Published Paper Details:

The purpose of the study on" A study on the antecedents of consumer attitude to build brand loyalty with special reference to Periyar food products" is to understand the effectiveness of customer attitude to build brand loyalty. Through the study the researcher will be able to understand the impact of customer attitude towards the Periyar brand also researcher can find out which antecedents is highly influencing to create positive attitude among the consumer so by understanding the antecedents of attitude the researcher can also find out whether the positive attitude create loyalty among the consumers. The study could provide the information on the role of antecedents of customer attitude to build brand loyalty. Further this study will review the impact of antecedents like customer satisfaction, trust and perceived value in building brand loyalty. The researcher used Multiple Regression analysis to prove the positive relation with in depended variables Trust, Satisfaction and Perceived Value with the depended variable Brand Loyalty. This study would be beneficial to Periyar company to make improvement in their product and brand, it also helps in taking decision regarding the product improvement, price, service and promotional strategy