich and the company has huge range and variety if products. (BOSS, n.d.)
(Armani/Values, n.d.) (Lacoste, n.d.)

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 Chapter-2
Literature Review

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 2.1 Introduction

A literature review demonstrates your ability to research; it also showcases your expertise on
your chosen topic. By including a literature review in your project or thesis, you are also
providing your reader with the most prevalent theories and studies on your topic, evaluations
and comparisons of these studies, and gaps there may be in the literature. This helps your reader
understand your thesis better. It attempts to synthesize and evaluate the material and
information according to the research question, thesis, and central theme. In other words,
instead of supporting an argument, or simply making a list of summarized research, a literature
review synthesizes and evaluates the ideas of others on your given topic. This allows your
readers to know what is being said about your given topic, how these sources compare with one
another, and what gaps there are in the research.

Annotating a book is not same as a literature review. With little to no relationship between the
many articles or scholarly resources, the author of an annotated bibliography provides a
synopsis and critical assessment of each one individually. This differs greatly from information
comparison and synthesis in a literature review. Furthermore, because a literature review does
not present, substantiate, or develop major arguments, it is not an essay, report, or research
paper. A literature review is neither a list of condensed articles nor a solution to a query.

A literature review is composed of 3 parts:

a. Introduction
b. Body
c. Conclusion

There has been immense number of studies on Brand Loyalty, Apparel Industry, Millennials,
etc. but a study comprising all these concepts has not been done yet. Therefore, some of the
previously done researches are as under:

(Mellens, Dekimpe, & Steenkamp, 2010) The main purpose of this study was to research how
marketing and various marketing techniques affect the brand loyalty. We get the concept of
brand loyalty and measures of brand loyalty and other categories of brand loyalty and also the
marketing techniques and factors affecting the brand loyalty. Thus, it is a study to explain the
core of the brand loyalty.

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(Mohanraj, 2017) In this study, Consumer Behaviour Towards Apparel Brands were considered
based on ten factors such as Brand name, Product Category, Criteria for Apparel Purchase,
General shopping pattern, Shopping frequency, Spending Pattern on Apparel, Preference of
Shopping, Factors Influencing on Shopping, Preference of Fabric type, Effect on Discount
offers and Current Fashion Trends. This study was conducted by keeping in mind various
parameters such as type of brands with different category of product. Also, various scenarios
were analysed including shopping patter, shopping frequency, spending patter, other factors
influencing the shopping behaviour. the research was conducted in a mall where approximate
250 questionnaires were filled and it was found that how these factors affected the consumer
behaviour and thus affected the loyalty of various brand in that particular brand.

(Banerjee, 2022)This paper discusses the preference of Indian consumers towards different
affordable luxury attributes in apparels. A conjoint analysis was conducted with visible logo,
price and nationality as attributes. This study focussed on consumer behaviour towards some
of the semi luxury brands on a mall and not on the brands in my research. Also, their main
agenda was consumer buying behaviour and not brand loyalty. This study mainly focused on
the affordable luxury brands and its various attributes which will affect the loyalty towards
those particular semi luxury brands

(Kasamani, 2020) Based on the stimulus–organism–response (SOR) model, the aim of this
study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation
effect of emotional brand attachment (EBA) dimensions, specifically brand passion, self-brand
connection and brand affection. This research studied the relation between brand experience of
consumer and brand loyalty but in general terms and not in terms of luxury apparel industry.
The goal of this study was to examine three distinct emotional kinds that moderate the BE–
loyalty link in the smartphone industry: brand passion, self-brand connection, and brand
attachment. The results supported the hypothesized relationships and augmented the role of BE
in triggering EBA dimensions, which in turn will lead to long-lasting brand loyalty.

(Russell-Bennett, 2014) In this article, we outline the historical development of brand loyalty,
the major approaches to the construct (attitudinal and behavioural) and new approaches that
deconstruct attitudinal loyalty into its sub-component parts. This study explained the core
concept of brand loyalty in general sense.

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(Rami, 2022) They discovered that factors for loyalty towards brand (product quality, pricing,
brand name, advertising, store atmosphere, and quality of service) were positively and
substantively associated with brand loyalty. This survey was conducted for a similar problem
of mine but for the entire Gujarat rather than researching the trends of a particular city. Various
factors affecting brand loyalty of luxury brands were analysed and keeping those factors in
mind primary research was conducted and it was found that manufacturing industry finds it
difficult to maintain brand loyalty as the negative factors plays a significant role to affect brand
loyalty.

(Mkhize, 2010) The objective of this research was to determine the relationships between self-
concept and the experience, attachment and loyalty that consumers have towards premium
clothing brands. The only gap found out through this research is that the research was done on
so many areas and not just on brand loyalty. Here brand loyalty is a sub concept and not the
core concept. How brand experience, brand attachment and brand loyalty affect the
consumption of premium clothing brand products and thus affects its sales.

(Dhameeth S. Gehan, 2017) The purpose of this study is to identify factors (brand elements)
that mediate between Millennials and brand loyalty, and to test a theoretical model that includes
these mediating factors in describing the relationship between millennials and brand loyalty.
The study focused on the key factors that we identified and hypothesized to mediate the
relationship between millennials and brand loyalty. This study showcases the relation between
the millennials and brand loyalty in general sense and not in the apparel industry. The
conceptual model, which includes seven characteristics that we suggest mediate between
millennials and brand loyalty, is supported by this study, with the exception of the components
for repeat purchase and ad use, for which we found no substantial evidence. According to
data This idea seems improbable in practice, particularly given the inverse relationship between
brand loyalty and repeat business.

