Customer Loneliness and Brand Attachment

Research Paper (undergraduate) from the year 2023 in the subject Business economics - Market research, grade: Grade A, Anna University (Saveetha School of Management), course: Consumer Behaviour, language: English, abstract: The paper wants to understand customer loneliness and brand attachment in purchase decision, examine the role of brands in alleviating customer loneliness, to measure loneliness among consumers relating to their brand preferences and satisfaction, to know the strategies and tactics that brands use to effectively address consumers loneliness, to know how brands measure and to track the effectiveness of their efforts to satisfy consumers loneliness. Global survey states that 33 percent of adults experienced feelings of loneliness worldwide. Brazil had the highest percentage of people experiencing this, with 50 percent of respondents declaring that they felt lonely either often, always, or sometimes. Turkey, India, and Saudi Arabia followed, with 43 percent to 46 percent of respondents having experienced loneliness at least sometimes. On the contrary, the Netherlands, Japan, Germany, and Russia registered the largest share of interviewees which did not feel lonely. In today's fast-paced world, loneliness has become a common problem. Many consumers feel isolated and disconnected, leading to a range of negative emotions such as sadness, anxiety, and depression. Brands have the opportunity to address this issue by creating products and services that provide consumers with a sense of connection and belonging. Descriptive research has been adopted and simple random sampling method is followed throughout the study. In total of 100 responses was collected 6 was omitted as it was incomplete as a result 94 responses were selected. Questionnaire is used as a research instrument both primary and secondary data is used as a data sources. SmartPLS version 4 software was used as a statistical instrument for the analysis of this study.