Literature Review

Various researchers have published papers on various factors which influence

the factors on brand loyalty on consumer durables and mobile phones. We
have also considered the researches where researchers have mentioned
various factors which determine the purchase behaviour of consumers as it is
important factor in determining the brand loyalty. Through these researches
we are also able to see a bigger picture which can be among the nations. Also,
through this review we are trying to identify the unexploited areas so that we
can know more about the factors and their relationship in order to determine
the brand loyalty. Through the research we also wanted to know about the
potentials of rural India and urban India, so that we can include both in our
research in order to maintain the heterogeneity of the sample.

1) American journal of industrial and business management, 2018,8,1624-

1633.

They had published a paper on the influence of factors on brand loyalty

on mobile phones. In this research paper they have explained why it is
important to focus on customer loyalty in order to build brand loyalty.
The objective of there was study to determine the key element and their
contribution towards brand loyalty. The study showed a significant and
positive relationship between brand loyalty and subjected variables,
including brand image, customer satisfaction, trust and promotions.
They also noted that the data is highly deviated from promotion
(advertisement) and least with the brand image which was favourable.
This study was basically for the manufacturers so that they can make
decisions and take number of steps in order to retain and gain more
customers as they will be able to understand from this research that
what are the factors determining the customers loyalty towards a
particular brand. these factors can be further tested to know what
matters to the consumer the most.
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2) Investigate the relationship between brand equity, brand loyalty and

customer satisfaction by Farbod Souri

This study showed the relationship between brand equity, brand loyalty
and customer satisfaction. in this research they showed that there is a
huge impact of brand equity on both customer satisfaction and loyalty.
Brand equity of a company is nothing but the commercial value that is
derived from customers perceived image of that brand. So with higher
brand equity the brand image will be improved and will drive more
towards brand loyalty and customer satisfaction. in our research as well
brand equity will play an important role as in cases of phones also the
customer satisfaction and loyalty is important in order to retain the
customers. The learning from this paper was that Brand equity can also
affect the brand loyalty, given that the competition is very high in the
mobile phone industry this criterion can play a major role.

3) A study on consumer preference towards purchase of electronic

consumer durables from retail malls by Dr. Ritesh K Patel, 2013.

In this research paper they have discussed that the demand for
electronic goods have increased over period due to greater disposable
income and changing lifestyle. The demand for these goods is not only
including in the urban areas but also in rural areas. They have considered
advertising as key factor in order to influence the consumer buying
patterns. The study focused on why particular electronic product is sold
from retail mall and what factors influence more consumer preference
in purchasing a product from organised retail mall. It focused on the
current scenario of retail in India and the future potential. The study
found that the factors like specific cost benefit, technological factors,
promotional factors, social- culture, trust factors, satisfaction for retail
mall which influence the consumer preference. Demographical factors
are also important factors like age, occupation, education, income and
family structure. From the study we were able to learn about more
factors like demographic which can influence consumer preferences, and
how the purchase pattern is if they are buying from retail malls.
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4) Social influence on consumer’s purchasing behaviour and related

marketing strategy- a cross nation study by He Xihao, 2009

the paper described and empirical study investigating the difference

between the reference groups influences on consumer behaviour in cell
phone purchasing decisions among the users from China and US. The 3-
reference group that influence are informational influence, utilitarian
influence and value expressive influence which were examined through
a survey. The results indicated that there is a huge difference in terms of
purchasing behaviour according to these reference groups. The
differences can be due to fundamental cultural and social differences.
the research showed that there were huge variations in the buying
patterns of consumers of China and US. The basic learning from this
research was the social reference groups can also be a factor to
determine the customer loyalty and also, we were able to see a global
picture by comparing two nations and understood that the purchasing
patterns can be different and also the customer satisfaction levels.