(Md. Mehedi Hassan, 2018) This study helps the marketer to understand reasons which make
the millennial loyal to a particular brand. This study is based on primary data and descriptive
in nature. This study showcases the relation between the millennials and brand loyalty in
general sense and not in the apparel industry. Marketers must to take into account the distinctive
characteristics of millennials. They have to develop plans taking into account the millennial

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traits listed above. As a result, Bangladeshi marketers may use the sizable millennial market to
their advantage.

(Ali Hassanzadeh, 2018) The result of the study shows that there is a link between brand identity
and brand image and that there is a positive relationship between brand image and brand loyalty.
Moreover, comparing the brand image of two companies H&M and Ralph Lauren to the
respondent’s brand loyalty towards the fast fashion and luxury fashion industry showed a
correlation of equivalent loyalty towards the two industries. The major gap that was identifies
was that this study just focused on two brands i.e. H&M and Ralph Lauren and both these
brands are of different category. One is semi luxurious and one is a luxury brand. Therefore,
the sample selection may be affected. This research helped answer a few questions i.e.
1. What is the relationship between brand identity, brand image and brand loyalty 2. Are
millennials loyal towards brands in the fashion industry 3. Are millennials more loyal towards
the fast fashion or the luxury fashion industry. and on the basis of these questions the limitations
were identified and the idea of further research was given

(Ibhrahim Bin Zakaria, 2018) In order to increase the brand loyalty between Generation Y,
businesses need to ensure that the social media marketing used by this generation can create
better communications grounds for both businesses and this type of generation in the long run
by using effective use of time and resources. Hence, it will also allow businesses to create a
stronger conversation with Generation Y, fine-tune the advertising message and sustain the
position of the product in the online retailers. This survey showcases how social media affects
the loyalty of millennial consumers towards a particular brand in the fashion industry but not
in a particular region. This study helped me understood that how luxury brands market
themselves on social media as a strategy for brand loyalty and maintain it towards its consumers

(Willis, 2022) The thesis concludes with recommendations for future research on the current
research’s conceptual framework and loyalty typology and further inquiry into customer loyalty
in OBCs. This study just focussed on the relation of consumer loyalty and luxury apparel
industry and not on the generational range. The main takeaway from this research was that the
chapter readdresses the rationale of the research and the methodology employed, emphasising
the validity of the generated findings. The chapter provides several recommendations for future
research, addressing unaddressed aspects, including differences of perspectives across

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industries and samples of consumers and customers, and the need to test the new perspectives
and conceptualisation of the phenomenon generated by the findings.

(Ayuni, 2015) The telecom industry-based consumer loyalty is to be studies where the main
character of the service i.e. quality was considered. This research is for the telecom industry
but puts a very strong point to maintain loyalty among the consumer i.e. quality of the
product/service. Quality of the product plays a significant role to maintain the brand loyalty
and therefore the customer agrees to pay even a very high price for a quality product.

(Jayanta Banerjee, 2013) This paper attempts to illustrate the factors which are responsible for
creating brand loyalty among mobile subscribers in Kolkata. This paper is also research made
in the telecom industry. This research helps to analyse the factors affects positively as well as
negatively the brand loyalty any particular brand in any particular industry.

(PARVATHI, 2012) This study examines how young Indian professionals make decisions about
apparel products considering the myriads of options that are now available to them in the
marketplace. The study conducted is on the decision-making process which is similar to the
brand loyalty i.e. if a company will make a decision to make a purchase, then only it will
commence by putting a step forward towards brand loyalty.

(Roberto Chierici, 2018) The paper analyses three models in order to identify the causal
combinations of social media usage and management that lead to an improvement of,
respectively, brand awareness, brand reputation, and brand loyalty. This helps to identify the
relation between the reputation of the brand and the awareness that is created among the
consumer which enhances its reputation and then its loyalty towards its consumers.

(Medhy, 2024) This article explores effective strategies and tools for building brand loyalty in
the digital era, including personalized marketing, social media engagement and loyalty
programs and data analytics. It also discusses the role of customer experience and feedback in
shaping brand perceptions and fostering long term relationships with consumers. Businesses
may build lasting relationships with their clients, cultivate enduring loyalty, and eventually
achieve sustainable success in a competitive market by utilizing these tactics and
resources. Online market. The key to preserving and enhancing brand loyalty as the digital
world changes is to remain aware of new trends and modify strategy accordingly.

21
("Syed Md. Hasib AHSAN, 2022) The purpose of this paper is to examine how loyalty
programs designed by retail stores affect customer retention. Survey items are used in this study,
and primary data was gathered. Therefore, in order to mitigate the danger of common method
bias, Researchers need to combine primary and secondary data in a meaningful way.

(Kozako, 2018) The marketing techniques that will help to maintain and increase the brand
loyalty. This study helps to analyse how marketing helps to maintain the brand loyalty and
various marketing techniques analysed to increase the brand loyalty.

(Tolba, 2011) This study advances a model that links distribution intensity with brand
preference and loyalty, and empirically tests it on the fuel industry in Egypt. This study develops
a model that quantifies how distribution intensity and other aspects of brand equity affect
consumer choice and brand loyalty. It was determined that one of the main factors influencing
brand choice and, eventually, brand loyalty is distribution intensity.

