An Examination of the Effect of Product Quality on Consumer Brand Loyalty with Reference to Reliance Trends

( Vol-11,Issue-4,July - August 2025 )

Author(s): Umamaheswararao Gobbilla, Gampa Usha

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Page No: 149-166
DOI: 10.22161/ijaems.114.18

Keywords:

Product Quality, Consumer Brand Loyalty, Customer Satisfaction, Retail Apparel Industry, Brand Perception, Consumer Behaviour, Purchase Intentions, Customer Retention, Fashion Retail Market, Brand Equity, Indian Retail Sector, Customer Loyalty Strategies, Brand Trust, Shopping Experience.

Abstract:

This study investigates the impact of product quality on consumer brand loyalty within the context of Reliance Trends, a leading Indian fashion retailer. Employing a descriptive and causal research design, data were collected through structured questionnaires from 150 customers in urban and semi-urban areas, focusing on attributes such as fabric durability, design, fit, and overall satisfaction. The analysis revealed that high product quality significantly influences customer loyalty, with most respondents expressing satisfaction with fabric quality and durability. Additionally, factors such as consistent quality, packaging, and favorable price-quality perceptions positively correlate with repeat purchases and brand advocacy. These findings underscore the importance of maintaining superior product standards to foster long-term customer loyalty. The research highlights that a strategic focus on product quality is vital for sustaining competitive advantage and ensuring sustained business growth in the dynamic retail market.

Received: 09 Jun 2025; Received in revised form: 07 Jul 2025; Accepted: 11 Jul 2025; Available online: 14 Jul 2025

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