International Customers’ Loyalty Behaviour Towards Indian Textile Industry

Abstract

This research is all about to study the international customers’ loyalty behaviour towards Indian textile industry. When it comes to loyalty a customer becomes a frequent buyer. An international customer who can buy the textile products in India frequently and stand loyal to a brand matters more for a company to enter an international market. Their preferences and needs could be brought out in this research and the steps that a company can adopt to fight the competition in textile industry. In today scenario, every company wants to remain in the market and fight the competition. So, every company should know what are the needs and wants of the customers’ in the international market. It is very important industry or brand to know the product preferences by the customer on which factor and basis. This research is carried by using primary data in the form of a questionnaire.

INTRODUCTION

The need to know the loyalty of a customer in an international market has a dozen of factors contributing to the success or failure of a business, customer satisfaction is one of them. It’s important to track the factors influencing and work on improving it in order to make the customers more loyal and eventually turn them into brand ambassadors.

When it comes to buying behaviour, it differs from person to person and their preferences differ accordingly. A company must be very clean to know the needs of a customer. International customers who buy the products from Indian textile industry are taken as samples.

LITERATURE REVIEW

When it comes to customer loyalty towards textile industry it could be validated on two attributes including customer satisfaction and the factors influencing to buy the textile products from India. A study by Jiana Daikh (2015) states the relationship between customer satisfaction and customers loyalty that influences how the customers expect from the market. Their needs and wants are analysed. Pearl Fafa Bansah and Michael Dabi (2015) studied the effect of branding on customers buying behaviour among textile. The aspects of brand equity, notably brand awareness, brand loyalty and brand image play a vital role.

Zhuoling Shi and Yanqi Yu (2013) says understanding the customer satisfaction and having a plan for how to improve the customer satisfaction is key aspect for enterprise to think about. Hossein Bodaghi Khajeh and Reza Rostamzadesh (2018) says the impact of customer satisfaction, customer experience and customer loyalty on brand power.

Jorge Arenas Gaitan (2019) to understand the consumer behaviour from the marketing perspective a brand must be able to build a strong network with the company. Jimmy Rodriguez (2019) Takes a deeper dive into the concept of satisfaction versus loyalty, including different ways to measure both. The effectiveness of an Indian textile industry can happen only when a company can understand the international customers towards their needs and wants.

OBJECTIVES

• To study on International customers’ loyalty behaviour.
• To find the level of satisfaction in Indian textile industry.
• To know the factors affecting the International customers towards buying behaviour.

HYPOTHESIS

1. There is relationship between the product attributes and the level of satisfaction by customers.
2. There is relationship between the factors that influence a customer to buy Indian textile products.
3. There is relationship between price and quality of an Indian textile product.
4. There is relationship between the satisfaction level and problem faced by customers using Indian products.
5. There exists brand loyalty in customers to buy more Indian textile products in future.

METHODOLOGY

The research was a primary research with the sample size of 150 customers from various countries. These customers are the ones to buy the textile products from the Indian textile industry. A structured questionnaire was used for this study.

Descriptive statistics was used to analyse the responses.

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DISCUSSION

The primary data was collected and the results of the questionnaire were statistically analysed. The research showed that the respondents were from different countries. The tool used to analyse the data was frequency analysis. The total sample size was 150 international customers and the respondents is of 114. This analysis shows how the international customers stay loyal to the Indian textile industry. The brand loyalty could be found only when the level of customer satisfaction is measured. It also includes the years of association with an Indian textile company oh how the international customer is benefited.

The age of most of the respondents were within the age of 21 to 40 years. The average 79 percent of the respondents were in the age group of 21 to 35 years. The respondents of which 68 customers were male and 46 were female. In the customers surveyed the 71% of the customers were graduated and lead their profession as a Manager or own business. The Indian textile industry were found to be run with a greater number of loyal customers having more than 1year or above 5 years of association with a brand in India. There is a total of 114 respondents from various country’s using the Indian textile products.

Customer Satisfaction

Through this the loyalty of a customer could be defined. When it comes to design 84% of the international customers are highly satisfied with the design produced by the Indian textile industry. 66% of the international customers are satisfied with the variety produced by the Indian textile industry. 70% of the international customers are highly satisfied with the quality produced by the Indian textile industry. 53% of the international customers are satisfied with the price range offered by the Indian textile industry. 63% of the international customers are highly satisfied with the comfort of material produced by the Indian textile industry. 50% of the international customers are satisfied with the durability of material produced by the Indian textile industry. 45% of the international customers are satisfied with the product packaging by the Indian textile industry.44% of the international customers are satisfied with the availability of material by the Indian textile industry. Loyalty starts only when a company could satisfy a customer.

Factors Influencing Buying behaviour

Brand loyalty could also depend on the factor that influences the International customer to but the product from the Indian textile industry. Most of the customers are influenced by quality almost 87% of the customers are highly influenced by the quality produced by Indian textile industry. 50% of the customers are highly influenced by the colour produced by Indian textile industry. 46% of the customers are influenced by the brand image gained by an Indian textile industry. 64% of the customers are highly influenced by the design produced by Indian textile industry. 50% of the customers are influenced by on time delivery by Indian textile industry. 43% of the customers are influenced by the discounts offered by Indian textile industry. 43% of the customers are influenced by the advertisements done by Indian textile industry. 42% of the customers are highly influenced by their status to buy a product from an Indian textile industry. 48% of the customers are highly influenced by their family to buy an Indian textile product. 50% of the customers are influenced by relatives & peer to buy the product produced by Indian textile industry.

Price for best quality

The expectation of an international customer to compromise price for quality. Majority of 97 respondents are ready to pay higher price for quality. The Indian textile sectors on Handloom and Power loom are made more precise with quality. International customers are ready to pay more if the quality of the product is very satisfactory. Most of the companies focus more on the quality, variety and durability of a product. The expectation of an Indian customer is different from an international customer. Their needs and wants are to be found and analysed so that a company can stand in a long run in an international market.

Problem faced using Indian Textile products

107 respondents haven’t faced any problem buying the Indian textile products. This is a clear sign to know the Indian textile industry is performing well in the international market. This will boost the loyalty level of customers in the international level towards the Indian textile industry. Reason is if an Indian textile industry can produce a product that can satisfy the international market. The international customers loyalty towards Indian textile industry can mark up.

Future purchases in India

The respondents responses on how the international customers future purchases will be from the textile industries in India. Majority of the respondents are likely to buy the Indian textile products always which is around 39. 38 respondents are likely to buy the Indian textile products often. 22 respondents are likely to buy the Indian textile products Sometimes. To increase the count the Indian textile industry should improve the strategy followed in the international market to be more effective. Thus gaining to more international customers and to give a full percentage of international customer satisfaction.

CONCLUSION

The competition in every textile industry is getting fiercer. Even minor differences and preferences between shoppers are becoming important for firms to improve their efforts to get target their consumers. According to the literatures there are many factors influencing the buying behaviour of consumers, satisfaction. The brand loyalty of a customer entirely depends if the Indian textile industry continues to meets the international customers’ needs and wants. This shows that it requires a lot of scope for further research in the same direction related to the factors affecting customers buying behaviour. The brand loyalty of a customer could be measured on a continuous scale. This helps the Indian textile industry to know their market place and act according to sustain in a long run in the international market.

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