(Cuong, 2020) The present research's principal purpose was to empirical study on the influence
of brand satisfaction, brand trust, brand preference on brand loyalty to the laptop brand context.
The key findings from this study was that how brand preference, brand trust, brand satisfaction
affect the brand loyalty of customer in any particular industry

(Faridah Ishak) The principal objective of this study is to fill this void. In particular, the current
study seeks to explore the direct effects of brand service quality on consumer brand satisfaction
and brand trust; and the mediating role of brand satisfaction and trust in brand service quality
– brand loyalty relationship. The influence of brand service quality on brand satisfaction, brand
trust, brand preference, and brand loyalty in South Africa is methodically explored in this study,
which significantly adds to the body of literature on brand management.

(Chinomona, 2013) Brand Loyalty and Customer Loyalty are two concepts that have been
delved into by researchers as they are two very important dimensions in marketing. Brand
Loyalty is a biased behavioural response expressed over a period of time. It implies a consistent
repurchase pattern of the brand as a result of positive affection towards the brand. Customer

22
loyalty as defined by Oliver is a deeply held commitment to re-buy or re-patronise a preferred
product or service consistently in the future despite situational influences and marketing efforts
having the potential to cause switching behaviour. This article discusses the difference between
Brand Loyalty and Customer Loyalty and the methods used by researchers in academic
research. It will become increasingly important to research customer and brand loyalty as the
market gets more competitive with replacement goods and services. To be competitive,
producers must comprehend how consumers behave. Perhaps consumers are illogical
individuals who make judgments that are not supported by reason. Understanding how a
decision-making unit makes a choice in a market with many options will always be lacking.

(Ordun, 2015) The main purpose of this research is to find out if the shopping patterns of the
millennials are different from other generations. The secondary purpose of the study is to
analyse if brand loyalty of millennials is associated with any other elements related to
purchasing behaviour. Study conducted here is not research on some particular brands or
categorised brands but a trend by gen y in the fashion industry towards the brand loyalty. "The
main scope of the study is to understand the decisions patterns of millennials and find out the
basic similarities and differences between other generation cohorts. ANOVA technique is used
to understand whether the mean differences of the attributes between generation cohorts are
significantly different. Not only because of their buying power, but they also directly influence
the buying decisions of their parents. So either from the managerial or retailer perspective, we
have to understand their perceptions, attitudes, decisions patterns and behaviour."

(Zainab Ashraf, 2020) The purpose of this study is to analyse the mediating role of
advertisement effectiveness on the relationship of consumer preferences and brand loyalty. The
study is explanatory and cross section approach is employed to accumulate the data from the
customers of different telecommunication companies. How the consumer preference affects the
brand loyalty and its trends and how advertisements affect the consumer preference resulting
in loyalty towards the brand.

(Bashir, 2019) It is also noted that, the product differentiation which gets it basis from the brand
i.e. brand equity, turns out to be more effective than others. This is the reason why the marketers
are emphasizing more on strengthening the brand equity of a brand. A conceptual framework
was constructed to measure the impact brand equity has from all the other components under
brand equity. The study was conducted for measuring impact of brand equity elements on the

23
overall brand equity & consequently does overall brand equity influence on consumer brand
preference and purchase intention. There were seven hypotheses in total in which six were
acceptable

(Bamini KPD Balakrishnan) This study attempts to study the impact of social media marketing
medium toward brand loyalty and purchase intention in Generation Y. Surveys are conducted
randomly and questionnaire distributed to undergraduate students of Malaysian universities.
All the objectives of the study are achieved. This study is subjected to few limitations- limited
respondents, population considered as narrow since the research was carried out inside the
university only. The study that we carried out is generalized. Future research can be done by
emerged a particular or few organizations to identify their impacts of social media marketing
through Generation Y as a result.

(GOGOI, 2013) The researcher wants to find out if the parameters of store brand quality,
perceived value, social risk, functional risk and financial risk has an impact on the purchase
intention of the customer of private label brand of Apparel He also wants to find out if the
purchase intention of the customer in turn has an impact on developing brand loyalty. In the
study it has been found out that store brand quality and perceived value has an impact on the
purchase intention. Purchase intention also impacts brand loyalty in future. Primary research is
used for the study to collect data of the customers buying private label brand of apparel.

(Holbrook, 2011) The authors examine two aspects of brand loyalty, purchase loyalty and
attitudinal loyalty as linking variables in the chain of effects from brand trust and brand affect
to brand performance. The present study explores the relationship among brand trust, brand
affect, and brand performance outcomes (market share and relative price) with an emphasis on
understanding the linking role played by brand loyalty.

(Cigdem Unurlu, 2017) The purpose of this study is to identify the cultural characteristics of
tourists who had the experience of accommodation in 5‐star hotels in Istanbul and to determine
the effects of these characteristics on personalizing of the hotel brand and the perception of its
performance. This study elaborates how the personality of the brand and the performance of
the brand affect the brand loyalty

24
 Chapter-3
Research Methodology

25
3.1 About the research

Research is about exploring a topic to learn something new or confirm what we already know.
It involves asking questions, finding information, and studying it to get answers. Whether you're
in school, working, or solving a problem, research helps us understand things better and find
ways to improve. It's not just about gathering facts, but also thinking carefully about what they
mean and how we can use them. Research is the key to learning, growing, and solving problems
in many areas of life.

