Companies are facing tough competition now than ever. Taking a strategic approach from a product-and-sales attitude to a full marketing attitude guarantees a better chance of having a strong command in the market. Building strong customer relationships leads to brand loyalty, hence this report analyses the issues and challenges faced by Perfumes Guyana in maintaining brand loyalty after customers have made a purchase:Brand loyalty is defined as “a deeply held commitment to rebuy or repatronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior” (L.Oliver, 2010). Without customers, the business cannot survive since it depends on sales for stock turnover, pay salary and cover all expenses. Customers are first priority in the business model and the rise in digital technologies consumers expect companies to do more than just selling, satisfying and delight them.

They expect companies to listen and respond to them.