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Indians more loyal to footwear, apparel brands: KPMG

22
Dec '19
Pic: Shutterstock
Pic: Shutterstock
Indian customers are more inclined to be loyal to footwear and apparel brands, followed by food and groceries, said a recent KPMG report. They are least loyal while choosing sportswear and liquor purchases. They are more likely to return to a brand and stick to it if they find the product quality consistent and it the brand offers higher value for money.

Close to 81 per cent Indian respondents stated that product quality was a factor in brand loyalty compared to 75 per cent globally. In the case of value for money, 74 per cent of Indian consumers said it was a factor, compared to 66 per cent globally.

The quality of customer service also figured high on the list of factors driving brand loyalty in India, with 73 per cent of Indian respondents choosing it as a priority compared to the much lower 57 per cent global average.

“Trust remains a concern: 46 per cent of respondents said familiarity or comfort influenced their loyalty, a sentiment that was particularly strong in mainland China, India and Mexico, but weaker in Belgium, Japan, the Netherlands and the UK,” KPMG said.

Fibre2Fashion News Desk (DS)


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