Analysis of Purchasing Decisions and Brand Loyalty of Consumers towards Apple Products¬ – A Study in Coimbatore District

Abstract

Gadgets have become an essential part of the lives of current generation. This study aims to find out the influence of brand loyalty while purchasing gadgets in Coimbatore District. Thestudy also concentrates deeply on the features that affect the consumers to prefer a particular brand of gadgets. The population for this exploration were Apple users above the age of 18 in the Coimbatore district. A formative questionnaire was framed and variables like demographic, specialized attributes, features of the gadgets were included. This method was exercised in order to collect the primary data from the respondents. The data was analysed with the help of statistical tools such as percentage analysis, Friedman rank analysis, Chi square test and ANOVA. Constructive suggestions were provided with the help of results so derived.