To Study the Role of Brand Loyalty on Gen-Z's Buying Behaviour of Mobile Phones in Ahmedabad City
DOI:
https://doi.org/10.59890/ijgsr.v3i10.85Keywords:
Brand Loyalty, Age, Consumer Behaviour, Mobile Phones, Chi-Square AnalysisAbstract
The current study investigates the relationship between consumer brand loyalty for mobile phones and demographic characteristics, specifically age. A structured questionnaire was administered to 150 respondents, and the data were analysed using SPSS software, including frequency distributions, reliability tests, and chi-square association tests. The 11 items assessing brand loyalty demonstrated strong internal consistency, as indicated by a Cronbach's Alpha value of 0.817. The majority of respondents were male (60%), between the ages of 18 and 25 (50%), and graduates (51.3%), according to the frequency analysis. To investigate the relationship between age and different aspects of brand loyalty, crosstab and chi-square analyses were carried out. Age and (i) faith in the quality of the favored brand (p = 0.014), (ii) the impact of positive reviews and word-of-mouth on loyalty (p = 0.018), and (iii) hesitancy to move to another brand (p = 0.007) were shown to be strongly correlated. According to these results, older consumers exhibit more consistent loyalty patterns, whereas younger consumers are more impacted by peer ratings and have an emotional bond with reputable companies. Age did not significantly correlate with other criteria like price sensitivity, after-sales service, or social media influence. The study's findings highlight the necessity for marketers to adjust their branding and communication methods in accordance with demographic profiles, even while brand loyalty is present across age groups and its determinants differ with age
References
Anusha, R., Anusha, A., & KrishnaPrasath, S. (2020). Does the Chinese Origin of Mobile Phones Matter to Generation Z Indians. , 40, 95-103.
Bansal, A., Pophalkar, S., & Vidani, C. (2023). A Review of Ed-Tech Sector in India. International Journal of Management Analytics (IJMA), 1(1), 63-84.
Bariya, M., Vidani, J. (2023). Analyzing Market Share: A Comparative Study of LG and Samsung Electronics in Ahmedabad. International Journal of Management and Commerce Innovations. Retrieved from https://ijmci.in/index.php/ijci/article/view/146
Bhatt, T., Vadher, P., & Vidani, J. (2023). A Study On Usage Of Variyas Online Payment Apps By The People Living In Ahmedabad City. International Journal of Business and Management Practices (IJBMP), 1(1), Article 39. https://doi.org/10.59890/ijbmp.v1i1.1314
Bhatt, V., Patel, S., & Vidani, J. (2017, February). START-UP INDIA: A ROUGH DIAMOND TO BE POLISHED. National Conference on Startup India: Boosting Entrepreneurship (pp. 61-67). Pune: D.Y. Patil University Press.
Biharani, S., & Vidani, J. N. (2018). ENTREPRENEURSHIP: CAREER OPPORTUNITY HAS NO GENDER DISCRIMINATION. Compendium of Research Papers of National Conference 2018 on Leadership, Governance and Strategic Management: Key to Success (pp. 101-104). Pune: D. Y Patil University Press.
Chalplot, D., Jagetiya, S., Vidani, J. (April 2024). Golden Arches of Success: Enhancing Customer Relationship Management at McDonald's, Wide Angle, Ahmedabad. International Journal of Educational and Life Sciences, 2(4). Retrieved from https://journal.multitechpublisher.com/index.php/ijels/article/view/1731
Chaudhary, N., Patel, V., & Vidani, C. J. (2023). A Review of Non-Technical Training Programmes Conducted by Corporate Trainers for IT Companies. International Journal of Management Analytics (IJMA), 1(1), 85-110.
Chourasiya, A., Zala, K., & Vidani, J. (2023). Unveiling discrepancies: Investigating disparities between anticipated and realized customer satisfaction with LG products in Ahmedabad. International Journal of Law, Human Rights and Constitutional Studies, 5(2). http://thejournalshouse.com/index.php/IntlJ-Law-Humanrights-Consstudy/article/view/922
Devani, P., Gandhi, R., & Vidani, J. (2024). Survey on differences in opinion on healthy and junk food between Gen. Y and Gen. Z. International Journal of Natural and Health Sciences, 2(1), Article 54. https://doi.org/10.59890/ijnhs.v2i1.1179
Dhere, S., Vidani, J. & Solanki, H. V. (2016). A SURVEY ON THE TOWARDS SATISFATION LEVEL OF THE CUSTOMER SHOPPING MALL'S: AN ANALYTICAL STUDY. International Multidisciplinary Journal Think Different, 3(24), 45-50.
