Differentiated Marketing And Its Influence On Consumer Loyalty And Repeat Purchase Behavior: A Triple Bottom Line Approach For Tamil Nadus Homegrown Organic Personal Care

Authors: Yamini.R, Dr. Rajesh Chinnasamy

Abstract: The organic personal care industry in India has witnessed rapid growth, driven by increasing consumer awareness of sustainability, natural ingredients, and eco-conscious consumption. Homegrown brands in Tamil Nadu have leveraged differentiated marketing strategies to compete against larger multinational players. This conceptual paper develops a framework linking differentiated marketing with consumer loyalty and repeat purchase behavior. Drawing from relationship marketing theory, brand differentiation, and consumer behavior literature, the paper proposes that product authenticity, eco-friendly packaging, cultural branding, and ingredient transparency foster trust and loyalty, which in turn drive repeat purchases. This report analyzes the critical role of differentiated marketing in fostering consumer loyalty and driving repurchase decisions for homegrown organic personal care brands in Tamil Nadu. By integrating the Triple Bottom Line (TBL) framework of environmental, social, and economic factors, by exploring how local brands can build a sustainable competitive advantage in a rapidly growing market.