brand loyalty with leaf
TRANSCRIPT
-
7/28/2019 Brand Loyalty With Leaf
1/62
1
A STUDY OF BRAND LOYALTY OF KITEX
PRODUCTS, ERNAKULAM, KERALA
MINI-PROJECT REPORT
Submitted by
MANU.K.KURIAKOSE
Register No: 723211631047
In partial fulfillment for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
SVS INSTITUTE OF MANAGEMENT STUDIES
COIMBATORE 642 109.
OCTOBER 2012
ANNA UNIVERSITY, CHENNAI
-
7/28/2019 Brand Loyalty With Leaf
2/62
2
CERTIFICATE
This is to certify that the project entitled A STUDY OF BRAND LOYALTY OF
KITEX PRODUCTS, ERNAKULAM, KERALA is the bonafide record ofproject work done by MANU.K.KURIAKOSE Register No: 723211631047
of II MBA during the year 2010-2012.
------------------------ ---------------------------
Project Guide Head of the Department
Submitted for the Project Viva-Voce examination held on --------------------------
--- ----------------------------
Internal Examiner External Examiner
-
7/28/2019 Brand Loyalty With Leaf
3/62
3
DECLARATION
I affirm that the project work titled A STUDY OF BRAND LOYALTY OF KITEX
PRODUCTS, ERNAKULAM, KERALA being submitted in partial fulfillment
for the award of MBA is the original work carried out by me. It has not formed
the part of any other project work submitted for award of any degree or
diploma, either in this or any other university.
(Signature of the Candidate)
MANU.K.KURIAKOSE
723211631047
I certify that the declaration made above by the candidate is true.
(Signature of the Guide)
S.Maheshwaran,
BE, MBA,
(SVS Institute of
Management studies)
-
7/28/2019 Brand Loyalty With Leaf
4/62
4
ACNOWLEDGMENT
My first and foremost thanks to the almighty for giving me grace and
knowledge to complete this project work successfully. I wish to express my
sincere thanks to Dr. S.Mohandass, MBA, M.Sc., and Ph.D director SVS
INSTITUTE OF MANAGEMENT STUDIES for giving me an opportunity to
do this project.
I again express my extreme gratefulness to S.MAHESHWARAN, BE,
MBA, Assistant Professor for providing knowledge and guidance with advice
during the development of the project.
I thank all staff members of business management for giving their kindand timely encouragement throughout the study.
MANU K KURIAKOSE
-
7/28/2019 Brand Loyalty With Leaf
5/62
5
LIST OF CONTENT
Chapter
No. CONTENT Page No.
I INTRODUCTION
1.1. Introduction to study 1
1.2. Industry Profile 2
1.3.Company Profile 6
1.4.Statement of problem 13
1.5.Objectives of the Study 13
1.6.Scope Of the Study 13
1.7.Period Of Study 14
1.8.Limitations of the Study 14
II REVIEWNOF LITERATURE 15
III METHODOLOGY
3.1.Research Methodology 19
3.2.Research Design 19
3.3.Sample Design 19
3.4.Tools of Analysis 20
IV DATA ANALYSIS AND INTERPRETATION
4.1.Percentage Analysis Method 21
4.2.Chi-Square Test 37
V FINDINGS,SUGGESTIONS AND CONCLUSION
5.1.Findings 39
5.2.Suggestions 40
5.3.Conclusion 41
BIBLIOGRAPHY 42
APPENDIX 43
-
7/28/2019 Brand Loyalty With Leaf
6/62
6
LIST OF TABLES
Sl.no Particulars Page no.
1 Table showing the age of respondents. 21
2 Table showing educational qualification of respondents. 22
3 Table showing the Occupation of the respondents. 23
4 Table showing Trust of customer towards brand 24
5 Table showing The Price of Our brand is reasonable 25
6 Table showing Quality of the product Scooby Day Bag 26
7 Table showing protection of packaging from damage 27
8 Table showing habit of purchasing our product regularly 28
9 Table showing important factor that which makes you to
purchase our products
29
10 Table showing satisfaction of the customer after consuming
Kitexs product
30
11 Table showing products attracting customer 31
12 Table showing opinion about the influence of Media on brandimage
32
13 Table showing opinion about advertising strategy given by
the company
33
14 Table showing attitude and behavior of dealers and retailers 34
15 Table showing labeling of Kitexs product 35
16 Table showing Offers provide by the Kitex 36
17 Comparison of habit of purchase and Important factors that
makes to purchase
37
18 Comparison of habit of purchase of product and Satisfaction
of the customer after consuming the product
38
-
7/28/2019 Brand Loyalty With Leaf
7/62
7
LIST OF CHARTS
Sl.no Particulars Page no.
1 Chart showing the age of respondents. 21
2 Chart showing educational qualification of respondents. 22
3 Chart showing the Occupation of the respondents. 23
4 Chart showing Trust of customer towards brand 24
5 Chart showing The Price of Our brand is reasonable 25
6 Chart showing Quality of the product Scooby Day Bag 26
7 Chart showing protection of packaging from damage 27
8 Chart showing habit of purchasing our product regularly 28
9 Chart showing important factor that which makes you to
purchase our products
29
10 Chart showing satisfaction of the customer after consuming
Kitexs product
30
11 Chart showing products attracting customer 31
12 Chart showing opinion about the influence of Media on brand
image
32
13 Chart showing opinion about advertising strategy given by
the company
33
14 Chart showing attitude and behavior of dealers and retailers 34
15 Chart showing labeling of Kitexs product 35
16 Chart showing Offers provide by the Kitex 36
-
7/28/2019 Brand Loyalty With Leaf
8/62
8
CHAPTER-I
INTRODUCTION
-
7/28/2019 Brand Loyalty With Leaf
9/62
9
1.1 INTRODUCTION TO THE STUDY
A study of how the brand loyalty helps the Kitex company for selling their products
more, and if the customers shifting to another brand. What is the reason and how its affect the
company
Brand Loyalty is a scenario where the consumer fears purchasing and consuming product
from another brand which he does not trust. It is measured through methods like word of
mouth publicity, repetitive buying, price sensitivity, commitment, brand trust, customer
satisfaction, etc. Brand loyalty is the extent to which a consumer constantly buys the same
brand within a product category. The consumers remain loyal to a specific brand as long as it
is available. They do not buy from other suppliers within the product category. Brand loyalty
exists when the consumer feels that the brand consists of right product characteristics and
quality at right price. Even if the other brands are available at cheaper price or superior
quality, the brand loyal consumer will stick to his brand.
Brand loyal consumers are the foundation of an organization. Greater loyalty levels lead to
less marketing expenditure because the brand loyal customers promote the brand positively.
