Exploring relationship between product variants and brand loyalty - Gadekar, Mahesh
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The present book attempts to review the literature in the domain of marketing management for the construct of brand loyalty with reference to the product variant choice decisions amongst youth. Interestingly, the emerging markets have been witnessing an enormous growth in the retail sector. Variety seeking tendency is now not an exclusive domain of the consumers in the developed countries, rather the consumers around the world especially the emerging markets are more proactive about their preferences. The variety seeking tendency amongst the emerging markets consumers are evolving. The present…mehr

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Produktbeschreibung
The present book attempts to review the literature in the domain of marketing management for the construct of brand loyalty with reference to the product variant choice decisions amongst youth. Interestingly, the emerging markets have been witnessing an enormous growth in the retail sector. Variety seeking tendency is now not an exclusive domain of the consumers in the developed countries, rather the consumers around the world especially the emerging markets are more proactive about their preferences. The variety seeking tendency amongst the emerging markets consumers are evolving. The present review explore the relationship through a review of brand loyalty and product variants.
Autorenporträt
Dr. Mahesh Gadekar is a faculty in the area of Marketing and Economics. He has been awarded PhD by the University of Pune in the area of marketing management. He has more than 15 years of experience. His research areas are variety seeking behavior, consumer behavior, product development, brand management.