Creating brand loyalty has become an important indicator of the success of businesses in the market considering today competition exists between the brands. To create brand loyalty it is quite important for companies to understand how consumers choose among alternative brands and what motivates them towards a particular brand. Developed out of the effects of personal values on consumer Behaviour, consumption values (Akamavi, Mohamed, Pellmann, & YueXu, 2015; Deng, Lu, Wei, & Zhang, 2010; Garcı´aGo´meza, Arranz, & Cillan, 2012) is an important model that shows why a product or a brand is preferred. Consumption values, guide us to explain and predict the preferences of consumers between different products and brands in the market. In this context determining the relationship between consumption values and brand loyalty of consumers is an important issue for explaining purchasing preferences. Personal care product market is showing a rapid-growth. Companies operating in the personal care product market directed their attention to the people as a result of more and more young people give importance to personal care in recent times. Considering this, the study aims to analyze the relationship between consumption values and brand loyalty of young people in personal care products. 500 surveys randomly chosen from the students of Punjab University, properly completed 100 were evaluated. Canonical correlation analysis used to identify mutual and multiple relationships between consumption values and brand loyalty. Relations were found between consumption values and brand loyalty of young people in personal care products.

Creating brand loyalty has become an important indicator of the success of businesses in the market considering today competition exists between the brands. To create brand loyalty it is quite important for companies to understand how consumers choose among alternative brands and what motivates t...