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

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