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@article{199820,
        author = {Aniket Kokate and Mansi Dayama and Vedant Banker and Rishu and Samina lat and Sneha shaw},
        title = {Factors Affecting Repeat Purchase Behaviour in D2C Brands-Mamaearth},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {14451-14462},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=199820},
        abstract = {This study examines the factors influencing repeat purchase behavior among customers of Mamaearth, a leading Direct-to-Consumer (D2C) personal care brand in Pune. The research investigates the impact of brand awareness, brand loyalty, perceived quality, and customer trust on repurchase intention, with customer satisfaction acting as a mediating variable. A quantitative research design was adopted using a structured questionnaire administered to 50 respondents. Data were analyzed using correlation, regression, and mediation analysis.
The findings reveal that all independent variables significantly influence repurchase intention, with brand awareness emerging as the strongest predictor. Customer satisfaction partially mediates the relationship between brand factors and repurchase intention. The study provides valuable insights for D2C marketers to enhance customer retention strategies.
The results further highlight that emotionally driven factors such as trust and loyalty play a crucial role in strengthening long-term customer relationships. Perceived quality also contributes significantly to shaping consumer perceptions in the personal care segment. Overall, the study emphasizes the importance of integrated brand strategies in sustaining competitive advantage in the D2C market.},
        keywords = {Brand Awareness, Brand Loyalty, Perceived Quality, Trust, Customer Satisfaction, Repurchase Intention, D2C},
        month = {April},
        }