3.1.1 Research Title

“Study of brand loyalty of millennials for top 5 luxurious clothing store brands existing in Surat
city.”

3.1.2 Need and Scope of research

This research is important because brand loyalty, especially among millennials, plays a huge
role in today’s luxury clothing market. As younger consumers become more influential in
shaping trends, it's essential for brands to understand what keeps them loyal. By focusing on
the top five luxury brands in the city, this study will look into what drives millennials to stick
with a particular brand. The aim is to uncover the key factors behind their choices and help
brands better connect with this group. Hence, this research will offer insights that can improve
marketing strategies and help luxury brands maintain their loyalty towards their consumers.

3.1.3 Statement of problem

This research aims to explore what makes millennials loyal to luxury clothing brands in Surat
city. While luxury brands are becoming more popular, there’s still not much understanding of
what keeps millennial customers coming back. This study will focus on uncovering the key
factors that influence their loyalty, helping brands in Surat connect better with this group and
build stronger, lasting relationships with their customers

3.2 Research Objectives

1. To analyze the brand loyalty of consumers of millennial age for the luxurious clothing
brands.

26
 2. To examine the factors that motivate the millennials to stay loyal towards a particular
brand while making the purchase.

3. To analyze strategies that brand implement to maintain the loyalty of its products
among consumers.

3.3 Variables of the research

3.3.1 Independent Variables

1. Age: Research population’s age group

2. Area: Refers to the residential area of the respondent
3. Annual Family Income: This refers to the money a household earns in a year
4. Academic Qualification: This refers to the highest level of education the respondent
has completed.
5. Occupation: This refers to the source of income of the respondent.
6. Purchase of Branded Clothes: This refers to the habit of purchasing branded clothes.

3.3.2 Dependent Variable

1. Brand Preference: This refers to the choice of brand of which the respondent
purchases articles from the top five brands existing in Surat city.
2. Perception: This refers to the consumers buying behaviour and perception while
making the purchase on the basis of quality, price, offers and social awareness.

3.4 Research Design

This research follows a descriptive single – cross – sectional research design as the main goal
of the conduction of research is to elaborate the strategies the brand to maintain its loyalty
among its consumers. The data will be collection only on the basis of a few characteristics of
the respondent.

3.5 Data Collection

3.5.1 Sources of data

27
 1. Primary Data: A survey was conduction via circulating physical questionnaires
among the people of Surat, Gujarat.
2. Secondary Data: A literature review was conducted via journals, books, news articles,
web-sites, previously conducted research and magazine articles. This is already
presented in chapter – 2 and the bibliography.

3.5.2 Data collection period

The data collection period was from 1st February to 28th February.

3.5.3 Target population

The target population was all the millennials residing in Surat city.

3.5.4 Sampling Frame

The sampling frame was the researcher’s contacts.

3.5.5 Sampling elements

Millennials of Surat, Gujarat of various gender, areas, income groups, level of education and
occupation.

3.5.6 Sample size

The sample size of this study is 150 respondents.

3.5.7 Sampling technique

Simple Random sampling: Imagine you have a jar full of marbles, each representing a person
in a group. You close your eyes, mix them up, and randomly pick a few without looking. That’s
simple random sampling—everyone has an equal chance of being chosen, and there’s no
favouritism. It’s like drawing names from a hat for a prize, making sure the selection is fair
and unbiased. Researchers use this method to get a good mix of people when studying a
population, so the results aren’t skewed in any particular direction.

28
Snowball Sampling: A sampling method whereby other units recruit new units to form part of
the sample. This is a non – probabilistic sampling technique and it was selected for the
researcher’s convenience to maximize the number of respondents.

3.6 Data Processing

3.6.1 Data analysis tools

The data for this research was coded, cleaned and analysed with the help of Microsoft Excel.

3.6.2 Data Representation tools

The data for this study is represented via tables and charts. The methods used to represent the
data are frequency analysis, Descriptive statistics and rank analysis.

3.7 Limitations of the report

1. Since the researcher is only studying millennials in Surat, the results might not apply
to people in other cities. Someone in Mumbai or Delhi might have different shopping
habits and brand loyalties.
2. No budget as allocated for this research.
3. It was researcher’s first research project.

3.8 Chapterisation of the report

Table 3.1

CH. NO. Chapters

1 INTRODUCTION
2 REVIEW OF LITERATURE
3 RESEARCH METHODOLOGY
4 DATA ANALYSIS AND INTERPRETATION
5 FINDINGS
6 CONCLUSION AND RECOMMENDATIONS
BIBLIOGRAPHY
ANNEXURE

29
 Chapter-4
Data Analysis and
Interpretation

30
4.1 Gender

Table 4.1

Gender Frequency Percentage

Male 127 84.6666667
Female 23 15.3333333
Total 150 100

Fig 4.1 Gender

15%

85%

Male Female

Interpretation

It is observed in Table 4.1 that almost 85 percent of the respondents are male and 15 percent
are observed to be females.