Also, it acts as a means of launching and introducing more products that are targeted at same
customers at less expenditure. It also restrains new competitors in the market. Brand loyalty
is a key component of brand equity.
Brand loyalty can be defined as ,The extent of the faithfulness of consumers to a particular
brand, expressed through their repeat purchases, irrespective of the marketing pressure
generated by the competing brands.
As brand loyalty increases, customers will respond less to competitive moves and actions.
Brand loyal customers remain committed to the brand, are willing to pay higher price for that
brand, and will promote their brand always. A company having brand loyal customers will
have greater sales, less marketing and advertising costs, and best pricing. This is because the
brand loyal customers are less reluctant to shift to other brands, respond less to price changes
and self- promote the brand as they perceive that their brand have unique value which is not
provided by other competitive brands.
-
7/28/2019 Brand Loyalty With Leaf
10/62
10
1.2 INDUSTRIAL PROFILE
Textile industry
The Indian textile industry has a significant presence in the economy as well as in the
international textile economy. Its contribution to the Indian economy is manifested in terms
of its contribution to the industrial production, employment generation and foreign exchange
earnings. It contributes 20% of industrial production 9% excise collection, 18% of
employment in the industrial sector, nearly 20% of the countries total export earning and 4%
to the GDP.
History of textile industry
India has been well known for her textile goods since very ancient times. The
traditional textile industry of India was virtually decayed during the colonial regime.
However, the modern textile industry took birth in India in the early nineteenth century when
the first textile mill in the country was established at fort gloster near Calcutta in 1818. The
cotton textile industry however made its real beginning in Bombay, in 1850. The first cotton
textile mill of Bombay was established in 1854 by a parsi cotton merchant then engaged in
overseas and international trade. Indeed, the vast majority of the early mills were the
handwork of parsi merchants engaged in yarn and cloth trade at home and Chinese and
African markets.
The first cotton mill in Ahmadabad, which was eventually to emerge as a rival centre
to Bombay, was established in 1861. The spread of the textile industry to Ahmadabad was
largely due to the Guajarati trading class.
The cotton textile industry made rapid progress in the second half of the nineteenth
century and by the end of the century there were 178 cotton textile mills, but during the year
1900 the cotton textile industry was in bad state due to the greater famine and a number of
mills of Bombay and Ahmadabad were to be closed down for long period.
-
7/28/2019 Brand Loyalty With Leaf
11/62
11
Current position of textile industry in India
The development of Indian textile industry started in 1985. This was the year when for
the first time textile sector was considered as an important industry and the support policy
was formulated for sectors development. In the year 2000 National Textile Policy was
announced.
With further development textile industry came out of Quota regime of important restrictions
under the Multi Fiber Arrangement (MFA). This development came on first January 2005
under the World Trade Organization, arrangement on textile and clothing. Because of the
elimination of Quota restrictions, most of the developing countries now can develop the
potential market at both domestic and international level. These countries can develop the
industry expertise and can have competitive advantage through implementing new
technology, more skilled labour, improved distribution channel, cost effective operation and
production with greater value addition in each step of value chain. Moreover it will help for
foreign direct investment for the industry that will create greater opportunity to strengthen the
sector.
Some of the strength of Indian textile industry is large and potential domestic &
international market large pool of skilled and cheap labour well established industry
promising export potential etc.
To understand Indias position among other textile producing, the industry contributes 9% ofGDP and 35% of foreign exchange earnings, Indias share in global export is only 3%
compared to China 13.5%. In addition to China, other developing countries are emerging as
serious competitive threat to India looking at export shares.
Korea (6%) and Taiwan (5.5%) is ahead of India, while Turkey (2.9%) has already
caught up and others like Thailand (2.3%) and Indonesia (2%) are not much further behind.
The reason for this development is the fact that India lags behind these countries in
investment levels, technology, quality and logistics.
-
7/28/2019 Brand Loyalty With Leaf
12/62
12
New innovations in clothing production
New innovation in clothing production, manufacture and design came during the
industrial revolution these new wheels, looms, and spinning processes changed clothing
manufacture forever.
The rag trade as it is referred to in the UK and Australia is the manufacture, trade and
distribution of textiles. There were various stages- from a historical perspective where the
textile industry evolved from being a domestic small-scale industry, to the status of
supremacy it
currently holds. The cottage stage was the first stage in its history where textile was
produced on a domestic basis.
During this period cloth was made from materials including wool, flax and cotton.
The material developed on the area where was being produced, and the time they were being
made.
In the later half of the medieval period in the northern parts of Europe, cotton to be
regarded as an important fiber. During the later phases of the 16th
century cotton was grown
in the warmer climes of America and Asia. When the Romans ruled, wool, leather and linen
were the materials used for making clothing in Europe, while flax was the primary material
used in the northern parts of the Europe.
During this era, excess cloth was bought by the merchants who visited various areas
to procure this left- over pieces. A verity of processes and innovations were implemented for
the purpose of making clothing during this time. These processes were depending on the
material being used, but there were three basic steps commonly employed in making
clothing. These steps include preparing material fibers for the purpose of spinning, knitting
and weaving.
During the industrial revolution, new machines such as spinning wheels and
handlooms came in to the picture. Making clothing material quickly became an organized
industry- as innovations led to the industrialization of the textile industry in Great Britain.
Clothing manufactured during the industrial revolution formed a big part of the exports in the
Great Britain. They accounted for almost 25% of the total exports made at the time, doubling
in the period between 1701 and 1770.
-
7/28/2019 Brand Loyalty With Leaf
13/62
13
In the industrial revolution era, a lot of efforts was made to increase the speed of the
production through inventions such as flying shuttles in 1733, the flyer- and- bobbin system,
and roller spinning machine by john Wyatt and Lewis Paul in 1738.lewis Paul later come up
with the carding machine in 1748 and in 1764 the spinning jenny was also developed. The
water frames was invented in 1771 by Richard Arkwright. The power loom was invented in
1784 by Edmund Cartwright.
In the initial phases, textile mills were located in and around the rivers since they were
powered by water wheels. After the steam engine was invented, the dependence on the rivers
-
7/28/2019 Brand Loyalty With Leaf
14/62
14
1.3 COMPANY PROFILE
KITEX LIMITED
HISTORY
Anna Group's weaving unit, KITEX LIMITED a prominent prodigy in the field of textile
industry began its spectacular display in 1975 at Kizhakkambalam, Aluva. It is a public
limited company owned by Mr. Bobby Jacob .This prestigious company, one of the vibrant
divisions of Anna group of companies is a celebrity among industrial giants in our country
The Company is engaged in the production of fabrics made of Cotton and other blends,
Greige Cloth, Bed sheets and Lungies. They are marketed through a network of over 2000
authorized dealers. KITEX fabrics are now exported to many parts of the world. Kitex is
going in for a major expansion plan to augment the production capacity. At the dawn of the
new millennium Kitex entered into the luggage and baggage industry under the brand name
of ScooBee Day. Through the years, the company has carved a niche for itself in this highly
competitive industry with its tradition of world class quality.
