Understanding Behavioral and Trends of Millennials: Best Research Areas for future researchers: 2019 - The Indian Perspective

Tutors India Lab
BRAND
LOYALTY
The brand loyalty among the Indian millennials is decreasing when compared to other older generations. The
brand loyalty of the millennials is impacted by millennials preference for convenience and the increasing use
of technology. However, the Indian millennials are often attracted towards brands that hold loyalty towards the
brands that hold values and has unique selling propositions. The association between brand loyalty and brand
resonance is very weak in the case of the millennials. At present, where there are number of brand choices
are available for the Indian millennials, many brands are finding it very difficult to gain the brand loyalty of the
Indian millennials (Private, 2018). The brand managers should develop different strategies including online
personalization, creating emotional impact etc. in order to gain the trust of the individuals towards their brands
which is the key towards develop a brand loyalty among the millennials (Gehan, Dhameeth & Yamamoto,
2017).
SUMMARY
Social media also plays an essential role in helping the brands to make a personal communication with the
millennials. In order to personalize the relationship brands have with their customers, brands can resort to
online recommendations. The online recommendations can be in the form of personal reviews by customers or
personalized product recommendations provided by the search engines. In addition to this, brands can provide
loyalty programme which provides personalized offers to the millennials based on their purchase patterns
(Smith, 2017). Further millennials are often attracted to brands whose values are similar to that of their values.
15
| Understanding Behavioral and Trends of millennials
Business and Management