Exploring Brand Loyalty in E-Commerce: Customer Loyalty Programmes And Private Labels Analysis As Per Competition Commission Of India

Abstract

The Internet may have been invented in the late 20^th Century, but the Internet Revolution in India can be said to be taking place since 2016, which allowed for widespread accessible and affordable internet, leading to the exponential growth of e-commerce. In the present research article, the objective is to conduct a primary research regarding consumer preferences with regard to brand loyalty in the e-commerce sphere. Two important aspects of Customer Loyalty Programmes and Private Labels have been closely analysed in order to understand the consumer preferences and purchase patterns.