The company was established to set up an efficient industrial estate to provide technical,
industrial, financial, and marketing facilities to power loom owners and to create job
opportunities to educate unemployed. Considerable infrastructure facilities have built up by
way of buildings electrical distribution systems, supporting machineries for warping, sizing,
etc. to help power loom owners. About 400 power looms were established in the premises
under the banner of Kizhakkambalam Textiles Limited (which has been later named as Kitex
Limited).The group got highest regards for the welfare of the employees and general public.
Several Charitable programs were organized for the benefit of the lower strata of the society.
The group is also providing a very good accommodation and canteen facility to employees
who hail from all over Kerala.
-
7/28/2019 Brand Loyalty With Leaf
15/62
15
A world class manufacturing company focusing on all round business excellence through a
Total Quality Management System with committed leadership, effective teamwork, delighted
customers and satisfied employees in an environment friendly organization.
MISSION
Fabrics and processed fabrics as per the customer specification efficiently in a professional
and environment friendly manner on time and at the right cost with at most customer
specification to become a world class organization through improvement.
QUALITY POLICY
We are committed to manufacture and deliver quality greige fabric and processed fabric as
per the customer specification, efficiently in a professional and environmental friendly
manner, on time and at the right cost with utmost customer satisfaction, while during to
become a world class organization through continual improvement.
GOALS
Globalization is the key and the international markets are the targets now.
World class manufacturer
Customer Leadership,
teamwork & TEI
Quality process
& people
Policy Strategy
-
7/28/2019 Brand Loyalty With Leaf
16/62
16
VITAL STATISTICS
COMPANY NAME : KITEX LTD
ADDRESS : KIZHAKKAMBALAM, ALUVA.
REGISTERED OFFICE/FACTORY : KIZHAKKAMBALAM
YEAR OF ESTABLISHMENT : 1975
NATURE OF INCORPORATION : PUBLIC LTD CO.
NATURE OF BUSINES : MANUFACTURING OF COTTON
TEXTILES
NATURE OF PRODUC : INDUSTRIAL PRODUCT AND CONSUMER
PRODUCT.
PROMOTER : Mr. M.C.JACOB
CHAIRMAN : MR. M.C. JACOB
DIRECTOR : MR.BOBY M JACOB, MRS.MINI BOBY
JACOB
BANKER : FEDERAL BANK, INDIAN BANK
AUDITOR : MR.VARMA&VARMA, ERNAKULAM.
TOTAL CAPITAL EMPLOYED : 1CRORE
ANNUAL TURNOVER : 120CRORE
NAME OF PRODUCT
(BRAND NAME) : KITEX
SQUARE FEET : TOTAL BUILT UP AREA OF 1, 65, 000
-
7/28/2019 Brand Loyalty With Leaf
17/62
17
PRODUCTION CAPACITY : 25000 SQ.METRES PER DAY
PRODUCT RANGE : YARN COUNT RANGE-4S TO 120S
WEFT DENSITY-22 TO 120 PICKS PER
INCH
WARP DENSITY-22 TO 132 ENDS PER
INCH
WIDTH RANGE -36 TO 65 INCHES
TOP MANAGEMENT : Mr. M.C.JACOB
Mr. BOBBY JACOB
MRS.MINI BOBY JACOB
-
7/28/2019 Brand Loyalty With Leaf
18/62
18
PRODUCT PROFILE
Table A
Source: Company Profile
(Lungies)
Product variety Length*Width Price
Executive 130*200cm 175
Medium super 127*200cm 160
Medium 127*200cm 145
Economy 127*192cm 135
(Bed sheets)
Product variety Length*Width Price
Sweet dream-50 128*225cm 177
Sweet dream-60 152*225cm 199
Sweet dream double 225*175cm 304
Duo(1st
std+2 pillow cover) 152*225cm 330
Sweet dream king size 220*225 408
Duplex(1 solitude bed sheet + 2 pillow cover) 152*225 306
Sweet dream king size+ 2 pillow cover 225*250 575
-
7/28/2019 Brand Loyalty With Leaf
19/62
19
Dhotis
Product Variety Length * Width
Ready wear 128*200cm
Smart line single 127*200cm
Smart line gold 127*200cm
Smart line ivory 127*200cm
Smart plus XL 127*400cm
Smart premium RX 127*385cm
Smart premium XL 127*400cm
AWARDS
ScooBee Day products got SAMMAN PATRA for the outstanding revenue
performance in Central Excise Commissioner at, cochin for the year 2004-05 by
Govt. of India
Achievements
Mr. MC Jacob the veteran business man from Kerala, and chairman of the Anna, KITEX
GROUP has got many awards. This recognition in the form of awards is a testimony to thededication and commitment made by him for the growth of business and industry in the state.
Following are the awards
Business man of Kerala from business Deepika
K C Mathew memorial Vyavasayasree award 2001
Joseph Chaco memorial Vyavasayajyothi award 2002 by the Ernakulum chamber of
commerce and industry
Nehru peace foundation state award 2002 by Kerala State Government
Samman Pathra award by ministry of finance, Government of India for outstanding
revenue performance in SSI sector 2004-05
Life time achievement award 2011 by Kerala state Government
-
7/28/2019 Brand Loyalty With Leaf
20/62
20
ISO CERTIFICATION
Kitex got ISO 9001-2000 certification in February 2007. Kitex Ltd is the leading
manufacture with ISO 9001-2001 in south India of all varieties of greige fabrics, yarn dyed
fabrics, dobby and leno dobby fabrics made of cotton ,polyester cotton ,cotton nylon ,cotton
flax, linen ,cotton linen ,cotton Lycia ,polyester Lycia etc.
-
7/28/2019 Brand Loyalty With Leaf
21/62
21
1.4 STATEMENT OF PROBLEM
There are lots of competitors in the market who brings substitute products. Here the
problem is all about whether customers of KITEX GARMENTS are moving to another brand
For the success of every business loyal customers are important. Customers loyalty
towards a brand depend up on the companys product quality, features, availability, utility
etc. this study concentrates brand loyalty of customers of KITEX products.
1.5 OBJECTIVE OF THE STUDY
Primary objectives
Primary objective of the study is to find out brand loyalty of KITEX products
among the customers with special reference to Ernakulam district
Secondary objectives
To find out opinion regarding products quality, price, availability etc
To find whether there is any relation between customers selection of a product
and brand loyalty.
