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Author(s):

GOKUL RAMAN V | Dr. Kalaivani P
Keywords:

Brand Awareness, Brand Loyalty, Consumer Buying Behaviour, LIC, Saravanampatti, Coimbatore, Insurance Sector, Customer Satisfaction, Brand Strategy, Customer Engagement
Abstract:
This Study Examines The Impact Of Brand Awareness And Brand Loyalty On Consumer Buying Behaviour With Specific Reference To Life Insurance Corporation (LIC) In Saravanampatti, Coimbatore. It Aims To Understand How Familiarity With The LIC Brand And Customers’ Trust And Attachment Influence Their Purchase Decisions. Primary Data Was Collected Through Structured Questionnaires From Existing And Potential LIC Policyholders. The Research Highlights That Strong Brand Awareness Positively Affects Customer Interest And Consideration, While Brand Loyalty Significantly Drives Repeat Purchases And Long-term Customer Relationships. Statistical Tools Were Used To Analyze Consumer Preferences And Behavioral Patterns. The Findings Suggest That Maintaining High Levels Of Brand Visibility And Customer Satisfaction Is Essential For Sustained Growth In The Insurance Sector. This Study Provides Valuable Insights For LIC To Strategize Its Branding And Customer Engagement Practices In Semi-urban Markets Like Saravanampatti.

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