Abstract

Brand loyalty is determined by several distinct psychological processes of the consumers and entails multivariate measurements. Product features (Fragrance / Skin care / Germ fight features / Colour) is one of the most important factors that affect brand loyalty. The relationship between the availability of the toilet soap and the extent of brand loyalty was also found to be significant. Brand loyalty of toilet soap users in Dhaka city is moderately high. 63% of the consumers are brand loyal. On the contrary only 9% of the consumers are switchers and the rest of the users are loyal among few brands. 100% of softcorebeandloyals and switchers told if the soaps are not available they will choose any other brands without any consideration. 75% of the customers are influenced by the brand name and perceived brand image of the toilet soap. Brand loyalty also depends on the influence of family members. 62.96% of the consumers were found to be influenced by the family members in buying their toilet soap brands. The effect of sales promotion varied among different brand loyal groups. Hardcore brand loyals are very less interested in sales promotion while softcore brand loyals and switchers are very much interested. Interestingly price and advertisements have no significant effect on the extent of brand loyalty.