To find out KITEXs limitations in promotional activities.
To find out which product of KITEX has more loyal customers.
To find out which product has more sale.
1.6 SCOPE OF THE STUDY
This project was carried out on the subject of brand loyalty among customers of
KITEX products in Ernakulam district. I think this project can reveal customers brand loyalty
towards KITEX products. Which product has excellent pool of customers, which is the least
one etc. so they can come out with new strategies that enhance existing customers by buying
all type of products that KITEX makes. And also this project will help them to understand
what customers are expecting from KITEX in the form of a new product, so it help the
company to bring new products in their existing product line without least chance of failure.
-
7/28/2019 Brand Loyalty With Leaf
22/62
22
1.7 PERIOD OF THE STUDY
This study was conducted from 4th July 2012 to August 3rd
2012
1.8 LIMITATION OF THE STUDY
A bigger sample size has much more accuracy in the out put of the study.
Much of the customers are not ready to reveal the exact feed back.
Study period is restricted
The analysis is based on the only information given by the customers, so its accuracy and
truthiness is questionable
-
7/28/2019 Brand Loyalty With Leaf
23/62
23
CHAPTER-II
REVIEW OF LITERATURE
-
7/28/2019 Brand Loyalty With Leaf
24/62
24
REVIEW OF LITERATURE
1. Steven M. Shugan : Brand loyalty and more modern topics of computing customer
lifetime value and structuring loyalty programs remain the focal point for a remarkable
number of research articles. At first, this research appears consistent with firm practices,
However, close scrutiny reveals disaffirming evidence. Many current so-called loyalty
programs appear unrelated to the cultivation of customer brand loyalty and the creation of
customer assets. True investments are up-front expenditures that produce much greater
future returns. In contrast, many so called loyalty programs are shams because they
produce liabilities (e.g, promises of future rewards or deferred rebates) rather than assets.
These programs produce short-term revenue from customers while producing substantial
future obligations to those customers. Rather than showing trust by committing to the
customer, the firm asks the customer to trust the firm-that is, trust that future rewards areindeed forthcoming. The entire idea is antithetical to the concept of customer asset. Many
modern loyalty programs resemble old-fashioned trading stamps or deferred rebates that
promise future benefits for current patronage. A true loyalty program invests in the
customer (e.g, provide free up-front training, allows familiarization or customization)
with the expectation of greater future revenue. Alternative motives for extant programs
are discussed.
2. SIMON KNOX : There has been much written about the role of brand loyalty as a
primary measure of Effective brands marketing and partial measure of brand equity. To
date, however, progress in providing a practical measure of construct has been very
limited. In this empirical study of grocery brand support were found to necessary and
sufficient conditions for loyalty to exist. Based on this measure, four consumer
purchasing styles were Identified and characterized as loyal, habitual, variety
seekers and switchers. The strategic implication of segmenting grocery markets on this
basis are discussed in both the context of the marketing of brands and managing brand
equity.
3. WILLIAM J. ALLENDER AND TIMOTHY J. RICHARDS : Though brand loyalty
has been studied extensively in the marketing literature, the relationship between brand
loyalty and equilibrium pricing strategies is no well understood.
-
7/28/2019 Brand Loyalty With Leaf
25/62
25
Designing sales pricing strategies involves two key decisions: the
percentage reduction in price from the existing price point, and number of frequency of
promotions within a category or for a septic product. These decisions, in turn, are
critically dependent upon how many consumers can be convinced to switch to brand by
temporarily reducing its price, and how many are instead brand loyal. Theoretical models
of how the size and strength of brand loyalty impudence optimal promotion strategies
have been developed, but there are no rigorous tests of their hypotheses. We test how
brand loyalty impacts promotions strategies for frequently purchased consumer package
good category. Our results largely con.rm that retailers often promote many brands
simultaneously and that depth and breadth can be complimentary.
4. NOAH GANS : A customer has repeated contacts with a set of product or service
providers. Each visit to supplier yields the consumer some randomly distributed utility.
The suppliers utility distribution are unknown to consume, and to decide which supplier
to visit, uses a myopic variant of decision rule used by classical, utility maximizing
Bayesian. This rule is designed to roughly consistent with empirical findings regards
individual choice under uncertainty.
For his model, we develop closed form expressions that characterized
both short tem and long term measures of customer loyalty to a supplier. These results
offers a rich picture of how consumer discrimination and prior beliefs interact with the
level of quality actually offered by suppliers to determine customer loyalty.
5. NADJA SILBERHORN AND LUTZ HILLDEBRANDT : The need to understand and
leverage consumer-brand bonds has become critical in a marketplace characterized by
increasing unpredictability, diminishing product differentiation, and heightened
competitive pressure. This is especially true for fast moving consumer goods (FMCG)
manufactures and retailers. Knowing why a customer stays loyal to brand in multiple
product categories in necessary for deriving suitable marketing strategies In the context of
a brand extension, yet research on the motives, characteristics, life style and attitudes of
cross-category brand loyal customer has been investigated only in a limited number of
studies. We will fill a gap in the literature on cross-category brand choice behavior by
analyzing revealed preference data with respect to brand loyalty in several categories in
which a brand competes. Provided with purchase and corresponding survey data we
investigate the product portfolio of a leading nonfood FMCG brand. We segment
-
7/28/2019 Brand Loyalty With Leaf
26/62
26
consumers on the basis of their revealed brand preference and, focusing on consumers
risk aversion, identity cross-category brand loyal customer personally traits as
determinants of their brand loyal purchase behavior.
Developing and validating multidimensional consumer base brand equity
scale (Boonghee yoo & Naveen Donthu)
Department of marketing and business law, G.R. Herberger College of Business st. Cloud
state university, st. Cloud MN 56301, USA Department of marketing, j. Mark Robinson
College Of business, Georgia State University, Atlanta GA 30303, U S
(Received 1 January 1997; received in revised form 1 July 1999; accepted 6 August 1999)
Little systematic research has been done to develop a scale to measure consumer-
based brand equity. The authors report the results of a multi step study to develop and
validate a multidimensional consumer- base brands equity scale (MBE) drawn from Aakers
and kellers conceptualizations of brand equity. A total of 1530 American, Korean American
and Korean participants evaluated 12 brands from three product categories (athletic shoes,
film for cameras, and color television sets). Multi psychometric test demonstrate that the new
brand equity scale is reliable, valid, parsimonious and general sable across several cultures
and product categories. The authors discussed theoretical as well as practical implication of
the study.
