ASTUDYONBRANDLOYALITYWITHTHESPECIAL REFERENCE TOBAJAJ MOTORS, MYDUKUR

Abstract

Brand loyalty is a crucial factor that determines the long-term success of companies in the highly
competitive automobile industry. This study aims to analyze the level of brand loyalty among
customers of Bajaj Motors and to identify the key factors influencing their purchase and repurchase
decisions. The research focuses on customer satisfaction, brand image, product quality, price, and aftersales service as major determinants of loyalty. The findings reveal that Bajaj Motors enjoys a strong
level of brand loyalty among its customers, mainly due to product performance, fuel efficiency, brand
reputation, and reliable after-sales service. The study concludes that continuous innovation, improved
customer relationship management, and effective promotional strategies can further enhance customer
loyalty and strengthen Bajaj Motors’ competitive position in the market.