INTRODUCTION:

The term Brand Loyalty is been defined by many researchers over the
time. The broader vision of brand loyalty illustrates the utter satisfaction
and likability of the consumer to a typical brand in a specific sector
(Bloemer and Kasper, 1995). Hence, brand loyalty has become a known
phenomenon from decades. However; there are many factors which
influence brand loyalty directly or indirectly. As time passed more brands
entered in the market, this is due to emerging markets and globalization.
Owing to the tough competition companies are more focused on keeping
old customers than attracting new ones (Heskett et al, 1994).
Globalization is the most important factor which is influencing the change
in the customer preferences and customer satisfaction. As the time
passed in Pakistan a number of MNCs have been penetrated and which
has increased the customer awareness. Emerging markets has largely
affected the preferences of customers for international brands over
national brands. Customers put more focus on the brands which fulfills
their maximum needs than those which are available every time (Zeenat
et al, 2012).
The factors, which influence customer buying preference and the changes
in the buying patterns along with the major factors which influence brand
loyalty and customer satisfaction, will be studied in the research. In
Pakistan, the buying habits of consumers have been changed due to new
brands and better availability in large retail stores. This has changed the
buying behavior of the consumer on the whole. The study tries to identify
the key factors which affect the brand loyalty and how factors like
consumer preference, price, and quality and post purchase experience
affect brand loyalty. Consumer preference is influenced by the consumer
behavior. Consumer behavior is a broader term which contains information
like psychology, sociology, social anthropology and economics (Tripathi
and Singh, 2012). Dr. Tripathi studied the patterns of consumer behavior
in their research; they studied the major factors of consumer preferences
on mobile phone buying in India.
In the developing country like India or Pakistan, the influence of emotional
buying is higher than rational buying. Psychological affect is maximum
than any other factor in consumer buying behavior or preferences (Tripathi
and Singh, 2012). Usually consumers use five major steps in the decision
making process. The five steps will be stated in the paper ahead, although
in the FMCG sector, consumers usually shift from 1 st step i.e. need

recognition to 4th step purchase decision and they also change their
decision immediately in the next buying process due to 5 th step; post
purchase experience. (Johnston, 2013).
The trend of using washing powder is common in Pakistan. Ladies use
most convenient and commonly sold detergents for cleaning their
valuable clothes. Though due to increased brand awareness the need of
fabric care is increased, as people spent a lot of money on buying clothes
so ruining the valuable clothes with harsh chemicals in not at all accepted.
In this study, I will analyze the issues faced by household ladies who
laundry and handle the homecare. Also I will consider the factors which
influence them to stick to their favorite brand or on which grounds they
can shift to another brand especially in laundry or fabric care.
In the cleaning industry much likely called as home personal care
industry, there is strong brand loyalty to some market leaders like Ariel,
Surf Excel or Brite. In this scenario changing the market trend or shifting
general public to a new entrant is a biggest challenge. The Research helps
to analyze the gap between brand loyalty and consumer preference on
the whole.

PURPOSE STATEMENT:
The increase of globalization changed the buying preference of the consumers
even in the third world countries like Pakistan. In this scenario maintaining the
performance quality of all products is also important for companies otherwise
consumers can easily shift their favorite brand to the closest substitute.
Therefore, the main purpose of this study is to explore the consumer point of
view regarding the major factors which influence their brand loyalty or buying
preference especially in Fabric care range. Along with this, the buying preference
will help in identifying the causes of market trends at this moment.

OBJECTIVE OF THE STUDY

The objectives of this are identified below:
1. To explore identify, the factors of brand loyalty affecting the buying
preference of the consumers
2. To identify the affect of globalization on consumer buying preference
3. To figure out, the importance of consumers preference upon brand loyalty
with other factors like quality, price, credibility, reliability and
advertisements.

4. To critically analyze, the consumer preference impact on brand loyalty in

Fabric cleaning industry.