Analysis and result
They explored whether a similar pattern of internal consistency and dimensionality
among brand equity item could be found in each of the three samples. They selected items for
each construct until no higher reliability could be achieved and obtained the same items
across samples, five for perceived quality and three each for brand loyalty, brand association,
and brand awareness. These fourteen selected items showed excellent reliability, perceived
quality with 0.92, 0.90, and 0.84 for Americans, Korean Americans, and Koreans
respectively. Brand loyalty with 0.88, 0.86 and 0.87 brand association with 0.83, 0.79 and
0.78 and brand awareness with 0.93, 0.91 and 0.84. However, exploratory factor analysis did
not produce four distinct factors among the selected brand equity items, mainly because of
the inseparability of brand awareness and brand associations. Only three factors i.e.(
-
7/28/2019 Brand Loyalty With Leaf
27/62
27
perceived quality, brand loyalty, and brand awareness or associations) were consistently
found in each sample.
Factors Influencing Brand Loyalty
It has been suggested that loyalty includes some degree of pre- dispositional
commitment toward a brand. Brand loyalty viewed as a multidimensional constructs. It is
determined by several distinct psychological processes and it entails multivariate
measurement. Customers perceived values; brand trust, customers satisfaction, repeat
purchase behavior and commitment are found to be the key influencing factor of brand
loyalty. Commitment and repeat purchase behavior are considered as necessary conditions for
brand loyalty followed by perceived value, satisfaction and brand trust.
Frederick Reichheld, one of the most influential writers on brand loyalty, claimed that
enhancing customer loyalty could have dramatic effects on profitability. Among the benefit
from brand loyalty specifically, longer tenure or staying as a customer for longer- was said
to be lower sensitivity to price. This claim had not been empirically tested until recently.
Recent research found evidence that long- term customers were indeed less sensitive to price
increase.
The image surrounding a companys brand is the principal source of its competitiveadvantage and is there for a valuable strategic asset. Unfortunately, many companies are not
adopting at disseminating a strong, clear message that not only distinguishes their brand from
the competitors. But distinguishes it in a memorable and positive manner.
Brand is to avoid the pitfalls of portraying a muddled or negative image, and instead,
create a broad band vision or identity that recognizes a brand as something greater than a set
of attributes that can be imitated or surpassed. In fact, a company should view its brand to be
not just a product or service, but as an overall brand image that defines a companys
philosophies. A brand needs more than identity; it needs a personality, just like a person
without attention- grabbing characteristics, a brand, with no personality can easily be passed
right over. A strong symbol or company logo can also help to generate brand loyalty by
making it quickly identifiable.
-
7/28/2019 Brand Loyalty With Leaf
28/62
28
CHAPTER-III
METHODOLOGY
-
7/28/2019 Brand Loyalty With Leaf
29/62
29
3.1 RESEARCH METHODOLOGY
The research methodology is the way to systematically solve the research problem. It
may be understood science of studying how research is done.
3.2 RESEARCH DESIGN
A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure
The research design I am using here descriptive in nature. Pre-planned design for
analysis and structured questionnaires and schedules used for collecting primary data.
Research design process:
1. Formulating the objective of the study 4. Collecting the data
2. Designing the method of data collection 5. Analyzing the data
3. Selecting the sample 6. Reporting
3.3 SAMPLE DESIGN
Sampling is a process of selecting a sufficient number of elements from the population or
characteristics would make it possible for us to generalize such properties.
Population
Population may be defined as to any collection of individuals or their attributes or result of
operation that can be numerically specified population is applied to finite or infinite
collection of individuals. The researcher will have to identify the population or universe of
the study in hand.
In this study the population selected was the customers in Ernakulum districts, Kerala.
Sampling size
Sampling size is the decision that should be taken regarding the number of elements of the
largest population to be chosen. Here the sample size is 50.
-
7/28/2019 Brand Loyalty With Leaf
30/62
30
Sampling technique
It is a technique of considering a few units of the population available. Here
convenience sampling technique is used and each elements given equal and independent
chance of being selected.
Type of Sampling
Convince sampling method has been adopted here . I selected some customers Random
Sample Size
In this survey, sample survey was 50 customers from Ernakulam district,
Sample Area
Sample are was taken from both urban and rural area of Ernakulam district
3.4 TOOLS FOR ANALYSIS
Percentage method
Chi-Square Test
Data Collection
Primary data: was collected by direct interview with customer who purchase the kitexs
product
Secondary data are collected mainly from the supplements to the companys reports,
brochures, related documents, internet, books etc.
Percentage Analysis: is statistical tool, which is used identity the percentage of the
responds. Percentage is used to compare the relative terms and distribution at two or more
source of data. It is a sample method used to find out the answer for 50
.
-
7/28/2019 Brand Loyalty With Leaf
31/62
31
CHAPTER-IV
DATA ANALYSIS AND INTERPRETATION
-
7/28/2019 Brand Loyalty With Leaf
32/62
4.1 PERCENTAGE ANALYSI
4.1.1 Table showing the ag
Age Number of respondents Percentage
Below 20 8 16
21-30 16 32
31-40 12 24
Above 40 14 28
Total 50 100
Source: primary data
Interpretation:
Out of 50 samples 16% o
belong to 21-30, 24% of the resp
are above 40.
4.1.1 Chart showing the ag
0
10
20
30
40
50
60
70
80
90
100
Below 20 21-30
32
S METHOD
of respondents.
Number of respondents Percentage
8 16
16 32
12 24
14 28
50 100
the respondent are below 20 years, 32% of th
ondents belong to 31-40, and the rest 28% of th
of respondents.
31-40 Above 40 total
Number of re
Percentage
Age Number of respondents
Below 20 8
21-30 16
31-40 12
Above 40 14
Total 50
e respondents
e respondents
pondents
-
7/28/2019 Brand Loyalty With Leaf
33/62
4.1.2 Table showing educa
Education Number of respondents Percentage
SSLC and below 10 20
Pre degree 15 30
Degree 13 26
PG 12 24
Total 50 100
Source: Primary data
Interpretation:
Out of 50 sample 20% of t
are Pre degree, 36% of them ar
Graduates.
4.1.2 Chart showing edu
0
10
20
30
40
50
60
70
80
90
100
33
ional qualification of respondents.
Number of respondents Percentage
10 20
15 30
13 26
12 24
50 100
e respondents are SSLC and below, 30% of th
e degree holders, and the rest 24% of respon
cational qualification of respondents.
Number
Percenta
Education Number of respondents
SSLC and below 10
Pre degree 15
Degree 13
PG 12
Total 50
e respondents
ents are Post
f respondents
e
-
7/28/2019 Brand Loyalty With Leaf
34/62
4.1.3 Table showing the Occ
Occupation Number of respondents Percentage
Govt. Employee 11 22
Private sector employee 8 16
Self employed 18 36
Others 13 26
Total 50 100
Source: Primary data
Interpretation:
Out of 50 sample 22% of re
36% of respondents are self emp
4.1.3 Chart showing Occu
0
10
20
30
40
50
60
70
80
90
100
Govt.
