Study on Hanoi Customers' Brand Loyalty to Shampoo Items

Customers are less interested in learning how to switch out products from a brand when there is brand loyalty (Uncles et al. 2003) [15]. Additionally, brand loyalty makes a customer's purchasing decision-making process easier, quicker, and even more automatic. The research conducted through data of 245 customers in Hanoi buyers of familiar shampoo by using online and direct questionnaires. Collected data is processed by SPSS with steps including descriptive statistics, and reliability analysis. The study has identified and measured five attributes of the customers' brand loyalty to shampoo items in Hanoi city, Vietnam that have great effects on customers. The result has provided one more evidence of brand loyalty of shampoo in Hanoi, Vietnam. Research has also implications for shampoo firms.