SIGNIFICANCE OF THE STUDY

The present study will be significant in many ways; it will contribute to the body
of knowledge by:
Firstly, this study will describe the effect of academic phenomena of brand
loyalty and consumer preference in the real life most importantly in the fabric
care industry. Brand loyalty is been discussed and observed under different
circumstances and scenerios, studying its impact in the fabric care industry i.e.
using or buying laundry detergents, fabric softeners and other such products is a
new and still needs to be studied. As we know that in every industry the results
do change and the buying preference of consumers are different in shopping
goods and consumer goods.
Secondly, this type of study is not conducted in Pakistani environment before.
This particular study will help companies to get consumer insight and they can
develop new strategies to gain maximum market share locally in Pakistan.

RESEARCH QUESTION
MAIN QUESTION
How consumer buying preference and closely related factors affect brand loyalty

SUB QUESTION
1. What are the major factors which affect the brand loyalty in a positive or
negative way?
2. What is the intensity of each factor on Brand Loyalty?
3. How is the globalization affect on brand loyalty or brand choice?

LITERATURE REVIEW
The brand Loyalty is a known phenomena and it is analyzed under different scenarios. The
relationship of brand loyalty and consumer preference is being under discussion by different
researchers. In 1994, Bloemer and Kasper have studied brand loyalty and customer
satisfaction. Just like this, the details of other direct and indirect research papers are listed
below.
An Examination of the effect of product performance on brand reputation, satisfaction
and loyalty
Fred in 1993, focused on different aspects of brand loyalty. Fred studied the correlation of
performance quality with different independent variables like customer satisfaction and brand

reputation. Along with this, the researchers studied the moderate effect of performance and
satisfaction on brand loyalty. The study explains the main concept of relationship between
brand reputation and customer satisfaction. The key function of brand is to facilitate choice
when intrinsic cues or attributes are difficult or impossible to employ. The intrinsic cues
include the physical or technical composition of the product. Brand may be evaluated on the
extrinsic cue which includes brand name, brand price and packaging. In order to judge or
evaluate the intrinsic cues of a product it needs to be used at the first hand. This aspect is
similar in product and service.
Brand trust in context of consumer loyalty
Companies focus on brand loyalty and consumer interest because it enhances the companys
strategy towards the competitor threats. Most of the studies focus on psychological
orientation, which supports the brand strength (Dick and Basu, 1994), this approach centers
around perceived quality, customer satisfaction and loyalty. Current study centers on brand
trust and commitment. The concept of brand trust is about affective and emotional
commitment between the brand and customer. In the study by Duhan (1996) and Selnes
(1993) brand reputation is considered as a mediating variable between satisfaction and
loyalty. According to the commitment theory trust is the key variable in the development of
an enduring desire to maintain a relationship in a long term. Consumer behavior can be
analyzed by understanding different important variable like commitment, satisfaction price,
tolerance and trust. (Dick and Basu, 1994). The commitment theory is different with variable
like price, tolerance and other antecedents. In this study, the trust is identified as feeling of
security; the respondents had to demonstrate the degree of security they feel from the brand.
The results in this study says that brand trust has a significant effect, which in turn influence
the customers price tolerance towards the brand and also customer involvement exerts a
moderating effect on relationship between brand trust and customer commitment. (DelgadoBallester & Munuera-Aleman, 1999)

The determinants of Brand Equity

The paper discussed about the brand equity measurement for the Greek companies. AS it is
defined that brand is an intangible asset. Researchers measure brand equity for the company
either for acquisition or divestiture to manage assets of the company. Brand value can be
studied by four methods cost based approach, market based approach, income based approach
and formulary based approach. The brand equity can be extracted from the financial value of
the brand in the market. In order to understand the equity the independent variable are
concentration, current and past advertising expenses. As it is observed that advertising affects
the brad equity through quality, association and user experience. They age of the brand is
related to loyalty and awareness; the age of the brand identifies its consistent product quality
and consumer expectations (Simon and Sullivan, 1993). Three models such as pooled model,
fixed effect model and random effect model are used to test the brand equity of the Greek
companies. The conclusion is; the more the company invests upon marketing; it puts higher

influence on brand equity. The life of the firm also affects the brand equity. (Kapareliotis &
Panopoulos, 2010)

