An Analysis of the Key Factors of Brand Loyalty for Protein Powder Among Gym-Goers In Imphal, Manipur

This study explores the key factors influencing brand loyalty for protein powder among gym-goers in Imphal, Manipur. Focused on understanding the impact of product attributes, social influence, and brand reputation, the research identifies the most critical elements that drive loyalty within this demographic. Using survey data from gym-goers, we analyzed preferences for protein types, forms, and flavours. Findings reveal that brand reputation, flavour, and protein type are primary loyalty drivers, while nutritional content and price hold moderate influence. Notably, social influences were found to have minimal impact. Among brands, Muscle Blaze emerged as the top preference, followed by Optimum Nutrition. Animal-based protein was preferred, particularly whey protein, with concentrate forms and classic flavours like chocolate leading in popularity. Hypothesis testing showed significant relationships between price, flavour, and satisfaction, affirming their roles in brand loyalty, whereas social influence had no substantial effect on perceived value. These insights highlight the need for brands to prioritize product quality, flavour variety, and brand trust to foster consumer loyalty.