A Case Study on Brand Personality and Consumer Loyalty in India's Booming Dairy Industry
Venkatesa Palanichamy N
Department of Agriculture, Agricultural College and Research Institute, TNAU, Coimbatore, India.
Kalpana M *
Department of Computer Science, Agricultural College and Research Institute, TNAU, Coimbatore, India.
Sivapriya P
Agricultural College and Research Institute, TNAU, Coimbatore, India.
Santhosh Kumar M
Agricultural College and Research Institute, TNAU, Coimbatore, India.
*Author to whom correspondence should be addressed.
Abstract
India's dairy industry is witnessing significant growth, driven by factors such as rising disposable incomes, evolving consumer preferences, and the emergence of foreign brands. As the market expands, establishing a strong brand image becomes essential. This research focuses on assessing the brand personality of AMUL, a prominent player in the Indian dairy market, and its influence on consumer loyalty. Utilizing a structured questionnaire administered to respondents in Coimbatore District, this study measures consumers' attitudes towards AMUL, its brand personality. Through exploratory factor analysis, four key dimensions of AMUL's brand personality viz., activity, simplicity, responsibility and emotionality are identified. The findings reveal a positive correlation between brand personality and consumer attitude, indicating the importance of personality in brand perception. The study underscores the importance of aligning branding efforts with consumer preferences and suggests strategies for AMUL to enhance its brand image and brand personality. By leveraging these insights, AMUL and other dairy firms can effectively engage consumers, strengthen brand equity, and sustain market competitiveness in India's dynamic dairy landscape.
Keywords: Brand personality, consumer attitude, exploratory factor analysis, AMUL