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Master of Business Administration
MBA 404 Research Methodology (Assignment)
Lecturer : Dr. William Lee Student’s Name : Mohammed Atik Student ID Number : 0912/6094 Submission Date : 22/10/2010
Influence of Brand Loyalty on Consumer Sportswear in major city in India
Content 1Introduction1.1 Purpose of research1.2 Research question2. Literature review2.1Brand loyalty 2.3Factors of brand loyalty 2.4Comparison of brand loyalty philosophy2.5Brand Loyalty customer satisfaction2.6Research framework3.Aim4,Objective5.Research methodology 6.Sources of data 7.Method of data8.Time table of dissertation 9.References
Dissertation topic
Influences of brand loyalty on consumer sport wear in major city in India
Introduction Influence of Brand Loyalty on Consumer Sportswear
in major city in India The purpose of this research is to investigate how the
respondents are influenced by factors of brand loyalty towards sportswear brands
The seven factors of brand loyalty are brand name, product quality, price, style, promotion, and service quality and store environment
Customer satisfaction to word they brand Brand name has shown strong correlation with brand
loyalty. Study of more focused factors that are appropriate to
the India environment is recommended in order to obtain accurate information
Research &Hypotheses question
1. What are the factors influencing brand loyalty in sport wear industry?
2. What are the impacts of these brand loyalty factors on customer satisfaction?
3. Is there is a significant and positive relationship between brand name and brand loyalty on consumer sportswear
Literature review
Brand loyalty
“I am very loyal to a brand as long as I am not the only one wearing it”
in marketing, consists of a consumer's commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy(Dick, Alan S. and Kunal B. (1994)
Two ways to think of brand loyalty:- -Brand Loyalty as Behavior -Brand Loyalty as an Attitude (Jagdish N. Sheth, 2004)
Factor of brand loyalty Brand Name Product quality Price Style Promotion Service quality Store environment
Comparison of brand loyalty philosophy
Cont.…. The Maritz Multidimensional Loyalty Model
examines both attitudinal and behavioral loyalty. The model creates a comprehensive view of
loyalty by deconstructing it into proven loyalty ingredients including marketplace factors, individual psychographic differences, customer experience attributes and brand factors
It help to understand more about the customer how attitudes developed during the product or service relationship are converted into future choices
Objective & aim
To study the factors influencing brand loyalty in sport wear industry
To study the impact of these brand loyalty factors on customer satisfaction
The intention of research is to figure out the reasons that the brand loyalty is the key role in sport wear selection and how the factor influences the brand loyalty. And to learn more about the concept of brand loyalty. In retail industry
Key word : Brand loyalty, Brand switching, Sportswear, India
Brand Loyalty customer satisfaction
Consumer Satisfaction Brand Community enhance brand loyalty
Brand Switchers Rewards
Benefits Club Membership
research Frame work
Research methodology
Descriptive analysis, on Correlation Jaber F. Gubrium and James A. Holstein used in this study
Qualitative research method It easy and direct and indirect interviews It can be done through mail and
telephone time horizon Sampling design
Qualitative and quantities method
Qualitative research method
Qualitative research
One on one
Face to Face
interview
Telephone interview
One to many
Focus group
interview
Source of Data Primary Sources- Observation,- Interviewing, - Mailing
• Secondary Sources- Journals-Annual Report-Statistical statements
Preparing Data for analysis
• Data must be accurately scored and systematically organized to facilitate data analyzing.
• (A) Scoring – Assigning a total to each participant ‘s instrument.
• (B) Tabulation- Organizing a data in a systematic manner.
• (C) Assigning numerals (e.g ID) to data.
Data analysis
Getting a feel of the data
validity and reliability and
Testing the hypotheses of the investigation
Time table for dissertation
References .Aaker, D.A., n.d. Brand Loyalty. In Managing Brand Eqity. USA. pp.43-45.
2.Byron Sharp, A.S.a.M.W., n.d. QUESTIONING THE VALUE OF THE “TRUE” BRAND LOYALTY DISTINCTION. 3.Clive Meakins, S.A., 2001. www.oracle.com. [Online] Available at:
http://www.oracle.com/us/industries/automotive/018915.pdf [Accessed 31 september 2010]. 5. Daily), S.y.(., 2010. www.chinadaily.com.cn. [Online] Available at:
http://www.chinadaily.com.cn/life/2010-03/06/content_9547402.htm [Accessed 31 September 2010]... 8.Jagdish N. Sheth, B.M., 2004. Definition and Measurement of Brand Loyalty. In E.J.A.A.B. Steven W.
Hazelwood, ed. Customer Behaviour A manager perspective. 2nd ed. USA: thomson south-western. pp.391-404.
9. Jagdish N. Sheth, U.o.I., 2009. www.acrwebsite.org. [Online] Available at: http://www.acrwebsite.org/volumes/display.asp?id=5729 [Accessed 27 August 2010].
10. James F. Engel, R.D.B.P.W.M., 1990. Repeat Purchase. In J. Perkins, ed. Consumer Behaviour. 6th ed. USA: Library of congress cataloging-in-publicatuon data. pp.31-33.
11.Kapferer, J.-N., 2005. The roots of brand loyalty decline:An international comparison. Ivery Business Journal, pp.1-7.
12. kotler, p., 2005. Brand Loyalty. In Brand child. London: Kogan Page Limited. pp.13-14. 13. Kust, M., February 25, 2008. www.managesmarter.com. [Online] Available at:
http://www.managesmarter.com/msg/content_display/marketing/e3if1dace1ad88d94c4146ff121c1c3fffe [Accessed 30 September 2010].
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