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VOL. 13, ISSUE 1 (2026)
Impact of brand equity on consumer retention in Bengaluru City's retail sector
Authors
Dr. Nagaraju R C
Abstract
Customer retention has become a crucial factor in determining long term
profitability and sustainable business growth in Bengaluru City's fiercely
competitive retail industry. This study uses a quantitative research approach
to examine the impact of brand equity on customer retention in Bengaluru's
retail industry. It specifically looks at how customer retention is affected by
four major aspects of brand equity: brand awareness, brand associations,
perceived quality, and brand loyalty. Using a standardized questionnaire,
primary data was gathered from Bengaluru City retail patrons. Customer
retention and brand equity characteristics are significantly and favourably
correlated, according to the empirical findings. The most significant
determinants of customer retention were found to be perceived quality and brand
loyalty. The report emphasizes how crucial it is for Bengaluru City retail
managers to concentrate on strategic activities meant to build brand equity
because increased brand equity leads to higher consumer loyalty and better
retention rates.
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Pages:37-40
How to cite this article:
Dr. Nagaraju R C "Impact of brand equity on consumer retention in Bengaluru City's retail sector". International Journal of Multidisciplinary Research and Development, Vol 13, Issue 1, 2026, Pages 37-40
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