The study investigates the factors that influence the consumer loyalty of sports accessories products in Chennai city. The study employs a quantitative research design, utilizing a structured survey questionnaire to collect data from sports accessory consumers in Chennai. The study has collected 107 responses using the convenience sampling technique. The collected data were analysed using SPSS software. Correlation and regression analyses were used to test the hypothesis of this study. The research findings provide insights into the key determinants that drive loyalty of consumers with regard to the sports accessories. This knowledge is valuable for businesses in developing targeted marketing strategies, improving product offerings, and enhancing customer satisfaction. Additionally, the research contributes to the existing literature on consumer behaviour and serves as a foundation for future studies in the field of sports accessories purchases behaviour in Chennai city.