Evaluating Success Factors Of Spiritual Brands Inspired By Faith: Customer Satisfaction And Brand Loyalty

Abstract

India has witnessed an increase in the spiritual brands that are inspired by faith. They are not just competing with other spiritual brands but other MNC’s like Dabur, ITC, Hindustan Unilever, P&G, etc. In this paper, we studied the critical factors which classify consumers of faith marketed brands and how these factors are associated with brand loyalty and customer satisfaction in the Indian FMCG sector. The research respondents were the customers of Patanjali products, Isha Shoppe, and Sri Sri Tattva. Based on the survey of 522 respondents, the study first applies principal component analysis which showed that 13 items were categorized into 4 constructs: quality & purity, availability & affordability, the brand image of gurus, and environmental friendliness. Secondly, all these factors were validated using CFA. Lastly, regression analysis was conducted to study the extent of association of these factors with customer satisfaction and brand loyalty. In the same vein, managerial implications and future prospects of the research are discussed.