Published Paper Details:

The cement industry is experiencing a boom on account of the overall growth of the Indian economy primarily because of increased industrial activity, flourishing Real-estate business, growing construction activity and increase of investment in the Infrastructure sector. This study aims to delve into the intricate dynamics of brand loyalty among retailers, with a specific focus on UltraTech Cement. Through a comprehensive analysis encompassing various objectives, including assessing retailers' perceptions, analyzing purchase behavior, measuring brand loyalty metrics, evaluating sales impact, and exploring brand-retailer relationships, this research seeks to uncover the nuances of brand loyalty within the cement retail sector. Utilizing a closed-ended questionnaire approach, data collection involves structured surveys administered to retailers, enabling the quantification and analysis of specific metrics related to brand loyalty. Descriptive statistics, regression analysis, and correlation techniques are employed to analyze the data collected, providing insights into retailers' perceptions, behaviors, and relationships with UltraTech Cement. Key findings from this study include insights into retailers' perceptions of UltraTech Cement compared to competitors, factors influencing purchase behavior, levels of brand loyalty among retailers, the impact of brand loyalty on sales performance, and the dynamics of the brand-retailer relationship. These findings contribute to a deeper understanding of brand loyalty dynamics within the cement retail sector and offer actionable insights for UltraTech Cement and other stakeholders in the industry to enhance brand loyalty, drive sales growth, and maintain competitiveness in the market. By synthesizing these findings, this study aims to inform strategic decision-making processes and facilitate the development of targeted interventions aimed at fostering stronger brand loyalty among retailers, ultimately contributing to the long-term success and sustainability of UltraTech Cement in the competitive cement industry landscape.