A Project Report on “A Study on Consumer Brand Loyalty and Purchase Behavior Towards One8’s Productsâ€

Dr B Nayeema and Koka Sri Vijay Durgesh
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Dr B Nayeema: CMR Institute of Technology, Hyderabad, Telangana, India.
Koka Sri Vijay Durgesh: CMR Institute of Technology, Hyderabad, Telangana, India.

International Journal of Latest Technology in Engineering, Management & Applied Science, 2025, vol. 14, issue 6, 541-546

Abstract: This research shows that consumer brand loyalty and purchase behaviour towards One8, a celebrity-led lifestyle brand endorsed by Indian cricket icon Virat Kohli. The research aims to explore how factors such as product quality, brand image, celebrity endorsement, and emotional connection influence consumer decisions. With the rise of celebrity-endorsed brands in India, One8 has emerged as a key player in the lifestyle and athleisure market, offering a diverse product range including athleisure wear, fragrances, innerwear, footwear, and fitness services. The study utilized a descriptive research methodology with a sample size of 180 respondents, primarily from urban areas, aged between 18–30. Data was collected through structured questionnaires and analyzed using charts and graphs. Findings reveal that One8 enjoys strong consumer loyalty, particularly in athleisure and innerwear segments, driven by consistent product quality and the aspirational value attached to Virat Kohli’s endorsement. Most consumers prefer online shopping, and digital platforms like social media play a critical role in product discovery. Furthermore, sustainability and ethical practices emerged as influential factors in purchasing decisions. The results emphasize that brand loyalty is largely influenced by emotional attachment, perceived product value, and brand reputation. However, the study is limited by its geographic focus and sample scope. Future research should include comparative analysis with competing brands and a wider demographic range to gain deeper insights. The findings can guide One8’s marketing strategies to enhance customer retention, improve product offerings, and strengthen its brand position in the competitive lifestyle segment.

Date: 2025
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