AFFINITY MARKETING PERCEPTION OF CUSTOMERS – A STUDY WITH REFERENCE TO CO-OPTEX CUSTOMERS IN CHENNAI

Affinity Marketing technique is a blending of affinity and the marketing concept. Affinity Marketing is a strategy where a company associates with another organization to promote their products and services in exchange for entering into a new market. It refers to building a marketing strategy around the latest possible number of potential buyers by interacting with a third-party company. The clothing sense of the people is influenced by the behaviour, loyalty and affinity towards a particular brand or product. Co-optex is a well reputed Government owned marketer of handloom products. Success of any business requires knowledge of the targeted consumers and their affinity towards its products or services. The present study attempts to identify the determinants of brand affinity of customers towards Co-optex products and their purchase preference. Questionnaire was divided into two parts. Part I dealt with the demographic profile of the respondents. Part II dealt with the Brand Affinity towards Co-optex products. Percentage analysis was applied to find the demographic profile, buyer behaviour, purchasing preference and choice of co-optex products. Garrett Rank analysis was applied to obtain the purchase preference of various products offered by Co-optex. Factor Analysis results revealed the determinants of brand affinity as brand awareness, brand commitment, brand efficacy, brand evangelism, brand persona, brand trust and brand image.