Consumers' true brand loyalty: the central role of commitment

(Amine, 1998 ) Brand loyalty towards national brand is more crucial as compared to
international brand due to intense competition due to private labels and generic product.
Usually consumers have a consistent behaviour towrads brand and consumer preference. The
consistent behaviour to some contingent factors store loyalty, lower price narrow assortment
etc. The consistent price depends on consumer percieved benefits related keeping to this
relationship with the brand. The initial study defines the the concept as a sole brand purchase.
The repeat buying purchasing is due to a number of sources such as; retail store, brand
pricing, store loyalty and lack of promotion on competitor brands. The attidudanol
component refers to the strong internal disposition of the consumer to continue buying the
same brand.
More recently, Agrawal (1996) operationalized the strength of the attitudinal component of
brand loyalty through the relative price differential which is necessary for consumers to
switch to a competitive brand (given the habitual price levels of the brands studied).
The theorretical and managerial implications used the attidutional bond of the brand to
distinguish between inertia and true loyallty according to Bloemer and Kasper (1993).
In addition to its relevance at the brand level, the upstream
approach of loyalty and the active role that commitment plays in the consumerbrand
relationship may have great potential for explanation of the links between customers and
firms or retail stores viewed as corporate brands. The marketing literature shows that
customers loyalty to stores or firms is more frequently related to their perceived images.
The moderator effect of monetary sales promotion on the relationship between brand
trust and purchase behaviour
Just like (Delgado-Ballester & Munuera-Aleman, 1999), this study also states the important
factor of brand trust and its impact on brand equity. Trust plays a vitol role in the consumerbrand relationship and brand buying behaviors in retail settings has received inadequate
attention from marketing scholars. Brand trust consist of two components i.e. credibility and
performance. Brand trust also put impact consumer buying behavior. Higher brand trust
results in higher brand purchasing and reliability also affect the customer satisfaction.
Another important factor i.e. sales promotion enhances the sales of the brand which increases
the brand trust and changes the consumer buying behavior. According to this study brand
trust consist of reliability and intention. These components change the purchase decision if
sales promotion gets in the buying decision of the consumer. (SHERRIFF T.K. LUK, 2008)

Factors affecting Brand Loyalty: A Study in an emerging market on fast moving

consumer goods
In the studies above we studied the concept of brand trust, brand loyalty and and brand
consumer relationship under different scenerios. As our study will revovle around the buying
behavour and brand loylaty so studying the fast moving consumer good will be the most
effective way to understand the gap. Similarly (S. Ramesh Kuamr, 2005) in there study the
combined effects of brand benefits, brand symbolism, brand trust, genetic influence and price

consciousness of consumers on brand loyalty for toothpaste product category. The research
identified how to manage brand loyalty under different scenarios and suggested that
marketers need to support the traditional axiomatic view of brand loyalty in the emerging
market.

Factors Affecting Consumer Preference of International Brands

over Local Brands
(Zeenat Ismail, 2012) This is a local study and It helps to analyze how globalization and
emerging markets have influenced the buying patterns of young adults. Sometimes foreign
brands specificly from regions like Europe and USA are considered to be top quality and
expensive. So, the country and origin of the product also put significance on the buying
preference of the consumer. The perceived quality of the product is judged with the
excellence and superiority of the product among competitors. (Abdul Wahid Mohd Kassim,
2014 ). According to Zeenat, the global brands are more significant as compared to local
brands. The perceived quality paired with the status symbol, signifies on the consumer
preferences.

THEORETICAL FRAMEWORK
Brand Trust

Globalization
Consumer
Buying
Preference

Percieved
Quality

Reliability

Advertisemen
ts

Brand Loyalty

BIBLIOGRAPHY
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Amine, A. (1998 ). Cosumers' True Brand Loyalty: the central role of
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Delgado-Ballester, E., & Munuera-Aleman, J. L. (1999). Brand trust in context of
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Johnston, E. (2013, June 24). 5 steps f understanding your consume's buying
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https://www.b2bmarketing.net/resources/blog/5-steps-understanding-yourcustomers-buying-process
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