Cultural influence on brand loyalty of rural consumers in the Indian context

Abstract

Purpose The purpose of the study is to develop a scale to identify and measure cultural factors and brand loyalty among rural consumers. The study also seeks to analyze the impact of identified cultural factors on the overall brand loyalty of rural consumers. Design/methodology/approach A questionnaire was developed to measure cultural factors and brand loyalty of rural consumers. Exploratory factor analysis was carried out to identify cultural factors, and a regression analysis was carried out to study the impact of the identified factors on brand loyalty. Findings Four dimensions of culture were identified from the study, i.e. virtuousness, religion, sociability and ethnocentrism. The analysis reveals that virtuousness is the most influencing factor on brand loyalty of rural consumers, followed by sociability and religion. Ethnocentrism was found to have insignificant influence on brand loyalty. Research limitations/implications The Indian rural market is a market of opportunity and unlimited business potential. An understanding of the cultural factors of rural markets and their influence on brand loyalty would help marketers and business organizations build an appropriate market strategy to explore benefits. Originality/value The paper attempts to explore the influence of certain cultural factors on the brand loyalty of Indian rural consumers, which has not been researched extensively. This provides a good insight for all marketers who want to succeed in this market.

The Effect of Value Perception and Satisfaction Towards Loyalty of Gojek Customers in Yogyakarta

“…Although there are several challenges and weaknesses, this research provides useful insights, especially in the field of marketing management, particularly in studying customer loyalty. Future research can replicate this model to other sectors with big data or samples Parida and Sahney (2017). This research is expected to provide recommendations for academics and non-academics, especially in assessing customer loyalty.…”

“…Customer loyalty is also a customer's willingness to use the company's services in the long run (C. Lovelock, Wirtz, & Mussry, 2010). Specifically, loyalty can be influenced by various variables such as perceived value, satisfaction, and culture in certain conditions or circumstances (Diallo, Diop-Sall, Djelassi, & Godefroit-Winkel, 2018;Parida & Sahney, 2017). Based on this, several key factors of customer loyalty are meeting customer needs and customer satisfaction.…”

“…Specifically, loyalty is the willingness of consumers to continue to subscribe for the long term and use the product repeatedly and voluntarily recommend it to their colleagues (Chebat, El Hedhli, & Sirgy, 2009;CH Lovelock & Wright, 2007). Various variables that influence loyalty include perceived value, satisfaction, culture, commitment and trust (Diallo et al, 2018;Parida & Sahney, 2017;Tjiptono, 2009). Loyalty can be created from several variables, including value creation and satisfaction (Barnes, 2003).…”

“…Customer loyalty is influenced by a mindset about a product which is based on perceptual factors and the level of satisfaction experienced by a person (Katsikeas et al, 2016). In addition, cultural factors also affect a person's mindset which ultimately affects their behavior (Parida & Sahney, 2017). Perceptions of value, satisfaction and culture are important factors in customer loyalty (Diallo et al, 2018;Parida & Sahney, 2017).…”

“…In addition, cultural factors also affect a person's mindset which ultimately affects their behavior (Parida & Sahney, 2017). Perceptions of value, satisfaction and culture are important factors in customer loyalty (Diallo et al, 2018;Parida & Sahney, 2017). The relationship between perceived value and customer loyalty varies and is influenced by time orientation (Diallo et al, 2018).…”