Ghosh, K., & Bhattacharya, S. (2022). Investigating the antecedents of luxury brand loyalty for Gen Z consumers in India: a PLS-SEM approach. Young Consumers. https://doi.org/10.1108/yc-09-2021-1390.
Gohel, B., Yadav, V., & Vidani, J. (2023). A Study on Customer Satisfaction for Cakes of Monginis & TGB in Ahmedabad city. International Journal of Business and Management Practices (IJBMP), 1(1), Article 86. https://doi.org/10.59890/ijbmp.v1i1.1424
Gohel, B., Yadav, V., Vidani, J. (2023). Enhancing Dealer Satisfaction: Assessing Durability and Business Support of LG Products in Ahmedabad. Journal of Advanced Research in Service Management. Retrieved from https://adrjournalshouse.com/index.php/Journal-ServiceManagement/article/view/1789
Gosiya, P., Parekh, D., Vidani, J. (2024). Personalizing Customer Connections: Optimizing CRM Strategies in Levi's Retail Outlet in Ahmedabad city of Gujarat. International Journal of Integrated Science and Technology, 2(4). Retrieved from https://journal.multitechpublisher.com/index.php/ijist/article/view/1739
Guerra-Tamez, C., Flores, K., Serna-Mendiburu, G., Robles, D., & Cortés, J. (2024). Decoding Gen Z: AI's influence on brand trust and purchasing behavior. Frontiers in Artificial Intelligence, 7. https://doi.org/10.3389/frai.2024.1323512.
Gupta, K., Patel, P., & Vidani, J. (2024). A study on consumer attitude towards smoking amongst males and females of Gen Z in Ahmedabad. International Journal of Applied Economics, Accounting and Management (IJAEAM), 2(1), Article 94. https://doi.org/10.59890/ijaeam.v2i1.1306
Hansora, K., Khokhra, S., & Vidani, J. (2023). Flowing choices: An in-depth comparison of LG and Kent RO water purifiers amongst consumers in Ahmedabad City. Journal of Advanced Research in Business Law and Technology Management, 6(2). https://adrjournalshouse.com/index.php/business-law-tech-management/article/view/1820
Jha, V., Bhatt, H., & Vidani, J. (2023). Designing success: Analyzing the influence of Pantaloons retail store layout on consumer purchase intentions in Ahmedabad City. Journal of Advanced Research in Accounting and Finance Management, 5(2). https://adrjournalshouse.com/index.php/Journal-Accounting-FinanceMgt/article/view/1815
Joshi, K., Memon, A., & Vidani, J. (2024). Digital Marketing: A boon for the current business era. International Journal of Business and Management Practices (IJBMP), 2(1), Article 61. https://doi.org/10.59890/ijbmp.v2i1.1229
Kaneria, G., Shah, D., Gautam, J., Vidani, J. (2024). Enhancing Customer Relationship Management in Retail: A Case Study of Reliance Trends. International Journal of Educational and Life Sciences, 2(4). Retrieved from https://journal.multitechpublisher.com/index.php/ijels/article/view/1730
Korry, P., & Suartini, N. (2018). Influencing Factor on Brand Switching Behaviour Between Millennial and X Generation in Mobile Phone Market. International Research Journal of Management, IT and Social Sciences, 5, 80-92. https://doi.org/10.21744/irjmis.v5n6.378.
