Customer Patronage towards “brand: Sanchi”: Evidence from Bhopal, Madhya Pradesh (india)

Abstract

Kumar Siddhartha

The marketing strategies are designed or tailored sometimes to bring up customer consumption. To earn the consumers’ patronage, in turn, and attempt to surpass the value additions made by competition. The retained consumer’s brand association ensures growth of the firm, for the reason the companies put optimized resources to position or reposition their brand or the specialized product in the market. Milk/ product brands like Sanchi, Amul, Saurabh, Khajuraho and Patanjali in Madhya Pradesh have been indulged into controlling orientation of consumers under the influence of various psycho- demographic factors that govern their consumption cycle. The study with a convenience sample of 185 customers has aimed to identify these factors for brand Sanchi in Bhopal to check with consumers about their brand loyalty, perception and patronage towards Sanchi. Result show that despite loyalty of customers towards Sanchi, they may switch to another brand, if made available for complete satisfaction after consumption

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