31
4.2 Age Group

Table 4.2

Age Group Frequency Percentage

31-40 80 53.3333333
41-50 48 32
51-60 22 14.6666667
Total 150 100

Fig 4.2 Age Group

51-60
15%

31-40
41-50 53%
32%

31-40 41-50 51-60

Interpretation

It is observed that in table 4.2, the respondents are of age group 31 – 40 which is almost 53
percent. Respondents of age group 41 – 50 are exact 32 percent while respondents of age group
51 – 60 are almost 15 percent.

32
4.3 Area

Table 4.3

Area Frequency Percentage

Bhatar 64 42.66666667
Vesu 35 23.33333333
Althan 16 10.66666667
Citylight 16 10.66666667
Piplod 6 4
Adajan 5 3.333333333
Pal 3 2
Varachha 2 1.333333333
Other 3 2
Total 150 100

Pal
Other
Fig 4.3 Area Varachha
Adajan 2% 1% 2%
Piplod 3%
4%

Citylight
11%
Bhatar
43%
Althan
11%

Vesu
23%
Bhatar Vesu Althan Citylight Piplod Adajan Pal Varachha Other

Interpretation

It was observed that the percentage of respondents from specific areas were Bhatar-43%, Vesu-
23%, Althan-11%, Citylight-11%, Piplod-4%, Adajan-3%, Pal-2% Varachha-1% and Other 2%.
Relatively the other areas representing respondents from Udhna and Parvat Patiya with 2
respondents from Udhna and 1 from Parvat Patiya.

33
4.4 Annual Income of Family

Table 4.4

Annual Family Income Frequency Percentage

0-5 Lakhs 18 12
6-15 Lakhs 39 26
16-25 Lakhs 37 24.6666667
26-35 Lakhs 29 19.3333333
36 Lakhs and more 27 18
Total 150 100

Fig 4.4 Annual Family Income

0-5 Lakhs
12%
36 Lakhs and more
18%

6-15 Lakhs
26%
26-35 Lakhs
19%

16-25 Lakhs
25%
0-5 Lakhs 6-15 Lakhs 16-25 Lakhs 26-35 Lakhs 36 Lakhs and more

Interpretation

During the analysis of this survey, it was observed that respondents from all annual family
income ranges participated in the survey with the highest participation of respondents from
income of 6 – 15 Lakhs with 26%, followed by income range of 16 – 25 Lakhs with almost
25% , income range of 26 – 35 Lakhs with approximate 19% , 36 Lakhs and more with 18%
and lastly with respondents having an income range of 0 – 5 Lakhs with 12%.

34
4.5 Educational Qualification

Table 4.5

Education Frequency Percentage

Docterate Degree 3 2
Post Graduate 37 24.66666667
Graduate 74 49.33333333
Diploma Certificate 5 3.333333333
Class 12th 23 15.33333333
Class 10th or Below 8 5.333333333
Total 150 100

Fig 4.5 Educational Qualification Class 10th or

Below…
Doctorate Degree
2%

Class 12th
15% Post Graduate
25%

Diploma Certificate
3%

Graduate
50%

Docterate Degree Post Graduate Graduate Diploma Certificate Class 12th Class 10th or Below

Interpretation

The observation from table 4.5 and figure 4.5 of the educational qualification of the respondents
was that almost half of the respondent were graduated, 2% had completed a doctorate, 25 %
were post graduated, 3% were diploma certificate holders, almost 15% had completed class 12th
and 5% were class 10th passes or below.

35
4.6 Occupation

TABLE 4.6

Occupation Frequency Percentage

Government Employee 1 0.666666667
Private Employee 31 20.66666667
Business 96 64
Profession 10 6.666666667
Housewife 10 6.666666667
Retired 0 0
Other 2 1.333333333
Total 150 100

Retired Other
0% 1% Government
Fig 4.6 Occupation Employee
Housewife 0%
7% Private Employee
21%
Profession
7%

Business
64%

Government Employee Private Employee Business Profession Housewife Retired Other

Interpretation

It was observed that apart from retired respondents, all other occupation’s respondent
participated in the survey with just 1Government Employees (0.67), 31 private employees
(20.67%), 96 Businessmen/women (64%), 10 working professionals (6.67%), 10 Housewives
(6.67%) and 2 other category occupied respondents (1.33%).

Both the other occupation category respondents were freelancers.

36
4.7 Purchasing branded clothes

Table 4.7

Do You purchase any branded clothes Frequency Percentage

Yes 136 90.66666667

No 14 9.333333333
Total 150 100

Fig 4.7 Purchase of branded clothes

No
9%

Yes
91%
Yes No

Interpretation

During this question it was observed that almost 10 percent of the respondents i.e. 14 did not
purchase any branded clothes, whereas, other 90 percent of the respondents i.e. 136 of them do
purchase branded clothes.

37
4.8 Selection of the brands you purchase

Table 4.5

Brands Frequency Percentage

HUGO BOSS 38 11.0787172
Armani Exchange 61 17.7842566
Lacoste 34 9.91253644
Calvin klein 88 25.6559767
Tommy Hilfiger 96 27.9883382
None 26 7.58017493
Total 343 100

Fig 4.8 Luxury Brand Selection

7% 11%

28% 18%

10%

26%

HUGO BOSS Armani Exchange Lacoste

Calvin klein Tommy Hilfiger None

Interpretation

It was observed that all 136 respondents either selected single or multiple option for the brand
they have made any purchase or not. 38 respondents purchase the products from HUGO BOSS
that makes an approximate 11% of the total brands selected. Armani Exchange products were
purchased by 61 respondents i.e. almost 18%. 34 respondents had purchased products from
Lacoste which make an approximate 10% of the total luxury branded product purchased. Calvin
Klein brand’s products were purchased by 88 respondents which was approximately 26% of
the total respondent’s preferred and purchased brand. 96 members purchase products from
tommy piling up to almost 28% of the total respondent’s preferred and purchased brand. There
were a also 26 respondents who do purchase branded products but do not purchase products
from any of these brands. They were a total of almost 17% of the total respondents. All other
110 respondents do purchase products from some of these brands.

