AN IMPACT ON BRAND FIDELITY OF BRITANNIA PRODUCTS WITH SPECIAL REFERENCE TO COIMBATORE CITY

S.Ramya; Mrs. S.Haripriya

Volume : VIII, Issue : IV, April - 2019

AN IMPACT ON BRAND FIDELITY OF BRITANNIA PRODUCTS WITH SPECIAL REFERENCE TO COIMBATORE CITY

S. Ramya, Mrs. S. Haripriya

Abstract :

Brand fidelity should be the main source of a company. Britannia Industries Limited is an Indian food products corporation. Britannia has an estimated market share of 38%.The study has been undertaken with a view to examine the and fidelity of Britannia products in Coimbatore city. The focus of this study is to know about the overall satisfaction about Britannia products loyalty that is being rendered by the companies. It is purely based on the view points, feelings and also the response expressed by the customers of Coimbatore city. The study also reveals the reason for buying the Britannia products. The study outcome indicates that the customers were satisfied towards the Britannia products. From this study it is concluded that the demographic variables such as age, group are having great impact on the fidelity of Britannia products.