Indian Parents' Perspective towards Brand Loyalty and Kids’ Wear Safety

Kothari, Vasant and Mathews, Soney (2015) Indian Parents' Perspective towards Brand Loyalty and Kids’ Wear Safety. BVIMSR’s Journal of Management Research, 7 (2). ISSN 0976 - 4739

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Parental care is an essential part of human nature. Parents have the most important role for ensuring the safety and wellbeing of their children. Children of all ages are at risk of injury from wearing defective clothing. Product safety refers to the reduction in the probability that use of a product will result in injury, death or negative consequences to the people who are going to use it. Customer satisfaction and brand loyalty is an evolving trend that is considered an essential concern for which the business firms are very sensitive. Study has been conducted to know whether Indian parents will be loyal to the brands who will provide safe garments for the kids. In this study, the data has been collected with the help of structured questionnaire from 1235 parents from Bengaluru, India. The respondents were selected through stratified random sampling. This study proved that kidswear safety and customer loyalty have strong effect. Irrespective of gender, education, profession and family income, parents are ready to loyal with the brand which is going to provide safe garments for their kids.

Item Type: Article
Uncontrolled Keywords: Kids Wear, Customer Loyalty, Safe Garments, Brand Loyalty
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Law, Arts and Social Sciences > School of Business
Depositing User: Unnamed user with email
Date Deposited: 21 Nov 2016 08:39
Last Modified: 21 Nov 2016 08:39

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