38
4.9 Frequency of making purchase

Table 4.9

Frequency of purchasing Frequency Percentage

Once a week 0 0
Once in two weeks 3 2.727272727
Once a month 13 11.81818182
Once in three months 34 30.90909091
Once in six months 23 20.90909091
During festivals 30 27.27272727
Once a year 7 6.363636364
Total 110 100

Fig 4.9 Frequency of purchasing clothes

0%3%
6%
12%

27%

31%

21%

Once a week Once in two weeks Once a month

Once in three months Once in six months During festivals
Once a year

Interpretation

There were 110 respondents who actually purchase products from the above-mentioned brands.
Out of them there were no participants who purchase any of these luxury brand’s product once
a week. There were 3 participants who purchase products once in 2 weeks which were almost
3% of the total participants. 13 participants i.e. 12% purchase products one time in a month. 34
of them which are almost 31% make the purchase every 3 months. 23 participants purchase
products every 6 months, which are almost 21% of the participants purchasing these brand’s
products. 30 participants make purchases only during festivals which make up almost 27% of
the participants. And only 7 of them i.e. 6% purchase luxury brand’s products only one time in
a year.

39
4.10 Satisfaction level from the quality of the product purchased

Table 4.10

satisfaction from quality Frequency Percentage

Highly Satisfied 63 57.27272727
Satisfied 44 40
Neutral 3 2.727272727
Dissatisfied 0 0
Highly Dissatisfied 0 0
Total 110 100

Fig 4.10 Satisfaction from Quality

3%

40%
57%

Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

Interpretation

It was interpreted that out of 110 respondents 63 were highly satisfied with the quality of the
product 44 were satisfied and 3 of them felt neutral about the quality of the product purchased.
None of them were dissatisfied or highly dissatisfied with the quality of the product.

40
4.11 Satisfaction from price paid

Table 4.11

Satisfaction from price paid Frequency Percentage

Highly Satisfied 16 14.54545455
Satisfied 44 40
Neutral 42 38.18181818
Dissatisfied 8 7.272727273
Highly Dissatisfied 0 0
Total 110 100

Fig 4.11 Satisfaction from price paid

7% 0%
15%

38%

40%

Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

Interpretation

It was interpreted that out if 110, 16 respondents were highly satisfied which were almost 15%
of the total purchase making respondents. 44 respondents were satisfied which were almost
40% of the total purchase making respondents. 42 respondents were neutral which were almost
38% of the total purchase making respondents. 8 respondents were dissatisfied which were
almost 7% of the total purchase making respondents. None of the respondents were highly
dissatisfied from the price they pay for the products they purchase.

41
4.12 Satisfaction from the offers introduced by brand

Table 4.12

Satisfaction from the offers Frequency Percentage

introduced by brand
Highly Satisfied 11 10
Satisfied 40 36.36363636
Neutral 30 27.27272727
Dissatisfied 27 24.54545455
Highly Dissatisfied 2 1.818181818
Total 110 100

Frequency
2% 10%

25%

36%

27%

Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

Interpretation

It was interpreted that out of 110 respondents, 11 were highly satisfied which is exactly 10% of
the total purchase making respondents. 40 were satisfied which is approximately 16% of the
total purchase making respondents. 30 were neutral which is approximately 27% of the total
purchase making respondents. 27 were dissatisfied which is approximately 36% of the total
purchase making respondents. 2 were highly dissatisfied which is approximately 2% of the total
purchase making respondents.

42
4.13 Believing that luxury brands should contribute towards social cause

Table 4.13

Believing that luxury brands should contribute towards Frequenc Percentag

social cause y e
Yes 110 100
No 0 0
Total 110 100

Fig 4.13 Believing that luxury brands

should contribute towards social cause
0%

100%

Yes No

Interpretation

It was observed that all the respondents purchasing the luxury brand products do believe that
the brands should contribute towards any social cause as well. None of them disagreed the point
that the brands should contribute towards any social cause.

43
4.14 Average amount spending while purchasing these Luxury brands clothes

Table 4.14

Avg amount spent Frequency Percentage

Less than 2000 4 3.636363636
2001 – 5000 17 15.45454545
5001 – 8000 27 24.54545455
8001 – 11000 30 27.27272727
11001 – 15000 17 15.45454545
More than 15000 15 13.63636364
Total 110 100

Frequency
4%
14%
15%

15%

25%

27%

Less than 2000 2001 – 5000 5001 – 8000

8001 – 11000 11001 – 15000 More than 15000

Interpretation

It was interpreted that 4 respondents which are approximately 4% of the total purchase making
consumers who spend less than Rs. 2000. 17 respondents who are 15% spend an average of Rs.
2001-5000. 27 Respondents which are 25% spend an average of Rs. 5001-8000. 30
Respondents which are approximately 27%, spend money in the range of Rs. 8001-11000. 17
Respondents who are almost 15% spend an average amount of 11001 – 15000. There are 15
respondents who are almost 14% who spend an amount more than Rs, 15000.