Employee
Private
sector
employee
34
pation of the respondents.
Number of respondents Percentage
11 22
8 16
18 36
13 26
50 100
spondents are Govt. Employees, 16% are priva
loyed, and the rest of 26% belongs to others (h
ation of respondents.
Self
employed
Others total
Numb
Percen
Occupation Number of respondents
Govt. Employee 11
Private sector employee 8
Self employed 18
Others 13
Total 50
e employees,
memaker).
r of respondents
tage
-
7/28/2019 Brand Loyalty With Leaf
35/62
4.1.4 The Table showing Tru
Decisions Number of respondents Percentage
Strongly Disagree 5 10
Disagree 8 16
Neutral 15 30
Agree 15 30
Strongly Agree 7 14
Total 50 100
Sourse: Primary Data
Interpretation :
Out of 50 sample 10% of res
respondents are Neutral, 30%
Strongly Agree.
4.1.4 The chart Showing T
30%
N
Strongly Disagre
35
st of customer towards brand
Number of respondents Percentage
5 10
8 16
15 30
15 30
7 14
50 100
ondents are Strongly Disagree, 16% are Disa
f respondents are Agree and the rest of 14
ust of customers towards our brand
10%16%
30%
14%
umber of respondents
Disagree Neutral Agree Strongly Agre
Decisions Number of respondents
Strongly Disagree 5
Disagree 8
Neutral 15
Agree 15
Strongly Agree 7
Total 50
gree, 30% of
belongs to
e
-
7/28/2019 Brand Loyalty With Leaf
36/62
36
4.1.5 Table showing The Price of Our brand is reasonable
Decisions Number of respondents Percentage
Strongly Disagree 10 20
Disagree 8 16
Neutral 14 28
Agree 11 22
Strongly Agree 7 14
Total 50 100
Source: Primary data
Interpretation :
Out of 50 sample 20% of respondents are Strongly Disagree, 16% are Disagree, 28% of
respondents are Neutral, 22% of respondents are Agree and the rest of 14% belongs to
Strongly Agree.
4.1.5 Chart showing The Price of Our brand is reasonable
20%
16%
28%
22%
14%
Number of respondents
Strongly Disagree Disagree Neutral Agree Strongly Agree
-
7/28/2019 Brand Loyalty With Leaf
37/62
4.1.6 Table showing Qualit
Decisions Number of respondents Percentage
Very Poor 6 12
Not Good 5 10
Average 17 34
Good 10 20
Excellent 12 24
Total 50 100
Source: Primary data
Interpretation :
Out of 50 sample 12% of
respondents are Average, 20%
Excellent
4.1.6 Chart showing Qua
20%
N
Very Poor
37
of the product Scooby Day Bag
Number of respondents Percentage
6 12
5 10
17 34
10 20
12 24
50 100
espondents are Very Poor, 10% are Not g
of respondents are Good and the rest of 24
lity of the product Scooby Day Bag
12% 10%
34%
24%
umber of respondents
Not Good Average Good Excellent
Decisions Number of respondents
Very Poor 6
Not Good 5
Average 17
Good 10
Excellent 12
Total 50
ood, 34% of
belongs to
-
7/28/2019 Brand Loyalty With Leaf
38/62
4.1.7 Table showing protect
Decisions Number of respondents Percentage
Strongly Disagree 2 4
Disagree 7 14
Neutral 16 32
Agree 11 22
Strongly Agree 14 28
Total 50 100
Source: Primary data
Interpretation :
Out of 50 sample 4%
of respondents are Neutr
to Strongly Agree.
4.1.7 Chart showing protec
0
10
20
30
40
Strongly
Disagree
Disagree
2 7
4
14
38
on of packaging from damage
Number of respondents Percentage
2 4
7 14
16 32
11 22
14 28
50 100
f respondents are Strongly Disagree, 14% are
l, 22% of respondents are Agree and the rest of
tion of packaging from damage.
Percentag
Neutral Agree Strongly
Agree
1611 14
32
2228
Number of respondents Percentage
Decisions Number of respondents
Strongly Disagree 2
Disagree 7
Neutral 16
Agree 11
Strongly Agree 14
Total 50
isagree, 32%
28% belongs
-
7/28/2019 Brand Loyalty With Leaf
39/62
4.1.8 Table showing habit of
Decision
Percentage
YES
70
NO
30
TOTAL
100
Source: Primary data
Interpretation:
Out of 50 sample 70
4.1.8 Chart showing the hab
0
10
20
30
40
50
60
70
80
90
100
Number of resp
39
urchasing our product regularly
Decisionumber of
espondents Percentage
YES
35
NO
15
TOTAL
50 1
of respondents are yes and 30 % of respondent
it of purchasing our product regularly
ondents Percentage
DecisionNumber of
respondents
YES
35 0
NO
15 0
TOTAL
50 0
s are now
NO
YES
-
7/28/2019 Brand Loyalty With Leaf
40/62
40
4.1.9 Table showing important factor that which makes you to purchase our products
Decisions Number of respondents Percentage
Availability 2 4
Good Quality 13 26
Reasonable Price 8 16
Durability 13 26
Brand Name 14 28
Total 50 100
Source: Primary data
Interpretation :
Out of 50 sample 4% of respondents are Because of Availability, 26% are Good
Quality, 16% of respondents are Reasonable Price, 26% of respondents are Durability
and the rest of 28% are Brand Name.
4.1.9 Chart showing important factor that which makes you to purchase our products
2
13
8
13 14
4
26
16
2628
0
5
10
15
20
25
30
35
40
45
Availability Good Quality Reasonable
Price
Durability Brandname
Number of respondents Percentage
-
7/28/2019 Brand Loyalty With Leaf
41/62
41
4.1.10 Table showing satisfaction of the customer after consuming Kitexs product
Decisions Number of respondents Percentage
Highly Dissatisfied 2 4
Dissatisfied 7 14
Neutral 16 32
Satisfied 11 22
Highly Satisfied 14 28
Total 50 100
Source: Primary data
Interpretation :
Out of 50 sample 4% of respondents are Strongly Disagree, 14% are Disagree, 32%
of respondents are Neutral, 22% of respondents are Agree and the rest of 28% belongs
to Strongly Agree.
