Impact of Consumers' Brand Loyalty Towards Nestlé Products in NCR, India

This study aimed to assess customers' loyalty to global brands by examining the factors influencing brand loyalty. Consumers assess products based on intrinsic and extrinsic cues, and various factors contribute to their loyalty. The research focused on revealing the relationship between brand loyalty and its determinants, specifically emphasizing the brand's name, design, quality, price, and promotion. The primary objectives were to investigate the factors impacting brand loyalty for Nestlé products, identify the most influential factors in Nestlé product loyalty, and assess the correlation between consumer satisfaction and brand loyalty for Nestlé products. The research employed a descriptive survey research design, utilizing a structured questionnaire for data collection. The data analysis was conducted using Partial Least Squares (PLS). The study was carried out in the North and Central Region (NCR) of India, with a sample size of 225 participants. The findings indicate that the key factors influencing consumer brand loyalty are the brand's name, quality, price, and promotion.