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@article{174020,
        author = {Sudhanshu Mishra and Soumya Ranjan Meher},
        title = {A Comprehensive Study on Brand Loyalty and Customer Retention Strategies of ACC Limited},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {10},
        pages = {2520-2522},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=174020},
        abstract = {Brand loyalty and customer retention are critical determinants of long-term business success, particularly in highly competitive industries such as the cement sector. This study explores the factors that influence customer loyalty and retention strategies employed by ACC Limited, a leading cement manufacturer in India. The research adopts a mixed-methods approach, collecting data from 164 respondents through structured surveys. The findings suggest that product quality, brand reputation, and after-sales service play significant roles in fostering brand loyalty. Additionally, pricing strategies, promotional campaigns, and digital engagement have a measurable impact on customer retention. While ACC Limited enjoys strong brand recognition, nearly 51.8% of respondents considered switching to competitors, highlighting the need for stronger loyalty-building measures. The study recommends leveraging digital marketing, personalized customer engagement strategies, and improved after-sales support to strengthen customer retention. Furthermore, sustainability initiatives and eco-friendly product offerings can enhance brand loyalty by aligning with evolving consumer preferences. The findings provide actionable insights for ACC Limited and other firms in the cement industry to refine their customer retention strategies and sustain competitive advantages in an evolving market landscape.},
        keywords = {Brand Loyalty, Customer Retention, ACC Limited, Marketing Strategies, Customer Satisfaction, Cement Industry, Digital Marketing, Sustainability},
        month = {March},
        }