Brand Loyalty and Advertisement: A Statistical Investigation in Guwahati City for some FMCG Products

Authors: Pinky Baruah

Abstract: Advertisement is a skilful tool and can be used to create market environment and it helps to create demand through convincing. Advertising acts as a powerful instrument to build customer loyalty and assure repeat purchases. In our study we use binary logistic regression and repurchase behaviour to measure loyalty and advertisement effect and found that households are affected by advertisement in different ways.

DOI: https://doi.org/10.5281/zenodo.15744515