Vol. 2, Issue 7, Part I (2016)

Abstract
Brand loyalty plays an important role in consumer durable industry. Brand loyalty is a result of consumer behavior and is affected by a person’s preferences. Loyal customers will consistently purchase products from their preferred brands, regardless of convenience or price. Brand loyalty is where a person buys products from the same manufacturer repeatedly rather than from other suppliers. The advertisements play a vital role in creating a brand loyalty of consumer durables with the customers. The present study is a unique attempt to assess the impact of brand loyalty for deciding purchasing pattern of selected consumer durable products in Coimbatore district.