4.1.10 Chart showing satisfaction after making purchase Kitexs product
0
5
10
15
20
25
30
35
Number of respondents
Percentage
-
7/28/2019 Brand Loyalty With Leaf
42/62
42
4.1.11 Table showing products attracting customer
Decisions Number of respondents Percentage
Strongly Disagree 5 10
Disagree 3 6
Neutral 17 34
Agree 11 22
Strongly Agree 14 28
Total 50 100
Source: Primary data
Interpretation :
Out of 50 sample 10% of respondents are Strongly Disagree, 6% are Disagree, 34%
of respondents are Neutral, 22% of respondents are Agree and the rest of 28% belongs
to Strongly Agree
4.1.11 Chart showing products attracting customer
53
17
11
14
10
6
34
22
28
0
5
10
15
20
25
30
35
40
Strongly Disagree Disagree Neutral Agree Strongly Agree
Number of respondents Percentage
-
7/28/2019 Brand Loyalty With Leaf
43/62
43
4.1.12 Table showing opinion about the influence of Media on brand image
Decisions Number of respondents Percentage
Very Low 2 4
Low 3 6
Medium 22 44
High 10 20
Very High 13 26
Total 50 100
Source: Primary data
Interpretation :
Out of 50 sample 4% of respondents are Very Low, 6% of respondents are Low,
44% of respondents are Medium, 20% of respondents are High and the rest of 26%
belongs to Very High.
4.1.12 Chart showing opinion about the influence of Media on brand image
2 3
2210 134
6
44
20
26
0
10
20
30
40
50
60
70
Very Low Low Medium High Very High
Number of respondents Percentage
-
7/28/2019 Brand Loyalty With Leaf
44/62
44
4.1.13 Table showing opinion about advertising strategy given by the company
Decisions Number of respondents Percentage
Very Poor 1 2
Not Good 4 8
Average 20 40
Good 11 22
Very Good 14 28
Total 50 100
Source: Primary data
Interpretation :
Out of 50 sample 2% of respondents are Very Poor, 8% of respondents are Not
Good, 40% of respondents are Average, 22% of respondents are Good and the rest of
28% belongs to Very Good
4.1.13 Chart showing opinion about advertising strategy given by the company
1 4
20
11
14
28
40
22
28
Very Poor Not Good Average Good Very Good
-
7/28/2019 Brand Loyalty With Leaf
45/62
-
7/28/2019 Brand Loyalty With Leaf
46/62
46
4.1.15 Table showing labeling of Kitexs product
Decisions Number of respondents Percentage
Strongly Disagree 2 4
Disagree 7 14
Neutral 16 32
Agree 11 22
Strongly Agree 14 28
Total 50 100
Source: Primary data
Interpretation :
Out of 50 sample 10% of respondents are Strongly Disagree, 6% are Disagree, 34% of
respondents are Neutral, 22% of respondents are Agree and the rest of 28% belongs to
Strongly Agree
4.1.15 Chart showing labeling of Kitexs product
0
5
10
15
20
25
30
35
Strongly
Disagree
Disagree Neutral Agree Strongly
Agree
Number of respondents
Percentage
-
7/28/2019 Brand Loyalty With Leaf
47/62
4.1.16 Table showing Offers pro
Decisions Number of respondents Percentage
Strongly Disagree 2 4
Disagree 3 6
Neutral 17 34
Agree 12 24
Strongly Agree 16 32
Total 50 100
Source: Primary data
Interpretation :
Out of 50 sample 4% of
respondents are Neutral,
Strongly Agree
4.1.16 Chart showing Offers pro
0
5
10
15
20
25
30
35
Strongly
DisagreeDisagre
47
vide by the Kitex
Number of respondents Percentage
2 4
3 6
17 34
12 24
16 32
50 100
respondents are Strongly Disagree, 6% are Dis
24% of respondents are Agree and the rest of 3
ide by the Kitex
eNeutral
AgreeStrongly
Agree
Number of
Percentage
Decisions Number of respondents
Strongly Disagree 2
Disagree 3
Neutral 17
Agree 12
Strongly Agree 16
Total 50
gree, 34% of
% belongs to
espondents
-
7/28/2019 Brand Loyalty With Leaf
48/62
48
4.2 Chi-Square Test
4.2.1 Comparison of habit of purchase and Important factors that makes to purchase
by using Chi-Square.
Null hypothesis: (Ho)
There is no relationship between habit of purchase and important factors that makes to
purchase
Crosstab-1
Count
IMPORTANT FACTORS THAT WHICH MAKES TO YOU
PURCHASING OUR PRODUCT
Total
AVAILAB
ILITY
GOOD
QUALITY
REASONA
BLE
PRICE
DURABILI
TY
BRANDN
AME
Do you
have the
habit of
purchase
our
product
regularly
YES 2 13 8 12 0 35
NO 0 0 0 1 14 15
Total 2 13 8 13 14 50
(Table: 4.1.17)
Chi-Square Tests-1Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 45.604a
4 .000
Likelihood Ratio 54.036 4 .000
Linear-by-Linear
Association28.259 1 .000
N of Valid Cases 50
(Table: 4.1.18)
a. 6 cells (60.0%) have expected count less than 5. The minimum
expected count is .60.
INFERENCE:
The asymp.sig value (.000) is lesser than the level of significance (0.05) so we reject our
hypothesis Ho.
That is an association between habit of purchase and important factors that makes to purchase
-
7/28/2019 Brand Loyalty With Leaf
49/62
49
4.2.2 Comparison of habit of purchase of product and Satisfaction of the customer
after consuming the product by using Chi-Square test.
Null hypothesis: (Ho)
There is no relationship between habit of purchase of product and Satisfaction of the customer
after consuming the product by using Chi-Square test.
Crosstab-2
Count
SATISFACTION OF THE CUSTOMER AFTER CONSUMING
THE PRODUCT
Total
HIGHLY
DISSATISFI
ED
DISSATISFI
ED
NEUTRAL SATISFIED HIGHLY
SATISFIED
Do you
have the
habit of
purchase
our product
regularly
YES 2 7 16 10 0 35
NO 0 0 0 1 14 15
Total 2 7 16 11 14 50
(Table: 4.1.19)
Chi-Square Tests-2
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 45.671a
4 .000
Likelihood Ratio 54.384 4 .000
Linear-by-Linear
Association29.860 1 .000
N of Valid Cases 50
(Table: 4.1.20)
a. 7 cells (70.0%) have expected count less than 5. The
minimum expected count is .60.
INFERENCE:
The asymp.sig value (.000) is lesser than the level of significance (0.05) so we reject our
hypothesis Ho.
That is an association between habit of purchase of product and Satisfaction of the customer
after consuming the product
-
7/28/2019 Brand Loyalty With Leaf
50/62
50
CHAPTER-V
FINDINGS, SUGGESTIONS AND
CONCLUSSION
-
7/28/2019 Brand Loyalty With Leaf
51/62
51
5.1 FINDINGS:
It inferred that respondents 36% are self employed, 26% are homemakers, 22% are Govt.
