A Study on Consumer Value Dimensions and Its Impact on Repurchase Intentions and Loyalty in The Indian Dairy Sector

This research investigates the multi-dimensional nature of consumer value and its downstream effects on repurchase intentions and brand loyalty within the Indian dairy industry. Using a quantitative approach, data from 300 urban consumers was analyzed through Multiple Linear Regression to identify how functional, monetary, emotional, and social values drive long-term retention. Findings reveal that emotional and functional values are the primary predictors of loyalty, providing a strategic roadmap for brands to move beyond price-centric competition.