Ladhava, V. H., Patadia, A. R., & Vidani, J. (2024). A comparative analysis of user experience and satisfaction on Zomato and Swiggy among residents of Gujarat state. International Journal of Social Science and Innovation (IJSSI), 2(1). https://doi.org/10.59890/ijssi.v2i1.1239
Lodhiya, H., Jangid, Y., & Vidani, J. (2023). A study of loyalty programs on customer engagement for Bluestone Jewellery and Lifestyle Pvt Ltd. with special reference to the Shivranjani store in Ahmedabad city. International Journal of Business and Management Practices (IJBMP), 1(1), Article 85. https://doi.org/10.59890/ijbmp.v1i1.1443
Mala, Vidani, J. & Solanki, H. V. (2016). GREEN MARKETING-A NEw WAY OF MARKETING: A REVIEW APPROACH. International Multidisciplinary Journal Think Different, 3(24), 40-44.
Mer, K., Gothadiya, K., & Vidani, J. (2024). To study on comparative analysis of Amazon and Flipkart in reliability and delivery time in Ahmedabad city. International Journal of Business and Management Practices (IJBMP), 2(1), Article 37. https://doi.org/10.59890/ijbmp.v2i1.1216
Modi, R., Harkani, N., Radadiya, G., & Vidani, J. (2016). Startup India: Even Diamonds start as Coal. NTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD, 2(8), 111-116.
Niyati, B., & Vidani, J. (2016). Next Generation Children: Smarter or Faster. NTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD, 2(7), 110-114.
Odedra, K., Rabadiya, B., & Vidani, J. (2018). AN ANALYSIS OF IDENTIFYING THE BUSINESS OPPORTUNITY IN AGRO and CHEMICAL SECTOR - WITH SPECIAL REFERENCE TO AFRICAN COUNTRY UGANDA. Compendium of Research Papers of National Conference 2018 on Leadership, Governance and Strategic Management: Key to Success (pp. 96-100). Pune: D.Y Patil University Press.
Pandya, J., Skhereliya, S., & Vidani, J. (2024). To study of students' preferences towards overseas studies in Ahmedabad city. International Journal of Social Science and Innovation (IJSSI), 2(1), Article 52. https://doi.org/10.59890/ijssi.v2i1.1237
Patel, V., Chaudhary, N., & Vidani, C. J. (2023). A Study on Awareness of Various Non-Technical Training Programmes Conducted by Corporate Trainers for IT Companies in Ahmedabad. International Journal of Management Analytics (IJMA), 1(1), 111-132.
Pathak, K. N., & Vidani, J. (2016). A SURVEY ON THE AWARENESS SATISFACTION AS WELL ASTO KNOW THE LEVELoF OF THE ONLINE SHOPPING AMONG THE PEOPLE OF AHMADABAD CITY. Governance in E-commerce: Contemporary Issues & Challenges (pp. 261-275). Ahmedabad: GTU.
Pradhan, U., Tshogay, C., & Vidani, J. (2016, July). Short Messages: Its Effect on Teenager's Literacy and Communication. NTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD, 2(7), 115-120.
Prajapati, S., Vidani, J. (2023). Analyzing Corporate Social Responsibility: A Comparative Study of LG and Samsung Electronics in Ahmedabad. International Journal of Management and Commerce Innovations. Retrieved from https://ijmci.in/index.php/ijci/article/view/153
Rakholiya, M., Ramani, R., & Vidani, J. (2024). Comparative Study of Online vs. Offline Buying Behavior of Consumer for Grocery Product in Surat. International Journal of Social Science and Innovation (IJSSI), 2(1), Article 56. https://doi.org/10.59890/ijssi.v2i1.1238
Rathod, H. S., Meghrajani, D. I., & Vidani, J. (2022). Influencer Marketing: A New Marketing Communication Trend. Shodhsamhita, VIII(12(II)), 155-167.
Rathod, M., Vidani, J. (2023). Analyzing Distribution Strategies: A Comparative Study of LG and Samsung Electronics in Ahmedabad. International Journal of Management and Commerce Innovations. Retrieved from https://ijmci.in/index.php/ijci/article/view/142
Ravani, H., Bhalani, D., Vidani, J. (2024). Optimizing Customer Relationships: A Case Study of CRM Practices at Puma Outlet in Ahmedabad city of Gujarat. International Journal of Integrated Science and Technology, 2(4). Retrieved from https://journal.multitechpublisher.com/index.php/ijist/article/view/1738
Sachaniya, C., Vora, H., & Vidani, J. (2019). A Study on Identifying the Gap between Expected service and Actual Service with Special Reference to Suk Sagar Gir Resort, Sasan. In P. Rijwani, S. Shome, & D. Danak (Ed.), BUSINESS, ECONOMY AND ENVIRONMENT: CORPORATE PERSPECTIVES (pp. 162-169). Ahmedabad: Himalaya Publishing House Pvt. Ltd.