Employees, and balance 16% are working in Private companies.. etc
It inferred that 30% are trusting the Kitex product Neutrally and 30% are agree rest of
them are only Disagree about the brand because they are aware of the product
Basis on the analysis 28% are Neutrally believe the price of the Kitex product is
reasonable, 36% are agree and also 36% are disagree
From this analysis 30% are agree with the average quality and 24% belongs to excellent
quality, and 20 % are agree with good quality. Rest of them are only dislike the quality.
Based on this analysis 50% are agree that the package protecting the product from the
damage and 32% are neither agree nor disagree, and rest of the 18% only disagree.
From the analysis 28% of the respondents are attracting the product because of brandname, 26% are depending on the good quality, 26% are based on durability.
It inferred that 44% of respondents are says that influence of media on brand image is in a
medium level and 26% are very high, 20% are high balance people only are poor and
very poor.
Here, we can understand that most of the respondents are agree that, the company
providing only the average level of advertising. That is 40% of people.
From the analysis 32% of respondents are very strongly agree that the advertising of the
company really helps to make aware of the people.
From the above analysis there is an association between habit of purchase and important
factors that makes to purchase.
Based on the analysis there is an association between habit of purchase of product and
Satisfaction of the customer after consuming the product
-
7/28/2019 Brand Loyalty With Leaf
52/62
52
5.2 SUGGESTIONS:
KITEX try to improve their promotional strategies to capture more loyal customers.
KITEX has to concentrate on their product line most customers are saying that their
product diversity is poor, so for capture more market they have to bring more products in
their product line.
Company has to concentrate more customer service activities, promotional activities, and
then only they can maintain brand loyalty.
KITEX have to think about a line stretching, for increase depth of customers, for that they
can chose whether Foot wear or Cosmetic type of products, which gives more vote during
my survey
From the finding, the company having only average levels of advertisement so the in
order to improve the brand loyalty, they have to promote more advertisement. And adoptmore technique in advertisement.
The finding says that the majority of the respondents are purchasing the product because
of the factor of Brand image. So that the company has to maintain the Brand image to
keep brand loyalty
-
7/28/2019 Brand Loyalty With Leaf
53/62
53
5.3 CONCLUSION
Brand loyalty, in marketing, consist of a consumers commitment to repurchase or otherwise
continue using the brand and can be demonstrated by repeated buying of a product or service
or other positive behavior such as word of mouth advocacy. From the point of view of many
marketers, loyalty to the brand- in terms of customer usage- is a key factor. KITEX has good
brand image in Kerala. I did my study in Ernakulam district. As a result of my study the
Success of the Kitex Company is purely depend on the brand loyalty So that they want to
perform well in order to keep for the long time ago till the life time of the company. I hope
this study will help the company to make some decisions in the future by improving their
service to their customers.
-
7/28/2019 Brand Loyalty With Leaf
54/62
54
BIBLIOGRAPHY
-
7/28/2019 Brand Loyalty With Leaf
55/62
55
6.1 BIBLIOGRAPH Y
Books:-
I. Kotler Philip, "Marketing management"
2. Kothari C.R, "Research Methodology",3. Schoell F William&Guiltinan P Joseph, "Marketing: Contemporary Concepts &
Practices",
4. Periodicals, Magazines, Notices, Brochures, Books etc, of the Company
5. Joshi R.L., Manoria C.B, Principles and practices of marketing in India, Kitab
Mahal 1985
6. R.L Potti., Quantitative Techniques, Yamuna Publications, 2002.
'Web-sites visited:-
1. www.annaaluminium.com
2. www.textileindustryindia.com
3. www.keralatestileindustry.com
4. www.wikipedia.edu
http://www.annaaluminium.com/http://www.textileindustryindia.com/http://www.keralatestileindustry.com/http://www.wikipedia.edu/http://www.wikipedia.edu/http://www.keralatestileindustry.com/http://www.textileindustryindia.com/http://www.annaaluminium.com/ -
7/28/2019 Brand Loyalty With Leaf
56/62
56
APPENDIX
-
7/28/2019 Brand Loyalty With Leaf
57/62
57
Questionnaire:
Respected madam,
As a part of my project I would like to gather some information from you which will help
me in an in depth study of project. The information provided by you will be kept confidential and will be used
for academic purpose only. I would be obliged if you co-operate with me in filling the questionnaire.
Name of the respondent :_________________________________________
1. Age
Below 20 21-30 31-40 40-59 60 above
2. Educational qualification
Below 10th SSLC Pre Degree Degree PG
3. Occupation
Govt. Employee Private sector employee Self employed
Others
-
7/28/2019 Brand Loyalty With Leaf
58/62
58
4. You trust our brand :
a) Strongly disagree
b) Disagree
c) Neither agree not disagree
d) Agree
e) Strongly Agree
5. The price of our brand is Reasonable? :
a) Strongly Disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
6. What is your opinion about the quality of Kitex products?
a) Very Poor
b) Not good
c) Average
d) Good
e) Excellent
-
7/28/2019 Brand Loyalty With Leaf
59/62
59
7. What is your opinion about protection of packaging?
a) Very Poor
b) Not good
c) Average
d) Good
e) Excellent
8. Do you have the habit of purchasing our product regularly?
a) Yes
b) No
9. What is the important factor that which makes you to purchase our products?
a) availability
b) Good quality
c) Reasonable price
d) Durability
e) Brand name
-
7/28/2019 Brand Loyalty With Leaf
60/62
60
10. Are you satisfied after consuming our product?
a) Highly Dissatisfied
b) Dissatisfied
c) Neutral
d) Satisfied
e) Highly Satisfied
11. Opinion about attractiveness of Kitex products?
a) Strongly Disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
12. What is your opinion about advertising strategy given by the company?
a) Very Poor
b) Not good
c) Average
d) Good
e) Excellent
-
7/28/2019 Brand Loyalty With Leaf
61/62
61
13. What is your opinion about the influence of advertisement media for brand image?
a) Very low
b) Low
c) Medium
d) High
e) Very High
14. What you feel about attitude and behavior of dealers and retailers?
a) Very Poor
b) Not good
c) Average
d) Good
e) Excellent
15. Are you satisfied with labeling of Kitexs products?
a) Strongly Disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
-
7/28/2019 Brand Loyalty With Leaf
62/62
16. Opinion about offers provide by the Kitex?
a) Strongly Disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
18. Any other suggestions if any
................................................................................................................................................
................................................................................................................................................
................................................................................................................................................
........................................................................................................................
Thank You