44
 Chapter-5
Findings, Conclusions and
Recommendations

45
5.1 General Findings

• It was observed that the maximum of males i.e. almost 85% participated in the
survey whereas, rest were females.
• Being this a survey only for millennials, the maximum participation was from
the young millennials i.e. the age group of 31 to 40 with a 53% of participation
in the survey. 41 to 50 age group respondents were 32% and 51-60 were 15%.
• It was observed that the maximum participation of respondents was from
Bhatar, Vesu, Althan and Citylight. These four groups collectively make up 88%
of the data set.
• Most of the respondents have an annual family income of 6-15 Lakhs or 16-25
lakhs which make up almost 50% of the data set.
• Almost half of the respondents were graduates. Rest half respondents were
divided among other educational qualification.
• Out of 150, 96 respondents are engaged into some or the other business activity.
This makes up 64% of the entire data set.
• The maximum average spending range of the consumers for the luxury branded
clothes is 8001-11001 which is the spending range of almost 30% of the
respondents.

5.2 Major Findings

Table 5.1.

Objective Question Findings

Number
1. To analyze the brand Q3: Age Group The majority (over 50%) of the
loyalty of consumers Q8: Do you respondents are of age group of
of millennial age for purchase any 31-40 years. Over 90% of them do
the luxurious clothing branded purchase branded attires. Out of
brands. clothes these there are just 7% who do not
Q9: Which of purchase any luxury brand’s
the following product in Surat. From the other
luxury brand’s 93% of the respondents, the

46
 product you maximum 28% respondents
purchase? purchase products from Tommy
Q10: How Hilfiger. Their maximum
often do you purchase frequency being every
almost three months, every six months
purchase and during festivals makes up
clothes from almost 80% of the regularity in
these brands? purchases made.
2. To examine the factors Q11: Are you More than 55% of the respondents
that motivate the satisfied from purchasing luxury brand’s
millennials to stay quality of the products are highly satisfied from
loyal towards a product? the quality of the product. But
particular brand while Q12: Are you almost 80% of them feel satisfied
making the purchase. satisfied from and neutral for the price they pay
the price paid in exchange of the product. Over
for the article? 60% of the purchase making
Q13: Are you respondents feel satisfied and are
satisfied from neutral for the offers used by the
the offers brands for promotion. But almost
introduced by 25% feel dissatisfied by these
the brands for promotional offers as they feel
promotion? that these offers do not give much
benefit to the consumers.
3. To analyse strategies Q14: Do you All the respondents who purchase
that brand implement feel brands clothes from these luxury brands,
to maintain the loyalty should feel that brands should contribute
of its products among contribute towards any social cause as well.
consumers. towards any
social cause?

47
5.3 Conclusion

This research was conducted to understand the brand loyalty of millennial consumers towards
luxury clothing brands in Surat, Gujarat. The data was collected by circulating physical
questionnaires for respondents to easily convey their thoughts and loyalty towards the brands
they purchase luxury clothes from. The data justifies that the young millennials and the
millennials of 41-50 age group from the city are most loyal towards the brand Tommy Hilfiger,
Calvin Klein and Armani Exchange. Most of them purchase luxury clothes at least every three
months and are highly satisfied with the quality they get but feel neutral or just satisfied with
the price they pay for the luxury branded product. The maximum of them pay at least 8000 to
11000 for the clothes each time they buy clothes but are not highly satisfied for the amount they
pay for each attire. Almost half of them felt neutral or are dissatisfied with the offers the brands
introduce for promotion of their brands. All of them felt that these brands should contribute
towards any social cause in some or the other way. The brands should look upon this and use
this as a promotional strategy to improve their sales and maintain its loyalty among the
consumers.

5.4 Recommendations

1. Luxury brands looking to strengthen their bond with millennial consumers in Surat
should focus on refining their pricing strategies to offer more perceived value. Since
many customers feel neutral about the price they pay, introducing personalized
discounts, membership-based rewards, and seasonal offers can help enhance
satisfaction. These initiatives should strike a balance between maintaining the brand’s
luxury appeal and ensuring customers feel they are getting good value for their money.

2. To make promotional strategies more engaging, brands should move beyond standard
discounts and explore exclusive perks. Personalized promotions based on purchase
history, early access to new collections, and limited-edition collaborations can create
excitement and exclusivity. These efforts will make customers feel more connected to
the brand and increase their likelihood of repeat purchases.

3. While product quality is already a strength, enhancing the shopping experience can
elevate customer satisfaction further. Brands can offer personalized shopping
experiences, both online and in-store, host exclusive VIP events, and provide
customization options for a more unique touch. These efforts will help reinforce the
exclusivity and desirability of luxury clothing brands.

48
 4. Finally, digital and social media engagement is crucial in today’s market. Partnering
with influencers and brand ambassadors can significantly boost visibility and
credibility. Creating interactive content such as styling guides, behind-the-scenes
videos, and customer testimonials will foster a stronger emotional connection with
consumers. A well-crafted digital presence can ensure that luxury brands stay relevant
and top-of-mind among their target audience.

By implementing these strategies, luxury clothing brands can enhance customer satisfaction,
strengthen brand loyalty, and drive long-term growth in a competitive market.