Saxena, M., & Vidani, J. (2023). MBA Chai Wala. In M. R. Dixit, S. Bist, & S. Shah, Searching Alternativies (pp. 22-32). Ahmedabad: Routledge - imprint of Taylor & Francis group.
Sharma, S., & Vidani, C. J. (2023). To Study the Consumer Attitude Towards Purchase Intention of Online Courses on Udemy Using Co-Relation with Reference to English Speaking and Excel Among Gen-Z in Ahmedabad. International Journal of Management Analytics (IJMA), 1(1), 193-212.
Sharma, S., & Vidani, C. J. (2023). To Study the Consumer Attitude Towards Purchase Intention of Online Courses on Udemy Using Regression with Reference to English Speaking and Excel Among Gen-Z in Ahmedabad. International Journal of Management Analytics (IJMA), 1(2), 213-234.
Singh, A., Nandy, R., Vidani, J. (2024). Enhancing Customer Relationships: A Case Study of CRM Practices at City Square Mart in Ahmedabad city of Gujarat State. International Journal of Integrated Science and Technology, 2(4). Retrieved from https://journal.multitechpublisher.com/index.php/ijist/article/view/1737
Singh, P. K., & Vidani, J. (2016). PROBLEMS AND PROSPECTS OF AGRICULTURE MARKETING IN INDIA. International Multidisciplinary Journal Think Different, 3(22), 9-16.
Singh, P. K., Vidani, J. & Nagoria, V. S. ( 2016). Waste Management: Inspire Today for A Better Tomorrow. Journal of Basic and Applied Engineering Research, 3(10), 921-926.
Solanki, H. V., & Vidani, J. (2016). A NEW ERA OF E-VYAPAR IN 21ST CENTURY: A REVIEW APPROACH. INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY EDUCATIONAL RESEARCH, 5(11(2)), 61-77.
Solanki, N., & Vidani, J. (2016). THE STUDY LEGAL ASPECTS OF TRADE IN ETHIOPIA. ZENITH International Journal of Multidisciplinary Research, 6(1), 226-284.
Theocharis, D., & Tsekouropoulos, G. (2025). Sustainable Consumption and Branding for Gen Z: How Brand Dimensions Influence Consumer Behavior and Adoption of Newly Launched Technological Products. Sustainability. https://doi.org/10.3390/su17094124.
Vidani, J. (2015). THE STUDY OF INVESTMENT PATTERN OF THE PEOPLE OF BHAVNAGAR DISTRICT. The Indian Writer’s e – Journal, 1(1), 1-26.
Vidani, J. (2016). Roles of a Bhartiya Nari Vyapari: A Case study review Approach. International Journal of Management, IT & Engineering, 6(12), 328-341.
Vidani, J. (2015). “THE STUDY OF THE CONCEPTS OF PERSONALITY TRAITS, VALUES, SKILLS AND PERCEPTION OF DR.MANMOHANSINGH. The Indian Writer’ s e – Journal, 1(1), 1-14.
Vidani, J. (2015). Self Aid Group – A Preeminent way for Bucolic Female Empowerment. International Journal of Advance Engineering and Research Development, 2(11), 351-360.
Vidani, J. (2015). THE STUDY OF PESTLE ANALYSIS IN KERALA STATE. ZENITH International Journal of Multidisciplinary Research, 5(12), 33-50.
Vidani, J. (2016). Fake Opportunities and Real Challenges of an Indian Women Entrepreneurs: A Review Approach. International Journal of Multidisciplinary Educational Research, 5(11(3)), 224-237.
Vidani, J. (2016). IS ENTREPRENEURSHIP A GENDER BLIND (PART II). Indian Journal of Technical Education (IJTE) - Special Issue for ICWSTCSC-2016, 25-33.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Yashvi Bhatt, Maharshi Dave, Jignesh Vidani
This work is licensed under a Creative Commons Attribution 4.0 International License.
