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To achieve long- term profitability. you need to create and maintain loyal customers, but it's hard to do so in the competitive environment. Brand loyalty is the repeated purchase of any customer that reflects continuous buying and shows a positive attitude towards the brand to buy that product in the future. This is not a repetitive purchase; it is a psychological commitment for the customer towards the brand. Purchasing behavior refers to individuals or organizations doing business along with the impact of various factors that influence them in decision making on the purchase of products and services in a market.