49
Bibliography

50
Books
Kotler, Philip (1976),” Marketing Management: analysis, planning and control”, Englewood
Cliffs, N.J.: Prentice-Hall
Schiffman, L.G.,& Kanuk, L.L. (2010). “Consumer behaviour” (10th ed.) Pearson Prentice
Hall.
Malhotra, N.K. (2019). “Marketing research: An applied orientation” (7th ed.) Pearson.

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Weblinks

52
Armani/Values. (n.d.). Retrieved from Armani Values .com:
[Link]
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[Link]
Calvin Klein. (n.d.). Retrieved from calvin klein us: [Link]
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[Link]

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Annexure

54
“Study of Brand Loyalty of Millennials for Top 5 Luxury Clothing Brands in
Surat City.”

Hello, I am Ruchit Khurana, a student of SDJ International College of TYBBA

Sem 6. As a part of my academic curriculum, I am conducting research titled "Study
of Brand Loyalty of Millennials for Top 5 Luxury Clothing Brands in Surat
City." The central objective of this report is to analyse the loyalty trends and check its
impact on the sales trends of the luxury clothing brands existing in Surat city. This
survey will take only minutes to complete and I assure that your valuable response
will remain confidential and will be used only for academic purpose. Your
observations could have an impact!

Full Name: _____________________________________________________

Gender:

o Male

o Female

Age Group:

o 31 – 40

o 41 – 50

o 51 – 60

In which area you live in Surat?

o Vesu

o Althan

o Citylight

o Piplod

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 o Bhatar

o Adajan

o Pal

o Varachha

o Other___________

Annual Income Of family

o 0 – 5 Lakhs

o 6 – 15 Lakhs

o 16 – 25 Lakhs

o 26 – 35 Lakhs

o 35 Lakhs & above

Educational Background

o Doctorate Degree

o Post Graduated

o Graduated

o Diploma Certificate

o Class 12th

o Class 10th or Below

Occupation:

o Government Employee

o Private Employee

o Business

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 o Profession

o Housewife

o Retired

o Other ________

Do You Purchase any Branded Clothes:

o Yes

o No

Which of the following brands product do you purchase:

□ HUGO BOSS

□ Armani Exchange

□ Lacoste

□ Calvin Klein

□ Tommy Hilfiger

□ None of the Above

How Often do you purchase clothes of these brands

o Once a week

o Once in two weeks

o Once a month

o Once in three months

o Once in six months

o During festivals

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 o Once a year

Likert Scale: Buying Behaviour on Various parameters

Rate the Following Factors on the Likert Scale that you feel are important before
making the purchase from the above-mentioned brands:

(Highly Satisfies=HS Satisfies=S Neutral=N Dissatisfied=DS Highly

Dissatisfied=HDS)

Particulars HS S N DS HDS
Quality of the Product
Price of the Product
Offers on the article

Do you believe that organizations should contribute towards any social cause?

o Yes

o No

How much average do you spend while purchasing clothes at one time:

o Less than 2000

o 2000 – 5000

o 5001 – 8000

o 8001 – 11000

o 11001 – 15000

o More than 15000

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Coding

Variable Variable Name Question Coding

Number Number
1 Gender 2 Male = 1
Female = 2
2 Age Group 3 31-40 = 1
41-50 = 2
51-60 = 3
3 Area 4 Vesu = 1
Althan = 2
Citylight = 3
Piplod = 4
Bhatar = 5
Adajan = 6
Pal = 7
Varachha = 8
Other = 9
4 Annual Family Income 5 0 – 5 Lakhs = 1
6 – 15 Lakhs = 2
16 – 25 Lakhs = 3
26 – 35 Lakhs = 4
35 Lakhs & above = 5
5 Educational Background 6 Doctorate Degree = 1
Post Graduated = 2
Graduated = 3
Diploma Certificate = 4
Class 12th = 5
Class 10th or Below = 6
6 Educational background 7 Government Employee = 1
Private Employee = 2
Business = 3

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 Profession = 4
Housewife = 5
Retired = 6
Other = 7
7 Purchase of branded clothes 8 Yes = 1
No = 2
8 luxury brand’s product you 9 HUGO BOSS
purchase Armani Exchange
Lacoste bought=1
Calvin Klein not
Tommy Hilfiger bought=0
None of the Above
9 Frequent purchase of clothes 10 Once a week = 1
Once in two weeks = 2
Once a month = 3
Once in three months = 4
Once in six months = 5
During festivals = 6
Once a year = 7
10 Satisfaction from quality of 11 Highly Satisfied = 5
the article purchased Satisfied = 4
Neutral = 3
Dissatisfied = 2
Highly Dissatisfied = 1
11 Satisfaction from price paid 12 Highly Satisfied = 5
for the article Satisfied = 4
Neutral = 3
Dissatisfied = 2
Highly Dissatisfied = 1
12 Satsifaction from offers 13 Highly Satisfied = 5
introduced by the brand to Satisfied = 4
promote its products Neutral = 3
Dissatisfied = 2

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 Highly Dissatisfied = 1
13 Contribution of organisation 14 Yes = 1
towards any social cause No = 2
14 Average amount spent while 15 Less than 2000 = 1
making the purchase from 2000 – 5000 = 2
the luxury brands 5001 – 8000 = 3
8001 – 11000 = 4
11001 – 15000 = 5
More than 15000 = 6

61