An In-depth Analysis assessing factors influencing brand loyalty towards purchase decision making: The Next Retail.

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TABLE OF CONTENTS

LIST OF FIGURESIV

LIST OF TABLESV

CHAPTER 4: ANALYSIS AND DISCUSSION1

4.1 Demographics1

4.2 Age wise2

4.3 T-Test3

4.4 Unique Contributions and Extensions of this Study4

4.5 Similarities and Differences of Woodall's Study and the Current Research Design4

4.6 Relationship Marketing Theory9

4.7 Brand Theory and Practice10

4.8 Empirical Studies Relating to Branding and Purchase Decision11

4.9 Cross tab12

4.10 Cost-oriented brand valuation30

4.11 Income Value-oriented brand valuation30

4.12 Price premium-oriented brand valuation31

4.13 Behaviour Scientifically-oriented models32

4.14 Brand value according to Keller32

4.15 The brand equity model of Aaker33

4.16 Brand loyalty33

4.17 Awareness of the brand name and trademark symbol34

4.18 Perceived Quality34

4.19 Group of associations34

4.20 Other advantages of brand34

4.21 Brand strength35

4.22 Effect of Co-Branding and Brand Perceptions36

4.23 Brand credibility37

REFERENCES39

APPENDICES42

Questionnaire42

LIST OF FIGURES

Figure 11

Figure 22

Figure 35

Figure 412

Figure 513

Figure 614

Figure 715

Figure 816

Figure 917

Figure 1018

Figure 1119

Figure 1220

Figure 1321

Figure 1422

Figure 1523

Figure 1624

Figure 1725

Figure 1826

Figure 1927

Figure 2028

Figure 2129

LIST OF TABLES

Table 11

Table 22

Table 3 (t-test)3

Table 412

Table 513

Table 614

Table 715

Table 816

Table 917

Table 1018

Table 1119

Table 1220

Table 1321

Table 1422

Table 1523

Table 1624

Table 1725

Table 1826

Table 1927

Table 2028

Table 2129

CHAPTER 4: ANALYSIS AND DISCUSSION

4.1 Demographics

Figure 1

Table 1

Q19

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Male

50

49.0

50.0

50.0

Female

50

49.0

50.0

100.0

Total

100

98.0

100.0

Missing

System

2

2.0

Total

102

100.0

The above table shows the no. of males and female used in this study as the respondents

4.2 Age wise

Figure 2

Table 2

Q16

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

15-19

58

56.9

58.0

58.0

20-24

29

28.4

29.0

87.0

25-29

13

12.7

13.0

100.0

Total

100

98.0

100.0

Missing

System

2

2.0

Total

102

100.0

The above mentioned table shows the no. of respondent's age wise. It can be seen most of the respondents belong to the age group of 15-19

4.3 T-Test

In table I it is showed that there is a significant impact of contextual factors over brand loyalty (p, 0.001), which means that H1 is supported. However in H2 it can be seen that on brand switching there is significant influence of contextual factors (p, 0.001). The findings for H3 are supported and it can be seen that there is a positive relationship between purchase decision and contextual factors (p, 0.001), similar situation is seen on purchase decision and brand loyalty (H4: p, 0.001). It is founded that there is no significant impact found regarding the brand switching criteria on purchase decision.

Table 3 (t-test)

Path

Hypothesis

Estimate

T-Value

Contextual factors Brand Loyalty

H1

0.47

12.23

Contextual factors Brand Switching

H2

0.37

5.16

Contextual factors Purchase decision

H3

0.93

2.33

Brand loyalty Purchase decision

H4

0.71

5.29

Brand Switching Purchase decision

H5

0.32

1.22

Notes: Goodness of fit index (GFI) = 0.90; adjusted goodness of fit index (AGFI) = 0.89; comparative fit index (CFI) = 0.92; normed fit index (NFI) = 0.90; root mean square error of approximation (RMSEA) = 0.048; x2 (328) = 580.26 (p , 0.001); *relationship significant at p , 0.001; * *relationship significant at p , 0.01

4.4 Unique Contributions and Extensions of this Study

The unique contribution of Woodall (2009) is the adoption of the concept of false loyalty, through which marketers use rewards to entrap consumers, thereby compelling the consumers to stick with their product for as long as the reward program lasts. This is quite different from a situation in which the buyers embrace the product themselves as a result of the quality of the product or the product attributes. This concept of false loyalty is significantly different from real brand loyalty, which is defined as a situation in which the consumers forgo a competitor's cheaper product for ...